Non Profit Marketing and Social Media


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how and why non profits should market and use social media

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  • RoadRunner
  • So who is out there listening?What kind of message should we be sending?What kinds of things should we post and where?If you take home one thing from this presentation…. we hope it is…. YOU ARE NOT YOUR AUDIENCE!!!!
  • Why do we market?The Market is continually changing: 1/3rd of Americans in the 20’s move each year, the average American moves 11 times in a lifetime People forget quickly: everyday Americans are bombarded with approximately 4,700 advertisements, 79% of people forget advertisements after a couple of weeks. Our competition won’t quit, and they are marketing!! Marketing strengthens our identity Marketing is essential to growth and survival Marketing maintains morale Ending marketing will lose money, morale, and belief in your business. Marketing during financially difficult times lets the public know we are still here, we are still strong, and we will continue to be so *Source: Conrad, J, Levinson, J, & Levinson, A. (2007).Guerrilla marketing. Mariner Books.
  • What is Marketing?Marketing is every bit of contact your organization has with anyone. Marketing includes: name, service, program, locations, advertising, PR, website, branding, email signature, voicemail message, presentations, inquiries, training, problem solving, strategic plan, referrals, employees. Marketing needs: strong understanding of brand & services, good attitude, passion for product Market to new prospects as well as current constituents Marketing is based mostly on psychology, the laws of Human Behavior Reputation is paramount
  • What are we doing now?Must be skilled with technology and utilize it: MUST be technologically inclined and utilize the internet and social media to its fullest potential Concentrate on what we can do for our consumer See marketing as an assortment of weapons: Use marketing combinations: emails, website, direct mailings. No one method works, need all together Prove involvement by regular and timely follow-up with constituents: Marketing has changed from a monologue to a dialogue. Must be interactive. No one listens to what you have to say about yourself, they trust other consumers. Past consumers and community become ambassadors driving new clients to your organization Use marketing to gain consent, and then build relationships: Opt in: Traditional marketing believes you can make a sale with marketing; today we market in the hope to gain peoples consent to more materials from you. Permission Marketing… Build the relationship! “you” marketing vs. “me” marketing: people don’t care about you, they care about themselves and how we help them. Tell stories 
  • What should we do next?Put element of amazement in marketing: Marketing is the truth made fascinating, use a creative message Make program consistent: don’t change medias, don’t change messages, don’t change graphics. Never change identities Sell the content of the organization, the whole program, what makes you different: Style and Substance are needed. Style to interest them, substance to keep them. Use measurements: Count new relationships, not money. Relationships will grow into money if nurtured, reputation is paramount, long term relationships are the key to lasting. Cannot measure marketing by hits to website, number of blog responses, or number of new constituents added. Must look at bottom line. ASK PEOPLE HOW THEY HEARD OF YOU! Make public confident in program: strive to be the best, act as if you are the best, tell people you are the best, and you will become known as the best. Use professionals as ambassadors as well as past students and parents In order to grow, must maintain focus on core values and program principles… why are we doing this? Focus on students and families and the differences we make in their lives. Tell stories, use them as our marketers. Fusion marketing: cooperating with organizations with similar prospects and standards to share marketing costs. Think McDonalds commercial with Coke and Disney embedded. Think about partnering with other local agencies to educate the public on the services available for those with special needs. Market to individuals, not groups. Run commercials on networks that directly target our demographic. Yes, more people watch NBC, but the majority of our demographic watches FOX. Develop products and services that consumers will seek out, differentiate our customers and find the group of largest sneezers and go after them We can’t make people listen, but we can figure out who is likely to listen then invent the right marketing strategy to overwhelm them with how good our program is. Start marketing how we are different, stop going after mass markets and talking to groups in whole, show what makes us special and unique
  • What do we need our people to do? Must understand that marketing involves creating or changing people’s opinions and attitudes. Commitment to marketing program: it will not happen overnight.  Think of program as investment: marketing will contribute to slow but steady increases. Again, it will not happen overnight and we are working towards building a reputation and relationships within our community and with other organizations. Keep in mind… Marketing is never complete, always augment program and stay in touch with your current constituents
  • Homer Simpson
  • Poll… How Old are You?It’s not really that simple, but it’s pretty close. The younger you are, the more comfortable you are with social media. Chances are that if you are less than 25 years old, you don’t even remember a time when you didn’t use the computer to learn, play and communicate.
  • Why Use Social Media when it is just a fad?
  • Social Media Statistics
  • Which Social Media tools are right for your organization? Facebook, twitter, YouTube, blog, Flickr…Look at how much time you can spend and the content you would like to distribute and to whom.Facebook: one post per dayTwitter: one post per dayBlog: at least once a weekFlickr: whenever you have fresh pictures….. And then post to facebook, twitter, blogYouTube: post whenever you have new content and disseminate through other channels**most important… use all channels to distribute new information
  • I suggest posting once a day if you have something interesting to say or question to askPosting more than once or twice a day can overwhelm and irritate your audienceIf you really don’t have anything to say, don’t say anything!
  • Discuss the differences in pages and groupsGroups: Private, have to be invited, not open to the public, information and posts only shared within the groupPage: Public, can be “liked” by anyone, information posted can be seen by anyone… depending on your security settings… to be discussed later!Which is better for your organization? What are you trying to accomplish?Do you want to distribute and share information with the masses? Use a pageDo you want to have small groups who can discuss things in private? Use a group
  • Add your organization and yourselfOnly connect to people you know and have actually worked with and had good experiences withMonitor your organization page for correct employees
  • Joining groups, asking and answering questions adds credibility to you and your organization
  • Getting staff involved in videos, how to loosen them upUse social media tools in your trainings so they see good examples of video that isn’t silly catsWebcasting trainings and seminars, sharing with other industry affiliates
  • Poll… Have you looked up instructional videos on YouTube?What type of things are you looking for?
  • Youtube is the second largest search engine on the web after google.Want to know how to do something? Search youtube.Want to be motivated, infuriated, amused? Search youtube.If you want information – you can get it on youtube. If your information isn’t there – someone else’s is.
  • Is it appropriate for all agencies?Who is your audience?Do you have to have responses to make it worth it?
  • Seth Godin
  • Transition slide – fears and regulation
  • Throughout history all large cultural changes can be directly linked to the creation of a new mass media phenomenon.When Guttenbergs bible was printed by the printing press, knowledge became available to the former dark age masses, spawning the Renaissance. (There was a good reason why the catholic church was so opposed to printing the bible in common language.)With the increased availability of books, the more common people learned to read and dangerous ideas spread spawing the age of reason (democracy). There was a reason why teaching slaves to read was illegal.
  • The telegraph made distance irrelevant for communication. Gold in California??? People on the trail there within days.Then radio and later television – direct communication! The talking heads were born.All that one way communication lead to the creation of very clear EXPERTS. Only the experts got on TV. Someone had to judge what was important to hear and from whom.
  • Skipping right over the invention of the personal computer…the Internet is world changing.
  • No longer are we receiving information. We are creating it – in real time.For good or ill – there is no longer any control on the free flow of information…if you have the tools
  • Oh no – what will happen to the kids?They can’t handle all the information that is out there!...Too Late!The world is already at their fingertips and they will be interacting with it before they even reach school.At home – parents are the first line of defense against overexposure to a world that is complicated and dangerous.But as it stands now – only human interaction really helps kids navigate the digital world.
  • Fear. Command and Control response…sound familiar??We don’t know so we:Ban it! (power and control)Ignore it! (flight)Limit what people can say or do (does this sound like democracy?)We have filtering software and blocked sites, but anyone who spends a little time with a savvy kid knows that those things are just challenges to be overcome.
  • Keep it simple and based on the ethical principals recognized across your profession. You are regulating relationships regardless of where those relationships occur.
  • YouTube Fears:ConfidentialityCyber bullying- staff and studentsLoss of agency control – message and potential damage to reputation, random staff posting inappropriate video
  • YouTube Fears:ConfidentialityCyber bullying- staff and studentsLoss of agency control – message and potential damage to reputation, random staff posting inappropriate video
  • Non Profit Marketing and Social Media

    1. 1. What couldpossiblygo wrong??? Kelly Carter Uzzo Community Outreach Coordinator
    2. 2. It is useless to advertise to anyone(except interested outspoken people with influence)
    3. 3. The old rule:“C r e a t e s a f e , o r d i n a r y p r o d u c t s a n d C o mb i n e t h e m wi t h g r e a t m a r k e t i n g .” The new rule: “C r e a t e r e ma r k a b l e p r o d u c t s
    4. 4. “S e r v i c e s t h a ta r e wo r t hg e t t i n gt a l k e d a b o u t ... …get t a l k e d a b o u t .”
    5. 5. “We are not planting flowers;we are planting ideas in minds… this takes time.”
    6. 6. Poll… Who is Hooked In?
    7. 7. Fun… Scary… Waste Productive! of time!Use of Social Media generates a mixed reaction from each of us…
    8. 8. Are you anImmigrant? or Are you a Native?
    9. 9. Why?
    10. 10. When you are green you grow When you are ripe you rot
    11. 11. Only 14% of people trustadvertisements
    12. 12. 78% of people trust recommendations of other consumers Nielsen “Trust in Advertising” Report, October 2007
    13. 13. ThaT’s…. 14% vs. 78% hmmmmm……
    14. 14. You Are NOT Your Audience
    15. 15. Choose Your Weapons
    16. 16. Keeping Up… How much is too much?
    17. 17. Drexel University
    18. 18. PollTime!
    19. 19. Blog: Pace School
    20. 20. No matter how we see it, Social Media is part of our lives
    21. 21. Powe r And Cont rol
    22. 22. A Helpful Venn DiagramWhen can I “friend” a current client?
    23. 23. Don’t feartechnology…really… what’s the worst
    24. 24. SecuritySettings