Social Marketing Fundraising

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Fundraising and social marketing. A presentation about fundraising through social marketing tools and social media optimization.

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Social Marketing Fundraising

  1. 1. The Art of Social Media Optimization:! Strategy and Metrics!
  2. 2. Impressions, Impressions
  3. 3. New Generation of Donors “Younger donors expect engagement that makes them feel seen, heard and involved.” – Katya Andresen, Robin Hood Marketing “Social-media tools mean a substantial change in the reach of any organization, and the speed at which you can achieve that reach.” -Robin Mansell, London School of Economics
  4. 4. What are Social Media? The tools we use to socialize with each other. What is Social Marketing? Crafting a message, worthy of sharing and inspiring action. What is Social Media Optimization? Maximizing your message using analytics and the human barometer.
  5. 5. The only way to succeed “Do not interrupt what people are interested in; be what people are interested in.” >> Source: Avenue A Razorfish, 2008 Digital Outlook Report
  6. 6. Where is the party? Hint: Unless you’re iTunes, Amazon or CNN – the party is NOT at your house.
  7. 7. What can you bring to the party? •  Content (videos, photos, stories) •  Experience (expertise, wisdom) •  Event tickets, gifts
  8. 8. Case Study: Fiesta Movement
  9. 9. Social Media in Action
  10. 10. The numbers 100 agents. 100 Ford Fiestas. 6 months. •  6.2 million YouTube views •  750,000 Flickr views •  4 million Twitter impressions •  Fiesta Movement 2 •  6,000 reserved in advance of sales
  11. 11. Your Message Building a social media strategy
  12. 12. Your new social circle Live Website or Blog • Content • User capture • Analytics
  13. 13. Social Message Pyramid Freq/Day 1 Main CTA 3 What: News Who: Cause Why: Educational 6 News-related Who-related Why-related
  14. 14. What’s under there?! Social Media Metrics
  15. 15. True measure of success •  Not necessarily by instant stats or views. •  Success comes in the longevity of your campaign. •  Is it built to last?
  16. 16. Long-Term Commitment Social media fuels SEO: •  Links •  Fresh content •  Traffic SEO fuels social media: •  New visitors = new followers/friends
  17. 17. Total Social Visits: 50,328
  18. 18. Search Traffic Total: 163,902
  19. 19. Rule of Thumb • Be consistent. • Be relevant. • Be constant. • Learn something new every day.
  20. 20. Sway Social Media Workshop April 22 -23, 2010 •  Personalized instruction •  Facebook, Twitter set-up •  Blog starter tips SwayWorkshop.com (limited to 10 per event)

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