Social Media Strategies for Non-Profits

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Why social media matters for Non-Profits. Includes a guide to social strategy. I peppered in some case studies and examples to take for inspiration as well.

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Social Media Strategies for Non-Profits

  1. 1. SOCIAL MEDIA FOR NON-PROFITS Dayn Wilberding, Director of Digital Culture : Grady Britton PRESENTED BY FIRST INDEPENDENT BANK Thursday, June 17, 2010
  2. 2. CONTENTS UNDER PRESSURE Social Who? Why Social Matters for Non-Profits Guide to Social Strategy Steal these ideas Thursday, June 17, 2010
  3. 3. THING 1 RE: SOCIAL MEDIA Social Media Expert I’m not. Thursday, June 17, 2010
  4. 4. 100,00 friends0 THING 1 RE: SOCIAL MEDIA overni ght! Social Media Expert I’m not. Thursday, June 17, 2010
  5. 5. THING 2 RE: SOCIAL MEDIA It’s OK to feel overwhelmed. I am. Thursday, June 17, 2010
  6. 6. USERS Life cycle of social networks TIME Thursday, June 17, 2010
  7. 7. I can has? Thursday, June 17, 2010
  8. 8. Social Media The Means Social Media Marketing The Method (Social Influence) Thursday, June 17, 2010
  9. 9. CONTENTS UNDER PRESSURE Social Who? Why Social Matters for Non-Profits Guide to Social Strategy Steal these ideas Thursday, June 17, 2010
  10. 10. WEB 1.0 Thursday, June 17, 2010
  11. 11. WEB 2.0-ish Thursday, June 17, 2010
  12. 12. WEB 3.14159 Thursday, June 17, 2010
  13. 13. JUST HOW BIG IS SOCIAL? Thursday, June 17, 2010
  14. 14. BY THE NUMBERS Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  15. 15. BY THE NUMBERS use social 51% networks Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  16. 16. BY THE NUMBERS use social read blogs 49%51% networks Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  17. 17. BY THE NUMBERS use social read blogs 49%51% 3/4 networks participate in social media in some way Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  18. 18. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  19. 19. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 77 commercial on PERCENT YouTube Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  20. 20. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 51% post 77 commercial on PERCENT YouTube original content Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  21. 21. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 51% post 77 commercial on out of 100content original consumers, PERCENT YouTube posted product reviews 73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  22. 22. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  23. 23. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 SOCIAL MEDIA IS MAINSTREAM Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Thursday, June 17, 2010
  24. 24. Thursday, June 17, 2010
  25. 25. IMAGE Thursday, June 17, 2010
  26. 26. IMAGE IMAGE IMAGE IMAGE IMAGE Thursday, June 17, 2010
  27. 27. IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE Thursday, June 17, 2010
  28. 28. The playing field has been leveled. IMAGE IMAGE IMAGE IMAGE IMAGE IMAGE Thursday, June 17, 2010
  29. 29. CONTENTS UNDER PRESSURE Social Media Marketing Why Social Matters for Non-Profits Guide to Social Strategy Steal these ideas Thursday, June 17, 2010
  30. 30. GUIDE TO SOCIAL STRATEGY LURK : PLAN : PARTICIPATE : MEASURE Thursday, June 17, 2010
  31. 31. GUIDE TO SOCIAL STRATEGY LURK 1 Listen Determine your social audience Evaluate messaging options Thursday, June 17, 2010
  32. 32. LURK:// Listen Thursday, June 17, 2010
  33. 33. LURK:// Listen Twitter Search BlogScope Facebook Search Social Mention Google Blog Search Backtype Trendrr Omgili Thursday, June 17, 2010
  34. 34. LURK:// Determine your social audience ? Quantcast.com Forrester Social Technographics Tool Thursday, June 17, 2010
  35. 35. LURK:// Evaluate messaging options Thursday, June 17, 2010
  36. 36. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  37. 37. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  38. 38. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  39. 39. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  40. 40. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  41. 41. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  42. 42. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  43. 43. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  44. 44. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  45. 45. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  46. 46. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  47. 47. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  48. 48. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  49. 49. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  50. 50. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events Thursday, June 17, 2010
  51. 51. GUIDE TO SOCIAL STRATEGY PLAN 2 Develop a voice Editorial schedule Find a champion Forget your expiration dates Have guidelines Define goals Thursday, June 17, 2010
  52. 52. PLAN:// Develop a Social Media voice Trust comes in the form of accessibility and openness. Be a friend. Participate. That will be the bulk of your message. Thursday, June 17, 2010
  53. 53. PLAN:// Find a champion Personal interaction trumps stale brand messaging any day. Thursday, June 17, 2010
  54. 54. PLAN:// Have guidelines Set rules, but trust people. Have a personality, please. Thursday, June 17, 2010
  55. 55. PLAN:// Define goals Think small. Awareness, share of voice Think relevant. Retweets, shares, reach Sentiment, qualitative Sales, promo redemption Thursday, June 17, 2010
  56. 56. PLAN:// Editorial Calendar Thursday, June 17, 2010
  57. 57. PLAN:// Editorial Calendar Mon Tue Wed Thur Fri ✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on ✓ 4 tweets ✓ bookmark 1 story ✓ bookmark 3 story ✓ 4 tweets YouTube ✓ bookmark 3 stories ✓ share 2 stories on ✓ share 1 video on ✓ share 2 stories on ✓ 10 tweets for Follow ✓ share 2 stories on Facebook Facebook Facebook Friday Facebook ✓ share 2 videos on Thursday, June 17, 2010
  58. 58. PLAN:// Forget your expiration dates SMM is not a toe-dip science. SMM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you. Thursday, June 17, 2010
  59. 59. GUIDE TO SOCIAL STRATEGY PARTICIPATE 3 Profiles Add value & Answer questions Respect the community Syndication tools Tie into everything Thursday, June 17, 2010
  60. 60. PARTICIPATE:// Profiles Thursday, June 17, 2010
  61. 61. PARTICIPATE:// Respect the existing community ≠ ≠ followers fans connections Thursday, June 17, 2010
  62. 62. PARTICIPATE:// Syndication tools BRAND del.icio.us . . . Thursday, June 17, 2010
  63. 63. PARTICIPATE:// Tie into everything Thursday, June 17, 2010
  64. 64. GUIDE TO SOCIAL STRATEGY MEASURE 4 Measurement tools Which metrics to watch Thursday, June 17, 2010
  65. 65. MEASURE:// Measurement tools Thursday, June 17, 2010
  66. 66. MEASURE:// Measurement tools Thursday, June 17, 2010
  67. 67. MEASURE:// Measurement tools Thursday, June 17, 2010
  68. 68. MEASURE:// Which metrics to watch 2009 traffic, pageviews, number of followers & fans 2010 reach, share of voice, sentiment Thursday, June 17, 2010
  69. 69. MEASURE:// Which metrics to watch PURPOSE METRICS deals & specials posts, click-throughs, redemptions customer service conversations, answers, sentiment awareness, leadership fans, followers, retweets, shares Thursday, June 17, 2010
  70. 70. MEASURE:// Which metrics to watch PURPOSE METRICS deals & specials posts, click-throughs, redemptions customer service conversations, answers, sentiment awareness, leadership fans, followers, retweets, shares Thursday, June 17, 2010
  71. 71. CONTENTS UNDER PRESSURE Social Media Marketing Why Social Matters for Non-Profits Guide to Social Strategy Steal these ideas Thursday, June 17, 2010
  72. 72. Thursday, June 17, 2010
  73. 73. Thursday, June 17, 2010
  74. 74. for #California Oakland Museum of California (@oaklandmuseumca) Contemporary Jewish Museum (@jewseum) San Francisco Museum of Modern Art (@sfmoma) Yerba Buena Center for the Arts (@ybca) Exploratorium (@exploratorium) California Academy of Sciences (@calacademy) Asian Art Museum (@asianartmuseum) Thursday, June 17, 2010
  75. 75. Seen at San Francisco BART stations Thursday, June 17, 2010
  76. 76. YouTube Nonprofit Program Extra branding capabilities Increased upload capacity Call-to-action overlays youtube.com/nonprofits Thursday, June 17, 2010
  77. 77. Twitter Hope140 hope140.org Thursday, June 17, 2010
  78. 78. Facebook Causes Application causes.com Thursday, June 17, 2010
  79. 79. Thursday, June 17, 2010
  80. 80. If you approach every channel with the intent to add value through participation, you can’t go wrong. People will push your brand and products for you. Thursday, June 17, 2010
  81. 81. If you approach every channel with the intent to add value through participation, you can’t go wrong. People will push your brand and products for you. Decide to attack a project socially, develop a Social Media plan, and stick to it. Thursday, June 17, 2010
  82. 82. Thank you. delicious.com / daynw / nonprofits GradyBritton.com For my card, txt: DAYN to 50500 GradyBritton dayn Thursday, June 17, 2010

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