Jumpstart Interactive: Social Media for Charities 1110


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A presentation to the South East Charity Forum on using Social Media to drive donations and build communities.

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Jumpstart Interactive: Social Media for Charities 1110

  1. 1. Social Media and Social Networking for Charities 6th October 2011
  2. 2. All about...• Social media• Marketing• Audiences• Challenges• Opportunities• Tools• Best/worst practice
  3. 3. Social media is...“an umbrella term that defines the variousactivities that integrate technology, socialinteraction, and the construction of words,pictures, videos and audio”“any tool or service that uses the internetto facilitate conversations” Brian Solis, Engage
  4. 4. “..millions of online conversations every day..”
  5. 5. Social Media c. 1591 “We  are  adver)is’d  by  our  loving  4iends”   Henry VI, Part III
  6. 6. c.6th October 2011• Over 152 million blogs• More than 90 million tweets daily• 750 million + facebook users• Nearly 120 million LinkedIn users (growing by +1 million every two weeks)• Over 3 billion views on YouTube a day (200 million via mobile)
  7. 7. The (social) state we’re in• 89% of emails are spam• 1 in 5 divorces are blamed on facebook• One third of Americans would rather go without sex than be without their mobile (smart) phone for a week• 20% would go shoeless....
  8. 8. Social = Global
  9. 9. Top social networking sites: registered users (millions)800600400200 0
  10. 10. Social (Media) Marketing
  11. 11. From old media to “new” media
  12. 12. From silos to convergence Advertising Advertising PR Social Marketing CustomerPR Marketing Service
  13. 13. What’s marketing about now?• Influencing behavioural change• Communication, interaction, engagement• Friends, fans, followers• Influentials, Advocates, Tribes, Communities• Connecting with internal and external audiences
  14. 14. From peripheral to “must have”• 66% of UK businesses agree that social media activity is essential to their marketing efforts (74% globally)• 41% of UK businesses report winning new business through social media (up from 33% in 2010)• 48% of UK companies use social media to connect and communicate with customers (52% globally)• 50% of companies encourage their staff to join business networks (53% globally)• 33% of UK companies devote 20% of their marketing budget to social media marketing (39% globally) Regus survey of 17,000 managers and business owners (4,000 UK respondents) June 2011
  15. 15. From peripheral to “must have”• Technology consultancy firm Gartner predicts that by 2014, some 20% of organisations will make a social network the hub of their business communications.• A recent study of 644 US companies concluded that the use of social media as a marketing tool not only builds better brand exposure, but also generates leads that result in real customer acquisition.
  16. 16. Social = business development Hubspot: The State of Inbound Marketing 2011
  17. 17. Social media toolsbecoming more important
  18. 18. Social Media & Charities
  19. 19. A Perfect Match?• Stories• Causes• Communities• Communication• Engagement• Action
  20. 20. Use of social media bytop 50 fundraising charities (UK) Source: nfpsynergy April 2011
  21. 21. Opportunities vs Challenges
  22. 22. • Reach • Perceived lack of control• Direct/instant • Consequences not thought communication through• Real-time interaction • Negative comment• Positive engagement • Negative engagement• Community-building • No/little response• Brand awareness • Home truths• Research • May need to spend more• Fundraising • Additional resources?
  23. 23. = Strategy!• Reach • Perceived lack of control • Audiences• Direct/instant • Consequences not thought • Objectives communication through • ROI• Real-time interaction • Negative comment • Planning• Positive engagement • Negative engagement • Contingency• Community-building • No/little response • Management• Brand awareness • Home truths• Research • May need to spend more• Fundraising • Need for additional resources?
  24. 24. Social Marketing Strategy• Audience: who are you talking to? Who do you need to reach? Where are they? What are they interested in? How can you add value?• Objectives: do you need to build your brand? Your profile? Your endorsements? Your revenues? Your partners? By how much?• ROI: how will you know if you’ve been successful? What is your measure of success? By when?• Planning: how will you achieve that ROI? What resources will you need? How much time will you allocate? What will you prioritise?• Contingency: what will you do if you are thrown off-track? How will you respond?• Management: how will you manage this? What training will you provide? How will you lead?
  25. 25. What not to do: The Gap
  26. 26. What not to do: Kenneth Cole
  27. 27. How to do it: Old Spice Guy
  28. 28. Old Spice Guy Campaign Results8000 to 563 000 to70,000 1,245,415in two days + 121% + 107% in one month + 55% in next three months
  29. 29. Key Social Media Marketing Tools
  30. 30. Blogging
  31. 31. Blogging Quick Facts• “Publick Occurrences”, the USA’s first newspaper, had a blank sheet for readers’ comments• Now over 152 million blogs• 80% abandoned within first month• UK’s top blog is mashable.com (5m+ monthly views)
  32. 32. Charity blogging
  33. 33. Why blog?• Brand-building• Credibility• Profile• Competitive advantage• Thought leadership• Relationship-building• New business development
  34. 34. How to blog• Preparation is key!• Strategy: audience, objectives, content?• Branding: individual vs company?• Resources: who, how often, when?• Platform: Wordpress, Posterous, Tumblr, industry-specific?• Content: inhouse, external?• Community-building: comments, debate, moderation?• Brand reputation: responding to negativity?
  35. 35. Blogging Top Tips• Select an easy-to-use platform eg: Wordpress• Incorporate your blog into your website for traffic and traction• Theme your blog appropriately: the most effective blogs have a point and purpose• Consider your audience: who are you writing for and what do you want them to do?• Use visuals, multimedia, charts, questions to give your blog life• Make your headlines count: who, what, where, when, why, how?• Don’t over keyword your blog: Google doesn’t like it and nor do readers• Schedule and plan your blog: worse to start and stop than never start!
  36. 36. Twitter Quick Facts• 200m+ registered users• 7m+ UK Twitter users• Over 90 million tweets daily• 25% contain links• 500,000 new accounts per day
  37. 37. Why use twitter?• Brand-building• Profile• Authority• Communication and interaction• News• Research• Knowledge-building
  38. 38. How to tweet• Strategy: audience, objectives, content?• Branding: individual and/or company?• Resources: who, what, when?• Engagement: building conversation and interaction• Integration: linking strategies
  39. 39. Twitter Top Tips• Have a short (ish) user name to maximise ease of use/RTing• Don’t broadcast: chat and communicate• RT as appropriate: share and thank often• Consider your personality and persona: be appropriate• Follow useful and interesting people/groups/lists (search by #)• Regularly check and clean your “followers” list• Use automated tools to spread your tweets eg: #in, #fb• Use aggregators like Tweetdeck, Hootsuite to track tweets, mentions, RTs, your favourites, your clients, and to schedule your tweets
  40. 40. YouTube Quick Facts• Fourth most visited website in the world• Second largest search engine• 48 hours of content uploaded every minute• Over 3 billion views a day• 200 million views via mobile
  41. 41. Why use YouTube?• Brand-building• Profile• Authority• Competitive advantage• Relationship-building• New business development
  42. 42. How to use YouTube• Strategy: audience, objectives, content?• Branding: individual and/or company?• Resources: who, what, when?• Engagement: building interaction• Integration: blogging and vlogging
  43. 43. YouTube Top Tips• Claim your brand: set up a dedicated channel for your business• Customise your channel to better brand your business• Tag (keyword) your videos so they can be easily found• Consider your audience: what’s going to be of value to them?• Consider your personality and company persona: be appropriate• Keep it short and sweet!• Create “calls to action” to encourage comments and interaction• Integrate your YouTube videos into your website and social spaces (link and watermark)
  44. 44. LinkedIn
  45. 45. LinkedIn Quick Facts• Nearly 120 million registered users worldwide• Almost 7 million in the UK (third largest)• One new member every second• 70% of users are male• 80% of users are “decision-makers”• 700,000 + groups
  46. 46. Why use LinkedIn?• Brand-building• Profile• Networking• Share knowledge and expertise• Find/advertise jobs• Research• Knowledge-building
  47. 47. Members by industry
  48. 48. How to use LinkedIn• Strategy: audience, objectives, content?• Branding: using profiles to build and control your brand• Networking: do’s and don’t’s• Sharing expertise: groups and answers• Integration: using LinkedIn tools to build your brand• Research: using LinkedIn Search
  49. 49. Words to Avoid in your ProfileProven track record Entrepreneurial Dynamic Innovative Team playerFast-paced Results-oriented Motivated Problem-solver Extensive experience Data: LinkedIn
  50. 50. LinkedIn Top Tips• Include a photo (current and professional)• Complete your profile• Obtain references (quality over quantity)• Contribute (groups, Q&A)• Use ability to integrate blogs, other software eg: Slideshare, Box.net• Use the search feature for research and marketing• Don’t “cold call”: get introduced properly
  51. 51. Thank you! Bringing brands and business to life: marketing, design, social mediafiona@jumpstartinteractive.com0773 9300 322@fionamulliner