Social media for social causes


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Presentation from workshop for Volunteering Queensland

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  • Social media is a collection of internet tools used used for the creation and exchange of content. In a marketing context, Social media is the use of social networks, online communities, blogs or any of the 2.0 tools for marketing, sales and pr
  • Social networking is about connecting with people. The help to broaden your networks of private and professional contacts. They can also be used by organisations as a marketing tool. Social media is a collection of tools that can be used to achieve your business goals
  • Australians are big users of social networks
  • Three of the world’s most popular brands are social networking sites – Facebook, YouTube, Wikipedia
  • Build trust / reputation with audience Facilitates ‘word of mouth’ Find out what people really think Engage with customers Increase exposure Nurture evangelists Drive traffic to websites Advertise
  • Because of this, normal marketing methods won’t work.
  • There are literally hundreds to choose from but the trick is to pick those that will work for you: that will be the ones your customers – or potential customers – are using.
  • Social media for social causes

    1. 1. Social media for a social cause Skye Doherty July 2010
    2. 2. CC image:
    3. 3. <ul><li>Find out what social media is </li></ul><ul><li>Learn how to use it as a marketing tool </li></ul><ul><li>Discover the tools you can use </li></ul><ul><li>Develop a strategy for your oganaisation </li></ul><ul><li>Start building a social network profile </li></ul>Today you will …
    4. 4. A short film to get you in the mood …
    5. 6. ?
    6. 7. Tweets ahead: Aussies embrace social media Posted Mon Feb 1, 2010 6:00pm AEDT Updated Mon Feb 1, 2010 7:05pm AEDT Australians are leading the world when it comes to time spent on social media sites, with a new survey showing we spend on average almost seven hours a month on sites such as Twitter and Facebook.
    7. 8. Time spent on social networking sites: December 2009
    8. 9. Increase in views of online VIDEO STREAMS Increase in time spent watching videos on social networking sites Percentage of internet users VISIT social networking or blog sites Data year-on-year, October 2009 Source: Neilsen Newswire 26% 66% 98%
    9. 10. Great! So everyone’s doing it. But what does it mean for NONprofits?
    10. 11. “… a tremendous opportunity [exists] for nonprofits to participate as trusted providers of credible information and ultimately cultivate the next generation of major donors through the social web” Philanthropy 2.0 Social Media Research Social media for social causes study: the results /
    11. 12. Found that the greatest opportunities were in the 30-49 age bracket. Within this group … Donated more than US$1,000 Source: 47% Philanthropy 2.0 78% Participated in social media 27% Trust it for important philanthropic information
    12. 13. trust engagement &
    13. 16. <ul><li>Want authenticity – not spin </li></ul><ul><li>Want useful information </li></ul><ul><li>Want to participate </li></ul><ul><li>Are willing to contribute </li></ul><ul><li>Want information on demand </li></ul>Understand your audience
    14. 17. <ul><li>` </li></ul>“ The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organisation as a leader … “ What works is a focus on your buyers and their problems. What fails is an egocentric display of your products or services.” David Meerman Scott The New Rules of Marketing and PR
    15. 18. <ul><li>Engage … it’s a conversation </li></ul><ul><li>Be a person, not a nameless brand </li></ul><ul><li>Involve the whole organisation </li></ul><ul><li>Prepare to lose control </li></ul><ul><li>Give your ‘friends’ the chance to act </li></ul><ul><li>Generate good content </li></ul><ul><li>Have a plan for maintaining profiles </li></ul>Rules of engagement
    16. 19. Where to begin ?
    17. 20. CC image:
    18. 21. <ul><li>Where is your audience? </li></ul><ul><li>How are others using social media? </li></ul><ul><li>Is anyone pretending to be you? </li></ul><ul><li>What are your goals? </li></ul><ul><li>What type of content do you have? </li></ul><ul><li>How will you maintain your sites? </li></ul>Plan: answer these questions
    19. 22. <ul><li>Share content </li></ul><ul><li>Maintain relationships </li></ul><ul><li>Monitor and measure </li></ul><ul><li>Manage donations / sales </li></ul>Things you can do
    20. 23. Content Relationships Measurement Donations
    21. 24. Integrate social media with existing strategies
    22. 25. <ul><li>Add links to your website </li></ul><ul><li>Use the social media press release </li></ul><ul><li>Upload fresh content </li></ul><ul><li>Listen to what people are saying </li></ul><ul><li>Participate in discussions </li></ul><ul><li>Respond to issues </li></ul><ul><li>Nurture evangelists </li></ul><ul><li>Be honest and open </li></ul>Tips
    23. 26. Now … get social
    24. 27. <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Resources
    25. 28.