using social media for strategic friend and fundraising for nonprofits
DESCRIPTION
Delivered at the 2012 No More Homeless Pets National Conference, this presentation covers the state of social media, developing a strategy, platforms, audiences, and several tactics to implement.TRANSCRIPT
Making Sense of Social Media Part IIFriend- and Fund-raising in the Digital Age
Chad Norman, Director of Marketing, SPARCOctober 25, 2012
#NMHPsm
100%of people (and pets)
need real relationships in
their lives.
billion total monthly Facebook users worldwide
1
www.facebook.com
of 12-year-olds have admitted to their parents
they are using Facebook.
55%
Wall Street Journal
But really it’s all about…
The Spectrum of Communication
The Social Part of the Spectrum is Interactive
of people trust peer recommendations, while only 14% trust advertisements.
90%
Erik Qualman, Socialnomics
MAKE WUFFIE!
Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential assess to ideas, talent and resources, saved-up favors, and accomplishments.
The Whuffie Factor by Tara Hunt
www.tarahunt.com
blog postsinfographics
eventsnewsletters
reportssurveys
videos
photos
55%of people search for information first on social media.
http://www.insideview.com/social-selling
70%of the people’s minds
are made up before they are asked.
http://www.insideview.com/social-selling
Our Social Media Honey Pot
Let’s take an awwwwwwww break.
Let’s take an awwwwwwww break.
* From Charlene Li and Josh Bernoff's book Groundswell:
Winning in a World Transformed by Social Technologies
P = People: Who?
O = Objectives: Goals?
S = Strategies: Outcomes?
T = Technologies: Tools?
The P.O.S.T. method*
’
10
17
28
30
15
social
media
search & seo
website adverti
sing
emailmarketing
internalcomm
publicrelatio
ns
events
direct marketi
ng
Organizational Goals
Marketing Goals
Social Media Goals
Align your strategic marketing objectives with your organization’s.
Organizational Goals
Marketing Goals
Social Media Goals
Measure your social media goals against your organization’s.
social
media
search & seo
website adverti
sing
emailmarketing
internalcomm
publicrelatio
ns
events
direct marketi
ng
73% of nonprofits allocate half of a full-time employee to
manage social media activities.43% budget $0 for their social
media activities.The top 3 factors for success
are:strategy, prioritization,
dedicated staff.
Key Findings from the 2012 Nonprofit Social Network Benchmark Report…
WHO? Customers, friends, fans - people with an affinity
People 45 and older make up 46% of Facebook users.
2nd most visited site behind Google.
WHO? Acquaintances mixed in, along with prospects, press, and
influencers
28% of black & 14% of Hispanic Internet users vs. 12% white.
18-29 demographic makes up 29 percent of users.
WHO? 18 - 34 is sweet spot at 35%
3rd most visited site behind Facebook.2 billion views per DAY.
WHO? Professionals, educated adults, recruiters, and
businesses
Gender too close to call.150+ million users.
WHO? Your wife, sister, girlfriend, mom, daughter,
crafters, DIY-ers, and foodies.
80% are women.50% of users have kids.
WHO? Young, techie men hang out here.
Dominated by men (71%) and early adopters.
About 50% of Google+ users are 24 or younger.
1% of social media users -- belong to all major networks
high call-to-action ratio -- can help achieve goals
5% of social media users -- belong to all major networksgenerate 80% of content -- contribute to your reach
45% of social media users -- presence on at least 2 networksrarely influence others socially -- use specific calls to action
49% of social-media users -- consume info on one network
influenced by friends and family
Let’s take another awwwwwwww break.
Let’s take another awwwwwwww break.
Use Commenting Tools that Authenticate with Social AccountsUse Commenting Tools that Authenticate with Social Accounts
11TACTIC
TACTIC
Publish Photos Under a Creative Commons LicensePublish Photos Under a Creative Commons License
16
Boost Your SEO Rankings with Google+
Boost Your SEO Rankings with Google+
TACTIC
103
TACTIC
Sign up for Nonprofit ProgramsSign up for Nonprofit Programs
104
TACTIC
21
Connect with the Top Tweeters in Your AreaConnect with the Top Tweeters in Your Area
TACTIC
26
Start, Join, & Organize Conversations with HashtagsStart, Join, & Organize Conversations with Hashtags
TACTIC
Use Social Plug-ins on Your SiteUse Social Plug-ins on Your Site
33
TACTIC
37
Integrate Supporter Photos with Other Channels
Integrate Supporter Photos with Other Channels
TACTIC
43
Livestream Key EventsLivestream Key Events
TACTIC
Integrating & Organizing Social Communications with an Editorial Calendar
Integrating & Organizing Social Communications with an Editorial Calendar
105
TACTIC
Optimizing Communication Style & Content for Each Social Channel
Optimizing Communication Style & Content for Each Social Channel
106
TACTIC
47
Encourage Action on Facebook with a Custom App
Encourage Action on Facebook with a Custom App
TACTIC
Launch a Like CampaignLaunch a Like Campaign
49
TACTIC
54
Empower Supporters to Take Social Action
Empower Supporters to Take Social Action
TACTIC
57
Engage the Blogging CommunityEngage the Blogging Community
TACTIC
60
Organize a TweetupOrganize a Tweetup
TACTIC
69
Create a Flickr Group to Support Your Mission
Create a Flickr Group to Support Your Mission
TACTIC
62Add Mission-Related Tips on FoursquareAdd Mission-Related Tips on Foursquare
TACTIC
77
Encourage Supporters to Make a WishEncourage Supporters to Make a Wish
TACTIC
Use Video Annotations as Calls to ActionUse Video Annotations as Calls to Action
83
TACTIC
86
Participate in Social Buying PlatformsParticipate in Social Buying Platforms
TACTIC
88
Ask Supporters to Pledge Social ActionsAsk Supporters to Pledge Social Actions
TACTIC
102
Use Pinterest to Drive Social CommerceUse Pinterest to Drive Social Commerce
TACTIC
102
Share Your Pets That Are Available for AdoptionShare Your Pets That Are Available for Adoption
TACTIC
Reach Specific Market Segments with Social AdvertisingReach Specific Market Segments with Social Advertising
110
TACTIC
91
Analyze Facebook Activity with Insights
Analyze Facebook Activity with Insights
TACTIC
93
Track Referrals from Social SitesTrack Referrals from Social Sites
TACTIC
94
Measure New Visitors from Social ChannelsMeasure New Visitors from Social Channels
TACTIC
Create a Social Media Listening DashboardCreate a Social Media Listening Dashboard
99
Listen Up!
Monitor Facebok, Twitter, LinkedIn,
blogs, forums, google, etc.
Workshop at:
slideshare.net/chadnorman
Use your ears, but open your mouth too!Reply – Retweet – Reach Out
Advertise on Facebook & Twitter
www.facebook.com
Hijack the News
Keep on your toes, and become the
“2nd paragraph” of a breaking news
story.
Google Analytics
Facebook Insights
Flickr Pro Account
YouTube Insights
Search.twitter.com
BackTweets.com
Twitterholic.com
Twinfluence.com
Twitalyzer.com
Twittercounter.com
Photo via pinksherbet: http://www.flickr.com/photos/pinksherbet/3206805049/
Measure It!
What’s Next?
?QUESTIONS
