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 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

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

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

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!

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.

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

People Talk - Twitter
Constant Conversation on Twitter

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 !

People Watch – Donate Life Illinois on YouTube The Power of Conversation

The BIG Question
Why Should My Organization Use Social Media?

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!

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

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

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!

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

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

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.)

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.)

Start By Listening
Get Busy Monitoring!
Google Alerts
Google Reader
SocialMention , Twitter Search , Technorati

Choose Your Audience
Target Demographic
College students? Workplace outreach?
Research!
Social Technographics Profile , Keyword search
See what other states are doing

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!

Define Your Strategy
Listen, find communities & influencers
Develop a reasonable content plan
Be consistent and integrate
Engage and facilitate
Analyze, measure and ADAPT frequently

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

Sample Social Media Platform The Power of Conversation Your Website

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

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

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 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 Big Takeaway
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 Big Takeaway
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 Big BIG Takeaway
10. Get going! Be patient and stay active.

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

Questions & Comments
Scott Meis
[email_address]
312-335-0100
www.grisko.com
Dave Bosch
[email_address]
630-758-2726
www.giftofhope.org

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

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