Social Media That Works for Nonprofts


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This presentation reviews a range of information including how to use social media to engage, manage a crisis and more.

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  • More than 200 applications out on the internet in which to connect with others. Of these – many fall under the term social media.
  • Folks were tweeting 5,000 times a day in 2007. By 2008, that number was 300,000, and by 2009 it had grown to 2.5 million per day. Tweets grew 1,400% last year to 35 million per day. Today, we are seeing 50 million tweets per day—that's an average of 600 tweets per second.
    People are watching hundreds of millions of videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 20 hours of video is uploaded to YouTube
    Facebook users are sharing five billion pieces of content a week, or five times as much as they were in July, according to new statistics the company released this month. As of Feb 2010
  • Survey – conducted July 2009 - “Social Impact – Social media in the Nonprofit Sector – a survey of nonprofit communications executives” – Weber Shandwick and KRC Research
  • So, now what? We know the history and we’ve seen the power of word-of-mouth through Sharon’s mind-blowing stats and the promoter/detractor slide, but how do you decide—especially with tight budgets and little staff, which social media platforms do you integrate into your plan?
  • In today’s environment, you have to grow bigger ears!
    You might ask, Where do you begin listening? Set up Google Alerts, use free tools like Social Mention, and more to hear what others may be saying about you.
  • Nonprofits often have an advantage over companies in that they have great, emotional stories to tell. Tell them often – and ask people to share. It’s the digital Jerry’s Kids 24/7
    If legislation passes that will hurt you, talk about it and discuss the “why” behind the problem
  • The 1% rule states that the number of people who create content on the internet represents approximately 1% (or less) of the people actually viewing that content (e.g., For every one person who posts on a forum, there are at least ninety-nine other people viewing that forum but not posting).
  • As an example, this is a plan we created for another attraction, The Atlanta Contemporary Art Center. Their goal was to establish them as a go-to destination in the social, cultural and educational Atlanta scenes.
    To achieve this “go-to” status, the attraction needed to reach out on multiple fronts. We wanted the outreach to be measurable, so we would know when we have achieved (or missed) a benchmark for success. This client has four objectives: media coverage, sponsorships from Atlanta based corporations, Traffic/Visitation, and special event revenue through facility use.
  • These measurable objectives are then reached by creating behavioral strategies that cause our target audiences to take action. For example, we can use the client’s Facebook page to educate younger audiences on contemporary art. Those FB posts might engage a sorority or fraternity to schedule an event at the attraction. Strategies detail the approach you will make and the message you want to convey to your target audiences.
  • Tactics are the actual steps you take to carry out the strategies and achieve the measurable objectives. They define timelines, responsibilities and action items.
  • Here is the completed plan on one page. We call this a marketing dashboard because it’s a great tool for C-levels to use to keep the pulse on where marketing department are in achieving the organization’s goal.
    This dashboard shows a color-coded legend for the leadership team’s areas of responsibility. The leader in yellow got the lion’s share of this work .
  • Our challenge with the Garden was to drive about 160,000 folks to fork up the $15 admission fee to see the exhibition in the first six months---and we were in the heat of the recession. The budget was T-I-G-H-T, so we needed media relations efforts that would inundate every target market with the messages explaining WHY the Moore in America exhibit was a not-to-be-missed opportunity.
    Our integrated solution was to have a totally branded campaign---every element of collateral, every press release, even the tickets had the same look and feel. We launched a social media program focused on Facebook and a blog --- The FB page ran photo contest, mommy/child promotions, and more; the blog posted commentary from horticulturists, botanists, bronze sculpture experts, etc. And the visual aspect of these monumental Moore sculptures provided a great vehicle for us to create a comprehensive media relations program.
    The results---we exceeded the visitation goal by more than 20,000, knocked media impressions out of the garden and even had reporters going to the blog to snag photos for their stories instead of going to the media site we’d set up just for them. The FB page boasted over 4,300 engaged fans at the end of the Moore exhibit. In the midst of a financial recession, the Garden dug its way to great success, and a major factor in that success was social media.
  • In this scenario, the cobbler’s kids wanted to have shoes. AMA needed to walk its talk by demonstrating its abilities in the social media realm.
    AMA Atlanta, the nation’s second largest chapter, launched FB, Twitter, a blog called Marketing Tapas and a Linked In page for members only…
    All four were integrated and with some phenomenal results.
    In 7 months, there are more than 300 fans, 550 Twitter followers and 3 blog posts a month. Plus---Twitter helped AMA move the needle with a recent networking event from 80 folks at $35/each to 169---essentially doubling their revenue.
  • 56% said social media was important or somewhat important for reporting and producing stories - Graphic by Cision
    Yet 84% use information delivered via social media more cautiously than info delivered via traditional media as they think it is less reliable
    Results of the research are based on 371 responses conducted in autumn 2009 by Cision and director Don Bates of The George Washington University's Master's Degree Program in Strategic Public Relations. More than 47% of the questioned journalists had more than 20 years' experience.
  • Zero Hour:crisis hits
    Hour 6: you’ll know whether the issue breaks into mainstream news. Often bloggers and twitter users will post links to news stories
    Hour 12: sharing begins to occur – people will be digging the coverage, viewing the videos, sharing it on social networks
    Hour 18: typically begin to see people editorialising about the issue – adding their POV to whatever has happened. Also appearing in search
    Hour 24: often much of the damage has been done and will continue to build or die off
    IMPORTANT: the first six hours are critical point where you need to determine whether it’s appropriate to respond, or not.
  • All relevant consumer media = don’t just read the paper and watch the morning news. Google alerts will go a long way in catching information, however there can be a lag. Set up RSS feeds of relevant outlets, and get information pushed to you the minute it happens. It’s free – set up Google Reader or Feed Burner or any RSS feed reader, and set up your feeds. Tweet Deck also lets you easily monitors posts around a topic or keyword – also free.
  • Don’t bury the “donate” or “give” button at the bottom of the home page, or make it be more than 1 – 2 clicks. Test design layouts in Google Optimizer to see what works best.
  • Social Media That Works for Nonprofts

    1. 1. Engage Online: Social Media Tactics That Work for Nonprofits PRSA November 9, 2010
    2. 2. Revolution or Fad?
    3. 3. The Original Social Networks • 70’s: Discos • 80’s: Group Travel • 90’s: Wine Tastings • 60’s: The Royal Order of the Water Buffaloes and… Book, Bridge, Garden Clubs
    4. 4. Today, It’s a Digital Party • Blogs • E-mail marketing • Mobile marketing – Apps – Coupons – Shopping • Social media – Facebook, Twitter, YouTube, Flickr • Web TV
    5. 5. Word of Mouth Visualized
    6. 6. Conversation Prism
    7. 7. Mind Blowing Stats • 20,000,000 • People who become fans of Facebook pages per day • 50,000,000 • The average number of Tweets per day on Twitter • 100,000,000 • Active users accessing Facebook through their mobile devices • 2,000,000,000 • The number of YouTube videos viewed per day. A new video is uploaded every minute/24 hours a day • 4,000,000,000 • The number of photos archived on Flickr (10/09) • 5,000,000,000 • The amount of content shared each week on FB
    8. 8. Social Media Use by NPOs • 51% of NPOs are active users of SM • 67% say SM is changing how they communicate with broad external audiences, but not stakeholders • 52% do not currently have the infrastructure, staff and expertise to take full advantage of SM’s potential • 83% of NPO executives understand that SM makes it easier for supporters to organize independently – underscoring how critical it is for NPOs to demonstrate their value and relevance to advocates • 79% said the true value of SM has yet to be determined for their organizations
    9. 9. Role of Digital in NPOs • Outreach and engagement with prospects • Deepens supporter relationships • Stems attrition • Provides richer experience • Allows for 2-way dialogue and engagement • Emergency fundraising • Instantaneous and flexible
    10. 10. Social Media Builds Brands
    11. 11. How do nonprofits engage online?
    12. 12. 1. Start With Listening • Looking for PR and marketing opportunities? • Surveying? – Conducting focus groups? • Using information gathered as an early warning system for issues? • Acting on findings? • Tracking social media mentions and sentiment? • Aligning metrics with internal goals?
    13. 13. 2. Move to Conversation • Market “the emotion” vs. just the brand • Use news to generate conversations • Create a sense of urgency – ‘A donation today will help’ vs. we need your help year- round • Continually promote benefits of services/programs
    14. 14. 3. Turn Talk Into Action • Convert interest into action • Inform and motivate prospects • Encourage viral marketing • Ask for the “membership order”
    15. 15. Best Practices Keep your database clean and segmented Know your keywords Tailor messages to targets and test for success Make it personal Use emails, social media, landing web pages Reach your “1%ers” – Get your evangelized customers to sell for you Encourage rating and reviews Collaborate for new programs & services Integrate with your marketing plan
    16. 16. • Clearly outlined goal: – Establish ACAC as a go-to destination – Drive traffic, membership, sponsorship • Next Step: Objectives – Measurable • Increase – Media coverage by 25% – Sponsorship by 2% – Traffic by 28% – Younger audience – Increase facility rental by 10%
    17. 17. • Strategies are the behavioral actions you want your audiences to take • E.g., – Define and increase media targets to gain added coverage – Use social media to engage and educate a younger audience – Etc.
    18. 18. Integrated Marketing Plan • Tactics – Actual steps to accomplish strategies – Define responsibilities and time frames
    19. 19. Marketing Dashboard
    20. 20. Case Studies
    21. 21. Atlanta Botanical Garden • Challenge – Drive 158,000 visitors through exhibition in six months in recession – Obtain 10 million media impressions in three months • Solution – Branded, integrated campaign – Launched social media platforms – Produced comprehensive media relations program • Results – Exceeded visitation goal by 20K – Media impressions = 28 million in 6 months, a $370,000 ad value – FB page boasted 4,300 fans
    22. 22. Imagine It! Children’s Museum • Challenge – Grow Facebook fans from 300 to 1,000 – Raise awareness of next big exhibit, Curious George: Let’s Get Curious • Solution – 6-weeks of contests to engage fans • Curious George trivia, how are kids curious?, rainy day fort photos and more – Posted contest on media websites – Engaged mommy bloggers • Results – >700 new fans – for a total of 1,002 – Secured 17 million impressions on 35+ blogs and online event listings
    23. 23. AMA Atlanta • Challenge – Launch social media for the chapter • Solution – Created Facebook, Twitter, blog and LinkedIn (members only) – Marketing Tapas blog links to FB and Twitter – Integrating Web site’s Jobs and News sections into LinkedIn – Launching a Twitter promotion to coincide with membership drive • Results – in 1 year, AMA Atlanta has: – 500+ Facebook fans – 1,073 Twitter followers – helped to grow event attendance from 80 to 169 – 2-3 blog posts per month
    24. 24. Media’s Use of SM • An overwhelming majority of media use social media sources for researching their stories • 56% say social media is important for reporting and producing the stories they write • All journalists are using Google, followed by 61% using Wikipedia for online research • 89% of journalists make use of blogs for online research, while 96% turn to corporate websites
    25. 25. Using SM in a Crisis • News spreads lightning fast • People demand hyper- transparency • Dialogue is as critical as message delivery • Brand detractors have same tools Portions from Ogilvy On: Social Media for Crisis Management
    26. 26. Sharing CRISIS HITS Mainstream 0 Hour Hour 6 Hour 12 Hour 18 Blogs Hour 24 Search Editorial #1 - Speed The First 24 Hours Micromedia Ogilvy On: Social Media for Crisis Management
    27. 27. Using SM in a Crisis • Monitor all relevant consumer generated media, not just traditional media • You may need to react fast – in a matter of hours, not days – Experience in social media will help • Have a streamlined approach and a team in place – Know how you will “speak” • Respond in the channels being used Portions from Ogilvy On: Social Media for Crisis Management
    28. 28. Measuring Social Media • Set your metrics in Dec. • Only measure information that is valuable to your organization – Create a dashboard – fans, followers, mentions – growth by month • Write down the definition of success – knowing it may change over time • Work with an agency that has access to a paid measurement system – Costs could range from $60 - $240/month
    29. 29. Be Flexible • Change tactics with new technology • Facebook is the platform to beat now
    30. 30. What’s Next in Social Media Social CRM is a part of social business that helps companies make sense of (and then act on) the data they collect from social customer interactions.
    31. 31. Social CRM
    32. 32. Conclusions • Nonprofits can deliver an experience • Use the emotional tie and communicate that via your social media and digital channels • Make sure it’s easy to give via your website – People spend 80.3% of their time on web pages above the fold • Change the way the organization looks at ROI • Conversations = conversions • Know your benchmarks -
    33. 33. Resources • – • Smart Briefs on Social Media • Mashable • How to use Facebook Causes to Grow Your Non • Social Media Measurement – Twitalyzer – How Socialable? • Blog: Causes Exchange
    34. 34. Contact Us Sharon Goldmacher, President & CEO Renee Spurlin, Director 404. 814.1330