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Special OlympicsBe a fan<br />Social Networking: A Client’s Perspective<br />Prepared for 4th Annual Education Leadership ...
Welcome!<br /><ul><li>    Special Olympics intro to social media
    How we met New Media Strategies
    What we were looking to do
    Cost investment
    Return on investment
    Ongoing relationship
    Lessons learned
    Q&A</li></ul>Our categories for today are…<br />
Into a Brave New World<br />In 2008 we re-launched www.specialolympics.org complete with an online community<br />Does thi...
  Get a profile everywhere!
  Just have that marketing guy do this</li></ul>All your job responsibilities before the world went social<br />
Hi, How May We Help You?<br />The NMS Strategy<br /><ul><li>Make a pledge on http://www.r-word.org/
Tweet with the hashtag#rword:“I pledged to end the use of the r-word today – can you? http://www.r-word.org/ #rword.”
Join the End the R-Word Facebook Event and Cause Page
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Working with a Social Media agency - A non-profit client's perspective

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In October 2010 I co-presented with New Media Strategies at a Non-Profit seminar. Our session was about the Not-Profit client perspective on working with a social media agency.

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Transcript of "Working with a Social Media agency - A non-profit client's perspective"

  1. 1. Special OlympicsBe a fan<br />Social Networking: A Client’s Perspective<br />Prepared for 4th Annual Education Leadership Summit<br />October 14, 2010<br />
  2. 2. Welcome!<br /><ul><li> Special Olympics intro to social media
  3. 3. How we met New Media Strategies
  4. 4. What we were looking to do
  5. 5. Cost investment
  6. 6. Return on investment
  7. 7. Ongoing relationship
  8. 8. Lessons learned
  9. 9. Q&A</li></ul>Our categories for today are…<br />
  10. 10. Into a Brave New World<br />In 2008 we re-launched www.specialolympics.org complete with an online community<br />Does this sound familiar?<br /><ul><li> Community and Social Media are the same
  11. 11. Get a profile everywhere!
  12. 12. Just have that marketing guy do this</li></ul>All your job responsibilities before the world went social<br />
  13. 13. Hi, How May We Help You?<br />The NMS Strategy<br /><ul><li>Make a pledge on http://www.r-word.org/
  14. 14. Tweet with the hashtag#rword:“I pledged to end the use of the r-word today – can you? http://www.r-word.org/ #rword.”
  15. 15. Join the End the R-Word Facebook Event and Cause Page
  16. 16. Donate your Facebook Status on 3.31: “I’ve pledged to end the R-word at http://r-word.org”
  17. 17. Update your personal Facebook picture with this image.
  18. 18. Participate in an hour-long Tweetchat about the use of the r-word
  19. 19. Watch the videos, rate & favorite: http://www.youtube.com/EndtheRword</li></ul>“I bowled a 129. … It’s like – it was like Special Olympics, or something.” <br />- President Obama<br />March 19<br />The infamous Jay Leno Show gaffe.<br />March 31<br />First National Day of Awareness for R-word Campaign.<br />
  20. 20. Our Strategy<br />Three stages<br />Stage One<br />Leverage the spotlight on Special Olympics thanks to President Obama’s comment to generate conversation and debate about prevailing attitudes and misperceptions of people with intellectual disabilities. This included highlighting the public debate of language reflecting attitude and private higher level asks to the White House. Publicly we were able to equate a dismissive attitude toward our athletes’ abilities with the casual use of the word ‘retard’ which set up our call to action to take the pledge at www.r-word.org on the first national day of awareness, 3.31.09.<br />Stage Two<br />Rinse, wash and repeat. We focused on tracking, reporting, and highlighting all the R-word pledges, blogs posts, online conversations and grassroots action taken on and around the 3.31.09 day of awareness. We also thanked as many supporters as we could which helped to reinforce all the activity that had been taken.<br />Stage Three<br />This is where we began to turn the conversation about the R-word campaign into a broader message about, and an entry point into, Special Olympics. Now that you’ve pledged, here are five things you can do – volunteer locally, hold a youth rally, invite someone with ID to sit at lunch with you in school, coach, play a Unified sport.<br />
  21. 21. Show them the money!<br />Why can’t we do this in-house?<br />Benefits of Partnering with Agency<br /><ul><li> Army of online brand ambassadors
  22. 22. Rolodex of influencers
  23. 23. Tracking tools
  24. 24. In-depth reports
  25. 25. Staff time
  26. 26. They’ll promote their work with you</li></ul>Structured the justification to meet goals of a department with available budget<br />Secured a budget for 3.31.09 campaign of $75,000<br />
  27. 27. At the End of the Day<br />3.31.09<br /><ul><li> 3.8 Million Impressions
  28. 28. 55,000 Facebook users
  29. 29. 10,000+ Pledges
  30. 30. 100+ Blog Posts
  31. 31. 1,200 Tweets
  32. 32. 16,000 Video Views </li></ul>Results<br /><ul><li> Impressions, Referrals, Pledges, New Supporters
  33. 33. Monthly Brand Perception Reports
  34. 34. Executive Summaries
  35. 35. Detailed Breakdowns of Online</li></ul>Conversations and Audience<br /><ul><li> Intangibles</li></li></ul><li>Proof is in the Numbers<br />How do you know NMS was making a difference?<br />
  36. 36. The Ongoing Relationship<br />Touch Points<br />Staff and field training<br />Upcoming initiatives<br />Potential funding<br />
  37. 37. Lessons Learned<br /><ul><li> There is no substitute for time spent in this space, be it staff, consultants or agency of record, you just can’t substitute for the value of total immersion.
  38. 38. Influence the influencers – internally and externally
  39. 39. Pick your battles for arguing to go in-house or out-of-house
  40. 40. You are the organizational expert – own it.
  41. 41. Listen, borrow, copy and craft from others – but don’t be afraid to knock over some sand castles.
  42. 42. Still learning how to keep up with the new fun things to keep Special Olympics updated and relevant</li></li></ul><li>Where did that come from?<br />www.specialolympics.org/EKSDay<br />No. 2 Act.ly petition all-time, accounted for majority of “EKS Acts”<br />
  43. 43. Mirror, mirror on the wall…<br />The lingering after effects<br /><ul><li> Significant spike in follower numbers and traffic referrals around NMS work.
  44. 44. Success breeds more success - creating opportunities for dedicated funding and initiatives
  45. 45. Sharpened skills and by extension the effectiveness of our online brand presence
  46. 46. Raised Special Olympics profile among non-profit peers</li></li></ul><li>Ask and you shall receive…<br />QUESTIONS?<br />
  47. 47. Contact Ryan<br />Ryan Eades<br />Manager, Online Brand Communications<br />Special Olympics International<br />Phone: 202-824-0292<br />Email: reades@specialolympics.org<br />Twitter: @ryan2499<br />Skype:ryan2499<br />Linkedin: www.linkedin.com/in/ryaneades<br />
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