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Spring Creek Group Social Media Non-Profit Summit 2-24-2011
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Spring Creek Group Social Media Non-Profit Summit 2-24-2011

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Spring Creek Group hosted a summit for non-profits to learn about social media. Here's the deck that we presented. There were small group breakout sessions and a wonderful panel to round out the day.

Spring Creek Group hosted a summit for non-profits to learn about social media. Here's the deck that we presented. There were small group breakout sessions and a wonderful panel to round out the day.

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Spring Creek Group Social Media Non-Profit Summit 2-24-2011 Spring Creek Group Social Media Non-Profit Summit 2-24-2011 Presentation Transcript

  • Non-Profit
    Social Media Summit 2011
  • Welcome!
    @SpringCreekGrp
    #SCGNPS
  • Who Are We?
    • People – about 40 of us
    • People who like PioneerSquare (and Tat’s deli)
    • People started showing up in 2006
    • People who enjoy Strategy and Planning, Community Management, and Analytics
    Some of our clients?
    Do we like non-profits too?
    HECK YEAH!
  • So, Why Are We Hosting This Thing?
  • Today’s Vision
    We want you to walk away with
    actionableways to organize your social media efforts into an effective, efficiently run program.
    We’ll cover a bit about…
    • Planning
    • Listening to your constituents
    • Execution
    • Team structure
    • Measuring your success
    • And, how you can continue to learn more about social media.
  • Agenda
    Industry Best Practices Talk – 1:10-2:10pm
    Break – 5 minutes
    Small Groups – 2:15-2:45pm
    Wrap Up and Break – 15 minutes
    Panel Discussion and Q&A – 3:00-4:00pm
    Networking! Ask us questions! Enjoy a drink!
  • A Little Context:This is an exciting time!
    So long as you’re not afraid of 2 things…
  • Thing 1: the Internet
  • Thing 2: Change
  • Social media is fundamentally changing the way we communicate who we are, what we care about, and with whom we communicate every day.
    Here’s why…
  • Fun Facts
    • In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
    • Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube ,Gmail, Google account for 9.85% – Experian Hitwise
    • Facebook’s fastest growing demographic is 17-35 year olds – TIME
    • Social media accounts for ~ 25% of all time spent online, over 35 minutes per hour – Nielsen
    • 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
    • 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
    • 41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget
  • Myth Busting
    Social media marketing is NOT…
    A panacea (i.e. “magical solution to all problems”)
    A great performance marketing (i.e. direct response) channel
    “Free”
    A replacement for good PR
    Easy
    Able to create nearly immediate 20% site traffic lift
    “…the next big thing…”
    Page 12
  • Social Media Brings Your Mission Forward
  • Do It With APurpose
  • Ask, “Where Is The Opportunity?”
    About Us
    About Us
    About Spring Creek Group
    Inactive
    • Avoid what customers and competitors are saying about you online
    • Allow competitors to control the conversation about your industry and brand
    • Ignore influential authors who may be able to champion your messages
    Watch
    • Listen to what your customers are saying about you
    • Track changes in customer perception
    • Monitor competitors in space
    • Leverage data to understand landscape
    React
    • Respond to negative attacks
    • Correct factual errors
    • Stop competitors from gaining share of voice
    • Compare competitors and analyze partners
    • Utilize a blog to complement “traditional” PR & Comm efforts
    Engage
    • Provide resources for bloggers to share your message
    • Identify and leverage influencers
    • Create active competitive analysis strategy
    • Reach out to key bloggers
    Activate
    • Push content and stories to influencers and fans
    • Motivate your ardent supporters and fans to spread the brand love on their own
    • Let community have first look at materials, commercials and other creative
    Drive
    • Manage message and comment boards for customer groups
    • Maintain and grow thought-leadership presence where it matters most
    • Develop & drive industry blogs that put company in positive light
    15
  • Define Your Goals And Prioritize
    You can do A LOT with social. What do you want to achieve?
    • Drive new members?
    • Build your audience?
    • Educate?
    • Expand your marketing message?
    • Connect with new orgs?
    • Build relationships with influencers?
    • Improve attendance at events?
    • Increase community feedback about your service?
    • Build relationships with news organizations?
    • Connect with new donors?
    • Improve relationship with current donors?
  • Set Realistic And Measurable Objectives
    What to look for:
    • Fan growth?
    • Community interaction?
    • Number of new donors?
    • Outreach to people on Twitter?
    • Number of blog posts about your organization on other blogs?
    • Number of site visits from social?
    • Number of messages sent per week?
    • Number of comments made per week?
    • Number of RT’s?
    You’ll only learn whether or not you’re reaching your goals if you measure what you’re doing!
  • Setting A Social Media Policy
    What to consider:
    • Transparency
    • Disclosure
    • Public/private personas
    • Moderation policies
  • Team Structure
    Governing Board & Org Leadership
    Program Oversight
    Donor
    Services
    PR
    Social Program Leader
    Monitoring, Planning and Execution
    Market-ing
    Program
    Services
    Interns &
    Volunteer
    Program Assistance
  • Escalation Path
    • Allows anyone to step in and traffic inbound messages and comments.
    • Need to decide how you’ll respond to trolls, haters, and unhappy users.
    • Define which roles or positions will be responsible for different situation resolutions.
  • The Meat!
  • Listen
  • Define Your Target Audience
    • Review your program goals and objectives.
    • Reflect on the conversations people are already having.
    • Is your audience:
    • Prospects?
    • Current Supporters?
    • Influencers?
    • Staff and volunteers?
    • Your target audience will help you determine your channels and where you should focus your efforts.
  • Publishing
    The frequency and diversity of your publishing directly impacts your organization’s footprint.
    • Create content geared toward different target groups.
    • Develop a regular cadence.
    • Tap subject matter experts to contribute to your content development.
    • Treat each channel individually.
  • 60-30-10 Model
    Other types of messages
    Traditional communications and fundraising messages
    Sharing resources from 3rd parties, adding value (tips/tricks, news, etc.) for the community, getting insight into what they want from the brand
  • Bring Your Community Together
    ALWAYS do your best to foster a community on your social channels. Add value.
    A strong community:
    • Encourages participation, engagement, and discussion.
    • Creates evangelists.
    • Happy Community = Giving Community
  • Tone
    &
    Voice
    Usually a mix of the word cloud above. Depends on your organization and their goals.
  • Influencer Outreach
  • Creating Advocates
    Any great organization has its diehard supporters. Fostering those relationships should be a priority.
    • Offer incentives
    • Make it a point to follow and engage these members in social channels
    • Tap people for content generation
    • Capture testimonials
    • Contests can be a good way to engage advocates
  • Fundraising
    Remind! Don’t Nag!
    Share Testimonials to Empower
  • Social Fundraising
    • Most users aren’t raising money.
    500,000 registered causes >
    Only 27,000 have raised $
    • Run through Network for Good so make sure to consider the percentage.
    • Individual fundraising campaigns now possible. Something to anticipate.
    Key Considerations:
    • To spread, or to streamline? Is it better to direct to website or direct to Cause?
    • Capturing donor information.
    • Smaller gift levels.
    • Time involved vs. financial returns?
    • Launched in November 2010.
    • Like Facebook for non-profits.
    • Too early to tell real impact. Still in beta.
    • No way to communicate to followers, aggregator.
  • Stay Organized
  • Editorial Calendars
    Your public relations and marketing programs have calendars and your social programs shouldn’t be any different
    • Break out and plan activities for each social channel
    • Assign ownership for each outbound activity
    • Sync regularly with all departments to ensure social is supporting their efforts
    • Track larger market activities for ways to integrate
  • Promoting Your Social Channels
    Suggestions for social integration
    • Website
    • Electronic newsletter
    • Email signature
    • Brochures
    • Paper newsletters
    • Donor communications
    • PR material
    • Marketing
    • Word of mouth
    • Business cards
    • Front desk
  • Social Media Management Tools
    Problem: With many of the third party social media sites, namely Facebook and Twitter, it can be difficult to use them with an entire team. It’s also difficult to track everything.
    Opportunity: Social CMS (content management software) technology tools make it easy to engage, post content to many channels, and include many team members.
    FREE
    PAID
  • Facebook Platform Management Tools
  • Measuring Your Impact
  • Gather Your Metrics And Understand Your Impact
    • Information is power; use your data to support your strategy.
    • Analytics is an ongoing process, but can say a lot.
    • Inbound vs. Outbound
    And, boy, do we have a reporting tool for you!
  • Additional Considerations
    • Mobile and location-based services such as 4Square, Gowalla, mobile giving.
    • Microgiving, Groupon, and LivingSocial.
    • Leveraging evangelists (volunteers).
    • Organization vs. personal identity.
  • Trivia… AKA Prizes!
    • Tweet something you learned so far and include #SCG NPS.
    • Name two social media management platforms?
    • What’s your favorite Internet meme?
    • Name one of the founders of Twitter?
    • What year was Facebook founded?
  • Breakout Sessions…
    Targeting Influencers And Donors– The people interested in you are out there. Online. Bring them home by learning how to find and message them.
    Analytics/ROI– You’ve tweeted, Facebooked, and YouTubed. Now it’s time to measure your success.
    Storytelling With Social– All channels aren’t created equal. Learn more in-depth strategies, tactics, and tips when conquering Twitter, Facebook, YouTube, and blogs.
    Building Your Communities– Are you the lovey type? You should be. Kind of. Get away from the tactics and learn how to foster a community… one that talks, gives feedback, and participates in contests.
  • Panel Discussion… Let The Stories Begin!
    Moderator:
    Andrew Corey, KEXP, Programming Manager
    Panel:
    Judith Austin, Pacific Northwest Ballet, PR and Marketing Assistant
    Kevin Erickson, All-Ages Movement Project, Director
    Melissa Tizon, Swedish Medical Center, Communication Director
    Tara Smith, Seattle Works, Executive Director
  • Appendix
  • Resources For Further Learning
    • SlideShare, “What is Social Media?”
    • http://www.slideshare.net/mzkagan/what-is-social-media-2005829
    • 360i Social Media Playbook
    • http://www.360i.com/pdf/360i-Social-Marketing-Playbook.pdf
    • Crawl, Walk, Run, Fly: Using Social Media for Good
    • http://www.slideshare.net/kanter/watech4good-summit
    • Mashable
    • http://www.mashable.com
    • Google Alerts
    • RSS Feeds
    • Twitter
    Be active and learn from others:
    • Social Media Club – Attend events and talks to others in the social space.
  • Overview Of Social Landscape
    • In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
    • Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – Nielsen
    • Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube , Gmail, Google accounts for 9.85% – Experian Hitwise
    • 64% of Facebook users have liked a brand on Facebook - ExactTarget
    • By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account – TIME (12/7-1/3 edition)
    • Facebook’s fastest growing demographic is 17-35 year olds – TIME
    • 43% of Facebook users who “unlike” a brand do so because of too much push marketing – Exact Target
    • 46% of Internet users worldwide interact with social media on a daily basis -TNS
    Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/
  • Overview Of Social Landscape
    • 25% of social media users are more likely to look into a brand advertising on social media – Adology
    • 15% of these users are more likely to purchase from social media advertisers – Adology
    • 38% of Small & Micro Businesses would use social media more if they had more time or a convenient management solution –  Vistaprint
    • 46% of micro business owners utilize social media – Vistaprint
    • $4.26 billion will be spent on social media marketing globally in 2011 – eMarketer
    • 17% of US online consumers have created a Twitter account – ExactTarget
    • 48% of Twitter users check their account at least once a day – Exact Target
    • 71% of Twitter users expect to receive marketing messages via the platform – Exact Target
    Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/
  • Overview Of Social Landscape
    • 41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget
    • 46% of Twitter users meet with friends more in person over 2009 – Social Mythbusting
    • 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
    • 71% of community members say they are more likely to purchase from brand – Universal McCann
    • 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
    • 63% of corporate community members note that they will recommend brand to friends/family – Universal McCann
    • Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad -  Social Media Case Studies, Stories, Perspectives
    Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/
  • Photo Sources
    Slide 3
    http://www.giantstep.net/index.php/2010/02/erykah-badu-clears-paul-mccartney-sample-via-twitter/
    http://www.flickr.com/photos/matthamm/3383916444/
    Slide 15
    http://www.taf.org/whistle305.htm
    Slide 19
    http://www.flickr.com/photos/floridapfe/2658966009/
    Slide 23
    http://www.transyouthsupportnetwork.blogspot.com/
    Slide 24
    http://www.michaelmccurry.net/2010/07/16/continuing-the-conversation-a-hybrid-events-hit-at-ts%C2%B2-tradeshow/
    Slide 44
    http://registeringdomainnamesismorefunthandoingrealwork.com/blogs/?paged=2