Arthritis Foundation 11.14.09

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Arthritis Foundation 11.14.09

  1. 1. Online Advocacy: The Holy Grail? <ul><li>Jocelyn Harmon </li></ul><ul><li>[email_address] </li></ul><ul><li>www.marketingfornonprofits.org </li></ul>
  2. 2. Back in the day…
  3. 3. Millions of people
  4. 4. And 100s of new tools
  5. 5. To connect, share information and change the world !
  6. 6. Q: But who do you pay attention to and how ?
  7. 8. A: It depends on you and your audiences.
  8. 9. Today’s agenda <ul><li>What is online advocacy? </li></ul><ul><li>So what and who cares? </li></ul><ul><li>Online doesn’t mean social. </li></ul><ul><li>How do you do it? </li></ul><ul><li>Tools you can use. </li></ul><ul><li>Communicating online. </li></ul><ul><li>Getting started. </li></ul><ul><li>Things to remember </li></ul>
  9. 10. What is online advocacy?
  10. 11. <ul><li>The active support of an idea or cause; especially the act of pleading or arguing for something – online. </li></ul>
  11. 12. For example
  12. 13. So what and who cares?
  13. 14. So what and who cares? <ul><li>It’s inexpensive. </li></ul><ul><li>It’s fast. </li></ul><ul><li>It’s global. </li></ul><ul><li>It can help you reach new and younger advocates. </li></ul><ul><li>It can enable your best advocates to advocate for you. </li></ul><ul><li>It’s measurable. </li></ul><ul><li>It’s where your audiences are! </li></ul>
  14. 15. Who’s online anyway? <ul><li>Less than $30,000/yr – 60% </li></ul><ul><li>$30,000 - $49,999 – 80% </li></ul><ul><li>$50,000 - $74,999 – 94% </li></ul><ul><li>$75,000 – 95% </li></ul><ul><li>Less than HS – 50% </li></ul><ul><li>High School – 69% </li></ul><ul><li>Some College – 88% </li></ul><ul><li>College + - 94% </li></ul><ul><li>Men - 81 </li></ul><ul><li>Women - 77 </li></ul><ul><li>White, Non-Hispanic – 79 </li></ul><ul><li>Black, Non-Hispanic – 67 </li></ul><ul><li>Hispanic (English-speaking) – 84 </li></ul><ul><li>18 – 29 – 92% </li></ul><ul><li>30 – 49 – 87% </li></ul><ul><li>50 – 64 – 79% </li></ul><ul><li>65+ - 42% </li></ul>
  15. 16. What are they doing? <ul><li>Send or read e-mail - 89% </li></ul><ul><li>Use a search engine to find information – 88% </li></ul><ul><li>Look for information online about a service or product you are thinking of buying* - 81% </li></ul><ul><li>Check the weather – 76% </li></ul><ul><li>Look for health/medical info~ - 75% </li></ul><ul><li>Buy a product - 75% </li></ul><ul><li>Get news – 72% </li></ul><ul><li>Go online just for fun or to pass the time – 72% </li></ul><ul><li>Watch a video on a video-sharing site like YouTube or Google Video – 62% </li></ul><ul><li>Read someone else’s online journal or blog^* - 32% </li></ul><ul><li>Rate a product, service or person using an online rating system – 31% </li></ul><ul><li>Share something online that you created yourself – 30% </li></ul><ul><li>Listen to a live or recorded radio broadcast online, such as a newscast, sporting event, or radio show – 29% </li></ul><ul><li>Categorize or tag online content like a photo, news story or blog post – 28% </li></ul><ul><li>Post comments to an online news group, website, blog or photo site – 26% </li></ul><ul><li>Chat in a chat room or in an online discussion – 22% </li></ul><ul><li>Make a donation to a charity online – 19% </li></ul><ul><li>Download a podcast so you can listen to it or view it later* - 19% </li></ul><ul><li>Use Twitter or other status-update service – 19% </li></ul>
  16. 17. Don’t forget about email and search <ul><li>Send or read e-mail - 89% </li></ul><ul><li>Use a search engine to find information – 88% </li></ul><ul><li>These are the top-ranked online activities. </li></ul><ul><li>Source: Pew Internet & American Life Project </li></ul>
  17. 18. Online doesn’t necessarily mean social
  18. 19. What Is Social Media? <ul><li>Social media are Internet-based tools to share information, learn and connect with others. But social media are SOCIAL i.e. they enable user-generated content and feedback. </li></ul><ul><li>Examples include, blogs, Facebook, MySpace, YouTube, Flickr and Twitter. </li></ul>
  19. 20. Different from mass media <ul><li>Mass media </li></ul><ul><li>FREE (sort of) </li></ul><ul><li>Easy to cut, paste and share </li></ul><ul><li>Social </li></ul><ul><li>More democratic </li></ul><ul><li>Social media </li></ul><ul><li>Expensive </li></ul><ul><li>Hard to distribute </li></ul><ul><li>One-way </li></ul><ul><li>Inaccessible to most </li></ul>
  20. 21. Social media is mainstream! <ul><li>75% of Internet users participate in some form of social media, up from 56 percent in 2007. </li></ul><ul><li>Source: Forrester </li></ul>
  21. 22. Social media is mainstream! <ul><li>46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005. Source: Pew Internet and American Life Project </li></ul><ul><li>SNS users have gone from being classic early adopters – male, highly educated, young to middle-aged, urban to every man and woman – with a continued skew towards youth, as diverse, if not more than the internet-using population. Source: Pew Internet and American Life Project </li></ul>
  22. 23. Holy cow! Look at the top 14 sites on the Internet <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>Yahoo </li></ul><ul><li>YouTube </li></ul><ul><li>Windows Live </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>Baidu </li></ul><ul><li>MSN </li></ul><ul><li>Yahoo </li></ul><ul><li>QQ.com </li></ul><ul><li>MySpace </li></ul><ul><li>Google India </li></ul><ul><li>Twitter </li></ul>Source: Alexa.com 11.12.09
  23. 24. What this means for you
  24. 25. How do you do it?
  25. 26. <ul><li>Strategy first. </li></ul><ul><li>Tools second. </li></ul>
  26. 27. Before diving in, do your homework.
  27. 28. Profile your audience <ul><li>Who are your stakeholders? </li></ul><ul><li>Where do they “live” online? </li></ul><ul><li>How do they interact with the social web? </li></ul><ul><li>Who are your key influencers? </li></ul><ul><li>How often do they visit our your website? </li></ul><ul><li>What do they do when they get there? </li></ul><ul><li>How else are you currently communicate with them? </li></ul>
  28. 29. Surveys, Social Technographics and Social Data Appends
  29. 30. Not all constituents are created equal. Who loves you baby?
  30. 31. Your Organization <ul><li>What’s your communications capacity? </li></ul><ul><li>Is communicating/doing advocacy in someone’s job description? </li></ul><ul><li>Do you have a marketing/communications plan and strategy? </li></ul><ul><li>What do you want our stakeholders to do – act, donate, share/spread news? </li></ul>
  31. 32. Your Organization <ul><li>Is your organization online? </li></ul><ul><li>Do you have a website? Is it updated regularly? </li></ul><ul><li>Do you have a newsletter? </li></ul><ul><li>Do you have an email newsletter? </li></ul><ul><li>How often do you sent it out? </li></ul><ul><li>How does your organization handle the adoption of new technology? </li></ul>
  32. 33. Tools you can use
  33. 34. <ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Petition sites </li></ul><ul><li>Blogs </li></ul><ul><li>RSS </li></ul><ul><li>Video </li></ul><ul><li>Twitter </li></ul><ul><li>Social networking sites </li></ul>
  34. 35. Websites <ul><li>Your website should still be the hub of all your communication activities. </li></ul><ul><li>Make it easy for people engage with you and keep your content fresh . </li></ul><ul><li>However, also make it easy for them to repurpose your content. </li></ul><ul><li>Remember, you have 1 minute to WOW ! </li></ul>
  35. 36. Example
  36. 37. Example
  37. 38. Email <ul><li>Your email list is one of your most valuable assets. </li></ul><ul><li>Keep it clean and build it. </li></ul><ul><li>Buy a commercial email services platform. Do not use Outlook for blast emails. </li></ul><ul><li>Put an email sign up on every page of your website. </li></ul>
  38. 39. Obama for America <ul><li>It's interesting to note that the 20 social networking sites and the campaign's own online community (MyBo), which powered OFA did not yield a high return on investment in terms of fundraising. </li></ul><ul><li>&quot;From a fundraising perspective, external social networks are not a good use of time. No one has ever really cracked that code.&quot; - Stephen Geer, Director of Email and Online Fundraising, Obama for America </li></ul><ul><li>Instead, &quot; The real drivers were old school. They were email. And they were web .&quot; - David Plouffe, Campaign Manager, Obama for America </li></ul>
  39. 40. Example
  40. 41. Petition sites <ul><li>Sites like Care2 and Change.org can help you grow your list and find more people who are favorable to your cause. </li></ul>
  41. 42. Example
  42. 43. Example
  43. 44. Blogs – Use them to <ul><li>Put a real face on your organization. </li></ul><ul><li>Enable you to communicate quickly </li></ul><ul><li>Get found in Search . </li></ul><ul><li>Build, organize and share content – educate. </li></ul><ul><li>Control the discourse . </li></ul><ul><li>Get PR . </li></ul>
  44. 45. Example
  45. 46. Example
  46. 47. Video – Use it to <ul><li>Show vs. tell your story </li></ul><ul><li>Remember: YouTube is </li></ul><ul><li>the 4 th most trafficked site </li></ul><ul><li>On the Net! </li></ul>
  47. 48. Twitter – Use it to <ul><li>See who is talking about your issue right now . </li></ul><ul><li>Respond and connect. </li></ul><ul><li>Enable people to follow an event, issue or conversation in real time via hash tags. </li></ul><ul><li>Use your twitter feed to drive traffic to your website, blog, petitions. </li></ul>
  48. 49. Example
  49. 50. Social Networking Sites – Use them to <ul><li>Build an audience, i.e. find new stakeholders. </li></ul><ul><li>Increase brand awareness. </li></ul><ul><li>Ask your supporters to support you. </li></ul><ul><li>A caveat: Unless you have their email addresses your fans don’t really belong to you. </li></ul>
  50. 51. Example
  51. 52. More on social networks…borrow vs. build.
  52. 53. Don’t forget to syndicate your content. <ul><li>“ If you don’t like the news…go out and make some of your own.” </li></ul><ul><li>- Wes “Scoop” Nisker </li></ul>
  53. 54. Example
  54. 55. Getting started
  55. 56. Getting Started <ul><li>Clean up your website ! </li></ul><ul><li>Get your email marketing going ! </li></ul><ul><li>Set up Google Alert and start listening to what people are already saying about you online. </li></ul><ul><li>Do a Google blog search on key terms. Search Technorati and Alltop to find the influential bloggers in your industry. </li></ul><ul><li>Follow other nonprofits on Twitter to see what they are talking about. </li></ul>
  56. 57. Getting Started <ul><li>Start a personal Facebook page so you can get a feel for the medium. </li></ul><ul><li>Follow other nonprofits on Twitter to see what they are talking about. </li></ul><ul><li>Start a personal Facebook page so you can get a feel for the medium. </li></ul>
  57. 58. Learn from the best <ul><li>http://www.epolitics.com/onlinepolitics101.pdf </li></ul><ul><li>www.moveon.org </li></ul><ul><li>http://afine2.wordpress.com/ </li></ul><ul><li>http://www.nten.org/ </li></ul><ul><li>http://www.netsquared.org/ </li></ul><ul><li>http://sethgodin.typepad.com/ </li></ul><ul><li>http://www.frogloop.com/ </li></ul>
  58. 59. Connect with me! <ul><li>Jocelyn Harmon </li></ul><ul><li>[email_address] </li></ul><ul><li>www.marketingfornonprofits.org </li></ul><ul><li>http://twitter.com/jocelynharmon </li></ul>

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