• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • This was a great presentation to an often-ignored sector. Extremely user-friendly for the novice yet moves beyond the tactics and how-to's and focusses on the much more important issues of strategy, engagement and evaluation. Outstanding presentation!
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
596
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
20
Comments
1
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Philanthropy Midwest Social Media Marketing November 18, 2009
  • 2. Barkley Cause Branding
  • 3. What Is Social Media Marketing? 3
  • 4. Conversations that build relationships between organizations and stakeholders. 4
  • 5. 5
  • 6. Blogs Message Boards Microblogs CONTENT & CONVERSATION Photos Mass MEDIA SOCIAL Niche Videos SHARING NETWORKS Podcasts Corporate 6
  • 7. Is Social Media Right for My Organization? 7
  • 8. University of Mass. Survey • 89 percent of nonprofits are using some form of social media • 57 percent use blogs • Non-profits lead for profit businesses in adopting social media technologies Source: Herald News, 06/2009 8
  • 9. 9
  • 10. charity:water 10
  • 11. WorldVision – Night of Nets 11
  • 12. Nature Conservancy 12
  • 13. Is it Working? Survey of 256 mid-sized non-profits Source: Social Networking and Mid-Size Non-Profits: What’s the Use? Nov. 2009 13
  • 14. Is it Working? Survey of 256 mid-sized non-profits Source: Social Networking and Mid-Size Non-Profits: What’s the Use? Nov. 2009 14
  • 15. Will it Work for You? • Are you prepared to invest the time? • Will you listen and engage in conversation? • Are you comfortable with transparency and authenticity? • Can you commit for the long term? • Do you know why you’re doing it? 15
  • 16. Barkley Social Media Principles 16
  • 17. #1: Them Not Us The best advertising is not us talking about us. It’s other people talking about us. Make conversations about the consumer first. 17
  • 18. 18
  • 19. #2: Be Where The Consumers Are Know where your target consumers congregate and converse. Contribute to those communities and conversations. 19
  • 20. 20
  • 21. Groundswell 21
  • 22. Donors 30-49 Prefer Community Oriented Content Community Content Traditional Social Media 45% social networks 15% blogs 23% review sites 13% podcasts 21% message boards 4% video 19% online forums 17% wikis Source: livingston communications 22
  • 23. Donors 30-49 Desire Certain Types of Conversations • Whether or not a nonprofit is successfully making an impact (75 percent) • Learning about organizations that are actively working on issues and causes I care about (62 percent) • Success stories and updates on the progress of nonprofits I support (54 percent) • Information/updates on the issues and causes I care about (54 percent) • Financial accountability and governance of nonprofits I support (51 percent) Source: livingston communications 23
  • 24. #3: Show Signs of Life Integrate and promote social content throughout your digital presence. Think beyond the badge. 24
  • 25. 25
  • 26. #4: Action Trumps Eyeballs Aim for engagement, not just traffic. Design for action and interaction. Think hearts and minds, not just eyeballs. 26
  • 27. 27
  • 28. 4 Step Social Media Strategy 28
  • 29. LISTEN & LEARN PLAN ENGAGE EVALUATE 29
  • 30. Step 1: Listen & Learn • Discover: Find conversations currently taking place about your company and category • Quantitative analysis • Qualitative analysis 30
  • 31. VIDEO Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe BLOGS & BOARDS Boardreader, Google alerts, Live, Technorati, Icerocket TWITTER Twemes, Tweetscan, Dittes, Telewebber, Terraminds DIY SERVICES 31
  • 32. 32
  • 33. Step 2: Plan • Social media policy • Monitoring plan • Response plan • Engagement plan 33
  • 34. 34
  • 35. Monitoring Plan 35
  • 36. Response Plan *Source: Forrester Research, Groundswell, 2008 36
  • 37. Engagement Plan Business SM SM Strategy Description Function Strategy Research Listening Ongoing monitoring of consumers’ conversations with each other Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, or outbound communications to your customers Fundraising Energizing Making it possible for your enthusiastic customers to help sell each other Service Supporting Company-provided support of enabling your customers to support each other Development Embracing Helping your customers work with you and/or each other to come up with ideas to improve your products and services *Source: Forrester Research, Groundswell, 2008 37
  • 38. Talking 38
  • 39. 39
  • 40. 40
  • 41. Energizing 41
  • 42. 3-Day Ambassadors • Objective: Engage evangelists -- walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations • Strategy: • Social media extension of a media relations idea • Ask them to help • Give them content to share 42
  • 43. Fundraising push 43
  • 44. Authority: 38 Rank: 88,000 “I asked 25 people to make donations of $12.20 to get me to the $1000 mark. This is what happened on Twitter after that.” 44
  • 45. March of Dimes Moms • Objective: Engage the growing number of moms online and position the March of Dimes as a resource for women • Strategy: Approach women bloggers; ask them to donate a post per month 45
  • 46. Outreach Transparency Connect quickly Other MOD Moms Suggest, don’t demand Be human 46
  • 47. “Last week I became a March of Dimes Mom... I am so honored to be able to give back to the community that did SO much for Mike and me when we were dealing with Madeline’s gestation and hospitalization. Once a month I’ll be blogging about the issues that Mike, Madeline, and I deal with due to prematurity. You know…pretty much like I already do!” 47
  • 48. 48
  • 49. Encourage disclosure “In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge [http://www.blogwithintegrity.com] we encourage the bloggers we work with to fully disclose that the products they are reviewing and/or giving away were provided to them at no charge by XXXXX.” 49
  • 50. Supporting 50
  • 51. 51
  • 52. 52
  • 53. Embracing 53
  • 54. 54
  • 55. 55
  • 56. 56
  • 57. Step 4: Evaluation “We are after hearts and minds instead of eyeballs.” Thomas Hoehn Kodak 57
  • 58. Some Resources • Beth’s Blog http://beth.typepad.com/ • Frogloop http://www.frogloop.com • Have Fun. Do Good. http://havefundogood.blogspot.com/ • Social Ch@nge http://www.netfornonprofits.org • Spare Change http://www.social-marketing.com/blog/ 58
  • 59. Mark Logan mlogan@barkleyus.com @mlogan on Twitter www.linkedin.com/in/marklogan www.slideshare.net/marklogan 59
  • 60. Thank You