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Madison Non Profit Day, August 11, 2011 Kelly Parks Snider, ProjectGirl Co-‐Founder
Wendy Soucie, Principal WSC
© Copyright 2009 Wendy Soucie ConsulGng LLC -‐ All Rights Reserved
ProjectGirl.org: Case Study: How to use Social Media to Mobilize
and Win a Grant
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© Copyright 2009 Wendy Soucie ConsulGng LLC -‐ All Rights Reserved
What is social media?
social media: conversaGon via the Internet used to create shared value
for parGcipaGng consumers and businesses
It’s about connecGng with people
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105 4/09 30,500 02/11 Website
TwiZer Directory
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Best Buy @15
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© Copyright 2009 Wendy Soucie ConsulGng LLC -‐ All Rights Reserved 9
! 228 Million in US using ! 74.1% of US Pop. ! 130 M social network users ! Ave age of user is 32 yrs
Social media landscape
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6
Build a Social Media Business Strategy Goal 16,000 b
Strategy
Tools
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• GOAL: Win the highest % of the vote for program funding
• OBJECTIVE 1: Be Trusted; Educate trainers and parents; be fun, sassy and relate to the kids; make it fun
• OBJECTIVE 2: Drive youth to www.at 15.com Website, ask for votes for “Best Nonprofit”, Gme sensiGve contest.
ProjectGirl.org (NonProfit)
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ProjectGirl.org
• STRATEGIES: Get known quickly, give youth reasons to parGcipate, be visible to adults, trust and brand
• AUDIENCE: children and young adults 13-‐21, parents, educators, business professionals
Copyright 2011 Wendy Soucie Consulting LLC | www.wendysoucie.com
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• Build profiles where adults
hang – let them know we can be trusted
• Tell the ProjectGirl kids’ stories
• Share content created by kids
• Entertain and inform • Ask for registraGon and vote • Empower kid evangelists • Make things very shareable
Know Your Goal Build Your Strategy
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http://bit.ly/hmCudD How to Leverage Social Media Optimization!
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Personalized and Targeted Email is Social
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Entertain and Inform
• NO Flash • Html for searchable text
• Search engine opGmizaGon for every page
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ProjectGirl.org (NonProfit)
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IdenGfy Influencers
Blogs
Yahoo, Delicious, other niche
sites LinkedIn
TwiZer
YouTube
hZp://www.wendysoucie.com/social-‐media/citrixwebex-‐social-‐media-‐assessment-‐by-‐social-‐media-‐academy-‐alumni/
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Understand Your Audience
! Technographics ! Demographics ! Influencers
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RegistraGon & Drive Votes
ProjectGirl.org -‐ TacGcs
Copyright 2011 Wendy Soucie
Consulting LLC | www.wendysoucie.c
om
Email Campaign
Group
Page & Profile
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Trust
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Source: Beth Kantar
Time, tools and tacGcs
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Share ProjectGirl content via
blogs
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© Copyright 2009 Wendy Soucie ConsulGng LLC -‐ All Rights Reserved
Social Networking
What? • On-‐line community that builds social relaGons among people, with shared interests • Profile is required to see or parGcipate • Networks can be small/large, social/business or all of these • Web-‐based interacGons with text, presentaGon, video , or photos depending on site How? • Connect with people • Contribute content of value to your network • ParGcipate through comments, quesGons, answers
Where? • FaceBook.com • LinkedIn.com • Fastpitch.com • Ecademy.com
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Building Community
Empowering Evangelist
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The kids share their stories
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Results!
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© Copyright 2009 Wendy Soucie ConsulGng LLC -‐ All Rights Reserved
6 ways social media can improve “business as usual”
1) Expanding the conversaGon before and beyond the donaGon or call to acGon
2) Developing relaGonships with online influencers 3) Discovering hidden knowledge to increase online effecGveness
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© Copyright 2009 Wendy Soucie ConsulGng LLC -‐ All Rights Reserved
6 ways social media can improve “business as usual” (cont.)
4) Sharing valued-‐added content in mulGple ways across mulGple channels
5) CollecGng Gmely feedback from current, potenGal, past and lost donors, clients
6) Understanding important issues relevant to your target audience
Stay nimble
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Strategic Alliances – Joint Ventures • Wendy Soucie ConsulGng -‐ Principal • Social Business ConsulGng Group (Sobizco) -‐ founding partner
• End Result MarkeGng • Nurture markeGng, research, social media
• Social Media Academy • CerGfied Social Media Consultant • Founding Gold Member and Alumni • Black Diamond Consultant • Social Media Academy Faculty 2011
• Xeesm – Social CRM – Business Partner – Wisconsin
• Photo credits Istock Photo