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Social Media That Works for Nonprofts



This presentation reviews a range of information including how to use social media to engage, manage a crisis and more.

This presentation reviews a range of information including how to use social media to engage, manage a crisis and more.



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    Social Media That Works for Nonprofts Social Media That Works for Nonprofts Presentation Transcript

    • Engage Online: Social Media Tactics That Work for Nonprofits PRSA November 9, 2010
    • Revolution or Fad? http://www.youtube.com/watch?v=q2KooiDgYfA
    • The Original Social Networks
      • 70’s: Discos
      • 80’s: Group Travel
      • 90’s: Wine Tastings
      • 60’s: The Royal Order of the Water Buffaloes and…
      Book, Bridge, Garden Clubs
    • Today, It’s a Digital Party
      • Blogs
      • E-mail marketing
      • Mobile marketing
        • Apps
        • Coupons
        • Shopping
      • Social media
        • Facebook, Twitter, YouTube, Flickr
      • Web TV
    • Word of Mouth Visualized
    • Conversation Prism
    • Mind Blowing Stats
      • 20,000,000
        • People who become fans of Facebook pages per day
      • 50,000,000
        • The average number of Tweets per day on Twitter
      • 100,000,000
        • Active users accessing Facebook through their mobile devices
      • 2,000,000,000
        • The number of YouTube videos viewed per day. A new video is uploaded every minute/24 hours a day
      • 4,000,000,000
        • The number of photos archived on Flickr (10/09)
      • 5,000,000,000
        • The amount of content shared each week on FB
    • Social Media Use by NPOs
      • 51% of NPOs are active users of SM
      • 67% say SM is changing how they communicate with broad external audiences, but not stakeholders
      • 52% do not currently have the infrastructure, staff and expertise to take full advantage of SM’s potential
      • 83% of NPO executives understand that SM makes it easier for supporters to organize independently – underscoring how critical it is for NPOs to demonstrate their value and relevance to advocates
      • 79% said the true value of SM has yet to be determined for their organizations
    • Role of Digital in NPOs
      • Outreach and engagement with prospects
      • Deepens supporter relationships
      • Stems attrition
      • Provides richer experience
      • Allows for 2-way dialogue and engagement
      • Emergency fundraising
      • Instantaneous and flexible
    • Social Media Builds Brands
    • How do nonprofits engage online?
    • 1. Start With Listening
      • Looking for PR and marketing opportunities?
      • Surveying?
        • Conducting focus groups?
      • Using information gathered as an early warning system for issues?
      • Acting on findings?
      • Tracking social media mentions and sentiment?
      • Aligning metrics with internal goals?
    • 2. Move to Conversation
      • Market “the emotion” vs. just the brand
      • Use news to generate conversations
      • Create a sense of urgency
        • ‘ A donation today will help’ vs. we need your help year-round
      • Continually promote benefits of services/programs
    • 3. Turn Talk Into Action
      • Convert interest into action
      • Inform and motivate prospects
      • Encourage viral marketing
      • Ask for the “membership order”
    • Best Practices
      • Keep your database clean and segmented
      • Know your keywords
      • Tailor messages to targets and test for success
        • Make it personal
        • Use emails, social media, landing web pages
      • Reach your “1%ers”
        • Get your evangelized customers to sell for you
      • Encourage rating and reviews
      • Collaborate for new programs & services
      • Integrate with your marketing plan
      • Clearly outlined goal:
        • Establish ACAC as a go-to destination
        • Drive traffic, membership, sponsorship
      • Next Step: Objectives
        • Measurable
          • Increase
            • Media coverage by 25%
            • Sponsorship by 2%
            • Traffic by 28%
            • Younger audience
            • Increase facility rental by 10%
      • Strategies are the behavioral actions you want your audiences to take
      • E.g.,
        • Define and increase media targets to gain added coverage
        • Use social media to engage and educate a younger audience
        • Etc.
    • Integrated Marketing Plan
      • Tactics
        • Actual steps to accomplish strategies
        • Define responsibilities and time frames
    • Marketing Dashboard
    • Case Studies
    • Atlanta Botanical Garden
      • Challenge
        • Drive 158,000 visitors through exhibition in six months in recession
        • Obtain 10 million media impressions in three months
      • Solution
        • Branded, integrated campaign
        • Launched social media platforms
        • Produced comprehensive media relations program
      • Results
        • Exceeded visitation goal by 20K
        • Media impressions = 28 million in 6 months, a $370,000 ad value
        • FB page boasted 4,300 fans
    • Imagine It! Children’s Museum
      • Challenge
        • Grow Facebook fans from 300 to 1,000
        • Raise awareness of next big exhibit, Curious George: Let’s Get Curious
      • Solution
        • 6-weeks of contests to engage fans
          • Curious George trivia, how are kids curious?, rainy day fort photos and more
        • Posted contest on media websites
        • Engaged mommy bloggers
      • Results
        • >700 new fans – for a total of 1,002
        • Secured 17 million impressions on 35+ blogs and online event listings
    • AMA Atlanta
      • Challenge
        • Launch social media for the chapter
      • Solution
        • Created Facebook, Twitter, blog and LinkedIn (members only)
        • Marketing Tapas blog links to FB and Twitter
        • Integrating Web site’s Jobs and News sections into LinkedIn
        • Launching a Twitter promotion to coincide with membership drive
      • Results – i n 1 year, AMA Atlanta has:
        • 500+ Facebook fans
        • 1,073 Twitter followers – helped to grow event attendance from 80 to 169
        • 2-3 blog posts per month
    • Media’s Use of SM
      • An overwhelming majority of media use social media sources for researching their stories
      • 56% say social media is important for reporting and producing the stories they write
      • All journalists are using Google, followed by 61% using Wikipedia for online research
      • 89% of journalists make use of blogs for online research, while 96% turn to corporate websites
    • Using SM in a Crisis
      • News spreads lightning fast
      • People demand hyper-transparency
      • Dialogue is as critical as message delivery
      • Brand detractors have same tools
        • Portions from Ogilvy On: Social Media for Crisis Management
    • Sharing CRISIS HITS Mainstream 0 Hour Hour 6 Hour 12 Hour 18 Blogs Hour 24 Search Editorial #1 - Speed The First 24 Hours Micromedia
        • Ogilvy On: Social Media for Crisis Management
    • Using SM in a Crisis
      • Monitor all relevant consumer generated media, not just traditional media
      • You may need to react fast – in a matter of hours, not days
        • Experience in social media will help
      • Have a streamlined approach and a team in place
        • Know how you will “speak”
      • Respond in the channels being used
        • Portions from Ogilvy On: Social Media for Crisis Management
    • Measuring Social Media
      • Set your metrics in Dec.
      • Only measure information that is valuable to your organization
        • Create a dashboard – fans, followers, mentions – growth by month
      • Write down the definition of success – knowing it may change over time
      • Work with an agency that has access to a paid measurement system
        • Costs could range from $60 - $240/month
    • Be Flexible
      • Change tactics with new technology
      • Facebook is the platform to beat now
    • What’s Next in Social Media
      • Social CRM is a part of social business that helps companies make sense of (and then act on) the data they collect from social customer interactions .
    • Social CRM
    • Conclusions
      • Nonprofits can deliver an experience
      • Use the emotional tie and communicate that via your social media and digital channels
      • Make sure it’s easy to give via your website
        • People spend 80.3% of their time on web pages above the fold
      • Change the way the organization looks at ROI
      • Conversations = conversions
      • Know your benchmarks - http://e-benchmarksstudy.com/
    • Resources
      • Slideshare.net
        • http://www.slideshare.net/wssocialimpact/social-impact-nonprofit-social-media-survey
      • Smart Briefs on Social Media
      • Mashable
      • How to use Facebook Causes to Grow Your Nonprofit
      • Social Media Measurement
        • Twitalyzer
        • How Socialable?
      • Blog: Causes Exchange
    • Contact Us
      • Sharon Goldmacher, President & CEO [email_address] Renee Spurlin, Director [email_address]
      • www.c21pr.com http://cwordblog.wordpress.com/
      • www.facebook.com/c21pr
      • www.twitter.com/c21pr
      • 404. 814.1330