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Nonprofit Social Media Learning Series - Marketing Communication

Part I of the Nonprofit Social Media Learning Series: Marketing Communication was delivered at the 2011 Nonprofit Technology Conference on March 17th, 2011.

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Nonprofit Social Media Learning Series - Marketing Communication

  1. 1. Nonprofit Social Media Learning Series<br />Part I: Marketing Communications<br />
  2. 2. The Social Media Learning Series is designed to assist more intermediary and advanced non-profit users. Throughout 2011, NTEN, Blackbaud and Common Knowledge will co-host four sessions developed as combination lecture and interactive workshop sessions. Each session will focus on a particular area of expertise or business use for social media within a non-profit organization.<br />Part 1: Marketing and Communications <br />Part 2: Fundraising (TBD, Chicago, IL)<br />Part 3: Engagement & Program Delivery (TBD, San Francisco, CA)<br />Part 4: Technologies & Integration (TBD, New York, NY)<br />About the Social Media Learning Series<br />
  3. 3. #smlearning<br />#11ntc<br />If You’re Tweeting:<br />
  4. 4. Jeff Patrick<br />President & Founder<br />Common Knowledge<br />@commonknow<br />Your Hosts for today's sessions<br />Chad Norman<br />Internet Marketing Manager<br />Blackbaud<br />@chadnorman<br />
  5. 5. (40 minutes)<br />Introductions<br />Social Media Program Stages<br />Strategic Alignment<br />Key Performance Indicators<br />(40 minutes)<br />WORKSHOP: 1-2 Big Ideas<br />DISCUSSION: 1-2 Big Ideas<br />(30 minutes)<br />Visual Brand Alignment<br />Listening and Responding<br />Risk Management<br />(30 minutes)<br />WORKSHOP: Listening & Responding<br />DISCUSSION: Reputation Management<br />Agenda<br />
  6. 6. you’ve got a social media Strategy, right?<br />The P.O.S.T. method*<br />P = People: Who?<br />O = Objectives: Goals?<br />S = Strategies: Outcomes?<br />T = Technologies: Tools?<br />* From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies<br />
  7. 7. Where are you on the social journey?<br />As your organization’s social media program matures, it should be moving from a focus on tactics to strategy. <br />STAGE 1<br />Traditional<br />STAGE 2<br />Experimental<br />STAGE 3<br />Operational<br />STAGE 4<br />Impactful<br />Traditional marketing operations consisting of one-way communication. <br />Pushing content to supporters with little back-and forth chatter.<br />Dabbling in social media, but efforts are disconnected from organizational goals. <br />Fractured efforts and silos with no real coordination of activities and measurement.<br />Social activity is more embedded in organizational operations.<br />Internal policies, dedicated staff, channel alignment, and campaign integration.<br />Social activity drives real, measureable results at organization.<br />Tools and systems are in place to allow staff to have perform meaningful engagement with supporters.<br />.<br />
  8. 8. Strategic Alignment<br />Organizational Goals<br />Marketing Communications Goals<br />Social Media Goals<br />
  9. 9. Strategic Alignment<br />Create your strategy by aligning social media goals with organizational objectives.<br />Determine what key performance indicators you will use to measure the outcomes you desire and manage the program. <br />Finally, choose tactics that can be used to execute the strategy.<br />Inspired by: SOCIAL MARKETING ANALYTICS:<br />
  10. 10. Comments<br />Demographics<br />Downloads<br />Email and RSS subscriptions<br />Likes<br />Favorites<br />Followers<br />Forward to a friend<br />Ratings<br />Registrations<br />Referrals<br />Reviews<br />Time spent on Site<br />Uploads<br />Votes<br />Widget Installs<br />Key performance indicators (kpi)<br />
  11. 11. Valuable Things to Do with Social Networks<br />
  12. 12. Junior AchievementFacebook express<br />Case Study #1 - Communications/Marketing & Service Delivery <br />
  13. 13. Youth Education<br />Junior Achievement Company Program<br />Reaches millions of youth around the world<br />Education curriculum for teens<br />Teams of ~20 youth form a company<br />Meet face-to-face weekly (16 weeks)<br />Build the company (sell stock, finances, operations)<br />Design, produce, market and deliver a product<br />
  14. 14. Youth Education<br />Facebook Express<br />Private community inside Facebook<br />Companion electronic portal for the Company Program<br />Teams communicate, collaborate, and work together<br />Helper electronic tools for all aspects of the curriculum<br />Worldwide collaboration between teams<br />
  15. 15. Community at a glance<br />Junior Achievement - Facebook Access<br />
  16. 16. Facebook Application<br />
  17. 17. CharityJunior Achievement<br />ProjectFacebook Access | JA Company Program<br />
  18. 18. Company Dashboard<br />
  19. 19. Tools Menu<br />
  20. 20. Interactive Payroll Report<br />
  21. 21. Interactive Employee Roster<br />
  22. 22. Member Invite Feature<br />
  23. 23. Community Staying in Touch - Socially<br />Teams consulting with teams via discussion group<br />Adult volunteers advising teams via messaging<br />Team management & coordination via text (SMS)<br />Web + telephone team meetings<br />National & international team competitions<br />Completely virtual Company Program teams<br />
  24. 24. Juvenile diabetes research foundationType 1 Talk<br />Case Study #2 – Communications/Marketing & Service Delivery <br />
  25. 25. Juvenile Diabetes Research Foundation - Facebook Page<br />
  26. 26. Juvenile Diabetes Research Foundation<br />Type 1 Talk Campaign<br />Facebook Application Page<br />
  27. 27. Facebook Application Page<br />
  28. 28. Homepage of Type 1 Talk<br />
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  32. 32.
  33. 33. # House Parties: 75 | # Viewers: 300 | # App Likes: 2,336<br />
  34. 34. ASPCA2011 $100K Challenge<br />Case Study #3 – Communications/Marketing & Service Delivery <br />
  35. 35. Crowd-sourcing the solution<br />
  36. 36. Contest Awards<br />
  37. 37. Education for contestants on professional communications skills & best practices<br />
  38. 38.
  39. 39.
  40. 40. Organizational Goal: Save more animal lives<br />Project Role: <br />Recruit and engage a network of independent shelters across the U.S. to save more animal lives.<br />Market ASPCA among professionals and their local community as a national presence engaged in saving animal lives<br />Benefits<br />Save more animal lives<br />Build the ASPCA brand among consumers and animal welfare professionals<br />Metrics: <br /># additional animal lives saved, # participating shelters, # online community members, # votes (commty members), # press hits (all media), # new email subscribers, Facebook fans, Twitter followers, # social interactions<br />Motto: “Make the shelters famous to build the ASPCA brand”<br />ASPCA: Goals, benefits & Metrics<br />
  41. 41. Benefits of Socially-Enabled Communities<br />
  42. 42. Workshop: Strategic Social Media Projects<br />
  43. 43. Social channels often provide the first impression for supporters. Fields to Families’ social channels lack a strong visual brand.<br />Brand Alignment: Visual<br />
  44. 44. Brand Alignment: Visual<br />The Foundation for Jewish Camp not only included their logo, but some great photos showing off their mission.<br />You still get a nice avatar with the logo<br />
  45. 45. The American Red Cross does a great job if integrating their visual brand into their Facebook page. It’s more than just a logo! <br />Brand Alignment: Visual<br />
  46. 46. The American Red Cross carries their visual brand across their various social channels. Own your visual presence! <br />Brand Alignment: Visual<br />
  47. 47. Everyone’s Saying Something<br />
  48. 48. Turn the Megaphone Around<br />Photo via altermark:<br />
  49. 49. What<br />Should My<br />Nonprofit<br />Be Listening<br />For?<br />
  50. 50. You should be listening for:<br />Keywords from your website<br />Mentions of your organization <br />Your executive director’s name<br />Special events you’re running <br />Causes you support <br />Campaigns you’re managing <br />
  51. 51. Listening is the key to happy supporters<br />“We love our parents so much because they loved us first - that's how brands need to think.”<br /> - Gary Vaynerchuk at SXSW<br />
  52. 52. Community Guidelines<br />Web Site Privacy Policy<br />Moderator Guidelines<br />Community Resources<br />Organizational Policy – Employee Participation in Social Networks<br />Moderator Wiki<br />Community Management Documents<br />
  53. 53. Community Management Policy Documents<br />
  54. 54. Presents Rules and Guidance for:<br />Membership (Age, Status, etc.)<br />User Generated Content – Member Exposure<br />User Generated Content - Copyright<br />Reporting Abuse<br />Culturally Appropriate Conduct<br />Improper Language<br />Spamming<br />Multi-Posting, Bumping and Hijacking<br />Community Guidelines<br />
  55. 55. Legal restrictions and conditions for membership:<br />Ownership<br />Purpose<br />Registration<br />Ownership of Intellectual Property<br />User Posting and Correspondence<br />Your Responsibilities<br />No Spam<br />Content Contributed by 3rd Parties<br />Contests, Sweepstakes and other Promotions<br />Disclaimer, Limitation of Liability, Indemnification<br />Etc.<br />Terms of Use<br />
  56. 56. Training Manual and Guidance for Moderators:<br />Moderation Guidelines<br />Identity, Legal, Behavior, Board Etiquette, Smut Standards<br />Moderator Roles<br />Review process for reported content<br />Media Types and review processes<br />Problem User Policy<br />One-time rate offenders<br />Typical problem users<br />One-strike offender users<br />Minor/Major infractions list<br />Escalation<br />Moderator Guidelines<br />
  57. 57. Policy for Employees participating in Social Media:<br />Know and follow CCS policies & Comms guidelines<br />Protect your privacy; careful what you publish for longterm<br />Identity yourself<br />Conversational tone<br />Use disclaimer for external site posts<br />Respect copyright and fair use laws<br />Get approval before quoting partners or clients<br />Respect the privacy of people with cancer<br />Don’t provoke others<br />Correct your own mistakes<br />Stay within your role; quote approved sources<br />Employee Participation Policy<br />
  58. 58. Select cross-functional team<br />Research best practices<br />Write draft policies & procedures<br />Submit for internal review to pertinent dept’s<br />Revise draft into 1st final policy & procedures<br />Test on Target Community<br />Revise 1st final into 2nd final and release broadly<br />Steps to Prepare Your Policies & Documents<br />
  59. 59. Cross-Functional Team to Develop Policy<br />
  60. 60. Workshop: Social media listening and Responding<br />
  61. 61. Questions?<br />
  62. 62. Jeff Patrick<br />President & Founder<br />Common Knowledge<br />@commonknow<br />Thanks!<br />Chad Norman<br />Internet Marketing Manager<br />Blackbaud<br />@chadnorman<br />