The first step to engaging in marketing is figuring out what you’d like to achieve. Raise Money Build recognition Gain signatures for a petition Generate buzz Without established goals then it’s difficult to decide where you should start and which social media sites you should target.
After you have listened for some time I would recommend doing research on your average user. Forrester did an excellent study of the types of participation in social media and they came up with the Social Technographics Ladder that is pictured on this slide.
The vertical white line in critics and inactives shows the average for all demographics in this country. In this example females aged 35-44 are more likely to be critics and inactives then the average from the US.
Technorati is a search engine that is dedicated entirely to blogs. Monitoring this site is important to find trends in the blogosphere that pertain to your cause. Notice the RSS icon in the top right corner of the screen? Once you have a search that you’d like to monitor you can click on that icon to get updates. Does anyone here already maintain a blog? Have you claimed your blog on Technorati? Doing that allows you to provide additional descriptive text about the blog to make it easier to find.
What is RSS? RSS is an easy way to get information from many different sources without going out to multiple websites to access it? As we go through the rest of these slides you’ll notice the orange RSS icon. If you see that icon on a website that means that an RSS feed is available to you. Take advantage of these feeds because it will make the act of listening much easier if you have all of your information in one location.
There is a line that we all have to be aware of with social media and that is what is personal vs. what is professional. For me, I have decided that Facebook is purely a personal space and that Linkedin is where I have my professional presence. Social networking is all about going viral. You need to have an established network to listen to what you’re doing and then spread it to their networks. Dip your toe in and experience these sites for yourself, I bet you’ll be surprised by the old connections that you make.
Break down the different parts of this twitter page. What is the background vs. the actual “tweets”. Highlight that they’ve include a bio about the org, but that they’ve also included additional contact methods in their background. NWF is doing several things: Increasing awareness Soliciting donations
Difference between a page and a group Positives of pages – Can get stats on visitors, can include different widgets such as RSS feeds. Facebook Apps -
Care2 is a niche social network that currently has over 12 million members. There are a few things that you can use Care2 for. Purchasing lists – They will work with you on a marketing campaign. This costs money though depending on the amount of responses you would like. Create a petition for free on their site.
Another niche network where you can start a cause and also create petitions.
What is more compelling? A corporate press release about how a house was constructed or a volunteers story about how building the house affected them personally?
Counsel on Legal Education Opportunity allows their students to blog about their experiences at their programs. This isn’t just a blog that is produced by the organization so the stories are very personal and can help future students gain a real understanding of what they will experience. The Breast Cancer 3 Day also allows users to host their own blog posts within their site.
YouTube is the #2 search engine online. Only Google receives more daily searches than YouTube. Uploading videos to YouTube is going to make them more accessible than having them only on your website. Google will also rank YouTube videos higher than pages of your website because it is considered more of an authority. Create a channel for your organization to be able to have a branded YouTube page. That’s not really necessary though, you can just create an account and upload your videos to it.
Advocacy Tools to Help You Achieve Results Laura Lacy Web Consultant TerpSys [email_address] www.terpsys.com www.linkedin.com/in/lauramlacy
The response rate for call-in advocacy text messages (text messages urging a supporter to make a call to a decision-maker on behalf of the organization) was 4.7% –nearly 6 times the 2009 benchmark response rate of 0.82% for call-in advocacy emails. – 2010 Nonprofit Text Messaging Benchmarks Study