Build a Big Brand Online Using Social Networks: Marketing and Communications Strategies Frank Barry(Blackbaud)Jeff Patrick (Common Knowledge)

Who’s Talking?Jeff PatrickPresidentCommon Knowledge@commonknow ^jpFrank BarryManaging ConsultantBlackbaud@franswaaFB

House KeepingWebinar is 60 minutes long + 15 minutes questionsYou are mutedAsk questions any time via the chat windowor use #blackbaud on Twitter and we’ll track it Slides and recording will be posted on our blog at http://www.netwitsthinktank.com after presentationFB

SOCIAL NETWORKING SURVEYIndustry Survey of Nonprofit Use of Social Networking4JP

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June 20087JP

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COMMUNICATION CHANNELSProliferation of Consumer Communication Channels9JP

Communication Channel Fragmentation20081 Newspapers2Magazines3 Email4 Broadcast TV5 Radio6 CD Player7 Cable TV8 Personal Computer9 Satellite Television10 Internet11 Cell Phone12 DVD Player13 Satellite Radio14 MP3 Player/iPod15 Tivo/DVR16 Slingbox17 Blogs18 Online Video19 Mobile Internet20 Console Video Games21 Mobile Games22 Text Messaging23 Mobile Video24 Download Movies25 Podcasts26 Instant Messaging27 Social Networks28 TwitterSource: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem and the rise of the Internet as Mass Medium, Feb 2007 19881 Newspapers2 Magazines3 Cable TV4 Broadcast TV5 Radio6 Cassette Tapes7 Walkman8 VCR9 Personal Computer10 Console Video Game11 PC Video Game19681 Newspapers2 Broadcast TV3 Magazines4 Broadcast Radio5 Eight Track5112810JP

Q: Given the proliferation of the consumer communication channels, what is the right media mix for your organization?A: What are media channel choices? November 0911JP

BLOGSTraditional Media is Changing12JP

What is Your Communication Strategy?What is earned social media?How do you pitch social media “journalists”?Where are the big outlets for social media in your sector?November 0913JP

Traditional PR Meets Social Media14JP

New Media – Blog-based NewsNovember 0915JP

Huffington Post1.9 million uniquevisitors per monthNovember 0916JP

Who’s Visiting Blogs?November 0917JP

BLOGSTargeted Communications Strategy Case Study18JP

Carl Pope: Taking the InitiativePolitical Insights from the Executive Director19JP

The Green LifeIdeas for living well and doing good from Sierra magazine.20JP

Hey Mr. Green Sierra magazine’s answer guy answers your green living questions.21JP

The InsiderThe inside scoop on environmental news, action alerts, outings and more.22JP

Best Practices for Successful Blogging23Success is driven by main 5 factors:Tone or PersonalityFrequency of PostsConsistency of PostsContent and topicsParticipation/Relationships in the Conversation/BlogosphereJP

ONLINE ECOSYSTEMCommunications and Marketing Strategy24FB

External NetworksCampaignFacebookCorpPartnersYouTubeHouseCommunityOrganizationWebsiteBlogosphereInternal Networks25Online Ecosystem: Where do you want to be?FB

2 ExamplesMedia Mix26JP

MySpaceOnline EcosystemFacebookTwitterEQCA.orgBlogYouTubeJune 2008JP

Online Ecosystem at Equality California28JP

Online Ecosystem: LIVESTRONGFacebookTwitterYouTubeWebsiteFlickrBlogEventsFB

Channel SelectionYou need a planYou will have to make choices!Experimentation is cheapScale & ROI require real budgetTargeted use of each channel is a mustMetrics are key for optimizationNovember 0930JP

MICROBLOGGINGWhat is it?31FB

32TwitterFB

Lance Armstrong33FB

Who’s Talking About LIVESTRONG on Twitter?November 0934FB

Twitter Best PracticesStopIt’s not just another megaphone to yell at people with101Answer the question “Why am I on Twitter?”Think about how Twitter fits into your overall online/offline strategyIdentify staff participants and your audienceFind people to followKnow your tone, identity, language, interests, relationshipHumanize Fill out your entire profileUse a human picture and speak in a human voiceBe a person and an organizationPresent the personal angle to org. issuesSincerity, transparency, and democracyParticipateListenEngage regularlyBe ready to learn from your followersRetweet, respond, ask, and follow35FB

SOCIAL MEDIA MONITORINGFree Tools for Monitoring Your Social Media Presence36FB

Why Use Social Media Monitoring Tools?Customer support, Relationship/Community buildingSentiment Volume TrendingSource Identification & PrioritizationComparison to other entitiesKeyword/phrase researchCommunications and marketing strategyBudget allocationNovember 0937FB

http://technorati.com/searchNovember 0938FB

http://blogsearch.google.comFB

http://www.boardtracker.comNovember 0940FB

http://www.backtype.comFB

http://www.twitrratr.com also http://search.twitter.comNovember 0942FB

http://www.facebook.com/lexiconNovember 0943FB

http://www.socialmention.comFB

http://www.howsociable.comFB

Listening Dashboard

3rd Part Apps

Five Best Practices for Social Media MonitoringDefine objectivesTrending is more important than static metricsDetailed validation of results is crucialUse in conjunction with other tools for best accuracyMake analysis actionable (relate to objectives)November 0948FB

MARKETINGFacebook49FB

Event Fundraising with Facebookhttp://www.facebook.com/StartWalkingNowDisplays on personal profileOrg/Event brandedFundraising focusedPersonalized giving resultsPersonalized donation linkProgress meterWall and news feed updates … !!FB

Displays on personal profile

Org/Event branded

Fundraising focused

Personalized giving results

Personalized donation link

Progress meter

Wall and news feed updates … !!

Facebook Event FriendRaising (Leveraging Networks)FB

How big this gets…November 0952FB

Here’s some #’s that will blow your mindAssume 1,000 people put a badge on their profileEach person has ~130 friendsThat’s 130,000 people that could get exposed to the badgeAssume 1/10 of those 130,000 people in turn simply post a message to their status line:12,000 x 130 = 1.5 M people + 130 K = ~1.65 M! More than 1.6 million people will get exposed to your event!November 0953FB

HOUSE SOCIAL NETWORKSCommunications & Marketing54JP

55Why About ‘House’ Social Networks?More Control of Community FeaturesFull Access to DataBetter Community Management ToolsStreamlined Design & DevelopmentIntegrate Content, Service & Social NetworkingIntegrate FundraisingJP

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Market House Network via Facebook/MySpace BadgeArthritisFoundationMySpace,Facebook &House NetworkBadgeJP59

Questions?Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

The End … We appreciate your time!Frank BarryManaging ConsultantBlackbaud858.795.8947www.blackbaud.comfrank.barry@blackbaud.com@franswaa (http://twitter.com/franswaa) Jeff PatrickPresident & FounderCommon Knowledgewww.commonknow.comjpatrick@commonknow.com@commonknow (http://twitter.com/commonknow)