Social Media for Non-Profit Businesses

Nicole NewmanMay 19th, 2012

Agenda

• My Background• Social Media• What is Marketing?• What is Attraction Marketing? • Transparency increases attraction • Traditional Marketing Techniques • Why Facebook Advertising works• Case Studies

o ZipCaro PhillyCarShare

• Linkedin

My Background

• Born in Washington DC• Social Media expertise (1800+ Linkedin, 8000+ Facebook)• Non profit experience

o The Enterprise Centero A.I.C.P.o Urban League of Philadelphiao Entrepreneur Works

• Examiner.com/Philadelphia writer for o Business Technologyo Business Events o Small Business Tax

What is Social Media?

• Social media is online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.

• It is the democratization of information, transforming people from content readers into publishers.

• Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.

Social Media Websites

• Facebook – 750 Million Active users (70% outside the US)

• Myspace – 120 Million Active Users• Blogs - 55 million active users (declining)• Linkedin – 130 million registered users• Twitter – not disclosed• YouTube - over 100 million videos a day• Plaxo• Yelp

Facebook Statistics

http://www.facebook.com/press/info.php?statistics• More than 35 million users update their status each day• More than 3 million active Pages on Facebook• More than 1.5 million local businesses have active Pages on

Facebook•  Average user spends more than 55 minutes per day on

Facebook• Every month, more than 70% of Facebook users engage with

Platform applications  • There are more than 250 million active users currently

accessing Facebook through their mobile devices.

What is Marketing?

Marketing is belief in yourself transferred to someone else.All people (someone else) are -    1) Customer    2) Potential Customer    3) Referral Marketing Partner        a. Local business        b. High Scool Classmate        c. College Alumni  Social Media  is not who you know but WHO KNOWS YOU!

What is Attraction Marketing?

Attract is to exert a force on (a body) causing it to approach or prevent it from moving away;  Attraction Marketing utilizes free or low cost social media tools to "become the hunted"

Traditional Marketing TechniquesPUSH (TV, Radio, Newspapers, Magazines, Billboards, Program Guides)Versus PULL (Social Media, Websites, Radio Interviews...) "It is not who you know but who knows you" - http://www.otiscollier.com/its-not-who-you-know-but-who-knows-you/

Transparency to increase attraction

Networking Exercise --There is attraction based on your high school, college or neighborhood. Must disclose in order to attract and let the web work for you (go wide)

Build Your Brand

• Marketing belief in yourself transferred to someone elseo Testimonialso Visual appearanceo Print o Integrations -- Website

YouTube Facebook Linkedin

• DEFINE YOUR SOCIAL MEDIA STRATEGYo Platform - Facebooko Platform - Linkedino Platform - Foursquareo Platform - Yelp

Facebook Ads Work!

Facebook uses the power of influence (John X likes the ad) Facebook uses the status updates as content for the ad meaning the ads dynamically change without programmer intervention Influence and Expert knowledge = attraction marketing

Case Study - PhillyCarShare

 

Case Study - ZipCar

How to use Facebook for branding

• Use your home page for  lead generation• Research prospects based on name and picture

o 70% of all facebook users look at pictureso Quote - "Facebook says more than 3 billion photos are

being uploaded every month.."• Connect with Friends of Friends• Respond to other interesting posts• ACCEPT all "friend" (someone else) requests• BE CONSISTENT • MAINTAIN A "fan" page

How does Linkedin work?

Three levels of Engagement• On-line Resume

o continuous update o can PDF

• Recommendationso stand out from the 

          crowdo useful for job search

• Groupso build common interesto target market

Enhancements to Social Media Presence• Content to attract target market• Landing Page (fan page is website for facebook)• Favorite pages (reciprocal relationship with other

Businesses)• Membership - what is their incentive to 

o Become a fano Suggest to friendso Automate tracking tools

• ADVERTISE!!!!!

What does this mean for NIM Council?

• How does this framework apply to the council’s goal of reaching & informing parents and caregivers?

• Where can I and my organization plug in ?

http://www.facebook.com/newmannetworkshttp://www.newman-network.comhttp://www.linkedin.com/in/nicolenewman Upcoming events - http://newmannetworks.eventbrite.com