social media for non profits - westminster college

Social Media for Nonprofits

Management Information Systems Program Presents

Created by:Brian Critchfield

Who Am I?• 20 years of experience• Started 2 marketing agencies• Pioneer in social media• International speaker, author, and consultant• Launched close to 100 companies/divisions/products• Done work for Microsoft, HP, Kodak, Bridgestone, Weyerhaeuser, Toyota, Intel,

and dozens more• BBA in Marketing from Boise State• MBA in Global Business from Thunderbird• Marketing faculty at Westminster College, University of Phoenix, and Grand

Canyon University• Chief Navel Gazer at Navel Marketing

“You cannot sell a man who isn't listening. Word of mouth is the best medium of all; and dullness

won't sell your product, but neither will irrelevant brilliance”

Bill Bernbach, co-founder of DDB Advertising

Dove

Dove• Launched in the 1950s with a new beauty bar that would

dry skin like soap• Grew into "the world's top cleansing brand"• Renewed obsession with beauty, personal care, and “age-

defying” products• By 2004, had become just another skin care company• Fighting for attention among parent company's brands such

as Lux, Pond's, Sunsilk, and Vaseline• Needed to do something to become relevant again

Dove• Research showed: • Only 2 percent of women around the world described themselves

as beautiful• 13 percent of women said they were very satisfied with their body

weight and shape• 75 percent strongly agree that they wish ‘the media did a better

job of portraying women of diverse physical attractiveness’

• Dove’s Mission: “make women feel beautiful every day by widening today's stereotypical view of beauty and inspiring women to take great care of themselves.”

Dove• “Campaign for Real Beauty” (Campaign = Cause)• Focus all marketing efforts on what the target market cares

most about, not pitching products• Launched in England in 2004 and in the US the next summer• Launched prior to the creation and growth of many of the

social media tools• Used advertising, videos, workshops, PR, events• Dove Self-Esteem Fund• Series of Superbowl commercials

Dove

Dove• Results:• Won a myriad of “industry awards”• Dollar sales jumped 2% in one month• Sales of firming products increased 700% in Europe in first

6 months• Double-digit growth in sales for Q1 and Q2 2005• US sales for year ending Aug 7, 2005 were up 6% to $500

million• Unit sales rose 5% and it finally broke the $1 billion barrier

Dove• Why?• Tapped into what target audience cared most about: self-

esteem and self-image• Tapped into one of our biggest responsibilities as parents• Developed a cause that was both important to the target

market and core to the brand’s mission• Not just lip service - developed the Self-Esteem Fund,

workshops, resources, etc.• Evangelists buy into causes

Dove• Bob Garfield, Ad Critic, “The hard part will be staying on the path. What

happens when Dove sales begin to flag and market share begins to slide? That will be the test of true righteousness. Does the "Campaign for Real Beauty" then get disposed of, like last year's fashions, or dubiously "enhanced," like a pair of fake breasts?”

• Trojan Horse Photoshop Action• Real Beauty Sketches

Customer Evangelist

•What is an evangelist?• “A person marked by evangelical enthusiasm

for or support of any cause.”*• Term originated with religion

*Dictionary.com

Customer Evangelist• 3 Levels:

• Satisfied - Happy, but will go anywhere• Loyal - Only buy from you• Evangelist - Voluntary sales force

• If someone is going to invest time or energy in your brand, it has to be wrapped in a cause

• “Make Meaning”• “Making the world, or an industry, better”• Customers buy products, evangelists buy causes

Cause

Marketing From the Navel

❍ Cause❍ Position❍ Culture❍ Product❍ Message❍ Experience❍ Measurements

What is Social Media?

What is Social Media?Definition

Conversation TechnologiesTools

Social Networks/CommunitiesBlogs, Micro-blogsSocial Tagging/BookmarkingPodcast/VidcastWikis, Forums, RSSSocial CommercePhoto/Video Sharing

What is Social Media?

Some Facts…

Some Facts…

Some Facts…

Some Facts…

Some Facts…

Compared to national Facebook users, Phoenix Facebook users are a little younger and a little more affluent.

U.S. Phoenix Index U.S. Phoenix Index U.S. Phoenix Index U.S. Phoenix IndexGender

Men 74% 77% 104 18% 20% 111 16% 17% 106 16% 17% 106Women 77% 83% 108 15% 20% 133 14% 18% 129 15% 13% 87

Age18-24 92% 94% 102 26% 12% 46 9% 35% 389 26% 23% 8825-34 87% 87% 100 17% 21% 124 20% 18% 90 18% 16% 8935-44 83% 78% 94 22% 12% 55 15% 14% 93 16% 14% 8845-54 79% 77% 97 25% 24% 96 13% 12% 92 14% 13% 9355-64 73% 68% 93 29% 31% 107 10% 9% 90 12% 13% 10865+ 67% 67% 100 22% 31% 141 7% 10% 143 12% 12% 100

HH IncomeLess Than $60K 76% 77% 101 11% 26% 236 16% 16% 100 15% 17% 113$60K - $74K 76% 82% 108 15% 27% 180 15% 17% 113 16% 14% 88$75K - $99K 73% 73% 100 21% 23% 110 14% 14% 100 16% 21% 131$100K+ 73% 75% 103 27% 28% 104 13% 16% 123 17% 18% 106

Facebook.com Linkedin.com MySpace.com Twitter.comDemographics

Source: comScore August 2011

Index: Compared to national Facebook users, Phoenix Facebook users are 3% more likely to have household income in excess of $100,000.

Some Facts…

Some Facts…

Some Facts…

41.5% say they’d recommend a business that they heard about from friends on Facebook

36% recommend brands they learned about on Blogs

Some Facts…

Benefits of Social Media

Social Media Marketing Industry Report. April, 2013

The Conversation is Already Going OnRight now, at this moment, people are talking about your product online. You can’t start it or stop it. You can choose not to engage . . . .” Jim Licinski, Google

The Analogy

Key to Social Media"When there were just a few platforms, means of communications were controlled by governments and corporations… [that] paradigm shattered. New technology has made it possible for every one to be a broadcaster. Anyone can take the stage and hold it depending on their content. We [UNICEF] decided that we should get involved in as many of the new platforms for delivering our messages about children as we could.“

Stephen Cassidy , UNICEF

Social Media

Publish

Syndicate

Integrate

Monitor

Engage

Nurture

Publish

Publish

Publish

• Conversation without content is empty rhetoric• In social media, the difference between

consumer and professional is content• Content:• Demonstrates thought leadership• Drives conversation• Increases findability

What to Publish

What to Publish

1. Focus on the cause2. Promote3. Educate4. Advocate5. Collaborate6. Aggregate

What to Tools to Use

• Blogs• YouTube• Podcast• White Papers• Seminars• Newsletters

Syndicate• Once great content is created, use “as many of the new

platforms for delivering [y]our message” as you can• Increase reach and frequency of exposure to your content• RSS = Really Simple Syndication• http://navelmarketing.com/feed/

• PPLS• Plug your feed in wherever possible• Push content through Newsletters• Link to specific content• Share content offline

Syndicate

Syndicate

Syndicate

Integrate

• In order to maximize efficiency and effectiveness, integrate your platforms

• Use RSS to share content• Use integrated technology tools• HootSuite• TwitterFeed• Facebook Applications

Integrate

Integrate

Monitor• Social Media is infinitely trackable• Active

• Google Search• Technorati• Twitter Search

• Passive• Google Alerts• Twitter Instant Updates• TweetDeck/Hootsuite• Mention

Monitor

Monitor

Monitor

Monitor

Monitor

Engage• Content without conversation is advertising

• Respond to comments directed to you• React to other’s commentary• Engage in meaningful discussions

• Seek out the “coffee shops” related to your target and engage• “Cocktail party” rules• Start with an introduction and a question• Be humble and respectful• Be you

Nurture• Look for opportunities to add value

• Links• Introductions• Answers• Promotion

• The easiest way to make friends is to serve• “Service is the price we pay for the privilege of living on

this earth.” Gandhi

Nurture

Nurture

Nurture

Summary

• Become an organization worth talking about• Then facilitate and participate in conversations• Social Media are conversation technologies• Social media can not only increase your brand

awareness, but generate donations• Successful social media combines content and

conversation

Social Media

Publish

Syndicate

Integrate

Monitor

Engage

Nurture

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