2. Contents
• Trade & Social Media
– Traditional trade
– Difference in social media
– Communities and trade
• Causes Online:
– Priceless Stories & Experiences
– Empowering Visitors & Donors
– The power of mystique…
• Incentivization Online Examples
• Community Empowerment & The Social Trade
– The Road Map & Tactical Implementation
Plans & Guides
• Ghost Towns:
– Examples of what not to do
4. Past Models
• Social Commerce
• Digital Exchange
• Social Capital
• Social Currency
• Socialnomics
• Network Effects
5. What does Social Media Mean?
• Top-down, one-way communications (traditional
models) are insufficient today
• Communities
• Two-way dialogue
• Grassroots-driven growth
• Companies are no longer separated; it is the rise
of the “prosumer”
6. Traditional Trade
• In commerce, customers exchange:
– capital & goodwill
– For organizations’ brand/product/service “experience”
– Think perceptions and desires; not true needs…
– At it’s highest level, they seek the church of the brand,
with all that mystique…
• It means becoming a “cult” member of Harley-Davidson or
Apple brands…
– (the Harley logo is the single most common tattoo in the U.S.)
7. Digital Experience & The Social Trade
• So, we know social media means organic communities
and two-way communications, but what about the
end-customer benefit perspective?
• Don’t forget the WiiFMs
• Remember Howard’s RIBS?
– Successful online communities contain for the user:
• Remuneration
• Influence
• Belonging
• Significance
• From Design to Thrive by Theron Howard – see my presentation:
http://prezi.com/qiltxaytwdss/design2thrive_notes/
8. Digital Experience & The Social Trade
• In “The Social Trade”:
– Customers are buying a digital &/or social experience
– This can be understated, or as elaborate as you can dream
– Think badges and perceived psychological benefit
(Foursquare) and product rewards (redemptions)
– Think album covers in your “music” section of Facebook
– At a simple level, what if your product-purchasing was
synonymous with the blog you visit regularly?
• Think collectors and hobbyists
– Even think MMOs and virtual worlds and purchasing within…
10. • Social Communities
integrated with
eCommerce
• (this and preceding screen shot
are from adagio.com – to see my
digital audit of this site and it’s
social/community integrations,
visit http://slidesha.re/na3gOp )
12. What do Donors “Buy” from Non-Profits?
• A good feeling?
• An experience?
• Where’s the end-story?
• Social sites can give a complete story
– Before and after
– Photos (Flickr, Facebook)
– Video (YouTube, Vimeo)
– Integrated media and written stories (blogs)
– Merits/badges/points for “good”/donations (Facebook)
13. Here’s a Non-Profit’s Story
• A child is born with a cleft palette.
• Photos/video are shown of the child.
• A donor gives for the child.
• The child is cured.
• Photos/video are taken of the recovery.
• The complete narrative can become a true, full online
experience (on a social site).
• At it’s best – individual profiles can be programmed
for each specific donor’s “ROI;” or stories…
14. Purchasing Stories & Experiences…
• These “stories” are “collected” and “treasured” (even
“Liked”) on the non-profit’s social media sites.
– With collaborative responses
• This is the best of digital marketing today
– social media, SEO - all rely on freshness and relevancy of content
– Collaboration supplements organization’s content qty.
– content is king!
• Story snippets are continually dished out in social media,
presenting these narratives (think customer-experience
benefits)
– …drawing interest (developing buyer/donor desire and demand)
– Pulling brand community visitors and buyers/donors
– Drawing conversation (two-way social media dialogue)
15. Stories Become Personal
• They are the dream, the abstraction, the
intangible
• They are the mystique, the lure
• They create the social media “digital church”
• Demand at this point becomes limitless
– Mystique is priceless and can’t be capped…
17. Care2.com home page
Google search phrase: non-profit health organization .org cause donations online social community
• Member-focused
(individual donor
stories)
• Stories
everywhere
• “Community
powered news”
• But do the ads
kill it all?
• What do they
loose by lack of
clear targeting
and purpose?
– TMI?
18. The Care2 Hook
• Clear story
• CTAs
• See community
representation and
involvement
• Ways to share the
info and join the
community
19. The Care2 Hook
• Theme-relevant
incentiviation
• Game/contest
incentivization &
retention
(credits)
• Maybe a bit too
adsy?
20. Community Empowerment
& The Social Trade
The Road Map & Tactical Implementation
Plans & Guides
21. Form your Wheel & Spoke Model
• Lead-gen/
opt-in
• Purchasing/
donations
• More info/
Resources
22. Tactical Sample Plan Layout
• Objective/”What”: Achieve revenue/donations
• Mission/”Why”:
“Advance the town’s children health and improve the town’s future.”
• Target Incentivization/”How”:
Trade donations for “stories/experiences”
• Hub/”Where”: Blog site community of stories and media
– Spokes: Facebook, Twitter, anything to pull visitors
• Measurement KPIs/”How much”:
– Opt-ins/leads
– Payments
– CTR (click-through rate)
– Referrals
– Shares
– Comments
23. Tactical Sample Plan Layout
• Blog site community (Hub)
– (narrative & pictures/video)
– Story (blog post) 1 – cleft palette
– Story 2 – small pox
– Story 3 – village well
• Facebook page (Spoke)
– Wall posts; snippets of blog stories
• Sample photos
• CTA (call to action) to click-through to see full story on blog
site
• “Share” with a friend (community empowerment)
– Facebook lead-gen incentivization posts/tab
• (“sign up to receive your _____”)
– Click through to donate…
24. Tactical Sample Plan Layout (“When”)
• Twitter (in a day or 2)
– Tweet 1: Blog Story 1
– Tweet 2: Pull CTA (call-to-action) to join community
– Tweet 3: Tell a friend
(“Net Promoters”; community empowerment)
– Tweet 4: Story 2
– Tweet 5: Request donations/purchasing
– Tweet 6: Incentivize lead-gen (e.g., subscribe to
newsletter on tax benefits and history of long-term
cultural advancement for the needy location)
– Tweet 7: Story 3
– Tweet 8: “Like” Facebook
25. Ongoing Measurement Analysis
• What’s pulling, what’s not (content/CTAs)?
• What channels see the most traffic/CTR?
• Marketing funnel/clickstream/customer journey?
• Change over time? Why/attribution?
• What do people share? And comment on?
(community empowerment)
27. Started at Google…
My search phrase (before landing on the above):
non-profit organization .org cause donations online social community
28. I Went, But No One Was There…
If you build it, do they come?
29. This is Where the Site Sent Me
I Clicked on” Giving” Info from “Women’s Health”
Plenty of ads, automation, but no substance
– no connections
30. Review
• Trade & Social Media
– Traditional trade
– Difference in social media
– Communities and trade
• Causes Online:
– Priceless Stories & Experiences
– Empowering Visitors & Donors
– The power of mystique…
• Incentivization Online
– What’s your target and positioning?
– What’s your primary role and offering?
• Community Empowerment & The Social Trade
– Create, adapt and customize your digital map and plan
• Via ongoing measurement and monitoring
• Ghost Towns:
– If you build it…
– Make it people-, not corporate ad-driven
