Using social networks for fundraising - a practical guide - The Institute of Fundraising Technology Groups' - Conference 2011 #IOFTECH

1. Social media practices that work Angus Fox Director @eZ0ne Follow us on Based upon an Oxford Brookes University research project with the charity sector, 2010.

2. Topics Why Social Media? Know your audience The four ‘C’s Practical Tools you can use to explore, monitor, react and measure What doesn’t work? Questions to address

3. Making Social Media Workfor Business Paul Fennemore paul.fennemore@ezone.co.uk 0777 5823386

6. 60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend

7. 74% of consumers are influenced on buying decisions by fellow socialisers after soliciting input via social mediaSpend on social media marketing in the U.S. will grow annually at a 34% compound rate through 2014. By then, social media marketing will amount to a $3.1 billion industry, surpassing email marketing in terms of spending. Forrester 2009 One in every 200 UK web visits on Monday were to Twitter.com, according to web measurement firm Experian Hitwise, as people tried to discover which celebrities had been granted gagging orders. @injunctionsuper

8. Social Networking Works Some practices don’t work Other practices do work

9. The past was about one to many and shouting the loudest

10. Is your website a signpost in the desert or a busy intersection? 16,000 views 3661 Followers 3395 Following

11. So what are they doing well?

12. Thinking differently Today is about many to many and building communities A smarter approach is required People don’t listen to pushed oubound marketing in the same way on social networks They look at you ifthey want to

13. What works and what doesn’t

14. Social Networks should be an ideal medium Fundraisers Benefactors Volunteers Donors Cause Related Marketing Trusts Lobbying & Awareness

16. Identifying the links in the constellation

18. Assume the role of network/hub leader

19. Contribute

20. Support

21. Inform

22. Respond

24. Know your audience

25. The Four ‘C’s of Social Media This rule came out in 2006 and our research showed more 80/20%. User participation often more or less follows a 90-9-1 rule: 90% of users are 9% of users contribute from time to time, but other priorities dominate their time. 1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs.

26. Know Your Audience Levels of User Participation General Social Network Users Inactives Spectators Joiners Collectors Critics Creators Consumer Levels of Participation Newbys or tourists Minglers Devotees Insiders

27. Audience Levels of Participation in Non-Profit Sector Ladder of Engagement Happy bystanders – readers or listeners Spreaders – share information about a cause Donors – contribute financially Evangelists –encourage others to donate/fundraise Instigators – create own content and campaigns Source: Kanter, 2010. People to people fundraising

29. eInfluencers

30. Market Mavens

32. Frequency of posts

33. Value of posts

34. Authenticity/reliability of posts/trust

35. Responsiveness Behaviours & preferences are now ‘self reported’

36. Practical Tools you can use to explore, monitor, react and measure

37. Social influence Klout Peerindex http://klout.com http://www.peerindex.net

38. Track your market

39. Mentionmap

40. Engagement Timeline TwitterStreamGraphs Real uses for these things Deciding when to engage with a post, comment or tweet Understanding the terms and tags that get attention Working out who is relevant and what their connection is Experiment and be brave, this is all new, social gurus don’t know the answers Set your calendar to tweet things in the right place at the right time with www.twical.net

41. www.twiCal.net Need a reminder to Tweet? Scheduled tweets from a calendar Free Service Please use it and let us know how to improve it Automatic Calendar Tweets

42. Formulating your strategy

43. Eight competencies of adoption Leadership Monitoring & managing Strategy Social Media Adoption & Strategy Content Integration Culture & governance Community building Resources & skills

44. Questions to address Business/Marketing What are your business objectives, what are you hoping to achieve? e.g. retention, growth, geographical coverage, cost base, productivity, competitive advantage, brand image/awareness, search rankings, staffing, new sources of revenue . How do these objectives support and tie into your overall business objectives? How will your strategies integrate with and support other initiatives? How will you measure your performance, KPI’s? What are the risks and how do you mitigate them? Platforms/Communities What forms of social networks and media can you exploit and why? What communities/networks are your target audiences already hanging out in?

45. Questions to address Audience Engagement Who are your target audiences and how do you categorise them? How do you get to be where your communtities are? How are you going to build online communities, followers, fans, subscribers etc? What role/s do you want visitors and communities to play? Operations Where does it sit in the organisation/who owns it? What resources (people, skills, funding) do you need? What is your content strategy? What technologies do you need? What controls (and culture) will work best for your business and how will you operate them? e.g. employee participation. How can we use social enterprise collaboration systems?

46. Angus Fox angusf@multizone.co.uk Success Path Your Media Social To @eZ0ne Follow us on

47. Social Media Revolution 2010 - 4.30 mins http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&playnext=1&list=PL1A8935BB7DCAE853