Adventures in NonProfit Social Media

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Adventures in NonProfit Social Media

  1. 1. Adventures in NonProfit Social Media<br />From promotion to engagement<br />Petri Darby, APR<br />director of brand marketing & digital strategy<br />Make-A-Wish Foundation® of America<br />pdarby@wish.org / @darbyDARNIT<br />
  2. 2. A little background<br />Approaching 200,000 wishes granted<br />Strong brand awareness<br />Lots of one-way storytelling<br />
  3. 3. Ready…Fire…Aim!<br />Let’s raise some money!<br />
  4. 4. Social media marries two primary interests<br />EmotionalPractical<br />
  5. 5. The rules are the same as before <br />Don’t worry so much about FundraisingWorry more aboutConnection & Cultivation<br />
  6. 6. Strategy and goals before tactics<br />who before what<br />Donors – Volunteers – Employees – Boards – Sponsors – Vendors <br />
  7. 7. Go where your targets are<br />Tip: Gmail can help find where your contacts are<br />
  8. 8. Listen<br />Monitor your brand, competitors, and influencers <br />Technorati<br />AllTop<br />SocialMention<br />Google Alerts<br />Twitter Search<br />TweetDeck<br />Twazzup<br />HootSuite<br />
  9. 9. Engage on key fronts<br />Blogs<br />Mobile<br />Organic SEO & paid search<br />Set up social media profiles<br />Integrate social tools into website<br />Create communities (Ning/Facebook/branded)<br />Connect<br />Educate<br />Dialogue<br />Offer value<br />Address issues<br />Ask for input/support<br />Easy on the self-promotion <br />
  10. 10. Measure key metrics<br />Bit.ly<br />Swix<br />Radian6<br />Google Analytics<br />Facebook Insights<br />
  11. 11. Tools and Tactics Change<br /> 10 years ago…dominated search<br /> 3 years ago…<br /> dominated social<br />
  12. 12. “Ooh, we need a mobileapp”<br />300 million US subscribers45 million smartphones100 million mobile Facebook users- Browsing- Social Media- GeoLocation- Text Campaigns<br />
  13. 13. Spend time learning <br />Excellent blogs and Twitter superstars:ConvinceAndConvert.com - @jaybaerChrisBrogan.com - @chrisbroganBrianSolis.com - @briansolisSocialMediaExplorer.com - @jasonfallsGaryVaynerchuk.com - @garyveeBethKanter.org - @bethkanterScoblelizer.com - @scobleizerSethGodin.Typepad.com<br />
  14. 14. THANK YOU!<br />QUESTIONS?Petri Darby, APRdirector of brand marketing & digital strategyMake-A-Wish Foundation® of Americapdarby@wish.org / @darbyDARNITwish.org / @makeawish<br />

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