110514 ez0ne-ioftech-practical-social-media


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Using social networks for fundraising - a practical guide - The Institute of Fundraising Technology Groups' - Conference 2011 #IOFTECH

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  • A lot being said about social network, but what’s the reality.
  • Example of a charity who is doing a great job. They have the benefit of having a very switched on Digital Marketing manager and team.
  • Charities should stand to gain the most from social networks as they have to build and motivate multiple communities. Social networks create the opportunity to cost effectively build and engage with these communities and potentially join them together.
  • This rule came out in 2006 and now is out of date – the rule is more 80/20%.User participation often more or less follows a 90-9-1 rule: 90% of users are lurkers (i.e., read or observe, but don't contribute). 9% of users contribute from time to time, but other priorities dominate their time. 1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs.
  • In chapter 2.3.4, the author reviewed the literature that classified WBSNs users according to their levels of participation. In the context of the non-profit market, Kanter (2010 pp. 68-69) proposes another WBSN ladder of engagement comprising of fives levels: “happy bystanders” who are primarily readers or listeners; “spreaders” who are willing to share information about a cause; “donors” who contribute financially; “evangelists” who encourage others to donate and fundraise; and “instigators” who create their own content and campaigns. The author points out that these levels of engagement are not only defined by actors roles and extent of participation, as with the other levels proffered by Kozinets (1999) and Li et al. (2007), but also by a further dimension, in the form of the participants altruistic inclinations and propensity to help others.
  • 110514 ez0ne-ioftech-practical-social-media

    1. 1. Social media practices that work<br />Angus Fox<br />Director<br />@eZ0ne <br />Follow us on<br /> Based upon an Oxford Brookes University <br />research project with the charity sector, 2010.<br />
    2. 2. Topics<br />Why Social Media?<br />Know your audience<br />The four ‘C’s<br />Practical Tools you can use to explore, monitor, react and measure<br />What doesn’t work?<br />Questions to address<br />
    3. 3. Making Social Media Workfor Business<br />Paul Fennemore<br />paul.fennemore@ezone.co.uk<br />0777 5823386<br />
    4. 4.
    5. 5. Why Social Media?<br /><ul><li>67% of Twitter users who become followers of a brand are more likely to buy that brand’s products
    6. 6. 60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend
    7. 7. 74% of consumers are influenced on buying decisions by fellow socialisers after soliciting input via social media</li></ul>Spend on social media marketing in the U.S. <br />will grow annually at a 34% compound rate <br />through 2014. By then, social media marketing <br />will amount to a $3.1 billion industry, surpassing<br /> email marketing in terms of spending.<br />Forrester 2009 <br />One in every 200 UK web visits on Monday were to Twitter.com, according to web measurement firm Experian Hitwise, as people tried to discover which celebrities had been granted gagging orders. <br />@injunctionsuper<br />
    8. 8. Social Networking Works<br />Some practices don’t work<br />Other practices do work<br />
    9. 9. The past was about one to many and shouting the loudest<br />
    10. 10. Is your website a signpost in the desert or a busy intersection?<br />16,000 views<br />3661 Followers<br />3395 Following<br />
    11. 11. So what are they doing well? <br />
    12. 12. Thinking differently<br />Today is about many to many and building communities<br />A smarter approach is required<br />People don’t listen to pushed oubound marketing in the same way on social networks<br />They look at you ifthey want to<br />
    13. 13. What works and what doesn’t <br />
    14. 14. Social Networks should be an ideal medium<br />Fundraisers<br />Benefactors<br />Volunteers<br />Donors<br />Cause<br />Related<br />Marketing<br />Trusts<br />Lobbying <br />& Awareness<br />
    15. 15. Building Communities<br />Network Weaving<br />Knowing your network<br /><ul><li>Mapping out the constellation – community mapping
    16. 16. Identifying the links in the constellation
    17. 17. Surveillance tools are needed</li></ul>Knitting your network<br /><ul><li>Linking disparate or disengaged individuals/groups
    18. 18. Assume the role of network/hub leader
    19. 19. Contribute
    20. 20. Support
    21. 21. Inform
    22. 22. Respond
    23. 23. Interactively engage</li></li></ul><li>But how?<br />
    24. 24. Know your audience<br />
    25. 25. The Four ‘C’s of Social Media<br />This rule came out in 2006 and our research showed more 80/20%.<br />User participation often more or less follows a 90-9-1 rule: <br />90% of users are <br />9% of users contribute from time to time, but other priorities dominate their time. <br />1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs. <br />
    26. 26. Know Your Audience<br />Levels of User Participation<br />General Social Network Users<br />Inactives<br />Spectators<br />Joiners<br />Collectors<br />Critics<br />Creators<br />Consumer Levels of Participation<br />Newbys or tourists<br />Minglers<br />Devotees<br />Insiders<br />
    27. 27. Audience Levels of Participation <br />in Non-Profit Sector<br />Ladder of Engagement<br />Happy bystanders – readers or listeners<br />Spreaders – share information about a cause<br />Donors – contribute financially<br />Evangelists –encourage others to donate/fundraise<br />Instigators – create own content and campaigns<br />Source: Kanter, 2010. People to people fundraising<br />
    28. 28. The New Influencers = 20% of user communities<br /><ul><li>Opinion Leaders
    29. 29. eInfluencers
    30. 30. Market Mavens
    31. 31. Community Evangelists</li></ul>Characteristics<br /><ul><li>Naturally nominated
    32. 32. Frequency of posts
    33. 33. Value of posts
    34. 34. Authenticity/reliability of posts/trust
    35. 35. Responsiveness </li></ul>Behaviours & preferences are now ‘self reported’<br />
    36. 36. Practical Tools you can use to explore, monitor, react and measure<br />
    37. 37. Social influence<br />Klout<br />Peerindex<br />http://klout.com<br />http://www.peerindex.net<br />
    38. 38. Track your market<br />
    39. 39. Mentionmap<br />
    40. 40. Engagement Timeline<br />TwitterStreamGraphs<br />Real uses for these things<br />Deciding when to engage with a post, comment or tweet<br />Understanding the terms and tags that get attention<br />Working out who is relevant and what their connection is<br />Experiment and be brave, this is all new, social gurus don’t know the answers<br />Set your calendar to tweet things in the right place at the right time with www.twical.net<br />
    41. 41. www.twiCal.net<br />Need a reminder to Tweet?<br />Scheduled tweets from a calendar<br />Free Service<br />Please use it and let us know how to improve it<br />Automatic Calendar Tweets<br />
    42. 42. Formulating <br />your <br />strategy<br />
    43. 43. Eight competencies of adoption<br />Leadership<br />Monitoring<br />& <br />managing<br />Strategy<br />Social Media<br />Adoption &<br />Strategy<br />Content<br />Integration<br />Culture &<br />governance<br />Community<br />building<br />Resources<br /> &<br />skills<br />
    44. 44. Questions to address<br />Business/Marketing<br />What are your business objectives, what are you hoping to achieve?<br />e.g. retention, growth, geographical coverage, cost base, productivity,<br />competitive advantage, brand image/awareness, search rankings, staffing, new sources of revenue .<br />How do these objectives support and tie into your overall business objectives?<br />How will your strategies integrate with and support other initiatives?<br />How will you measure your performance, KPI’s?<br />What are the risks and how do you mitigate them?<br />Platforms/Communities<br />What forms of social networks and media can you exploit and why?<br />What communities/networks are your target audiences already hanging out in?<br />
    45. 45. Questions to address<br />Audience Engagement<br />Who are your target audiences and how do you categorise them?<br />How do you get to be where your communtities are?<br />How are you going to build online communities, followers, fans, subscribers etc?<br />What role/s do you want visitors and communities to play?<br />Operations<br />Where does it sit in the organisation/who owns it?<br />What resources (people, skills, funding) do you need?<br />What is your content strategy?<br />What technologies do you need?<br />What controls (and culture) will work best for your business and how will you operate them? e.g. employee participation. <br />How can we use social enterprise collaboration systems?<br />
    46. 46. Angus Fox<br />angusf@multizone.co.uk<br />Success<br />Path<br />Your<br />Media<br />Social<br />To<br />@eZ0ne <br />Follow us on<br />
    47. 47. Social Media Revolution 2010 - 4.30 mins <br />http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&playnext=1&list=PL1A8935BB7DCAE853<br />