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The Social Nonprofit
- 1. We’ll begin the show shortly…
- 2. #socialNGO Who’s presenting? Alison Carlman Unmarketing Manager GlobalGiving @GlobalGiving @acarlman Jill Carlson Inbound Marketing Manager Argyle Social @ArgyleSocial @carlsonjill Michael DeLong Senior Manager of Online Community & Social Media @TechSoup @michaeldelongsf
- 3. #socialNGO Details • Jill will lead Q & A at the end of the call. • Tag your tweets with #socialNGO • We’re recording this shin dig. • We’ll send an email follow up to everyone with the recording & slides.
- 4. #socialNGO 15 Second Commercial - Jill Contact us for special nonprofit rates. http://argylesocial.com
- 5. #socialNGO 15 Second Commercial - Alison
- 6. #socialNGO 15 Second Commercial - Michael www.techsoupglobal.org
- 7. #socialNGO Agenda • How to make the most with limited time & resources • How to balance calls to action with education content • How to integrate social into existing strategies • Questions & Answers
- 8. Working with limited time & resources
- 9. #socialNGO First, consider the audience Different networks, different lens. From your customer’s perspective: • Foursquare is where I discover my surroundings. • Instagram is where I see beauty. • Pinterest is where I plan & dream. • Tumblr is where I’m entertained & inspired. • Twitter is where I get my news. • Facebook is where I connect. Your Brand
- 10. #socialNGO Where should you meet your fans? Ask these five questions: • Is my target market active on this network? • Do I have content to share that will resonate? • Can I join this network and stay true to my brand? • Will joining this network have an impact on my business? • How will my brand’s identity appear on each network? Niche networks are increasingly popular. But popularity does not justify investment.
- 11. #socialNGO Using Pinterest for Discovery
- 12. #socialNGO Using Pinterest for Discovery Recognize your finite resources. Replace “in addition to” with “instead of”.
- 13. #socialNGO EdgeRank is an algorithm designed to show you the content you like when you want to see it. How is EdgeRank calculated? AFFINITY x WEIGHT x TIME DECAY = EDGERANK
- 14. #socialNGO EdgeRank is an algorithm designed to show you the content you like when you want to see it. How is EdgeRank calculated? AFFINITY x WEIGHT x TIME DECAY = EDGERANK Edgerank drastically impacts your reach. You must meet your fans in the News Feed.
- 15. #socialNGO Surfacing content in the News Feed • Screen shot of zoomed in photo – camel’s face --- 60 people respond with the face of the camel – • 25% of audience on FB – it works! It’s not rocket science.
- 16. #socialNGO Promoted Posts • Opportunity to get content in front of right audience • Follows Twitter’s promoted tweets platform model http://ar.gy/promotedposts
- 18. #socialNGO Defending your properties Challenge Solution “Can you link to my online newsletter?” Choose the best story in it and link to it, with a call to action or question. “Will you post this to the main Facebook page? You have more fans.” Say, “Post it to your page first, and once it gets traction, we’ll post it and cite your page.“ Win/win. “Can you appeal for more donations again?” Determine how social media integrates with the Development team; set expectations in advance Internal Challenges
- 19. #socialNGO Defending your properties Challenge Solution Misinformation posted on page Clarify, but don’t censor unless it breaks code of conduct PR crisis Enact escalation path, crisis communications plan Obscenities, attacks, etc. Rely heavily on Facebook’s Terms of Service; set filters and alerts on # and search terms External Challenges
- 20. #socialNGO Defending your properties Challenge Solution Misinformation posted on page Clarify, but don’t censor unless it breaks code of conduct PR crisis Enact escalation path, crisis communications plan Obscenities, attacks, etc. Rely heavily on Facebook’s Terms of Service; set filters and alerts on # and search terms External Challenges Social properties have become the new homepage. Defend them as such.
- 22. #socialNGO Peer-to-peer learning Your fans can act as resources for one another. Connect and empower them.
- 23. Balance calls to action & educational content
- 24. #socialNGO Case Study: Digital Storytelling Challenge (TSDigs)
- 25. #socialNGO Case Study: Digital Storytelling Challenge (TSDigs) Provide multiple entry points for your audience to participate.
- 27. #socialNGO Case Study: TSDigs Share the spotlight with other causes. It’s not a matter of either/or, but both.
- 29. Integrating social into your existing strategies
- 30. #socialNGO Case Study: Japan Earthquake Relief
- 31. #socialNGO Messages for Japan: Creation
- 32. #socialNGO Messages for Japan: Delivery
- 33. #socialNGO Messages for Japan: Delivery Online activity can (and should) extend offline.
- 34. #socialNGO Mainstream media + social collide
- 35. #socialNGO Mainstream media + social collide Find meaningful ways to showcase your organization’s stories.
- 36. #socialNGO Can you answer these? • Why are you posting? • What are your short & long term goals? • What content are you sharing? • How do your social goals map to your overall marketing & PR goals? • How can you measure success?
- 37. #socialNGO Defining success in social media Measurement Facebook Twitter Applause Rate Lifetime engaged users Clicks per url or post Conversation Rate People Talking About This & Virality @Replies, Mentions Amplification Rate Weekly Total Reach RTs ROI Donations ($) Donations ($) GlobalGiving’s Social Media Metrics Need help understanding FB insights? http://ar.gy/FB101
- 38. #socialNGO Alternative social metrics • Clicks per post • Which content resonates? • Does time of day impact engagement? • Clicks per follower • Is performance increasing or decreasing? • Is engagement better on @handle1 or @handle2? • Which channel performs best? • How do you stack up to your peer organizations? • http://ar.gy/ClicksPerFollower
- 39. #socialNGO Alternative social metrics • Clicks per post • Which content resonates? • Does time of day impact engagement? • Clicks per follower • Is performance increasing or decreasing? • Is engagement better on @handle1 or @handle2? • Which channel performs best? • How do you stack up to your peer organizations? • http://ar.gy/ClicksPerFollower Define success. Set benchmarks. Iterate, iterate, iterate.
- 40. Q&A
- 41. #socialNGO Q&A Alison Carlman @acarlman Jill Carlson @carlsonjill Hashtag your questions with #socialNGO Thanks for joining us! Michael DeLong @MichaelDeLong SF
Hinweis der Redaktion
- TechSoup Global is working toward a time when every nonprofit and NGO on the planet has the technology resources and knowledge they need to operate at their full potential.
- - Pinterest strategy for global giving – discovery tool to drive folks back to the website --- to be present in the space where our target demographic is present – we want to be there, part of the conversations and be seen. - TSDigs – techsoup -Looking where your audience is –smart, but you have to channel your resources - “even if our audience is there, do we have the time ot do it right and do it well?” if so, hop in. if not, don’t join. - It’s better
- - Pinterest strategy for global giving – discovery tool to drive folks back to the website --- to be present in the space where our target demographic is present – we want to be there, part of the conversations and be seen. - TSDigs – techsoup -Looking where your audience is –smart, but you have to channel your resources - “even if our audience is there, do we have the time ot do it right and do it well?” if so, hop in. if not, don’t join. - It’s better
- Hey there, formula. An easier way to put it is --
- Screen shot of zoomed in photo – camel’s face --- 60 people respond with the face of the camel – 25% of audience on FB – it works! It’s not rocket science.
- Hey there, formula. An easier way to put it is --
- Pay attention to follows/unfollows 2x a day (less than that) News to NGOs, tech tips, event news (webinars, partners) Partners – 42 donor partners (michael to follow up) Cross-posting(sharing among partners)
- Hey there, formula. An easier way to put it is --
- Hey there, formula. An easier way to put it is --
- TechSoup Digital Storytelling Contest - tools, skills, - educational webinars, tweet chats, and live interactive online events - first teach nonprofits how to distill key messages - then empowers them to create the stories (flip cams, adobe, etc)
- TechSoup Digital Storytelling Contest - tools, skills, - educational webinars, tweet chats, and live interactive online events - first teach nonprofits how to distill key messages - then empowers them to create the stories (flip cams, adobe, etc)
- TechSoup Digital Storytelling Contest - tools, skills, - educational webinars, tweet chats, and live interactive online events - first teach nonprofits how to distill key messages - then empowers them to create the stories (flip cams, adobe, etc)
- TechSoup Digital Storytelling Contest - tools, skills, - educational webinars, tweet chats, and live interactive online events - first teach nonprofits how to distill key messages - then empowers them to create the stories (flip cams, adobe, etc)
- TechSoup Digital Storytelling Contest - tools, skills, - educational webinars, tweet chats, and live interactive online events - first teach nonprofits how to distill key messages - then empowers them to create the stories (flip cams, adobe, etc)
- Image of cranes, Alison folding cranes Included SMS Hand-delivered (instagram, fb, storify) 10th largest private relief donor
- Image of cranes, Alison folding cranes Included SMS Hand-delivered (instagram, fb, storify) 10th largest private relief donor
- 1.5 unmarketing team --- we don’t do any traditional outreach (no traditional direct mail, etc --- bc our product is online) Alison lives on the product team. We see our marketing and ocmmunications as an extension -- A lot of what her job entails is telling the stories about the partner organizations Michael – we’re a fairly large org. (38 global affiliates) – we have a lot of traditional marketing team) – we are our own team – social media and online community team We have a dotted line to marketing and content --- How To content How did They content – we look at the way different nonprofits, libraries, and social benefit orgs further their missions Our job as community apeople is to tell their stories --- is to tell them in a more capitavting TechSoup - -- the social medi ais tied to customer service --- we sowrk very clisely with custserv – about how to use the products -
- - we’ve build out benchmark numbers – what makes a good post on FB or Twitter (we did the homework) click numbers --- generally they fall into campaigns– we can compare cmapigns to another - we can track economic value - -donations from social or newsletter signup – also on GA we have reference codes on all of our posts - we can see engagement from a broad level - When the Japan earthquake happened, we had built a large enough movement bc our content was time sensitive
- -success @ techsoup = engagement, amplifying the messages of the nonprofit sector - GA, excel, etc. --- traffic to site – how many of our social media efforts drove conversions drove to product donations - If social media mentions are driving audience behavior to donate, follow – - Growth --- amplification – qualitatively – growth in qualitative areas – we set our sights on other nodes we’re interested in – Big Data, Open Data. We plan our stratg ***get Alison’s KPIs*** It takes time to create and implement a strategy. Start with small experiments
- -success @ techsoup = engagement, amplifying the messages of the nonprofit sector - GA, excel, etc. --- traffic to site – how many of our social media efforts drove conversions drove to product donations - If social media mentions are driving audience behavior to donate, follow – - Growth --- amplification – qualitatively – growth in qualitative areas – we set our sights on other nodes we’re interested in – Big Data, Open Data. We plan our stratg ***get Alison’s KPIs*** It takes time to create and implement a strategy. Start with small experiments