social media tactics for nonprofits - university of michigan
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Guest Lecture12.05.13
What has changed?(since the book came out)
Writing a Tech Book Is Like Shooting at a Moving Target
Facebook’s CFO has said the site is no longer the cool
hangout spot for some kids. “We did see a decrease in
daily users.”
Teen Facebook Usage
Of Mobile Users Actively Use Instagram
18%
What Facebook Paid for Instagram in April 2012
$1,000,000,000
Of Teens Say Twitter is Their Most Important Social
Network
26%
Of Teens Say Facebook is Their Most Important Social Network
This Is Down 42% From Year Before!
23%
Number of Photos Sent Daily Via
Snapchat
350 Million
Number of People Using WhatsApp For
Messaging
300 Million
WHO? Young, techie men hang out here.
Dominated by men (71%) and early adopters.About 50% of Google+ users are 24 or younger.
WHO? Your wife, sister, girlfriend, mom, daughter, crafters, DIY-ers, and foodies.
80% are women.50% of users have kids.
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’s raising money on social media?
Very Few Raising Very Little
2012 Social Network Benchmark ReportBlackbaud, NTEN, Common Knowledgewww.nonprofitsocialnetworksurvey.com
Where Are Nonprofits Showing Up?
2012 Social Network Benchmark ReportBlackbaud, NTEN, Common Knowledgewww.nonprofitsocialnetworksurvey.com
What Are Nonprofits Prioritizing?
2012 Social Network Benchmark ReportBlackbaud, NTEN, Common Knowledgewww.nonprofitsocialnetworksurvey.com
Who is Responsible?
2012 Social Network Benchmark ReportBlackbaud, NTEN, Common Knowledgewww.nonprofitsocialnetworksurvey.com
How Are They Measuring?
2012 Social Network Benchmark ReportBlackbaud, NTEN, Common Knowledgewww.nonprofitsocialnetworksurvey.com
Key Findings
1. The Average Respondent Facebook & Twitter Communities Grew by 30% and 81%, respectively.
2. The Most Common Fundraising Tactic on Facebook is an Ask for an Individual Gift.
3. Respondent Budgets and Staffing for Commercial Social Networks Continue to Climb
4. The Top 3 Factors for Success on Social Networks: Strategy, Prioritization, and Dedicated Staff
5. Facebook Advertising is Used Primarily to Meet Non-Fundraising Goals
6. Google+ Struggling to Gain Momentum and Pinterest Pops as Top Newcomer.
Some current donors…And a LOT of future
supporters!
Who Makes Up These
Communities?
Gen X and Gen Y Are The
Future
The Social Fundraising Effect
The Social Fundraising Effect
The Social Fundraising Effect
Awareness
TACTIC
Start, Join, & Organize Conversations with Hashtags
TACTICUse Facebook Social Plug-ins on Your Site
TACTIC
Make a Buzzworthy Video
Boost Your SEO Rankings with Google+
The Social Fundraising Effect
EngagementEngagement
TACTIC
Engage the Blogging Community
TACTIC
Organize a Tweetup
TACTIC
Create a Flickr Group to Support Your Mission
Integrating & Organizing Social Communications with an Editorial Calendar
Optimizing Communication Style & Content for Each Social Channel
Socialize Your Event
The Social Fundraising Effect
ConversionConversion
The Social Fundraising Effect
AdvocacyAdvocacy
TACTIC
Empower Supporters to Take Social Action
TACTIC
Integrate Supporter Photos with Other Channels
Recognize Your Donors, Volunteers, Staff, Board Members – Everyone!
Giving Tuesday
Share!
The Social Fundraising Effect
FundraisingFundraising
Use Pinterest to Drive Commerce
Reach Specific Market Segments with Social Advertising
The Social Fundraising Effect
The Social Fundraising Effect
Who did it well?Who blew it?
The Best and Worst
Best Use of Social Media
Human Rights Campaign Stand for Marriage
Save Big Bird
Worst Use of Social Media
The NRA Goes Silent
QR Code Abuse
TACTFUL VS. TACKY – 9/11
Discussion
The Best and Worst of 2013
Guest Lecture12.05.13
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