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

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/

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

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

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

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

by Spring Creek Group

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

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