Social Media Therapeutics™
Doubling Your Donor Base in a 2014 World
© 2014 Big Dog Innovations
Social Media 2014 Style
ObjectivesYour Unique Value
Propositions
Target Markets
Their Motivations
3.0 Message Strategy
Strategic Content Plan
Call to Action Strategy
Landing Page Dynamics
3.0 Governance DetailsAudience
Acquisition Plan
Infrastructure Enhancement
Publishing Schedule
Content Deployment
Activity & Response Captures
Stewardship Automation
Conversion & Welcoming
Doubling Your Donor Base
Augmenting Your Major Gifts
Program
Social Media 2014 Style
Objectives Your Unique Value
Propositions
Target Markets
Their Motivations
3.0 Message Strategy
Strategic Content Plan
Call to Action Strategy
Landing Page Dynamics
3.0 Governance DetailsAudience
Acquisition Plan
Infrastructure Enhancement
Publishing Schedule
Content Deployment
Activity & Response Captures
Stewardship Automation
Conversion & Welcoming
Doubling Your Donor Base
Augmenting Your Major Gifts
Program
*Items with yellow type are indicative of “new strategic practices”
Content in this deck that’s underlined in blue depict the
most notable points!
The Purpose of This DeckSuggest new content strategies for social media
Describe methods for increased interactions from social media communities
Turn interactions (communication engagements) into converted donor opportunities
Show our fractional ownership approach that allows you to engage with us at any level should you feel we can help
We’ll start with raising the bar of expectation for social media
Social media 2014 style should have an increased impact on donor achievement
You’ll get there by rewriting your strategic game plan some of which we’ll describe in this deck
You’ll need to change the messaging style so it get’s the community talking (more than it presently does)
You’ll use new digital technologies to increase levels of “ongoing engagement”- this should take you “far beyond traditional social media”
Old tactics don’t work, here’s 3 reasons why-Most social media was not originally intended for
business/organizational use: the approach methods used in traditional communications needs to be adjusted
Social media platforms continue to proliferate, the landscape has become increasingly crowded; there’s varying levels of uncertainty as to which ones work best and how they should be treated differently
Most Significantly: Prospect and donor behaviors have changed; their methods of engagement have evolved
As for new strategic and tactical approaches we’re focusing our suggestions on the yellow type only circles from the second slide of this deck.
Thus it’s here, that we begin the first of the four primary sections; “New Content
Strategies”
Social Media 2014 Style
Objectives Your Unique Value
Propositions
Target Markets
Their Motivations
3.0 Message Strategy
Strategic Content Plan
Call to Action Strategy
Landing Page Dynamics
3.0 Governance DetailsAudience
Acquisition Plan
Infrastructure Enhancement
Publishing Schedule
Content Deployment
Activity & Response Captures
Stewardship Automation
Conversion & Welcoming
Doubling Your Donor Base
Augmenting Your Major Gifts
Program
*Items with yellow type are indicative of “new strategic practices”
Their MotivationsYou have your objectives and value propositions
What about their motivations?
Why would they care, why would they be more likely to participate on your platforms (if at all), vs. someone else's?
If you can make your social media platforms more “about them” and the outcomes your beneficiaries receive you’re more likely to succeed
Social media should be less about you, more about what “moves them”
This approach is an art that can be practiced and turned into social expertise
“3.0 Marketing”- Message Strategy In the past the focus was brand centric
More recently for some the focus has shifted towards being donor centric
Now the focus (particularly in social media) needs to be a message strategy that incites “the human wave”; (i.e., attempts at publishing content that goes viral even if that means “mini-viral”)
This 3.0 messaging strategy represents a shift- the focus here is on what gets them (your prospects & donors) to “participate”, what gets them to lead the conversation; what needs to take place in order for them to share and multiply your messages with others, to be part of an ongoing co-development of your future foundation/brand The human wave, this style of 3.0 Marketing is similar to the effect of what
happens with crowd sourcing; the difference though, is you’ll likely be pursuing donations, retention, advocacy, and upsizing their donations
Strategic Content PlanNew sources that should contribute to your 3.0 content
plans-
1. Executive Directors- many of them possess high levels of useable information that can become content; develop a process to interview some of them 1x/month; their expertise can become material that can be maneuvered into 3.0 message starters
2. Grass roots content- develop internal communications processes that make it easy for the services staff to contribute to your content buckets
3. The strategy of getting “them”, your beneficiaries, prospects and donor base to contribute content for editing and future publishing
4. Develop messaging that allows them to participate in your brand evolution
New Section: Increased Interactions
Social Media 2014 Style
Objectives
Your Unique Value Propositions
Target Markets
Their Motivations
3.0 Message Strategy
Strategic Content Plan
Call to Action Strategy
Landing Page Dynamics
3.0 Governance Details
Audience Acquisition Plan
Infrastructure Enhancement
Publishing Schedule
Content Deployment
Activity & Response Captures
Stewardship Automation
Conversion & Welcoming
Doubling Your Donor Base
Augmenting Your Major Gifts
Program
Call to Action Strategy Social media content that aims to increase beneficiary, donor and
prospect audience participation should include links to landing pages
Landing pages are like your website and donor pages but they can blow away the functionality of those static pages giving the Development Department many more communications options
Landing pages can extend the reach of your communications efforts in that they allow for the collection of activity and feedback and these activities can originate from any media (including social media of course)
Smart call-to-action strategies can increase your instances of dialogue and activity; when you consider the number of posts you do each year the number of increased interactions can be in the thousands or more- remember your donor and prospect base is already digitally invested (even if they’re grandparents!)
Social Media Posts &
Other
Digital “Touch Points”
Call to Action Strategies
Increase Interactions (Digital Landing Pages)
Capture &
Nurture
Based on
Their
Landing Pag
e Activitie
s
Donate,
Register, Respond, Shar
e, Volunteer
, Advocate,Download,
Follow,
Contact
Update
Landing Page Activities Represent Additional Options for the Development
Team
3.0 Governance
If you’re getting them more involved in interactive communications you may need to predetermine protocols, additional filters and listening requirements to manage conversations
Audience Acquisition Plans Landing pages are the conduit for capturing
activities and responses.
Developing an acquisition plan with the consistent use of landing pages should
encompass most of your media platforms.
A digital media version of an acquisitions plan is represented in the illustration on the next
slide.
Prospects into visitors
Visitors into future donors via nurturing
Infrastructure Enhancements
Your cross media investments- direct mail, email newsletter, website/blogsite, PR, social media and events based communications should include the option for your prospects to sign up to follow you and they should be given compelling reasons to do so
Make sure you have sign up boxes (with compelling call to actions) in places that are most likely to get conversions; sign ups are a convenient alternative for them vs. having to make a full-on donor decision if they’re not yet ready to donate
While the “Like Us method” is quick and easy you should develop additional ways to get them to take follower action
New Section: Proactively Convert Social Media Into
Business Opportunities
Social Media 2014 Style
Objectives
Your Unique Value Propositions
Target Markets
Their Motivations
3.0 Message Strategy
Strategic Content Plan
Call to Action Strategy
Landing Page Dynamics
3.0 Governance Details
Audience Acquisition Plan
Infrastructure Enhancement
Publishing Schedule
Content Deployment
Activity & Response Captures
Stewardship Automation
Conversion & Welcoming
Doubling Your Donor Base
Augmenting Your Major Gifts
Program
*Items with yellow type are indicative of “new strategic practices”
Activity & Response Captures
Activities & responses such as donate, register, respond, and download are “tag-able”
As illustrated in the next slide, tags can be programmed to pre-determine specific follow through courses of action; stewardship being a good example of “if-then” tags
Interactive
Two-WayDialogue
PURLsGURLs
QR CodesText
Telemarketing
Tag: A
Tag: B
Tag: C
Centralized Database /
Automated Marketing System
Centralized Database /
Automated Marketing System
Nurturing AutomationNurturing automation is the ability t0 pre-wire a
wide range of cross media communication follow through activities
In the case of social media, communications automation can be triggered from activities that first started on landing pages or as part of a stewardship program
In order to imagine plotting a “nurturing automation lifecycle” a sample white board is illustrated on the next page
Inbound Media
Landing Page Captur
es
Nurture Prospective
Donors
Convert Donors
Get Referral
s
IncreaseDonor
Amounts
Steward-ship
Board Members & Benefactors Can be Taught to Help You Double The Size of Your Donor Base
Board memberBoard member’s
neighborTrusteeBenefactorBenefactor’s friendBenefactor’s friendSEO
It doesn’t happen by itself, digital
immigrants need to be given a “3 easy steps
plan” from you!It’s like old school networking, just more
powerful,(but) nobody was taught this in school
Examples of Their Spheres of Influence
The communities they reside in
The groups and events they participate in
Fellow employees they work with
Social media connections they have or people they know that have large social media connections
Celebrities and other people with large numbers of followers
LinkedIn relationships and groups
Augmenting Your Major Gifts Program
Traditional methods of acquiring major gifts through senior development staff continue accordingly
Augmentation of the major gifts program can be achieved through raising awareness using cross media tactics where the touch points may number in the thousands or millions of touch points per year Renewals, stewardship, events, newsletters and PR should all include
“awareness generation” tactics to get more people to consider a major gift or bequest in their financial plans
Interactive communications part of the present suite of available technology allow for increased instances of dialogue in this critical area of development
Because of finite manpower Major Gifts “awareness generation” usually falls short of the mark- communications technologies tools and strategies can help here
Analysis & RefinementAs most communications teams are aware, Google Analytics is a
comprehensive tool that can give you a wide array of reports regarding online traffic
If in 2014 you’re going to develop more of the “human wave” in your development efforts, landing pages come with a full suite of analytics that can supply you with better distinctions on where your social media has contributed to increased donor performance
If you have a clearly defined set of organizational objectives there’s no better way to test-measure-refine than to take advantage of the new reporting tools that come with landing page analytics
Remember, it’s one thing to have a large social media community, it’s another to get them to take action; landing page reports give you a much better view of the actions taken
Take the 20/20 ChallengeOur Social Media Therapeutics Checklist™
is designed to supply you 20 good ideas within 20 days
It’s an inexpensive way to invigorate your social media- kind of like a “fractional ownership” method of hiring
experts, but only a little piece of them
Once you learn the style of “3.0 audience participation messaging”
it becomes easy to replicate!
All of our cross media strategic planning and implementation services are available as standalone platforms or fully integrated cross media systems
I love feedback and the opportunity to compare notes
For comments or further inquiry contact me
Peter Winters President, Big Dog Innovations917 301-9100 [email protected]
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/
Cross Media Implementation Team-MSP Digital Marketingwww.mspdigital.com
Go Mobile!Make sure to stay connected with me on LinkedIn
http://www.linkedin.com/in/peterwintersbigdoginnovations/
Upcoming titles will be focusing on (among other things) mobile communications, an integral part of your future donor acquisition and stewardship opportunities.