Spring Creek Group Social Media Non-Profit Summit 2-24-2011


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Spring Creek Group hosted a summit for non-profits to learn about social media. Here's the deck that we presented. There were small group breakout sessions and a wonderful panel to round out the day.

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Spring Creek Group Social Media Non-Profit Summit 2-24-2011

  1. 1. Non-Profit<br />Social Media Summit 2011<br />
  2. 2. Welcome!<br />@SpringCreekGrp<br />#SCGNPS<br />
  3. 3. Who Are We?<br /><ul><li>People – about 40 of us
  4. 4. People who like PioneerSquare (and Tat’s deli)
  5. 5. People started showing up in 2006
  6. 6. People who enjoy Strategy and Planning, Community Management, and Analytics</li></ul>Some of our clients?<br />Do we like non-profits too?<br />HECK YEAH!<br />
  7. 7. So, Why Are We Hosting This Thing? <br />
  8. 8. Today’s Vision<br />We want you to walk away with<br />actionableways to organize your social media efforts into an effective, efficiently run program. <br />We’ll cover a bit about…<br /><ul><li>Planning
  9. 9. Listening to your constituents
  10. 10. Execution
  11. 11. Team structure
  12. 12. Measuring your success
  13. 13. And, how you can continue to learn more about social media. </li></li></ul><li>Agenda<br />Industry Best Practices Talk – 1:10-2:10pm<br />Break – 5 minutes<br />Small Groups – 2:15-2:45pm<br />Wrap Up and Break – 15 minutes<br />Panel Discussion and Q&A – 3:00-4:00pm<br />Networking! Ask us questions! Enjoy a drink!<br />
  14. 14. A Little Context:This is an exciting time!<br />So long as you’re not afraid of 2 things…<br />
  15. 15. Thing 1: the Internet<br />
  16. 16. Thing 2: Change<br />
  17. 17. Social media is fundamentally changing the way we communicate who we are, what we care about, and with whom we communicate every day.<br />Here’s why…<br />
  18. 18. Fun Facts<br /><ul><li>In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
  19. 19. Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube ,Gmail, Google account for 9.85% – Experian Hitwise
  20. 20. Facebook’s fastest growing demographic is 17-35 year olds – TIME
  21. 21. Social media accounts for ~ 25% of all time spent online, over 35 minutes per hour – Nielsen
  22. 22. 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
  23. 23. 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
  24. 24. 41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget</li></li></ul><li>Myth Busting<br />Social media marketing is NOT…<br />A panacea (i.e. “magical solution to all problems”)<br />A great performance marketing (i.e. direct response) channel<br />“Free”<br />A replacement for good PR<br />Easy<br />Able to create nearly immediate 20% site traffic lift<br />“…the next big thing…”<br />Page 12<br />
  25. 25. Social Media Brings Your Mission Forward<br />
  26. 26. Do It With APurpose<br />
  27. 27. Ask, “Where Is The Opportunity?”<br />About Us<br />About Us<br />About Spring Creek Group<br />Inactive<br /><ul><li>Avoid what customers and competitors are saying about you online
  28. 28. Allow competitors to control the conversation about your industry and brand
  29. 29. Ignore influential authors who may be able to champion your messages</li></ul>Watch<br /><ul><li>Listen to what your customers are saying about you
  30. 30. Track changes in customer perception
  31. 31. Monitor competitors in space
  32. 32. Leverage data to understand landscape</li></ul>React<br /><ul><li>Respond to negative attacks
  33. 33. Correct factual errors
  34. 34. Stop competitors from gaining share of voice
  35. 35. Compare competitors and analyze partners
  36. 36. Utilize a blog to complement “traditional” PR & Comm efforts</li></ul>Engage<br /><ul><li>Provide resources for bloggers to share your message
  37. 37. Identify and leverage influencers
  38. 38. Create active competitive analysis strategy
  39. 39. Reach out to key bloggers</li></ul>Activate<br /><ul><li>Push content and stories to influencers and fans
  40. 40. Motivate your ardent supporters and fans to spread the brand love on their own
  41. 41. Let community have first look at materials, commercials and other creative</li></ul>Drive<br /><ul><li>Manage message and comment boards for customer groups
  42. 42. Maintain and grow thought-leadership presence where it matters most
  43. 43. Develop & drive industry blogs that put company in positive light</li></ul>15<br />
  44. 44. Define Your Goals And Prioritize<br />You can do A LOT with social. What do you want to achieve?<br /><ul><li>Drive new members?
  45. 45. Build your audience?
  46. 46. Educate?
  47. 47. Expand your marketing message?
  48. 48. Connect with new orgs?
  49. 49. Build relationships with influencers?
  50. 50. Improve attendance at events?
  51. 51. Increase community feedback about your service?
  52. 52. Build relationships with news organizations?
  53. 53. Connect with new donors?
  54. 54. Improve relationship with current donors?</li></li></ul><li>Set Realistic And Measurable Objectives<br />What to look for:<br /><ul><li>Fan growth?
  55. 55. Community interaction?
  56. 56. Number of new donors?
  57. 57. Outreach to people on Twitter?
  58. 58. Number of blog posts about your organization on other blogs?
  59. 59. Number of site visits from social?
  60. 60. Number of messages sent per week?
  61. 61. Number of comments made per week?
  62. 62. Number of RT’s?</li></ul>You’ll only learn whether or not you’re reaching your goals if you measure what you’re doing! <br />
  63. 63. Setting A Social Media Policy<br />What to consider:<br /><ul><li>Transparency
  64. 64. Disclosure
  65. 65. Public/private personas
  66. 66. Moderation policies </li></li></ul><li>Team Structure<br />Governing Board & Org Leadership<br />Program Oversight<br />Donor<br />Services<br />PR<br />Social Program Leader<br />Monitoring, Planning and Execution<br />Market-ing<br />Program<br />Services<br />Interns &<br />Volunteer<br />Program Assistance<br />
  67. 67. Escalation Path<br /><ul><li>Allows anyone to step in and traffic inbound messages and comments.
  68. 68. Need to decide how you’ll respond to trolls, haters, and unhappy users.
  69. 69. Define which roles or positions will be responsible for different situation resolutions.</li></li></ul><li>The Meat! <br />
  70. 70. Listen<br />
  71. 71. Define Your Target Audience<br /><ul><li>Review your program goals and objectives.
  72. 72. Reflect on the conversations people are already having.
  73. 73. Is your audience:
  74. 74. Prospects?
  75. 75. Current Supporters?
  76. 76. Influencers?
  77. 77. Staff and volunteers?
  78. 78. Your target audience will help you determine your channels and where you should focus your efforts.</li></li></ul><li>Publishing<br />The frequency and diversity of your publishing directly impacts your organization’s footprint.<br /><ul><li>Create content geared toward different target groups.
  79. 79. Develop a regular cadence.
  80. 80. Tap subject matter experts to contribute to your content development.
  81. 81. Treat each channel individually.</li></li></ul><li>60-30-10 Model<br />Other types of messages<br />Traditional communications and fundraising messages<br />Sharing resources from 3rd parties, adding value (tips/tricks, news, etc.) for the community, getting insight into what they want from the brand<br />
  82. 82. Bring Your Community Together<br />ALWAYS do your best to foster a community on your social channels. Add value.<br />A strong community:<br /><ul><li>Encourages participation, engagement, and discussion.
  83. 83. Creates evangelists.
  84. 84. Happy Community = Giving Community</li></li></ul><li>Tone<br />&<br />Voice<br />Usually a mix of the word cloud above. Depends on your organization and their goals.<br />
  85. 85. Influencer Outreach<br />
  86. 86. Creating Advocates<br />Any great organization has its diehard supporters. Fostering those relationships should be a priority. <br /><ul><li>Offer incentives
  87. 87. Make it a point to follow and engage these members in social channels
  88. 88. Tap people for content generation
  89. 89. Capture testimonials
  90. 90. Contests can be a good way to engage advocates</li></li></ul><li>Fundraising<br />Remind! Don’t Nag!<br />Share Testimonials to Empower<br />
  91. 91. Social Fundraising<br /><ul><li>Most users aren’t raising money.</li></ul>500,000 registered causes ><br /> Only 27,000 have raised $<br /><ul><li>Run through Network for Good so make sure to consider the percentage.
  92. 92. Individual fundraising campaigns now possible. Something to anticipate.</li></ul>Key Considerations: <br /><ul><li>To spread, or to streamline? Is it better to direct to website or direct to Cause?
  93. 93. Capturing donor information.
  94. 94. Smaller gift levels.
  95. 95. Time involved vs. financial returns?
  96. 96. Launched in November 2010.
  97. 97. Like Facebook for non-profits.
  98. 98. Too early to tell real impact. Still in beta.
  99. 99. No way to communicate to followers, aggregator.</li></li></ul><li>Stay Organized<br />
  100. 100. Editorial Calendars <br />Your public relations and marketing programs have calendars and your social programs shouldn’t be any different<br /><ul><li>Break out and plan activities for each social channel
  101. 101. Assign ownership for each outbound activity
  102. 102. Sync regularly with all departments to ensure social is supporting their efforts
  103. 103. Track larger market activities for ways to integrate</li></li></ul><li>Promoting Your Social Channels<br />Suggestions for social integration<br /><ul><li>Website
  104. 104. Electronic newsletter
  105. 105. Email signature
  106. 106. Brochures
  107. 107. Paper newsletters
  108. 108. Donor communications
  109. 109. PR material
  110. 110. Marketing
  111. 111. Word of mouth
  112. 112. Business cards
  113. 113. Front desk</li></li></ul><li>Social Media Management Tools<br />Problem: With many of the third party social media sites, namely Facebook and Twitter, it can be difficult to use them with an entire team. It’s also difficult to track everything.<br />Opportunity: Social CMS (content management software) technology tools make it easy to engage, post content to many channels, and include many team members.<br />FREE<br />PAID<br />
  114. 114. Facebook Platform Management Tools<br />
  115. 115. Measuring Your Impact<br />
  116. 116.
  117. 117. Gather Your Metrics And Understand Your Impact <br /><ul><li>Information is power; use your data to support your strategy.
  118. 118. Analytics is an ongoing process, but can say a lot.
  119. 119. Inbound vs. Outbound</li></ul>And, boy, do we have a reporting tool for you! <br />
  120. 120. Additional Considerations<br /><ul><li>Mobile and location-based services such as 4Square, Gowalla, mobile giving.
  121. 121. Microgiving, Groupon, and LivingSocial.
  122. 122. Leveraging evangelists (volunteers).
  123. 123. Organization vs. personal identity.</li></li></ul><li>
  124. 124. Trivia… AKA Prizes!<br /><ul><li>Tweet something you learned so far and include #SCG NPS.
  125. 125. Name two social media management platforms?
  126. 126. What’s your favorite Internet meme?
  127. 127. Name one of the founders of Twitter?
  128. 128. What year was Facebook founded?</li></li></ul><li>Breakout Sessions…<br />Targeting Influencers And Donors– The people interested in you are out there. Online. Bring them home by learning how to find and message them.<br />Analytics/ROI– You’ve tweeted, Facebooked, and YouTubed. Now it’s time to measure your success.<br />Storytelling With Social– All channels aren’t created equal. Learn more in-depth strategies, tactics, and tips when conquering Twitter, Facebook, YouTube, and blogs.<br />Building Your Communities– Are you the lovey type? You should be. Kind of. Get away from the tactics and learn how to foster a community… one that talks, gives feedback, and participates in contests.<br />
  129. 129. Panel Discussion… Let The Stories Begin!<br />Moderator:<br />Andrew Corey, KEXP, Programming Manager<br />Panel:<br />Judith Austin, Pacific Northwest Ballet, PR and Marketing Assistant<br />Kevin Erickson, All-Ages Movement Project, Director<br />Melissa Tizon, Swedish Medical Center, Communication Director <br />Tara Smith, Seattle Works, Executive Director<br />
  130. 130. Appendix<br />
  131. 131. Resources For Further Learning<br /><ul><li>SlideShare, “What is Social Media?”
  132. 132. http://www.slideshare.net/mzkagan/what-is-social-media-2005829
  133. 133. 360i Social Media Playbook
  134. 134. http://www.360i.com/pdf/360i-Social-Marketing-Playbook.pdf
  135. 135. Crawl, Walk, Run, Fly: Using Social Media for Good
  136. 136. http://www.slideshare.net/kanter/watech4good-summit
  137. 137. Mashable
  138. 138. http://www.mashable.com
  139. 139. Google Alerts
  140. 140. RSS Feeds
  141. 141. Twitter</li></ul>Be active and learn from others:<br /><ul><li>Social Media Club – Attend events and talks to others in the social space.</li></li></ul><li>Overview Of Social Landscape<br /><ul><li>In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy & BuddyMedia
  142. 142. Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – Nielsen
  143. 143. Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube , Gmail, Google accounts for 9.85% – Experian Hitwise
  144. 144. 64% of Facebook users have liked a brand on Facebook - ExactTarget
  145. 145. By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account – TIME (12/7-1/3 edition)
  146. 146. Facebook’s fastest growing demographic is 17-35 year olds – TIME
  147. 147. 43% of Facebook users who “unlike” a brand do so because of too much push marketing – Exact Target
  148. 148. 46% of Internet users worldwide interact with social media on a daily basis -TNS</li></ul>Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/<br />
  149. 149. Overview Of Social Landscape<br /><ul><li>25% of social media users are more likely to look into a brand advertising on social media – Adology
  150. 150. 15% of these users are more likely to purchase from social media advertisers – Adology
  151. 151. 38% of Small & Micro Businesses would use social media more if they had more time or a convenient management solution –  Vistaprint
  152. 152. 46% of micro business owners utilize social media – Vistaprint
  153. 153. $4.26 billion will be spent on social media marketing globally in 2011 – eMarketer
  154. 154. 17% of US online consumers have created a Twitter account – ExactTarget
  155. 155. 48% of Twitter users check their account at least once a day – Exact Target
  156. 156. 71% of Twitter users expect to receive marketing messages via the platform – Exact Target</li></ul>Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/<br />
  157. 157. Overview Of Social Landscape<br /><ul><li>41% of users who have unfollowed a brand on Twitter did so because they were over-marketed to – ExactTarget
  158. 158. 46% of Twitter users meet with friends more in person over 2009 – Social Mythbusting
  159. 159. 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
  160. 160. 71% of community members say they are more likely to purchase from brand – Universal McCann
  161. 161. 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
  162. 162. 63% of corporate community members note that they will recommend brand to friends/family – Universal McCann
  163. 163. Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a Super Bowl ad -  Social Media Case Studies, Stories, Perspectives</li></ul>Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/<br />
  164. 164. Photo Sources<br />Slide 3<br />http://www.giantstep.net/index.php/2010/02/erykah-badu-clears-paul-mccartney-sample-via-twitter/<br />http://www.flickr.com/photos/matthamm/3383916444/<br />Slide 15<br />http://www.taf.org/whistle305.htm<br />Slide 19<br />http://www.flickr.com/photos/floridapfe/2658966009/<br />Slide 23<br />http://www.transyouthsupportnetwork.blogspot.com/<br />Slide 24<br />http://www.michaelmccurry.net/2010/07/16/continuing-the-conversation-a-hybrid-events-hit-at-ts%C2%B2-tradeshow/<br />Slide 44<br />http://registeringdomainnamesismorefunthandoingrealwork.com/blogs/?paged=2<br />