Management Information Systems Program Presents

Social Media for Nonprofits
Created by:
Brian Critchfield
Who Am I?
•
•
•
•
•
•

•
•
•
•

20 years of experience
Started 2 marketing agencies
Pioneer in social media
International ...
“You cannot sell a man who isn't
listening. Word of mouth is the best medium of
all; and dullness won't sell your product,...
Dove
Dove
• Launched in the 1950s with a new beauty bar that would
dry skin like soap
• Grew into "the world's top cleansing br...
Dove
• Research showed:
• Only 2 percent of women around the world described themselves
as beautiful
• 13 percent of women...
Dove
• “Campaign for Real Beauty” (Campaign = Cause)
• Focus all marketing efforts on what the target market cares
most ab...
Dove
Dove
• Results:
• Won a myriad of “industry awards”
• Dollar sales jumped 2% in one month
• Sales of firming products incr...
Dove
• Why?
• Tapped into what target audience cared most about: selfesteem and self-image
• Tapped into one of our bigges...
Dove
• Bob Garfield, Ad Critic, “The hard part will be staying on the path. What
happens when Dove sales begin to flag and...
Customer Evangelist
• What is an evangelist?
• “A person marked by evangelical enthusiasm
for or support of any cause.”*
•...
Customer Evangelist
• 3 Levels:
• Satisfied - Happy, but will go anywhere
• Loyal - Only buy from you
• Evangelist - Volun...
Cause
Marketing From the Navel
❍ Cause
❍ Position
❍ Culture
❍ Product
❍ Message
❍ Experience
❍ Measurements
What is Social Media?
What is Social Media?
Definition
Conversation Technologies
Tools
Social Networks/Communities
Blogs, Micro-blogs
Social Tag...
What is Social Media?
Some Facts…
Some Facts…
Some Facts…
Some Facts…
Some Facts…
Compared to national Facebook users, Phoenix Facebook
users are a little younger and a little more affluent.
Demographics
...
Some Facts…
Some Facts…
Some Facts…
41.5% say they’d recommend a
business that they heard about
from friends on Facebook
36% recommend brands they...
Some Facts…
Benefits of Social Media

Social Media Marketing Industry Report. April, 2013
The Conversation is Already Going On
Right now, at this moment, people are talking about your product online. You can’t
st...
The Analogy
Key to Social Media
"When there were just a few platforms, means of
communications were controlled by governments and
corp...
Social Media
Publish
Nurture

Syndicate

Engage

Integrate
Monitor
Publish
Publish
Publish
• Conversation without content is empty
rhetoric
• In social media, the difference between
consumer and profession...
What to Publish
What to Publish
1.
2.
3.
4.
5.
6.

Focus on the cause
Promote
Educate
Advocate
Collaborate
Aggregate
What to Tools to Use
•
•
•
•
•
•

Blogs
YouTube
Podcast
White Papers
Seminars
Newsletters
Syndicate
• Once great content is created, use “as many of the new
platforms for delivering *y+our message” as you can
• I...
Syndicate
Syndicate
Syndicate
Integrate
• In order to maximize efficiency and
effectiveness, integrate your platforms
• Use RSS to share content
• Use i...
Integrate
Integrate
Monitor
• Social Media is infinitely trackable
• Active
• Google Search
• Technorati
• Twitter Search
• Passive
• Google A...
Monitor
Monitor
Monitor
Monitor
Monitor
Engage
• Content without conversation is advertising
• Respond to comments directed to you
• React to other’s commentary
•...
Nurture
• Look for opportunities to add value
• Links
• Introductions
• Answers
• Promotion
• The easiest way to make frie...
Nurture
Nurture
Nurture
Summary
•
•
•
•

Become an organization worth talking about
Then facilitate and participate in conversations
Social Media ...
Social Media
Publish
Nurture

Syndicate

Engage

Integrate
Monitor
www.westminster-mo.edu
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Social Media for Non Profits - Westminster College

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Social Media for Non Profits semniar given at Westminster College in Mesa Arizona in October, 2013. Though the seminar was geared towards non-profits, the principles apply to any organization.

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Social Media for Non Profits - Westminster College

  1. 1. Management Information Systems Program Presents Social Media for Nonprofits Created by: Brian Critchfield
  2. 2. Who Am I? • • • • • • • • • • 20 years of experience Started 2 marketing agencies Pioneer in social media International speaker, author, and consultant Launched close to 100 companies/divisions/products Done work for Microsoft, HP, Kodak, Bridgestone, Weyerhaeuser, Toyota, Intel, and dozens more BBA in Marketing from Boise State MBA in Global Business from Thunderbird Marketing faculty at Westminster College, University of Phoenix, and Grand Canyon University Chief Navel Gazer at Navel Marketing
  3. 3. “You cannot sell a man who isn't listening. Word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance” Bill Bernbach, co-founder of DDB Advertising
  4. 4. Dove
  5. 5. Dove • Launched in the 1950s with a new beauty bar that would dry skin like soap • Grew into "the world's top cleansing brand" • Renewed obsession with beauty, personal care, and “agedefying” products • By 2004, had become just another skin care company • Fighting for attention among parent company's brands such as Lux, Pond's, Sunsilk, and Vaseline • Needed to do something to become relevant again
  6. 6. Dove • Research showed: • Only 2 percent of women around the world described themselves as beautiful • 13 percent of women said they were very satisfied with their body weight and shape • 75 percent strongly agree that they wish ‘the media did a better job of portraying women of diverse physical attractiveness’ • Dove’s Mission: “make women feel beautiful every day by widening today's stereotypical view of beauty and inspiring women to take great care of themselves.”
  7. 7. Dove • “Campaign for Real Beauty” (Campaign = Cause) • Focus all marketing efforts on what the target market cares most about, not pitching products • Launched in England in 2004 and in the US the next summer • Launched prior to the creation and growth of many of the social media tools • Used advertising, videos, workshops, PR, events • Dove Self-Esteem Fund • Series of Superbowl commercials
  8. 8. Dove
  9. 9. Dove • Results: • Won a myriad of “industry awards” • Dollar sales jumped 2% in one month • Sales of firming products increased 700% in Europe in first 6 months • Double-digit growth in sales for Q1 and Q2 2005 • US sales for year ending Aug 7, 2005 were up 6% to $500 million • Unit sales rose 5% and it finally broke the $1 billion barrier
  10. 10. Dove • Why? • Tapped into what target audience cared most about: selfesteem and self-image • Tapped into one of our biggest responsibilities as parents • Developed a cause that was both important to the target market and core to the brand’s mission • Not just lip service - developed the Self-Esteem Fund, workshops, resources, etc. • Evangelists buy into causes
  11. 11. Dove • Bob Garfield, Ad Critic, “The hard part will be staying on the path. What happens when Dove sales begin to flag and market share begins to slide? That will be the test of true righteousness. Does the "Campaign for Real Beauty" then get disposed of, like last year's fashions, or dubiously "enhanced," like a pair of fake breasts?” • Trojan Horse Photoshop Action • Real Beauty Sketches
  12. 12. Customer Evangelist • What is an evangelist? • “A person marked by evangelical enthusiasm for or support of any cause.”* • Term originated with religion *Dictionary.com
  13. 13. Customer Evangelist • 3 Levels: • Satisfied - Happy, but will go anywhere • Loyal - Only buy from you • Evangelist - Voluntary sales force • If someone is going to invest time or energy in your brand, it has to be wrapped in a cause • “Make Meaning” • “Making the world, or an industry, better” • Customers buy products, evangelists buy causes
  14. 14. Cause
  15. 15. Marketing From the Navel ❍ Cause ❍ Position ❍ Culture ❍ Product ❍ Message ❍ Experience ❍ Measurements
  16. 16. What is Social Media?
  17. 17. What is Social Media? Definition Conversation Technologies Tools Social Networks/Communities Blogs, Micro-blogs Social Tagging/Bookmarking Podcast/Vidcast Wikis, Forums, RSS Social Commerce Photo/Video Sharing
  18. 18. What is Social Media?
  19. 19. Some Facts…
  20. 20. Some Facts…
  21. 21. Some Facts…
  22. 22. Some Facts…
  23. 23. Some Facts…
  24. 24. Compared to national Facebook users, Phoenix Facebook users are a little younger and a little more affluent. Demographics Gender Men Women Age 18-24 25-34 35-44 45-54 55-64 65+ HH Income Less Than $60K $60K - $74K $75K - $99K $100K+ U.S. Facebook.com Phoenix Index U.S. Linkedin.com Phoenix Index U.S. MySpace.com Phoenix Index U.S. Twitter.com Phoenix Index 74% 77% 77% 83% 104 108 18% 15% 20% 20% 111 133 16% 14% 17% 18% 106 129 16% 15% 17% 13% 106 87 92% 87% 83% 79% 73% 67% 94% 87% 78% 77% 68% 67% 102 100 94 97 93 100 26% 17% 22% 25% 29% 22% 12% 21% 12% 24% 31% 31% 46 124 55 96 107 141 9% 20% 15% 13% 10% 7% 35% 18% 14% 12% 9% 10% 389 90 93 92 90 143 26% 18% 16% 14% 12% 12% 23% 16% 14% 13% 13% 12% 88 89 88 93 108 100 76% 76% 73% 73% 77% 82% 73% 75% 101 108 100 103 11% 15% 21% 27% 26% 27% 23% 28% 236 180 110 104 16% 15% 14% 13% 16% 17% 14% 16% 100 113 100 123 15% 16% 16% 17% 17% 14% 21% 18% 113 88 131 106 Index: Compared to national Facebook users, Phoenix Facebook users are 3% more likely to have household income in excess of $100,000. Source: comScore August 2011
  25. 25. Some Facts…
  26. 26. Some Facts…
  27. 27. Some Facts… 41.5% say they’d recommend a business that they heard about from friends on Facebook 36% recommend brands they learned about on Blogs
  28. 28. Some Facts…
  29. 29. Benefits of Social Media Social Media Marketing Industry Report. April, 2013
  30. 30. The Conversation is Already Going On Right now, at this moment, people are talking about your product online. You can’t start it or stop it. You can choose not to engage . . . .” Jim Licinski, Google
  31. 31. The Analogy
  32. 32. Key to Social Media "When there were just a few platforms, means of communications were controlled by governments and corporations… *that+ paradigm shattered. New technology has made it possible for every one to be a broadcaster. Anyone can take the stage and hold it depending on their content. We [UNICEF] decided that we should get involved in as many of the new platforms for delivering our messages about children as we could.“ Stephen Cassidy , UNICEF
  33. 33. Social Media Publish Nurture Syndicate Engage Integrate Monitor
  34. 34. Publish
  35. 35. Publish
  36. 36. Publish • Conversation without content is empty rhetoric • In social media, the difference between consumer and professional is content • Content: • Demonstrates thought leadership • Drives conversation • Increases findability
  37. 37. What to Publish
  38. 38. What to Publish 1. 2. 3. 4. 5. 6. Focus on the cause Promote Educate Advocate Collaborate Aggregate
  39. 39. What to Tools to Use • • • • • • Blogs YouTube Podcast White Papers Seminars Newsletters
  40. 40. Syndicate • Once great content is created, use “as many of the new platforms for delivering *y+our message” as you can • Increase reach and frequency of exposure to your content • RSS = Really Simple Syndication • http://navelmarketing.com/feed/ • PPLS • • • • Plug your feed in wherever possible Push content through Newsletters Link to specific content Share content offline
  41. 41. Syndicate
  42. 42. Syndicate
  43. 43. Syndicate
  44. 44. Integrate • In order to maximize efficiency and effectiveness, integrate your platforms • Use RSS to share content • Use integrated technology tools • HootSuite • TwitterFeed • Facebook Applications
  45. 45. Integrate
  46. 46. Integrate
  47. 47. Monitor • Social Media is infinitely trackable • Active • Google Search • Technorati • Twitter Search • Passive • Google Alerts • Twitter Instant Updates • TweetDeck/Hootsuite • Mention
  48. 48. Monitor
  49. 49. Monitor
  50. 50. Monitor
  51. 51. Monitor
  52. 52. Monitor
  53. 53. Engage • Content without conversation is advertising • Respond to comments directed to you • React to other’s commentary • Engage in meaningful discussions • Seek out the “coffee shops” related to your target and engage • “Cocktail party” rules • Start with an introduction and a question • Be humble and respectful • Be you
  54. 54. Nurture • Look for opportunities to add value • Links • Introductions • Answers • Promotion • The easiest way to make friends is to serve • “Service is the price we pay for the privilege of living on this earth.” Gandhi
  55. 55. Nurture
  56. 56. Nurture
  57. 57. Nurture
  58. 58. Summary • • • • Become an organization worth talking about Then facilitate and participate in conversations Social Media are conversation technologies Social media can not only increase your brand awareness, but generate donations • Successful social media combines content and conversation
  59. 59. Social Media Publish Nurture Syndicate Engage Integrate Monitor
  60. 60. www.westminster-mo.edu

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