Social Media   (2009)
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Social Media (2009)

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  • If relationships are built on communications, then you’d think that that’s where the focus would be today in the NP world. However, I’ve found that’s not always the case. Why? Because people don’t realize at times that common sense rules, and a few differences to something existing can make a HUGE difference. When discussing any sort of partnering when it comes to building and hosting websites-make sure you leverage someone that knows the industry.
  • So you ask…why Katie are we talking about websites?? An organization’s website is the window into the organization…it’s mission…it’s culture…and most importantly an avenue to connect with your constituents with the ultimate goal of getting something in return—a comment, a testimonial, or best case scenario, a gift!
  • Have people connected from 10-20 branches in many different ways Connecting their constituents in many different ways BASED ON THEIR INTERESTS
  • CREATE ways for people to DO something on your site…get info, make a gift, give their email address…etc.
  • Google Analytics (abbreviated GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. Its main highlight is that the product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents. Integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized. By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns.
  • Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.
  • Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
  • This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
  • Google #1 & Yahoo #2
  • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
  • Phenomenon To audience: Who HASN’T heard of Susan Boyle?
  • To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
  • A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
  • A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
  • Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
  • Real world example with eTapestry
  • Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
  • Started the org on a Social Network platform Used the same tools they were using as a nightclub
  • Give donors the ability to see tangible results (Google Earth)
  • Masters of communicating with supporters
  • Interactive Tweeting on website – the reach was amazing/innovative
  • Talk about how it allows people to have a behind the scenes look at what they do. Allowing them into the inner sanctum
  • PODCASTS! Who does these?? The neat thing about these is that you can take a good look at these, and borrow some ideas.
  • Msg boards. Driving traffic to your website. Letting people discuss how breast cancer has affected their life or their loved ones. We happen to have a division of eTapestry that can help you with doing this.
  • Talk about how you can archive subject on old blog posts
  • Allowing constituents to blog on their blog.
  • Make sure you monitor comments on your blog. Inappropriate comments can turn people away.
  • Team Fundraising---money is doubling and tripling through this. So through the NP’s website you can go on and build your own page, and then send out emails to your own personal address book. The results of this can be stunning.
  • This is where you can discuss how employees should interact with social media (especially with personal use)
  • Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme

Social Media   (2009) Social Media (2009) Presentation Transcript

  • Technology & Fundraising: How to Leverage Social Media to Increase Your Organization’s Overall Visibility and Fundraising August 2009 John Applegate Account Executive, eTapestry Division of Blackbaud
  • A Quick Survey
    • What do you check first after lunch?
    • How many have:
    • cell phone b. email account c. Facebook/LinkIn/My Space account d. Twitter account e. Your own blog or podcast
    • What is your Home Page on the Internet?
    • Search engine (ie Yahoo/Google) b. “my page” on a search engine c. Facebook d. NPO/Corp page e. Giving Institute f . Other application
    Do any of your clients/constituents want to tap into the Web?
  • AGENDA
    • The Rise in Internet Use
    • Website Optimization
    • What is Social Media & How to Use it Effectively
      • YouTube
      • Facebook
        • What are the different aspects of Facebook (ie: pages vs. groups)
      • Twitter
      • Flickr, Podcasts, Message Boards, Blogs
      • Personal/Viral Fundraising
    • Pulling it All Together + Real Life Examples
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  • The Rules Still Apply (It’s all about relationships… not technology)
  • Web Site Optimization…
    • If Relationships are Built on Communications . . .
    • Basic Parameters are Driven by Common Sense
    • A Few Key Changes can Make a Huge Difference
    • Leverage Partners who KNOW the Non Profit Sector
  • Web Site Optimization: Be Like Martha or Oprah Both are masters @ Multi-Channel Marketing
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  • Small Changes Make a HUGE Difference Before/After
    • 1. Learn from your content
      • (Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.)
    • 2. Make your content easy to consume
      • (Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.)
    • 3. Make your content ever changing
      • (Be brave enough to blog, show responses, share viewpoints, and utilize forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)
    • 4. Make your site easy to find
      • (Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
    Keys to Building a Successful Web Site
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  • Top Ten Traffic Sources
  • Google Grant/Sponsored Links—How to increase your web presence/visibility
  • They’re at your website, now what do they do?
    • Can they engage?
    • Can they add content? (Web 2.0)
    • Can they give or volunteer?
    Your goal – to get something from them!
  • Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
  • What is Social Media??
    • Social media is online content created by people using highly accessible and scalable publishing technologies. Social media is a shift in how people discover, read and share news, information and content; it's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers.
    • Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.
    • Source: Wikipedia, 2009.
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  • Food for Thought….
    • Top 5 Most Visited Websites in the United States:
      • Facebook is #3
      • YouTube is #4
      • MySpace is # 5
      • (Twitter is #16)
    • (Source: http://www.alexa.com/topsites/countries/US ) 
  • YouTube!
    • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
    • Allows you to attract more traffic to your website
    • Videos can easily be posted on website or as a link within an eBlast or eNewsletter
    • FREE service to increase your visibility
    • Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
  • April 2009 Datacom Score Video Metrix Service
    • 78.6% of total U.S. Internet audience viewed online video .
    • Average video viewer watched 385 minutes of video, or 6.4 hours
    • 107.1 million viewers watched 6.8 billion videos on YouTube.com (63.5 videos per viewer)
    • The duration of the average online video was 3.5 minutes
  • Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
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  • Real Life Example….
    • Dec 11:
    • Subject line:
    • Urgent Appeal: Your gift to CRS is vitally important!
    • Straight Appeal
    • Static donation form
    • Raised $112k
    • View the donation form
    • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
  • YEAR-END 2008
    • Dec 29:
    • Subject line:
    • Only 48 hours left to make a tax-deductible gift!
    • Added “hotspot” text
    • Added video message from our president (that plays right on the donation form)
    • Added a strong pull-quote
    • Raised $112k
    • Watch the video
    • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
  • YEAR-END 2008
    • Dec 31:
    • Subject line:
    • Final Deadline: Last chance to make a tax-deductible gift
    • New “hotspot” text
    • Kept video message from our president
    • New pull quote
    • Raised $119k
    • Watch the video
    • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
    • Was CRS’s most successful online fundraising campaign to date (non-emergency).
    • Three e-mail messages in this campaign (based on a direct mail piece)
    • Banner ads used on website
    • Posts on social networking sites advertising campaign
    • Coordination with Google AdWords
    • This campaign raised $594k online.
    • Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
    The Results…
  • YouTube Takeaways…
    • “ SHOP” Others
    • Identify a few constituents who would like to share their story with others & record a few different testimonials each year
    • Integrate with your website and eNewsletter blasts
    • Get Creative!!
  • FACEBOOK
    • What is Facebook??
      • A FREE, online social networking site that connects people through online communities
    • Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
    • Non profits can use Facebook to:
      • Connect
        • With supporters
        • With other organizations
      • Brand
        • Build trust through exposure
      • Share your story
        • Pictures
        • Stories
        • Photos, etc.
      • Fundraise
        • Promote events
        • Find supporters/donors
  • FACEBOOK Users
  • Facebook Pages
    • Personal Page = Your Organization’s Official Page on FB
    • TIPS:
    • Invite colleagues, board members, and friends to become fans
    • UPDATE often
    • Start Conversations
    • Brand your page
  • Facebook Pages Cont…
    • Facebook Cause Page =Online Donation Tool (application) on FB
    • Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause
    • TIPS:
    • Brand & Link to your Page
    • Provide Clear FR Goals
    • Give Supporters Updates on your Progress
  • Facebook Pages Cont…
    • Group/Fan Pages =Tool for gathering people w/ like interests
    • TIP:
    • Ask supporters to start groups related to your Charity
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  • Facebook Takeaways…
    • Real Life Application
      • The Nature Conservency’s “Lil Green Patch” Case Study
        • Built a cause page on FB to attract users to support the Adopt an Acre program to conserve rainforests in Costa Rica & fight global warming
        • 20K new cause members and $33K in support since Feb 2008
    • These results will most likely NOT be the case for your organization…
      • HOWEVER, creating an online, Facebook presence will not hurt
      • Creating a group of fans/people that advocate for your cause WILL increase your giving and support
    • POST YOUR ONLINE GIVING PAGE LINK ANYWHERE YOU CAN ON FACEBOOK
    • Have an intern or student volunteer create these pages for you—they typically have the most knowledge and insight into what will sell to their generation of internet users!
  • TWITTER—Stupid or Worth a Second Look?
    • What is Twitter??
      • Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?
      • Compete.com numbers show that roughly 2.5 million people visit Twitter.com each month. Just as a comparison, Facebook receives about 41 million unique visitors per month.
      • Often times referred to as a “micro-blog” (140 characters or less) where entries are “TWEETS”
      • A service that is QUICKLY gaining momentum—mentioned in 2 commercials I saw over the weekend!
      • But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn’t the point. Relationships are the point. Relationships are always the point. The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other.
      • **Can your nonprofit afford to not explore all the tools available?**
  • We’re all familiar with the iPhone and the popular apps that are the new craze, right? Twitter’s got ‘em too!
  • The Power of Twitter
  • A few apps to take a look at as you get started
    • TweetDeck is a must for any community manager, marketer or researcher tracking important and relevant conversations on Twitter. It's an Adobe Air desktop application that enables users to split their main feed (All Tweets) into topic or group specific columns allowing the tracking of a broader overview of tweets based on keywords or groups of people.
    • TwitterFeed connects your blog to Twitter and automatically feeds posts into the timeline with each new update.
    • Whoshouldifollow.com makes it easy to find relevant, like-minded friends as well as friends of friends based on keyword and validated networks.
    • Twubble can help expand your Twitter network. It searches your friend graph and introduces and recommends new people who you may want to follow.
    • Twellow , a service of WebProNews, is an exceptional service for finding people who matter to your business or industry, by category. You can search keywords or browser through common categories to find the voices you deem as worthy following and/or connecting with on Twitter or other social networks. You can also claim your Twitter ID to further customize your individual profile with a short bio, extended bio, links to other profiles popular social networks such Facebook, LinkedIn, Delicious, Flickr, FriendFeed, etc.
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  • Takeaways from Twitter…
    • Don’t get overwhelmed—there is a lot of information to sift through in the beginning as you learn how to use it effectively
    • Don’t be afraid to try it and start connecting with other like organizations—You’ll be surprised how fast your followers grow
    • “ Tweet” regularly—assign someone this responsibility each week
    • Use Twitter to reach out to your constituents as a way to get information in front of people—whether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going 
  • Real Life Story via the “New York Times”…
  • “ Web Site Story Continued”
    • Gift for Promotion
    • charity: water
    • * 11 Employees
    • * 500,000 Followers
    • on Twitter
    • * 500 Donors Cover
    • all Admin Costs
    • * Donors can Locate
    • Their Well on Web
    • via Google Earth
  • “ Web Site Story Continued”
    • charity: water
    • * Raised $250,000
    • via Twitterfest
    • * Raised $965,000
    • via Sept. Birthdays
    • * Tons of Video
    • * Easy to Engage
    • * Giving is Joyous
    • * Infectious with
    • Youth/Boomers!
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  • charity: water
    • Was the $250,000 raised via Twitter the key fact?
    • Was the $975,000 raised from Sept. birthdays the key fact?
    • Is the way they have harnessed web/video technology the key?
    • How about how they show impact via Google Earth?
    Communicating daily w/ 500,000+ followers!
  • Flickr, Podcasts, Message Boards, Blogs
    • Flickr —Photo Sharing Application
    • Podcasts —Short recordings about a variety of different topics that can be purchased, downloaded for free, or posted on a web page
    • Message Boards —A segment of a website that hosts an open discussion amongst users
    • Blogs —A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers
      • Personal Blogs=Online ‘Diary’
      • Organizational blogs=Information sharing/News Updates
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  • Peer/Personal Fundraising Online **Link these pages to your database for data collection and future cultivation of donors**
    • Average volunteer sends over 30 emails
    • One in four emails sent by a volunteer results in a donation
    • Average online event gift is $59 which is a 50% increase over the average off-line gift
    • Many volunteers reach their stated FR Goal!
    Personal Fundraising results are typically pretty impressive. Take a look…
  • Some Thoughts to Ponder on Social Networks
    • “ My own "ah ha!" moment came recently on my birthday. In my personal email account, I found 33 notifications from Facebook that friends had left birthday greetings on my Facebook page, but only two regular emails with birthday greetings.” (54 yr old male)
    • “ Most interactions now come from my social networks. Not only do my birthday greetings come via Facebook and Twitter, but almost all of them were made where other people could see them. Those public greetings prompted several others to add their own.” (52 yr old female)
    • “ Email messaging — the main tool of most nonprofits for "push" marketing — will need to meet a higher and higher bar in terms of relevance, or it will be increasingly ignored.” (61 yr old male)
    • Kevin Mannion, On-Line Publishing, February , 2009
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  • 10 Ways to Support Charity Through Social Media (from a donor or board member perspective)
    • Write a blog post
    • Share stories w/ friends
    • Follow Charities on Social Networks
    • Support Causes on Awareness Hubs (ie. Change.org)
    • Find Volunteer Opportunities
    • Embed a Widget on your site (to collect $$ through social network)
    • Organize a Tweetup
    • Express yourself using a video
    • Sign or start a petition
    • Organize an online event (form fundraising drives/eCommerce)
    • Source: Mashable:The Social Media Guide ( http://mashable.com/2009/07/14/support-charity-sosg/)
  • Social Networks: Hints for Success
    • It is not FREE, resources are required
    • Being present is not enough, engage
    • Be authentic, otherwise you will be exposed fast
    • Integrate, don’t imitate other mediums
    • Endorsements matter, think forwarded emails!
    • Measure
    • Have something to say, must be regular or it dies fast
    • Stephanie Miller, Email Insider, 2009
  • QUESTIONS? Thank You! John Applegate Account Executive [email_address] 317-336-3982