The document argues that social media is a waste of money and nonprofits should optimize their efforts to reach the other 90% of people who are not seeing their social media messages. It recommends focusing on word-of-mouth marketing by making interesting content that makes people happy and enables them to feel important so they will talk about the nonprofit to others in their network. Rather than spending money on social media ads, nonprofits should use social media to engage their existing supporters so those supporters will influence others in their personal networks.

1. SOCIAL MEDIA IS A WASTE
OF MONEY
BRIAN CROSS
MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCE
ELASTICITY
PRESIDENT AND CEO
FUND ST. LOUIS

2. SOCIAL MEDIA IS A WASTE o
OF MONEY t doesn’t have t
But i be
BRIAN CROSS
MANAGING PARTNER & DIRECTOR OF ROCKET SCIENCE
ELASTICITY
PRESIDENT AND CEO
FUND ST. LOUIS

3. THERE IS NO MORE
SOCIAL MEDIA

4. SOCIAL MEDIA =

7. AGENDA:
1. THE “THANK YOU” ECONOMY
(OR MANNERS MARKETING)
2. OPERATIONAL
CONSIDERATIONS FOR
NONPROFITS
3. DON’T WASTE YOUR MONEY
ON SOCIAL MEDIA - OPTIMIZING
TO REACH THE OTHER 90%

8. POSITION YOURSELF
WITHIN YOUR ISSUE

9. THE AVERAGE
PERSON IS
EXPOSED TO
OVER 3,000
MARKETING
MESSAGES
PER DAY

10. “
Only14%
of people trust
advertisements.
“
78%of people
trust the
recommendations
of peers.

11. THE NEW MATH
• Old: Message 5,000,000 to possibly reach 500!
• New: Personally reach 500 who influence 5,000 who influence
20,000 who influence 200,000!
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12. 130
FRIENDS
300
FOLLOW
EVERYONE
REACHES
7,740 PEOPLE

14. SOCIAL MEDIA
IS THE
RE-INVENTION
OF THE
SMALL TOWN

15. 1. BE INTERESTING
2. MAKE IT EASY
3. MAKE PEOPLE
HAPPY
3 RULES OF WORD OF MOUTH

16. WOM CHECKLIST: 4 ELEMENTS
1.TALKERS
2.MESSAGE
3.TOOLS
4.MEASUREMENT

18. PEOPLE TALK ABOUT YOU WHEN
IT BENEFITS THEM

19. THEY’LL TALK ABOUT YOU IF
It makes them look smart
It enables them to help others
It allows them to feel important
It enables connection to a group

20. CONTENT MARKETING
• Creative: it’s a 24-hour content cycle.
You’d better have something to break
through the noise of the conversation.
• Brand Building: Content and
conversation defines a brand more
than a new logo or a press release
• Engaging: Inspire feedback. This is
not a copywriting assignment.
• Relevance is Redefined: To create
conversation, simple, random and
banal may be a brand’s best bets.

21. HUMANIZE YOUR ORGANIZATION

22. CREATE A PERSONA...NOT A PROPOSITION

23. FOCUS ON HOW TO ‘BE’ SOCIAL
NOT ON HOW TO ‘DO’ SOCIAL.

24. BEING HUMAN
HUMAN INTEREST

25. ACTIVATE YOUR NETWORK.
KNOW WHEN TO “DO THE ASK.”

26. STAFFING YOUR EFFORTS

27. MEASUREMENT

28. BEFORE DECLARING ROI - DEFINE THE “R”
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5-',267%+/%84#$97!

29. DO
Think about engagement - NOT size
Activate your fans
Be Committed
Keep things professional
Have a strategy
Resist the temptation to sell
Stick to what you know

30. Be infrequent in your engagement
Go by “gut” feel
Make use it as a broadcast channel
Be cool
Be the smartest person in the room
Forget the permanence of search
DON’T

31. OPTIMIZE YOUR EFFORTS
90% OF SOCIAL MEDIA IS NEVER SEEN

32. TRIANGULATE FOR KINETIC POTENTIAL
SEARCH
SOCIAL
PR

33. PROVIDE VALUE
(BEHIND EVERY B2B IS A “C”)

34. BEFORE YOU GO
• Allow your audience to help you
shape your brand
• Build a sense of community
• Traditional and Social media can play
ping-pong
• Content is the new branding
• “Pull” don’t “Push”
• If you’re small, play like you’re big.
• If you’re big, play like you’re small.

35. MANAGING PARTNER &
DIRECTOR OF ROCKET SCIENCE
BRIAN ELASTICITY
CROSS brian@goelastic.com
314.292.9680
www.elasticthought.com
www.facebook.com/briancross
www.twitter.com/vanceopel
PRESIDENT AND CEO
FUND ST. LOUIS
brian@fundstlouis.org
800.385.6419
www.fundstlouis.org
www.facebook.com/fundstl
www.twitter.com/fundstl