iabc nonprofit seminar – social media
TRANSCRIPT
Putting the Web to Work for your Nonprofit
Tara Bourgeois, MMC, ABC
Overview
Popular Social Media Sites Pros/Cons of Social media Using Social Media as a Fundraising
Tool Free Resources/Tools Q&A Prize Drawing!
Facebook Most Used Social Network
• Launched 2004 • 550M users (70%+ of all Web users) • 1 in every 13 people uses FB • 50% log in daily • 200M mobile access to FB
*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ *http://www.ragan.com/Main/Articles/42610.aspx
Facebook Every 20 minutes….
• 1M links shared • 1.4M event invites sent • 2.7 messages sent • 1.8M status updates • 10.2M comments made
*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
Facebook Demographics
• 51.2% male • 48% 18-34 years old • 30% 35+ years old • Avg. user has 130 friends • Avg. user visits FB 40 times per month • 70% lives outside of the U.S. • AZ 20th top state for FB users (CA, TX, NY top 3)
*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ *facebook.com; pingdom.com *http://www.kenburbary.com/2011/03/facebook-demographics-revisited-2011-statistics-2/ *socialbakers.com, Jan. 25, 2011
Reaching Tweeple through instant messaging; “microblogging”
• 106M Twitter accounts; • 300,000 avg. new accounts/day • 97% have less than 100 followers • 65M Tweets per day • Thurs. & Fri. most active days • 10 – 11 p.m. most active hour
• http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html • http://www.ragan.com/Main/Articles/42610.aspx
Twitter Immediate & Interactive
• Conversational • Concise (140 characters, http://bit.ly/) • Connect interests • Share • Follow/Be Followed • Give/Receive • Event Announcements • Photos, video
*KissMetrics Marketing blog
Twitterese
• Tweet: post • Retweet: forward another’s Tweet • Tweeple/Tweeps: Twitter users • Twibe: Your followers • Tweetup: Face-to-face gathering of Tweeps • Twitterati: Tweeps with TONS of followers • Hashtag: #; used to categorize tweets (i.e. #nonprofits, #FF/#followfriday)
Twitter Demographics
• Gender: • 55% Female • 45% Male
• Age: • 45% age 18 – 34 • 24% age 35 – 49 • 14% age 50+
• Ethnicity • 69% Caucasian • 16% African American • 11% Hispanic • 3 % Asian
* http://www.onlinemarketing-trends.com/2011/03/twitter-statistics-on-its-5th.html
• Household income • 30% $100k+ • 28% $60k - $100k • 25% $30k - $60k
• Education • 49% No college • 38% College • 13% Grad. School
• Language • 61% English • 11% Portuguese • 6% Japanese • 3% Spanish
Fast Facts
• Launched Feb. 14, 2005 • 2B videos viewed daily • 35 hours of video uploaded per minute • Broad user age: 18-54 • 100M views per day on YouTube mobile • http://www.youtube.com/charts • http://www.youtube.com/videos http://www.directmarketingrx.com/tag/youtube-demographics-infographic-2011/
http://www.youtube.com/t/press
Blogs Journaling Training Updates Best Practices Testimonials Peer Support Solicit ideas/info Announcements
Technorati: free blog monitoring tool
Cons Overwhelming Patience Passion Persistence Little control Human Resources Accuracy
Pros • Timely • Low Cost • Widespread Reach • Viral • Free resources • Billions of examples • Multiple accounts • Unlimited potential
Pros/Cons of Social Media
Social Media as a Fundraising Tool
Start with a plan WHY? Identify your key objectives
Attract volunteers (any specific type?) Increase # donors (individual, corporate, grants, etc.) Raise Funds (how much? For what?)
Set S.M.A.R.T. Goals Specific Measurable Attainable Realistic Timely
Identify your target audience Identify best channels to reach them Develop your message(s)
Put yourself in their shoes and ask, “What’s in it for me?” (WIIFM)
Increase the number of individual donors by 20% during fiscal year 2011.
Recruit and retain at least 10 new male volunteers age 18-24 between June 1, 2011 and August 31, 2011.
Use Social Media to… • Announce Events • Build Awareness • Solicit Help • Contribute • Launch a Campaign • Encourage Discussion • Show Appreciation • Provide Support • Engage media • Promote Sponsors
American Red Cross
TriWest Healthcare Alliance,2011
Win-win
Foursquare
Location-based mobile application that allows users to check-in to various locations, earning prizes, discounts, “mayorships,” etc.
Partner with businesses that can: • Contribute to your cause each time a user checks into their store/restaurant. • Promote upcoming event upon check-in -Go to foursquare.com/add_venue to register
-Cross-promote on other social media platforms
More Social Media Tools
Flickr: Photo sharing LinkedIn: Professional networking Delicious: Tracks Bookmarking Digg: Best (user-rated) news, video, pictures,
etc. Myspace: Social entertainment site
Resources Non-profits on Facebook: http://www.facebook.com/nonprofits#!/
nonprofits?sk=info Twitter Jumpstart: http://bit.ly/nptwitterguide Idealware Nonprofit Social Media Decision Guide : http://
www.idealware.org/reports/nonprofit-social-media- decision-guide Google for Nonprofits: http://www.google.com/nonprofits/ Social Media 4 Nonprofits (Rosita Cortez Blog) Beth’s Blog: How Networked Nonprofits are Using Social Media
to Power Change Bitly: http://bit.ly/ Tech Soup: http://home.techsoup.org/pages/default.aspx The Nonprofit Times: http://nptimes.blogspot.com Social Media Marketing for Dummies, Jan Zimmerman & Doug
Sahlin
