social media for non-profits - green bay non-profit resource group

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Social media for non-profits presentation for the Green Bay Non-Profit Resource Group meeting.

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Page 1: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Non-Profit Resource Group

Social Media & Social Networking for Non-Profits

The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]

Page 2: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

About : Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nation's first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy.

Page 3: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/nprg

Page 4: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Presentation Outline

• Fundamentals

1) Social Media: What Is It?

2) What are Non-Profits doing in social media?

3) Understand your supporters’ use of social media

4) Social media strategies & channels for NPO

5) Go beyond the social media staples

6) Build your social media strategy

Page 5: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Exercise: Level-Set on Social Media

1. What do YOU think social media is all about?

2. What are you doing with social media & marketing technology today?

3. What do you expect to be able to DO with social media?

4. How should success LOOK, FEEL and SOUND?

Page 6: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Social Media is the #1 Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM

Page 7: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Already Embrace It

Just Jumped on Board

Still Need Convincing

37% of marketers still do not include social media as part of their

marketing.

Page 8: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

More Simply Put:

“Social Media is starting conversations

with people and encouraging them to

pass it on.”

Page 9: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Hosting Conversations

Personal or “beginner” social media is about creating relationships and engaging in online social media. For your organization, social media is really about hosting relevant conversations that engage your target audiences.

Page 10: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

More Simply Put:

“Facebook or Twitter shouldn’t be the end goal of a social media strategy any

more than a telephone should be the end goal of a

communications plan.”

Page 11: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Nonprofits Social Media Usage

Source: IdealWare - The Nonprofit Social Media Decision Guide

Page 12: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

What Can Social Media Do?

• Connect on deeper and more meaningful levels

• Create real relationships, not temporary transactions

• Provide “value-added” and relevant points of connection

• Serve as a real-time channel for communication and public relations opportunities

• Build community

Page 13: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Opportunities With Social Media

• 66% of comm. pros have done nothing with the feedback gleaned from social media

– Learn, engage, build community

• 49% of orgs still do not have a specific approach to social media

– Develop and deploy a strategy

• This is a chance to open to entire organization to the opportunities provided by social media

Source: PRWeek Social Media Survey

Page 14: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

Who’s Out There in Social Media?

Page 15: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Understand Your Audience

Millennials have shifted a lot of their communication with friends to social media. 84% are email subscribers, 46% are Facebook fans, 6% are Twitter followers.

Social networking use among those ages 50 and older nearly doubled over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites.

Page 16: Social Media for Non-Profits - Green Bay Non-Profit Resource Group
Page 17: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

If You’re Online…You’re In Social Media

Source: Universal McCann Social Media Tracker Wave 3

Page 18: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

But…It Can Be…“Complicated”

Page 19: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

Source: Brian Solis

Page 20: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Social Content

Social Platforms

The Social Media Channels

BLOGS

VIDEOS MICROBLOGS

AUDIO (PODCAST)

PHOTOS

BRANDED SOCIAL NETWORKS

WIKIS

WHITE-LABEL SOCIAL NETWORKS

EMAIL (BACN)

SMS and TEXT

EVENTS and CALENDARS

STATUS UPDATES

Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.

Social Interactions

Page 21: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

An Array of Social Media Tools

• Blogs

– Individual, Public

• Wikis

– Project & Community Enabling

• Social Networks

– Linkedin, Facebook, MySpace

• Microblogging

– Twitter, FriendFeed

• Forums/Groups

– Google Groups, open knowledge sharing

• Online Video

– YouTube, blip.tv, Vimeo

• File Sharing / Podcasting

– Scribd, Slideshare

• User Community

– Private knowledge sharing

• Bookmarking

– Digg, Delicious, Reddit

• WOM (Word of Mouth)

Page 22: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

It Can Also Be Distracting… • Why you must have a

strategy in place

• Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts

Page 23: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 24: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Your Mission:

http://nonprofit.about.com/od/marketing/tp/writing101.htm

Page 25: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

What is the goal?

• Seth Godin has talked about raving fans. For non-profit organizations and charities, I think a better word is believers, advocates, your “Tribe” or whatever…

• Your tribe can be workers, contributors, donors, volunteers, board members and beneficiaries of your services.

• The goal? Build a bigger tribe and base of believers

Page 26: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Your Website

• Your “home base”

• Sets the tone, authority and mission – needs to be “perfect”

Page 27: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Everything should have at least two homes (if not more)

• The first, where it originated, the second the overall home, which is your website/blog

• Network tools should connect believers and tell the world where to find your information

Page 28: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Hub and Outpost social media architecture

Page 29: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Tufts University

The university has an entire site dedicated to Web 2.0 tools like wikis, podcasts, conferencing, and more.

Page 30: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

The Social Media Toolkit

Page 31: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Social Media Listening

• What are people saying about your organization?

• Your competitors?

• Your tribe?

• Your peers?

• Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts

Page 32: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Listen to the Conversation • Be transparent. Be open and

honest in all communication.

• Be ethical. Live by the WOMMA Practical Ethics Toolkit

• Be relevant. Share information and perspectives that are valuable to the online community

• Personalize and be personable.

• Address negative discussion head-on.

• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand.

Page 33: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Free

Scratch the Surface

Page 34: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Comcast provides support via Twitter

Page 35: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Get Blogging (Transparency)

• You “almost need a blog”

• Dynamic vs. static content

• Audiences ‘connect’ with blogs

• Metaphor for:

– Transparent communication

– Authenticity

– Responsibility

– Reputation

• “Connectable platform” (Wordpress, Typepad)

Page 36: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Why Blogs?

• Those who use blogs and social networking sites as an outlet for civic engagement are far more active in traditional realms of political and nonpolitical participation than are other internet users. In addition, they are even more active than those who do not use the internet at all. (PEW Internet – 9/09)

Page 37: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The Blogging Process

Page 38: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Even if you have great website, consider a blog site. Remember, content and conversation are paramount.

The best non-profits connect supporters to their website, blog and to other relevant social medias sites where your audience hangs out.

Page 39: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Job Volunteer Site

• Even if the budget is small, it never hurts to try to find great people.

• Because of our current economic situation, more people are willing to build portfolios through volunteer work.

• Many free options for this type of site.

• Another way to create believers

Page 40: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 41: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Communities

• A community is NOT always a necessary part of a social media strategy.

• For NPs, it usually is.

• If your NP is local, it definitely is.

• Services to try: Ning, KickApps, HiveLive, CrowdVine, CollectiveX, Me.com

Page 42: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Facebook

• Events

• Fan Pages

• Groups

• Personal Pages of Believers

• Paid Advertisements

• Causes

Page 43: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 44: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Facebook Ads

• Quick Targeting

–Age

–Education

– Location

–Gender…

• Start/Pause/Stop

• CPC Basis

• Export Reports

Page 45: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Facebook Causes

• Start a Cause

• Raise $$

• Show Fundraising Momentum

• In order to accept donations through Causes, a nonprofit must be a 501(c)3 that is also registered with GuideStar

• Payments through Network for Good

Page 46: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Microblogging (Twitter)

• Easy, free access to distribution of your marketing tools

• Requires little “buy-in” from believers or potential believers

• Another way for your tribe to share your message

• Search allows you to connect with your tribe

• Easy to cross-reference more “in-depth” tools

• To try: Twitter, FriendFeed, Seesmic

Page 47: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Microblogging

Links: 26 Charities and Non-Profits on Twitter

Page 48: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

• American Cancer Society

• “More Birthdays”

Driving Conversations

Page 49: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Using Video

Easy, free way for people to really “get involved” from afar.

Services to try: vimeo, viddler, 12second.tv, ustream.com, and mogulus.

Stream from your computer or invest in a small flip camera.

Page 50: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Share Things

Like Photos… …and Videos

Page 51: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Podcasts & Vodcasts

• More human & emotional than blogging

• Be found on Google

• Low investment

• Easy distribution

• Differentiator

• Share more than text

Page 52: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Where are all the pretty pictures?

• Don’t forget to represent your events, your believers, your workers with pictures.

• This is way more important than most people realize.

• Stock is stupid. I want to see your FACE.

• To Try: Flickr, Photobucket, Picasa, Facebook, Twitpic

Page 53: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Social Media Overkill?

Page 54: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Feature: Friendfeed

• Consolidate

• Simplify

• Track

• Comment

Page 55: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Build a Widget

• Widgets can be placed on the desktop, the home page or on a blog

• They bring functionality like fundraising to almost any digital location

Page 56: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

What’s the Time Commitment?

Page 57: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

Who’s Leading by Example?

Page 58: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 59: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 60: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 61: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 62: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Page 63: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

LIVESTRONG

3 Lessons:

1)Grassroots is natural application

2)Build in collaborative opportunities

3)Leverage the tools that already exist

Page 64: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Goodwill uses social media to increase sales of its high-end merchandise

Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page

Page 65: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

A Few Good Stats

• Over 11,500 unique visitors to the virtual fashion show 9/12 launch

• Over 42,000 page views • 16% of fashion show visitors have been converted into online

Goodwill shoppers • Fashion Show Visitors from 31 countries and 48 states plus DC • 48% of fashion show visitors are from the DC, MD, VA region (the

area we serve) • Blog is averaging between 600 & 700 visitors a week • 5.6% of blog visitors are being converted into online Goodwill

shoppers • Blog visitors from 77 countries and all 50 states Brick & mortar stores during the two weeks following

the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275%

http://dcgoodwillfashions.blogspot.com/

Page 66: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Goodwill of Greater Washington

3 Lessons:

1) Incorporate Into Marketing Strategy

2) Regional Execution

3) Entertainment + Trust = Desire to Shop

Page 67: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Alzheimer Society/ Twitter

• Feature: Use of Twitter for Awareness. A Million Tweets to Remember Campaign

Page 68: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

Integrated Campaigns

Social Media

Magazines

TV and Radio

Direct Mail Online

Advertising

Page 69: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

Now What?

Page 70: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The 12-Step Plan!

1. Outline Your Objectives

2. Risk Profile

3. Define Your Audience(s)

4. Social Media Content

5. Determine Integration Points

6. Culture Change and Adaptation?

7. Enterprise Social Media Assessment

8. Policy / Protocols

9. Choose Social Channels (Tools & Tactics)

10. Capacity and Commitment

11. Social Media Systems

12. Measurement

Page 71: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Social Media Strategy

1) WHY? Why are you interested in social media? 2) Why do you want a social media plan for the

organization? 3) What objectives are we trying to meet?

1) Outcomes that are essential to the project

4) How will we know when we get there? (metrics) 1) Objective or subjective measures 2) Qualitative or quantitative 3) Indication of progress

5) What’s the value of accomplishing your objectives? 1) Demonstrable value 2) Represents actual improvement in the current conditions

Page 72: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

“Our social media strategy is pretty simple. It is essentially to humanize the company by connecting our constituents with our employees and with each other when possible, to provide value along the way.”

-- Scott Monty, Digital Comm. Manager, Ford Motors

Page 73: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Work Out Your Social Media Policy

• New media channels and internet services have changed the way we communicate – Personal information at display on blogs, Facebook etc.

– The line between the personal and the professional sphere gets blurred.

– Corporate information available from lots of sources.

– Users spread information about brands, products and companies.

• Internet allows viral spread of information – Bad news travel fast.

– Good news can also travel fast.

– Media and the blogosphere influence each other.

Page 74: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

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De Paul Social Media Policy

Page 75: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

A social media policy should…

"The true goal of every type of social media or web policy should be to make interacting on the social web easier, more comfortable, and safer for your stakeholders."

http://associationmarketing.blogspot.com/search/label/social%20media%20policies

Page 76: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

A good social media policy will…

• Educate as well as guide

• Provide instructive input to equip people with basic new media knowledge

• Complement an existing code of conduct

• “Educate on”, respect and enforce privacy guidelines

• Set constructive boundaries

Page 77: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Navigate the Social Media Barriers

1. Lack of internal resources/time

2. Lack of knowledge/expertise

3. Not convinced about the value/ROI

4. Lack of clear guidelines/policies

5. Lack of awareness of social media within company

6. Lack of budget

7. Social media not appropriate for company/brand

8. Fear negative reaction from customers

9. Lack of global reach/scale

10. Lack of appropriate agency partner

Page 78: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Understand Your Organization

Social Media is a NOT a universal answer!

Page 79: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

Take Lessons from Leading Brands

• Deputize people throughout the organization • Understand each channel’s unique engagement • Find champions • Centralize coordination • Be in it for the long haul • Pick channels carefully • Fish where the fish are • Support engagement as an extension of company culture • Encourage employees to use social media to get work done • Make social media part of the job • Modularize and Synchronize across channels (activity

streams)

Page 80: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

For Tomorrow

• Draft your social media policy • Get started on your strategy • Identify your internal constituents:

– Identify one opportunity based on listening and address it.

• Implement One Idea – Choose one social channel and implement one idea.

Integrate it into your current communications program and measure it.

Page 81: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

After-Event Slides & Resources

• The slides and resource links are available electronically after the event:

www.marketingsavant.com/nprg

Page 82: Social Media for Non-Profits - Green Bay Non-Profit Resource Group

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Non-Profit Resource Group

Social Media & Social Networking for Non-Profits

The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]