Using Social Media to help drive real success for a non-profit is more than just blogging occasionally, setting up the Twitter account and the Facebook group. But, on the other hand, you also don't have to turn your entire Web strategy into a real-time content feed in order to benefit either. Learning how to balance the buzz and benefits is an extraordinarily important challenge for marketing in 2010. Michael and I are looking forward to seeing you all on Saturday. And, we're hopeful that the 90 Day plan included in this deck is helpful for guiding your Social Media Marketing Process,

1. Real Social Media Marketing – Beyond the buzz and into reality!

2. #10NTC #SocialMediaReality @Robert_Rose @imagistic [email_address] [email_address] First, let’s connect…..

3. Trying to reach her? 80 million millennials born 1982+ They’re almost 30!! Shock! They outnumber The Boomer Generation by 20% 70% use social networking sites 73% have a Facebook profile 62% get their news online We Assume You Know This A Game Changer… Source: US Census, Source: Pew Internet And American Life Project 2/3/2010

4. And… So does your mom… 67% of Boomers visit SM Sites 34% respond to content online 25% are members of social networks Source: Forrester Research 2/20/2009 We Assume You Know This A Game Changer…

5. 87% of executives report using Social Media Apps to interface with customers. 6 out of the 10 top Web sites are social (YouTube, Live.com, Facebook, Hi5, Wikipedia, Orkut). None of these on the list in 2005. If Facebook were a country, it would be the 4 th largest behind China, India and US…. And of course it’s big business… Source: SocialMedia.wikidot.com Source: Datamonitor (6 out of 10 Web sites)

6. Advertising Traditional Lead Generation Brand Awareness… SEO CRM Social Media is like butter. Alone it’s not very tasty – but it can make all things marketing and communications better… Social Media Marketing Is Not….

7. It’s where conversations happen. So. The real question is…. Social Media Is Not A Conversation!

8. AGENDA: The 3’s… - 3 Myths - 3 Case Studies - 3 Months to Success Let’s talk about success…. Most importantly… Let’s talk… After all… this is social media. What’s My Plan…. How Do I Make It Real?

9. Always… Transparent Inclusive Engaging Sincere Truthful Positive…. MYTH #1: Social Media Is….

10. Just a conversation…. It can be just as Duplicitous Evil Close-minded Argumentative Stupid Negative… As any other conversation…. REALITY: Social Media Is…

11. REALITY: Nestle Vs. Greenpeace

12. There is no one way to do social media marketing. Just as there’s not one way to have a conversation MYTH: Social Media… You’re Doing It Wrong

13. Reality: There is no “wrong” 119,000 Followers 18,000 Following Generosity: 67% Engagement: 2.7% 130,000 Followers 115,000 Following Generosity: 13% Engagement: 28% Stats: Twitalizer 4/2/10 VS

14. MYTH: Social Media Replaces Marketing The Constituent Pyramid Outreach Followers Supporters Organizers Leaders Most important shift

15. You don’t have to be big to get value EHTP: Small non-profit Won first round of Chase Community Giving Small Team – blog, social networks, content & sweat Now 800+ Facebook Fans and growing and $65,000 richer Because of focused social media marketing

16. You don’t have to have a “transparent” brand Social Media Marketing for Dwight Yoakam Publishing platform – micro-appearances (instead of Tonight Show). Use Social Networks to build a community. To “stay-in-touch” with the fan base Crowdsourcing – material

17. It doesn’t have to be “all” encompassing Wal-mart uses eleven-moms To just provide a community For moms. Started organically - just Moms talking about products. Wal-mart embraced and Helped them launch…

18. 3 Months – The Plan To Success A. LISTENING… The most important first step in any conversation B. Objective/Goal (Awareness? Donations? Loyalty?) C. Understand Your Customer (Social Graphics – where are they?) D. Your Internal Structure – (Distributed, Central, Coordinated) E. Define Your Process (who listens, who speaks) F. Define Your Roles (social process, community manager) G. Then…. Tools…. H. Rollout…. Measure… Iterate….

19. Thank you…. Now stay tuned for your regularly scheduled action plan…. The next slides outline your 90 Day Plan for Social Media Marketing

20. Thank you…. How was This session? #131 Call In Text Online Call 404.939.4909 Enter Code 131 Text 131 to 69866 Visit nten.org/ntc-eval Enter Code 131 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!

32. Photo Credits. Maison Bisson http://www.flickr.com/photos/hamed/ http://www.flickr.com/photos/elisamoro/4406457524/ http://www.flickr.com/photos/mvjantzen/3400081793/ http://www.flickr.com/photos/paulobrandao/3073485075/ http://www.flickr.com/photos/maisonbisson/201844037/ http://www.flickr.com/photos/sylvainbourdos/3307647438/ http://www.flickr.com/photos/28326381@N02/3022115992/ http://www.flickr.com/photos/timcummins/220629629/ http://www.flickr.com/photos/imagination_indie/2405244526/ http://www.flickr.com/photos/americanvirus/3393642983/ http://www.flickr.com/photos/sharif/2177051725/sizes/l/