Pro ed 545 1.11.11


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  •  Marketing on the Social Web: If the web is a mass of conversations, then get talked about. Make it as easy as possible for your fans to find it and spread the word Develop strategies to turn followers into advocates.  Marketing spend generates traffic -> Some of that traffic sticks -> Users are inspired and enabled to talk about your product ->They spread the message around the network (Seth Godin: Flipping the Funnel)Use social to ignite conversation and drive search: Social Launches: Ford revealed its 2011 Explorer on Facebook. The first time a major car company has forgone an auto show for a new car reveal. The day the car was revealed online, searches for Explorer more than doubled. Compared to a typical double-digit increase seen after a Super Bowl ad.
  • They blog about topics important to their audience (advocacy, how their partners are supporting SOS and specific programs like Cooking Matters). They include multiple bloggers from across the organization (easing the blogging burden). And, they make it easy to subscribe via email (which is how most people will subscribe vs. RSS). You won’t find a ton of comments on their blog, but that doesn’t necessarily mean it’s a failure. Remember, each of these posts is now an “informational annuity” (term I’m stealing from Jay Baer and Amber Naslund). It’s searchable. And, it’s easy to share with partners, volunteers and potential donors with a simple click of the mouse.
  • Their custom welcome page is simple, but brilliant. On it, they ask you to take a pledge–help them end childhood hunger by 2015. Once you sign up, you receive a short email message simply asking you to help spread the word by way of social status updates (templated Facebook and Twitter posts) or via email. No ask for money. No ask to volunteer your time. Just spread the word. And, they’re building a valuable email database of super-fans that they can stay connected with through your email inbox.
  • Visit any non-profit home page these days and you’ll likely see a variety of social media interaction. Organizations with Facebook and Twitter pages, YouTube channels and even FlickR accounts. Wait, I thought these organizations were strapped for resources? How are they keeping on top of all these real-time platforms? Turns out, many aren’t. They’re creating them–then either letting them wilt or adding meaningless content noise. The Humane Society hasn’t taken that route. They’re saying simply that blogging, Twitter and Facebook are where they’re going to concentrate their efforts. Now, that’s a ton of work, especially when your Facebook posts get 500-plus comments! But, it’s a much better approach than the spray-and-pray approach.The Humane Society is their knack for nailing the basics of blogging. Consistency? Wayne posts virtually every week day (and again, going back to 2007). Community building? Each post includes numerous links to relevant and helpful resources and sites. Is it easy to share and subscribe to? Email subscribe button right at the top and easy share buttons at the bottom of each post (many with more than 200 “Likes”). Want to know more about Wayne? Yep, that’s right at the top, too. After reading a post, what if I want to donate to The Humane Society? One click right at the top of each post and we can take care of that. My point? The Humane Society doesn’t do anything sexy with Wayne’s blog–but it’s a damn effective storytelling device for the organization because they execute the basics so well. Time and time again.. Love what The Humane Society is going on their Facebook page with its “Tell Strawberry to go Fur-Free” campaign. They’ve set up a tab devoted to this campaign where they ask for supporters’ help. It’s easy. It’s simple. And it wouldn’t take a Humane Society supporter more than 2 minutes to complete. What’s beautiful about this is they’re taking a fan base they know already supports their organization and just giving them a simple tool to help them advocate for a cause they care about. The ask isn’t much (personal information). They’ve even inserted the start to a personal note for supporters to send. Plus, by asking for personal information, they’re also opening up the door to building a more personal relationship with these folks by opting-in for more email communications from the Humane Society.
  • Let’s talk about how YOU can use it.
  • Pro ed 545 1.11.11

    1. 1. How Social Media is Changing Nonprofit Communications PROED 545 November 3, 2011download these slides at:
    2. 2. Page 2
    3. 3. Page 3What Am I Doing Here? And What Should I Do Now?
    4. 4. Page 4What Is Social Networking?The interaction between a group ofpeople who share a commoninterest. (
    5. 5. Page 5 Introductions• About your organization• Your role• Your experience using social media
    6. 6. Page 6 Expectations: What do you want to learn? Social Networking Strategies?Effective Social Networking Tactics? Valuable Takeaways?
    7. 7. Page 7Join us on Facebook
    8. 8. Page 8
    9. 9. Page 9Err..How DoWe USE ThisThing?
    10. 10. Page 10Effective social media doesn’t create opportunities,it uncovers them.
    11. 11. Page 11Constituents have moved, organizations arefalling behind•Constituents connect with each other – happily leaving organizations behind•We know the problem will get worse before it gets better•Outdated frameworks and pet theories relegate discussions to incremental fixes
    12. 12. Page 12Building Relationships One Stakeholder at a Time
    13. 13. Page 13Building Relationships One Stakeholder at a Time
    14. 14. Page 14We Live In A Time Of Change
    15. 15. Page 15 Leadership and Common Interests• Effective Leaders Need to Know Three Things: Who are you upsetting? Who are you connecting? Who are you leading?
    16. 16. Page 16Noteworthy: Leaders Use Social Networks to Learn, Teach, and Communicate
    17. 17. Page 17 Seth Godin’s Post-Modern Cultural Evolution Model:Factory Model: Cheaper Labor, BiggerFactories, Faster ProductionTelevision model: Act Like A King! Use MassMarketing and Average Ideas With Lots Of$$$Tribes: Leading and Connecting People andIdeas
    18. 18. Page 18 Urbanization and Modern TribesPost-World War II, Post Industrial America:77% of the American Population isUrbanizedGeographic Ties are Lost BetweenNeighbors
    19. 19. Page 19
    20. 20. Page 20A Truth:
    21. 21. Page 21The New, New World •The lines between program/content producers and consumers are blurred •Users and producers are engaged in co-creation of value – they become collaborators •Users have the tools to configure and/or customize their brand experience •Users and producers encourage each other and mutually define the future direction of the organization
    22. 22. Page 22The New, New World (contd) •Users and producers take advantage of the most advanced communications models in the channel mix •User changes to products and services have universal and commercial value and drive the sales of the product •The producer is an aggregator for the user’s creative activity •User is an advocate of the experience and, by extension, the organization
    23. 23. Page 23Touchpoints... There is a territory that exists in the borderlines between you and your constituents. It’s where great opportunity lives, if you know where to look.
    24. 24. Page 24Touchpoints are where processes, systemsand data all intersect, and are often the faultlines between different organizationaldepartments and geographic areas.
    25. 25. Page 25 Old versus new media• Traditional media• New, digital media – including social media
    26. 26. Page 26
    27. 27. Why Social Media Matters
    28. 28. Page 28Social media is ubiquitous
    29. 29. Page 29 How did you …• Share the last photo you took?• Find the last new restaurant you ate at?• Last communicate with your best friend?• Organize your last event?
    30. 30. Page 30 Distributed contentGoal = share your message, then getothers to share it with their networks
    31. 31. Page 31Distributed content Main Site
    32. 32. Page 32 Social media tools• Blogs and microblogs• Online newsrooms• Podcasts• Online forums• Wikis
    33. 33. Page 33 Social media tools• Online social networks• Multimedia sharing• Tagging/bookmarking• Aggregators• Sharing
    34. 34. Page 34 Benefits of social media• Keywords• Frequency• Ability to tap into social networks – distributed content• Numerous tickets to the search lottery• Engagement
    35. 35. Page 35 Marketing• The act or process of selling or purchasing in a market• The process or technique of promoting, selling, and distributing a product or service
    36. 36. Page 36 Marketing―Marketing is the management function thatidentifies human needs and wants, offersproducts and services to satisfy thosedemands, and causes transactions thatdeliver products and services in exchangefor something of value to the provider.‖ —Effective Public Relations by Cutlip, Center and Broom
    37. 37. Page 37The Six Levels of Engagement
    38. 38. Page 38The Six Levels of Engagement Contd.
    39. 39. Page 39
    40. 40. Page 40
    41. 41. Page 41
    42. 42. Page 42
    43. 43. How do you get started?Use It.
    44. 44. 44
    45. 45. Listen. Be Social. Engage.
    46. 46. Page 46Three Steps to Engagement
    47. 47. Page 47 Getting Started• What are your objectives/purpose?• What is working? Why?• What are your concerns?• How well do you know your audience?• Do you have stats about your web traffic?• How will you define success?
    48. 48. Page 48 Ask Yourself…• How good are we at listening?• How compelling is the story we want to tell?• How big is our universe? Where are they?• How much of our time is social media worth?• What are our competitors doing?• Who are the brands we want to emulate?
    49. 49. Page 49Ten Reasons You Should Listen to Social Media
    50. 50. Page 50New Metrics to Measure the Conversation Share of Voice Tone of Voice/Sentiment Analysis Trends Over Time
    51. 51. Page 51 Listen first• Why should we listen first?• How does this help as we develop, implement and evaluate our social media marketing strategy?• Listen and Monitor.
    52. 52. Page 52 Importance of listening• Know how effective you’ve been• Find out what others are saying• Know how to adjust your messages
    53. 53. Page 53 Search audit• Online search audit – first page results only – Google – Yahoo• Set the benchmark – Positive – Neutral – Negative
    54. 54. Page 54 Google score• Search your organization’s name• First page results are your top 10 – Highlight the positive results in green | 10 points – Neutral in yellow | 5 points – Negative in red | -5 points• What’s your Google score?
    55. 55. Page 55 Listening tools• Google alerts, blog search• Technorati searches• BoardTracker• Twitter search – Tweet Beep, Social Oomph
    56. 56. Page 56 Google Reader• Secure a Gmail account• Use Google reader as your online listening portal – RSS feeds from blogs and Twitter
    57. 57. Page 57Google Reader
    58. 58. Page 58 Top search placement• The online search audit helps you realize the importance of top organic search placement• Search placement is paramount to successfully positioning your organization online
    59. 59. Page 59The GoogleGolden Triangle
    60. 60. Page 60Google Golden Triangle
    61. 61. Page 61
    62. 62. Page 62 Search lottery• 10 chances to place in Google’s top 10 search results• Get as many tickets to the search lottery as possible
    63. 63. Page 63Identify keywords
    64. 64. Page 64 Keywords• 25 keywords and phrases to guide your listening and publishing
    65. 65. Page 65 Organic placement• Content driven – keywords and frequency• Long tail
    66. 66. Page 66 Paid placement• Only works as long as you pay for it• Good for selling products, promoting events• Utilize keyword-rich landing pages
    67. 67. Page 67 Other Google services• Analytics• FeedBurner• Custom Site Search• Checkout
    68. 68. Page 68
    69. 69. Page 69
    70. 70. Page 70
    71. 71. Page 71 Time Out! Return on Investment: orHow to Figure Out if You’re Making an Impact in Real World Terms
    72. 72. Page 72
    73. 73. Page 73Social Media Is Not Free
    74. 74. Page 74
    75. 75. Page 75
    76. 76. Page 76
    77. 77. Page 77Things Happen In Sequence
    78. 78. Page 78
    79. 79. Page 79Social media tools, platforms and examples
    80. 80. Page 80
    81. 81. Page 81
    82. 82. Page 82
    83. 83. Page 83
    84. 84. Page 84The Email Example
    85. 85. Page 85
    86. 86. Page 86
    87. 87. Page 87 How to engage• Personally first• Professionally second
    88. 88. Page 88
    89. 89. Page 89
    90. 90. Page 90
    91. 91. Page 91
    92. 92. Page 92
    93. 93. Page 93
    94. 94. Page 94 Blogging• WordPress• Blogger• Moveable Type• Type Pad
    95. 95. Page 95 Why blog?• Be a thought leader• Engage with key constituents• Provide commentary, news and information• An unpolished, straightforward and honest approach
    96. 96. Page 96 Blog features• A strategy for incorporating keywords• RSS• Social media sharing• Link to other online properties
    97. 97. Page 97
    98. 98. Page 98
    99. 99. Page 99 Online newsroom• Create a one-stop-shop for information about your organization• Frequently share news• Social media sharing• Link to your other sites• Supports search optimization strategies
    100. 100. Page 100 News distribution• Send directly to journalists• Publish online on your own• Use a news wire service
    101. 101. Page 101 News format• Include keywords – the ones your constituents will use to search for and find your news• Incorporate links – keyword and phrases link to online resources• Make the release shareable on social media sites
    102. 102. Page 102 Create your own content• Reach donors/constituents directly• Use the newsroom to pitch journalists
    103. 103. Page 103
    104. 104. Page 104 Newsrooms versus blogs• Both have search benefits – keywords and frequency• Comment management• New or existing content
    105. 105. Page 105 Plan your publishing• Identify content and people resources• Create social media engagement policy
    106. 106. Case Studies
    107. 107. Page 109 A word about crisesSocial media fuels the fire – informs themasses, unifies opposition
    108. 108. Page 110Egypt’s revolution
    109. 109. Page 111Domino’s Pizza
    110. 110. Page 112Motrin moms
    111. 111. Act Without Thinking
    112. 112. ―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’reactually not ―Looking forward to hearing yourstories! A ―request to follow‖ sent a weekago, has gone unanswered. A locked Twitterstream for a Community Manager is not onlyan oxymoron, it’s one of the Internet’s silliestmoves, perhaps ever. FAIL! Attack Customer No Interaction
    113. 113. Page 115 Thought leadership• White papers• E-books• E-mail newsletters• Wikis• Research and survey reports• Blogs• Podcasts – audio and video
    114. 114. Page 116 Gobbledygook• What is it?• How to avoid it
    115. 115. Page 117 So many tools . . .. . . so little time!• Be strategic• Be consistent• Be professional
    116. 116. Page 118 Change is constant• Tools will change• Stay current on trends• Continue to participate
    117. 117. 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
    118. 118. Page 120 Research toolsPew Internet & American Life Project PewInternet.orgSherer Cybrarian Services
    119. 119. Page 121 More research toolsAlexa alexa.comAlterian socialmedia.alterian.comArgyle Social argylesocial.comBackTweets backtweets.comBlogPulse blogpulse.comBoardTracker boardtracker.comBrandwatch brandwatch.comCollective Intellect collectiveintellect.comCompete compete.comCustomScoop customscoop.comCyberAlert
    120. 120. Page 122 More research toolsCymfony cymfony.comDelicious delicious.comDigg digg.comFeedBurner feedburner.comFiltrbox filtrbox.comFliptop fliptop.comGoogle Alerts Analytics Trends icerocket.comKlout
    121. 121. Page 123 More research toolsLithium lithium.comQuantcast quantcast.comQuarkbase quarkbase.comRadian6 radian6.comSentiment360 sentiment360.comSM2 by Techrigy techrigy.comSocial Mention socialmention.comSocial Oomph socialoomph.comSWIX swixhq.comSysomos sysomos.comTechnorati
    122. 122. Page 124 More research toolsTrackur trackur.comTweetBeep tweetbeep.comVisible Technologies visibletechnologies.comWebsite Grader websitegrader.comWikiscanner wikiscanner.virgil.grWordle wordle.netXinu xinureturns.comYouTube youtube.comZoomInfo
    123. 123. Page 125 Internet searchBing Twitter google.comMSN msn.comWolframAlpha wolframalpha.comYahoo
    124. 124. Page 126
    125. 125. Page 127Happy social media-ing