The Power of Conversation - Using Social Media to Motivate Action in the Donation Community


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A January 2009 presentation on the value and application of social media for the organ and tissue donation community.

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The Power of Conversation - Using Social Media to Motivate Action in the Donation Community

  1. 1. The Power of Conversation Using Social Media to Motivate Action in the Donation Community January 13, 2009 Scott Meis | Sr. Project & Social Media Director Dave Bosch | Communications Director Gift of Hope Organ & Tissue Donor Network
  2. 2. Carolyn Grisko & Associates Inc. <ul><li>Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. </li></ul><ul><li> </li></ul>The Power of Conversation
  3. 3. Gift of Hope Organ & Tissue Donor Network <ul><li>Federally designated not-for-profit agency that coordinates organ and tissue donation and supports families of donors in the northern three-quarters of Illinois and northwest Indiana. </li></ul>The Power of Conversation
  4. 4. What We’ll Cover The Power of Conversation <ul><li>Current trends </li></ul><ul><li>Relevancy </li></ul><ul><li>Leadership Buy-In </li></ul><ul><li>Measurement </li></ul><ul><li>Management </li></ul><ul><li>Implementation </li></ul>
  5. 5. This… The Power of Conversation
  6. 6. Can Quickly Result In This… The Power of Conversation
  7. 7. Why Social Media Matters <ul><li>34% of people searching health information online use social media </li></ul><ul><li>46% use health portals </li></ul><ul><li>67% use search engines </li></ul><ul><li>21% use Wikipedia </li></ul><ul><li>Source: icrossing 2008 study </li></ul>The Power of Conversation
  8. 8. Why People Are Attracted to Social Media <ul><li>People trust “a person like me” more than authority figures from business, government and media </li></ul><ul><li>Seeking ongoing dialogue, not one-way advertisement </li></ul><ul><li>Trust, transparency, openness, honesty Source: icrossing 2008 study </li></ul>The Power of Conversation
  9. 9. Current Online Trends <ul><li>3,000 Google searches each second </li></ul><ul><li>33 minutes of video added to YouTube every second </li></ul><ul><li>More than 350 million+ Facebook users </li></ul><ul><li>20 million Twitter users </li></ul><ul><li>Share! Connect! Comment! Engage! </li></ul>The Power of Conversation
  10. 10. 2010 Social Media Trends <ul><li>Niche Communities & Targeted Messaging </li></ul><ul><li>Sharing Is No Longer Just Email </li></ul><ul><li>Mobile </li></ul><ul><li>Video </li></ul><ul><li>Social Media Gets A Real Budget </li></ul><ul><li>Marketing Integration </li></ul><ul><li>Real-time Search </li></ul>Presentation Name
  11. 11. People Listen – The Domestic Diva Case Study <ul><li>Nov. 12, 2008 blog post from influential Mommy blogger about daughter in need of kidney. 196 comments, flurry of tweets. </li></ul><ul><li>Nov. 26, 2008 announcement of living donor found . 146 comments. </li></ul>The Power of Conversation
  12. 12. People Listen – #Eric Heart Transplant <ul><li>May 2009 – Former CNN reporter Veronica De La Cruz launches effort to raise money for brother’s heart transplant. </li></ul><ul><li>1 day example – 1,250 hashtag tweets </li></ul><ul><li>Over $850,000 raised by May 28 </li></ul>The Power of Conversation
  13. 13. People Talk - Twitter <ul><li>Constant Conversation on Twitter </li></ul>The Power of Conversation
  14. 14. People Share - Facebook <ul><li>7 Days to 7,000 Fans Event </li></ul><ul><li>Promotion </li></ul><ul><li>- Blog post </li></ul><ul><li>- Facebook page event </li></ul><ul><li>- DLI e-news </li></ul><ul><li>Word-of-mouth does the rest with strong content ! </li></ul>The Power of Conversation
  15. 15. People Watch – Donate Life Illinois on YouTube The Power of Conversation
  16. 16. The BIG Question <ul><li>Why Should My Organization Use Social Media? </li></ul>The Power of Conversation
  17. 17. Social Media & the Transplant Community <ul><li>Brand Awareness </li></ul><ul><li>Community Building </li></ul><ul><li>Volunteer Recruitment </li></ul><ul><li>Fundraising </li></ul><ul><li>News - Be the Media </li></ul><ul><li>Unified National Donation Message </li></ul><ul><li>Reputation Management & Response </li></ul><ul><li>Donor Registrations! </li></ul>The Power of Conversation
  18. 18. Brand Awareness Example The Power of Conversation
  19. 19. News Generation Example <ul><li>Listening & Monitoring leads to blog comment calling attention to Facebook page </li></ul><ul><li>Quick reply on Facebook results in series of blog posts focused on issue </li></ul><ul><li>Use social media to Be The Media </li></ul>The Power of Conversation
  20. 20. How to Sell Leadership on Social Media <ul><li>Case Studies </li></ul><ul><li>Efficiency of Online Communications </li></ul><ul><li>Proactive Crisis Response Mechanism </li></ul><ul><li>Start Small, Measure & Benchmark </li></ul><ul><li>Use a Consultant </li></ul>The Power of Conversation
  21. 21. Is Social Media Measurable? <ul><li>Yes! With Benchmarks and Goals. </li></ul><ul><li>Quantitative : Web analytics (referral links), Facebook Insights , YouTube Insight , Twitter Stats & Analysis </li></ul><ul><li>Qualitative : Comment sentiment ( Radian6 ), feedback, support increase, engagement increase, survey trends, goals reached! </li></ul>The Power of Conversation
  22. 22. How Do I Find Time to Manage Social Media? <ul><li>Start Small - Integrate, adjust, create routine </li></ul><ul><li>Divide Tasks - Listening & monitoring, engagement & community management, content production, reporting & analysis </li></ul><ul><li>Engage Staff – Create policy , guidelines, foster participation to enhance outreach </li></ul>The Power of Conversation
  23. 23. What It Will Take <ul><li>Conduct a thorough internal analysis </li></ul><ul><li>Do you have top level and employee buy-in? </li></ul><ul><li>PR/Marketing staff member that can commit to being a Social Media Manager? </li></ul><ul><li>Commitment and desire to engage? PASSION! </li></ul><ul><li>At least 1-2 hours to devote each day? </li></ul><ul><li>Small content creation budget? </li></ul><ul><li>Time and patience – it WILL NOT happen overnight </li></ul>The Power of Conversation
  24. 24. What It Will Take - Examples <ul><li>Blogging </li></ul><ul><ul><li>15 min/day research (part of listening/monitoring to generate topic ideas) </li></ul></ul><ul><ul><li>30 min/post, 3-4 times/week </li></ul></ul><ul><ul><li>15 min, 2-3 times/week commenting on other blogs </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>15 min to post final video to YouTube, optimize </li></ul></ul><ul><ul><li>45 min to post video to additional sites </li></ul></ul><ul><ul><li>Ongoing, promote when possible (embed in blog posts, share on Facebook, Twitter, e-news, etc.) </li></ul></ul>The Power of Conversation
  25. 25. What It Will Take – Sample Daily Schedule (2.5 HRs) <ul><li>Listening & Monitoring (15 min.) </li></ul><ul><li>Blog Post (30 min.) </li></ul><ul><li>Twitter Engagement (30 min.) </li></ul><ul><li>Facebook Engagement/Maintenance (15 min.) </li></ul><ul><li>Other Content Creation - Photo uploads, Video, etc. (30 min.) </li></ul><ul><li>Strategy & Campaign Planning ( 30 min.) </li></ul>The Power of Conversation
  26. 26. Start By Listening <ul><li>Get Busy Monitoring! </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Reader </li></ul><ul><li>SocialMention , Twitter Search , Technorati </li></ul>The Power of Conversation
  27. 27. Choose Your Audience <ul><li>Target Demographic </li></ul><ul><li>College students? Workplace outreach? </li></ul><ul><li>Research! </li></ul><ul><ul><li>Social Technographics Profile , Keyword search </li></ul></ul><ul><ul><li>See what other states are doing </li></ul></ul>The Power of Conversation
  28. 28. Set Your Objectives & Goals <ul><li>Registrations </li></ul><ul><li>Increase public reach of message, cultivate media relationships online? </li></ul><ul><li>Drive traffic to Website? </li></ul><ul><li>Develop new avenue for connecting your state’s transplant community? </li></ul><ul><li>MOST IMPORTANT … </li></ul><ul><li>Make your message resonate! </li></ul>The Power of Conversation
  29. 29. Define Your Strategy <ul><li>Listen, find communities & influencers </li></ul><ul><li>Develop a reasonable content plan </li></ul><ul><li>Be consistent and integrate </li></ul><ul><li>Engage and facilitate </li></ul><ul><li>Analyze, measure and ADAPT frequently </li></ul>The Power of Conversation
  30. 30. Choose Your Tools <ul><li>Is your target audience already talking to one another ? </li></ul><ul><li>Focus on building long-term relationships </li></ul><ul><li>Remember: </li></ul><ul><li>- People meet in different online spaces </li></ul><ul><li>- They comment, share and influence </li></ul><ul><li>- They want to tell THEIR story – let them </li></ul>The Power of Conversation
  31. 31. Sample Social Media Platform The Power of Conversation Your Website
  32. 32. Social Media Case Study – Campus Challenge The Power of Conversation
  33. 33. Social Media Case Study – Campus Challenge The Power of Conversation <ul><li>Research & Plan </li></ul><ul><li>Find key student ambassadors with ties to issue </li></ul><ul><li>Develop database of key contacts for all possible groups (student </li></ul><ul><li>nurses, Greek community, PRSSA, volunteer groups, AMA, etc.) </li></ul><ul><li>Don’t forget about alumni, university staff </li></ul><ul><li>Pull together tiered target schools, media database for local </li></ul><ul><li>outreach </li></ul><ul><li>Approach early with a detailed campaign outline and specific </li></ul><ul><li>asks/deadlines </li></ul>
  34. 34. Social Media Case Study – Campus Challenge The Power of Conversation <ul><li>Establish Platform & Develop Content </li></ul><ul><li>Campaign landing page on site, source designation in place </li></ul><ul><li>Facebook groups or page, targeted Facebook advertising </li></ul><ul><li>Materials for offline registration drives </li></ul><ul><li>Personal profile videos on those with ties to issue – great content </li></ul><ul><li>to share across the Web </li></ul><ul><li>Stories about personal ties to issue to share on social media </li></ul><ul><li>platform </li></ul>
  35. 35. Social Media Case Study – Campus Challenge The Power of Conversation <ul><li>Execute & Measure </li></ul><ul><li>Stay consistent with weekly contact but don’t overburden </li></ul><ul><li>Keep them motivated with the competitive angle, online promotions (Tell 5 </li></ul><ul><li>Friday, Blog Comment and Tell-a-Friend Giveaways, Donate Life Day, etc.) </li></ul><ul><li>Maximize media exposure fast and repeatedly use coverage to motivate </li></ul><ul><li>other schools to action </li></ul><ul><li>Integrate online with offline outreach </li></ul><ul><li>Measure, measure, measure </li></ul><ul><li>Snapshot registration results to date: More than 4,700 </li></ul>
  36. 36. With or Without You . . . <ul><li>...the conversations are going to take place. </li></ul><ul><li>Are you going to engage and embrace? </li></ul><ul><li>Smartly save time, money, staff in connecting with brand enthusiasts to build lasting relationships? Find new potential lifesaving donors? </li></ul>The Power of Conversation
  37. 37. The Big Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>Start listening. Google alerts and Google Reader , Twitter search or SocialOomph , protect your brand </li></ul><ul><li>Assess your needs, purpose and capacity to engage in social media </li></ul><ul><li>Identify team to spearhead, sell leadership, create social media policy </li></ul>The Power of Conversation
  38. 38. The Big Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>4. Identify target audience, set objectives, define your strategy, choose your tools </li></ul><ul><li>5. Start with focus on existing initiative </li></ul><ul><li>6. Establish a Facebook page </li></ul><ul><li>7. Start a blog on Wordpress </li></ul>The Power of Conversation
  39. 39. The Big Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>8. Create Twitter and Flickr accounts </li></ul><ul><li>8. Join YouTube’s Nonprofit program , search and comment on videos you like, purchase a FlipHD camera or Canon Camera </li></ul><ul><li>9. Measure monthly, track & analyze trends, adapt </li></ul>The Power of Conversation
  40. 40. The Big BIG Takeaway <ul><li>10 Steps to Get Going TODAY </li></ul><ul><li>10. Get going! Be patient and stay active. </li></ul>The Power of Conversation
  41. 41. Resources <ul><li>Suggested Reading: Resources – Transplant Organizations Using Social Media Blogs – Beth’s Blog , SMUG , Social Media Today , Social Media Snippets , Groundswell , The New Community Rules </li></ul><ul><li>*** Best Internet Marketing Posts of 2009 *** 99 Most Useful Social Media Posts of 2009 </li></ul>The Power of Conversation
  42. 42. Questions & Comments <ul><li>Scott Meis </li></ul><ul><li>[email_address] </li></ul><ul><li>312-335-0100 </li></ul><ul><li> </li></ul><ul><li>Dave Bosch </li></ul><ul><li>[email_address] </li></ul><ul><li>630-758-2726 </li></ul><ul><li> </li></ul>The Power of Conversation