Social Media For Non Profits

Door County Non-Profit Association Social Media & Social The MarketingSavant Group Networking for Non-Profits www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Dana VanDen Heuvel www.marketingsavant.com The MarketingSavant Group 888.989.7771

About : Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nation's first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Dana's blog at www.marketingsavant.com. The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business- to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. www.marketingsavant.com The MarketingSavant Group 888.989.7771

After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/dcnpg www.marketingsavant.com The MarketingSavant Group 888.989.7771

Presentation Outline • Fundamentals – Social Media: What Is It? – Social Media Strategies & Channels for NPO www.marketingsavant.com The MarketingSavant Group 888.989.7771

What is Social Media? SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES,VIDEOS AND AUDIO. http://www.wikipedia.org www.marketingsavant.com The MarketingSavant Group 888.989.7771

More Simply Put: “Social Media is people having conversations online.” www.marketingsavant.com The MarketingSavant Group 888.989.7771

What are they doing online? www.marketingsavant.com The MarketingSavant Group 888.989.7771

If You’re Online…You’re In Social Media Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com The MarketingSavant Group 888.989.7771

Social Media is About ROI! • The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study) www.marketingsavant.com The MarketingSavant Group 888.989.7771

But…It Can Be…“Complicated”

It Can Also Be Distracting… • Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts www.marketingsavant.com The MarketingSavant Group 888.989.7771

www.marketingsavant.com The MarketingSavant Group 888.989.7771

Social Media Is Just a Set of Tools…  Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  Local Search (…just to name a few) www.marketingsavant.com The MarketingSavant Group 888.989.7771

Your Mission: http://nonprofit.about.com/od/marketing/tp/writing101.htm www.marketingsavant.com The MarketingSavant Group 888.989.7771

What is the goal? • Seth Godin has talked about raving fans. For non-profit organizations and charities, I think a better word is believers, advocates, your “Tribe” or whatever… • Your tribe can be workers, contributors, donors, volunteers, board members and beneficiaries of your services. • The goal? Build a bigger tribe and base of believers www.marketingsavant.com The MarketingSavant Group 888.989.7771

Overview of working parts • Website • Blog • Job/Volunteer Site • Facebook Tools • Microblogging Tools • Monitoring Tools • Communities www.marketingsavant.com The MarketingSavant Group 888.989.7771

Your Website • Your “home base” • Sets the tone, authority and mission – needs to be “perfect” www.marketingsavant.com The MarketingSavant Group 888.989.7771

Everything should have at least two homes (if not more) • The first, where it originated, the second the overall home, which is your website/blog • Network tools should connect believers and tell the world where to find your information www.marketingsavant.com The MarketingSavant Group 888.989.7771

Get Blogging (Transparency) • You “almost need a blog” • Dynamic vs. static content • Audiences ‘connect’ with blogs • Metaphor for: – Transparent communication – Authenticity – Responsibility – Reputation • “Connectable platform” (Wordpress, Typepad) www.marketingsavant.com The MarketingSavant Group 888.989.7771

Why Blogs? • Those who use blogs and social networking sites as an outlet for civic engagement are far more active in traditional realms of political and nonpolitical participation than are other internet users. In addition, they are even more active than those who do not use the internet at all. (PEW Internet – 9/09) www.marketingsavant.com The MarketingSavant Group 888.989.7771

Even if you have great website, consider a blog site. Remember, content and conversation are paramount. The best non-profits connect supporters to their website, blog and to other relevant social medias sites where your audience hangs out. www.marketingsavant.com The MarketingSavant Group 888.989.7771

Job Volunteer Site • Even if the budget is small, it never hurts to try to find great people. • Because of our current economic situation, more people are willing to build portfolios through volunteer work. • Many free options for this type of site. • Another way to create believers www.marketingsavant.com The MarketingSavant Group 888.989.7771

Communities • A community is NOT always a necessary part of a social media strategy. • For NPs, it usually is. • If your NP is local, it definitely is. • Services to try: Ning, KickApps, HiveLive, CrowdVine, CollectiveX, Me.com www.marketingsavant.com The MarketingSavant Group 888.989.7771

Facebook • Events • Fan Pages • Groups • Personal Pages of Believers • Paid Advertisements • Causes www.marketingsavant.com The MarketingSavant Group 888.989.7771

Facebook Ads • Quick Targeting – Age – Education – Location – Gender… • Start/Pause/Stop • CPC Basis • Export Reports www.marketingsavant.com The MarketingSavant Group 888.989.7771

Facebook Causes • Start a Cause • Raise $$ • Show Fundraising Momentum • In order to accept donations through Causes, a nonprofit must be a 501(c)3 that is also registered with GuideStar • Payments through Network for Good www.marketingsavant.com The MarketingSavant Group 888.989.7771

Microblogging (Twitter) • Easy, free access to distribution of your marketing tools • Requires little “buy-in” from believers or potential believers • Another way for your tribe to share your message • Search allows you to connect with your tribe • Easy to cross-reference more “in-depth” tools • To try: Twitter, FriendFeed, Seesmic www.marketingsavant.com The MarketingSavant Group 888.989.7771

Microblogging Links: 26 Charities and Non-Profits on Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771

Driving Conversations • American Cancer Society • “More Birthdays” www.marketingsavant.com The MarketingSavant Group 888.989.7771

Social Media Listening • What are people saying about your organization? • Your competitors? • Your tribe? • Your peers? • Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts www.marketingsavant.com The MarketingSavant Group 888.989.7771

Listen to the Conversation • Be transparent. Be open and honest in all communication. • Be ethical. Live by the WOMMA Practical Ethics Toolkit • Be relevant. Share information and perspectives that are valuable to the online community • Personalize and be personable. • Address negative discussion head-on. • Court evangelists & advocates. Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand. www.marketingsavant.com The MarketingSavant Group 888.989.7771

Free Scratch the Surface www.marketingsavant.com The MarketingSavant Group 888.989.7771

Comcast provides support via Twitter www.marketingsavant.com The MarketingSavant Group 888.989.7771

Using Video Easy, free way for people to really “get involved” from afar. Services to try: vimeo, viddler, 12second.tv, ustream.com, and mogulus. Stream from your computer or invest in a small flip camera. www.marketingsavant.com The MarketingSavant Group 888.989.7771

Share Things Like Photos… …and Videos www.marketingsavant.com The MarketingSavant Group 888.989.7771

Podcasts & Vodcasts • More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text www.marketingsavant.com The MarketingSavant Group 888.989.7771

Where are all the pretty pictures? • Don’t forget to represent your events, your believers, your workers with pictures. • This is way more important than most people realize. • Stock is stupid. I want to see your FACE. • To Try: Flickr, Photobucket, Picasa, Facebook, Twitpic www.marketingsavant.com The MarketingSavant Group 888.989.7771

Social Media Overkill? www.marketingsavant.com The MarketingSavant Group 888.989.7771

Feature: Friendfeed • Consolidate • Simplify • Track • Comment www.marketingsavant.com The MarketingSavant Group 888.989.7771

Case Studies www.marketingsavant.com The MarketingSavant Group 888.989.7771

Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page Goodwill uses social media to increase sales of its high-end merchandise www.marketingsavant.com The MarketingSavant Group 888.989.7771

Goodwill of Greater Washington 3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop www.marketingsavant.com The MarketingSavant Group 888.989.7771

A Few Good Stats http://dcgoodwillfashions.blogspot.com/ • Over 11,500 unique visitors to the virtual fashion show 9/12 launch • Over 42,000 page views • 16% of fashion show visitors have been converted into online Goodwill shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill shoppers • Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275% www.marketingsavant.com The MarketingSavant Group 888.989.7771

Alzheimer Society/ Twitter • Feature: Use of Twitter for Awareness. A Million Tweets to Remember Campaign www.marketingsavant.com The MarketingSavant Group 888.989.7771

Brooklyn Museum/ Integration • Feature: The Brooklyn Museum TV and Radio Magazines Integrated Social Media Campaigns Direct Online Mail Advertising www.marketingsavant.com The MarketingSavant Group 888.989.7771

Define the Plan • Outline Organization Objectives • Define The Audience • Choose Social Channels • Integrate Into Current Program • Tie Into Metrics • Implement the Plan www.marketingsavant.com The MarketingSavant Group 888.989.7771

Understand Your Organization Social Media is a NOT a universal answer! www.marketingsavant.com The MarketingSavant Group 888.989.7771

Take Lessons from Leading Brands • Deputize people throughout the organization • Understand each channel’s unique engagement • Find champions • Centralize coordination • Be in it for the long haul • Pick channels carefully • Fish where the fish are • Support engagement as an extension of company culture • Encourage employees to use social media to get work done • Make social media part of the job • Modularize and Synchronize across channels (activity streams) www.marketingsavant.com The MarketingSavant Group 888.989.7771

For Tomorrow • Draft your social media policy • Identify your internal constituents: – Identify one opportunity based on listening and address it. • Implement One Idea – Choose one social channel and implement one idea. Integrate it into your current communications program and measure it. www.marketingsavant.com The MarketingSavant Group 888.989.7771

After-Event Slides & Resources • The slides and resource links are available electronically after the event: www.marketingsavant.com/dcnpg www.marketingsavant.com The MarketingSavant Group 888.989.7771

Door County Non-Profit Association Social Media & Social The MarketingSavant Group Networking for Non-Profits www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.com The MarketingSavant Group 888.989.7771

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Social Media For Non Profits

by Dana VanDen Heuvel

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