Social Media Marketing Nonprofits and NGO

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)
Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson

Your most valuable resources: your members.

Social Media Marketing for Nonprofit/NGO’s
Presentation held at IBM (Lundtofte, Denmark) on June15th, as part of the Service
Day Workshop for Nonprofits and NGO’s.
1 © 2011 IBM Corporation

Social Media Marketing for frivillige
organisationer (Nonprofit, NGO’s)
Christian C Carlsson
Digital Marketing Strategist, IBM

Twitter www.twitter.com/chris_carlsson
LinkedIn www.linkedin.com/in/christiancarlsson

© 2011 IBM Corporation


Why so important: Go where your “customers” and “prospects” go
Visitors



A paradigm shift in communication

From To

Channel Network

Mass consumption Universal participation

Institutional mediation Social mediation

Content scarcity Content abundance

Attention abundance Attention scarcity

Asynchronous Real-time

Virtual reality Integrated reality

Source: Unknown (it wasn’t me!)



It’s a new, more complex marketing funnel (thanks...)

Donors
Members
Supporters

Donors
Members
Supporters

Source: Forrester Research



Social Media is not, and should not stand alone

Mkt.
tactics

Other PR

Social
Integrated
Channels effort for Events
success

Mobile eNurture

Web



Social Media Marketing and ROI

Traditional Online Campaigns Social Media Marketing

VALUE
VALUE

TIME TIME

Impact = Site visits/leads Impact = Relevance and engagement
Effort = Funding Effort = Resources

Many, small activities and engagements
“Injections” over time by members, experts,
advocates, etc.
Engage brand Loyalists; Advocates; and
Influencers
Listen, Learn, and Adjust
Source: Adopted from Pauline Ores, IBM (2009)



Short on Social Media (generalizing)

It’s about: There is no hand book. (sorry)

Relationship building, Person-2-
What you use, and how you use it, is totally up to
Person you. It’s personal.
Through dialogue, conversation,
and 2-way communication The value you get out from social media is
strongly connected to what value you give!
A huge amount of Word of Mouth
and User Generated Content
It takes time to build your network and build trust.

It’s not: Only one way forward Experiment, try, fail,
learn, adjust… try, fail, learn, adjust… try…
A “technical game” (it’s
“behavioral” and “culture”)
“Do It Wrong Quickly!” (Mike Moran)



Don’t let 1 person do 100%, let 100 people do 1%




Your most valuable resources: your members.

Image source: IBM Digital Strategy Presentation (2010)



Your members are daily, hourly, down to the minute
engaged in conversations and stories – offline as
well as online.
And they are connected.
THEY are your greatest asset.
Your BEST ambassadors.

Use them. Make them Socially Engaged.

Image source: IBM Digital Strategy Presentation (2010)



EXAMPLE: Social Media Guidelines for Red Cross (on SlideShare)

[ Link ]
Source: http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines



EXAMPLE: IBM Social Computing Guidelines

Brug din sunde fornuft og sørg for at følge IBM's Business
Conduct Guidelines ”IBM er nuancerede
omkring sociale medier og
Du er personlig ansvarlig for det indhold, du publicerer via mener, at brugen af
sociale medier sociale medier kan være
Informationer publiceret på sociale medier er som udgangspunkt med til at fremme
offentlige - også selvom det kun er publiceret til en lukket kreds. arbejdsrelateret
networking mellem
Det er ikke tilladt at publicere fortrolige og interne oplysninger medarbejdere og
IBM tolerer under ingen omstændigheder mobning eller lignende forretningsforbindelser.
adfærd
IBM har fuld tillid til og
Glem ikke dit primære arbejde
respekt for, at alle
Tilfør værdi medarbejdere i IBM selv
Udvis respekt for ophavsrettigheder og undgå at citere andre kan bedømme, hvordan de
uden deres tilladelse kan benytte sociale medier
i arbejdstiden.”
Respekter dit publikum
Vær en god ambassadør for IBM – også uden for arbejdstiden

Full version in English: http://www.ibm.com/blogs/zz/en/guidelines.html


EXAMPLE: The simple one (Twitter)

Our Twitter policy: Be professional, kind, discreet,
authentic. Represent us well. Remember that you can’t
control it once you hit “update.”

Source: http://www.gruntledemployees.com/gruntled_employees/2009/03/a-tweetable-twitter-policy.html



Social Media Marketing in 7 Key Steps
1/ WHY: Establish your core business objectives

7/Maintain the relationship
2/Listen to your audience

6/RESULTS: Measure those
things that will best help you 3/ WHO:
determine the impact of your
involvement and participation Target your audience
Understand digital behaviors
Develop social media map
Identify needed experts

5/ HOW: Deployment: Empower 4/ WHERE: Environment

Consumer advocacy (Participation) WHAT: Experience

Identify available/required assets Select appropriate social media

And resources for participation in networks, tools, and content

the most relevant conversations.
Train the experts


15


Step 1: Establish Core Objectives

Forrester 5 social media objectives:

Listening
Talking
Energizing But be realistic what can
be achieved through
Social Media!
Supporting
Embracing



EXAMPLE: Drawing a parallel with Social Enablement in IBM
You are changing behavior which is the hardest thing in change management. Therefore you
must look at what traits, interests, personalities, expertise's etc. there are that can work in your
favor. Someone who is GREAT at drawing, but mediocre at writing should probably NOT
spend time trying to write blog posts, but INSTEAD create excellent, visualizing content on
Flickr, YouTube, SlideShare, etc.

What do you want to achieve with your
presence?
Who is your audience?
Whose opinions do you value?
What value can you create for others?
How frequently do you plan on engaging in
social activities?



Step 2: Monitor the Market Conversation : LISTEN
Google Alerts/Reader
Technorati
Twitter Search
Silverbakk
Radian6
Etc.
What are influencers
talking about? What is your “market”
like?
What is being said
about you?
Are there interesting
conversations?

Negative
discussions?

Image source: http://health.ninemsn.com.au/img/health/ear.jpg



Step 2: Monitor the Market Conversation : LISTEN
Google Alerts/Reader
Technorati
Twitter Search
Silverbakk
Radian6
Etc.
What are influencers
talking about? What is your “market”
like?
What is being said
about you? Step-by-Step: How 12+ Social Media
To Set Up A Are there interesting Tools’ –
‘Listening
Nonprofit conversations?
Essential Internet
Listening Post Marketing Best
Practices –
Negative
discussions? Web
Monitor Your

[ Link ] [ Link ] [ Link ]

Image source: http://health.ninemsn.com.au/img/health/ear.jpg



EXAMPLE: 5 DIY actions to monitor your
brands social media presence
10 Minutes a Day

1. Check Twitter for chatter about your brand / product /
offering (2 minutes)
2. Scan Google Alerts (2 minutes)
3. Check Facebook stats (1 minute)
How to Monitor Your
Social Media Presence
4. Answer Industry-related LinkedIn questions (3 minutes) in 10 Minutes a Day

5. Use Google Reader to check Flickr, Delicious, Digg and
others (2 minutes)

[ Link ]

Image source: http://blog.hubspot.com/blog/tabid/6307/bid/4663/How-to-Monitor-Your-Social-Media-Presence-in-10-Minutes-a-Day.aspx



Step 3: Identify and Engage the Influencers

Target your Audience Example:
Understand their digital behaviors • Bloggers
• Experts
Develop a social media map to prioritize who is • Journalists
impacting the market conversation the most • Role models

What digital tools and content do they use?
What would they find valuable and be willing to engage with?
Where are they located?
Where are they engaged within social media and through what channels?



Step 4: Maximize Digital Asset Distribution

So you have created all this great Social Content – make
sure it is made available!

– Maximize the distribution

– Optimize it for best exposure, utilization, dialogue,
sharing, etc.

How to Optimize Your
Videos for SEO [ Link ]



EXAMPLE: PING:FM



Step 5: Empower Consumer Advocacy

To build and foster a sense of community among your loyalists
To empower those loyalists to better advocate to others on
behalf of your “brand”, and organization
Advocates creates more value!
Use the network!



EXAMPLE: Word of Mouth

Happy customers are your best
advertisers.
If people like you and like what
you do, they will tell their friends.

(Which is probably The Four Rules of
Word of Mouth
why we need to
1. Be interesting
talk about Social 2. Make people
happy
Media Service, 3. Earn trust and
respect
instead of Social 4. Make it easy (to
repeat, share)
Media Marketing!)
[ Link ]
Source: Andy Sernovitz www.wordofmouthbook.com



Step 6: Understand the impact – The new metrics
Measure those things that will best help you determine the impact
of your involvement and participation

Engagement
Awareness
Site traffic metrics
Customer advocacy But as always, it depends
on the objective/goal
Click through rate
Leads
Conversation rate

Source: Leading metrics used by companies worldwide to measure success of social media marketing, March 2011, eMarketer



Social Measurement approach for nonprofits

Set SMART objectives and identify a
measurement strategy at the start of your
campaign or program.
Measure the effect on outcomes (i.e.
awareness), don’t measure outputs (#
visitors).
Measure the effect on business results
where possible. The confusion around
whether or not you can measure social
media has moved from “you can’t measure
social media” to figuring out what to
measure.

Source: http://www.socialbrite.org/2011/06/14/7-tips-a-grid-for-social-media-measurement/



Social Measurement approach for nonprofits
7 tips & a grid for social media
measurement

Set SMART objectives and identify a
measurement strategy at the start of your
campaign or program.
Measure the effect on outcomes (i.e.
awareness), don’t measure outputs (#
5 Free Online Social Media
visitors).
Measurement Tools
Measure the effect on business results
where possible. The confusion around
whether or not you can measure social
media has moved from “you can’t measure
social media” to figuring out what to
measure.

[ Link ]
Source: http://www.socialbrite.org/2011/06/14/7-tips-a-grid-for-social-media-measurement/ [ Link ]


Step 7: Maintain the Relationships, Maintain the Momentum

Tie it all together and keep the Buzz and conversation
going!
Continuity is the new King!
Follow up while the iron is still hot (the web moves on
quickly)
– Newsletter, Blog posts, Facebook group and event
postings
– Take time to thank individually
(Flickr photos, Blog posts, etc.)
Keep it Fresh!



“Web Content without a creation
date, is like Milk without a best
before date – I will smell it, but
never really use it.”

Image source: dimensionsguide.com Quote: Christian C Carlsson



So are you ready For Social Media Marketing ?

The 6 rules of Social Media Marketing And remember:
1. Listen 1. Get to know your audience…online
2. Manage your brand reputation above all 2. Participate in the Social web
3. Be real, authentic, be candid, be YOU 3. Map requirements to relationship lifecycle
(People want to connect with real people)
objectives
4. Be patient. Let things grow organically
4. Just because you “can” doesn’t mean you
5. Give To Get “should”
6. Social media is about interaction & 5. Try, learn, try, learn, try…
building relationship: It’s about joining the
conversation



“All I ever learned about Social Media, I learned in
Social Media.”

(it’s because we’re so darn social…)

Quote: Christian C Carlsson



7 tips & a grid for social media
measurement
12+ Social Media How to Monitor Your
Social Media Presence
‘Listening Tools’ – in 10 Minutes a Day
5 Free Online Social Media Essential Internet
Measurement Tools Marketing Best
Step-by-Step: How
Practices –
To Set Up A
Monitor Your Web
Nonprofit
“All IListening Post about Social Media, I learned in
ever learned
Social Media.”
[ Link ] [ Link ]

[ Link ]
How to Optimize Your
(it’s because we’re so darn social…)
[ Link ] Videos for SEO [ Link ]
[ Link ]
[ Link ]
[ Link ]

Use the experts out there!! (with a grain of salt of course)
Quote: Christian C Carlsson


Social Media Marketing Nonprofits and NGO

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