Using real-world case studies we'll look at why social networking is valuable for nonprofitslooking to build a brand online.
From: Blackbaud's Social Media for Nonprofits Web Series- Building a Big Brand Using Social Networks November 3, 2009
Build A Big Brand Online Using Social Networks: Marketing And Communications Strategies
1. Build a Big Brand Online Using Social Networks: Marketing and Communications Strategies Frank Barry(Blackbaud) Jeff Patrick (Common Knowledge)
2. Who’s Talking? Jeff Patrick President Common Knowledge @commonknow ^jp Frank Barry Managing Consultant Blackbaud @franswaa FB
3. House Keeping Webinar is 60 minutes long + 15 minutes questions You are muted Ask questions any time via the chat windowor use #blackbaud on Twitter and we’ll track it Slides and recording will be posted on our blog at http://www.netwitsthinktank.com after presentation FB
10. Communication Channel Fragmentation 2008 1 Newspapers 2Magazines 3 Email 4 Broadcast TV 5 Radio 6 CD Player 7 Cable TV 8 Personal Computer 9 Satellite Television 10 Internet 11 Cell Phone 12 DVD Player 13 Satellite Radio 14 MP3 Player/iPod 15 Tivo/DVR 16 Slingbox 17 Blogs 18 Online Video 19 Mobile Internet 20 Console Video Games 21 Mobile Games 22 Text Messaging 23 Mobile Video 24 Download Movies 25 Podcasts 26 Instant Messaging 27 Social Networks 28 Twitter Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem and the rise of the Internet as Mass Medium, Feb 2007 1988 1 Newspapers 2 Magazines 3 Cable TV 4 Broadcast TV 5 Radio 6 Cassette Tapes 7 Walkman 8 VCR 9 Personal Computer 10 Console Video Game 11 PC Video Game 1968 1 Newspapers 2 Broadcast TV 3 Magazines 4 Broadcast Radio 5 Eight Track 5 11 28 10 JP
11. Q: Given the proliferation of the consumer communication channels, what is the right media mix for your organization? A: What are media channel choices? November 09 11 JP
13. What is Your Communication Strategy? What is earned social media? How do you pitch social media “journalists”? Where are the big outlets for social media in your sector? November 09 13 JP
19. Carl Pope: Taking the Initiative Political Insights from the Executive Director 19 JP
20. The Green Life Ideas for living well and doing good from Sierra magazine. 20 JP
21. Hey Mr. Green Sierra magazine’s answer guy answers your green living questions. 21 JP
22. The Insider The inside scoop on environmental news, action alerts, outings and more. 22 JP
23. Best Practices for Successful Blogging 23 Success is driven by main 5 factors: Tone or Personality Frequency of Posts Consistency of Posts Content and topics Participation/Relationships in the Conversation/Blogosphere JP
25. External Networks Campaign Facebook Corp Partners YouTube House Community Organization Website Blogosphere Internal Networks 25 Online Ecosystem: Where do you want to be? FB
30. Channel Selection You need a plan You will have to make choices! Experimentation is cheap Scale & ROI require real budget Targeted use of each channel is a must Metrics are key for optimization November 09 30 JP
35. Twitter Best Practices Stop It’s not just another megaphone to yell at people with 101 Answer the question “Why am I on Twitter?” Think about how Twitter fits into your overall online/offline strategy Identify staff participants and your audience Find people to follow Know your tone, identity, language, interests, relationship Humanize Fill out your entire profile Use a human picture and speak in a human voice Be a person and an organization Present the personal angle to org. issues Sincerity, transparency, and democracy Participate Listen Engage regularly Be ready to learn from your followers Retweet, respond, ask, and follow 35 FB
37. Why Use Social Media Monitoring Tools? Customer support, Relationship/Community building Sentiment Volume Trending Source Identification & Prioritization Comparison to other entities Keyword/phrase research Communications and marketing strategy Budget allocation November 09 37 FB
48. Five Best Practices for Social Media Monitoring Define objectives Trending is more important than static metrics Detailed validation of results is crucial Use in conjunction with other tools for best accuracy Make analysis actionable (relate to objectives) November 09 48 FB
59. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile Each person has ~130 friends That’s 130,000 people that could get exposed to the badge Assume 1/10 of those 130,000 people in turn simply post a message to their status line: 12,000 x 130 = 1.5 M people + 130 K = ~1.65 M! More than 1.6 million people will get exposed to your event! November 09 53 FB
61. 55 Why About ‘House’ Social Networks? More Control of Community Features Full Access to Data Better Community Management Tools Streamlined Design & Development Integrate Content, Service & Social Networking Integrate Fundraising JP
67. The End … We appreciate your time! Frank Barry Managing Consultant Blackbaud 858.795.8947 www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa) Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com @commonknow (http://twitter.com/commonknow)