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

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A January 2009 presentation on the value and application of social media for the organ and tissue donation community.

A January 2009 presentation on the value and application of social media for the organ and tissue donation community.

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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 Presentation Transcript

  • The Power of Conversation Using Social Media to Motivate Action in the Donation Community January 13, 2009 Scott Meis | Sr. Project & Social Media Director Dave Bosch | Communications Director Gift of Hope Organ & Tissue Donor Network
  • 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
  • Gift of Hope Organ & Tissue Donor Network
    • Federally designated not-for-profit agency that coordinates organ and tissue donation and supports families of donors in the northern three-quarters of Illinois and northwest Indiana. www.giftofhope.org
    The Power of Conversation
  • What We’ll Cover The Power of Conversation
    • Current trends
    • Relevancy
    • Leadership Buy-In
    • Measurement
    • Management
    • Implementation
  • This… The Power of Conversation
  • Can Quickly Result In This… The Power of Conversation
  • 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
  • Why People Are Attracted to Social Media
    • People trust “a person like me” more than authority figures from business, government and media
    • Seeking ongoing dialogue, not one-way advertisement
    • Trust, transparency, openness, honesty Source: icrossing 2008 study
    The Power of Conversation
  • Current Online Trends
    • 3,000 Google searches each second
    • 33 minutes of video added to YouTube every second
    • More than 350 million+ Facebook users
    • 20 million Twitter users
    • Share! Connect! Comment! Engage!
    The Power of Conversation
  • 2010 Social Media Trends
    • Niche Communities & Targeted Messaging
    • Sharing Is No Longer Just Email
    • Mobile
    • Video
    • Social Media Gets A Real Budget
    • Marketing Integration
    • Real-time Search
    Presentation Name
  • 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
  • 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
  • People Talk - Twitter
    • Constant Conversation on Twitter
    The Power of Conversation
  • People Share - Facebook
    • 7 Days to 7,000 Fans Event
    • Promotion
    • - Blog post
    • - Facebook page event
    • - DLI e-news
    • Word-of-mouth does the rest with strong content !
    The Power of Conversation
  • People Watch – Donate Life Illinois on YouTube The Power of Conversation
  • The BIG Question
    • Why Should My Organization Use Social Media?
    The Power of Conversation
  • Social Media & the Transplant Community
    • Brand Awareness
    • Community Building
    • Volunteer Recruitment
    • Fundraising
    • News - Be the Media
    • Unified National Donation Message
    • Reputation Management & Response
    • Donor Registrations!
    The Power of Conversation
  • Brand Awareness Example The Power of Conversation
  • 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
  • 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
  • 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, goals reached!
    The Power of Conversation
  • 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
  • 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
  • What It Will Take - Examples
    • Blogging
      • 15 min/day research (part of listening/monitoring to generate topic ideas)
      • 30 min/post, 3-4 times/week
      • 15 min, 2-3 times/week commenting on other blogs
    • Video
      • 15 min to post final video to YouTube, optimize
      • 45 min to post video to additional sites
      • Ongoing, promote when possible (embed in blog posts, share on Facebook, Twitter, e-news, etc.)
    The Power of Conversation
  • What It Will Take – Sample Daily Schedule (2.5 HRs)
    • Listening & Monitoring (15 min.)
    • Blog Post (30 min.)
    • Twitter Engagement (30 min.)
    • Facebook Engagement/Maintenance (15 min.)
    • Other Content Creation - Photo uploads, Video, etc. (30 min.)
    • Strategy & Campaign Planning ( 30 min.)
    The Power of Conversation
  • Start By Listening
    • Get Busy Monitoring!
    • Google Alerts
    • Google Reader
    • SocialMention , Twitter Search , Technorati
    The Power of Conversation
  • Choose Your Audience
    • Target Demographic
    • College students? Workplace outreach?
    • Research!
      • Social Technographics Profile , Keyword search
      • See what other states are doing
    The Power of Conversation
  • 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
  • Define Your Strategy
    • Listen, find communities & influencers
    • Develop a reasonable content plan
    • Be consistent and integrate
    • Engage and facilitate
    • Analyze, measure and ADAPT frequently
    The Power of Conversation
  • 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
  • Sample Social Media Platform The Power of Conversation Your Website
  • Social Media Case Study – Campus Challenge The Power of Conversation
  • Social Media Case Study – Campus Challenge The Power of Conversation
    • Research & Plan
    • Find key student ambassadors with ties to issue
    • Develop database of key contacts for all possible groups (student
    • nurses, Greek community, PRSSA, volunteer groups, AMA, etc.)
    • Don’t forget about alumni, university staff
    • Pull together tiered target schools, media database for local
    • outreach
    • Approach early with a detailed campaign outline and specific
    • asks/deadlines
  • Social Media Case Study – Campus Challenge The Power of Conversation
    • Establish Platform & Develop Content
    • Campaign landing page on site, source designation in place
    • Facebook groups or page, targeted Facebook advertising
    • Materials for offline registration drives
    • Personal profile videos on those with ties to issue – great content
    • to share across the Web
    • Stories about personal ties to issue to share on social media
    • platform
  • Social Media Case Study – Campus Challenge The Power of Conversation
    • Execute & Measure
    • Stay consistent with weekly contact but don’t overburden
    • Keep them motivated with the competitive angle, online promotions (Tell 5
    • Friday, Blog Comment and Tell-a-Friend Giveaways, Donate Life Day, etc.)
    • Maximize media exposure fast and repeatedly use coverage to motivate
    • other schools to action
    • Integrate online with offline outreach
    • Measure, measure, measure
    • Snapshot registration results to date: More than 4,700
  • 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 brand enthusiasts to build lasting relationships? Find new potential lifesaving donors?
    The Power of Conversation
  • The Big Takeaway
    • 10 Steps to Get Going TODAY
    • Start listening. Google alerts and Google Reader , Twitter search or SocialOomph , protect your brand
    • Assess your needs, purpose and capacity to engage in social media
    • Identify team to spearhead, sell leadership, create social media policy
    The Power of Conversation
  • The Big Takeaway
    • 10 Steps to Get Going TODAY
    • 4. Identify target audience, set objectives, define your strategy, choose your tools
    • 5. Start with focus on existing initiative
    • 6. Establish a Facebook page
    • 7. Start a blog on Wordpress
    The Power of Conversation
  • The Big Takeaway
    • 10 Steps to Get Going TODAY
    • 8. Create Twitter and Flickr accounts
    • 8. Join YouTube’s Nonprofit program , search and comment on videos you like, purchase a FlipHD camera or Canon Camera
    • 9. Measure monthly, track & analyze trends, adapt
    The Power of Conversation
  • The Big BIG Takeaway
    • 10 Steps to Get Going TODAY
    • 10. Get going! Be patient and stay active.
    The Power of Conversation
  • Resources
    • Suggested Reading: Resources – Transplant Organizations Using Social Media Blogs – Beth’s Blog , SMUG , Social Media Today , Social Media Snippets , Groundswell , The New Community Rules
    • *** Best Internet Marketing Posts of 2009 *** 99 Most Useful Social Media Posts of 2009
    The Power of Conversation
  • Questions & Comments
    • Scott Meis
    • [email_address]
    • 312-335-0100
    • www.grisko.com
    • Dave Bosch
    • [email_address]
    • 630-758-2726
    • www.giftofhope.org
    The Power of Conversation