MARCOM 2011 SOCIAL MEDIA FOR SOCIAL CHANGE

SOCIAL MEDIA forSOCIAL CHANGE

Stacey Diffin-LafleurSenior Director, Marketing and CommunicationsUnited Way OttawaStacey Diffin-Lafleur is an innovative senior communications strategist with morethan 18 years of experience in the high tech and communications and non-profitindustries. Versatile with extensive experience in media relations, marketingcommunications, investor relations, internal communications and analyst relationsshe is consistently recognized for delivering superior results. Stacey is highlyeffective in creative uses of emerging communications tools and passionate aboutthe potential for Social Media. Stacey is the Senior Director of Marketing at UnitedWay Ottawa where she leads the web, writing, media relations and special initiativecommunications activities for the organization. She has worked in the past inmarketing and communications roles with Chipworks, Tundra Semiconductor,Accelight Networks, Stentor, and Telesat Canada.

Keenan WellarCo-Founder and CEOLiveWorkPlayKeenan Wellar is co-leader of Ottawa-based charitable organization LiveWorkPlay.ca,which supports people with intellectual disabilities to experience life as includedmembers of the community. Keenan’s abilities in marketing and communicationshave been reflected most profoundly through the organization’s media relations androbust social media strategy. At a time when voluntary organizations are strugglingwith succession and sustainability, LiveWorkPlay has grown its volunteer core anddiversified its funding. Recognized in 2010 with a United Way Ottawa CommunityBuilder Award, Keenan is an active community volunteer, providing pro bonoworkshops for non-profit organizations at local, provincial, and national events. Hehas an MA in Applied Linguistics and a Professional Certificate in Public Sector andNon-Profit Marketing from the Sprott School of Business.

Our Social Media OdysseyJune 2011Stacey Diffin-Lafleur

Intro• @theStacey - a little bit about me and this presentation• What is United Way Ottawa?1. Why social media?2. Barriers? Who said barriers?3. Where we started4. Tools we used5. Results6. Lessons learned 5

Who we are• NPO – Ottawa chapter established 1933• Building stronger, healthier communities• Engagement is our business• Workplace campaign model – 1800 campaigns; 14,000 volunteers• We market on a shoestring – volunteer support is key 6

Demographics of who’s doingwhat… 7

Stats“We don’t have a choice on whether we dosocial media, the question is how well we do it.”-Erik Qualman (Socialnomics) 8

Did we have any barriers? Yep.• Corporate culture – IT owning gateways (no Tweetdeck, sites blocked, no access to Myspace, bandwidth restrictions) – Facebook and Twitter … those are for playing… not for working – Hey….we’ve always done it this way – Fear of letting go – losing control of the messages 9

Baby steps…• Basic website – No robust online donation tool• EBlasts – Really just invitations• E-newsletter – Low subscriber base, not used to engage All push marketing, no conversation… 10

Broadening our reach to meet…• Home-based business• Entrepreneurs• Smaller retail outlets• Students• Next Gen• Everyone who’s not part of a workplace campaign 11

We changed it up• And.. – met a lot of the SM folks in town and out, asked a lot of questions, ate a lot of lunch – Held a SM lunch and learn for United Way staff to demonstrate potential – Got the Director’s Network at United Way Ottawa using Yammer 12

We changed it up – Used Twitter and Facebook to promote the Malcolm Gladwell visit…a lightbulb went off in the organization – Put a plan in place… …and the rest is history 13

Next Step: Let’s start theconversation • Met service partners @ twestival • Desire to do more SM outreach • Build deeper/personal engagement w/ UW • Recognized the power of “trusted networks” • Began outreach tools development 15

One of our SM tools • Record.Share.Donate. • Speaker’s Corner 16

Our SM tool (mobile) 18

Our SM tool • Other UWs excited about potential • Sponsor came forward • Building more tools and expanding reach 19

Some results• 68% year/year increase in page views at www.unitedwayottawa.ca• 6,500 pageviews of donated video page on United Way Ottawa site• 200+ user generated videos submitted• Nearly 200% increase in total online $$$• Tripled the # of online donors• More than 1,500 people follow United Way Ottawa’s official account on Twitter – grows daily• More than 3,000 my colleagues, this add up to reach! 20

Some results• Using mail platform to track our EBlasts and open rates and fine-tuning• Schmoozefest sold out (past attendance was low)• Kindness – reached 27,000 people in one day with <50 tweets• New people involved with us? Yes. 21

See anyone you know? 22

And in video… 23

Lessons I’ve learned• Set clear, realistic objectives• Start small – do it well – then grow• Not everyone will get on board - immediately• Measurement – be prepared to defend your results – not a traditional transaction – it’s just not linear anymore. 24

Lessons learned• Work within corporate culture to help more senior execs and busy VPs to understand the value of Social Media – get them involved, show them results, engagement will follow. – St. Bernard Project/UW Nt’l Conference – Facebook help from employee body – engage, harness, share – Bloggers invited to events as media - good ideas spread. It’s all about telling the story to the right people. 25

Lessons learned • Listen, ask questions, don’t be afraid to get involved • SM is a great engagement and awareness tool and a low-cost, high return piece of our overall marketing strategy 26

Changes we’ve made happen• No webmaster – now an Online Experience Officer…(found via Twitter)• No longer just a media site – now a newsroom• No longer static content - now a conversation 27

Questions….• Thank you @TheStacey 28

Will your social media strategy get you murdered in a lake?

Keenan’s social media passion: made, not born!

Live WorkPlay Found guilty of a crime Against society Found guilty of having an The situation for people with intellectual disabilities in myintellectual community of Ottawa and in general across Canada is that disability only about 1% own their own home, and only about 10% rent their own home – so we have some 90% of individuals living in some type of institutional residence.

Live WorkPlayA life transformed, a community transformed

Website and Partner WebsitesTurning moments into movements

715 Views of Moira and Caroline [So Far]: Important Events AnalyticsSocial media analytics bring surprising levels ofunderstanding and transparency to relationshipsI-J: Posted on Facebook and LiveWorkPlay.caH: Posted on WordPress at keenan.wellar.caF-G: Shared with YouTube friends/subscribersC-D-E: Featured in stories on partner websitesA-B-C: Post-conference presentation buzz

For some,social media is understoodas a tool, a job, a skill, a choice…For me and others,social media is understood as themost profound confluence of humandiscourse the world has ever seen…When pursuing social change – whether it is a communitywhere people with disabilities belong, or another desiredsocial transformation – how leaders (both individuals andorganizations) choose to understand social media hasprofound consequences for themselves and the world.

Marketing? Me? No no no, I work for a charity!

Hello, my name is:LiveWorkPlay Marketing Budget!

Where it all started…

Top 30 20 in Canadian non-profit community? If only we’d been trying!(YouTube is more than kittens and hits to the groin)

My advice is learn all the tricks you can while you’re young!Being completely current on social media is a simple matter of the impossible, so reinvigorate your joy of discovery!

Is your organization engaged in marketing? How well is your organization positioned in the competitive world of social marketing? Do you have an integrated social media strategy? How can social media help improve the rest of your marketing and communications work? Are you concerned with outputs or outcomes? Social media is an opportunity to both enhance andchallenge your organization’s mission-oriented pursuits!“Master of the obvious” questions and statement…but…

Looking at how survey respondents use commercialsocial networks, the most popular role is:1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks.2) the second most popular role is for fundraising (45.9%).3) third program delivery (34.5%)4) fourth market research (24.3%)

It’s not like Keenan shaveshis head and wears black…

Seth Godin on leadership:Leadership is scarce because few people are willing to go throughthe discomfort required to lead. The scarcity makes leadershipvaluable. If everyone tries to lead all the time, not much happens.It’s discomfort that creates the leverage that makes leadershipworthwhile…if everyone could do it, they would, and it wouldn’tbe worth much.It’s uncomfortable to stand up in front of strangers.It’s uncomfortable to propose an idea that might fail.It’s uncomfortable to challenge the status quo.It’s uncomfortable to resist the urge to settle.When you identify the discomfort, you’ve found the place where aleader is needed. If you’re not uncomfortable in your work as a leader,it’s almost certain you’re not reaching your potential as a leader.

Some non-profits may fear that social media resistance is futile… Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…

To err is human!But we can adopt marketingStrategies that aren’t doomedto fail from the outset…

Do as we say, not as we do: social media engagement (non) strategy Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our pressreleases on Facebook, you should check those out and make a donation!

The conversationMonetizing social media is like might lead somewheremonetizing the conversation but it definitely didn’t you had while waiting start with an ask for your mocha java! for $20 before you’d start conversing!

Do your practices alienate young people?

Treating Facebook updates and Twitter tweets the same? You are losing out with one or both audiences. You are putting disregard for authenticity on public display.On Facebook, updates have a full day life span! On Twitter, 95% of re-tweets happen in the first hour!

Are you expecting a mob of supporters to magically appear? Charity begins at home – build your tribe!

The perfect social media storm… Not anact of God, an outcome of a marketing plan!

Looking at how survey respondents use commercialsocial networks, the most popular role is:1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks.2) the second most popular role is for fundraising (45.9%).3) third program delivery (34.5%)4) fourth market research (24.3%) Andrea and I are interested in training with a team of LiveWorkPlay members to participate in this fun event either by walking or jogging the 2K, 5K, 10K, or half marathon. Social Media “Loss Of Control” Can Be A Great Thing!

@keenanwellarContact information and slides (available next week): http://tiny.cc/marcom2011

MARCOM 2011 SOCIAL MEDIA FOR SOCIAL CHANGE

by Keenan Wellar at LiveWorkPlay.ca on Jun 01, 2011

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MARCOM 2011 SOCIAL MEDIA FOR SOCIAL CHANGE — Presentation Transcript