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Using Social Media for Strategic Friend and Fundraising for Nonprofits
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Using Social Media for Strategic Friend and Fundraising for Nonprofits

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Delivered at the 2012 No More Homeless Pets National Conference, this presentation covers the state of social media, developing a strategy, platforms, audiences, and several tactics to implement.

Delivered at the 2012 No More Homeless Pets National Conference, this presentation covers the state of social media, developing a strategy, platforms, audiences, and several tactics to implement.

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  • 1. Making Sense of Social Media Part II Friend- and Fund-raising in the Digital Age#NMHPsm Chad Norman, Director of Marketing, SPARC October 25, 2012
  • 2. 100%of people (and pets) need real relationships in their lives.
  • 3. 1billion total monthlyFacebook usersworldwide www.facebook.com
  • 4. 55% of 12-year-olds have admitted to their parentsthey are using Facebook. Wall Street Journal
  • 5. But really it’s all about…
  • 6. The Spectrum of Communication
  • 7. The Social Part of theSpectrum is Interactive
  • 8. 90%of people trust peerrecommendations, whileonly 14% trustadvertisements. Erik Qualman, Socialnomics
  • 9. MAKE WUFFIE!Whuffie is the culmination of yourreputation, influence, bridging andbonding capital, current andpotential assess to ideas, talentand resources, saved-up favors,and accomplishments.The Whuffie Factor by Tara Huntwww.tarahunt.com
  • 10. photosblog posts infographics events newsletters reportssurveys videos
  • 11. 55%of people search forinformation first onsocial media. http://www.insideview.com/social-selling
  • 12. 70%of the people’s minds are made up before they are asked. http://www.insideview.com/social-selling
  • 13. Our Social Media Honey Pot
  • 14. Let’s take anawwwwwwww break.
  • 15. thod* P.O.S .T. meThe e: Who? P= Peo p l : G o a ls ? ctives ? O= O b je c om e s ie s: Out S =S trateg : Tools? o lo g ie s T= Techn : dswell book Groun ies g hBernoffs cial Technolo nd Jos y So ne Li a ansformed b Charle r * From in a World T g Winnin
  • 16.
  • 17. 17 2830 1510
  • 18. search website & seo advertisingsocial emailmedia marketing public internal relations comm events direct marketing
  • 19. Align your strategic marketingobjectives with your organization’s. Organizational Goals Marketing Goals Social Media Goals
  • 20. Measure your social media goals against your organization’s. Organizational Goals Marketing Goals Social Media Goals
  • 21. search website & seo advertisingsocial emailmedia marketing public internal relations comm events direct marketing
  • 22. Key Findings from the2012 Nonprofit Social NetworkBenchmark Report… 73% of nonprofits allocate half of a full-time employee to manage social media activities.43% budget $0 for their social media activities. The top 3 factors for success are: strategy, prioritization, dedicated staff.
  • 23. WHO? Customers, friends, fans - people with an affinity People 45 and older make up 46% of Facebook users. 2nd most visited site behind Google.
  • 24. WHO? Acquaintances mixed in, along with prospects, press, and influencers28% of black & 14% of Hispanic Internet users vs. 12% white. 18-29 demographic makes up 29 percent of users.
  • 25. WHO? 18 - 34 is sweet spot at 35%3rd most visited site behind Facebook. 2 billion views per DAY.
  • 26. WHO? Professionals, educated adults, recruiters, and businesses Gender too close to call. 150+ million users.
  • 27. WHO? Your wife, sister, girlfriend, mom,daughter, crafters, DIY-ers, and foodies. 80% are women. 50% of users have kids.
  • 28. WHO? Young, techie men hang out here. Dominated by men (71%) and early adopters.About 50% of Google+ users are 24 or younger.
  • 29. 1% of social media users -- belong to all major networks high call-to-action ratio -- can help achieve goals
  • 30. 5% of social media users -- belong to all major networksgenerate 80% of content -- contribute to your reach
  • 31. 45% of social media users -- presence on at least 2 networksrarely influence others socially -- use specific calls to action
  • 32. 49% of social-media users -- consume info on one network influenced by friends and family
  • 33. Let’s take anotherawwwwwwww break.
  • 34. TACTIC 11Use Commenting Tools thatUse Commenting Tools thatAuthenticate with Social AccountsAuthenticate with Social Accounts
  • 35. TACTIC 16Publish Photos Under aPublish Photos Under aCreative Commons LicenseCreative Commons License
  • 36. TACTIC 103Boost Your SEOBoost Your SEORankings withRankings withGoogle+Google+
  • 37. TACTIC 104Sign up for NonprofitSign up for NonprofitProgramsPrograms
  • 38. TACTIC 21Connect with the TopConnect with the TopTweeters in Your AreaTweeters in Your Area
  • 39. TACTIC 26Start, Join, & OrganizeStart, Join, & OrganizeConversations with HashtagsConversations with Hashtags
  • 40. TACTIC 33Use Social Plug-Use Social Plug-ins on Your Siteins on Your Site
  • 41. TACTIC 37Integrate SupporterIntegrate SupporterPhotos with OtherPhotos with OtherChannelsChannels
  • 42. TACTIC 43LivestreamLivestreamKey EventsKey Events
  • 43. TACTIC 105Integrating &Integrating &Organizing SocialOrganizing SocialCommunications withCommunications withan Editorial Calendaran Editorial Calendar
  • 44. TACTIC 106Optimizing CommunicationOptimizing CommunicationStyle & Content for EachStyle & Content for EachSocial ChannelSocial Channel
  • 45. TACTIC 47EncourageEncourageAction onAction onFacebook withFacebook witha Custom Appa Custom App
  • 46. TACTIC 49Launch a LikeLaunch a LikeCampaignCampaign
  • 47. TACTIC 54EmpowerEmpowerSupporters toSupporters toTake SocialTake SocialActionAction
  • 48. TACTIC 57Engage the BloggingEngage the BloggingCommunityCommunity
  • 49. TACTIC 60Organize a TweetupOrganize a Tweetup
  • 50. TACTIC 69Create a FlickrCreate a FlickrGroup toGroup toSupport YourSupport YourMissionMission
  • 51. TACTIC 62Add Mission-RelatedAdd Mission-RelatedTips on FoursquareTips on Foursquare
  • 52. TACTIC 77Encourage SupportersEncourage Supportersto Make a Wishto Make a Wish
  • 53. TACTIC 83Use Video AnnotationsUse Video Annotationsas Calls to Actionas Calls to Action
  • 54. TACTIC 86Participate in SocialParticipate in SocialBuying PlatformsBuying Platforms
  • 55. TACTIC 88Ask Supporters toAsk Supporters toPledge Social ActionsPledge Social Actions
  • 56. TACTIC 102Use Pinterest to DriveUse Pinterest to DriveSocial CommerceSocial Commerce
  • 57. TACTIC 102Share Your Pets That AreShare Your Pets That AreAvailable for AdoptionAvailable for Adoption
  • 58. TACTIC 110Reach Specific Market SegmentsReach Specific Market Segmentswith Social Advertisingwith Social Advertising
  • 59. TACTIC 91AnalyzeAnalyzeFacebookFacebookActivity withActivity withInsightsInsights
  • 60. TACTIC 93Track Referrals fromTrack Referrals fromSocial SitesSocial Sites
  • 61. TACTIC 94Measure New VisitorsMeasure New Visitorsfrom Social Channelsfrom Social Channels
  • 62. TACTIC 99Create a Social MediaCreate a Social MediaListening DashboardListening Dashboard
  • 63. Listen Up! Monitor Facebok, Twitter, LinkedIn, blogs, forums, google, etc. Workshop at:slideshare.net/chadnorman
  • 64. Use your ears, but open your mouth too! Reply – Retweet – Reach Out
  • 65. Advertise onFacebook & Twitter www.facebook.com
  • 66. Hijack the NewsKeep on your toes, and become the“2nd paragraph” of a breaking news story.
  • 67. Measure It! Google Analytics Facebook Insights Flickr Pro Account YouTube Insights Search.twitter.com BackTweets.com Twitterholic.com Twinfluence.com Twitalyzer.com Twittercounter.comPhoto via pinksherbet: http://www.flickr.com/photos/pinksherbet/3206805049/
  • 68. What’s Next?
  • 69. ?QUESTIONS
  • 70. Thank You!Let’s keep the conversation going: @chadnorman www.slideshare.net/chadnorman chad.norman@sparcedge.com