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

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

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 effective by focusing not on quantity, but on quality and consistency.

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 strategy with some basic marketing know-how.

Marketing fundamentals work here, too.
Set Goals
Success Criteria
Know your audience
Know perception
Make it actionable
Is someone setting a good example?
Learn from current “customers”
Do a survey
Just ask !

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.

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 that to work best, digital needs to be part of my organization’s culture.

Fear is natural.
Typos, poor grammar
Public criticism
Brand compromise
TMI
Libel
No control
Drained productivity

Have a plan.
Develop a policy
Trust your staff
Embrace and relinquish
Accept mistakes, take risks
Fix as you go, fail fast
Being informal is ok
Have two-way conversations
It’s not a spectator sport, but a contact sport

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 a successful multi-channel strategy.

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.

Keep online donations in perspective
People are partners, not ATMs
Storytelling makes donating personal
Consider “micro” recurring gifts
Thank donors, make them heroes
Don’t reinvent the wheel
Donors come because of what we do for others, they stay because of what we do for them.

$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 many digital media in ways not related to money.

Some ways to look at ROI
What are the benefits of my efforts?
Did I accomplish my goals?
What did we learn?
What would this have cost using “traditional” media?
What mistakes did we make?
What would I do better next time?

Putting it all together...

Remember this…
Create a plan
Define success
Know your audience
Know your channels
Choose your tools
One size does not fit all
Identify credible sources & influencers
Be genuine, not just “social”
Be consistent

List of tools
Mashable
Crowdsourcing
Google Reader & Alerts
Twitter search
Technorati
Boardreader
Social Mention
Acceptiva
Mobile Giving.org
The Agitator.net
Beth Kanter.org ( The Networked Nonprofit )

Thank You Caesar Vielmas 832.293.9907 [email_address] blu27.com Frank Moore 713.868.0970 [email_address] edgetexas.com

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

by Edge Creative Strategies on Feb 22, 2011

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