The Power of Conversation - Using Social Media to Motivate Action in the Donation Community

The Power of Conversation Using Social Media to Motivate Action in the Donation Community Scott Meis | Sr. Project & Social Media Director June 15, 2009

Carolyn Grisko & Associates Inc. Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. www.grisko.com The Power of Conversation 2

What We’ll Cover • Current trends • Relevancy • Leadership Buy-In • Measurement • Management • Implementation The Power of Conversation 3

This… The Power of Conversation 4

Can Quickly Result in This… The Power of Conversation 5

Why Social Media Matters • 34% of people searching health information online use social media • 46% use health portals • 67% use search engines • 21% use Wikipedia Source: icrossing 2008 study The Power of Conversation 6

Why People Are Attracted to Social Media • People trust “a person like me” more than authority figures from business, government and media • Seek ongoing dialogue, not one-way advertisements • Trust, transparency, openness, honesty Source: icrossing 2008 study The Power of Conversation 7

Current Online Trends • 3,000 Google searches each second • 33 minutes of video added to YouTube every second • Over 225 million+ Facebook users • 19 million Twitter users • Share! Connect! Comment! Engage! The Power of Conversation 8

People Listen – The Domestic Diva Case Study • Nov. 12, 2008 blog post from influential Mommy blogger about daughter in need of kidney. 196 comments, flurry of tweets. • Nov. 26, 2008 announcement of living donor found. 146 comments. The Power of Conversation 9

People Listen – #Eric Heart Transplant • May 2009 – Former CNN reporter Veronica De La Cruz launches effort to raise money for brother’s heart transplant. • 1 day example – 1,250 hashtag tweets • Over $850,000 raised by May 28 The Power of Conversation 10

People Converse - Twitter • Constant Conversation on Twitter The Power of Conversation 11

People Watch – Donate Life Illinois on YouTube 90,000 80,000 YouTube DLI views - April 2008 - April 2009 80,570 70,000 68,662 60,000 61,950 56,899 Video Views 50,000 52,126 40,000 44,300 45,782 41,200 35,222 30,000 30,648 20,000 20,000 20,577 10,000 12,000 0 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 Series1 12,000 20,000 20,577 30,648 35,222 41,200 44,300 45,782 52,126 56,899 61,950 68,662 80,570 The Power of Conversation 12

People Watch – Mayo Clinic Case Study • Cute video of older couple playing piano posted on Sharing Mayo blog on April 7, 2009 • Mayo social media tools used to share video • Featured on Good Morning America, leveraged traditional media • More than 3.1 million views by June 8, 2009 The Power of Conversation 13

The BIG Question Why Should My Organization Use Social Media? The Power of Conversation 14

Social Media & the Transplant Community • Brand Awareness • Community Building • Volunteer Recruitment • Fundraising • News - Be the Media • Unified Donation Message • Reputation Management & Response • Donor Registrations! The Power of Conversation 15

Brand Awareness Example The Power of Conversation 16

News Generation Example • Listening & Monitoring leads to blog comment calling attention to Facebook page • Quick reply on Facebook results in series of blog posts focused on issue • Use social media to Be The Media The Power of Conversation 17

How to Sell Leadership on Social Media • Case Studies • Efficiency of Online Communications • Proactive Crisis Response Mechanism • Start Small, Measure & Benchmark • Use a Consultant The Power of Conversation 18

Is Social Media Measurable? • Yes! With Benchmarks and Goals. • Quantitative: Web analytics (referral links), Facebook Insights, YouTube Insight, Twitter Stats & Analysis • Qualitative: Comment sentiment (Radian6), feedback, support increase, engagement increase, survey trends The Power of Conversation 19

How Do I Find Time to Manage Social Media? • Start Small - Integrate, adjust, create routine • Divide Tasks - Listening & monitoring, engagement & community management, content production, reporting & analysis • Engage Staff – Create policy, guidelines, foster participation to enhance outreach The Power of Conversation 20

What It Will Take • Conduct a thorough internal analysis • Do you have top level and employee buy-in? • PR/Marketing staff member that can commit to being a Social Media Manager? • Commitment and desire to engage? PASSION! • At least 1-2 hours to devote each day? • Small content creation budget? • Time and patience – it WILL NOT happen overnight The Power of Conversation 21

What It Will Take - Graph from Beth Kanter The Power of Conversation 22

Start By Listening • Get Busy Monitoring! • Google Alerts • Google Reader • SocialMention, Twitter Search, Technorati The Power of Conversation 23

Choose Your Audience • Start with existing supporters • College students? Workplace outreach? • Research! • Social Technographics Profile • See what other states are doing The Power of Conversation 24

Set Your Objectives & Goals • Registrations • Increase public reach of message, cultivate media relationships online? • Drive traffic to Website? • Develop new avenue for connecting your state’s transplant community? • MOST IMPORTANT… Make your message resonate! The Power of Conversation 25

Define Your Strategy • Listen, find communities & influencers • Develop content plan • Be consistent and integrate • Engage and facilitate • Analyze, measure and ADAPT frequently The Power of Conversation 26

Choose Your Tools • Is your target audience already talking to one another? • Focus on building long-term relationships • Remember: - People meet in different online spaces - They comment, share and influence - They want to tell THEIR story – let them The Power of Conversation 27

Sample Social Media Platform Your Website The Power of Conversation 28

With or Without You . . . ...the conversations are going to take place. • Are you going to engage and embrace? • Smartly save time, money, staff in connecting with donation enthusiasts to build lasting relationships? Find new potential lifesaving donors? The Power of Conversation 29

The Big Takeaway 10 Steps to Get Going TODAY 1. Start listening. Google alerts and Google Reader, Twitter search or Tweetlater, protect your brand 2. Assess your needs, purpose and capacity to engage in social media The Power of Conversation 30

The Big Takeaway 10 Steps to Get Going TODAY 3. Identify team to spearhead, sell leadership, create social media policy 4. Identify target audience, set objectives, define your strategy, choose your tools (POST Strategy) The Power of Conversation 31

The Big Takeaway 10 Steps to Get Going TODAY 5. Start with focus on existing initiative 6. Establish a Facebook page 7. Start a blog on Wordpress The Power of Conversation 32

The Big Takeaway 10 Steps to Get Going TODAY 8. Create Twitter and Flickr accounts 9. Join YouTube’s Nonprofit program, search and comment on videos you like, purchase a FlipHD camera The Power of Conversation 33

The Big BIG Takeaway 10 Steps to Get Going TODAY 10. Measure monthly, track & analyze trends, adapt Get going! Be patient and stay active. The Power of Conversation 34

Questions & Comments Scott Meis smeis@grisko.com 312-335-0100 www.grisko.com Suggested Reading: Resources – Social Media Handbook, Transplant Organizations Using Social Media Blogs – Beth’s Blog, SMUG, Social Media Today, Social Media Snippets, Groundswell The Power of Conversation 35

The Power of Conversation - Using Social Media to Motivate Action in the Donation Community

by Scott Meis on Jun 10, 2009

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