seamless social pro-bono social media workshop for food banks
DESCRIPTION
A workshop delivered pro-bono for the volunteers of the Souther California food banks (1000 pantries) at their "All Agencies Conference". The workshop provides an overview of how non-profits can leverage social media to build relationships, fundraise and recruit volunteers. A presentation by Jean-Marie Bonthous, from Seamless Social (http://www.seamlesssocial.com)TRANSCRIPT
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Fundraise & recruit volunteers
Jean-Marie Bonthous
A pro-bono workshop delivered at the “All Agencies Conference” of the Southern California Food Banks
@All rights reserved • Seamless Social 2011 • http://www.seamlesssocial.com
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One-way vs. networked
2/3 internet populationMore traffic than email
Free…
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Giving + volunteering are going social
GiftAdvise
RecommendJoin
Review
ResearchCompare
Test
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What people want Trust
ConversationsEmpower me
Listen Engage
Acknowledge meReal-time
Timely, relevant, captivating Transparent, informal, candid
AccountableNice to peopleDifferent & fun
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How big?- 50% under 30, 96% of millennials on social network
- Facebook: 250-650 mil. last 12 months, 3rd country, 1 billion updates/day
- Blogs: 200 mil.
- Twitter: 75-175 mil., 100 mil. tweets/day
- LinkedIn 50-100 mil, $100K+, 3 billion searches/year
- #1 growth: 55-60 females
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Powerful?- 75% decisions influenced
- Customer comments double conversions
-1 negative comment: needs 10 positives
-Reviews by consumers: 12 x more credible
- People believe: 90% from known, 70% unknown
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Network effect and “weak links”
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Position Objectives
Fundamentals
Strategy
Facebook, Twitter, YouTube = tactics
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Positioning
- Who are we?
- What are we trying to accomplish?
- What’s unique and compelling about us?
- Who is our competition?
Etc…
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Objectives & strategy
- Objectives ?- Prospects?- Message?- Content?- Media & tools?- Unique?- Process?- Organize?- Metrics?
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No silver bullet, but opportunities- First year donor retention: 29% (loyalty)
- Fundraising email response: 1.3% (touch)
- 67% of donors plan to eliminate or reduce support for non profits that over-solicit (stewardship)
- 26% non-profit websites rated effective (design/content)
- Recurring donors: 10% of all US donors (monthly giving)
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Bringotherson board:you need criticalmass
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Fundraise online?
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Fundraise online? No silver bullet
- Fastest growing channel + 14% globally- Email= key driver: lists + 22%- 1K email list= 110 Facebook, 19 TwitterBut.. - 77% raise under $1K- Only 10% people online make > than 1 donation
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Soft conversions
”No Kid Hungry Pledge”: Take pledge, share status updates.
Donate a tweet a day
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Develop collaborations
Recruit volunteers
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Lifecycle
Use social media for:
Grow awarenessBuild relationships
EnrollGrow loyalty
Create advocates
Communicate – Connect - Coordinate - Celebrate
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Tools…
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Create Optimize Publish BrandShare Syndicate Re-purpose In-person
?
?
Listen, Understand, Target, Engage
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Build community
EducateMentor
ListenFeedback activities,
results
Create, enforce
guidelinesPromote
transparency
Build community of donors +
volunteers talking to each other
Set goals,
measure
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- Perso page & organization page- Connect: 1-2-3 degrees- Profile: URLs, video- Updates- Feed blog, Twitter, Slideshare…- Join/create groups- LinkedIn recruiter- Apps: polls, etc.. - Premium options
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Advanced people search- Industry- Groups- Postal code- Connectivity- Language- Function- Company size- Title
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- Easy- Follow anyone/people follow you- Keep in touch, real-time- Track news, find resources- Expand network, engage people, leaders- Mine, search, target- Push videos, events, presentations, news, site- Personalized page + profile- Feed to Facebook, LinkedIn, web site- SEO advantage
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with volunteers
Create a # for project, ask volunteers to follow- Share volunteer opportunities- Share project updates- Upload project photos- Share project video from YouTube
Organize followers as lists- Recognize key volunteers/advocates- Scan/track activity + share
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TwitterIdentify thought leaders/ influencers
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TwitterSchedule & Automate, analyze, track
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Manage - Connect with Facebook, MySpace, LinkedIn, blog…- Customize: columns, groups, searches, automatic updates- Manage conversations with @replies and direct messages- Follow topics in real time: saved searches- Manage multiple accounts- Add, create, manage, Twitter lists
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- Timeless, valuable content- Get message out, updates- Searchable- Don’t sell- Multimedia, optimized content/SEO- Share: Twitter, Facebook, LinkedIn- Analytics (Postrank, Google analytics..)
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- Menu, links to sections- Search feature- Links to Facebook, Twitter, bookmarking- Description of organization- “Connect with us” (RSS, email, Facebook, Twitter)- Popular posts- Browse by tag post, category- Comments/approved- Optimized for SEO
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Acknowledgement + volunteers
Build community around projects- Share stories: people, community, agency, - Recognize people- Interview partners- Invite people to tell stories- Share statistics: need & impact- Post project photos- Photo or video contest/get votes- Crowdsource project improvements- Comments
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- 2 billion views/day, 50K hours daily uploads
- #2 search engine: drive traffic to site or #800
- Share information, thought leadership, educate,
- Grow awareness, promote event, recruit, fundraise, trainings, seminars, employee com., presentations, project videos, newscasts, testimonials
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YouTube
- Subscribe, view, comment, contribute value- Engage the community, join groups- Put a face, 2 way conversations - Build a network- Don’t promote blatantly- Post a bulletin to your channel: text or link.- Add friends to your list, send messages
Connect & contribute
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YouTubeTechVideo or slideshow, voice or music, high res.- Good audio- Webcam live
Annotations - Speech bubble, note, overlay - Link to channel/video/contact info, explanation..
Description: plenty of keywords (Google owned..)
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YouTubeChannel- People subscribe, automatic notification- Publicize channel URL- Set name, channel type, tags, featured video…
Comments, ratings- Allow/disallow /moderate comments/video responses- Viewers rate videos, vote comments- Embed videos in others’ sites- Syndicate for mobile/TV access (MediaRSS, TubeMogul)
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YouTubeTrack performance- Basic: views, likes/dislikes, comments, favorites, links, audiences, world map, honors.
- Advanced: views over time/by region, discovery, demographics, community engagement, hot spots, call to action clicks
Be findable- Keywords and phrases- Title, tags, description- Optimize view count, comments, ratings
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YouTube for non profitDesignated non-profit channel- Premium branding capabilities- Increased upload capacity- Drive fundraising through Google “Donate” button- Listing on non profit channels & non profit video pages- Can add call-to-action overlay on videos- Advice on how to run campaigns on YouTube
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- Personal page- Business page- Multimedia, Twitter- Contribute to groups- Target/advertise/landing pages- Live chat, Skype video- Exponential reach
- Custom landing tab- Discussions + polls- Analytics: to/from & inside Facebook
Engage
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Facebook Causes
- Free tools: create page, campaign, accept $$- Get friends involved- Build communities of supporters- Circulate petitions- Build volunteer capacity- Easy set up, post videos, photos, updates- Twitter feed
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Facebook Causes: content
- Best practices- Success stories- Newsletters- Webinars- Information for advertisers
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Facebook Places
- Register /claim your page on Facebook
- Find or create offsite event Partners donate % for each check-in?
- Tag places and venues you want
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Build support
- Invite people to “Like” the FB page- Set projects as calendar events- Invite volunteers to sign up + invite friends- Email each new person, intro yourself- Confirm their attendance
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Facebook Rules
No community on a personal page
No tagging without consent
Contests / promotions: no permission, must use apps
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Email 10K free emails/month- Build permission-based list
- Sign ins: downloads, contests, registrations
- ESP: email with links + share
- Clear, focused, short
- Call to action: donate, volunteer, register, tell a friend, learn more, talk with others about it, write an email, make a call..
- Great stats, manage sign-up forms, unsubscribes
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Be different
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- Cheap, prepaid cell phone- 1 month of unlimited texting- Twitter account
“Underheard in New York”
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Creative
100 lbs of food for every new “Like,” up to 30K lbs900 new members
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Free agents: your marketing dept.?
Hyper-connected individuals working
outside of organizations to organize, mobilize,
raise funds, communicate with
constituents..
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Measure
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ROI? ROE?KPIs?Vanity metrics?
AwarenessSentiment
Media relationshipsInfluencer relationshipsCustomer satisfaction
NSPCommunication
savingsRatings and reviews
Forums
CommunitySEO, reach, followers,
fans, forwards/RTs, invites, commenters,
shares, loyaltyRevenue Growth
Fundraising# of volunteers
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Resources
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Free tools to measure- Facebook analytics- YouTube Insight- Twitter: Topsy, Tweetstats, Twitter Analyzer, Twitter counter, Hootsuite- Share, track, analyze links: bit.ly- Influence: Klout, PeerIndex, Twitalyzer- Interactions with content: Backtype- Compare yourself: Compete- Site: Google Analytics, Postrank
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Blogs Beth KanterChange.orgNTENNon-profit Marketing BlogFine BlogCase FoundationKnightPulseMarketing for NonprofitsGetting AttentionTactical PhilanthropyGive and TakeWorking Wikily
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Resources to identify influencersFree
- Google Blog Search: blogs- Blog pulse (like GS + good data on blogs)- Ice Rocket: trended topics in blogs + social networks- Blogrolls: peer-peer endorsement- Boardreader: forum + message board search engine- TouchGraph Google Browser: see how topics, people, organizations are connected.- HootSuite: look up people by what they are saying- Facebook search: search by product, issue, industry
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Resources to recruit volunteers
- Craigslist- Networkforgood.org- Volunteersolutions- Volunteers of America - VolunteerMatch.org- PointsofLight.org- SnapImpact: searches “AllFor Good” database to connect w. local opportunities
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Google for non-profithttp://www.google.com/nonprofits
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Educational resources
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Fundraising tools
- Widgets or badges
- Network for Good (4.75%) or Paypal (transactions)
- Chipin: place on your site or Facebook, free. Paypal for donations. Donor button + thermometer
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Thank you!
Jean-Marie Bonthous, Ph.D.Seamless Social
Cell (310) 457 0444www.seamlesssocial.com
[email protected]@All rights reserved • Seamless Social 2011