Pro ed 544-3.14.12


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  • NameWhere you workWhat your organization doesSocial marketing experienceWhat you want to learn – why you’re here
  • The conclusion is that resourcing matters a lot to get the job done if youwant to fundraise successfully on social networks like Facebook, and itdoesn’t matter how large or small your nonprofit. If you manage to dedicatethe budget and staff to the task even a small charity can raise $100,000 ormore on Facebook.
  • Given that 82 percent of nonprofits indicated that they considered their commercial, social networking efforts as being valuable, it is a surprise that more do not operate an integrated social media strategy. Combining several social media resources as part of a single online presence is important, as it allows nonprofits to reach a wider audience and through different interactive mediums. The National Wildlife Federation (NWF) provides a perfect example of how this should be done through the launch of many successful campaigns on the back of their social media prowess.
  • With its own dedicated audiovisual channel on YouTube and a Twitter voice that includes input from staff members and volunteers, the NWF has created a multi-faceted social media presence that uses both imagery and the written word to good effect. The organization’s Facebook page has also been used to launch initiatives and increase user awareness, most notably through the ‘Green Hour‘ campaign that was conducted between 2010 and 2011. Again combining breathtaking photographic imagery and genuine input from volunteers, the initiative sought to encourage children to indulge in outdoor activities and to develop an awareness of their natural environment.
  • Realistic commitment:TimePersonnelBudgetValueWhat you want to get outAwarenessMembersVolunteersProject goalsDonorsSales
  • Businesses will take a step forward from simply looking at company mentions, debatable “sentiments”, and arguable influencer scores, and instead move toward combining all disparate social data to form a marketing intelligence that drives future marketing campaigns.
  • Take a minute to evaluate your brand assets
  • Let’s talk competitors and comparable organizations
  • we’ll find businesses paying close attention to their existing community members. An increased emphasis will be placed on building an engaged community as opposed to simply amassing numbers. This means community managers must energize their community members as well as engage members for a variety of things like product development, market research, and special product discounts, to name a few.Community building and management is all about people, content, and consistency.
  • Create engaging content and environments, develop trust, then move people to action. Create a social media strategy that incorporates “programming” online engagement, offers co-creation opportunities, and creates spaces for online fans to discuss what is important to them.
  • Instead, what we’ll see in 2012 is a more structured approach by businesses to create content that focuses on provides unique value to readers resulting in higher engagement levels with their community members. We’ll see a more holistic approach from businesses with content, whether it’s videos, how-to content pieces, or other types of content.
  • Let’s talk competitors and comparable organizations
  • Make content hyper-specific and hyper-targeted. Requires knowing your audience. more integrated campaigns combining social media with local offers involving mobile devices. Essentially, socially advocated mobile content has the potential to boost brand loyalty, and this can boost engagement/conversion among nearby constituents/customers
  • There may be several stages leading up to actions – be sure to track those as well.
  • Ultimately, SEO will win because conversions will be higher (and relatively straightforward to measure) on organic search. As a result, more businesses will ensure closer collaboration between their search and social teams.
  • Businesses will also realize that there is more to Facebook than measuring a linear conversion path from a fan to a paid customer. Marketers will be open to measure non-linear path of ROI measurement like creating Facebook-only promos to drive offline traffic. Retailers are a classic example, where lots of buzz and Facebook-only promotions will be done to drive foot traffic into retail stores. Besides large retailers, we’ll see an increasing number of small and medium-sized businesses adopt this strategy.Advertisers will start measuring their Facebook Ads campaigns based on profitability that either helps generate revenues or supports in some kind of cost savings
  • Be willing to try new things – admit failure, learn and move on.
  • As William Paterson works to engage donors and alumni, they layer social media techniques, intersecting multiple departments, to maximize every possible opportunity and connection for a "touch" or gift. Their dedicated use of social media has helped them:“We are finding creative ways to use social media—not with the sole intention of bringing in money—but to create a buzz about us and help reconnect the University with alumni and friends. We are hopeful that this will support our engagement activities, which will ultimately help us reach our fundraising goals.” - Lynn Lazar, Director of Prospect and Research Management, William Paterson University"We found a need to develop programs for alumni engagement to get their feet back in the door on University grounds" says Lazar. "So, we began to design programs that appealed to their interests, such as jazz or classical music concerts, art exhibits, or educational lectures. This has helped us customize our interactions with constituents and bring focus to special events and outreach. Social media is a useful tool in the process—we use it to identify, track and promote alumni interests. For example, we'll pose a question on Facebook about a jazz artist that is coming to the University and those that respond are then noted in our database and invited to the event."
  • Automation should be engaging – ask a question, be edgyAmerica on the move: look at the number of calls for engagement, calls to action and language used – just on their site.!/DCGoodwill?sk=wall
  • Google your organization – what comes up?
  • Who is the Harry Potter audience?How does the commercial make you feel?Content in the wrong place, to the wrong audience feels awkward, uncomfortable and causes people to shy away from engagement and evangalism.
  • Give your supporters a feeling of making a difference, doing good or sharing something really fantastic
  • Let’s talk about how YOU can use it.
  •’s promoted a Tweet using the Twitter hashtag #McDStories that went like this: ‘When u make something w/pride, people can taste it,’ – McD potato supplier #McDStories‘ (source). The link is a video of McDonald’s potato supplier Frank Martinez and includes a heartwarming story about his life as a potato farmer.Shortly thereafter, consumers from around the world ‘hijacked’ the #McDStorieshashtag with, to say the least, some horrible tweets about McDonald’s food quality and overall experience. Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald’s overall that day so the traction of #McDStories was a tiny percentage (2%) of that.If we’ve learned anything about social media, it’s that we have no control and that we HAVE TO experiment. Today I listened to Todd Blackledge, former Penn State University quarterback talk about his mentor, Joe Paterno (at Paterno’s public funeral). During his speech, he said this one saying that reminded him of JoPa: “Success is never final. Failure is never fatal.” So what if #McDStories it didn’t work out as planned? McDonald’s asked for feedback and received it, learning along the way just as Domino’s Pizza and JetBlue have learned and rebounded in there particular situations. Point = If you aren’t experimenting with social media right now, you aren’t trying. Good for Rick.When McDonald’s saw how negative the hashtag was getting, they quickly pulled the promoted tweet and changed directions. From what I can tell, this took an hour or so. Next time, I have a feeling they’ll be able to move in 30 minutes. Point = Social media is real-time. McDonald’s showed that they had their ears open.In reading through the comments on this post, Rick Wion (aka rdublife) himself was commenting on certain points brought on by readers that were incorrect. Point = Know when and where to comment when social media turns on you.McDonald’s knew better than to respond to the flurry via Twitter, but definitely were proactive in other channels.Not too long after this PR nightmare, McDonald’s started yet another hashtag, this time using #LittleThings. So far, the responses have been fairly positive. Point = Get back on the horse. That a boy Rick!I’m tired of all the comments that said “McDonald’s should have known better”. Why is that? According to BazaarVoice, 80% of all online comments and reviews are positive. Yes, we all know what’s bad about McDonald’s and Coca-Cola and Budweiser, but most of the time, people stay friendly. Heck, just ask my kids about McDonald’s. It’s like heaven on earth. Point = For the most part, when you ask for feedback, it’s positive.
  • Used blogger’s content without permission in small magazine publication
  • Twitter = WordsLinkedIn = Thought LeadershipFacebook = Friends, Family & NewsPinterest = Photographic magazine
  • From October 2010 to October 2011 Pinterest grew from just 40,000 users to a whopping 3.2 millionBut, not only is Pinterest adding thousands of users each month. Its users are also spending an inordinate amount of time on the siteDrives more referral traffic than Google+, YouTube and LinkedIn - combined
  • Company status updates are a new feature with few established best practices. From personal experience, I recommend updating once or twice a week and trending toward content that supports human resources needs.Engage your executives. Help your executives identify a couple relevant LinkedIn Groups and give them the ongoing task to participate. Also remind them to connect with board members and other influential constituents on LinkedIn.Engage your constituents. LinkedIn recently added the ability for members to insert volunteer roles the same way they list jobs. Not only does this help your volunteers leverage their experiences with you professionally, but it creates awareness of your organization with their peers.
  • If your organization puts out a couple of tweets a day of your own content with nothing more, Twitter is probably not working for you. People want to know that behind the curtain a real person exists who authentically cares about your cause. Don’t assign Twitter to someone in your organization who doesn’t have an interest in using it effectively. The community can feel lack of interest. If you are having an office celebration or having an interesting event, share it with a twit pic. If you are reading interesting news articles around your issue, be the hub of information and share. Don’t be afraid to put out the occasional silly tweet that will make your followers laugh or an inspiring quote that makes people think.
  • Find out what other organizations are working around your cause. When they have appropriate content, RT it. You will soon figure out which organizations will work with you and RT your content to their networks as well. This can help introduce you to a new audience that care about the issues. And don’t forget to partner with other departments in your organization and employees who are pushing out your content. You want them to be enthusiastic free agents as well.
  • Pro ed 544-3.14.12

    1. 1. Social Media 101: Tools & Tactics PROED 544 March 14, 2012download these slides at:
    2. 2. Page 4Why Social?
    3. 3. Page 5 2012: The Landscape• 91% using at least 1 social network• 89% of nonprofits had a Facebook page in 2011 – average of 6,376 members• 86% commit some employee time to social marketingSource: NonprofitSocial
    4. 4. Page 6 2012: The Landscape• 97% will keep staffing allocations the same or increase them over the next 12 months• 52% have no formal budgets for social marketingSource: NonprofitSocial
    5. 5. Page 7Best in Class• Size Matters. – 30% have < $5MM annual budget• Size Matters – Average ~100k Facebook members (15x overall avg.)• Size Matters – 30% have 2+ staff dedicated to managing resources
    6. 6. The page has pictures, Great content. The goal is to tips, stats, but it also Limited interaction. encourage and has a very engaged maintain the largest audience, largely in online library ofpart to the content that photos of kids they are including on enjoying the outdoors. the page.
    7. 7. Where to Start: Strategy
    8. 8. Page 12 Starting Out• Realistic commitment – Time – Personnel – Budget• Value you offer• What you want to get out of engagement – Awareness – Members/Volunteers – Project goals – Donations/Sales
    9. 9. Listening:Make smarter marketing decisions based on social listening
    10. 10. Page 14 Evaluate• Internal assets – Brand – Messaging – Staff time – Donors/Customers – Website – Content management – Budget
    11. 11. Page 15 Evaluate• Competitive Analysis – Competitors – Comparable organizations• Questions – Why are they doing that? – Why isn’t that working for them? – Great ideas? – What does it tell you about audience & market?
    12. 12. Community Building: Increased emphasis on building anengaged community vs. simply amassing numbers – people, content, consistency
    13. 13. Page 17EngagementCreate Engaging Content & Environments Develop TrustMove people to action
    14. 14. Content:Providing unique value to readers, holistic approach, higher engagement
    15. 15. Page 19 Topics of Conversation• What will your conversation be about? – What is important to your supporters? – What do your online stakeholders want to discuss? – What can you post that offers value? – How will you engage them? – How will you encourage them to take specific action?
    16. 16. Social, Local, Mobile: More integrated campaigns combiningsocial media, local engagement and mobile devices
    17. 17. Page 21 Measurement• Measure what you need to know – What is the key metric to track? • Building donor/customer base • Volunteer turnout • Workshop enrollment • Shared content/messaging • Donations/purchase
    18. 18. SEO:Strong social media sharing activities will drive SEO results – ensure closercollaboration between search and social
    19. 19. Profitability:Focus on ROI – revenue, cost savings, traffic
    20. 20. Source: ROI of Social Media
    21. 21. Source: ROI of Social Media
    22. 22. Source: ROI of Social Media
    23. 23. Source: ROI of Social Media
    24. 24. Page 28 Anticipate• How will you evaluate success?• Who will evaluate it?• How will staff, management and board be kept up to date with efforts?• What will you do when something isn’t working?• What is timeframe? Long-term? Project- based?
    25. 25. Engagement
    26. 26. Page 31 Multi-Channel• Cross-channel promotions – Offline-to-online – Social-to-website – E-mail-to-in-person• Tie-in each element across platforms – Tie-in to hub: website, social platform, physical location
    27. 27. Page 32 Make it a Conversation• Ask a question• Ask an opinion• Solicit input• Solicit contributions/submissions• Ask for participation
    28. 28. • Create an active online community for the University• Identify new prospect lists through surveys and tracking affinity postings on the Universitys social media pages• Enhance prospect research by uncovering new biographical and contextual information that can help verify a profile and/or ignite new thinking around a cultivation approach and its timing• Encourage situations where alumni and other constituents are motivated to give because they have positive feelings towards the University
    29. 29. • Promote constituent milestones, alumni art exhibits/performances• Facilitate dialogue – post questions and comments• Research staff identified an alumnus whose band had an upcoming performance and they sent a letter congratulating the lead singer on his accomplishments. They then promoted the concert on their Facebook page, encouraging other alumni to attend the show.• The alumnus who was performing proudly posted a copy of the letter hed received from the University on his Facebook page, thanking them for their support.
    30. 30. Page 35 Accessibility• Be accessible• Encourage intimacy• Be engaged• Be smart about automation
    31. 31. Page 36 Ease• Make it easy for people to find you – Search engine optimization – Solid URLs – Cross-link all social media platforms – Include link in every communication
    32. 32. Page 37 Segment• Message supporters differently – Who are they? – How do they give? Purchase? – How do they support you? – Where do they engage?
    33. 33. • Pre-movie commercial at Harry Potter: Deathly Hallows Part 2
    34. 34. Page 39 Test• Test campaigns, communication and messaging• Learn and improve
    35. 35. Page 40 Empower Supporters• Call to action – ask supporters to share• Three Es – Easy – Engaging – Empowering
    36. 36. Page 41 Build a Relationship• Make it easy for recurring action• Be specific in what you want people to do
    37. 37. Page 42Thank & Inspire
    38. 38. 1-Hour Quick Start• Listen – (30 minutes) – What are you and your business passionate about? – Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) – Comment – Share – Contribute – Measure• Engage – (15 minutes) – Ask for opinions, insight, experiences – Respond to questions, queries and challenges – Produce content, communicate with customers – Offer new perspective
    39. 39. Pitfalls
    40. 40. There Are Rules47
    41. 41. Small Does Not = Invisible48
    42. 42. 49
    43. 43. Act Without Thinking50
    44. 44. ―After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,‖ Apparently, CVS doesn’t care. And they’re actually not ―Looking forward to hearing your stories! A ―request to follow‖ sent a week ago, has gone unanswered. A Attack Customer locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL!51 No Interaction
    45. 45. A fun competition, an angry public – what could possibly go wrong?52
    46. 46.
    47. 47. Page 54
    48. 48. Editorial Calendar
    49. 49. Page 56 Editorial Calendar• Audience• Platforms• Calendar• Content
    50. 50. Page 57 Facebook• New Timeline Feature (goes live 3/30) – New cover photo – Sequential timeline of key events and posts including fan comments and ability to edit the content – No default landing pages – Only 4 visible tabs (and one of these has to include photos) – Anchor important posts
    51. 51. Page 58 Facebook• New Timeline Feature, cont. – Admin section including direct messaging and activity log – Posts by others mentioning your brand may appear in your timeline
    52. 52. Page 59 Facebook• What it means: – Need for improved content and interaction – Once a day isn’t enough – Tell your brand’s story • Add milestones, heritage moments, organizational history – Showcase and hide important posts – No more landing page – timeline is dynamic • Regular checks to make sure it is representative
    53. 53. Page 60 Facebook• What it means: – Brand mentions in timeline • May or may not be relevant/positive • Can opt out – Transparent metrics • Everyone can see page’s metrics • Benchmark yourself against others – Revamped admin section – Real time insight
    54. 54. Page 61 Facebook• What it means: – Private messaging to constituents – Pre-moderate all posts – Quality controls – Apps
    55. 55. Page 62 Facebook• Coke – A handwritten letter from the owner of Alpha Drug Co. in Woonsocket, RI, in 1893: "In over 20 years experience of soda fountain management I have not known a beverage to be put upon the market that in point of giving universal satisfaction and extent of sales can compare with Coca Cola..."• Starbucks – Starbucks is focused on showing its a good corporate citizen. For 1988, it notes that full health benefits were offered to eligible full- and part-time employees.• President Obama
    56. 56. Page 63 Facebook• Ford – Nostalgia galore, including images of the first vehicle Ford Motor Co. sold in 1903, a Model A, to Dr. E. Pfennig of Chicago for $850; another from 1913 of the worlds first moving automotive assembly line at Highland Park Plant, Michigan; and Ford s Notice of Listing on the NYSE from 1956• Captain Morgan – Who says a timeline cant be fictional? An 1890 update from Madrid shows a picture of a lavish dinner at a miserly barons home; Captain Morgan says, "The Barons monthly dinner became an unexpectedly awesome event soon after I cracked open a special bottle of my Private Stock."
    57. 57. Page 64 Facebook• Nonprofit Examples• Webinars• How To
    58. 58. Page 65 Facebook• Upload a timeline cover – No price, purchase or solicitation information – No contact information – No reference to user interface information – Calls to action• Upload a profile photo• Upload application icons
    59. 59. Page 66 Pinterest• Easy to use• Visually stunning• 4000% growth 2nd half of 2011• A favorite of women 25-44
    60. 60. Page 67 Pinterest• Visually compelling• Inspiring• Other social platforms in use• Looking for SEO boost
    61. 61. Page 68 Pinterest• Interesting, Unique, Inspiring• Create categories that people are looking for• Beautiful images• Pin, repin and making it easy for others to do the same• ―Curate‖ not ―Converse‖• Top Nonprofits• 42 Nonprofit Ideas
    62. 62. Page 69 LinkedIn• Claim your company page• Complete the basic information• Go beyond the basics• Update your company status – Authentic, relevant and short• Engage your executives• Engage your constituents
    63. 63. Page 70 LinkedIn• Specialties – Overview tab – areas of emphasis• Video – Products & services tab – PSA, overall intro• Banner – Up to 3 (products & services tab)• Program descriptions• Connect thought leaders
    64. 64. Page 71 LinkedIn: For You• Complete profile• Add the volunteer & causes section• Connect with colleagues and partners• Collaborate with peers and supporters in LinkedIn Groups• Share status updates
    65. 65. Page 72 Twitter• Follow the real people back• Develop relationships – Response, re-tweets, empowerment – Earn respect – Look for keywords associated with your cause• Interaction – Ask questions, comment back – Host chats
    66. 66. Page 73 Twitter• Acknowledge – Thank people, acknowledge great content/people• Check trending topics – May open you up to new influencers, content, ideas• Be authentic – Limit automation – Be human
    67. 67. Page 74 Twitter• Partnerships are important• Strategize• Be brief – <140 characters to allow for RT – Hashtag (#) key buzzwords• Experiment – Pay attention to what works for others
    68. 68. Page 75 Appendix• Strategy –• Facebook: – – – –• Pinterest – – – –• LinkedIn – – – –• Twitter – – media/• QR Codes –
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