PHP 2 8 2011 Social Good Social NetworkingPresentation Transcript
PHP MARKETING/PR REVIEW 2/8/2011 Presented by Robin Frank
Messaging and Positioning
Building Bright Futures for Children with Special Needs
New Elevator Pitch
Parents Helping Parents is a parent-directed non-profit resource center offering educational programs, health related services, and support networks for children and adults with special needs. PHP empowers families to become effective advocates and helps both children and adults with special needs reach their full potential and find their valuable place in society
Rollout thru PHP - done
Rollout thru collateral?
Top Benefits – what are the top 3?
Parent to parent contact /support, relevant information
High quality trainings, peers to ease the sense of isolation,
One stop shop for a wide variety of resources
Language and cultural competency/sensitivity,
Parents who “get it” who have “been there”,
Programs for parents, sibs, grandparents, the entire family,
Understanding and support at all levels of contact, drop-in center in a welcoming warm environment, care and attention through the lifespan
Continuous operation in Silicon Valley 35 years,
Staff are knowledgeable and most are parents themselves, we have experience in the trenches,
Hope for the future seeing other parents who are doing well
Specific information as well as practical support, expert trainings and quality resources
PR Strategy: Overall Goals
Gain awareness in greater SF Bay Area
Educate potential donors about the challenges that families of children/adults with special needs face and how exactly these families are helped by the services PHP provides
Communicate values/mission of PHP, and differentiate PHP from other/similar organizations
Increase attendance at events
Press releases – regular schedule – free
pr.com, prweb.com, prleap,com (social media release), etc.
Outreach - Media target list
Create program of outreach, and tracking spreadsheet
Newsletter signup – in all outreach, on homepage
Social Media Tuneup
Fact sheet – done
Mgmt/Board Bios – done
Messaging and Elevator Pitch – done
Review FAQ - done
Elevator Pitch for 3 divisions Itech - Janet, Education - Jane, Family Services – Trudy will send – add supporting points
Article pitches - 4 ideas
Top 5 ways PHP can help you – Joan?
Myths about parenting a child with special needs – Trudy
How to help a family with a special needs child – Joan?
iTech low cost/no cost – Top 10 Freebies for kids ?
Its their life – topics on life with disabilities – publications and
United Way – completed but no release yet
Which one next?
Itech Center – partnerships
New board members (mary ellen/carol)
Awards – Joanne
SC county Pscyh - is this an award?
Tips for working with PHP – writeup?
You have a diagnosis or suspicion of diagnosis
Come to a support group meeting
Call or email and we will contact you by the next business day
Attend a training - click here for lists -need this link
Come to the library – online or in person – before you buy books
Become a member
Make a donation
Customer anecdotes/stories – who should I work with on this?
“ I have long felt that there was some county or state or non-profit help for my son, but it was “over there”, on the other side of a wall, and we just didn’t know how to scale the wall or unlock the door. Parents Helping Parents was the key. Your guidance and support have helped us immeasurably. What an asset to Santa Clara County and the Bay Area!”
Action: gather more of these
Stories – we have them
Training session photo
Articles - To be included to outreach of local professional orgs
Joanna – 800 words
CCS – Trudy
Yahoo’s accessibility blog
Press section of website
In the news
Target Media List
Create target list
Local and national editors and publications that cover special needs - professionals, and families
Local and national editors that cover families
Create a program of regular outreach to local parent groups (Mothers' Clubs, Dads' Clubs, & Parent Support Groups Santa Clara County) and local parent publications (dandelion, etc.)
Develop pitches, schedule, and tracking mechanisms
Create awards list
Develop abstracts for select awards opportunities.
PR Strategy: Local Professionals
Develop outreach and information materials available for local professionals that work with PHP children and families, hospitals
Includes pediatricians, speech therapists, occupational therapists, physical therapists, social workers, special education advocates and attorneys, direct service providers for children and adults with disabilities, teachers and other education professionals and paraprofessionals
Define collateral pieces
Create short articles that might be included in professional newsletters or other materials/websites, etc.
PR Strategy: Community Events
Develop target list
High school sport events: The West Bay Athletic League; Santa Clara Youth Soccer League and Santa Clara Sporting Club; Local Baseball Leagues for youth within San Jose area
Community events: Wee Me Arts Day for Young Children & Their Families; Take Flight for Kids
World and national days
International Day of People with Disability on December 3rd; World Autism Awareness Day on April 2 nd
Highlight the top services/programs in outreach (and website)
Joanna: IEP trainings (Eng, Span, Viet) Sharing the Journey Workshop, Support groups for a wide range of disability/language/geographic; Parent 2 Parent peer counseling & direction, Integrated Playgroup, Sibling program, Parent /Prof. Collaboration workshops, LD Simulation, Assistive Technology Consultation& Training, Intimacy & relationship training for young people with DD.
Nancy: Family support services from expert peers, support and information groups focusing on a specific condition, culture or other demographic, training on special education rights and educational advocacy, CIRCLES social skills training for youth with developmental disabilities and autism, Sharing the Journey series to educate and support families with a new diagnosis, iTECH assistive technology demonstration and information center, special needs lending library
Social Media examples and ideas
Fundrazr: Created by Individuals
Create a FundRazr with your story, picture, video, and style.
Share on Facebook, Twitter, and email. Wherever they see your FundRazr, your friends can donate instantly and help you spread the word.
FundRazr has partnered with PayPal to provide easy and safe payments by credit card, debit, and PayPal account.
From every FundRazr payment, PayPal deducts their standard fee of 2.9% plus $0.30 USD and the FundRazr fee of $0.30 USD.
How FundRazr works
Using Social Media for Fundraising
Five successful examples of brands/charities using social media to not only engage donors but also to make transactions
Free the Children
Get a sponsor and ask them to donate $1 for every LIKE
Free the Children is an organization that helps empower children in North America to improve the lives of children elsewhere, hosts an annual event called We Day.
The event brings together youth in Toronto, Vancouver and Montreal for a day of motivational speeches and performances.
This year, sponsors like The Keg Spirit Foundation, CTV, and Me to We agreed to donate $1 for every “Like” that the We Day Facebook Page received.
Tyson Hunger Relief and Monterey County Food Bank
Tyson Hunger Relief, which regularly makes donations to food banks around the country, added a Facebook twist to its food donation to the Monterey County Food Bank this September.
For every new “Like” Tyson donated 100 pounds of food. Monterey County Food added about 900 new members who will potentially become further engaged in the organization’s activities.
Stand up to Cancer Telethon Facebook Credits
The Entertainment Industry Foundation’s second national Stand Up To Cancer telethon accepted Facebook credits as donations this year.
Facebook users simply visited the SU2C Facebook Page, which hosted a live stream of the pre-show and broadcast event, in order to place their donations.
They could then share their donations through wall posts, spreading the word about the charity.Facebook helped promote the cause on its Facebook Page and the Facebook credits page, and although SU2C doesn’t reveal how much it collected on the page, it did receive 150,000 new “Likes” during the campaign.
Timberland Earthkeepers Virtual Forest App
Creating Virtual Forests with Timberland’s Earthkeeper app helps plant real trees. The original version, which launched in 2008, helped plant 1 million total trees in China, Haiti and Nepal.
A new version that launched in October teams up with Trees for the Future and the Yéle Haiti Foundation to focus on planting trees in Haiti.
For each set amount of virtual trees planted, Timberland commits to planting a certain amount of real trees. For every five virtual trees planted, for example, Timberland commits to planting one real tree. After a user has planted 25 total virtual trees, another two real trees are planted. Users can plant trees in either their own forests or in their friends’ forests. In the new app’s first month, users’ tree planting has committed Timberland to planting about 3,000 new trees in Haiti.
Kohls Cares for Kids Facebook Contest
To celebrate the 10th anniversary of its philanthropic program Kohl’s Cares, Kohl’s department stores decided to let Facebook users decide where to spend a donation to education. The company gave away $500,000 to each of the 20 schools that solicited the most votes on the company’s Facebook Page. Facebook fans could vote up to 20 times, but no more than five times for one school.
Voters were also encouraged to leave ideas for what the schools could do with the money, and every school needed at least one idea contribution in order to be eligible for the contest. The campaign ended on September 3. More than 2 million people submitted more than 12 million votes. Although Kohl’s had committed to the same donation amount regardless of participation, the Facebook component successfully spread the word and earned the company 1.6 million new Facebook fans in six weeks.
@EdgeShaveZone: Twitter + random acts of Kindness
Most people use Twitter to rave or complain about a product they use every day - the #soirritating campaign builds on on that!
“ We picked Twitter because we noticed that a truth about Twitter was that people were always talking about how irritated they were about things, and we have a product that matched that truth, which was anti-irritation, so that was a good place for us,” says Katie Facada, the copywriter who composes tweets for @EdgeShaveZone.
Edge’s Anti-Irritation Campaign – 2 people seek, respond and relieve irritation – and they have given out everything from iPads and computers to dancing panda YouTube videos in their efforts to “solve irritation.”
One woman tweeted that she had voices in her head that were speaking in Spanish — Edge responded with the gift of a Spanish/English dictionary.
Results: 1500 followers, 6800 hashtag uses and media buzz
Endorse for a cause: Online shopping + Social Giving
Endorse for a Cause
Turns online shopping into a fundraiser for the cause of your choice.
How it works
Visit one of Endorse for a Cause’s online retailer partners
Send a tweet or Facebook update with an endorsement of brands or products that you like. You decide exactly what to say in the message, though starter tweets that begin with phrases like “I’m a fan of…”, “Shopping for…”, and “Help me help…” are provided.
When your friends click on your endorsements and make purchases, Endorse for a Cause receives a portion of the money and allocates about 70% to your cause.
You can track how much money you’ve raised and earn badges for participation.
Right now there are only about 10 cause choices, and they are primarily large charities like the American Cancer Society and the Humane Society. You can, however, vote to add a cause if yours isn’t yet included.
Rec.fm: Recommendation + Social Giving
Create a “Rec” for a product you love by telling Rec.fm exactly what you like about it.
The site will generate a short URL that you can share on your Facebook or Twitter profile.
When your friends click on it, they are taken to a Rec.fm site with more details on the product.
If they choose to buy the product, Rec.fm receives a payment from the retailer and more than 50% is passed on to the charity of your choice.
You can also add a tab to your Facebook profile that shows your friends all of your “Recs” in one place.
Sixdegrees.org/Network for Good
Lets people create charity endorsement widgets called “fundraising badges.”
These badges can be placed on their social networking profiles, blogs and websites.
People who visit their sites can donate to the endorsed charity via the widget.
Causes – a Facebook app that allows individuals to raise money and start their own funds that are tied to a non-profit.
Because of great integration into Facebook, it makes getting the word out and raising awareness and funds for your cause that much simpler.
Challenges: not great email capture, other apps allow for lower fees and more donation capabilities
Causes can process donations to any registered 501(c)(3) in the United States.
Causes: Tutorials, Advice, Features
Causes – Birthdays and Holidays
Going through Valentine’s Day, you can ask your supporters to give you a $10 donation with each purchase of flowers or chocolates through participating national and international retailers.
Donate your birthday and raise funds for the charity of your choice. You'll get to spend your special day making a difference.
Causes gift card - Give a card to the special people in your life. They choose from over one million nonprofits at Causes.com.
Birthday Wish Page
Static FBML is the most important App on Facebook to master.
Allows you to add new boxes to your page that can include text, links, and images
Need a basic working knowledge of HTML
Allows you to create fancy Facebook Tabs, such as “Get Involved!”
Need access and working knowledge of Dreamweaver and Photoshop.
Allows you to add a “Donate Now” button to your page and an e-mail newsletter sign up box, mobile sign up box, and Web 2.0 icons.
Email Signup/Other Social Sites
Tabs: New Visitors/Get Involved
Donate Now Button – Facebook (and web, email signature, newsletter)
Other Great Apps
Social marketing platform with many apps
Free to install and if you want to later upgrade they do offer nonprofit and multi-account discounts.
Add Twitter and YouTube Apps to your page and then create tabs.
Add polls, Flickr, badges, virtual gifts, contests, promotions, and many more
Networked Blogs or Social RSS
Pulls in your blog – updates daily
Native – which means it is already installed on your page.
Basically it allows you to attach a link to a Status Update. This is where the vast majority of ROI [Return on Investment] comes from on Facebook
You can link videos, your website, your Twitter profile, other websites, blogs, videos, and songs, as well as content on your Facebook page, like profiles, photos, notes, groups, and events.
Anything you post then shows up on your Page and in the News Feed of your fans.
Facebook Pages vs Groups
Over the past couple years the Facebook Pages and Groups products have moved closer together, forcing marketers to ask themselves: which one should they use? My belief is that the best strategy for PHP is a Fan Page. You can have interactions on your fan page, and so much more.
Fan pages are visible to unregistered people and are thus indexed -- way better for SEO!
Fan Pages are better for LONG TERM relationships with your fans/readers/supporters/users of your services; groups are better for a quick, active discussion
In addition to being able to publish to fans’ streams, Facebook Pages also have the ability to target stream posts based on location in language.
One of the most significant differentiators between Facebook groups and Pages is the ability for Pages to include applications. The point is that custom applications provide you with infinite customization opportunities.
One of the greatest values of Facebook Pages is a feature called “ Page insights “. Page Insights provide administrators with information about the demographic break down of their fan base as well as engagement information. Whether it’s the number of people viewing media (photos and videos) on your Facebook Page or the number of likes and comments, Page Insights provides administrators with a lot of detail about user interactions.
Groups are for members of groups to connect, share and even collaborate on a given topic or idea and have a cap at 500 members.
On a Page you can organize the photos you add into albums, and create an almost unlimited number of albums. In a group you can add photos, but you ca not create albums, so all of the photos are dumped into one large area, with the most recent ones at the top of the pile.
Groups do not publish updates into the stream. Posts from group admins show up from a personal Facebook account and not the Group itself.
Beth Kanter – www.bethkanter.org
One of the leading blogs in marketing, social media, and non profits
See her preso – we can review this together:
How Networked Nonprofits Use Facebook Effectively
The Ladder of Love: Growing Facebook Fans
Nonprofit Technology Conference
DC March 17 -19; 2010 April in SF
Can register to attend it online (no travel)
Create a proposal for Sheri
Interested in working with Firespring?
Recommend Constant Contact for email
Use them for Website strategy
Website – Goals (as part of your PR Strategy)
Convey a successful image through its website especially to people and the media who are not familiar with PHP
Allow visitors to learn about PHP quickly – what PHP is, its services, events, and how they can get involved with PHP
Establish easy to navigate home page that directs visitors to information they are looking for effortlessly or to specific visitor profile pages (i.e. donors, corporations, volunteers, families)
Parents – learn about PHP and services, events, resources
individual donors and corporations – learn about services, success, history, and donating
Volunteers – learn more about the organization
Make it seamless to donate to PHP through website
Support and integrate PR strategy
Media Kit on website
Articles, awards, programs, events, news
Review: Website Challenges/Strategy
PHP website is not visible to Google and other search engines
Incorporate meta-tags to improve visibility
Investigate Google grants for Adwords
Blog, social media?
There are several other organizations called “Parents Helping Parents”
Review: Website Challenges/Strategy
Difficult to know what PHP really is through the home page and even after traversing other pages – not easy to find mission, values, and vision
Integrate new mission statement and elevator pitch to home page, and “Who We Are” section
Domain name - investigate changing to .org – adds credibility
Create robust Stories and History pages – these are important indicators of an organization’s success for corporations, donors, and other visitors – and can convey/support PHP value offered (the hope for the future, parents who have been there, one stop shop, navigation help, gaining back control, so many types of support, etc.)
Stories page to display some of organization’s success stories and videos (PHP videos on YouTube are really great for this page and Mission/Vision page)
Quotes can go on home page as well as Stories page
History page can clearly outline the organization’s long serving history and all the successes along the way.
Review: Website Challenges/Strategy
Website is targeted mainly to families of children with special needs – and is not friendly to other visitors (potential donors, volunteers, and corporations) who are not familiar with PHP in general
Use home page to engage visitors who are not familiar with PHP and potential donors or volunteers who may want to contribute to the cause.
Join Us Page
Donate Link – integrate same look and feel as the site, fix broken links, communicate privacy of information shared
PHP offers many wonderful services – they can be better categorized to help visitors learn about PHP easily
Families and Community Services
Review: Website Challenges/Strategy
News section - announce any information that is targeted for not only PHP parents, but anyone who is visiting the website such as seminars, events, awards.
Upcoming events can be targeted for PHP families and will mainly remind them of any upcoming events in the near future – show 3-4 events on homepage
Who We Are
Mission and Vision, Our History, Stories, Board of Trustees, Staff, Contact Us
Education, Families and Community Services, Health Services