Social Media Strategies for Non-Profits

SOCIAL MEDIA
FOR NON-PROFITS
Dayn Wilberding, Director of Digital Culture : Grady Britton
PRESENTED BY FIRST INDEPENDENT BANK

Thursday, June 17, 2010

CONTENTS UNDER PRESSURE

Social Who?
Why Social Matters for Non-Profits
Guide to Social Strategy
Steal these ideas


THING 1 RE: SOCIAL MEDIA

Social Media Expert

I’m not.

100,00
friends0
THING 1 RE: SOCIAL MEDIA overni
ght!

Social Media Expert

I’m not.

THING 2 RE: SOCIAL MEDIA

It’s OK to feel overwhelmed.

I am.

USERS
Life cycle of social networks

TIME


I can has?


Social Media The Means

Social Media Marketing The Method
(Social Influence)


WEB 1.0


WEB 2.0-ish


WEB 3.14159


JUST HOW BIG IS SOCIAL?


BY THE NUMBERS

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009


BY THE NUMBERS use social
51% networks



read
blogs 49%51% networks



read
blogs 49%51%
3/4
networks
participate in social media in some way



read
blogs 49%51%
HOW? 3/4
networks



read
blogs 49%51%
HOW? 3/4
networks
have watched a
77 commercial on
PERCENT YouTube



read
blogs 49%51%
HOW? 3/4
networks
have watched a 51% post
77 commercial on
PERCENT YouTube
original content



read
blogs 49%51%
HOW? 3/4
networks
77 commercial on out of 100content
original
consumers,
PERCENT YouTube posted product reviews
73



49%51%
read
blogs
HOW? 3/4
networks
97 %
have
searched
for a brand
online
77
PERCENT
commercial on out of 100content
original
consumers,
YouTube posted product reviews
73



49%51%
read
blogs
HOW? 3/4
networks
97 %
have
searched
for a brand
online
77
PERCENT
commercial on out of 100content
original
consumers,
YouTube posted product reviews
73
SOCIAL MEDIA IS MAINSTREAM


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The playing field has been leveled.

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CONTENTS UNDER PRESSURE

Social Media Marketing
Why Social Matters for Non-Profits
Guide to Social Strategy
Steal these ideas


GUIDE TO
SOCIAL
STRATEGY
LURK : PLAN : PARTICIPATE : MEASURE


GUIDE TO
SOCIAL
STRATEGY LURK 1
Listen

Determine your social audience

Evaluate messaging options


LURK:// Listen


LURK:// Listen
Twitter Search BlogScope Facebook Search
Social Mention

Google Blog Search Backtype
Trendrr Omgili


LURK:// Determine your social audience

?

Quantcast.com
Forrester Social Technographics Tool


LURK:// Evaluate messaging options


LURK:// Evaluate messaging options
‘FREE’

Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events


GUIDE TO
SOCIAL
STRATEGY PLAN 2
Develop a voice Editorial schedule
Find a champion Forget your
expiration dates
Have guidelines
Define goals


PLAN:// Develop a Social Media voice

Trust comes in the form of accessibility
and openness.

Be a friend. Participate. That will be the
bulk of your message.


PLAN:// Find a champion

Personal
interaction
trumps stale
brand
messaging
any day.


PLAN:// Have guidelines

Set rules, but trust people.
Have a personality, please.


PLAN:// Define goals

Think small. Awareness, share of voice
Think relevant. Retweets, shares, reach
Sentiment, qualitative
Sales, promo redemption


PLAN:// Editorial Calendar


PLAN:// Editorial Calendar

Mon Tue Wed Thur Fri

✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on
✓ 4 tweets ✓ bookmark 1 story ✓ bookmark 3 story ✓ 4 tweets YouTube
✓ bookmark 3 stories ✓ share 2 stories on ✓ share 1 video on ✓ share 2 stories on ✓ 10 tweets for Follow
✓ share 2 stories on Facebook Facebook Facebook Friday
Facebook ✓ share 2 videos on


PLAN:// Forget your expiration dates

SMM is not a toe-dip science.

SMM is an long-term commitment to
cultivating advocacy so your customers will
do the marketing for you.


GUIDE TO
SOCIAL
STRATEGY PARTICIPATE 3
Profiles
Add value & Answer questions
Respect the community
Syndication tools
Tie into everything


PARTICIPATE:// Profiles


PARTICIPATE:// Respect the existing
community

≠ ≠
followers fans connections


PARTICIPATE:// Syndication tools

BRAND

del.icio.us

.
.
.

PARTICIPATE:// Tie into everything


GUIDE TO
SOCIAL
STRATEGY MEASURE 4
Measurement tools
Which metrics to watch


MEASURE:// Measurement tools


MEASURE:// Which metrics to watch

2009 traffic, pageviews, number of followers & fans

2010 reach, share of voice, sentiment


MEASURE:// Which metrics to watch
PURPOSE METRICS

deals & specials posts, click-throughs, redemptions

customer service conversations, answers, sentiment

awareness, leadership fans, followers, retweets, shares


for #California

Oakland Museum of California (@oaklandmuseumca)

Contemporary Jewish Museum (@jewseum)

San Francisco Museum of Modern Art (@sfmoma)

Yerba Buena Center for the Arts (@ybca)

Exploratorium (@exploratorium)
California Academy of Sciences (@calacademy)
Asian Art Museum (@asianartmuseum)


Seen at
San Francisco
BART stations


YouTube Nonprofit Program

Extra branding capabilities
Increased upload capacity
Call-to-action overlays

youtube.com/nonprofits


Twitter Hope140

hope140.org


Facebook Causes Application

causes.com


If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.


If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.

Decide to attack a project
socially, develop a Social Media
plan, and stick to it.


Thank you.
delicious.com / daynw / nonprofits

GradyBritton.com For my card, txt: DAYN to 50500
GradyBritton dayn


Social Media Strategies for Non-Profits

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