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Social Media for Non Profits - Westminster College
 

Social Media for Non Profits - Westminster College

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Social Media for Non Profits semniar given at Westminster College in Mesa Arizona in October, 2013. Though the seminar was geared towards non-profits, the principles apply to any organization.

Social Media for Non Profits semniar given at Westminster College in Mesa Arizona in October, 2013. Though the seminar was geared towards non-profits, the principles apply to any organization.

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    Social Media for Non Profits - Westminster College Social Media for Non Profits - Westminster College Presentation Transcript

    • Management Information Systems Program Presents Social Media for Nonprofits Created by: Brian Critchfield
    • Who Am I? • • • • • • • • • • 20 years of experience Started 2 marketing agencies Pioneer in social media International speaker, author, and consultant Launched close to 100 companies/divisions/products Done work for Microsoft, HP, Kodak, Bridgestone, Weyerhaeuser, Toyota, Intel, and dozens more BBA in Marketing from Boise State MBA in Global Business from Thunderbird Marketing faculty at Westminster College, University of Phoenix, and Grand Canyon University Chief Navel Gazer at Navel Marketing
    • “You cannot sell a man who isn't listening. Word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance” Bill Bernbach, co-founder of DDB Advertising
    • Dove
    • Dove • Launched in the 1950s with a new beauty bar that would dry skin like soap • Grew into "the world's top cleansing brand" • Renewed obsession with beauty, personal care, and “agedefying” products • By 2004, had become just another skin care company • Fighting for attention among parent company's brands such as Lux, Pond's, Sunsilk, and Vaseline • Needed to do something to become relevant again
    • Dove • Research showed: • Only 2 percent of women around the world described themselves as beautiful • 13 percent of women said they were very satisfied with their body weight and shape • 75 percent strongly agree that they wish ‘the media did a better job of portraying women of diverse physical attractiveness’ • Dove’s Mission: “make women feel beautiful every day by widening today's stereotypical view of beauty and inspiring women to take great care of themselves.”
    • Dove • “Campaign for Real Beauty” (Campaign = Cause) • Focus all marketing efforts on what the target market cares most about, not pitching products • Launched in England in 2004 and in the US the next summer • Launched prior to the creation and growth of many of the social media tools • Used advertising, videos, workshops, PR, events • Dove Self-Esteem Fund • Series of Superbowl commercials
    • Dove
    • Dove • Results: • Won a myriad of “industry awards” • Dollar sales jumped 2% in one month • Sales of firming products increased 700% in Europe in first 6 months • Double-digit growth in sales for Q1 and Q2 2005 • US sales for year ending Aug 7, 2005 were up 6% to $500 million • Unit sales rose 5% and it finally broke the $1 billion barrier
    • Dove • Why? • Tapped into what target audience cared most about: selfesteem and self-image • Tapped into one of our biggest responsibilities as parents • Developed a cause that was both important to the target market and core to the brand’s mission • Not just lip service - developed the Self-Esteem Fund, workshops, resources, etc. • Evangelists buy into causes
    • Dove • Bob Garfield, Ad Critic, “The hard part will be staying on the path. What happens when Dove sales begin to flag and market share begins to slide? That will be the test of true righteousness. Does the "Campaign for Real Beauty" then get disposed of, like last year's fashions, or dubiously "enhanced," like a pair of fake breasts?” • Trojan Horse Photoshop Action • Real Beauty Sketches
    • Customer Evangelist • What is an evangelist? • “A person marked by evangelical enthusiasm for or support of any cause.”* • Term originated with religion *Dictionary.com
    • Customer Evangelist • 3 Levels: • Satisfied - Happy, but will go anywhere • Loyal - Only buy from you • Evangelist - Voluntary sales force • If someone is going to invest time or energy in your brand, it has to be wrapped in a cause • “Make Meaning” • “Making the world, or an industry, better” • Customers buy products, evangelists buy causes
    • Cause
    • Marketing From the Navel ❍ Cause ❍ Position ❍ Culture ❍ Product ❍ Message ❍ Experience ❍ Measurements
    • What is Social Media?
    • What is Social Media? Definition Conversation Technologies Tools Social Networks/Communities Blogs, Micro-blogs Social Tagging/Bookmarking Podcast/Vidcast Wikis, Forums, RSS Social Commerce Photo/Video Sharing
    • What is Social Media?
    • Some Facts…
    • Some Facts…
    • Some Facts…
    • Some Facts…
    • Some Facts…
    • Compared to national Facebook users, Phoenix Facebook users are a little younger and a little more affluent. Demographics Gender Men Women Age 18-24 25-34 35-44 45-54 55-64 65+ HH Income Less Than $60K $60K - $74K $75K - $99K $100K+ U.S. Facebook.com Phoenix Index U.S. Linkedin.com Phoenix Index U.S. MySpace.com Phoenix Index U.S. Twitter.com Phoenix Index 74% 77% 77% 83% 104 108 18% 15% 20% 20% 111 133 16% 14% 17% 18% 106 129 16% 15% 17% 13% 106 87 92% 87% 83% 79% 73% 67% 94% 87% 78% 77% 68% 67% 102 100 94 97 93 100 26% 17% 22% 25% 29% 22% 12% 21% 12% 24% 31% 31% 46 124 55 96 107 141 9% 20% 15% 13% 10% 7% 35% 18% 14% 12% 9% 10% 389 90 93 92 90 143 26% 18% 16% 14% 12% 12% 23% 16% 14% 13% 13% 12% 88 89 88 93 108 100 76% 76% 73% 73% 77% 82% 73% 75% 101 108 100 103 11% 15% 21% 27% 26% 27% 23% 28% 236 180 110 104 16% 15% 14% 13% 16% 17% 14% 16% 100 113 100 123 15% 16% 16% 17% 17% 14% 21% 18% 113 88 131 106 Index: Compared to national Facebook users, Phoenix Facebook users are 3% more likely to have household income in excess of $100,000. Source: comScore August 2011
    • Some Facts…
    • Some Facts…
    • Some Facts… 41.5% say they’d recommend a business that they heard about from friends on Facebook 36% recommend brands they learned about on Blogs
    • Some Facts…
    • Benefits of Social Media Social Media Marketing Industry Report. April, 2013
    • The Conversation is Already Going On Right now, at this moment, people are talking about your product online. You can’t start it or stop it. You can choose not to engage . . . .” Jim Licinski, Google
    • The Analogy
    • Key to Social Media "When there were just a few platforms, means of communications were controlled by governments and corporations… *that+ paradigm shattered. New technology has made it possible for every one to be a broadcaster. Anyone can take the stage and hold it depending on their content. We [UNICEF] decided that we should get involved in as many of the new platforms for delivering our messages about children as we could.“ Stephen Cassidy , UNICEF
    • Social Media Publish Nurture Syndicate Engage Integrate Monitor
    • Publish
    • Publish
    • Publish • Conversation without content is empty rhetoric • In social media, the difference between consumer and professional is content • Content: • Demonstrates thought leadership • Drives conversation • Increases findability
    • What to Publish
    • What to Publish 1. 2. 3. 4. 5. 6. Focus on the cause Promote Educate Advocate Collaborate Aggregate
    • What to Tools to Use • • • • • • Blogs YouTube Podcast White Papers Seminars Newsletters
    • Syndicate • Once great content is created, use “as many of the new platforms for delivering *y+our message” as you can • Increase reach and frequency of exposure to your content • RSS = Really Simple Syndication • http://navelmarketing.com/feed/ • PPLS • • • • Plug your feed in wherever possible Push content through Newsletters Link to specific content Share content offline
    • Syndicate
    • Syndicate
    • Syndicate
    • Integrate • In order to maximize efficiency and effectiveness, integrate your platforms • Use RSS to share content • Use integrated technology tools • HootSuite • TwitterFeed • Facebook Applications
    • Integrate
    • Integrate
    • Monitor • Social Media is infinitely trackable • Active • Google Search • Technorati • Twitter Search • Passive • Google Alerts • Twitter Instant Updates • TweetDeck/Hootsuite • Mention
    • Monitor
    • Monitor
    • Monitor
    • Monitor
    • Monitor
    • Engage • Content without conversation is advertising • Respond to comments directed to you • React to other’s commentary • Engage in meaningful discussions • Seek out the “coffee shops” related to your target and engage • “Cocktail party” rules • Start with an introduction and a question • Be humble and respectful • Be you
    • Nurture • Look for opportunities to add value • Links • Introductions • Answers • Promotion • The easiest way to make friends is to serve • “Service is the price we pay for the privilege of living on this earth.” Gandhi
    • Nurture
    • Nurture
    • Nurture
    • Summary • • • • Become an organization worth talking about Then facilitate and participate in conversations Social Media are conversation technologies Social media can not only increase your brand awareness, but generate donations • Successful social media combines content and conversation
    • Social Media Publish Nurture Syndicate Engage Integrate Monitor
    • www.westminster-mo.edu