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Raleigh Workshop: Selling Social Media 2 15 09


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Raleigh/Non-Profit Workshop. Presentation by Stephanie Skordas, RLF Communications

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Raleigh Workshop: Selling Social Media 2 15 09

  1. 1. Selling Social Media to Your Board and Staff February 19, 2009 © RLF Communications
  2. 2. Integrate your plan <ul><li>Social media is one more channel, not a separate strategy </li></ul><ul><li>Mesh with your organization’s: </li></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Outreach </li></ul></ul>© RLF Communications
  3. 3. Know your target audience(s) <ul><li>Who is your target? </li></ul><ul><li>Are they using social media already? </li></ul><ul><li>How do you find out where they are? </li></ul>© RLF Communications
  4. 4. Dazzle your board with stats <ul><li>Facebook 15 million active global users </li></ul><ul><li>Twitter 3 million+/day (March 2008) </li></ul><ul><li>YouTube 84+ million active users </li></ul>© RLF Communications
  5. 5. Show your board how it works <ul><li>2 million staying in touch on inauguration day. </li></ul><ul><li>CNN carried live coverage of Facebook updates from these users. </li></ul>© RLF Communications
  6. 6. Use it for listening and learning <ul><li>Who’s talking about you? </li></ul><ul><li>Why do you need to know? </li></ul><ul><li>How do you listen? </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Bloglines </li></ul></ul>© RLF Communications
  7. 7. Use it for listening and learning <ul><li>What should you listen for? </li></ul><ul><ul><li>Organization name </li></ul></ul><ul><ul><li>CEO/Executive Director </li></ul></ul><ul><ul><li>Program/service names </li></ul></ul><ul><ul><li>URL </li></ul></ul><ul><ul><li>Your tagline </li></ul></ul><ul><ul><li>Other nonprofits in your space </li></ul></ul><ul><ul><li>Prominent figures in your field </li></ul></ul>© RLF Communications
  8. 8. Build relationships <ul><li>Facebook Group pages </li></ul><ul><ul><li>Public or private </li></ul></ul><ul><ul><li>Bulk messages to inboxes </li></ul></ul><ul><ul><li>Best for hosting a quick discussion or cause/event. </li></ul></ul>© RLF Communications
  9. 9. Build relationships <ul><li>Facebook Fan Pages </li></ul><ul><li>Indexed by search engines </li></ul><ul><li>Long-term relationships </li></ul><ul><li>Traffic monitoring </li></ul>© RLF Communications
  10. 10. Build relationships <ul><li>Brooklyn Museum </li></ul><ul><ul><li>Allowed community to create an exhibit </li></ul></ul><ul><ul><li>3,000 people </li></ul></ul><ul><ul><li>400,000 votes </li></ul></ul><ul><ul><li>Collection is now online too </li></ul></ul>© RLF Communications
  11. 11. Improve relationships <ul><li>My Starbucks Idea </li></ul><ul><li>@Comcast on Twitter </li></ul>© RLF Communications
  12. 12. Increase awareness <ul><li>Obama: 2 Million </li></ul><ul><li>McCain 600,000 </li></ul><ul><li>@barackobama 112,000 </li></ul><ul><li>@johnmccain2008 4,600 </li></ul><ul><li>Obama YouTube 18M visits </li></ul><ul><li>McCain YouTube 2 M </li></ul>© RLF Communications
  13. 13. Drive Traffic <ul><li>Debt Diva went from 28 to 1500+ followers in one month </li></ul><ul><li>Twitter giveaway for holidays </li></ul><ul><li>Drive traffic to website </li></ul><ul><li>Launch conversations </li></ul>© RLF Communications
  14. 14. Take Action <ul><li>Fundraising </li></ul><ul><li>Event attendance </li></ul>© RLF Communications
  15. 15. Take Action © RLF Communications
  16. 16. Use what’s there or DIY <ul><li>Incorporate existing social media sites into your organization’s outreach </li></ul><ul><li>Start your own social network ( ) </li></ul>© RLF Communications
  17. 17. Some ideas <ul><li>Social networking: Facebook/MySpace </li></ul><ul><li>Donor research: LinkedIn </li></ul><ul><li>Quick updates to members: Blog </li></ul><ul><li>Even quicker updates: Twitter/Microblog </li></ul>© RLF Communications
  18. 18. Resources <ul><li>Beth Kanter @kanter </li></ul><ul><ul><li> </li></ul></ul><ul><li>Jeremiah Owyang @jowyang </li></ul><ul><ul><li> </li></ul></ul><ul><li>Chris Brogan @chrisbrogan </li></ul><ul><ul><li> </li></ul></ul>© RLF Communications
  19. 19. Resources <ul><li>Universal McCann Power to the People: Social Media Tracker </li></ul><ul><ul><li> </li></ul></ul>© RLF Communications