Social Media Overview for Non-Profits

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This is the original presentation I gave at the inaugural Social Media in the Arts Working Group (SMAWG). General overview of social media and how it can be utilized within arts organizations.

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Social Media Overview for Non-Profits

  1. 1. SMAWG! Seizing the Potential of the Digital Analytics Websites Ads Email Search Social Media Creative. Business. Marketing. People.
  2. 2. Home Media Ecology -
  3. 3. Home Media Ecology -
  4. 4. Major Shifts in Marketing Least accountable… ...as accountable.
  5. 5. CMO Moves From Where the Money is... Major Shifts in Marketing
  6. 6. Control is centralized... ...to being Collaborative. Major Shifts in Marketing
  7. 7. Major Shifts in Marketing From One Big Idea... ...to Many Smaller, and Personalized Connections
  8. 8. Alienated by technology... ...Enabled by technology. Major Shifts in Marketing
  9. 9. Major Shifts in Marketing ...to Nimble, Measurable, and From Static & Linear...
  10. 10. Digital revolution wasn’t top- down... Major Shifts in Marketing
  11. 11. New World of Digital Marketing
  12. 12. New World of Digital Marketing Flexible Optimizable Inexpensive Measurable
  13. 13. Missing Connections? Your Customers Lo Continuum of Connection Hi Your Brand Message
  14. 14. Missing Connections? Your Customers Lo Continuum of Connection Hi Your Brand Message
  15. 15. How Costly Are Your Connections? Awareness Your Customers Continuum of Consideratio n $ Forced Relationship
  16. 16. How Costly Are Your Connections? Awareness Consume Your Customers Continuum Opt-In/Follow of Consideratio Vet n Converse $ Conversion
  17. 17. How do people spend their media-consuming
  18. 18. How do people spend their media-consuming There’s a significant gap between time spent online and advertising
  19. 19. What is Social Media? Unfiltered, unedited content created by anyone that tells his or her her story first hand. Blogs, Facebook pages, MySpace pages, Trip Advisor reviews, Flickr photo streams, Twitter.
  20. 20. Optimization Across Tactics Social Media Email Search Ads/Media Analytics & Performance Measurements
  21. 21. “Viral Loop” Growth • 3%WEEKLY growth rate; 200,000,000 by end of 2008 • Doubling monthly; 1.2 mil. Per month • Serving BILLIONS of videos
  22. 22. As the popularity of social networks, blogs, and viral media continues to grow, the consumer “will increasingly mediate messages between brands, themselves and other consumers, and could radically
  23. 23. The New Inbox Opt-In Facebook Fans & Twitter Email Friends Followers Subscriber s
  24. 24. Email Facebook Twitter Cost Model for Email 1000 subs The New Inbox Weekly send 52,000 annual $800/send fees $5000 annual license Five hrs labor/send ($50/hr cost) Total Cost = $18,800
  25. 25. Email Facebook Twitter Cost Model for Facebook 1000 fans/friends The New Inbox 3x weekly updates 156,000 touches $0/send fees No annual license 3 hrs/week ($50/hr.) Total Cost = $7,800 Cost = $0.05 per touch
  26. 26. Email Facebook Twitter Cost Model for Twitter 1000 subs The New Inbox 3x daily tweets 780,000 touches $0/send fees No annual license 30 min. day ($50/hr.) Total Cost = $6,500 Cost = $0.008 per touch
  27. 27. Custome r Twitter Facebook Opt-In Email Display Blogs Ads Search
  28. 28. A Case Study
  29. 29. New Journalism… …Multiply Your
  30. 30. Making “Social” Connections
  31. 31. Making “Social” Engageme Connections nt Conversation Impact Interaction Content Distribution Field Inquiries Listening Assess Monitor/Observe Learn Commitment
  32. 32. Participate
  33. 33. Participate • Writers join the conversation • Forward conversation opportunities to colleagues • Don’t fight or “get even” – take the high road • Be real. Be yourself. It’s required.
  34. 34. Wonderfully Measurable
  35. 35. Thank You Websites Analytics Andrew Eklund Ads Email 612.230.3901 Search Social andrew@ciceron.com Media www.twitter.com/ aeklund Creative. Business. Marketing. People.
  36. 36. Share of Ad Spending September 2008 Source: Nielsen Online, AdCross (via MarketingCharts.com)
  37. 37. Local Radio Other 3% Hispanic TV 8% 3% Local Newspapers 4% Network TV 23% Share of Internet 6% Ad Local TV 15% Spending Cable TV 22% September 2008 Source: Nielsen Online, AdCross (via National Magazines MarketingCharts.com) 17%
  38. 38. Product Marketers Lead Generation Marketers ROI Evaluation by Tactic Source: MarketingSherpa 2006
  39. 39. Product Marketers Lead Generation Marketers 0% 18% 35% 53% 70% SEO House Email List Paid Search Public Relations Direct Mail Online Ads (banners) ROI Evaluation by Tactic Source: MarketingSherpa 2006
  40. 40. Debunking Language Data + Analytics = Real People Doing Real Things
  41. 41. High Nurture Performi ng Prospect s
  42. 42. High
  43. 43. Andrew Eklund Founder and CEO of Ciceron
  44. 44. Serving clients since 1995

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