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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
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
Spring Creek Group Social Media Non-Profit Summit 2-24-2011
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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  • 1. Non-Profit<br />Social Media Summit 2011<br />
  • 2. Welcome!<br />@SpringCreekGrp<br />#SCGNPS<br />
  • 3. Who Are We?<br /><ul><li>People – about 40 of us
  • 4. People who like PioneerSquare (and Tat’s deli)
  • 5. People started showing up in 2006
  • 6. People who enjoy Strategy and Planning, Community Management, and Analytics</li></ul>Some of our clients?<br />Do we like non-profits too?<br />HECK YEAH!<br />
  • 7. So, Why Are We Hosting This Thing? <br />
  • 8. Today’s Vision<br />We want you to walk away with<br />actionableways to organize your social media efforts into an effective, efficiently run program. <br />We’ll cover a bit about…<br /><ul><li>Planning
  • 9. Listening to your constituents
  • 10. Execution
  • 11. Team structure
  • 12. Measuring your success
  • 13. And, how you can continue to learn more about social media. </li></li></ul><li>Agenda<br />Industry Best Practices Talk – 1:10-2:10pm<br />Break – 5 minutes<br />Small Groups – 2:15-2:45pm<br />Wrap Up and Break – 15 minutes<br />Panel Discussion and Q&A – 3:00-4:00pm<br />Networking! Ask us questions! Enjoy a drink!<br />
  • 14. A Little Context:This is an exciting time!<br />So long as you’re not afraid of 2 things…<br />
  • 15. Thing 1: the Internet<br />
  • 16. Thing 2: Change<br />
  • 17. Social media is fundamentally changing the way we communicate who we are, what we care about, and with whom we communicate every day.<br />Here’s why…<br />
  • 18. Fun Facts<br /><ul><li>In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
  • 19. 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
  • 20. Facebook’s fastest growing demographic is 17-35 year olds – TIME
  • 21. Social media accounts for ~ 25% of all time spent online, over 35 minutes per hour – Nielsen
  • 22. 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
  • 23. 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
  • 24. 41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget</li></li></ul><li>Myth Busting<br />Social media marketing is NOT…<br />A panacea (i.e. “magical solution to all problems”)<br />A great performance marketing (i.e. direct response) channel<br />“Free”<br />A replacement for good PR<br />Easy<br />Able to create nearly immediate 20% site traffic lift<br />“…the next big thing…”<br />Page 12<br />
  • 25. Social Media Brings Your Mission Forward<br />
  • 26. Do It With APurpose<br />
  • 27. Ask, “Where Is The Opportunity?”<br />About Us<br />About Us<br />About Spring Creek Group<br />Inactive<br /><ul><li>Avoid what customers and competitors are saying about you online
  • 28. Allow competitors to control the conversation about your industry and brand
  • 29. Ignore influential authors who may be able to champion your messages</li></ul>Watch<br /><ul><li>Listen to what your customers are saying about you
  • 30. Track changes in customer perception
  • 31. Monitor competitors in space
  • 32. Leverage data to understand landscape</li></ul>React<br /><ul><li>Respond to negative attacks
  • 33. Correct factual errors
  • 34. Stop competitors from gaining share of voice
  • 35. Compare competitors and analyze partners
  • 36. Utilize a blog to complement “traditional” PR & Comm efforts</li></ul>Engage<br /><ul><li>Provide resources for bloggers to share your message
  • 37. Identify and leverage influencers
  • 38. Create active competitive analysis strategy
  • 39. Reach out to key bloggers</li></ul>Activate<br /><ul><li>Push content and stories to influencers and fans
  • 40. Motivate your ardent supporters and fans to spread the brand love on their own
  • 41. Let community have first look at materials, commercials and other creative</li></ul>Drive<br /><ul><li>Manage message and comment boards for customer groups
  • 42. Maintain and grow thought-leadership presence where it matters most
  • 43. Develop & drive industry blogs that put company in positive light</li></ul>15<br />
  • 44. Define Your Goals And Prioritize<br />You can do A LOT with social. What do you want to achieve?<br /><ul><li>Drive new members?
  • 45. Build your audience?
  • 46. Educate?
  • 47. Expand your marketing message?
  • 48. Connect with new orgs?
  • 49. Build relationships with influencers?
  • 50. Improve attendance at events?
  • 51. Increase community feedback about your service?
  • 52. Build relationships with news organizations?
  • 53. Connect with new donors?
  • 54. Improve relationship with current donors?</li></li></ul><li>Set Realistic And Measurable Objectives<br />What to look for:<br /><ul><li>Fan growth?
  • 55. Community interaction?
  • 56. Number of new donors?
  • 57. Outreach to people on Twitter?
  • 58. Number of blog posts about your organization on other blogs?
  • 59. Number of site visits from social?
  • 60. Number of messages sent per week?
  • 61. Number of comments made per week?
  • 62. Number of RT’s?</li></ul>You’ll only learn whether or not you’re reaching your goals if you measure what you’re doing! <br />
  • 63. Setting A Social Media Policy<br />What to consider:<br /><ul><li>Transparency
  • 64. Disclosure
  • 65. Public/private personas
  • 66. Moderation policies </li></li></ul><li>Team Structure<br />Governing Board & Org Leadership<br />Program Oversight<br />Donor<br />Services<br />PR<br />Social Program Leader<br />Monitoring, Planning and Execution<br />Market-ing<br />Program<br />Services<br />Interns &<br />Volunteer<br />Program Assistance<br />
  • 67. Escalation Path<br /><ul><li>Allows anyone to step in and traffic inbound messages and comments.
  • 68. Need to decide how you’ll respond to trolls, haters, and unhappy users.
  • 69. Define which roles or positions will be responsible for different situation resolutions.</li></li></ul><li>The Meat! <br />
  • 70. Listen<br />
  • 71. Define Your Target Audience<br /><ul><li>Review your program goals and objectives.
  • 72. Reflect on the conversations people are already having.
  • 73. Is your audience:
  • 74. Prospects?
  • 75. Current Supporters?
  • 76. Influencers?
  • 77. Staff and volunteers?
  • 78. Your target audience will help you determine your channels and where you should focus your efforts.</li></li></ul><li>Publishing<br />The frequency and diversity of your publishing directly impacts your organization’s footprint.<br /><ul><li>Create content geared toward different target groups.
  • 79. Develop a regular cadence.
  • 80. Tap subject matter experts to contribute to your content development.
  • 81. Treat each channel individually.</li></li></ul><li>60-30-10 Model<br />Other types of messages<br />Traditional communications and fundraising messages<br />Sharing resources from 3rd parties, adding value (tips/tricks, news, etc.) for the community, getting insight into what they want from the brand<br />
  • 82. Bring Your Community Together<br />ALWAYS do your best to foster a community on your social channels. Add value.<br />A strong community:<br /><ul><li>Encourages participation, engagement, and discussion.
  • 83. Creates evangelists.
  • 84. Happy Community = Giving Community</li></li></ul><li>Tone<br />&<br />Voice<br />Usually a mix of the word cloud above. Depends on your organization and their goals.<br />
  • 85. Influencer Outreach<br />
  • 86. Creating Advocates<br />Any great organization has its diehard supporters. Fostering those relationships should be a priority. <br /><ul><li>Offer incentives
  • 87. Make it a point to follow and engage these members in social channels
  • 88. Tap people for content generation
  • 89. Capture testimonials
  • 90. Contests can be a good way to engage advocates</li></li></ul><li>Fundraising<br />Remind! Don’t Nag!<br />Share Testimonials to Empower<br />
  • 91. Social Fundraising<br /><ul><li>Most users aren’t raising money.</li></ul>500,000 registered causes ><br /> Only 27,000 have raised $<br /><ul><li>Run through Network for Good so make sure to consider the percentage.
  • 92. Individual fundraising campaigns now possible. Something to anticipate.</li></ul>Key Considerations: <br /><ul><li>To spread, or to streamline? Is it better to direct to website or direct to Cause?
  • 93. Capturing donor information.
  • 94. Smaller gift levels.
  • 95. Time involved vs. financial returns?
  • 96. Launched in November 2010.
  • 97. Like Facebook for non-profits.
  • 98. Too early to tell real impact. Still in beta.
  • 99. No way to communicate to followers, aggregator.</li></li></ul><li>Stay Organized<br />
  • 100. Editorial Calendars <br />Your public relations and marketing programs have calendars and your social programs shouldn’t be any different<br /><ul><li>Break out and plan activities for each social channel
  • 101. Assign ownership for each outbound activity
  • 102. Sync regularly with all departments to ensure social is supporting their efforts
  • 103. Track larger market activities for ways to integrate</li></li></ul><li>Promoting Your Social Channels<br />Suggestions for social integration<br /><ul><li>Website
  • 104. Electronic newsletter
  • 105. Email signature
  • 106. Brochures
  • 107. Paper newsletters
  • 108. Donor communications
  • 109. PR material
  • 110. Marketing
  • 111. Word of mouth
  • 112. Business cards
  • 113. Front desk</li></li></ul><li>Social Media Management Tools<br />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.<br />Opportunity: Social CMS (content management software) technology tools make it easy to engage, post content to many channels, and include many team members.<br />FREE<br />PAID<br />
  • 114. Facebook Platform Management Tools<br />
  • 115. Measuring Your Impact<br />
  • 116.
  • 117. Gather Your Metrics And Understand Your Impact <br /><ul><li>Information is power; use your data to support your strategy.
  • 118. Analytics is an ongoing process, but can say a lot.
  • 119. Inbound vs. Outbound</li></ul>And, boy, do we have a reporting tool for you! <br />
  • 120. Additional Considerations<br /><ul><li>Mobile and location-based services such as 4Square, Gowalla, mobile giving.
  • 121. Microgiving, Groupon, and LivingSocial.
  • 122. Leveraging evangelists (volunteers).
  • 123. Organization vs. personal identity.</li></li></ul><li>
  • 124. Trivia… AKA Prizes!<br /><ul><li>Tweet something you learned so far and include #SCG NPS.
  • 125. Name two social media management platforms?
  • 126. What’s your favorite Internet meme?
  • 127. Name one of the founders of Twitter?
  • 128. What year was Facebook founded?</li></li></ul><li>Breakout Sessions…<br />Targeting Influencers And Donors– The people interested in you are out there. Online. Bring them home by learning how to find and message them.<br />Analytics/ROI– You’ve tweeted, Facebooked, and YouTubed. Now it’s time to measure your success.<br />Storytelling With Social– All channels aren’t created equal. Learn more in-depth strategies, tactics, and tips when conquering Twitter, Facebook, YouTube, and blogs.<br />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.<br />
  • 129. Panel Discussion… Let The Stories Begin!<br />Moderator:<br />Andrew Corey, KEXP, Programming Manager<br />Panel:<br />Judith Austin, Pacific Northwest Ballet, PR and Marketing Assistant<br />Kevin Erickson, All-Ages Movement Project, Director<br />Melissa Tizon, Swedish Medical Center, Communication Director <br />Tara Smith, Seattle Works, Executive Director<br />
  • 130. Appendix<br />
  • 131. Resources For Further Learning<br /><ul><li>SlideShare, “What is Social Media?”
  • 132. http://www.slideshare.net/mzkagan/what-is-social-media-2005829
  • 133. 360i Social Media Playbook
  • 134. http://www.360i.com/pdf/360i-Social-Marketing-Playbook.pdf
  • 135. Crawl, Walk, Run, Fly: Using Social Media for Good
  • 136. http://www.slideshare.net/kanter/watech4good-summit
  • 137. Mashable
  • 138. http://www.mashable.com
  • 139. Google Alerts
  • 140. RSS Feeds
  • 141. Twitter</li></ul>Be active and learn from others:<br /><ul><li>Social Media Club – Attend events and talks to others in the social space.</li></li></ul><li>Overview Of Social Landscape<br /><ul><li>In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
  • 142. Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – Nielsen
  • 143. 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
  • 144. 64% of Facebook users have liked a brand on Facebook - ExactTarget
  • 145. By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account – TIME (12/7-1/3 edition)
  • 146. Facebook’s fastest growing demographic is 17-35 year olds – TIME
  • 147. 43% of Facebook users who “unlike” a brand do so because of too much push marketing – Exact Target
  • 148. 46% of Internet users worldwide interact with social media on a daily basis -TNS</li></ul>Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/<br />
  • 149. Overview Of Social Landscape<br /><ul><li>25% of social media users are more likely to look into a brand advertising on social media – Adology
  • 150. 15% of these users are more likely to purchase from social media advertisers – Adology
  • 151. 38% of Small & Micro Businesses would use social media more if they had more time or a convenient management solution –  Vistaprint
  • 152. 46% of micro business owners utilize social media – Vistaprint
  • 153. $4.26 billion will be spent on social media marketing globally in 2011 – eMarketer
  • 154. 17% of US online consumers have created a Twitter account – ExactTarget
  • 155. 48% of Twitter users check their account at least once a day – Exact Target
  • 156. 71% of Twitter users expect to receive marketing messages via the platform – Exact Target</li></ul>Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/<br />
  • 157. Overview Of Social Landscape<br /><ul><li>41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget
  • 158. 46% of Twitter users meet with friends more in person over 2009 – Social Mythbusting
  • 159. 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
  • 160. 71% of community members say they are more likely to purchase from brand – Universal McCann
  • 161. 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
  • 162. 63% of corporate community members note that they will recommend brand to friends/family – Universal McCann
  • 163. Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad -  Social Media Case Studies, Stories, Perspectives</li></ul>Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/<br />
  • 164. Photo Sources<br />Slide 3<br />http://www.giantstep.net/index.php/2010/02/erykah-badu-clears-paul-mccartney-sample-via-twitter/<br />http://www.flickr.com/photos/matthamm/3383916444/<br />Slide 15<br />http://www.taf.org/whistle305.htm<br />Slide 19<br />http://www.flickr.com/photos/floridapfe/2658966009/<br />Slide 23<br />http://www.transyouthsupportnetwork.blogspot.com/<br />Slide 24<br />http://www.michaelmccurry.net/2010/07/16/continuing-the-conversation-a-hybrid-events-hit-at-ts%C2%B2-tradeshow/<br />Slide 44<br />http://registeringdomainnamesismorefunthandoingrealwork.com/blogs/?paged=2<br />

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