DMA Social Networking

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Utilizing social networks to gain access to new donors and advocates - the presentation from my panel talk at 2007 DMA Nonprofit conference

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DMA Social Networking

  1. 1. Social Networking International Rescue Committee
  2. 2. Social Networking – Why? <ul><li>Utilize social networks to gain access to new donors and advocates </li></ul><ul><ul><li>Drives donations (find new donors) </li></ul></ul><ul><ul><li>Petition Signatures (find new activists) </li></ul></ul><ul><ul><li>Increases “subscribers” </li></ul></ul><ul><ul><ul><li>Newsletter, RSS, iTunes etc… </li></ul></ul></ul>
  3. 3. What’s Working <ul><li>Referral traffic </li></ul><ul><li>Specific conversions </li></ul><ul><ul><li>Stop Violence Petition </li></ul></ul><ul><ul><li>Newsletter signup </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><li>New, younger audience reach </li></ul>
  4. 4. What’s Not Working <ul><li>Not a complete picture statistically </li></ul><ul><ul><li>Some data hard to get </li></ul></ul><ul><ul><ul><li>RSS, Flickr, SecondLife etc… </li></ul></ul></ul><ul><li>Staffing model </li></ul>
  5. 5. Myspace
  6. 6. Facebook
  7. 8. Measuring Success <ul><li>Referral traffic </li></ul><ul><li>Specific conversions </li></ul><ul><ul><li>Stop Violence Petition </li></ul></ul><ul><ul><li>Newsletter signup </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><li>But… </li></ul><ul><ul><li>No data/hard to get </li></ul></ul><ul><ul><ul><li>RSS, Flickr, SecondLife etc… </li></ul></ul></ul><ul><li>Not a complete picture statistically </li></ul>
  8. 9. Stop Violence Petition <ul><li>Stop Violence Petition </li></ul><ul><ul><li>The Long Tail: 85 different referrals/sources </li></ul></ul>
  9. 10. Best Practices - Beginners <ul><li>What are you waiting for – get going! </li></ul><ul><li>Learn on your own – set up your own profile! </li></ul><ul><li>Think hard about “identity” management </li></ul><ul><li>Don’t worry too much about tracking at first </li></ul><ul><li>Make life easy - repost existing content/images/video </li></ul><ul><li>Include a way to sign up for your e-newsletters </li></ul>
  10. 11. Thank You!

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