Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits Laura Lacy Web Consultant TerpSys llacy@terpsys.com www.twitter.com/LauraLacy www twitter com/LauraLacy www.linkedin.com/in/lauramlacy

About TerpSys • We Delight our Customers! • We Help You Use Technology to Achieve Your Mission • We Offer Networked and Web Based Solutions Including: • Website Design & Development g p • SharePoint Development • Interactive & Visual Design • Application Development • Branding • Search Engine / Usability Evaluations • Database Integration • End User Support / Network Services • Founded in 2000, Profitable Since Inception • 235+ Employees $20+ Million in Annual Revenues Employees, • “Great,” “Best,” “Most Philanthropic” in 2007

Internet Business Solutions Overview • Creative & Inspiring Web, Interactive Design and Application Development Solutions • Unique Combination of Technology, Design, and Usability Expertise • Over 100 Non-Profit, Federal and Commercial Clients • User- Centered Design Approach Focuses Your Web Site on Its Audience and Meeting Their Goals • Experienced with a Variety of Content Management Systems (CMS) and C tit d Constituent R l ti hi M t Relationship Management (CRM) T l t Tools

What is Social Media? Social Media 5/13/2009 4

Why should you care? • 86% of non-profits are currently engaged in social media (Nonprofit Social Network Survey Report, April 2009) • “Organizations like the National Wildlife Federation have seen an increase in website traffic, activity, participation, and giving because they’ve put a social media strategy in place.” (Steve MacLaughlin, Blackbaud) • Brand Management • Dominos • Motrin Moms Social Media 5/13/2009 5

Why should you care? Social Media 5/13/2009 6

Where do you start? 1. Listen 2. Research 3. Participate p 4. 4 Market Your Organization Social Media 5/13/2009 7

Step 1: Listen • Setup Google Alerts • Get an RSS reader • Monitor blogs on your topic ti • Search social bookmarking sites to see how people are tagging your content tt • Monitor Twitter Social Media 5/13/2009 8

Step 1: Listen • Setup Google Alerts - http://www.google.com/alerts Social Media 5/13/2009 9

Step 1: Listen • Get an RSS Reader • Google Reader g • iGoogle • Outlook • MyYahoo! Social Media 5/13/2009 10

Step 1: Listen • Search Technorati for blogs on your topic Social Media 5/13/2009 11

Step 1: Listen • Social Bookmarking Sites • Enable users to access content from any computer • Receive content suggestions from people in your network • Gives increased visibility to your website’s content • Most Popular • Delicious • Digg • Reddit • StumbleUpon Social Media 5/13/2009 12

Step 1: Listen • Search Del.icio.us to see how people are tagging your content Social Media 5/13/2009 13

Step 1: Listen • Search Digg to see what articles have been voted on Social Media 5/13/2009 14

Step 1: Listen • Monitor Twitter • Twitter Search • TweetBeep Social Media 5/13/2009 15

Step 2: Research Social Media 5/13/2009 16

Research your constituents http://www.forrester.com/Groundswell/profile_tool.html Social Media 5/13/2009 17

Step 3: Participate • Setup personal profiles on major social networking sites and begin to build a community • Facebook • MySpace • LinkedIn • Flickr • Comment on Blog posts • Rate videos on YouTube Social Marketing will only be effective if you have an engaged audience! Social Media 5/13/2009 18

Step 4: Market Your Organization • What are your goals? http://www.flickr.com/photos/12968938@N00/3026219304/ Social Media 5/13/2009 19

Step 4: Market Your Organization • Who should be tasked with social media? • Not just the interns • Marketing messages are controlled by higher level management, why shouldn't social media marketing? • 65% of nonprofits that participate in social media have allocated ¼ to ½ of a full-time staff person (Nonprofit Social Network Survey Report) • Three Models – Which one do you think is most sucessful? • Tire • Tower • Hub & Spoke Social Media 5/13/2009 20

Step 4: Market Your Organization • Social Media Widgets •Ti Twitter • Facebook • Niche Networks • Flickr • Blogs • YouTube Social Media 5/13/2009 21

Social Media Widgets Social Media 5/13/2009 22

Lifestreaming/Micromedia Social Media 5/13/2009 25

Twitter Social Media 5/13/2009 26

It’s Twitter Activity Time! It’ T itt A ti it Ti ! Social Media 5/13/2009 30

Facebook Social Media 5/13/2009 31

Facebook Facebook Users (Millions) by Age Group G 20 15 10 5 0 18-25 26-34 13-17 35-44 Social Media 5/13/2009 32

Facebook • Actively recruiting new supporters • Admin is regularly posting links and announcements to her feed e eed • Displaying a media board with announcements to keep content f h t t fresh Social Media 5/13/2009 33

Facebook Social Media 5/13/2009 34

Niche Networks Social Media 5/13/2009 35

Flickr Social Media 5/13/2009 38

Blogs Social Media 5/13/2009 41

Blogs • Require time and commitment – Should be updated at least once per week • Should be written in a more personal tone •B Benefits fit • Frequent updates to your site means more visibility in search engines • Promotes conversation • Helps users relate to the cause through personal stories Social Media 5/13/2009 42

Blogs Social Media 5/13/2009 43

YouTube Social Media 5/13/2009 44

YouTube Social Media 5/13/2009 45

Closing Thoughts • Have a goal • Understand that participating in Social Media takes time •B Become personally i ll involved - Th most l d The t effective results are linked to an individual and not an organization • Create valuable and interesting content often ft • Think beyond traditional audiences Social Media 5/13/2009 46

Thank you Contact Information: Laura Lacy, Web Consultant Lacy llacy@terpsys.com www.terpsys.com www.twitter.com/LauraLacy www.linkedin.com/in/lauramlacy Social Media 5/13/2009 47

Social Media Marketing for Nonprofits

by Laura Lacy on May 12, 2009

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 11

Statistics

Social Media Marketing for Nonprofits Presentation Transcript

http://www.slideshare.net	9
http://www.linkedin.com	2