Social media marketing unplugged in calgary may 2011

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My slide deck from my May 7 2011 presentation at Social Media Marketing Unplugged in Calgary, AB.

I walked through the David Suzuki Foundation's online acquisition strategies.

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  • Hi, my name ’ s Eli. You can find me on the internet
  • I grew up in Edmonton
  • Now I live in Vancouver
  • I work for the David Suzuki Foundation
  • So let me pander. Go Flames!
  • Hands up! Don ’ t worry if you don ’ t. My work and your work is very similar.
  • I ’ m a volunteer. I ’ m the organizer of Vancouver ’ s Net Tuesday, a monthly meetup that connects nonprofits with their allies in technology and communications.
  • We ’ re in over 80 cities across the world
  • Nobody is organizing a Net Tuesday in Calgary. Which is a shame. Contact me if you ’ re interested in becoming a host.
  • By day I work at the David Suzuki Foundation as the Creative Services lead. We do the website, the email campaigns, and the social media work. Our name may be Creative Services, but at our heart we ’ re the marketing team for the Foundation. We support the scientists and campaigners in connecting with the public, and help build a constituency to support our work both financially and through advocacy.
  • If we do our work properly we should be invisible. Like gnomes. (A gnome created in support of our pesticide-free gardens campaign.)
  • A disclaimer. I ain ’ t no expert. There are no experts. There are no best practices. Oh sure, there are people who are more experienced than you - but they don ’ t know what ’ s best for you/your product/your organization So I ’ ll tell you what works for me. And hopefully you ’ ll find find some clues in here for what might work for you. But YOU MUST TEST! And then test again. And then keep testing. But don ’ t worry. SOCIAL MEDIA IS EASY! There ’ s no magic sauce.
  • A second warning: I ’ m gonna throw a lot of numbers at you. You don ’ t need to memorize them. Numbers = No more guessing about what works. Don ’ t be afraid! - Let ’ s dive in!
  • What ’ s the goals for our work? Goals 1 and 2 require big numbers. More people = better chance of achieving the goals Heck, Goal 3 also requires big #s, because behaviour change theory suggests that one of the biggest barriers to change is the feeling that you ’ re the only one doing anything... in which case why bother? But today we ’ re gonna focus on goals 1 and 2. Those are easier to measure! :-)
  • Email was the cornerstone of our marketing work. Up until a year ago.
  • Now social media is a large part of the solution. Put up your hand if you ’ ve heard of “ Mercora ” ... “ Rollyo ” ? Congoo? Not many of you... neither have I. And neither have our customers and supporters.
  • But actually, most of the time, just Facebook and Twitter. That ’ s where the people are. See, it looked complicated. But it ain ’ t! Social media was easy!
  • So, my 1st goal is advocacy. That means lots of folks email, writing, calling... harassing our elected officials into doing their job. :-) Thankfully Advocacy and social media are bosom buddies. I ’ ll show you how they ’ re connected and reinforce each other.
  • So, it ’ s a big looong form (sigh - those policy wonks fight for exact detail over sexy copy) In November the senate vetoed the Climate Change Accountability Act (Greenhouse gas targets) - doing something is contrary to the established tradition of the Canadian Senate. There was outrage!
  • So we sent our 32,000 supporters who have done advocacy work in the past.
  • People clicked on the link,bless their hearts. They ’ re a reliable bunch.
  • But what ’ s that in the #1 position? For the 1st time Facebook has over-taken our email list as the largest driver of traffic to the action form. (All those direct/nones are either from our friends-asking-friends email or Twitter clients. (we ’ ll talk about that more soon...)
  • Even better, it ’ s not junk traffic. The red selected area shows the % of visitors for each traffic source that completed the action alert form. So almost 60% of visitors from our email list completed the action. Facebook compares well compared at 40%... visitors from a link on http://www.DavidSuzuki.org perform badly and surprise guest Reddit.com, a social news site, which delivers a chunk of much more poorly performing traffic... perhaps because they didn ’ t have a prior relationship with us. action email: 8608*.6=4985 FB: 15995*.41=6558 Direct/None: 13888*.19=2638 And Reddit brought 3227*24=774 completions
  • It ’ s free! It ’ s easy! Tag everything!
  • I guess it isn ’ t too much of a surprise. There ’ s been steady growth on the Facebook Page for a long time now. But sneakily Facebook has grown to be larger than our total email list. And it ’ s directing people to our web properties.
  • There ’ s some mad social media activity going on. Here ’ s the social media activity for the action alert.
  • Yes. But you ’ ve also got to make it easy. Be SHAMELESS and OBNOXIOUS in asking folks to share. Give them every opportunity.
  • So, here ’ s how I shamelessly asked folks to advertise the action alert on behalf of the David Suzuki Foundation.... On the confirmation page shown after the action is completed there ’ s an email form where you can enter your friend ’ s info.
  • And a Twitter “ Tweet ” and Facebook “ Like ” button.
  • Plus copy to forward in the Thank you email sent afterwards.
  • And even the initial email ask
  • All this works. My #2 referral was untagged email (and Twitter)
  • Trust me. I have a chart. And the Chart (via Neilsen) says that the most trusted form of advertising is a recommendation from your friend. Well, duh. And that ’ s what social media can give you. A way for friends to recommend you to their friends.
  • This integration of social media into your website and email works wonders for growing your social media communities. For those in the back the page has 2,268 Likes and 223 Tweets.
  • What happens when you click “ Like ” on a webpage? The Like appears on the original webpage. It appears in your Facebook profile (and is data that Facebook advertisers can use) It might show up on your “ news feed ” depending on Facebook ’ s constantly changing algorithm.
  • Here ’ s how that magic played out on DavidSuzuki.org This line graph of Daily New Likes in Facebook here ’ s a huge spike when we added a “ Like ” button to every page of our website last summer.
  • Just think how it ’ d do it we didn ’ t hide the Share buttons at the BOTTOM of the page. Mashable is good and obnoxious about it. That group of icons scrolls with you, so it ’ s always in the top left of the page. Oooop! Better bring that idea back to the team!
  • Which is a fantastic result, all other growth for the month comes to 600 sign-ups (event sign-up forms and website sign-ups) And for those “ other ” folk I don ’ t necessarily have their full addresses and a hint at their issue of interest.
  • For those keeping track at home that means 18,141 signed, 6000 new. 1/3 of folks using the form opted-in for follow-up communications.
  • This is where my work is very similar to most other companies. We need to bring $$ in to keep the shop running.
  • What is Social Media Marketing good for? Well, if you ’re a nonprofit I’ll tell you what is ISN’T good for - fundraising.
  • Oh sure, there are exceptions - there are Twestival ($250,000+) or Kiva or Wikipedia but these are just that... exceptions. For the majority of nonprofits they aren ’t raising real dollars online. Need proof of how awful they’re doing? Data is basically impossible to find! :-)
  • or Kiva (untold millions)
  • Or maybe Wikipedia ($16 million) Not sure how much came via web vs the share call-to-action made after the donation.
  • There ’ s Facebook Causes - it ’ s raised lots of money
  • BUT Facebook Causes has been a bust for most organizations. Only a small fraction of the 180,000 organizations on Facebook have raised more than $1,000. These have been seeded by existing major donors (think $100,000 gifts, or event, in the case of Aflac, the organization itself donated $1,000,000).... these are publicity stunts.
  • So, if almost nobody is raising real $$ online, why are fundraising and development teams obsessed with social media marketing? Because, trust me, they are.
  • Social Media is the best, fastest, cheapest way to acquire new leads. But if those supporters aren ’t giving money why do the fundraisers care? Because those same people who won’t give via social media channels WILL give when asked via email or telemarketing. Sometimes even by mail! But you don ’ t get mailing addresses, phone numbers, or even email addresses from social media. And they won ’ t share it with you if you ask.
  • Even if you ask really, really nicely. With a cherry on top. Which, of course, brings us right back to that Climate Change Accountability Act action.
  • Our supporters gladly gave us their full addresses and email via the action alert form. And they had the opportunity to opt-out (there ’ s a limit to just how obnoxious you can be!)
  • And once we have this info we ’ re off to the races. Telemarketing works for us: the Foundation gets a 6-10% conversion rate to donor when we call a new lead acquired via an action alert. And email works too.
  • An example: David Suzuki holiday store
  • Email fundraising typically gets a 0.13% response rate (e-benchmarks study) We did better this time, but that ’s good because we only net 50% on merch sales. VS. Facebook: 14 transactions over holiday season. FACT: a new lead who has completed an action alert is TWICE as likely to give as someone who came via other sources like a Suzuki lecture or newsletter sign-up form.
  • And so, like the circle of life. We return to the connection between fundraising and social media. It isn ’ t direct. But the Social Media helps build a relationship between the organization and once those folks are converted via an action alert they join Team Financial Supporter. Hakuna matata. etc.
  • How to reach me
  • Social media marketing unplugged in calgary may 2011

    1. 1. Social Media Marketing in a charitable nonprofit
    2. 2. Eli on the internet <ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://blog.vandergiessen.ca </li></ul><ul><li>LinkedIn: http://ca.linkedin.com/in/elijahv </li></ul><ul><li>Twitter: @elijah </li></ul>
    3. 8. ?
    4. 10. Do you work for a nonprofit? Do you volunteer with a nonprofit?
    5. 11. http://www.NetTuesday.ca
    6. 14. http://www.DavidSuzuki.org
    7. 18. Goals <ul><li>Support the Foundation ’ s advocacy work </li></ul><ul><li>Raise $$ to keep doing the work </li></ul><ul><li>Help people change individual behaviour </li></ul>
    8. 19. Build a big list
    9. 21. Old skool <ul><li>for a web team </li></ul>
    10. 24. Advocacy <ul><li>How do I build a large community to support this work? </li></ul>
    11. 33. How do you get that kind of activity? <ul><li>Luck? </li></ul>
    12. 41. Clicking “ Like ”
    13. 44. Getting back on track....
    14. 45. What did all this activity lead to? 7,000 new names and addresses
    15. 46. Source of new sign-ups
    16. 47. % new supporters New Old
    17. 48. Fundraising
    18. 49. Can you fundraise using Social Media Marketing?
    19. 50. No <ul><li>(mostly!) </li></ul>
    20. 54. Facebook Causes
    21. 55. Facebook Causes - top fundraising groups
    22. 56. Publicity stunt
    23. 57. They need leads
    24. 58. Sweet, delicious leads
    25. 63. # of leads response rate # of transactions Email 100,000 0.29% 285 Facebook 120,000 0.01% 14
    26. 64. People won ’ t donate via social media <ul><li>But those same people will give if I ask them via email or the phone or mail. </li></ul>
    27. 66. Things to remember
    28. 67. <ul><li>Let no opportunity to build your list pass you by - find a reason for your audience to share contact information with you (persistent and obnoxious!) </li></ul><ul><li>Track everything. Don ’ t be afraid of mountains of data. </li></ul><ul><li>Social Media isn ’ t a replacement for other marketing channels and techniques - it plays a support role </li></ul>
    29. 68. Questions?
    30. 69. How to reach me <ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://blog.vandergiessen.ca </li></ul><ul><li>LinkedIn: http://ca.linkedin.com/in/elijahv </li></ul><ul><li>Twitter: @elijah </li></ul>

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