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110514 ez0ne-ioftech-practical-social-media

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Using social networks for fundraising - a practical guide - The Institute of Fundraising Technology Groups' - Conference 2011 #IOFTECH …

Using social networks for fundraising - a practical guide - The Institute of Fundraising Technology Groups' - Conference 2011 #IOFTECH

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  • A lot being said about social network, but what’s the reality.
  • Example of a charity who is doing a great job. They have the benefit of having a very switched on Digital Marketing manager and team.
  • Charities should stand to gain the most from social networks as they have to build and motivate multiple communities. Social networks create the opportunity to cost effectively build and engage with these communities and potentially join them together.
  • This rule came out in 2006 and now is out of date – the rule is more 80/20%.User participation often more or less follows a 90-9-1 rule: 90% of users are lurkers (i.e., read or observe, but don't contribute). 9% of users contribute from time to time, but other priorities dominate their time. 1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs.
  • In chapter 2.3.4, the author reviewed the literature that classified WBSNs users according to their levels of participation. In the context of the non-profit market, Kanter (2010 pp. 68-69) proposes another WBSN ladder of engagement comprising of fives levels: “happy bystanders” who are primarily readers or listeners; “spreaders” who are willing to share information about a cause; “donors” who contribute financially; “evangelists” who encourage others to donate and fundraise; and “instigators” who create their own content and campaigns. The author points out that these levels of engagement are not only defined by actors roles and extent of participation, as with the other levels proffered by Kozinets (1999) and Li et al. (2007), but also by a further dimension, in the form of the participants altruistic inclinations and propensity to help others.
  • Transcript

    • 1. Social media practices that work
      Angus Fox
      Director
      @eZ0ne
      Follow us on
      Based upon an Oxford Brookes University
      research project with the charity sector, 2010.
    • 2. Topics
      Why Social Media?
      Know your audience
      The four ‘C’s
      Practical Tools you can use to explore, monitor, react and measure
      What doesn’t work?
      Questions to address
    • 3. Making Social Media Workfor Business
      Paul Fennemore
      paul.fennemore@ezone.co.uk
      0777 5823386
    • 4.
    • 5. Why Social Media?
      • 67% of Twitter users who become followers of a brand are more likely to buy that brand’s products
      • 6. 60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend
      • 7. 74% of consumers are influenced on buying decisions by fellow socialisers after soliciting input via social media
      Spend on social media marketing in the U.S.
      will grow annually at a 34% compound rate
      through 2014. By then, social media marketing
      will amount to a $3.1 billion industry, surpassing
      email marketing in terms of spending.
      Forrester 2009
      One in every 200 UK web visits on Monday were to Twitter.com, according to web measurement firm Experian Hitwise, as people tried to discover which celebrities had been granted gagging orders.
      @injunctionsuper
    • 8. Social Networking Works
      Some practices don’t work
      Other practices do work
    • 9. The past was about one to many and shouting the loudest
    • 10. Is your website a signpost in the desert or a busy intersection?
      16,000 views
      3661 Followers
      3395 Following
    • 11. So what are they doing well?
    • 12. Thinking differently
      Today is about many to many and building communities
      A smarter approach is required
      People don’t listen to pushed oubound marketing in the same way on social networks
      They look at you ifthey want to
    • 13. What works and what doesn’t
    • 14. Social Networks should be an ideal medium
      Fundraisers
      Benefactors
      Volunteers
      Donors
      Cause
      Related
      Marketing
      Trusts
      Lobbying
      & Awareness
    • 15. Building Communities
      Network Weaving
      Knowing your network
      • Mapping out the constellation – community mapping
      • 16. Identifying the links in the constellation
      • 17. Surveillance tools are needed
      Knitting your network
      • Linking disparate or disengaged individuals/groups
      • 18. Assume the role of network/hub leader
      • 19. Contribute
      • 20. Support
      • 21. Inform
      • 22. Respond
      • 23. Interactively engage
    • But how?
    • 24. Know your audience
    • 25. The Four ‘C’s of Social Media
      This rule came out in 2006 and our research showed more 80/20%.
      User participation often more or less follows a 90-9-1 rule:
      90% of users are
      9% of users contribute from time to time, but other priorities dominate their time.
      1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs.
    • 26. Know Your Audience
      Levels of User Participation
      General Social Network Users
      Inactives
      Spectators
      Joiners
      Collectors
      Critics
      Creators
      Consumer Levels of Participation
      Newbys or tourists
      Minglers
      Devotees
      Insiders
    • 27. Audience Levels of Participation
      in Non-Profit Sector
      Ladder of Engagement
      Happy bystanders – readers or listeners
      Spreaders – share information about a cause
      Donors – contribute financially
      Evangelists –encourage others to donate/fundraise
      Instigators – create own content and campaigns
      Source: Kanter, 2010. People to people fundraising
    • 28. The New Influencers = 20% of user communities
      • Opinion Leaders
      • 29. eInfluencers
      • 30. Market Mavens
      • 31. Community Evangelists
      Characteristics
      • Naturally nominated
      • 32. Frequency of posts
      • 33. Value of posts
      • 34. Authenticity/reliability of posts/trust
      • 35. Responsiveness
      Behaviours & preferences are now ‘self reported’
    • 36. Practical Tools you can use to explore, monitor, react and measure
    • 37. Social influence
      Klout
      Peerindex
      http://klout.com
      http://www.peerindex.net
    • 38. Track your market
    • 39. Mentionmap
    • 40. Engagement Timeline
      TwitterStreamGraphs
      Real uses for these things
      Deciding when to engage with a post, comment or tweet
      Understanding the terms and tags that get attention
      Working out who is relevant and what their connection is
      Experiment and be brave, this is all new, social gurus don’t know the answers
      Set your calendar to tweet things in the right place at the right time with www.twical.net
    • 41. www.twiCal.net
      Need a reminder to Tweet?
      Scheduled tweets from a calendar
      Free Service
      Please use it and let us know how to improve it
      Automatic Calendar Tweets
    • 42. Formulating
      your
      strategy
    • 43. Eight competencies of adoption
      Leadership
      Monitoring
      &
      managing
      Strategy
      Social Media
      Adoption &
      Strategy
      Content
      Integration
      Culture &
      governance
      Community
      building
      Resources
      &
      skills
    • 44. Questions to address
      Business/Marketing
      What are your business objectives, what are you hoping to achieve?
      e.g. retention, growth, geographical coverage, cost base, productivity,
      competitive advantage, brand image/awareness, search rankings, staffing, new sources of revenue .
      How do these objectives support and tie into your overall business objectives?
      How will your strategies integrate with and support other initiatives?
      How will you measure your performance, KPI’s?
      What are the risks and how do you mitigate them?
      Platforms/Communities
      What forms of social networks and media can you exploit and why?
      What communities/networks are your target audiences already hanging out in?
    • 45. Questions to address
      Audience Engagement
      Who are your target audiences and how do you categorise them?
      How do you get to be where your communtities are?
      How are you going to build online communities, followers, fans, subscribers etc?
      What role/s do you want visitors and communities to play?
      Operations
      Where does it sit in the organisation/who owns it?
      What resources (people, skills, funding) do you need?
      What is your content strategy?
      What technologies do you need?
      What controls (and culture) will work best for your business and how will you operate them? e.g. employee participation.
      How can we use social enterprise collaboration systems?
    • 46. Angus Fox
      angusf@multizone.co.uk
      Success
      Path
      Your
      Media
      Social
      To
      @eZ0ne
      Follow us on
    • 47. Social Media Revolution 2010 - 4.30 mins
      http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&playnext=1&list=PL1A8935BB7DCAE853