Nonprofit Social Media Learning Series - Marketing Communication
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Nonprofit Social Media Learning Series - Marketing Communication

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Part I of the Nonprofit Social Media Learning Series: Marketing Communication was delivered at the 2011 Nonprofit Technology Conference on March 17th, 2011.

Part I of the Nonprofit Social Media Learning Series: Marketing Communication was delivered at the 2011 Nonprofit Technology Conference on March 17th, 2011.

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Nonprofit Social Media Learning Series - Marketing Communication Nonprofit Social Media Learning Series - Marketing Communication Presentation Transcript

  • Nonprofit Social Media Learning Series
    Part I: Marketing Communications
  • The Social Media Learning Series is designed to assist more intermediary and advanced non-profit users. Throughout 2011, NTEN, Blackbaud and Common Knowledge will co-host four sessions developed as combination lecture and interactive workshop sessions. Each session will focus on a particular area of expertise or business use for social media within a non-profit organization.
    Part 1: Marketing and Communications
    Part 2: Fundraising (TBD, Chicago, IL)
    Part 3: Engagement & Program Delivery (TBD, San Francisco, CA)
    Part 4: Technologies & Integration (TBD, New York, NY)
    About the Social Media Learning Series
  • #smlearning
    #11ntc
    If You’re Tweeting:
  • Jeff Patrick
    President & Founder
    Common Knowledge
    @commonknow
    Your Hosts for today's sessions
    Chad Norman
    Internet Marketing Manager
    Blackbaud
    @chadnorman
  • (40 minutes)
    Introductions
    Social Media Program Stages
    Strategic Alignment
    Key Performance Indicators
    (40 minutes)
    WORKSHOP: 1-2 Big Ideas
    DISCUSSION: 1-2 Big Ideas
    (30 minutes)
    Visual Brand Alignment
    Listening and Responding
    Risk Management
    (30 minutes)
    WORKSHOP: Listening & Responding
    DISCUSSION: Reputation Management
    Agenda
  • you’ve got a social media Strategy, right?
    The P.O.S.T. method*
    P = People: Who?
    O = Objectives: Goals?
    S = Strategies: Outcomes?
    T = Technologies: Tools?
    * From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies
  • Where are you on the social journey?
    As your organization’s social media program matures, it should be moving from a focus on tactics to strategy.
    STAGE 1
    Traditional
    STAGE 2
    Experimental
    STAGE 3
    Operational
    STAGE 4
    Impactful
    Traditional marketing operations consisting of one-way communication.
    Pushing content to supporters with little back-and forth chatter.
    Dabbling in social media, but efforts are disconnected from organizational goals.
    Fractured efforts and silos with no real coordination of activities and measurement.
    Social activity is more embedded in organizational operations.
    Internal policies, dedicated staff, channel alignment, and campaign integration.
    Social activity drives real, measureable results at organization.
    Tools and systems are in place to allow staff to have perform meaningful engagement with supporters.
    .
  • Strategic Alignment
    Organizational Goals
    Marketing Communications Goals
    Social Media Goals
  • Strategic Alignment
    Create your strategy by aligning social media goals with organizational objectives.
    Determine what key performance indicators you will use to measure the outcomes you desire and manage the program.
    Finally, choose tactics that can be used to execute the strategy.
    Inspired by: SOCIAL MARKETING ANALYTICS: http://bit.ly/gGwtXw
  • Comments
    Demographics
    Downloads
    Email and RSS subscriptions
    Likes
    Favorites
    Followers
    Forward to a friend
    Ratings
    Registrations
    Referrals
    Reviews
    Time spent on Site
    Uploads
    Votes
    Widget Installs
    Key performance indicators (kpi)
  • Valuable Things to Do with Social Networks
  • Junior AchievementFacebook express
    Case Study #1 - Communications/Marketing & Service Delivery
  • Youth Education
    Junior Achievement Company Program
    Reaches millions of youth around the world
    Education curriculum for teens
    Teams of ~20 youth form a company
    Meet face-to-face weekly (16 weeks)
    Build the company (sell stock, finances, operations)
    Design, produce, market and deliver a product
  • Youth Education
    Facebook Express
    Private community inside Facebook
    Companion electronic portal for the Company Program
    Teams communicate, collaborate, and work together
    Helper electronic tools for all aspects of the curriculum
    Worldwide collaboration between teams
  • Community at a glance
    Junior Achievement - Facebook Access
  • Facebook Application
  • CharityJunior Achievement
    ProjectFacebook Access | JA Company Program
  • Company Dashboard
  • Tools Menu
  • Interactive Payroll Report
  • Interactive Employee Roster
  • Member Invite Feature
  • Community Staying in Touch - Socially
    Teams consulting with teams via discussion group
    Adult volunteers advising teams via messaging
    Team management & coordination via text (SMS)
    Web + telephone team meetings
    National & international team competitions
    Completely virtual Company Program teams
  • Juvenile diabetes research foundationType 1 Talk
    Case Study #2 – Communications/Marketing & Service Delivery
  • Juvenile Diabetes Research Foundation - Facebook Page
  • Juvenile Diabetes Research Foundation
    Type 1 Talk Campaign
    Facebook Application Page
  • Facebook Application Page
  • Homepage of Type 1 Talk
  • # House Parties: 75 | # Viewers: 300 | # App Likes: 2,336
  • ASPCA2011 $100K Challenge
    Case Study #3 – Communications/Marketing & Service Delivery
  • Crowd-sourcing the solution
  • Contest Awards
  • Education for contestants on professional communications skills & best practices
  • Organizational Goal: Save more animal lives
    Project Role:
    Recruit and engage a network of independent shelters across the U.S. to save more animal lives.
    Market ASPCA among professionals and their local community as a national presence engaged in saving animal lives
    Benefits
    Save more animal lives
    Build the ASPCA brand among consumers and animal welfare professionals
    Metrics:
    # additional animal lives saved, # participating shelters, # online community members, # votes (commty members), # press hits (all media), # new email subscribers, Facebook fans, Twitter followers, # social interactions
    Motto: “Make the shelters famous to build the ASPCA brand”
    ASPCA: Goals, benefits & Metrics
  • Benefits of Socially-Enabled Communities
  • Workshop: Strategic Social Media Projects
  • Social channels often provide the first impression for supporters. Fields to Families’ social channels lack a strong visual brand.
    Brand Alignment: Visual
  • Brand Alignment: Visual
    The Foundation for Jewish Camp not only included their logo, but some great photos showing off their mission.
    You still get a nice avatar with the logo
  • The American Red Cross does a great job if integrating their visual brand into their Facebook page. It’s more than just a logo!
    Brand Alignment: Visual
  • The American Red Cross carries their visual brand across their various social channels. Own your visual presence!
    Brand Alignment: Visual
  • Everyone’s Saying Something
  • Turn the Megaphone Around
    Photo via altermark: www.flickr.com/photos/altemark/337248947/
  • What
    Should My
    Nonprofit
    Be Listening
    For?
  • You should be listening for:
    Keywords from your website
    Mentions of your organization
    Your executive director’s name
    Special events you’re running
    Causes you support
    Campaigns you’re managing
  • Listening is the key to happy supporters
    “We love our parents so much because they loved us first - that's how brands need to think.”
    - Gary Vaynerchuk at SXSW
  • Community Guidelines
    Web Site Privacy Policy
    Moderator Guidelines
    Community Resources
    Organizational Policy – Employee Participation in Social Networks
    Moderator Wiki
    Community Management Documents
  • Community Management Policy Documents
  • Presents Rules and Guidance for:
    Membership (Age, Status, etc.)
    User Generated Content – Member Exposure
    User Generated Content - Copyright
    Reporting Abuse
    Culturally Appropriate Conduct
    Improper Language
    Spamming
    Multi-Posting, Bumping and Hijacking
    Community Guidelines
  • Legal restrictions and conditions for membership:
    Ownership
    Purpose
    Registration
    Ownership of Intellectual Property
    User Posting and Correspondence
    Your Responsibilities
    No Spam
    Content Contributed by 3rd Parties
    Contests, Sweepstakes and other Promotions
    Disclaimer, Limitation of Liability, Indemnification
    Etc.
    Terms of Use
  • Training Manual and Guidance for Moderators:
    Moderation Guidelines
    Identity, Legal, Behavior, Board Etiquette, Smut Standards
    Moderator Roles
    Review process for reported content
    Media Types and review processes
    Problem User Policy
    One-time rate offenders
    Typical problem users
    One-strike offender users
    Minor/Major infractions list
    Escalation
    Moderator Guidelines
  • Policy for Employees participating in Social Media:
    Know and follow CCS policies & Comms guidelines
    Protect your privacy; careful what you publish for longterm
    Identity yourself
    Conversational tone
    Use disclaimer for external site posts
    Respect copyright and fair use laws
    Get approval before quoting partners or clients
    Respect the privacy of people with cancer
    Don’t provoke others
    Correct your own mistakes
    Stay within your role; quote approved sources
    Employee Participation Policy
  • Select cross-functional team
    Research best practices
    Write draft policies & procedures
    Submit for internal review to pertinent dept’s
    Revise draft into 1st final policy & procedures
    Test on Target Community
    Revise 1st final into 2nd final and release broadly
    Steps to Prepare Your Policies & Documents
  • Cross-Functional Team to Develop Policy
  • Workshop: Social media listening and Responding
  • Questions?
  • Jeff Patrick
    President & Founder
    Common Knowledge
    @commonknow
    Thanks!
    Chad Norman
    Internet Marketing Manager
    Blackbaud
    @chadnorman