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Ventureneer social media best practices for nonprofits-stengel

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Ventureneer's lessons from real life show nonprofits how to leverage social media to get results.

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Ventureneer social media best practices for nonprofits-stengel

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  2. 2. Social Media Best Practices for Nonprofits Stengels own success with social media, as well as her background as a social entrepreneur and consultant to nonprofits make her well-qualified to extract the useful nuggets from the survey data. Her own business, Ventureneer, has been cited in Marketing in Web 2.0 World, by Peter VanRysdam, as a case study in effective use of a website, and in Twitter Marketing: An Hour a Geri Stengel Day, by Hollis Thomases, for her use of Twitter in President launching the Ventureneer brand. She has also been Ventureneer cited by Inc. Magazine and Mashable.2
  3. 3. Social MediaBest PracticesFor Nonprofits3
  4. 4. Agenda• Background• The 5 steps to effective use of social media • Know who you want to reach • What you want to accomplish • Which social media does this best • How much you want to spend • Measure effectiveness• What are you afraid of?• Tips for moving forward4
  5. 5. Using Social Media• Yes/No Poll5
  6. 6. The Marketing Landscape Is Changing Traditional Marketing Social Media · Message pushed to consumer · The consumer pulls message · One-way message · Two-way, interactive · Interrupts conversation · Company generates content · Permission-based, engages · Hard to measure results · Nonprofit/user generate content · Real time metrics6
  7. 7. Don’t Surrender: Choosing Media Hasn’t Changed • Know who you want to reach • What you want to accomplish • Which social media does this best • How much do you want to spend • How to measure effectiveness 7
  8. 8. Who Do You WantTo Reach?8
  9. 9. Who Do You Want to Reach? Please type your response in the chat box to right.9
  10. 10. Questions• First Bullet – Second level • Third level – Fourth level » Fifth level10
  11. 11. What Do You Wantto Accomplish?11
  12. 12. What Are Your Goals With Social Media? Please type your response in the chat box to right.12
  13. 13. Reasons for Using Social Media Total (%) Build/maintain awareness of the organization, its cause 92 Build and maintain community 76 Increase traffic to website 68 Advocacy 44 Raise money 43 Mobilize and coordinate people 39 Recruitment (e.g. staff, volunteers, board) 32 Cause Marketing 31 Reduce spending on marketing 28 Increase search engine rankings 23 Program delivery 21 Sell product / services 17 Test effectiveness 14 Market research 11 Crisis management tool 613
  14. 14. Reasons for Using Social Media Power Total Users (%) (%) Build/maintain awareness 92 90 Build and maintain community 76 83 Increase traffic to website 68 90 Advocacy 44 59 Raise money 43 54 Mobilize and coordinate people 39 49 Recruitment (e.g. staff, volunteers, board) 32 46 Cause Marketing 31 50 Reduce spending on marketing 28 22 Increase search engine rankings 23 37 Program delivery 21 32 Sell product / services 17 37 Test effectiveness 14 10 Market research 11 17 Crisis management tool 6 1214
  15. 15. Use and Effectiveness of Social Media Among Nonprofits Use of Social Media Effectiveness With Social Media Facebook 96% Facebook 22% 60% Twitter 78% Twitter 20% 50% YouTube/other video site 68% YouTube/other video site 23% 57% LinkedIn 14% 45% LinkedIn 60% Blog 18% 55% Blog 52% Discussion groups 14% 50% Discussion groups 42% RSS feed 13% 54% RSS feed 37% Podcasting 22% 44% Podcasting 23% Social tagging 10% 47% Social tagging 22% Wikis 17% 44% Wikis 19% MySpace 3% 27% MySpace 18% Recommendations 9% 42% Recommendations 17% Text fundraising 9% 47% Text fundraising 15% Very Ef f ective Somewhat Ef f ective 15
  16. 16. Effectiveness of Social Media: Dabblers vs. Power Users Nonprofits Rating 48 Social Media Very Effective 36 36 28 31 31 27 27 27 25 24 16 17 16 14 12 12 11 10 1-4 5-9 10-24 25+ Hours Per Week Spent on Social Media Facebook Twitter YouTube LinkedIn Blog 16
  17. 17. Climbing Toward Social Media Effectiveness • Measure • Build Community • Build Relationships • Identify Influencers • Listen17
  18. 18. Questions• First Bullet – Second level • Third level – Fourth level » Fifth level18
  19. 19. Which SocialMedia Does WhatBest?19
  20. 20. Social Media Landscape• Spread the word• Enhance creditability• Create a community• Build connections20
  21. 21. Why Facebook • 500 million+ users – Builds brand – Engages friends – Drives traffic to your site – Generates leads – Increases loyalty – Spread virally – Has targeted advertising21
  22. 22. Why Twitter? • 190 million users • Tweeting 65 million times a day – Generates traffic and leads – Gets you in front of high profile people – Establishes you as thought leader – Engages your market – Improves search engines rankings – Researches – Gets questions answered – Manages reputation22
  23. 23. Frequency of Doing Twitter and Effectiveness Very Effective Total At Twitter Tweet / retweet (%) (%) Daily or More Often 39 7923
  24. 24. Why YouTube or Other Video Service? • Exceeds 2 billion views per day – Demonstrate your product – Multi sensory – Emotional – Reinforce your message in a different format – Improve search engine ranking – Viral effect24
  25. 25. Frequency of Doing YouTube and Effectiveness Very Effective Total At YouTube Create / upload video to web (%) (%) Weekly or More Often 16 3925
  26. 26. Why LinkedIn? • 70 million users • Business tool – Increase your visibility – Use for prospecting – Establish creditability – Conduct competitive intelligence – Improve search engine results – Get recommendations – Check people out before you meet them26
  27. 27. Why Blog? • Quick and easy • Inexpensive • Search engines love blogs • Establish credibility • Manage reputation • Appear accessible • Builds awareness • Differentiates you • Exploits a niche • Builds a community27
  28. 28. Frequency of Blogging and Effectiveness Very Effective At Publish your own content Total Blogging on a website or blog (%) (%) Weekly or More Often 52 8528
  29. 29. Optimize Your Social Media Content for Search29
  30. 30. Questions• First Bullet – Second level • Third level – Fourth level » Fifth level30
  31. 31. A Wide Range of Metrics Are Available• Friends, Followers, Fans• Comments/Subscribers• Tweets/Retweets• Web traffic, page views, time, bounce rates• Click-throughs• Back links• Media mentions• Influence• Sentiment31
  32. 32. Measurement Guidelines• Focus on measuring what matters to the nonprofit.• Focus on what can be counted in a practical and affordable manner.32
  33. 33. Continuously Improve33
  34. 34. Questions• First Bullet – Second level • Third level – Fourth level » Fifth level34
  35. 35. What Are YouAfraid of?35
  36. 36. What Are You Afraid Of?Please type your responsein the chat box to right.36
  37. 37. What Are You Afraid Of? Don’t Use Use Social Social Media Media (%) (%)Amount of time it takes 67 56Lack of financial resources 49 41Not convinced of the value/ROI 40 61Lack of concrete measurement 42 38Lack of clear guidance/procedures 34 51Resistance from management 18 21Seems too complicated 15 14Resistance from the Board 7 14Not appropriate for our organization 7 1237
  38. 38. Tips for MovingForward38
  39. 39. Tolerate Failure. It Is Critical to Social Media Success39
  40. 40. Start Slowly…You’ll Catch Up40
  41. 41. Invest in Training41
  42. 42. Listen, Before You Leap42
  43. 43. Picking the Team and Tools to Maximize Efficiency43
  44. 44. Balance Empowerment with Accountability44
  45. 45. Integrate Into Your Overall Marketing Efforts45
  46. 46. Questions• First Bullet – Second level • Third level – Fourth level » Fifth level46
  47. 47. Resources• One stop resources social media as they are used by nonprofits• The Network Nonprofit, Beth Kanter, Allison Fine• GOING SOCIAL: Tapping into Social Media for Nonprofit Success Beth’s Blog: How Networked Nonprofits Are Using Social Media to Power Change• Online Marketing: Whats the Right Mix for You?• Facebook – http://mashable.com/guidebook/facebook/ – http://ventureneer.com/webclass/will-facebook-replace-google-adwords• Video overview of importance of social media The Twitter Guidebook LinkedIn – LinkedIn for Nonprofit Organizations – Small Business Owners, Freelancers, Consultants: Keep Your Project Pipeline Full Using LinkedIn• SEO Best Practices: 20 Questions• The 10 Social Media Metrics Your Company Should Monitor• Whats The Social Technographics Profile Of Your Customers?47
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