Social Media for Nonprofits V2 UPDATED

Social Media forNonprofits: Listening, Setting Goals, Storytelling Eric Melin @Spiral16 July 24, 2012

Spiral16 OverviewSpiral16 provides a robust software platform withcustomized services for Internet tracking, analysis, andreporting.Spiral16 gives companies the key insights they need from theweb and social media to make smarter decisions and gain acompetitive edge.

Nonprofit Opportunity• Online fundraising continues togrow with 73% of organizationsraising more in 2011 than 2010• Online giving continues to growfastest for small organizations• Advocacy continues to play akey role in online engagement- 2012 Convio Online Marketing Nonprofit Benchmark Index™ Study

- 2012 eNonprofitBenchmarks Study, M+Rand NTEN

- 2012 eNonprofitBenchmarks Study,M+R and NTEN

Start With What You Know You’ve identified your organization’s goals already.Nonprofit goals Social media program Success Now think about how you canachieve those goals through a social media program.

3 Things to Remember

Social Media is a Component Use it to support your existing organizational strategy.• Create a structure for your program based on theunique needs of your nonprofit.• Build it from the ground up.• The more customized, the better.• Social media does not support every goal effectively.

Social Media Isn’t Free. It takes valuable time.You need human resources for:PlanningContent creationMonitoringMeasurementAnalysisCreative insight…and more.

Tools Are Not Strategies• Twitter• Facebook Being active on• Blogs these platforms is• Forums only important if• YouTube using them helps• Foursquare/Gowalla you reach your goal.• Image-based sites• Pinterest• LinkedIn

Where Do You Start?

The First Step is Listening• Monitor mentions of your organization, common abbreviations• Look for mentions of your events• Monitor keywords around your cause or issue• Find mentions of your executives• Identify how far your other campaigns’ reach is• Learn from language, strategies of similar nonprofits

Insights From Listening• Where are people talking about you and what are they saying? Identify advocates.• Is there a community built up around your events? Should you create one?• Who’s talking about your cause? Can you forge a partnership?• What is the sentiment surrounding your CEO?• Where have you or others’ similar campaigns succeeded/failed?

Data Drives the StrategyListening allows you to identify opportunities.Knowing the online space will inform how you build every facet of your social media program.

examples to start with

Practical Applications for Social Media - Blackbaud , Social Media Learning Series: Marketing Communication

Research Community Around Your Issue/TopicUsing keywords that relateto the issue and NOT theorganization, the client couldsee where to prioritizeengagement.

Research Your Digital FootprintUsing organization-related keywords, theclient was able tocompare the volume ofthe issue vs. theorganization itself.They found that onlineforums contained tonsof discussion.

Prioritize EngagementBlogs made up 46% of onlineactivity. The challenge for anyorganization regarding blogengagement is TIME.It’s important to figure out whichblogs merit the effort and time ofthe team. While every blogger isimportant and every voicecounts, some voices are morepowerful than others.

RecommendationsOne recommendation for this nonprofit was to monitor forumactivity closely for both brand management and issue research.Another was to engage influential forum users and start a nichecommunity.Since their events were so popular, another suggestion was toutilize a simple mobile video app around events and start anevent-branded YouTube channel.

6 Steps To An Effective Social Media Program1. Identify organizational goals.2. Align goals with social media program.3. Establish benchmarks.4. Set realistic targets.5. Measure KPIs to determine success.6. Look at results, find ways to improve.

Social Media Case StudySpiral16 collected and analyzed relevant Livestrong webresults for 18 months.Livestrong makes a compelling case study on how tosuccessfully engage people online for its cause.This study looked at Team Livestrong—the communityoutreach arm of the charity—and two key fundraisingevents, the Livestrong Challenge Series and the Ridefor the Roses Weekend.

Social Media Profiles Are Authentic and PersonalEvery member of the Livestrong organization is a passionateuser of social media communicating the organization’s message.CEO Doug Ulman is a cancer survivor with over a million Twitterfollowers. Ulman doesn’t just broadcast the Livestrong message—he engages everyday with the Livestrong community, setting the bar for social media use and engagement for the organization.

Referrals Come Mostly From TwitterMore than 60% of Livestrong’s inbound website traffic comesfrom social media.Twitter is the #1 tool to communicate with the community, withreferrals three times higher than those from Facebook.

Main site is mostinfluential, with multiple branded channels spreading content, being linked to, and being used as sources of

Clear Content and Sharing Strategy Six of the Top 10 most influential web pages are from the official Livestrong organization, while the remaining four were created by passionate Livestrong fans.

Community of Advocates Drive Web ContentSupporters are in charge of the message online—not the newsmedia.

Advocates Help Sentiment Remain PositiveDespite accusations of drug use, Lance Armstrong stayed in thespotlight, keeping to his schedule of charity events, bike rides,speeches and endorsements.In the midst of aninvestigation,Armstrong stayed inthe public eye,constantly updating hisnearly three millionTwitter followers, andappearing at all of hischarity events.

Events Help Sentiment Remain PositiveHaving a steady stream of easily shareable events …and online assets supporting these events helps increasegoodwill

Sharing, Storytelling Connects Emotionally The Facebook landing tab inspires storytelling. Facebook wall has become an online community for cancer survivors to share their candid experiences.

Stories Convey Passion

Stories AreInspirationalStories ConnectPeople to Your CauseStories Raise MoreMoney and MoreAwareness

Telling a Story With PicturesMay/June 2012Site AssessmentTrip toGuatemala

Challenge: Explaining What We Do What works better? This:AboutOur PASSION is to make a difference! Engineers Without Borders-USA: Sunflower State Professionals is a non-profit humanitarianorganization of Kansas professionals established to supportcommunity-driven development programs worldwide.MissionEWB-USA supports community-driven development programsworldwide by collaborating with local partners to design andimplement sustainable engineering projects, while creatingtransformative experiences and responsible leaders.

Or This:

Reach = # of people who have seen postEngaged Users = # of people who have clicked on postTalking About This = # of people who shared, liked, commentedVirality = % of people who have created a story from postLate April/Early May Daily Averages:Reach: 78Engaged Users: 3.7Talking About This: 1.8Virality: 3.1%

Human Interest w/ Captions

Tapping Into Curiosity

How Culture is Different

Daily Averages for Guatemala Photo Album:Reach: 355 (+277 people)Engaged Users: 116 (+112.3 people)Talking About This: 26 (+24.2 people)Virality: 7.2% (+4.1%)Photos introduce then reinforce the message of the group and… humanize both the organization and the Ch’orti’ Maya.

Before & After Photo Album Stats700600 Matasano photo album begins500 Daily People Talking About This400 Daily Page Engaged Users300 Daily Total Reach200 Daily Viral Reach100 0 5/2/12 5/7/12 6/1/12 6/6/12 4/22/12 4/27/12 5/12/12 5/17/12 5/22/12 5/27/12 6/11/12

steps to tell great stories

1. Connect the string of facts to find the story.2. Push beyond the facts. Tell a simpletruth of your organization and/orhumanity. Get creative.3. Think of the difference you make as a movie—with a beginning, middle and end.4. What is catalytic? What brings people together? - Dan Portnoy, The Non-Profit Narrative

Effective Storytelling “The Force” Volkswagen commercial

1. Facts: Passat demo – nice house, family, children of the 70s. Benefit: remote start.2. Push beyond the facts: Passat makespeople feel good about themselves, cancreate special moments with your family.3. Beginning: Kid with imagination. Middle:Kid struggles to feed imagination. End: Kidsucceeds and is stunned!4. Truth about being human: Imaginationrewarded: Moments like this bring peoplecloser together.

Social Media Case StudyStorytelling & Call to ActionThe Goal: The Hurdle: A two-stepWin the contest registration process & single-to open for vote limit.

Social Media Case Study Storytelling & Call to ActionGoal: Get more online votes than the other four bands.Strategy: Mobilize friends and family to spread the word onFacebook/TwitterAssets: Links to our music, blogs on my site, band siteProblems: Voters have to register as a FoxFanatic first andconfirm through their email. Then they could only vote once.Not easy to explain, too many steps, not easy-to-shareinstructions.Bottom Line: We needed to tell a story that would resonateenough to make strangers want to register, vote, and share.

1. Facts: The Dead Girls are big KISS fans and would make an excellent opener.2. Push beyond the facts: They are allhuge KISS fans, have been since theywere kids. Help make a dream come true.3. Beginning: 7-year-old kid dresses up asKISS. Middle: KISS inspires him to playmusic, which he does for almost 20 years.End: Give the story a happy ending.4. Truth about being human: As cheesy asit sounds, you can make a dream cometrue.

Visuals Make the Story Eden Prairie, MN at Granny’s HouseWe had yet to hear KISSmusic, but I knew themfrom the KISS cards I hadgotten at the grocerystore.So we lip-synced andmimed our "instruments"to the only 45 record Ihad--Glen Campbells"Rhinestone Cowboy."

Tapped Into Nostalgia and Basic Human EmotionsWe knew the SpaceAce, Catman, andDemon, but no onewanted to be Paul Stanleycuz he only had a star onhis face and we didntknow his name (It wasStarchild!).Our cousin Julie had totake his role, it wasdecided, and we calledhis character"Poopyman."

Put a Face on the Campaign(Or a Blank Slate Anyone Could Identify With)Placemats fordrums, crayons for sticks,Lite Brite logo:Ready to rock!

The Result? Dreams Do Come True /

Thank you from Let us know how we can help! Eric Melin @Spiral16 @SceneStealrEric

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Social Media for Nonprofits V2 UPDATED

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Social Media for Nonprofits V2 UPDATED Presentation Transcript