Social Media Integration for Non-Profits

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Social Media Integration for Non-Profits

  1. 1.
  2. 2. Nonprofit Online Engagement StrategiesASAE 2010Twitter Hashtag: #ASAE LR2<br />
  3. 3. Who Are You?<br />Mike Schaffer<br />Social Media and Online Marketing Manager<br />Background in Sports/Entertainment PR<br />PR and Social Media Blogger<br />Among PR Pros on Twitter: Top 100, Top 30, #21 Most Influential<br />Twitter: @mikeschaffer<br />Kelly Stewart<br />Interactive Reporting Manager/ROI Specialist<br />Background in Project Management, Design, Analytics and Marketing;<br />Hiking and Eco-volunteer club head<br />Twitter: @kellystewart<br />
  4. 4. …And What Do You Do?<br /><ul><li> Advertising agency with digital, branding and design teams
  5. 5. Offices in Washington, DC; Nashville, TN (HQ); Hawaii
  6. 6. Agency in-house resources</li></ul> - Brand campaign development<br /> - Online advertising<br /> - Website development<br /> - Social media management<br /> - Photography and video production<br /> - Custom publications<br /> - Contact center<br /> - Chats, comments, calls and emails with client prospects<br />
  7. 7. What is Social Media?<br />Social media is a universe of online networks that allow people around the world to connect with each other every day.<br />Each network has different audiences and features.<br />“Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.” <br />– Ron Jones, Search Engine Watch <br />
  8. 8. Staggering Stats!<br /><ul><li> Over 600 million people access social media sites daily. (laptops, desktops, mobile)
  9. 9. Facebook alone has over 200 million unique visitors every day.
  10. 10. People will spend 700 BILLION minutes per month on Facebook.
  11. 11. 51% of active Twitter users follow companies, brands or products on social networks.
  12. 12. As of February 2010, Twitter reported an average of 600 Tweets per second.
  13. 13. LinkedIn: Growing at roughly one new member per second.
  14. 14. 24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion views per day.
  15. 15. 70,000 new blogs go onto the web every day.</li></li></ul><li>The Major Networks<br />
  16. 16. The Profilers<br />Facebook: Share status updates, photos, videos, links; play games – The Super Network<br />LinkedIn: “Online Resume,” best professional networking platform<br />MySpace: Similar to Facebook, but much smaller, and users skew younger<br />
  17. 17. The Specialists<br />Flickr: Online photo albums<br />YouTube: Video – uploading and sharing<br />Twitter: Microblogging<br />FourSquare: Geo-Location<br />
  18. 18. Other Online Avenues<br /><ul><li> Bookmarking (Delcious, Digg, etc.)
  19. 19. Blogs (Wordpress, Blogger)
  20. 20. SlideShare
  21. 21. Other geo-location (GoWalla, BrightKite, etc.)
  22. 22. EventBrite (tickets)
  23. 23. Meetup.com (local group and event mgmt.)
  24. 24. Last.fm/Blip.fm/Pandora
  25. 25. Evite
  26. 26. And even e-mail!</li></li></ul><li>Strategy & The Content Calendar<br />
  27. 27. Who’s Running The Show?<br /><ul><li> Knowing how to Tweet does not make you a social media expert.
  28. 28. Social Media is a unique blend of advertising, marketing and PR that should be integrated into your overall communication strategy.
  29. 29. New form of market research
  30. 30. Scalable, cost-efficient
  31. 31. Controlled message
  32. 32. New business/member/donor generation
  33. 33. Strategy and tactical/execution can be different people.</li></li></ul><li>Content Types<br /><ul><li> Content comes in all shapes and sizes
  34. 34. Links to your/other websites
  35. 35. Photos
  36. 36. Videos
  37. 37. News releases
  38. 38. Crisis response
  39. 39. Polls/surveys
  40. 40. Success stories
  41. 41. And more…</li></li></ul><li>Content Streams (A Partial List)<br /><ul><li>Company News
  42. 42. Company History
  43. 43. Your People
  44. 44. Important Causes/News Links
  45. 45. Thought Leadership Essays
  46. 46. Website Links
  47. 47. Linking Strategy (celebrities, partner organizations, vendors)</li></li></ul><li>Strategy<br />The BIG Question: What should you put on which networks when?<br />Step 1 – Choose the networks you want to be on, considering functionality, target audience and sustainment.<br />Step 2 – Find content that relates to and promotes your brand/agency image.<br />Step 3 – Try posting different content at different times (morning, midday, afternoon, evening) to see when your network responds.<br />Step 4 – Adjust as necessary: each network has unique standards and rhythm.<br />
  48. 48. Why Use A Content Calendar<br /><ul><li> Organization
  49. 49. Efficiency
  50. 50. Accountability
  51. 51. Record-Keeping
  52. 52. Advanced Planning</li></li></ul><li>
  53. 53. Other Tools for Content and Strategy<br /><ul><li> Mashable.com
  54. 54. Seesmic/TweetDeck
  55. 55. Hootsuite
  56. 56. Google Calendar
  57. 57. Famundo
  58. 58. Mobile apps (Facebook/Twitter)</li></li></ul><li>Tracking and Reporting<br />
  59. 59. Importance<br /><ul><li> If it isn’t documented, it didn’t happen
  60. 60. Document “as you go” especially with Facebook
  61. 61. Think ahead, and track it even if you don’t think you’ll need to report it
  62. 62. Someone will ask you about ROI down the road
  63. 63. Keep interesting factoids in your head
  64. 64. Document all processes</li></li></ul><li>Tools<br /><ul><li> Facebook/MySpace/YouTube
  65. 65. Excel
  66. 66. Google Analytics
  67. 67. Acrobat Professional
  68. 68. Hootsuite, TwitterStats.com
  69. 69. Wufoo.com for polls
  70. 70. Adobe SiteCatalyst (Omniture)</li></li></ul><li>Top 5 Metrics You Should Follow<br />1) Traffic to website via Google Analytics<br />2) Sources of traffic (referring domains)<br />3) Traffic trends to key pages (donation, membership, etc)<br />4) Facebook “Like” growth<br />5) Email marketing trends (subscriber rates, clickthrough rates, conversions)<br />
  71. 71. Case Studies<br />
  72. 72. SemperFi Fund<br />Complete rebranding impacting all online properties<br />New logo and website (launched last week)<br />Using Facebook and Twitter to drive traffic to website, where they have online donation form<br />Social Media is a traffic-builder, NOT a fundraiser<br />Switching from Facebook “group” to a “fan page”<br />SCREEN GRAB(S)<br />
  73. 73. Hands On Nashville<br />Official city volunteer mobilization after Nashville floods in May<br />Used email, Facebook and Twitter to drive traffic to volunteer opportunity signups on website<br />Social Media is a communication tool<br />
  74. 74. Hands On Nashville:Flood Response Volunteerism<br />77,073 - The approximate number of volunteer hours donated to flood recovery by Hands On Nashville volunteers between May 2 and July 27.<br />19,291 - Number of volunteers who donated their time to participate in flood-related volunteer programming coordinated by Hands On Nashville between May 2 and July 28.<br />$1,606,972 - The projected economic impact of Hands On Nashville flood volunteerism, according to Independent Sector research, between May 2 and July 27<br />1,026<br />The number of project sites coordinated by Hands On Nashville between May 2 and July 28.<br />
  75. 75. Hands On Nashville:Flood Response Volunteerism<br />Number of people reached by Hands On Nashville’s flood-related communication vehicles:<br />24,623<br />Facebook followers.<br />137,073<br />Unique users visiting ww.hon.org since May 1.<br />3,950<br />Twitter followers. <br />
  76. 76. ASPCA<br />Nearly 500,000 Facebook Fans!<br />Over 400 videos posted on YouTube.<br />#36 Most Subscribed of All Time for Nonprofits.<br />Common theme and goals among all social <br /> media sites – adoption and donation.<br />Posts frequently to Facebook and Twitter to <br /> maintain interest.<br />*Image retrieved from www.Facebook.com/ASPCA<br />
  77. 77. Southwest Airlines<br />Blog & major networks<br />Click ‘n Save/DING! e-blasts<br />iPhone App<br />Online check-in<br />Over 1,000,000 Twitter Followers<br />As airlines are struggling, Southwest is growing, with better-than-expected Q2 2010 profit<br />
  78. 78. National Guard<br />www.facebook.com/nationalguard<br />www.twitter.com/nationalguard<br />Goal-oriented campaign – recruiting<br />Videos, photo galleries, polls & more<br />Informative apps<br />Messaging targeted to networks<br />Promotional interaction<br />Community Management Team<br />Over 525,000 Facebook fans<br />7 million YouTube channel views<br />#1 Traffic driver to website<br />
  79. 79. Questions?<br />Mike Schaffer <br />michael.schaffer@iostudio.com<br /> Twitter: @mikeschaffer<br />Kelly Stewart<br />kelly.stewart@iostudio.com<br /> Twitter: @kellystewart<br />Website: www.iostudio.com<br />

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