This document discusses how non-profits can use social media for marketing. It provides background on the speaker and an overview of popular social media platforms. Key points include: social media allows for "attraction marketing" through transparency and sharing content; case studies show how ZipCar and PhillyCarShare used Facebook ads successfully; and LinkedIn is best for professional networking, profile enhancement, and joining relevant groups. The document suggests non-profits develop a social media strategy and presence on platforms like Facebook and LinkedIn to engage supporters and potential partners.

1. Social Media for Non-Profit
Businesses
Nicole Newman
May 19th, 2012

2. Agenda
• My Background
• Social Media
• What is Marketing?
• What is Attraction Marketing?
• Transparency increases attraction
• Traditional Marketing Techniques
• Why Facebook Advertising works
• Case Studies
o ZipCar
o PhillyCarShare
• Linkedin

3. My Background
• Born in Washington DC
• Social Media expertise (1800+ Linkedin, 8000+ Facebook)
• Non profit experience
o The Enterprise Center
o A.I.C.P.
o Urban League of Philadelphia
o Entrepreneur Works
• Examiner.com/Philadelphia writer for
o Business Technology
o Business Events
o Small Business Tax

4. What is Social Media?
• Social media is online content created by people using highly
accessible and scalable publishing technologies. At its most basic
sense, social media is a shift in how people discover, read and share
news, information and content.
• It is the democratization of information, transforming people from
content readers into publishers.
• Social media has become extremely popular because it allows
people to connect in the online world to form relationships for
personal, political and business use.

5. Social Media Websites
• Facebook – 750 Million Active users (70% outside
the US)
• Myspace – 120 Million Active Users
• Blogs - 55 million active users (declining)
• Linkedin – 130 million registered users
• Twitter – not disclosed
• YouTube - over 100 million videos a day
• Plaxo
• Yelp

6. Facebook Statistics
http://www.facebook.com/press/info.php?statistics
• More than 35 million users update their status each day
• More than 3 million active Pages on Facebook
• More than 1.5 million local businesses have active Pages on
Facebook
• Average user spends more than 55 minutes per day on
Facebook
• Every month, more than 70% of Facebook users engage with
Platform applications
• There are more than 250 million active users currently
accessing Facebook through their mobile devices.

7. What is Marketing?
Marketing is belief in yourself transferred to someone else.
All people (someone else) are -
1) Customer
2) Potential Customer
3) Referral Marketing Partner
a. Local business
b. High Scool Classmate
c. College Alumni
Social Media is not who you know but WHO KNOWS YOU!

8. What is Attraction Marketing?
Attract is to exert a force on (a body) causing it to approach or
prevent it from moving away;
Attraction Marketing utilizes free or low cost social media tools
to "become the hunted"

9. Traditional Marketing Techniques
PUSH (TV, Radio, Newspapers, Magazines, Billboards, Program
Guides)
Versus
PULL (Social Media, Websites, Radio Interviews...)
"It is not who you know but who knows you" -
http://www.otiscollier.com/its-not-who-you-know-but-who-knows-
you/

10. Transparency to increase attraction
Networking Exercise --
There is attraction based on
your high school, college or
neighborhood. Must disclose
in order to attract and let the
web work for you (go wide)

11. Build Your Brand
• Marketing belief in yourself transferred to someone
else
o Testimonials
o Visual appearance
o Print
o Integrations -- Website
 YouTube
 Facebook
 Linkedin
• DEFINE YOUR SOCIAL MEDIA STRATEGY
o Platform - Facebook
o Platform - Linkedin
o Platform - Foursquare
o Platform - Yelp

12. Facebook Ads Work!
Facebook uses the power of influence (John X likes the ad)
Facebook uses the status updates as content for the ad
meaning the ads dynamically change without programmer
intervention
Influence and Expert knowledge = attraction marketing

13. Case Study - PhillyCarShare

14. Case Study - ZipCar

15. How to use Facebook for branding
• Use your home page for lead generation
• Research prospects based on name and picture
o 70% of all facebook users look at pictures
o Quote - "Facebook says more than 3 billion photos are
being uploaded every month.."
• Connect with Friends of Friends
• Respond to other interesting posts
• ACCEPT all "friend" (someone else) requests
• BE CONSISTENT
• MAINTAIN A "fan" page

16. How does Linkedin work?
Three levels of Engagement
• On-line Resume
o continuous update
o can PDF
• Recommendations
o stand out from the
crowd
o useful for job search
• Groups
o build common interest
o target market

17. Enhancements to Social Media
Presence
• Content to attract target market
• Landing Page (fan page is website for facebook)
• Favorite pages (reciprocal relationship with other
Businesses)
• Membership - what is their incentive to
o Become a fan
o Suggest to friends
o Automate tracking tools
• ADVERTISE!!!!!

18. What does this mean for NIM Council?
• How does this framework apply to the council’s goal of
reaching & informing parents and caregivers?
• Where can I and my organization plug in ?

19. http://www.facebook.com/newmannetworks
http://www.newman-network.com
http://www.linkedin.com/in/nicolenewman
Upcoming events -
http://newmannetworks.eventbrite.com