2. The Social Media Revolution (2)
Video by Erik Qualman:
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
3. Social Media Strategy Objectives
monitor customer sentiment
build a following
extend existing relationships
establish expertise
build brand recognition
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4. Social Media Impact
Across the Organization:
human resources
legal
donor and customer relations /retention
support
research and development
partner relations
marketing
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5. Social Media Tools
Commercial social networks
Microblogging using
House social networks
Business oriented networking
vLogging using tools
Blogs
Forums
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6. Nonprofits participate in social
media to:
Listen and learn from constituents, donors and
industry experts
Connect and interact with constituents, donors,
board members, partners
Promote expertise through content creation
Build a following through social communities
Distinguish offerings and value
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7. Non-Profit Social Network Statistics
•90% had commercial networks (Facebook,
Twitter) – less than 2 years
•22% had house networks – less than 2 years
•92% used for traditional marketing: Brand,
website
•39% raised funds
•Barriers to entry: Expertise, budget
Data source: Nonprofitsocialnetworksurvey.com, 1,173 nonprofits surveyed
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2010
8. Social Media Strategy
Monitoring - Listen and learn
Gap analysis / market need- Identify
opportunities to use social media
marketing
Content strategy – Develop a social
media strategy to take advantage of
these opportunities
Monitor and refine -- what’s working?
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9. Social Media Tactics
Organizational social media tactics may include
constituent and competitor monitoring
brand positioning and awareness
employee guidelines, education & training
content creation and distribution
fundraising campaigns
donor relations
service development
internal community development & support
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10. Social Media Guidelines
Empower employees, volunteer and
board members to become
ambassadors of your brand
Incorporate guidelines into your
existing media policy
Serves as a legal, HR and PR tool
Complies with industry regulations
Give guidance and support on using
social media tools
Provide basis for monitoring
program
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11. Efficient Content Distribution
Substantive Content
Expert opinions & advice
Audio & video interviews
Announcements & case studies
FAQs and Answers
Channels
Industry blogs Online versions of print pubs Industry community sites
Corporate Blog
Automatic
Feeds
Employees and Stakeholders Company Twitter, Facebook &
Facebook & LinkedIn profiles LinkedIn pages
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12. ROI of Social Media
ROI depends on what you are trying to
achieve.
Results can be measured in visitor traffic,
conversions, community participation levels.
Programs need built in measurable triggers
Some things, like brand awareness, are not
measurable
Test and refine programs to deliver
measurable results
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13. Our Approach to Strategy
Education and benchmarking
Understand the organizational goals and
objectives
Conduct competitive research
Monitor online activity
Gain validation for findings from client
Develop programs to meet organizational goals
Measure, monitor and refine programs
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14. Client Profile:
Set up community site to bridge transition
from old organization to new one, keeping
members informed, creating online dialogue
within support groups
Set up Facebook page to promote
programs
Online auction for fundraising
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15. Client Profile:
Developed social media guidelines for 250
dealers worldwide
Monitored industry for company, competitor
and subject matter buzz
Developed strategy that included corporate
blogging, dealer training and support,
Delivered keynote at annual meeting (2/9/10)
Delivered training to dealers at annual
meeting
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16. Client
Profile:
Developed 2009-10 social media strategy that
includes:
Developed social media guidelines
Optimized corporate blog and Facebook page,
trained staff in content development
Designed train-the-trainer program to train 2000
sales associates on how to use social media to sell
real estate
Delivered training webinars, in person training,
and support
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17. Commenting on Wall Street Journal
articles drives traffic to blog
Blogging about industry books draws
comments from authors, other experts in
the industry
Posts on LinkedIn and Facebook draw
interest from prospects and competitors
Tweets on media trends build thought
leadership and create brand awareness
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18. Contact:
cweber@webermediapartners.com
508-303-3604
impressionsthroughmedia.com
webermediapartners.com
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