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By<br />Chris kenney, coco design<br />Kenda Hembrough, uwf<br />How to Leverage Social Media & New Technology for Fundrai...
Tips & Trapsin Social Media Marketing<br />Presenter–  Chris Kenney<br />
Chris Kenney<br /><ul><li>Principal, Coco Design
Singer & Bass player, 4 Bands
583 sites on the Internet when I built my first website
Internet marketing strategist
Not an “expert”</li></li></ul><li>Tips-n-Traps to expect today<br /><ul><li>Facebook T N T
Twitter T N T</li></ul>3 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Social media strategy<br />Mapping<br />Traditional and social web lines are blending… and this is just the beginning<br /...
Social media mantra<br />Control is an illusion<br />Power to the public, THEY are in control<br />Control freaks are left...
Facebook<br /><ul><li>Set up a Fan Page - ask for article.
Tip  Do not use a personal profile for an organization
Great communication channel
Naming trap  You only get one chancefor both the page title and the vanity URL
Naming Tip  You need 25 fans (likes) to get a vanity URL - Facebook.com/username/
Facebook is a cocktail party, don’t push
Become a resource for your fans
Promote events</li></ul>6 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Facebook<br />Tip  Do not use a personal profile for an organization<br /><ul><li>Trap  Created 4 profiles
Trap  Set up band as profile
If you get a request from a business to be their friend they are in violation of the terms of use</li></ul>6 <br />Chris K...
Facebook naming traps<br />Vanity URL<br />Page Title<br />Caps<br />7 <br />Chris Kenney  ©  2011<br />Tips & Traps in So...
Facebook promoting page<br />7 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Facebook<br />Fan Page Report<br />
Facebook<br />Fan Page Report<br />
Twitter<br /><ul><li>Great PR channelif used properly
Opportunity to engage
Monitor brand mentions
Control – learn to let go
Tip  80/20 rule
Be innovative</li></ul>8 <br />Chris Kenney  ©  2011<br />Tips & Traps in Social Media Marketing<br />
Twitter<br /><ul><li>Christi McNeill is nuts about Southwest Air! 1m
Monitor brand mentions
Twitter only promotions
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How to Leverage Social Media & New Technology for Fundraising

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This presentation was given at the Association of Fundraising Professionals West Florida Chapter meeting in April 2011. For the full version of Chris's part of the presentation (Tips & Traps in Social Media) visit www.slideshare.net/cocodesign.

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How to Leverage Social Media & New Technology for Fundraising

  1. 1. By<br />Chris kenney, coco design<br />Kenda Hembrough, uwf<br />How to Leverage Social Media & New Technology for Fundraising<br />
  2. 2. Tips & Trapsin Social Media Marketing<br />Presenter– Chris Kenney<br />
  3. 3. Chris Kenney<br /><ul><li>Principal, Coco Design
  4. 4. Singer & Bass player, 4 Bands
  5. 5. 583 sites on the Internet when I built my first website
  6. 6. Internet marketing strategist
  7. 7. Not an “expert”</li></li></ul><li>Tips-n-Traps to expect today<br /><ul><li>Facebook T N T
  8. 8. Twitter T N T</li></ul>3 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  9. 9. Social media strategy<br />Mapping<br />Traditional and social web lines are blending… and this is just the beginning<br />Strategy…have one! Write it down<br />Part of your overall communication / marketing plan<br />Establish <br />SM policy<br />Voices<br />Message<br />Frequency<br />Etc.<br />LinkedIn<br />Content<br />Blogs /<br />Wikis<br />PR /<br />News<br />Forums<br />S<br />M<br />M<br />Web<br />Site<br />Social<br />Media<br />Workflow<br />Facebook<br />Twitter<br />Search<br />Ratings<br />Analytics<br />YouTube<br />Bookmarks<br />4 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  10. 10. Social media mantra<br />Control is an illusion<br />Power to the public, THEY are in control<br />Control freaks are left behind<br />Learn to let go… yeah, tell that to the lawyers<br />It is all about engagement<br />It’s not about you, it’s about us<br />It’s about connections, relationships<br />It’s about communicating with, not at<br />5 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  11. 11. Facebook<br /><ul><li>Set up a Fan Page - ask for article.
  12. 12. Tip  Do not use a personal profile for an organization
  13. 13. Great communication channel
  14. 14. Naming trap  You only get one chancefor both the page title and the vanity URL
  15. 15. Naming Tip  You need 25 fans (likes) to get a vanity URL - Facebook.com/username/
  16. 16. Facebook is a cocktail party, don’t push
  17. 17. Become a resource for your fans
  18. 18. Promote events</li></ul>6 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  19. 19. Facebook<br />Tip  Do not use a personal profile for an organization<br /><ul><li>Trap  Created 4 profiles
  20. 20. Trap  Set up band as profile
  21. 21. If you get a request from a business to be their friend they are in violation of the terms of use</li></ul>6 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  22. 22. Facebook naming traps<br />Vanity URL<br />Page Title<br />Caps<br />7 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  23. 23. Facebook promoting page<br />7 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  24. 24. Facebook<br />Fan Page Report<br />
  25. 25. Facebook<br />Fan Page Report<br />
  26. 26. Twitter<br /><ul><li>Great PR channelif used properly
  27. 27. Opportunity to engage
  28. 28. Monitor brand mentions
  29. 29. Control – learn to let go
  30. 30. Tip  80/20 rule
  31. 31. Be innovative</li></ul>8 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  32. 32. Twitter<br /><ul><li>Christi McNeill is nuts about Southwest Air! 1m
  33. 33. Monitor brand mentions
  34. 34. Twitter only promotions
  35. 35. Tip  80/20 rule
  36. 36. Two events on twitter
  37. 37. Kevin Smith - 1.7
  38. 38. Plane in the Hudson</li></ul>8 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  39. 39. Twitter<br />View Mentions & Saved Search Quickly<br />8 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  40. 40. Slideshare (bonus)<br /><ul><li>World's largest community for sharing presentations
  41. 41. Business media site for sharing presentations, documents and pdfs
  42. 42. Think of it as YouTube for presentations
  43. 43. http://Slideshare.net / CocoDesign</li></ul>14 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  44. 44. Thank you… thankyouverymuch<br />LinkedIn.com / in / WebJunkie<br />SlideShare.net / CocoDesign<br />http://ChrisKenney.net<br />Twitter.com / chriskenney<br />chrisk@cocodesign.com<br />15 <br />Chris Kenney ©  2011<br />Tips & Traps in Social Media Marketing<br />
  45. 45. Social Media Reaches All Ages<br />Between April 2009 and May 2010, social networking use among internet users grew<br />ages 50-64 grew by 88%--from 25% to 47%.<br />ages 65 and older grew 100%--from 13% to 26%.<br />ages 18-29 grew by 13%—from 76% to 86%.<br />Source: Pew Research Center<br />
  46. 46. Mobile Technology: Meet Social Media<br />2009 Data:<br />
  47. 47. Survey Tools to Gauge Your Audience<br />surveymonkey.com or zoomerang.com <br />$200 per year for unlimited questions and responses<br />UWF Alumni Survey produced:<br />Phone Number Changes/Additions: 669<br />Email Changes/Additions: 302<br />Text message permission: 110<br />Total database updates: 2,784<br />
  48. 48. Are You Part of the Conversation?<br />34% of all online adults “rant or rave about a company, brand or product.” <br />71% of all online adults are influenced by “reviews from family members or friends.”<br />
  49. 49. Pockets of Success<br />
  50. 50. Variety of Fundraising Vehicles<br />
  51. 51. Focus + GET<br />Focus<br />Grab attention<br />Engage<br />Take Action<br />
  52. 52. Focus<br />Single, concrete measurable goal<br />Ex. Thunderbird’s goal: <br /> Raise 750 new alumni gifts in the last six weeks of the fiscal year in order to reach 15% alumni participation<br />Short-term and urgent<br />Focus on the cause, not your organization<br />Clemson University: one fund, not university<br />“Race for the Cure”<br />Identify one person who represents your cause<br />
  53. 53. Grab Attention<br />Cut through the noise with<br />Personally tagged photos on Facebook<br />Emotional pictures<br />Humor (but be careful there)<br />An unexpected slogan or fact<br />Something fun!<br />
  54. 54. Grab Attention<br />NTEN goal: <br />raise $20,000 to send 58 nonprofit staff members to the NTEN Conference<br />Strategy<br />$10,000 match by Convio<br />Holly’s promise to humiliate herself<br />Result<br />Holly’s remake of the Beyonce “Single Ladies” music video<br />Will she meet Beyonce?<br />
  55. 55. Grab Attention<br /><ul><li>71% of journalists have a list of blogs that they check on a regular basis
  56. 56. More than 90% of journalists check blogs at least two to three times per month.</li></li></ul><li>Engage<br />Compel others to care deeply<br />Tell a story<br />Be empathetic<br />Be authentic<br />
  57. 57. Engage Face to Face<br />
  58. 58. Engage Through Multi-channel Communication<br />
  59. 59. Engage through Videos<br />Flip cam: $150<br />Videopad: $70<br />Youtube.com: <br /> “President’s Day at Macalester College”<br />
  60. 60. Take Action<br />Empower friends with tools to act quickly<br />Make it easy and fun!<br />Clear call to action<br />
  61. 61. Focus + GET<br />Focus during a short period of time on 1 measurable goal related to 1 cause represented by 1 person<br />Grab attention with the unexpected, fun, visual and emotional<br />Engage with stories that compel people to care deeply<br />Take action – empower friends with tools to help; must be easy and fun<br />
  62. 62. Develop a Relationship Strategy<br />Goal: Engage, not promote<br />It’s a giant cocktail party!<br />Principles:<br />Generosity<br />Vulnerability<br />Accountability<br />Candor<br />Policy<br />Response time, voices, message, etc.<br />Source: Success Secrets of Social Media Marketing Superstars by Mitch Myerson<br />
  63. 63. Some differences in tactics<br />SOCIAL MEDIA<br />Audience in control<br />Two way / Being a part of a conversation<br />Adapting the message/ beta<br />Focused on the audience / Adding value<br />Influencing, involving<br />User created content / Co-creation<br />BROADCAST<br />Brand in control<br />One way / Delivering a message<br />Repeating the message<br />Focused on the brand<br />Educating<br />Organization Creates Content<br />Source: Slide 10 from "What's Next In Media?" by Neil Perkin<br />
  64. 64. All Types For Various Goals<br />
  65. 65. Nonprofits Are Early Adopters<br />

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