Using Social Media for Nonprofit Gain

Using Social Media for Nonprofit Gain Where to engage How to listen How to measure Drive donations & giving

Eric Pratum• Associate Director of Digital Strategy & Analysis• Social media with: National Parkinson Foundation, Operation Blessing International, Microsoft, Razorfish, &OneReel.• Web analytics with: Hilton.• eric.pratum@grizzard.com • ericpratum• 404.935.7130 • /ericpratum• @ericpratum • /ericpratum

Find these slides and more: • Grizzard.com • /GrizzardComm • @GrizzardComm • /GrizzardComm • /GrizzardComm • Grizzard

You’ve been told…

The social media sales pitch… We need to listen. Our constituents appreciate it.

Social media to drive giving

Social media can improve SEO

Where does social media belong?

How some places do social media…

How nonprofits do social media…

How cancer centers do social media…

What marketers think of social media…

What do CMOs think of social media?

What constituents think of social media…

How do constituents find out about charities?

How constituents hear from their charities…

Social media gets assigned…

Where do you start?

Where are your constituents & what will they respond to?

Time for research

If you can’t do the research…

Maybe the Mayo Clinic?

Start listening Subscribe to me, you will.

Twitter too

Forums might be important

Aggregate tools exist

That might look like this… 107,701 Total Posts25,000 Event A20,000 Event B15,00010,000 5,000 - Jan Feb Mar Apr May FA # FH # FTC #3 OBI #4 SP #5 WV #6 1 2

Or this…40,00035,00030,00025,00020,00015,00010,000 5,000 - January February March April May Negative Neutral Mixed Positive

How should you respond?

Set up your accounts

Measure output vs input Facebook Interactions per Post 160 140 120 100 80 60 40 20 -

Twitter response Trailing 7 Day Average Response Rate 25.00 20.00 15.00 10.00 5.00 -

What’s your return on this?

When everyone is focused here…

Measure cost of output1-to-1 &1-to-many contact

Measure time & resources saved 1-to-1 contact

Per question answered, per impression, which costs more?

Any other benefits? Response time Insight

Any other benefits? Legitimacy

Those things might help next time…

What you can do now… 1. Find out where your constituents are active. 2. Begin listening. 3. Start something or join in. 4. Measure time/resources invested against time/resources saved.

Free Tools Monitor Content Distribution 1. Google Reader 1. TubeMogul 2. Social Mention 2. PixelPipe 3. Blogsearch 3. Seesmic 4. Feedly 4. Tweetdeck 5. Boardreader 5. Wordpress 6. Twitter Search 6. Blogger 7. Seesmic 7. Sociaholic 8. Tweetdeck 8. Causes

Social Media Hardware

Questions

Thank You from Grizzard! Recent posts you might like: • How to listen online • Comment like a RockstarFind these slides and more at:• Grizzard.com • /GrizzardComm• @GrizzardComm • /GrizzardComm• /GrizzardComm • Grizzard

Using Social Media for Nonprofit Gain

by Eric Pratum on Jan 07, 2012

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

Using Social Media for Nonprofit Gain — Presentation Transcript