True Lies An honest approach to making the web, social  and mobile media work for you. Philanthropy & Houston • February 2...
This used to be simple.
Then it got a little complicated.
Then  this  happened.
We tried to simplify it.
Stop listening to the noise.
You’ve heard this one before   There’s way too much for me to keep up within the digital world. Real truth   I can be most...
How much “digital” should I do? Web eMail Social Video Search Mobile Content Analytics
A likely story   Unless I’m a techie, I’ll never figure out how to use digital media. Real truth   I can launch a digital ...
Marketing fundamentals work here, too. <ul><li>Set Goals </li></ul><ul><li>Success Criteria </li></ul><ul><li>Know your au...
Admit it, you’re rationalizing   Once our new website is launched, everyone will finally hear our message. Real truth   I ...
Checking off or staying on?
Website or Web presence?
Facebook / Twitter  or social media strategy?
Mobile viewable or mobile experience?
Talking or listening?
 
Turn Bystanders into Evangelist
Your most important tool
Trying to impress your boss ? I’m going to get my digital plan implemented by the end of the month. Real truth   I know th...
Fear is natural.  <ul><li>Typos, poor grammar </li></ul><ul><li>Public criticism </li></ul><ul><li>Brand compromise </li><...
Have a plan.  <ul><li>Develop a policy  </li></ul><ul><li>Trust your staff </li></ul><ul><li>Embrace and relinquish </li><...
Try Test  Tweak Terminate The Four T’s
It is still about donations...
Too good to be true Going digital is really going to boost  my donations. Real truth   Increasing donations is a result of...
Studies have shown In 2009, only 8% of donations to the  75 largest US nonprofits occurred online. In 2009, only about 40%...
Keep online donations in perspective <ul><li>People are partners, not ATMs </li></ul><ul><li>Storytelling makes donating p...
 
$10M in three years
Isn’t that convenient? It’s difficult to measure the ROI  of digital media activity. Real truth   I can measure ROI of man...
Some ways to look at ROI <ul><li>What are the benefits of my efforts? </li></ul><ul><li>Did I accomplish my goals? </li></...
Putting it all together...
Remember this… <ul><li>Create a plan  </li></ul><ul><li>Define success </li></ul><ul><li>Know your audience  </li></ul><ul...
List of tools <ul><li>Mashable </li></ul><ul><li>Crowdsourcing  </li></ul><ul><li>Google Reader & Alerts </li></ul><ul><li...
Thank You Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com
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True Lies: An honest approach to making the web, social and mobile media work for you

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A simple, marketing-centric look at taking your nonprofit organization digital.

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True Lies: An honest approach to making the web, social and mobile media work for you

  1. 1. True Lies An honest approach to making the web, social and mobile media work for you. Philanthropy & Houston • February 22, 2011 Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com
  2. 2. This used to be simple.
  3. 3. Then it got a little complicated.
  4. 4. Then this happened.
  5. 5. We tried to simplify it.
  6. 6. Stop listening to the noise.
  7. 7. You’ve heard this one before There’s way too much for me to keep up within the digital world. Real truth I can be most effective by focusing not on quantity, but on quality and consistency.
  8. 8. How much “digital” should I do? Web eMail Social Video Search Mobile Content Analytics
  9. 9. A likely story Unless I’m a techie, I’ll never figure out how to use digital media. Real truth I can launch a digital strategy with some basic marketing know-how.
  10. 10. Marketing fundamentals work here, too. <ul><li>Set Goals </li></ul><ul><li>Success Criteria </li></ul><ul><li>Know your audience </li></ul><ul><li>Know perception </li></ul><ul><li>Make it actionable </li></ul><ul><li>Is someone setting a good example? </li></ul><ul><li>Learn from current “customers” </li></ul><ul><li>Do a survey </li></ul><ul><li>Just ask ! </li></ul>
  11. 11. Admit it, you’re rationalizing Once our new website is launched, everyone will finally hear our message. Real truth I know that effective digital strategies are ongoing , multi-dimensional conversations.
  12. 12. Checking off or staying on?
  13. 13. Website or Web presence?
  14. 14. Facebook / Twitter or social media strategy?
  15. 15. Mobile viewable or mobile experience?
  16. 16. Talking or listening?
  17. 18. Turn Bystanders into Evangelist
  18. 19. Your most important tool
  19. 20. Trying to impress your boss ? I’m going to get my digital plan implemented by the end of the month. Real truth I know that to work best, digital needs to be part of my organization’s culture.
  20. 21. Fear is natural. <ul><li>Typos, poor grammar </li></ul><ul><li>Public criticism </li></ul><ul><li>Brand compromise </li></ul><ul><li>TMI </li></ul><ul><li>Libel </li></ul><ul><li>No control </li></ul><ul><li>Drained productivity </li></ul>
  21. 22. Have a plan. <ul><li>Develop a policy </li></ul><ul><li>Trust your staff </li></ul><ul><li>Embrace and relinquish </li></ul><ul><li>Accept mistakes, take risks </li></ul><ul><li>Fix as you go, fail fast </li></ul><ul><li>Being informal is ok </li></ul><ul><li>Have two-way conversations </li></ul><ul><li>It’s not a spectator sport, but a contact sport </li></ul>
  22. 23. Try Test Tweak Terminate The Four T’s
  23. 24. It is still about donations...
  24. 25. Too good to be true Going digital is really going to boost my donations. Real truth Increasing donations is a result of a successful multi-channel strategy.
  25. 26. Studies have shown In 2009, only 8% of donations to the 75 largest US nonprofits occurred online. In 2009, only about 40% of nonprofits using Facebook Causes raised any money through this service. And 29% had raised less than $500 in 12 months. In 2010, after the Haiti earthquake, the American Red Cross collected $22M by text message, 37% of donors contributed via text.
  26. 27. Keep online donations in perspective <ul><li>People are partners, not ATMs </li></ul><ul><li>Storytelling makes donating personal </li></ul><ul><li>Consider “micro” recurring gifts </li></ul><ul><li>Thank donors, make them heroes </li></ul><ul><li>Don’t reinvent the wheel </li></ul><ul><li>Donors come because of what we do for others, they stay because of what we do for them. </li></ul>
  27. 29. $10M in three years
  28. 30. Isn’t that convenient? It’s difficult to measure the ROI of digital media activity. Real truth I can measure ROI of many digital media in ways not related to money.
  29. 31. Some ways to look at ROI <ul><li>What are the benefits of my efforts? </li></ul><ul><li>Did I accomplish my goals? </li></ul><ul><li>What did we learn? </li></ul><ul><li>What would this have cost using “traditional” media? </li></ul><ul><li>What mistakes did we make? </li></ul><ul><li>What would I do better next time? </li></ul>
  30. 32. Putting it all together...
  31. 33. Remember this… <ul><li>Create a plan </li></ul><ul><li>Define success </li></ul><ul><li>Know your audience </li></ul><ul><li>Know your channels </li></ul><ul><li>Choose your tools </li></ul><ul><li>One size does not fit all </li></ul><ul><li>Identify credible sources & influencers </li></ul><ul><li>Be genuine, not just “social” </li></ul><ul><li>Be consistent </li></ul>
  32. 34. List of tools <ul><li>Mashable </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Google Reader & Alerts </li></ul><ul><li>Twitter search </li></ul><ul><li>Technorati </li></ul><ul><li>Boardreader </li></ul><ul><li>Social Mention </li></ul><ul><li>Acceptiva </li></ul><ul><li>Mobile Giving.org </li></ul><ul><li>The Agitator.net </li></ul><ul><li>Beth Kanter.org ( The Networked Nonprofit ) </li></ul>
  33. 35. Thank You Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com

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