Social media for a social causeSkye Doherty

July 2010

CC image: www.flickr.com/photos/davidking/2584489931/

Find out what social media is Learn how to use it as a marketing tool Discover the tools you can use Develop a strategy for your oganaisation Start building a social network profile

Today you will …

A short film to get you in the mood …

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Tweets ahead: Aussies embrace social mediaPosted Mon Feb 1, 2010 6:00pm AEDT Updated Mon Feb 1, 2010 7:05pm AEDT

Australians are leading the world when it comes to time spent on social media sites, with a new survey showing we spend on average almost seven hours a month on sites such as Twitter and Facebook.

Time spent on social networking sites: December 2009

Increase in views of online VIDEO STREAMS

Increase in time spent watching videos on social networking sites

Percentage of internet users VISIT social networking or blog sites

Data year-on-year, October 2009Source: Neilsen Newswire

26%66%

98%

Great! So everyone’s doing it. But what does it mean for

NONprofits?

“… a tremendous opportunity [exists] for nonprofits to participate as trusted providers of credible information and ultimately cultivate the next generation of major donors through the social web”

Philanthropy 2.0 Social Media Research

Social media for social causes study: the resultshttp://mashable.com/2009/03/26/social-media-nonprofit-study/

Found that the greatest opportunities were in the 30-49 age bracket. Within this group …

Donated more than US$1,000

Source: http://slideshare.net/geoliv/phil-20-social-media-research-final

47%

Philanthropy 2.0

78% Participated in social media

27% Trust it for important philanthropic information

trustengagement

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Want authenticity – not spin Want useful information Want to participate Are willing to contribute Want information on demand

Understand your audience

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“The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organisation as a leader …

“What works is a focus on your buyers and their problems. What fails is an egocentric display of your products or services.”

David Meerman ScottThe New Rules of Marketing and PR

Engage … it’s a conversation Be a person, not a nameless brand Involve the whole organisation Prepare to lose control Give your ‘friends’ the chance to act Generate good content Have a plan for maintaining profiles

Rules of engagement

Where to begin?

CC image: www.flickr.com/photos/matthamm/2945559128/

Where is your audience? How are others using social media? Is anyone pretending to be you? What are your goals? What type of content do you have? How will you maintain your sites?

Plan: answer these questions

Share content Maintain relationships Monitor and measure Manage donations / sales

Things you can do

Content

Relationships

Measurement

Donations

Integrate social media with existing strategies

Add links to your website Use the social media press release Upload fresh content Listen to what people are saying Participate in discussions Respond to issues Nurture evangelists Be honest and open

Tips

Now … get social

http://skyedoherty.com www.twitter.com/skyedoherty www.slideshare.net/skyedoherty www.delicious.com/skyedoherty

Resources

http://skyedoherty.com