Spring Creek Group Social Media Non-Profit Summit 2-24-2011

Non-Profit Social Media
Summit 2011

Welcome!

@SpringCreekGrp

#SCGNPS

SCG Proprietary and Confidential 2
@SpringCreekGrp #SCGNPS

Who Are We?
• People – about 40 of us
• People who like Pioneer Square (and Tat’s deli)
• People started showing up in 2006
• People who enjoy Strategy and Planning, Community Management, and Analytics

Some of our clients?

Do we like non-profits too?
HECK YEAH!


So, Why Are We Hosting This Thing?


Today’s Vision

We want you to walk away with
actionable ways to organize your social media
efforts into an effective, efficiently run
program.

We’ll cover a bit about…
- Planning
- Listening to your constituents
- Execution
- Team structure
- Measuring your success
- And, how you can continue to learn
more about social media.


Agenda

Industry Best Practices Talk – 1:10-2:10pm

Break – 5 minutes

Small Groups – 2:15-2:45pm

Wrap Up and Break – 15 minutes

Panel Discussion and Q&A – 3:00-4:00pm
Andrew Corey, KEXP, Programming Manager
Judith Austin, Pacific Northwest Ballet, PR and Marketing Assistant
Kevin Erickson, All-Ages Movement Project, Director
Melissa Tizon, Swedish Medical Center, Communication Director
Tara Smith, Seattle Works, Executive Director

Networking! Ask us questions! Enjoy a drink!

A Little Context:

This is an exciting time!
So long as you’re not afraid
of 2 things…


Thing 1: the Internet


Thing 2: Change


Social media is fundamentally
changing the way we communicate
who we are, what we care about,
and with whom we communicate
every day.

Here’s why…


Fun Facts
• In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy &
BuddyMedia

• Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties
including YouTube , Gmail, Google account for 9.85% – Experian Hitwise

• Facebook’s fastest growing demographic is 17-35 year olds – TIME

• Social media accounts for ~ 25% of all time spent online, over 35 minutes per hour –
Nielsen

• 78.6% of consumers have joined a company’s community to get more information on
the company – Universal McCann

• 66% of company community members note that the community has made them more
loyal to a brand – Universal McCann

• 41% of users who have unfollowed a brand on Twitter did so because they were over-
marketed to – ExactTarget


Myth Busting

• Social media marketing is NOT…
– A panacea (i.e. “magical solution to all problems”)
– A great performance marketing (i.e. direct response)
channel
– “Free”
– A replacement for good PR
– Easy
– Able to create nearly immediate 20% site traffic lift
– “…the next big thing…”

@SpringCreekGrp #SCGNPS Page 12 SCG Proprietary and Confidential 12

Social Media Brings Your Mission Forward


Do It With A Purpose


Ask, “Where Is The Opportunity?” About Us
About Spring Creek Group

Inactive Watch React Engage Activate Drive
• Avoid what • Listen to what • Respond to • Provide resources • Push content and • Manage message
customers and your customers negative attacks for bloggers to stories to and comment
competitors are are saying about share your influencers and boards for
saying about you you • Correct factual message fans customer groups
online errors
• Track changes in • Identify and • Motivate your • Maintain and
• Allow competitors customer • Stop competitors leverage ardent supporters grow thought-
to control the perception from gaining influencers and fans to spread leadership
conversation share of voice the brand love on presence where it
about your • Monitor • Create active their own matters most
industry and competitors in • Compare competitive
brand space competitors and analysis strategy • Let community • Develop & drive
analyze partners have first look at industry blogs
• Ignore influential • Leverage data to • Reach out to key materials, that put company
authors who may understand • Utilize a blog to bloggers commercials and in positive light
be able to landscape complement other creative
champion your “traditional” PR &
messages Comm efforts


Define Your Goals And Prioritize

You can do A LOT with social. What do you want to achieve?
• Drive new members?
• Build your audience?
• Educate?
• Expand your marketing message?
• Connect with new orgs?
• Build relationships with
influencers?
• Improve attendance at events?
• Increase community feedback
about your service?
• Build relationships with news
organizations?
• Connect with new donors?
• Improve relationship with current
donors?


Set Realistic And Measurable Objectives

What to look for:

• Fan growth?
• Community interaction?
• Number of new donors?
• Outreach to people on Twitter?
• Number of blog posts about your organization on other blogs?
• Number of site visits from social?
• Number of messages sent per week?
• Number of comments made per week?
• Number of RT’s?

You’ll only learn whether or not you’re reaching your
goals if you measure what you’re doing!


Setting A Social Media Policy

What to consider:

• Transparency
• Disclosure
• Public/private personas
• Moderation policies


Team Structure

Governing Board & Org Leadership Program Oversight

Donor
PR
Services

Social Monitoring,
Program Planning and
Leader Execution
Market- Program
ing Services

Interns & Program Assistance
Volunteer


Escalation Path

• Allows anyone to step in
and traffic inbound
messages and comments.

• Need to decide how you’ll
respond to trolls, haters,
and unhappy users.

• Define which roles or
positions will be
responsible for different
situation resolutions.


The Meat!


Listen


Define Your Target Audience

• Review your program goals and objectives.

• Reflect on the conversations people are
already having.

• Is your audience:
• Prospects?
• Current Supporters?
• Influencers?
• Staff and volunteers?

• Your target audience will help you
determine your channels and where you
should focus your efforts.


Publishing
The frequency and diversity of your
publishing directly impacts your
organization’s footprint.

• Create content geared toward different
target groups.

• Develop a regular cadence.

• Tap subject matter experts to
contribute to your content
development.

• Treat each channel individually.


60-30-10 Model

Other types of
messages
10%

Traditional 30%
communications
and fundraising
messages 60%
Sharing resources from
3rd parties, adding value
(tips/tricks, news, etc.) for
the community, getting
insight into what they
want from the brand


Bring Your Community Together

ALWAYS do your best to foster
a community on your social
channels. Add value.

A strong community:
• Encourages participation,
engagement, and
discussion.
• Creates evangelists.
• Happy Community = Giving Community


Tone & Voice

Usually a mix of the word
cloud above. Depends on your
organization and their goals.


Influencer Outreach

Give Ask For
Listen Introduce Something Something
Of Value Of Value


Creating Advocates

Any great organization has its diehard supporters. Fostering those
relationships should be a priority.

• Offer incentives

• Make it a point to follow and
engage these members in
social channels

• Tap people for content
generation

• Capture testimonials

• Contests can be a good way
to engage advocates


Fundraising

Remind! Don’t Nag!

Share Testimonials to
Empower


Social Fundraising

Key Considerations:

- Most users aren’t raising - Launched in - To spread, or to
money. November 2010. streamline? Is it
better to direct to
500,000 registered causes > - Like Facebook for website or direct to
Only 27,000 have raised $ non-profits. Cause?

- Run through Network for - Too early to tell real - Capturing donor
Good so make sure to impact. Still in beta. information.
consider the percentage.
- No way to - Smaller gift levels.
communicate to
- Individual fundraising followers, - Time involved vs.
campaigns now possible. aggregator. financial returns?
Something to anticipate.


Stay Organized


Editorial Calendars

Your public relations and marketing programs have calendars and
your social programs shouldn’t be any different

• Break out and plan activities for
each social channel

• Assign ownership for each
outbound activity

• Sync regularly with all
departments to ensure social is
supporting their efforts

• Track larger market activities for
ways to integrate


Promoting Your Social Channels

Suggestions for social integration
• Website
• Electronic newsletter
• Email signature
• Brochures
• Paper newsletters
• Donor communications
• PR material
• Marketing
• Word of mouth
• Business cards
• Front desk


Social Media Management Tools

Problem: With many of the third party social media sites, namely Facebook and Twitter, it
can be difficult to use them with an entire team. It’s also difficult to track everything.

Opportunity: Social CMS (content management software) technology tools make it easy to
engage, post content to many channels, and include many team members.

FREE PAID


Facebook Platform Management Tools


Measuring Your Impact


Listen to what’s
being said

Make
recommendation
for change
ACT!

Analytics

Track outbound
and inbound
Analyze trends
engagement &
link clicks

Evaluate the
effectiveness of
engagement


Gather Your Metrics And Understand Your Impact

• Information is power; use your data to
support your strategy.

• Analytics is an ongoing process, but can
say a lot.

• Inbound vs. Outbound

And, boy, do we have a reporting tool for you!

Additional Considerations

• Mobile and location-based services such as 4Square, Gowalla, mobile giving.

• Microgiving, Groupon, and LivingSocial.

• Leveraging evangelists (volunteers).

• Organization vs. personal identity.


Trivia… AKA Prizes!

• Tweet something you learned so far and include #SCG
NPS.

• Name two social media management platforms?

• What’s your favorite Internet meme?

• Name one of the founders of Twitter?

• What year was Facebook founded?


Breakout Sessions…

Targeting Influencers And Donors – The people interested in you are out there.
Online. Bring them home by learning how to find and message them.

Analytics/ROI – You’ve tweeted, Facebooked, and YouTubed. Now it’s time to
measure your success.

Storytelling With Social – All channels aren’t created equal. Learn more in-depth
strategies, tactics, and tips when conquering Twitter, Facebook, YouTube, and
blogs.

Building Your Communities – Are you the lovey type? You should be. Kind of. Get
away from the tactics and learn how to foster a community… one that talks, gives
feedback, and participates in contests.


Panel Discussion… Let The Stories Begin!

Moderator:

Andrew Corey, KEXP, Programming Manager

Panel:

Judith Austin, Pacific Northwest Ballet, PR and Marketing Assistant

Kevin Erickson, All-Ages Movement Project, Director

Melissa Tizon, Swedish Medical Center, Communication Director

Tara Smith, Seattle Works, Executive Director


Appendix


Resources For Further Learning
• SlideShare, “What is Social Media?”
• http://www.slideshare.net/mzkagan
/what-is-social-media-2005829
• 360i Social Media Playbook
• http://www.360i.com/pdf/360i-
Social-Marketing-Playbook.pdf
• Crawl, Walk, Run, Fly: Using Social Media
for Good
• http://www.slideshare.net/kanter/w
atech4good-summit
• Mashable
• http://www.mashable.com
• Google Alerts
• RSS Feeds
• Twitter

Be active and learn from others:
• Social Media Club – Attend events and
talks to others in the social space.


Overview Of Social Landscape
•In the US, there are 149M active Facebook users, 70% log in once a day – Ogilvy
& BuddyMedia

•Social media accounts for ~ 25% of all time spent online over 35 minutes per hour –
Nielsen

•Facebook accounts for 8.93% of all website visits in the US. All of Google’s
properties including YouTube , Gmail, Google accounts for 9.85% – Experian Hitwise

•64% of Facebook users have liked a brand on Facebook - ExactTarget

•By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook
account – TIME (12/7-1/3 edition)

•Facebook’s fastest growing demographic is 17-35 year olds – TIME

•43% of Facebook users who “unlike” a brand do so because of too much push
marketing – Exact Target

•46% of Internet users worldwide interact with social media on a daily basis -TNS
Resource: http://jeffesposito.com/2011/02/14/social-media-facts-share-executives/


•25% of social media users are more likely to look into a brand advertising on
social media – Adology

•15% of these users are more likely to purchase from social media advertisers –
Adology

•38% of Small & Micro Businesses would use social media more if they had more time
or a convenient management solution – Vistaprint

•46% of micro business owners utilize social media – Vistaprint

•$4.26 billion will be spent on social media marketing globally in 2011 – eMarketer

•17% of US online consumers have created a Twitter account – ExactTarget

•48% of Twitter users check their account at least once a day – Exact Target

•71% of Twitter users expect to receive marketing messages via the platform – Exact
Target


•41% of users who have unfollowed a brand on Twitter did so because they were
over-marketed to – ExactTarget

•46% of Twitter users meet with friends more in person over 2009 – Social Mythbusting

•78.6% of consumers have joined a company’s community to get more information on
the company – Universal McCann

•71% of community members say they are more likely to purchase from brand –
Universal McCann

•66% of company community members note that the community has made them more
loyal to a brand – Universal McCann

•63% of corporate community members note that they will recommend brand to
friends/family – Universal McCann

•Ford’s 2011 Explorer launch on Facebook generated a 200% greater return than a
Super Bowl ad - Social Media Case Studies, Stories, Perspectives


Spring Creek Group Social Media Non-Profit Summit 2-24-2011

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Spring Creek Group Social Media Non-Profit Summit 2-24-2011

Ähnlich wie Spring Creek Group Social Media Non-Profit Summit 2-24-2011 (20)

Mehr von Mediabrands Social

Mehr von Mediabrands Social (10)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Spring Creek Group Social Media Non-Profit Summit 2-24-2011