Social Media for Non-Profits - Green Bay Non-Profit Resource Group

Non-Profit Resource Group
Social Media & Social The MarketingSavant Group

Networking for Non-Profits www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

www.marketingsavant.com
The MarketingSavant Group 888.989.7771

About : Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.


After-Event Slides & Resources

• The slides and resource links are available
electronically after the event:

www.marketingsavant.com/nprg


Presentation Outline

• Fundamentals
1) Social Media: What Is It?
2) What are Non-Profits doing in social media?
3) Understand your supporters’ use of social media
4) Social media strategies & channels for NPO
5) Go beyond the social media staples
6) Build your social media strategy


Exercise: Level-Set on Social Media

1. What do YOU think social media is
all about?
2. What are you doing with social
media & marketing technology
today?
3. What do you expect to be able to
DO with social media?
4. How should success LOOK, FEEL
and SOUND?


Social Media is the #1
Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM


Already Embrace It

Still Need Convincing

Just Jumped 37% of marketers still do not include
on Board social media as part of their
marketing.

More Simply Put:

“Social Media is
starting conversations
with people and
encouraging them to
pass it on.”


Hosting Conversations

Personal or “beginner”
social media is about
creating relationships
and engaging in online
social media. For your
organization, social
media is really about
hosting relevant
conversations that
engage your target
audiences.


More Simply Put:

“Facebook or Twitter
shouldn’t be the end goal of
a social media strategy any
more than a telephone
should be the end goal of a
communications plan.”


Nonprofits Social Media Usage

Source: IdealWare - The Nonprofit Social
Media Decision Guide


What Can Social Media Do?

• Connect on deeper and more meaningful levels
• Create real relationships, not temporary
transactions
• Provide “value-added” and relevant points of
connection
• Serve as a real-time channel for communication
and public relations opportunities
• Build community


Opportunities With Social Media

• 66% of comm. pros have done nothing with
the feedback gleaned from social media
– Learn, engage, build community
• 49% of orgs still do not have a specific
approach to social media
– Develop and deploy a strategy
• This is a chance to open to entire organization
to the opportunities provided by social media
Source: PRWeek Social Media Survey


Who’s Out There in
Social Media?

Understand Your Audience
Social networking use among those ages 50 and
Millennials have shifted a lot of their older nearly doubled over the past year. Half (47%)
communication with friends to social media. 84% of internet users ages 50-64 and one in four (26%)
are email subscribers, 46% are Facebook fans, 6% users age 65 and older now use social networking
are Twitter followers. sites.


If You’re Online…You’re In Social
Media

Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com

But…It Can
Be…“Complicated”

The Social Media Channels
BLOGS
EVENTS and Social Content
CALENDARS
MICROBLOGS VIDEOS
EMAIL PHOTOS AUDIO
(BACN) (PODCAST)

STATUS
UPDATES WIKIS

SMS and TEXT
WHITE-LABEL BRANDED SOCIAL
SOCIAL NETWORKS NETWORKS

Social Interactions
Social Platforms

Social media is created and shared within social platforms: status updates and
similar interactions drive participation by increasing visibility of use.


An Array of Social Media Tools
• Blogs
– Individual, Public
• Wikis
– Project & Community Enabling
• Social Networks
– Linkedin, Facebook, MySpace
• Microblogging
– Twitter, FriendFeed
• Forums/Groups
– Google Groups, open knowledge sharing
• Online Video
– YouTube, blip.tv, Vimeo
• File Sharing / Podcasting
– Scribd, Slideshare
• User Community
– Private knowledge sharing
• Bookmarking
– Digg, Delicious, Reddit
• WOM (Word of Mouth)


It Can Also Be
Distracting…
• Why you must have a
strategy in place
• Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts


Your Mission:

http://nonprofit.about.com/od/marketing/tp/writing101.htm


What is the goal?

• Seth Godin has talked about raving fans. For
non-profit organizations and charities, I think
a better word is believers, advocates, your
“Tribe” or whatever…
• Your tribe can be workers, contributors,
donors, volunteers, board members and
beneficiaries of your services.
• The goal? Build a bigger tribe and base of
believers


Your Website

• Your “home
base”
• Sets the tone,
authority and
mission –
needs to be
“perfect”


Everything should have
at least two homes (if
not more)
• The first, where it
originated, the second
the overall home,
which is your
website/blog
• Network tools should
connect believers and
tell the world where
to find your
information


Hub and Outpost
social media
architecture

Tufts University
The university has an entire site dedicated to Web 2.0
tools like wikis, podcasts, conferencing, and more.


Social Media Listening

• What are people saying about your
organization?
• Your competitors?
• Your tribe?
• Your peers?
• Services to try: Radian6, TweetBeep,
TweetAlert, Google Alerts


Listen to the Conversation
• Be transparent. Be open and
honest in all communication.
• Be ethical. Live by the WOMMA
Practical Ethics Toolkit
• Be relevant. Share information
and perspectives that are
valuable to the online community
• Personalize and be personable.
• Address negative discussion
head-on.
• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it
pays to have a sound strategy for dealing with any
social media conversation taking place about your
brand.

Free

Scratch the Surface


Comcast provides support via Twitter


Get Blogging (Transparency)
• You “almost need a blog”
• Dynamic vs. static content
• Audiences ‘connect’ with blogs
• Metaphor for:
– Transparent communication
– Authenticity
– Responsibility
– Reputation
• “Connectable platform” (Wordpress, Typepad)

Why Blogs?

• Those who use blogs and social networking
sites as an outlet for civic engagement are far
more active in traditional realms of political
and nonpolitical participation than are other
internet users. In addition, they are even
more active than those who do not use the
internet at all. (PEW Internet – 9/09)


The Blogging Process


Even if you have great
website, consider a blog site.
Remember, content and
conversation are paramount.

The best non-profits
connect supporters to
their website, blog and
to other relevant social
medias sites where your
audience hangs out.


Job Volunteer Site

• Even if the budget is small, it never hurts to
try to find great people.
• Because of our current economic situation,
more people are willing to build portfolios
through volunteer work.
• Many free options for this type of site.
• Another way to create believers


Communities

• A community is NOT always a necessary part
of a social media strategy.
• For NPs, it usually is.
• If your NP is local, it definitely is.
• Services to try: Ning, KickApps, HiveLive,
CrowdVine, CollectiveX, Me.com


Facebook

• Events
• Fan Pages
• Groups
• Personal Pages of Believers
• Paid Advertisements
• Causes


Facebook Ads

• Quick Targeting
– Age
– Education
– Location
– Gender…
• Start/Pause/Stop
• CPC Basis
• Export Reports


Facebook Causes
• Start a Cause
• Raise $$
• Show Fundraising
Momentum
• In order to accept
donations through Causes,
a nonprofit must be a
501(c)3 that is also
registered with GuideStar
• Payments through Network
for Good


Microblogging (Twitter)

• Easy, free access to distribution of your marketing
tools
• Requires little “buy-in” from believers or potential
believers
• Another way for your tribe to share your message
• Search allows you to connect with your tribe
• Easy to cross-reference more “in-depth” tools
• To try: Twitter, FriendFeed, Seesmic


Microblogging

Links: 26 Charities and Non-Profits on Twitter


Driving Conversations

• American Cancer Society
• “More Birthdays”


Using Video

Easy, free way for people to really “get involved”
from afar.
Services to try: vimeo, viddler, 12second.tv,
ustream.com, and mogulus.
Stream from your computer or invest in a small
flip camera.


Share Things

Like Photos… …and Videos


Podcasts & Vodcasts

• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text


Where are all the pretty pictures?

• Don’t forget to represent your events, your
believers, your workers with pictures.
• This is way more important than most people
realize.
• Stock is stupid. I want to see your FACE.
• To Try: Flickr, Photobucket, Picasa, Facebook,
Twitpic


Social Media Overkill?


Feature: Friendfeed

• Consolidate
• Simplify
• Track
• Comment


Build a Widget

• Widgets can be placed
on the desktop, the
home page or on a blog
• They bring functionality
like fundraising to
almost any digital
location


What’s the Time Commitment?


LIVESTRONG

3 Lessons:
1)Grassroots is natural application
2)Build in collaborative opportunities
3)Leverage the tools that already exist


Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page

Goodwill uses social media to increase sales of its high-end merchandise


A Few Good Stats
http://dcgoodwillfashions.blogspot.com/
• Over 11,500 unique visitors to the virtual fashion show 9/12
launch
• Over 42,000 page views
• 16% of fashion show visitors have been converted into online
Goodwill shoppers
• Fashion Show Visitors from 31 countries and 48 states plus DC
• 48% of fashion show visitors are from the DC, MD, VA region (the
area we serve)
• Blog is averaging between 600 & 700 visitors a week
• 5.6% of blog visitors are being converted into online Goodwill
shoppers
• Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following
the launch of the fashion show:
• Customer count + 6.6%
• Rack sales (clothing) + 16.5%
• Total sales + 8.275%

Goodwill of Greater Washington

3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop


Alzheimer Society/ Twitter

• Feature: Use of Twitter for Awareness.
A Million Tweets to Remember Campaign


Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

TV and
Radio Magazines

Integrated Social
Media
Campaigns
Direct
Online Mail
Advertising


The 12-Step Plan!

1. Outline Your 7. Enterprise Social
Objectives Media Assessment
2. Risk Profile 8. Policy / Protocols
3. Define Your 9. Choose Social
Audience(s) Channels (Tools &
4. Social Media Content Tactics)
5. Determine Integration 10. Capacity and
Points Commitment
6. Culture Change and 11. Social Media Systems
Adaptation? 12. Measurement


Social Media Strategy
1) WHY? Why are you interested in social media?
2) Why do you want a social media plan for the
organization?
3) What objectives are we trying to meet?
1) Outcomes that are essential to the project
4) How will we know when we get there? (metrics)
1) Objective or subjective measures
2) Qualitative or quantitative
3) Indication of progress
5) What’s the value of accomplishing your objectives?
1) Demonstrable value
2) Represents actual improvement in the current conditions


“Our social media strategy is pretty
simple. It is essentially to humanize the
company by connecting our constituents
with our employees and with each other
when possible, to provide value along the
way.”

-- Scott Monty, Digital Comm. Manager, Ford Motors


Work Out Your Social Media Policy

• New media channels and internet services have changed the
way we communicate
– Personal information at display on blogs, Facebook etc.
– The line between the personal and the professional sphere gets
blurred.
– Corporate information available from lots of sources.
– Users spread information about brands, products and companies.
• Internet allows viral spread of information
– Bad news travel fast.
– Good news can also travel fast.
– Media and the blogosphere influence each other.


De Paul
Social Media Policy


A social media policy should…

"The true goal of every type of social media or web
policy should be to make interacting on the social
web easier, more comfortable, and safer for your
stakeholders."

http://associationmarketing.blogspot.com/search/label/social%20media%20policies


A good social media policy will…

• Educate as well as guide
• Provide instructive input to equip
people with basic new media
knowledge
• Complement an existing code of
conduct
• “Educate on”, respect and
enforce privacy guidelines
• Set constructive boundaries

Navigate the Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner


Understand Your Organization

Social Media is a NOT a universal answer!

Take Lessons from Leading Brands
• Deputize people throughout the organization
• Understand each channel’s unique engagement
• Find champions
• Centralize coordination
• Be in it for the long haul
• Pick channels carefully
• Fish where the fish are
• Support engagement as an extension of company culture
• Encourage employees to use social media to get work done
• Make social media part of the job
• Modularize and Synchronize across channels (activity
streams)


For Tomorrow

• Draft your social media policy
• Get started on your strategy
• Identify your internal constituents:
– Identify one opportunity based on listening and
address it.
• Implement One Idea
– Choose one social channel and implement one idea.
Integrate it into your current communications
program and measure it.


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