Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.

1. Media is global, social,
ubiquitous and cheap.
- Clay Shirkey
Social Networking
Social Media
Social Engagement
C2009 Creating Results, LLC

2. Agenda
• Social Media Demystified
• Realities of Social Media
• Social Networks Defined
• Managing Your Mindset
• Networks and Tools
• Benefits of Social Engagement
• Responsibility
• Where to Start

3. Social Media Demystified
• Until 500 years ago how did people communicate?

4. From Guttenberg to Google

5. From Guttenberg to Google

6. From Guttenberg to Google

7. From Guttenberg to Google

12. Source: Eric Costa

13. Realities of Social Media
• Even contagious messages die
• 10% forward rate would be great

14. Realities of Social Media
• Reach and Frequency now cheap
• What is the new Challenge?

15. Social Networking Defined
• The stops your brand’s message makes
• Faster, wider, more transparent
• Fewer barriers between you and your audience
• Less control
• Interactive and instant

16. Manage Your Mindset
• Ready to receive
• Move from broadcast to dialogue
• Collaborate

17. Manage Your Mindset - Engage
• Be helpful
• Share knowledge – “teach, don’t sell”
• Tell stories
• Use many channels

18. Manage Your Mindset - Engage
• Involve your audience

20. Networks and Tools
• Social Networking Sites • Online Conversations
– Facebook, LinkedIn, – Blogs
Twitter… – Message boards, forums
– Niche sites – industry – Comments
or passion • Podcasts
• Social (Content) Sharing • Wikis
– YouTube, Flickr • Blogs
– Digg, De.li.cio.us, reddit • Message boards,
forums

21. Who, What, Where: Facebook
Who:
• More than 400 million
active members
What:
• Interactive way to keep in
touch with people you
already know
• Used by individuals,
companies and non-profits
• Centered around a profile
www.facebook.com

23. How: Facebook
• Create profile pages for your organization
• Connect to “friends” and “fans”
• Broadcast status (“What’s on your mind?”) –
connections comment
• Share photos, links, videos
• Add applications and interactive elements
• Become a Facebook Cause
• Accept donations

24. … And Why: Facebook
• Promotion (esp events)
• Word of Mouth marketing
• Advertising
• Marketplace
• Lift brand search results, provide another point of
visibility
• Donations

25. Who, What, Where: LinkedIn
Who:
• 60 million active members
• 150 different industries
What:
• Dominant professional
networking site
www.linkedin.com

27. How: LinkedIn
• Create individual profile, organization page
• Be detailed – public – engaging
• Find people you know and connect (link)
• Share status updates
• Share news
• Ask and answer questions
• Join groups related to industry, job function, more

28. … And Why: LinkedIn
• Networking
• Finding vendors, sources, leads
• Keeping in touch with people in turbulent market
• Posting jobs/hiring – Finding jobs
• Expert advice
• Gather information
• Extend reach of press coverage
• Build profile and trust

29. Who, What, Where: Twitter
Who:
• Estimate 18 million active
users by end of 2009
What:
• Microblogging service
• Users send text-based
updates that are 140
characters or less
www.twitter.com

31. How: Twitter
• Create an account – short description,
link to website, picture/graphic
• Start as a follower
• Broadcast status (“What’s happening?”) – updates
called “tweets”
• Share pics, links; forward others’ tweets (retweet)
• Attract and engage followers

32. … And Why: Twitter
• Gather information
• Social listening
• Cross-promotion
• Viral/Word of Mouth marketing
• Get quick feedback – very quick!
• Crisis communications, customer service
• Build trust and credibility
• Short sales (esp. restaurants, hospitality, travel)

33. Many Eggs, Many Baskets
• Integrate communications
• Tailor messages for each platform
• Tailor messages for various audiences
• Manage your reputations
– Organization
– Professional
– Personal
• Set simple policies to guide social engagement
– www.socialmediagovernance.com

34. http://www.refresheverything.com/nvfs

35. So What is the #1 Social Media Channel?
Email is the most trusted - So use it wisely!

36. Benefits of Social Engagement
• Branding, name recognition
• Lift and substitute for traditional advertising and
community outreach
• Lift search results
• Lift web traffic
• Improve relationships with users, clients families,
donors, volunteers and more
• Listen, get feedback

37. Benefits of Social Engagement
• Find vendors, sources, partners and prospects
• Great recruiting tool.
• Leverage the networks of your users, clients,
families, donors and volunteers
• Deliver complex messages through many different
approaches
– But simple messages are still most effective
• Inspiration

38. When you boil it down,
it’s about listening to your customers,
being helpful by offering your knowledge and
giving them interesting content
to share and thereby advocate for you.
- Amy Mengel

39. Where to Start
STRATEGY
+
COMMITMENT OF RESOURCES
=
SCALE OF EFFORT/INVESTMENT
todd@creatingresults.com

40. www.CreatingResults.com
Woodbridge, VA – Barrington, RI
toll-free 888-205-8899
Experts in marketing to mature consumers