NC Philanthropy Conference Presentation

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These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com

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NC Philanthropy Conference Presentation

  1. 1. Social Media, Community Building & Development NC Philanthropy Conference August 2013
  2. 2. Social Media Experts? Social Media Authorities? – This is a moving target and we’re all working to catch up How About Social Media Evangelists?
  3. 3. How and Why I Got Started?
  4. 4. Why Is Social Media Relevant? • Marketing is being redefined • Moving from monologue to dialogue • Conversations are happening without us • Engagement is what we’re after • This is a gift to fundraisers and non-profits! • Cultivation & Stewardship • Follow your target audience • Consumers want deeper engagement with brands • Your absence is conspicuous
  5. 5. A Curse and a Blessing • Truly a gift to communicators • This is real world - good and bad • Hive Marketing - brand evangelists • Motivate and activate brand advocates • Expose potential donors to the passions of long time donors and supporters (Donor Pyramid) • Turn them into citizen journalists; more credible
  6. 6. Where We Focus Most of Our Energy • Facebook • Twitter • Google+ • YouTube • LinkedIn • Instagram • Pinterest
  7. 7. Facebook • Engagement is key • Ask questions • Invite responses • Create an environment that fosters sharing and conversation • Content rich: photos and video • Fundraising apps • LISTENING PLATFORM
  8. 8. Facebook
  9. 9. Facebook
  10. 10. Facebook
  11. 11. Google+ • Helpful for search engine marketing • Doesn’t have to be a daily activity • Post links to social media and websites • Post video and photo content • Create circles of peer organizations and friends of the organization
  12. 12. Google+
  13. 13. LinkedIn • Underappreciated and underutilized • However, more respected by professionals • Not just for job hunting! • LinkedIn Company Pages vs. Groups • Company Page: Basic content similar to Google+ and status updates • Groups for engagement and direct marketing • Daily eBlast with discussion and news
  14. 14. LinkedIn
  15. 15. LinkedIn
  16. 16. LinkedIn
  17. 17. Twitter • Amazing for segmenting audiences by areas of interest • #Hashtags are the secret to Twitter • Geographic hashtags #Boston #BostonMA • Topical hastags #breastcancer #hcsm #green • Reciprocity: Thanks, Retweets, Sharing info from others • Can’t be all about you • Follow influencers and others • Frequency is important • Use a third part service: Hootsuite, Sprout Social, etc • Don’t do automated responses • Identify the voice(s) on your Twitter feed
  18. 18. Twitter
  19. 19. Sprout Social
  20. 20. Sprout Social
  21. 21. Sprout Social
  22. 22. Sprout Social
  23. 23. Hootsuite
  24. 24. Hootsuite
  25. 25. YouTube • Important for search engine marketing • Owned by Google • Can feed videos to Google+ and Facebook • Tag your videos! • Brand your page • Sort videos using playlists
  26. 26. YouTube
  27. 27. Blogs • Great for storytelling • Highly engaging • Easy to execute: Wordpress, Blogger, etc
  28. 28. Signature Moms Blog • 8 bloggers • 42,000 visits in 2012 • 100,000+ total • 2,477 subscribers • 600 comments
  29. 29. Our Mantra: Be Strategic • The social web offers another set of tools in your tool box • Integration is key • Look before you leap • Program: flexible and dynamic, but not haphazard
  30. 30. Our Approach Step 1 -Strategic planning • Definition of audiences • Determination of social channels to be used Step 2 - Channel creation • Building branded pages Step 3 - Content creation and monitoring • Weekly content calendars • Weekly key stat measurement
  31. 31. Developing a Social Media Marketing Plan Two Types of Plan: – Long term engagement – Short term campaign
  32. 32. Developing a Social Media Marketing Plan Step #1 - Participate It will be difficult to develop a plan, and sell the value of a plan, if you aren’t engaged in the medium
  33. 33. Developing a Social Media Marketing Plan Step #2 - Culture Preparedness • Assess you organization’s appetite for social media. Risk averse? Fear in the C- suite? • Then begin bringing them along. • They’ll appreciate a strategy!
  34. 34. Developing a Social Media Marketing Plan Step #3 - Define Audience and Stakeholders How do they use social media?
  35. 35. Developing a Social Media Marketing Plan Step #4 - Objectives & Goals What are you trying to achieve? It may vary by audience. Current donors, grateful patients, board members, employees, influentials, media…
  36. 36. Developing a Social Media Marketing Plan Step #5 - Desired Outcomes What does success look like? Increase in brand awareness or preference, enhance search engine rankings, web traffic, donor engagement, brand positioning, community building?
  37. 37. Developing a Social Media Marketing Plan Step #6 - Channel Selection Don’t try to do everything. Be strategic in resource allocation. What channels allow you to achieve your objectives?
  38. 38. Developing a Social Media Marketing Plan Step #7 - Integration How will you integrate the program with your other Marcom efforts? Don’t forget PR and internal communication.
  39. 39. Developing a Social Media Marketing Plan Step #8 - Plan Resource Allocation Avoid social media burnout before it occurs. Design a sustainable program. Learn to repurpose content!
  40. 40. Step #8 - Plan Resource Allocation It is not always about volume of posts or tweets.
  41. 41. Repurposing Content 1. Press release on PRLog 2. Use share function 3. Post on Twitter, Facebook, Google+ & LinkedIn with one click 4. Distribute via LinkedIn Groups as “news” or “discussion” using PRLog small URL
  42. 42. http://www.prlog.org/
  43. 43. http://www.linkedin.com
  44. 44. LinkedIn Groups: http://www.linkedin.com/home?myGroups=&trk=hb_side_grps
  45. 45. Pitch Engine - Free Service
  46. 46. Same Process Repurposing Video • Post to your website • YouTube • Google+ • Facebook • Your blog • Post link on LinkedIn Groups & Twitter • Etc.
  47. 47. Developing a Social Media Marketing Plan Step #9 – Measure (Sprout Social, Tweetbinder, TweetReach) Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, retweets, etc.
  48. 48. Developing a Social Media Marketing Plan Step #10 - Monitor Track conversations happening online.Hootsuite, Sprout Social, Facebook Pages, Socialmention.com, Filtrbox, Monito rThis, etc. Google Alerts at a minimum. Have a process for this.
  49. 49. Developing a Social Media Marketing Plan Step #11 – Policy • Employee social media policy. Check out Mayo Clinic’s policies online at http://sharing.mayoclinic.org/guidelines/for- mayo-clinic-employees/ • Chris Boudreaux online database of organizations’ policies: http://socialmediagovernance.com/policies.php
  50. 50. Putting Social Media to Work • Crisis Communication - Build up online communities in anticipation of the need to inform and activate brand advocates • Brand Advocacy/Positive Buzz - Funnel quality information about your brand to constituents (hive marketing); this includes internal audiences
  51. 51. Putting Social Media to Work • Communicate Key Messages – Quality and Patient Safety – Patient- and Family-Centered Care – Etc. • Elicit feedback from the market place – These are LISTENING PLATFORMS • Provide access to quality health info • Educate and build preference for services • Meet consumer expectations • Humanize your institution
  52. 52. Marketing as Community Building • Engagement • Marketing “with” rather than “at” • Return on Community • Marketers and communicators become creators of online spaces/environments where community can occur. • Communities of shared interest
  53. 53. Community • Elements of Community – Sense of shared values – Feeling valued and appreciated – Being heard – Common interests and/or experiences – Treated kindly – Reciprocity – two-way relationship (engagement) – Gain value from interactions; growing and learning – Support – both emotional and informational
  54. 54. Value in Communication • Quality of the content/communication • Communication people want to spend time with • Fits within the context of their life • Use of video • Storytelling
  55. 55. Donor Pyramid
  56. 56. Once you build community, activate it
  57. 57. Nicholas School of the Environment at Duke University - Case Study
  58. 58. Social Media Widgets hidden at bottom of page.
  59. 59. The Link from the Nicholas Site took me here.
  60. 60. But this is their new Twitter account
  61. 61. Engagement? Where are the RTs and the TYs? Only modest use of hashtags.
  62. 62. An Integrated Campaign
  63. 63. What I Wish We’d Done • More aggressive Social Media Outreach • Need to create an environment that invites engagement on Nicholas’ social platforms • Needed much greater frequency with Twitter • Include Google+ and LinkedIn • Ideally, a Facebook promotion – “Post photos from your days at the Marine Lab…”; then cross promote on other channels • Facebook ads targeting the key term: “Nicholas School of the Environment”
  64. 64. Good Reading • Groundswell, Charlene Li & Josh Bernoff • Join the Conversation, Joseph Jaffe • Social Media is a Cocktail Party, Jim Tobin and Lisa Braziel • PR 2.0, Deirdre Breakenridge • The New Rules of Marketing & PR, David Meerman Scott
  65. 65. Summary: A Few Sins of Social Media • Haste - Don’t start without a plan • Fear - You can’t be afraid to lose control • Apathy - Don’t stick your head in the sand; especially at the C-suite level • Sloth - Content must be updated • Gluttony - Don’t take on too much too fast
  66. 66. Contact Information • Dan Dunlop, Jennings – ddunlop@jenningsco.com – Twitter: @dandunlop& @JenningsHealth – Blog: http://thehealthcaremarketer.wordpress.com – LinkedIn: www.linkedin.com/in/dandunlop/

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