Implementing A Social Media Marketing Program


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Presented at CASE Online Strategies Conference, Nov. 2009

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  • Too often, social media marketing efforts start something like this. In our office, we heard it from the director of communication, whose daughter is in college and on Facebook, and from the VC, whose son makes video on YouTube. Chances are that somewhere in your administration, there are people who have heard about social media and think it’s a good idea to jump on the bandwagon.
  • The reality is that social media is immature and the promise more mythical than the results.
  • Better to look at your existing strategy and determine how social media tools might enhance your current programs.
  • Social media never ends: it’s a long-term committment If you’re entering a social environment, you can be sure you’ll be expected to engage in a 2-way conversation. People will also expect you to be authentic and human.
  • Peter Kim maintains a list of more than 1000 social media marketing examples (from the corporate world) - he did a visual analysis here. You can see that Blogs, social networks like facebook, microblogging like twitter, and sharing videos on youtube are in greatest use. Point out: PR - social releases; There will always be new tools, new technology, new social spaces - so how do you choose?
  • Spent some time researching best practices for choosing social media tools and came to the conclusion that there are no magic checklists that tell you which tool is right for you. Need to get to know some of the most common tools and determine which ones would be best to support your marketing goals. Video, for example, is great for generating emotions.
  • Facebook is useful for creating a network of supporters.
  • Blogs allow you to communicate in a thoughtful way and invite feedback.
  • Twitter lets you get the word out right now - and create a community of followers who have asked to receive your updates.
  • Gifts made from 9/10-9/15 3 new donors Several had made a gift in 08 Most from the last 5 years - one outlyer 5/8 repeat givers increased gifts
  • Quickly look at this case study - a well-funded professionally created campaign - as a way of getting ideas for what’s possible for getting the word out and increasing reach for future fundraising efforts.
  • Create interest with videos and celebs - if you don’t have will ferrell, could be done with notables from school or inspirational stories
  • Create urgency by putting a time limit on the program - 30 days to get the word out, raise funds. Web site is a home base for all information And a path to giving.
  • Note the ease of inviting people on FB. Get the word out.
  • Success measured in views, but also in reach - embedded blogs, news coverage, friend acceptance. Tried to contact DI about the giving results, but didn’t get an answer.
  • One-day campaign with 2 objectives - set world record for for the most social mentions in 24 hours and raise a penny per tweet, status update, or blog mention. Made site made buttons and badges available - and continues to be a fund-generating site for the featured cancer organizations.
  • From analysis of obama campaign
  • Plenty of free tools and guides to help you keep track of your brand online. Use google to create a home page of tools. Can’t listen to everything all the time, but before you jump into an social network - it’s worth checking out how people are talking, and how they are talking about you.
  • Cincinnati Bengals receiver has gotten into trouble for tweeting during games. Latest news is he’s launching his own social news network on twitter and will report out leaks from all NFL teams.
  • Scandals include companies paying for favorable reviews Backlash among twittering moms over a that suggested that “babywearing,” while fashionable, was painful on the body. Mom’s revolted by tweeting and retweeting until it became - in one day - one of the highest tweeted issues online. You Tube video responses followed - and then calls for a boycott - in about 3 days. Within the week, Motrin had removed the ad from their website.
  • Interesting report I found that breaks down different approaches for measuring social media - if you’re struggling with this, I suggest taking a look at his paper Sample social media metrics framework Pillars of social media measurement Hard to collect sometimes
  • Analytics can tell you about traffic Hard to get significant user data from twitter, facebook. At Berkeley, we didn’t like the fact that with Facebook Causes, all donations might go through their third-party vendor. We’ve talked to them about an option that allows us to send traffic directly to our giving site, but we haven’t gotten very far on that, so we’re looking at creating a similar application that connects to our site. What are people’s experiences with collecting data on social media applications?
  • In an immature space like social media - you’ll learn a lot by trying different tactics We did a soft ask in a newsletter with a video and didn’t get the results we were hoping for - learned more about the best way to position an ask
  • 235,000 using causes But fewer than 1 percent of those who have joined a cause have actually donated money through that application. Three had raised more than $100,000 88 had raised $10,000
  • Many big companies, and many of you out there, are creating positions in the organization dedicated to new media UCB development/marcom has one person full time on the alumni community (includes working with vendors and campus partners) and 3 others who pitch in resources on giving projects Spread out the cost on tools with campus partners - look at alumni base for new technology at a discount If someone’s being a jerk - a lot of attention gets drained toward dealing with the explosion If you’re a small school, get by with student help, what happens when students leave?
  • Beth extended that by including: Involvement Interaction Intimacy Influence
  • Implementing A Social Media Marketing Program

    1. 1. Implementing a Social Media Marketing Program for Fundraising
    2. 2. “ We need to be on Facebook.” This is not a social media marketing plan.
    3. 3. Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better. Overheard by Avinash Kaushik Analytics Evangelist, Google
    4. 4. Ask yourself... How can social media support our marketing and fundraising objectives?
    5. 5. Ask yourself... “ The minute you talk, people will expect you to listen.” <ul><li>What do donors look for in philanthropic social media? </li></ul><ul><li>information from a highly credible or quality source </li></ul><ul><li>a trusted organization </li></ul><ul><li>interacting with other donors </li></ul><ul><li>interact with philanthropic experts </li></ul><ul><li>- Community Philanthropy 2.0 Survey, Mashable </li></ul>Josh Bernoff - June 2009 “ Why marketers have trouble with full-duplex social technology” Stop thinking “campaigns” and start thinking “conversations.” Marta Kagan Managing Director, Espresso What do my donors want from me?
    6. 6. Social Media Toolbox Peter Kim -
    7. 7. Choosing the right tool for the job What are you trying to do? Inspire
    8. 8. Choosing the right tool for the job What are you trying to do? Connect
    9. 9. Choosing the right tool for the job What are you trying to do? Communicate
    10. 10. Choosing the right tool for the job What are you trying to do? Communicate in real time
    11. 11. Case study Facebook DonorBadge UC Berkeley New Alumni Challenge
    12. 12. Case study Facebook DonorBadge
    13. 13. Case study Facebook DonorBadge
    14. 14. Case study Facebook DonorBadge
    15. 15. Case study Facebook DonorBadge * Facebook Statistics $6,000 $8,250 Potential additional gifts (@ $150 / donor) 40 55 No. of conversions to Giving Site 4330 6110 Potential no. of friends reached via Newsfeed (avg. no. of friends per donor = 130*) 31 (8%) 47 (8%) Donors who shared on Facebook Newsfeed 68 (17%) 81 (13%) Donors who used donorbadge 391 613 Total number of online donors Oct 1-27, 2009 Sept 2009 Metrics
    16. 16. Case study Facebook DonorBadge
    17. 17. Case study Facebook DonorBadge <ul><li>Benefits: </li></ul><ul><li>extends the network of donors </li></ul><ul><li>creates word of mouth momentum </li></ul><ul><li>increases participation through peer influence </li></ul><ul><li>engages young alums through social networks </li></ul><ul><li>enriches giving experience with personal touch </li></ul>
    18. 18. Case study Burma: It Can’t Wait <ul><li>Goals: </li></ul><ul><li>branding/outreach campaign </li></ul><ul><li>educate and promote action </li></ul><ul><li>raise awareness and support </li></ul>
    19. 19. Case study Burma: It Can’t Wait <ul><li>50 videos distributed on YouTube </li></ul><ul><li>celebs educating and asking for public support </li></ul><ul><li>videos direct traffic to microsite </li></ul>
    20. 20. Case study Burma: It Can’t Wait <ul><li>microsite provides additional information about Burma </li></ul><ul><li>encourages people to spread the word about conditions </li></ul><ul><li>invites people to help raise money to support relief efforts </li></ul>
    21. 21. Case study Burma: It Can’t Wait <ul><li>facebook app provides info on campaign </li></ul><ul><li>encourages word-of-mouth marketing, participating </li></ul><ul><li>link to support campaign </li></ul>
    22. 22. Case study Burma: It Can’t Wait <ul><li>Results: </li></ul><ul><li>1M+ views of videos </li></ul><ul><li>video embedded in 100s of blogs </li></ul><ul><li>coverage in NYT, LA Times </li></ul><ul><li>facebook app had 2x average friend-acceptance rate </li></ul><ul><li>microsite had 6:48 minute average user engagement </li></ul>
    23. 23. Case study #BeatCancer
    24. 24. Social media rules to live by <ul><li>be a “who” not an “it” </li></ul><ul><li>establish trust </li></ul><ul><li>listen and learn </li></ul><ul><li>create social media policy </li></ul><ul><li>manage risk </li></ul><ul><li>collect data </li></ul><ul><li>experiment, lightly </li></ul>
    25. 25. Social media rules to live by be a “who” not an “it”
    26. 26. Social media rules to live by establish trust
    27. 27. Social media rules to live by Listen and learn
    28. 28. Social media rules to live by Create a social media policy
    29. 29. loss of trust community backlash legal action Manage risk Social media rules to live by
    30. 30. Collect data Social media rules to live by “ Social Media Measurement: It's Not Impossible” Journal of Interactive Advertising Chris Murdough, Mullen Advertising
    31. 31. Collect data Social media rules to live by Innovative measurement techniques: Facebook campaign that counted how many women were willing to make a statement online about cervical cancer Marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews. Josh Bernoff, Forrester Research
    32. 32. Social media rules to live by <ul><li>Experiment lightly, or </li></ul><ul><li>“ Try again. Fail again. Fail better.” </li></ul><ul><li>One-off student-made video vs. expensive flash campaign </li></ul><ul><li>Test with emerging technology vs. contract with established vendor </li></ul><ul><li>Interact with community before putting up Facebook Fan page </li></ul>
    33. 33. Social media: worth the investment?
    34. 34. Social media: worth the investment? <ul><li>ownership, advocates </li></ul><ul><li>people </li></ul><ul><li>time </li></ul><ul><li>tools </li></ul><ul><li>community / risk management </li></ul><ul><li>long-term commitment </li></ul>
    35. 35. Social media: measuring ROI
    36. 36. Discussion
    37. 37. Case study: Facebook DonorBadge
    38. 38. Case study Facebook DonorBadge