true lies: an honest approach to making the web, social and mobile media work for you
DESCRIPTION
A simple, marketing-centric look at taking your nonprofit organization digital.TRANSCRIPT
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True LiesAn honest approach to making the web, social
and mobile media work for you.Philanthropy & Houston • February 22, 2011
Caesar [email protected]
Frank Moore713.868.0970
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This used to be simple.
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Then it got a little complicated.
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Then this happened.
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We tried to simplify it.
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Stop listening to the noise.
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You’ve heard this one before
There’s way too much for me to keep up within the digital world.
Real truth
I can be most effective by focusing not on quantity, but on
quality and consistency.
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How much “digital” should I do?
Web
Social
Video
Search
Mobile
Content
Analytics
Web
Social
Video
Search
Mobile
Content
Analytics
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A likely story
Unless I’m a techie, I’ll never figure out how to use digital
media.
Real truth
I can launch a digital strategy with some
basic marketing know-how.
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Marketing fundamentals work here, too.• Set Goals
• Success Criteria
• Know your
audience
• Know perception
• Make it actionable
• Is someone setting a good
example?
• Learn from current
“customers”
• Do a survey
• Just ask!
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Admit it, you’re rationalizing
Once our new website is launched, everyone will finally
hear our message.
Real truth
I know that effective digital strategies are ongoing, multi-
dimensional conversations.
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Checking offor staying on?
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Website or Web presence?
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Facebook / Twitter or social media strategy?
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Mobile viewable or mobile experience?
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Talking or listening?
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Turn Bystanders into
Evangelists
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Your most important tool
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Trying to impress your boss?
I’m going to get my digital plan implemented by the end of the
month.
Real truth
I know that to work best, digital needs to be part of my organization’s culture.
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Fear is natural.
• Typos, poor grammar
• Public criticism
• Brand compromise
• TMI
• Libel
• No control
• Drained productivity
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Have a plan.
• Develop a policy
• Trust your staff
• Embrace and relinquish
• Accept mistakes, take risks
• Fix as you go, fail fast
• Being informal is ok
• Have two-way conversations
• It’s not a spectator sport, but a
contact sport
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TryTest
Tweak
Terminate
The Four T’s
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It is still about donations...
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Too good to be true
Going digital is really going to boost
my donations.
Real truth
Increasing donations is a result of a successful multi-channel
strategy.
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Studies have shown
In 2009, only 8% of donations to the
75 largest US nonprofits occurred online.
In 2009, only about 40% of nonprofits using Facebook
Causes
raised any money through this service.
And 29% had raised less than $500 in 12 months.
In 2010, after the Haiti earthquake, the American Red
Cross collected $22M by text message, 37% of donors
contributed via text.
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Keep online donations in perspective• People are partners, not ATMs
• Storytelling makes donating personal
• Consider “micro” recurring gifts
• Thank donors, make them heroes
• Don’t reinvent the wheel
Donors come because of what we do for others,
they stay because of what we do for them.
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$10M in three years
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Isn’t that convenient?
It’s difficult to measure the ROI of digital media activity.
Real truth
I can measure ROI of many digital media
in ways not related to money.
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Some ways to look at ROI
• What are the benefits of my efforts?
• Did I accomplish my goals?
• What did we learn?
• What would this have cost using “traditional”
media?
• What mistakes did we make?
• What would I do better next time?
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Putting it all together...
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• Create a plan
• Define success
• Know your audience
• Know your channels
• Choose your tools
• One size does not fit all
• Identify credible sources &
influencers
• Be genuine, not just “social”
• Be consistent
Remember this…
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List of tools
• Mashable
• Crowdsourcing
• Google Reader & Alerts
• Twitter search
• Technorati
• Boardreader
• Social Mention
• Acceptiva
• Mobile Giving.org
• The Agitator.net
• Beth Kanter.org (The Networked
Nonprofit)