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Social Media: An Introduction for Fundraisers
 

Social Media: An Introduction for Fundraisers

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A copy of the slides used in a presentation to members of the Conrwall Fundraisers Forum, Monday 20th September 2010.

A copy of the slides used in a presentation to members of the Conrwall Fundraisers Forum, Monday 20th September 2010.

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    Social Media: An Introduction for Fundraisers Social Media: An Introduction for Fundraisers Presentation Transcript

    • Social Media
      An Introduction for Fundraisers
      Presented to the Cornwall Fundraisers Forum – Monday 20th September 2010
    • Before we get started… Who Am I?
      My name is Aren Grimshaw.
      I am a Social Media Consultant working with businesses and other organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers / supporters.
      I have been working in sales, marketing and media roles for over 10 years.
      I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivalsand a UK Regional Coordinator of Twestival UK 2010.
      You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.
    • What will you takeaway from today’s session?
      An understanding of what Social Media can do for you and your organisation.
      Knowledge of what the term Social Media means and how it came into being.
      An insight into all the technologies and how they fit into the wider communications mix.
      A peek into what others are already doing .
      Knowledge of the planning processes.
      Some ideas to implement for yourselves.
      Some further reading materials to continue your learning.
    • What is Social Media?
    • “Media for social interaction, using highly accessible and scalable publishing techniques.”
      Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media
    • or
      “...it’s how people read,
      discover and share
      information.”
    • Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales
    • The Key Aspects & Terminology
      Web 1.0, 2.0 & 4.0
      Real Time
      Viral
      Authenticity / Transparency
      User Generated Content (UGC)
      Consumer Generated Media (CGM)
    • Putting it in context – Why now?
      Technology
      Society
      Computing Power
      Processor Power
      Internet Speeds
      Digital Cameras
      iPods
      Smartphones
      iPhones / iPads
      Generation Y / Net Gens
      Out of Town Shopping
      E-commerce
      Longer Working Hours
      Migration & Immigration
      Erosion of Community Centres
      The Age of Spin
    • The Technology
    • Social Media Platforms
      File Sharing Sites
      Blogs
      Social Networks
      Social Bookmarks
      Live Streaming
      Forums
      Wiki Sites
      Aggregators
      Review Systems
    • What is Facebook?
      Launched 2004
      500m Active Users
      50% of users are between 25-49
    • Latest Statistics
      50% log on in any given day
      150m+ access via mobile devices (and are twice as active)
      35m+ users update their status each day
      60m+ status updates posted each day
      30bn+ pieces of content shared per month
      Source: http://www.facebook.com/press/info.php?statistics
    • An Average user…
      130+ Friends
      55 minutes on the site per day
      Is connected to 80 pages, groups &events
      Adds 25 comments to content each month
      Creates 90 pieces of content each month
      Source: http://www.facebook.com/press/info.php?statistics
    • Some Statistics
      77% active internet users read blogs
      133m+ blogs
      55% more traffic
    • What is Twitter?
      • Social Network
      • Blogging Platform
      • Search Engine
      • Focus Group
      • News Wire
    • Some Statistics
      145m registered users
      300k new users sign up per day
      180m unique visitors per month
      600m+ search queries on Twitter per day
    • An Average user…
      Is 31
      Has 126 Followers
      75% of traffic comes from third-party apps
      37% of active users use their phone to update
    • Location
      Web Address
      Bio
      Avatar
      Custom
      Background
    • What is LinkedIn?
      ‘Professional Network’
      65m+ members
      150 industries
      200 countries / territories
    • Some Statistics
      1 new user per second
      £68,000 Average earnings
      46% decision makers
    • Developing a Strategy
    • Developing Your Strategy (CARAT)
      Community Targets
      Aims & Objectives
      Resources Available
      Approach or Strategy
      Technology to be Used
    • Identifying your Community
      S
      I
      P
    • Defining Objectives - General
      SEO: link building, content factors
      Marketing: Promote business, brand awareness
      PR: Manage reputation, get news out
      Sales: New contact routes, increase purchasing
      Engagement: Increase loyalty, foster word of mouth
      Research: Identify trends / niches, consultation
      Management: Collaboration, knowledge sharing
    • Defining Objectives – Fundraiser / Charitable
      Add authority to your campaigns
      Increase support or memberships
      Increase action from supporters
      Improve communication
      Provide a spotlight on activities
      Increase awareness
      Enlist volunteers
      Drive donations
    • Resources
      Time
      Money
      People
      Skills
      Business As Usual Activity (BAU)
    • The Approach
    • The VCP Rule
      Visibility
      Credibility
      Profitability
    • The VCP Rule
      Visibility
      Reach but no Results
      (Technology Centred Approach)
    • The VCP Rule
      Credibility
      No chance to connect – no results
      (Content Focused Approach)
    • Some Examples
    • Where Now: Five Steps
    • Where now?
      Start listening
      Get more from your existing activity
      Create the right accounts
      Start to build your supporter base
      Develop a strategy
    • 1. Start Listening
      “Just because you
      leave the room, it doesn’t mean that those left behind aren’t talking about you.“
    • 1. Start Listening
      Set up your alerts:
      Google Alertshttp://www.google.com/alerts
      Social Mentionhttp://www.socialmention.com
    • 2. Get more from your existing marketing
      “Don’t tell them you’re funny, tell them a joke”
      “Get more bang for your buck”
    • “Get more bang for your buck”
      You’re delivering a presentation to a group of supporters. Why not...
      Upload the presentation online?
      Broadcast the event live over the internet?
      Live-blog the event?
      Add all the guests as new contacts on online networks?
      Upload photos of the event?
    • 3. Create the right accounts
      Choose the right type of account
      Make it clear what people should expect
      Encourage regular interaction
      Avoid spamming
    • Facebook Groups, Pages & Profiles
      Profiles = Individuals
      Your connections are known as ‘Friends’
      Pages = Businesses and Organisations
      Individuals ‘Like’ your Page (Your organisation)
      Administered by an individual(s) Profile (private)
      Groups= ‘Communities’
      Individuals ‘Join’ your Group
      Administered by an individual(s) Profile (public)
    • Facebook Help
      Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages
      Facebook Page Setuphttp://www.facebook.com/page
    • 4. Start to build your supporter base
      Professional Networking - Businesshttp://www.linkedin.com
      Social Networking - Consumerhttp://www.facebook.com
    • 4. Start to build your supporter base
      Connect with your existing supporters first
      Promote your network details
      Don’t broadcast - connect
      Don’t rush to speak, listen first
      Provide mechanisms for supporters to help you
    • 5. Develop a Strategy
      Ask yourself:
      Where are we now?
      Where do we want to go?
      How are we going to get there?
    • Where are you now?
      Collect all your current performance figures (Benchmark)
      Website visitors
      Time on site
      Number of supporters
      Number of donations
      Mentions on social networks
      Interactions with supporters
      http://google.com/analytics
    • Where do you want to get to?
      Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)
      Decide how you will measure your results – link to your initial benchmark
    • Further Reading
    • You will find these really useful...
      Fundraising 2.0
      How Networked Nonprofits Use Facebook
      Leveraging Social Media for Fundraising Success
      Beth's Blog
    • Getting more support...
    • How can I help?
      Explaining How…
      I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams.
      Explaining What…
      Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives.
      Explaining Why…
      This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results.
      Doing it…
      I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.
    • Getting in touch
      Search for “arengrimshaw” on Google
      Or
      Tel: 01872 273103
      Mob: 07598 242212
      Email: info@arengrimshaw.co.uk
      Web: www.arengrimshaw.co.uk