Build a Big Brand Online Using Social Networks: Marketing and Communications Strategies <br />Frank Barry(Blackbaud)<br />...
Who’s Talking?<br />Jeff Patrick<br />President<br />Common Knowledge<br />@commonknow ^jp<br />Frank Barry<br />Managing ...
House Keeping<br />Webinar is 60 minutes long + 15 minutes questions<br />You are muted<br />Ask questions any time via th...
SOCIAL NETWORKING SURVEY<br />Industry Survey of Nonprofit Use of Social Networking<br />4<br />JP<br />
5<br />JP<br />
6<br />JP<br />
June 2008<br />7<br />JP<br />
June 2008<br />8<br />JP<br />
COMMUNICATION CHANNELS<br />Proliferation of Consumer Communication Channels<br />9<br />JP<br />
Communication Channel Fragmentation<br />2008<br />1 Newspapers<br />2Magazines<br />3 Email<br />4 Broadcast TV<br />5 Ra...
Q: Given the proliferation of the consumer communication channels, what is the right media mix for your organization?<br /...
BLOGS<br />Traditional Media is Changing<br />12<br />JP<br />
What is Your Communication Strategy?<br />What is earned social media?<br />How do you pitch social media “journalists”?<b...
Traditional PR Meets Social Media<br />14<br />JP<br />
New Media – Blog-based News<br />November 09<br />15<br />JP<br />
Huffington Post<br />1.9 million unique<br />visitors per month<br />November 09<br />16<br />JP<br />
Who’s Visiting Blogs?<br />November 09<br />17<br />JP<br />
BLOGS<br />Targeted Communications Strategy Case Study<br />18<br />JP<br />
Carl Pope: Taking the Initiative<br />Political Insights from the Executive Director<br />19<br />JP<br />
The Green Life<br />Ideas for living well and doing good from Sierra magazine.<br />20<br />JP<br />
Hey Mr. Green <br />Sierra magazine’s answer guy answers your green living questions.<br />21<br />JP<br />
The Insider<br />The inside scoop on environmental news, action alerts, outings and more.<br />22<br />JP<br />
Best Practices for Successful Blogging<br />23<br />Success is driven by main 5 factors:<br />Tone or Personality<br />Fre...
ONLINE ECOSYSTEM<br />Communications and Marketing Strategy<br />24<br />FB<br />
External Networks<br />Campaign<br />Facebook<br />Corp<br />Partners<br />YouTube<br />House<br />Community<br />Organiza...
2 Examples<br />Media Mix<br />26<br />JP<br />
MySpace<br />Online Ecosystem<br />Facebook<br />Twitter<br />EQCA.org<br />Blog<br />YouTube<br />June 2008<br />JP<br />
Online Ecosystem at Equality California<br />28<br />JP<br />
Online Ecosystem: LIVESTRONG<br />Facebook<br />Twitter<br />YouTube<br />Website<br />Flickr<br />Blog<br />Events<br />F...
Channel Selection<br />You need a plan<br />You will have to make choices!<br />Experimentation is cheap<br />Scale & ROI ...
MICROBLOGGING<br />What is it?<br />31<br />FB<br />
32<br />Twitter<br />FB<br />
Lance Armstrong<br />33<br />FB<br />
Who’s Talking About LIVESTRONG on Twitter?<br />November 09<br />34<br />FB<br />
Twitter Best Practices<br />Stop<br />It’s not just another megaphone to yell at people with<br />101<br />Answer the ques...
SOCIAL MEDIA MONITORING<br />Free Tools for Monitoring Your Social Media Presence<br />36<br />FB<br />
Why Use Social Media Monitoring Tools?<br />Customer support, Relationship/Community building<br />Sentiment <br />Volume ...
http://technorati.com/search<br />November 09<br />38<br />FB<br />
http://blogsearch.google.com<br />FB<br />
http://www.boardtracker.com<br />November 09<br />40<br />FB<br />
http://www.backtype.com<br />FB<br />
http://www.twitrratr.com also http://search.twitter.com<br />November 09<br />42<br />FB<br />
http://www.facebook.com/lexicon<br />November 09<br />43<br />FB<br />
http://www.socialmention.com<br />FB<br />
http://www.howsociable.com<br />FB<br />
Listening Dashboard<br />
3rd Part Apps<br />
Five Best Practices for Social Media Monitoring<br />Define objectives<br />Trending is more important than static metrics...
MARKETING<br />Facebook<br />49<br />FB<br />
Event Fundraising with Facebook<br />http://www.facebook.com/StartWalkingNow<br /><ul><li>Displays on personal profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation link
Progress meter
Wall and news feed updates … !!</li></ul>FB<br />
Facebook Event FriendRaising (Leveraging Networks)<br />FB<br />
How big this gets…<br />November 09<br />52<br />FB<br />
Here’s some #’s that will blow your mind<br />Assume 1,000 people put a badge on their profile<br />Each person has ~130 f...
HOUSE SOCIAL NETWORKS<br />Communications & Marketing<br />54<br />JP<br />
55<br />Why About ‘House’ Social Networks?<br />More Control of Community Features<br />Full Access to Data<br />Better Co...
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Build A Big Brand Online Using Social Networks: Marketing And Communications Strategies

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Using real-world case studies we'll look at why social networking is valuable for nonprofitslooking to build a brand online.

From: Blackbaud's Social Media for Nonprofits Web Series- Building a Big Brand Using Social Networks November 3, 2009

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Build A Big Brand Online Using Social Networks: Marketing And Communications Strategies

  1. 1. Build a Big Brand Online Using Social Networks: Marketing and Communications Strategies <br />Frank Barry(Blackbaud)<br />Jeff Patrick (Common Knowledge)<br />
  2. 2. Who’s Talking?<br />Jeff Patrick<br />President<br />Common Knowledge<br />@commonknow ^jp<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />@franswaa<br />FB<br />
  3. 3. House Keeping<br />Webinar is 60 minutes long + 15 minutes questions<br />You are muted<br />Ask questions any time via the chat windowor use #blackbaud on Twitter and we’ll track it <br />Slides and recording will be posted on our blog at http://www.netwitsthinktank.com after presentation<br />FB<br />
  4. 4. SOCIAL NETWORKING SURVEY<br />Industry Survey of Nonprofit Use of Social Networking<br />4<br />JP<br />
  5. 5. 5<br />JP<br />
  6. 6. 6<br />JP<br />
  7. 7. June 2008<br />7<br />JP<br />
  8. 8. June 2008<br />8<br />JP<br />
  9. 9. COMMUNICATION CHANNELS<br />Proliferation of Consumer Communication Channels<br />9<br />JP<br />
  10. 10. Communication Channel Fragmentation<br />2008<br />1 Newspapers<br />2Magazines<br />3 Email<br />4 Broadcast TV<br />5 Radio<br />6 CD Player<br />7 Cable TV<br />8 Personal Computer<br />9 Satellite Television<br />10 Internet<br />11 Cell Phone<br />12 DVD Player<br />13 Satellite Radio<br />14 MP3 Player/iPod<br />15 Tivo/DVR<br />16 Slingbox<br />17 Blogs<br />18 Online Video<br />19 Mobile Internet<br />20 Console Video Games<br />21 Mobile Games<br />22 Text Messaging<br />23 Mobile Video<br />24 Download Movies<br />25 Podcasts<br />26 Instant Messaging<br />27 Social Networks<br />28 Twitter<br />Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem<br /> and the rise of the Internet as Mass Medium, Feb 2007 <br />1988<br />1 Newspapers<br />2 Magazines<br />3 Cable TV<br />4 Broadcast TV<br />5 Radio<br />6 Cassette Tapes<br />7 Walkman<br />8 VCR<br />9 Personal Computer<br />10 Console Video Game<br />11 PC Video Game<br />1968<br />1 Newspapers<br />2 Broadcast TV<br />3 Magazines<br />4 Broadcast Radio<br />5 Eight Track<br />5<br />11<br />28<br />10<br />JP<br />
  11. 11. Q: Given the proliferation of the consumer communication channels, what is the right media mix for your organization?<br />A: What are media channel choices? <br />November 09<br />11<br />JP<br />
  12. 12. BLOGS<br />Traditional Media is Changing<br />12<br />JP<br />
  13. 13. What is Your Communication Strategy?<br />What is earned social media?<br />How do you pitch social media “journalists”?<br />Where are the big outlets for social media in your sector?<br />November 09<br />13<br />JP<br />
  14. 14. Traditional PR Meets Social Media<br />14<br />JP<br />
  15. 15. New Media – Blog-based News<br />November 09<br />15<br />JP<br />
  16. 16. Huffington Post<br />1.9 million unique<br />visitors per month<br />November 09<br />16<br />JP<br />
  17. 17. Who’s Visiting Blogs?<br />November 09<br />17<br />JP<br />
  18. 18. BLOGS<br />Targeted Communications Strategy Case Study<br />18<br />JP<br />
  19. 19. Carl Pope: Taking the Initiative<br />Political Insights from the Executive Director<br />19<br />JP<br />
  20. 20. The Green Life<br />Ideas for living well and doing good from Sierra magazine.<br />20<br />JP<br />
  21. 21. Hey Mr. Green <br />Sierra magazine’s answer guy answers your green living questions.<br />21<br />JP<br />
  22. 22. The Insider<br />The inside scoop on environmental news, action alerts, outings and more.<br />22<br />JP<br />
  23. 23. Best Practices for Successful Blogging<br />23<br />Success is driven by main 5 factors:<br />Tone or Personality<br />Frequency of Posts<br />Consistency of Posts<br />Content and topics<br />Participation/Relationships in the Conversation/Blogosphere<br />JP<br />
  24. 24. ONLINE ECOSYSTEM<br />Communications and Marketing Strategy<br />24<br />FB<br />
  25. 25. External Networks<br />Campaign<br />Facebook<br />Corp<br />Partners<br />YouTube<br />House<br />Community<br />Organization<br />Website<br />Blogosphere<br />Internal Networks<br />25<br />Online Ecosystem: Where do you want to be?<br />FB<br />
  26. 26. 2 Examples<br />Media Mix<br />26<br />JP<br />
  27. 27. MySpace<br />Online Ecosystem<br />Facebook<br />Twitter<br />EQCA.org<br />Blog<br />YouTube<br />June 2008<br />JP<br />
  28. 28. Online Ecosystem at Equality California<br />28<br />JP<br />
  29. 29. Online Ecosystem: LIVESTRONG<br />Facebook<br />Twitter<br />YouTube<br />Website<br />Flickr<br />Blog<br />Events<br />FB<br />
  30. 30. Channel Selection<br />You need a plan<br />You will have to make choices!<br />Experimentation is cheap<br />Scale & ROI require real budget<br />Targeted use of each channel is a must<br />Metrics are key for optimization<br />November 09<br />30<br />JP<br />
  31. 31. MICROBLOGGING<br />What is it?<br />31<br />FB<br />
  32. 32. 32<br />Twitter<br />FB<br />
  33. 33. Lance Armstrong<br />33<br />FB<br />
  34. 34. Who’s Talking About LIVESTRONG on Twitter?<br />November 09<br />34<br />FB<br />
  35. 35. Twitter Best Practices<br />Stop<br />It’s not just another megaphone to yell at people with<br />101<br />Answer the question “Why am I on Twitter?”<br />Think about how Twitter fits into your overall online/offline strategy<br />Identify staff participants and your audience<br />Find people to follow<br />Know your tone, identity, language, interests, relationship<br />Humanize <br />Fill out your entire profile<br />Use a human picture and speak in a human voice<br />Be a person and an organization<br />Present the personal angle to org. issues<br />Sincerity, transparency, and democracy<br />Participate<br />Listen<br />Engage regularly<br />Be ready to learn from your followers<br />Retweet, respond, ask, and follow<br />35<br />FB<br />
  36. 36. SOCIAL MEDIA MONITORING<br />Free Tools for Monitoring Your Social Media Presence<br />36<br />FB<br />
  37. 37. Why Use Social Media Monitoring Tools?<br />Customer support, Relationship/Community building<br />Sentiment <br />Volume Trending<br />Source Identification & Prioritization<br />Comparison to other entities<br />Keyword/phrase research<br />Communications and marketing strategy<br />Budget allocation<br />November 09<br />37<br />FB<br />
  38. 38. http://technorati.com/search<br />November 09<br />38<br />FB<br />
  39. 39. http://blogsearch.google.com<br />FB<br />
  40. 40. http://www.boardtracker.com<br />November 09<br />40<br />FB<br />
  41. 41. http://www.backtype.com<br />FB<br />
  42. 42. http://www.twitrratr.com also http://search.twitter.com<br />November 09<br />42<br />FB<br />
  43. 43. http://www.facebook.com/lexicon<br />November 09<br />43<br />FB<br />
  44. 44. http://www.socialmention.com<br />FB<br />
  45. 45. http://www.howsociable.com<br />FB<br />
  46. 46. Listening Dashboard<br />
  47. 47. 3rd Part Apps<br />
  48. 48. Five Best Practices for Social Media Monitoring<br />Define objectives<br />Trending is more important than static metrics<br />Detailed validation of results is crucial<br />Use in conjunction with other tools for best accuracy<br />Make analysis actionable (relate to objectives)<br />November 09<br />48<br />FB<br />
  49. 49. MARKETING<br />Facebook<br />49<br />FB<br />
  50. 50. Event Fundraising with Facebook<br />http://www.facebook.com/StartWalkingNow<br /><ul><li>Displays on personal profile
  51. 51. Org/Event branded
  52. 52. Fundraising focused
  53. 53. Personalized giving results
  54. 54. Personalized donation link
  55. 55. Progress meter
  56. 56. Wall and news feed updates … !!</li></ul>FB<br />
  57. 57. Facebook Event FriendRaising (Leveraging Networks)<br />FB<br />
  58. 58. How big this gets…<br />November 09<br />52<br />FB<br />
  59. 59. Here’s some #’s that will blow your mind<br />Assume 1,000 people put a badge on their profile<br />Each person has ~130 friends<br />That’s 130,000 people that could get exposed to the badge<br />Assume 1/10 of those 130,000 people in turn simply post a message to their status line:<br />12,000 x 130 = 1.5 M people + 130 K = ~1.65 M!<br /> More than 1.6 million people will get exposed to your event!<br />November 09<br />53<br />FB<br />
  60. 60. HOUSE SOCIAL NETWORKS<br />Communications & Marketing<br />54<br />JP<br />
  61. 61. 55<br />Why About ‘House’ Social Networks?<br />More Control of Community Features<br />Full Access to Data<br />Better Community Management Tools<br />Streamlined Design & Development<br />Integrate Content, Service & Social Networking<br />Integrate Fundraising<br />JP<br />
  62. 62. 56<br />JP<br />
  63. 63. 57<br />JP<br />
  64. 64. 58<br />JP<br />
  65. 65. Market House Network via Facebook/MySpace Badge<br />Arthritis<br />Foundation<br />MySpace,<br />Facebook &<br />House Network<br />Badge<br />JP<br />59<br />
  66. 66. Questions?<br />Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/<br />
  67. 67. The End … We appreciate your time!<br />Frank Barry<br />Managing Consultant<br />Blackbaud<br />858.795.8947<br />www.blackbaud.com<br />frank.barry@blackbaud.com<br />@franswaa (http://twitter.com/franswaa) <br />Jeff Patrick<br />President & Founder<br />Common Knowledge<br />www.commonknow.com<br />jpatrick@commonknow.com<br />@commonknow (http://twitter.com/commonknow) <br />

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