A presentation to the South East Charity Forum on using Social Media to drive donations and build communities.

1. Social Media and Social Networking
for Charities
6th October 2011

2. All about...
• Social media
• Marketing
• Audiences
• Challenges
• Opportunities
• Tools
• Best/worst practice

3. Social media is...
“an umbrella term that defines the various
activities that integrate technology, social
interaction, and the construction of words,
pictures, videos and audio”
“any tool or service that uses the internet
to facilitate conversations” Brian Solis, Engage

4. “..millions of online conversations every day..”

5. Social Media c. 1591
“We are adver)is’d
by our loving 4iends”
Henry VI, Part III

6. c.6th October 2011
• Over 152 million blogs
• More than 90 million tweets daily
• 750 million + facebook users
• Nearly 120 million LinkedIn users
(growing by +1 million every two weeks)
• Over 3 billion views on YouTube a day
(200 million via mobile)

7. The (social) state we’re in
• 89% of emails are spam
• 1 in 5 divorces are blamed on facebook
• One third of Americans would rather go
without sex than be without their mobile
(smart) phone for a week
• 20% would go shoeless....

8. Social = Global

9. Top social networking sites:
registered users (millions)
800
600
400
200
0

10. Social (Media) Marketing

11. From old media to “new” media

12. From silos to convergence
Advertising Advertising
PR Social Marketing
Customer
PR Marketing
Service

13. What’s marketing about now?
• Influencing behavioural change
• Communication, interaction, engagement
• Friends, fans, followers
• Influentials, Advocates, Tribes, Communities
• Connecting with internal and external audiences

14. From peripheral to “must have”
• 66% of UK businesses agree that social media activity is
essential to their marketing efforts (74% globally)
• 41% of UK businesses report winning new business through
social media (up from 33% in 2010)
• 48% of UK companies use social media to connect and
communicate with customers (52% globally)
• 50% of companies encourage their staff to join business
networks (53% globally)
• 33% of UK companies devote 20% of their marketing
budget to social media marketing (39% globally)
Regus survey of 17,000 managers and business owners
(4,000 UK respondents) June 2011

15. From peripheral to “must have”
• Technology consultancy firm Gartner predicts that by 2014,
some 20% of organisations will make a social network
the hub of their business communications.
• A recent study of 644 US companies concluded that the use
of social media as a marketing tool not only builds better
brand exposure, but also generates leads that result in real
customer acquisition.

16. Social = business development
Hubspot: The State of Inbound Marketing 2011

17. Social media tools
becoming more important

18. Social Media & Charities

19. A Perfect Match?
• Stories
• Causes
• Communities
• Communication
• Engagement
• Action

20. Use of social media by
top 50 fundraising charities (UK)
Source: nfpsynergy April 2011

26. Opportunities vs Challenges

27. • Reach • Perceived lack of control
• Direct/instant • Consequences not thought
communication through
• Real-time interaction • Negative comment
• Positive engagement • Negative engagement
• Community-building • No/little response
• Brand awareness • Home truths
• Research • May need to spend more
• Fundraising • Additional resources?

28. = Strategy!
• Reach • Perceived lack of control • Audiences
• Direct/instant • Consequences not thought • Objectives
communication through
• ROI
• Real-time interaction • Negative comment
• Planning
• Positive engagement • Negative engagement
• Contingency
• Community-building • No/little response
• Management
• Brand awareness • Home truths
• Research • May need to spend more
• Fundraising • Need for additional
resources?

29. Social Marketing Strategy
• Audience: who are you talking to? Who do you need to reach? Where
are they? What are they interested in? How can you add value?
• Objectives: do you need to build your brand? Your profile? Your
endorsements? Your revenues? Your partners? By how much?
• ROI: how will you know if you’ve been successful? What is your
measure of success? By when?
• Planning: how will you achieve that ROI? What resources will you
need? How much time will you allocate? What will you prioritise?
• Contingency: what will you do if you are thrown off-track? How will
you respond?
• Management: how will you manage this? What training will you
provide? How will you lead?

30. What not to do: The Gap

31. What not to do: Kenneth Cole

32. How to do it: Old Spice Guy

33. Old Spice Guy Campaign Results
8000 to 563 000 to
70,000 1,245,415
in two days
+ 121%
+ 107% in one month
+ 55% in next three months

34. Key Social Media Marketing Tools

35. Blogging

36. Blogging Quick Facts
• “Publick Occurrences”, the USA’s first
newspaper, had a blank sheet for
readers’ comments
• Now over 152 million blogs
• 80% abandoned within first month
• UK’s top blog is mashable.com
(5m+ monthly views)

37. Charity blogging

38. Why blog?
• Brand-building
• Credibility
• Profile
• Competitive advantage
• Thought leadership
• Relationship-building
• New business development

39. How to blog
• Preparation is key!
• Strategy: audience, objectives, content?
• Branding: individual vs company?
• Resources: who, how often, when?
• Platform: Wordpress, Posterous, Tumblr, industry-specific?
• Content: inhouse, external?
• Community-building: comments, debate, moderation?
• Brand reputation: responding to negativity?

40. Blogging Top Tips
• Select an easy-to-use platform eg: Wordpress
• Incorporate your blog into your website for traffic and traction
• Theme your blog appropriately: the most effective blogs have a point and
purpose
• Consider your audience: who are you writing for and what do you want
them to do?
• Use visuals, multimedia, charts, questions to give your blog life
• Make your headlines count: who, what, where, when, why, how?
• Don’t over keyword your blog: Google doesn’t like it and nor do readers
• Schedule and plan your blog: worse to start and stop than never start!

42. Twitter Quick Facts
• 200m+ registered users
• 7m+ UK Twitter users
• Over 90 million tweets daily
• 25% contain links
• 500,000 new accounts per day

43. Why use twitter?
• Brand-building
• Profile
• Authority
• Communication and interaction
• News
• Research
• Knowledge-building

44. How to tweet
• Strategy: audience, objectives, content?
• Branding: individual and/or company?
• Resources: who, what, when?
• Engagement: building conversation and interaction
• Integration: linking strategies

45. Twitter Top Tips
• Have a short (ish) user name to maximise ease of use/RTing
• Don’t broadcast: chat and communicate
• RT as appropriate: share and thank often
• Consider your personality and persona: be appropriate
• Follow useful and interesting people/groups/lists (search by #)
• Regularly check and clean your “followers” list
• Use automated tools to spread your tweets eg: #in, #fb
• Use aggregators like Tweetdeck, Hootsuite to track tweets, mentions,
RTs, your favourites, your clients, and to schedule your tweets

47. YouTube Quick Facts
• Fourth most visited website in the world
• Second largest search engine
• 48 hours of content uploaded every minute
• Over 3 billion views a day
• 200 million views via mobile

48. Why use YouTube?
• Brand-building
• Profile
• Authority
• Competitive advantage
• Relationship-building
• New business development

49. How to use YouTube
• Strategy: audience, objectives, content?
• Branding: individual and/or company?
• Resources: who, what, when?
• Engagement: building interaction
• Integration: blogging and vlogging

50. YouTube Top Tips
• Claim your brand: set up a dedicated channel for your business
• Customise your channel to better brand your business
• Tag (keyword) your videos so they can be easily found
• Consider your audience: what’s going to be of value to them?
• Consider your personality and company persona: be appropriate
• Keep it short and sweet!
• Create “calls to action” to encourage comments and interaction
• Integrate your YouTube videos into your website and social spaces
(link and watermark)

51. LinkedIn

52. LinkedIn Quick Facts
• Nearly 120 million registered users worldwide
• Almost 7 million in the UK (third largest)
• One new member every second
• 70% of users are male
• 80% of users are “decision-makers”
• 700,000 + groups

53. Why use LinkedIn?
• Brand-building
• Profile
• Networking
• Share knowledge and expertise
• Find/advertise jobs
• Research
• Knowledge-building

54. Members by industry

55. How to use LinkedIn
• Strategy: audience, objectives, content?
• Branding: using profiles to build and control your
brand
• Networking: do’s and don’t’s
• Sharing expertise: groups and answers
• Integration: using LinkedIn tools to build your brand
• Research: using LinkedIn Search

56. Words to Avoid in your Profile
Proven track record Entrepreneurial
Dynamic
Innovative
Team player
Fast-paced
Results-oriented
Motivated
Problem-solver Extensive experience
Data: LinkedIn

57. LinkedIn Top Tips
• Include a photo (current and professional)
• Complete your profile
• Obtain references (quality over quantity)
• Contribute (groups, Q&A)
• Use ability to integrate blogs, other software eg: Slideshare, Box.net
• Use the search feature for research and marketing
• Don’t “cold call”: get introduced properly

58. Thank you!
Bringing brands and business to life:
marketing, design, social media
fiona@jumpstartinteractive.com
0773 9300 322
@fionamulliner