PROPRIETARY AND CONFIDENTIAL – NOT FOR DUPLICATION OR DISTRIBUTION

October 31, 2012

Like It,Share It

Using social media for social good

2A Wise Man Once Said…

“Sport has the power to change the world. It has the power to unite people in a way that little else does.”

- Nelson Mandela

3What is Social Media?

“Social media is defined as an interactive group of internet based applications via which individuals and communities create and share user-generated content”

- Wikipedia

4Did You Know…

Some interesting social media stats 91% of online adults use social media regularly 40% of people spend more time socializing online than they do face-to-face There are more devices connected to the Internet than people on Earth Each day users spend almost 200,000 years on Facebook 58% of Facebook users return to the site daily

5It’s Here to Stay

6The Conversation

7Awareness

8Engagement

9Branding

10Outreach

11Should Your Organization Be “Social”?

12The Concerns

What are the major issues you face with social media? Is it really necessary? Resource availability Budget

13The Benefits

Here are just some of the upsides of using social media Reach - it’s where your target audience is Relationships / Community Cost Ease of use Insight and feedback

14Have a Strategy

Before you start you should have a strategy Budget and staffing Design and appearance Engagement and content Short and long-term goals Evaluate consistently

15Where to Start?

Facebook Over 1 billion active users Social media hub Pages and groups Individuals connected as friends Other organizations with shared interests

Twitter Almost 200M active users Who is following or talking about you? Common interests with keywords and hashtags Blogging community and influencers Celebrities, athletes and public figures Twitter chats and offline tweetups

16Other Popular Tools

Instagram Mobile photo sharing platform owned by Facebook

Flickr Photo sharing platform owned by Yahoo

YouTube Video sharing platform owned by Google

Google+ Google’s social networking platform

LinkedIn Professional social networking

Pinterest Virtual pinboard for sharing

17The Rise of Mobile

Mobile is increasingly becoming the gateway to social Mobile now accounts for over 10% of internet usage worldwide

(more than doubled in past 18 months) Facebook (33%) and Twitter (50%) have large mobile usage Accessibility Ease of use Location (“SoLoMo”)

18Mobile is Social

19Mobile is Everywhere

20Social Media is a Dialogue

Social is best used for conversation, not a monologue Conversation between you and your audience Ask questions and add value to conversation

21First Listen…

22…Then Engage

23Community Takes Time

Use social media to cultivate a community of advocates Grow one-by-one through individual interactions Continuous engagement Clear and consistent voice

24What Should I Post?

What makes great content? Visual and shareable Be remarkable Tell a story Relatable statistics Thought leadership

25Strive for “Shareable”

26Follow the Money

Social media allows potential donors to understand where money would be spent

27Tell A Story

28Create a Movement

29Recognize Your Supporters

30Be Grateful

31Link Social to Digital

Drive interested parties back to your website for more info

Social is leading source of traffic for many sites

Natural way to pull people to larger stories

One picture can motivate someone to read a blog post

32Encourage User Generated Content…

33…And Use It

34Identify Your Key Contributors

Identify your most passionate supporters Donors and advocates Global and local Organize – Facebook group, email marketing, etc.

Activate / Mobilize Identify audience through social Get people involved and empower them

35Meet Online…

36…and Offline

37Unlock the Power of Digital WOM

38Call to Action

39Find Influencers

Influencers can help promote your cause to their audience Reach a wider audience and can drive them to take action Kred, SoclMetrics, Peer Index, Twitter Search, etc. Celebrities and athletes yield massive social influence

40Fundraising with Social Media

Benefits Younger generations prefer to donate online More than 50% of are under 30 years old Future generation of donors Want to tell friends what they are doing and share their generosity Good article: http://info.helpattack.com/2011/12/a-brief-history-of-social-

media-fundraising/

41Be Authentic

Fundraising should not be the focus of social media Focus on building the community Highlight stories and make it easy to donate Show where the money is going and the difference it makes Allow them to track the progress Get creative Main value is not direct money, but showing interest in your cause

42Group Fundraising

Tap the power of social media with these sites Causes (Facebook application) CrowdRise DonateNow DonorsChoose FirstGiving JustGive Razoo Fundraise

43Find Partners

Use social media to find and highlight partners who share your values

Significant opportunity with social media Go beyond finding donors and create

partnerships with lasting value Provides long term support

44Demonstrate Value

Critical to demonstrate value and relevance to advocates and donors Social media is a great way to display a history of engagement and

timeline of stories Every event should be captured and shared

Talk about how you can give sponsors more value with social Gives people a way to show off the good they do

45Measurement

What should I be measuring? Identify KPIs that match your organization’s strategic goals Share of voice, traffic referrals, clickthroughs to donate, number of

volunteers, RSVPs for Facebook event, etc.

Social media can be used to gain valuable insight Real-time feedback and focus group Twitter polls, Facebook Questions, etc. Facebook Page insights (popular posts)

46Social Media Toolbox

Use tools to maximize efficiency and make managing social media easier Save time and get the most out of available resources Hootsuite, Tweetdeck, mobile apps, etc. But don’t be lazy (RSS feeds perform poorly)

47Any Final Questions?

48THANK YOU!

Steve Cobb@steve_cobb

Bruno Smadja@bruno_smadja

Alexandra Kosteniuk@chessqueen