Emerging Media in the Non-Profit Arena
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This is my presentation for the Social Media Strategies Summit in Boston, September 2011. My focus is on how CSR is evolving into CSV (Corporate Social Value) and how Social Media is evolving into Social Innovation. Marketing for non-profits doesn't have to be about asking for money--it's about helping brands discover the best VALUE they can bring for all their stakeholders.
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Emerging Media in the Non-Profit Arena
- 1. The Digital Diagnosis Emerging Media in the Non-Profit Arena John C. Havens @johnchavens dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 3. Ā
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- 5. Accountability Based Influence (ABI) dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 11. ROI to ROE Return on Engagement dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 12. Itās not about you. dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd Only 16% of all non-profits plan on using mobile websites in 2011
- 14. dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd Building a Social Innovation Pipeline Distinguish between the mediums - Use Facebook for general broadcast and fan to fan conversations, and LinkedIn for a discussion on IT staffing. Always have a PURPOSE - are you recruiting volunteers? Cultivating activists? Donāt just SCHILL FOR COIN. Leverage volunteers to be your Social Media activists .
- 15. dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd Each time Lose For Good is mentioned in social media -- blogs, Twitter, Facebook -- Weight Watchers will donate $1 to Share Our Strength and Action Against Hunger, up to $75,000.Ā Since Lose For Good launched in 2008, Weight Watchers members and online subscribers around the world have lost more than 12 million pounds, resulting in more than $3 million donated to programs that provide children and families with better access to nutritious food.Ā
- 16. dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd It's easy to spread the word.Ā Here's how:Ā Today, September 19, 2011 participate in any and/or all of the social media strategies below: Ā Facebook: "Like ā the official Weight Watchers page, as well as the pages for Weight Watchers Supermarket Foods, Share Our Strength, or Action Against Hunger . Ā Ā Ā Twitter: Become a new follower of:Ā @weightwatchers, @shareourstrength, or @acfusa ; Tweet or ReTweet using the hashtag #LoseForGoodĀ Blog: Ā Write a blog post about the Lose For Good campaign on your personal blog or in the WeightWatchers.com Community Check-In : Ā Check in from your mobile device to a participating Weight Watchers location on Facebook PlacesĀ or Check-in to the official Lose For Good Challenge in the Weight Watchers Community
- 17. Getting Geeky (Emerging Media Case Studies) dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 25. Ā
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- 29. Accountability Based Influence (ABI) dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 30. Will your actions speak louder than your words ? dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 31. Ā
- 32. Who? Who? Who? Who? dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 33. I really wannaā know. dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
- 34. John C. Havens [email_address] @johnchavens dddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd ddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddd
Editor's Notes
- READ LOYALTY CLICK PDF!!!!! The Digital Diagnosis - Emerging Media In The Non-Profit Arena SMS Texting, QR Codes, Augmented Reality and other emerging technologies are transforming the way non-profit organizations market their messages around the globe. Multiple healthcare non-profits plus many governmental organizations are utilizing emerging tools to connect rapidly with stakeholders to build transparency and trust. In this presentation, emerging technology speaker John C. Havens will provide multiple case studies of non-profit organizations utilizing technologies that can be adapted for attendees while providing an easy to replicate formula on how best to implement strategies according to business objectives and set budgets. Research: http://emergingmediainitiative.com/updates/1153/ http://mashable.com/2011/04/18/non-profit-facebook-guide/ How nonprofits can maximize FB; great to doās/not to doās http://mashable.com/2011/08/30/pop-culture-non-profits-memes/ How nonprofits are tapping into mems and pop culture http://mashable.com/?s=non+profits&commit=Search A number of great resources from Mashable. Start with this article: http://mashable.com/2011/05/19/non-profits-mobile/ http://mashable.com/2011/09/14/digital-roundup-social-good/?WT.mc_id=obinsite
- The 20th century witnessed a lengthy battle between polar opposite views of how to organize and regulate economic activity. Although free market capitalism won that epic struggle decisively, it failed to capture the minds of intellectuals and the hearts of citizens. Corporations are probably the most influential institutions in the world today and yet many people do not believe that they can be trusted. āØāØConscious Capitalism is a philosophy based on the belief that a more complex form of capitalism is emerging that holds the potential for enhancing corporate performance while simultaneously continuing to advance the quality of life for billions of people. āØāØThe Conscious Capitalism movement challenges business leaders to re-think why their organizations exist and to acknowledge their companies' roles in the interdependent global marketplace. āØāØToday's best companies get it. From Zappos to Whole Foods, the Container Store to Google: they're generating every form of value that matters: emotional, social, and financial. And they're doing it for all their stakeholders. Not because it's "politically correct"; because it's the ultimate path to long-term competitive advantage. Conscious Capitalism differs from Corporate Social Responsibility (CSR) by virtue of its origins from within the company as an expression of an overall perspective on how to conceive and build a business, rather than as a response to external notions of what counts as "socially responsible" or external pressure. āØāØConscious Capitalists are unapologetic advocates for free markets, entrepreneurship, competition, freedom to trade, property rights, and the rule of law. They recognize that these are essential elements of a healthy, functioning economy, as are trust, compassion, collaboration, and value-creation. Conscious Capitalism is the system-level effect of a substantial number of companies practicing the four tenets of a Conscious Business as defined below:
- The 20th century witnessed a lengthy battle between polar opposite views of how to organize and regulate economic activity. Although free market capitalism won that epic struggle decisively, it failed to capture the minds of intellectuals and the hearts of citizens. Corporations are probably the most influential institutions in the world today and yet many people do not believe that they can be trusted. āØāØConscious Capitalism is a philosophy based on the belief that a more complex form of capitalism is emerging that holds the potential for enhancing corporate performance while simultaneously continuing to advance the quality of life for billions of people. āØāØThe Conscious Capitalism movement challenges business leaders to re-think why their organizations exist and to acknowledge their companies' roles in the interdependent global marketplace. āØāØToday's best companies get it. From Zappos to Whole Foods, the Container Store to Google: they're generating every form of value that matters: emotional, social, and financial. And they're doing it for all their stakeholders. Not because it's "politically correct"; because it's the ultimate path to long-term competitive advantage. Conscious Capitalism differs from Corporate Social Responsibility (CSR) by virtue of its origins from within the company as an expression of an overall perspective on how to conceive and build a business, rather than as a response to external notions of what counts as "socially responsible" or external pressure. āØāØConscious Capitalists are unapologetic advocates for free markets, entrepreneurship, competition, freedom to trade, property rights, and the rule of law. They recognize that these are essential elements of a healthy, functioning economy, as are trust, compassion, collaboration, and value-creation. Conscious Capitalism is the system-level effect of a substantial number of companies practicing the four tenets of a Conscious Business as defined below:
- Did you know that by 2013 mobile phones will overtake PC's as the most widely used web access device? For better or for worse mobile media is the next great waveĀ of fundraising.Ā Despite this,Ā a Loyalty Clicks Technology Trend Report for Nonprofits in 2011Ā cited that only 16% of all non-profits surveyed planned on using mobile websites in 2011.Ā With mobile media on the rise, why are NPO'sĀ so hesitant to make the mobile media jump?Ā When developing traditional fundraising collateral, such as direct mail appeals, Ā it is always important to consider the piece from the donors point of view.Ā Ā Effective response devices are quick and simple to use, easy to read, and leave plenty of room for the donor to writeĀ their information.Ā So why aren't non-profits carrying this same train of thought over to another medium?Ā Optimizing websites for mobile use will become increasingly important as time goes by.Ā Organizations should consider the donors mobile user experience and think about, as a touch-point,Ā Ā how it reflects upon the messageĀ that the organization wishes to convey and ultimately how it reflects upon the donors ability to actually donate.
- Did you know that by 2013 mobile phones will overtake PC's as the most widely used web access device? For better or for worse mobile media is the next great waveĀ of fundraising.Ā Despite this,Ā a Loyalty Clicks Technology Trend Report for Nonprofits in 2011Ā cited that only 16% of all non-profits surveyed planned on using mobile websites in 2011.Ā With mobile media on the rise, why are NPO'sĀ so hesitant to make the mobile media jump?Ā When developing traditional fundraising collateral, such as direct mail appeals, Ā it is always important to consider the piece from the donors point of view.Ā Ā Effective response devices are quick and simple to use, easy to read, and leave plenty of room for the donor to writeĀ their information.Ā So why aren't non-profits carrying this same train of thought over to another medium?Ā Optimizing websites for mobile use will become increasingly important as time goes by.Ā Organizations should consider the donors mobile user experience and think about, as a touch-point,Ā Ā how it reflects upon the messageĀ that the organization wishes to convey and ultimately how it reflects upon the donors ability to actually donate.
- FB focus: We have to remember that Facebook was not made for non-profits, ļæ½ says Danielle Brigida , the digital media marketing manager at the National Wildlife Federation (NWF). 唫 n like Twitter , it is very hard for an organization to foster any individual relationships on Facebook, and it is almost best used as a discussion tool or for broadcasting. ä¹ h is certainly doesn ēØ preclude the ability to have conversations with your audience. However, the format does change how and what your audience will respond to. A question about IT staffing on Facebook may result in crickets, but that question would perform well on LinkedIn, says Holly Ross , executive director of the Nonprofit Technology Network (NTEN). é u t if we ask our Facebook group what kind of music we should add to our hold lines, we å¤ l get twenty responses in an hour. ļæ½ Ross sees NTEN ē“ Facebook community as a virtual water cooler ļæ½ great engagement is about knowing what your community wants from your various social media profiles. é s k open ended questions and use [Facebook] as a two-way street, ļæ½ says Brooke McMillan, Livestrong 壮 online community manager. é l ways stoke conversation between you and the fan as well as fan-to-fan. We č“ e seen some of the most supportive comments in the fan-to-fan relationship. ļæ½ McMillan has helped build a vibrant online support community on Livestrong ē“ Facebook page, which has become a key component of Livestrong ē“ online identity. On the tech side, McMillan recommends posting at least once a day or as often as your organization has fresh content. Our experts honed in on two major non-profit no nos: lack of purpose and being too promotional. ę·» o u have to have a reason to be on Facebook, ļæ½ says Ross (NTEN). é r e you recruiting volunteers? Cultivating activists? Stewarding your donors? You won ēØ find any success in Facebook if you don ēØ know what you ę± e trying to accomplish. ļæ½ McMillan echoed this, urging non-profits to keep their site active and their audiences engaged.The other unfortunate truth is that no one really likes press releases. You don ēØ like writing them or receiving them, and your fans will get turned off by boilerplate messages. That said, your fans do want updates and information about your success and new campaigns. Ross recommends writing a post specifically for Facebook rather than copy/pasting a release. Adds McMillan: ē n the [non-profit] world we often have really great studies and scientific papers that we want to share, but the general public doesn ēØ necessarily want to read an abstract for a research study ļæ½ snoozeville. čŖ i nd a way to deliver this information in an engaging way and your Facebook fans will reward you by actually reading it. Great discussion of how non-profits are using Facebook, and other social networks. I work as an unpaid consultant to several non-profits and I echo some of the statements made in the article.1. Social media has to be part of a strategic communication plan ļæ½ you can ēØ just go off half cocked.āØ2. Share elements your fans will want to know and encourage fan-to-fan communication. Simply posting facts and figures gets pretty boring. Give them a reason to check you out an be a fan.āØ3. Use the right social platforms for the right type of audience and the right communication message.āØ4. Be consistent ļæ½ it doesn ēØ help to share too much one week and not share anything for weeks. It also kills engagement to start a conversation then drop the ball.āØ5. Invite members to take over some of the tasks in social media. For instance, you might put one volunteer in charge of sharing about an upcoming fundraiser, another sharing about a project supported by the non-profit, etc They å¤ l become more engaged and bring their social networks with them.Angela Hausman, PhDāØAssoc. Professor of Marketing, Howard UniversityāØ http://hausmanmarketresearch.org
- Demonstrates SHARED VALUE IDEA
- A common habit with a common problem: We all lend little amounts of money to friends. But we hardly get it back. We used this fact to increase donations. The UNICEF čæ e pay for good ļæ½ app enables your friend to donate the money he owes you. We placed a link on the UNICEF website for people to be able to download the app. It works simply on your smart phone: Choose your friend who owes you money in the address book, set the amount and choose the UNICEF project you want your friend to donate for. He then automatically receives a message with a link to a Microsite, where he can donate the money. As we just launched the application, it is hard to judge the results right now. But in the first days, we already received a large number of donations, with the help of the UNICEF čæ e pay for good ļæ½ app. And every small donation has a big goal: helping children in need, all over the world. More details of campaign: summary of entry .
- Wisconsin ē“ teachers may have been in the spotlight this February, but in California, where over 40,000 teachers have been laid off due to severe budget cuts, the California Teacher ē“ Association (CTA) is fighting to preserve teaching jobs and restore other education funding.They are able to text their supporters and, when the supporter responds, automatically connect that supporter to their state legislator via a phone call. In the first few days of the campaign, hundreds of calls have been made because of the texts, saving CTA time and money compared to the traditional phone tree method.āØāØ
- āØ Forget a string tied around a finger. If you want today ē“ teens to remember to do something, you need to text them. That ē“ what the Alliance for Climate Education (ACE) is doing. When ACE visits a school to present an educational assembly, instead of encouraging the audience to silence their mobile phones, they ask the kids to take them out and text in a pledge ļæ½ one thing they will do to make the environment better.Students are also asked for their email addresses that are integrated directly into the organization ē“ database, allowing them to follow up with each student about their pledge in multiple ways. So far, over 90,000 students have texted pledges and the organization is looking to integrate mobile into other campaigns, including a Halloween haiku contest .āØāØ
- If you č“ e ever visited San Francisco, chances are you went to Pier 39 and heard (if not saw) the famous sea lions. The Marine Mammal Center (MMC) wanted to capitalize on the popularity of the wildlife to educate a wider audience about their work to rescue and rehabilitate sick and injured marine mammals.Using signs at the end of the pier, MMC offered new text subscribers a free seal ringtone. Subscribers got the ringtone, as well as an invitation to visit the nearby Marine Mammal Center. Since the campaign launched, they č“ e recruited nearly 1,500 supporters to the cause.āØ While mobile is still a new strategy for the social sector, consumers are moving rapidly to this channel. å± h en people get online now, they are increasingly using their phone instead of a laptop or computer, ļæ½ says Doug Plank, CEO of Mobilecause . é n d when you look at the history of online giving, how quickly it was adopted by non-profits and donors, mobile is outpacing it. While mobile campaigns have begun to produce impressive results for causes on [their] own, it can be even more impressive as part of an integrated campaign that also includes email and even direct mail. ē® W e know that the opportunistic timing of email and mail can boost response, ļæ½ says Jessica Bosanko of M+R Strategic Services . å² o n-profits are often seeing similar results with text messaging now ļæ½ with supporters who are signing up for texts far outperforming the rest of the file, and strategically placed texts capable of increasing performance to email messages. ļæ½ āØāØMichael Sabbat of Mobile Commons sees the sector getting smarter about how it uses mobile, bringing business intelligence to mobile strategies. å¾¹ r ganizations can be smarter about how they communicate with supporters. If the supporter uses the mobile web, they will be texted a link to donate. If the supporter doesn ēØ use the mobile web, they receive a phone number in their text. We č“ e come a long way to know who the supporters are, so we are not just blindly sending everyone the same message. ļæ½ āØHas your non-profit embraced a mobile strategy? Share your experiences in the comments.
- Domino's Pizza had slumped to the third place in the competitive Japanese delivery pizza market. Our mission is to increase sales under this condition. Our strategy for accomplishment of this goal is not only to show ads to new customers, but also to create a new market by building a new food culture. So where does a new market exist? Our answer is OUTDOORS. "People order delivery pizza to their houses." We broke this stereotype by creating a smart-phone application "Domino's App".We created a smart-phone application "Domino's App", the world's 1st GPS delivery service which can deliver pizza to anywhere users are. It broke the stereotype that "normally people order delivery pizza in the house" and stimulated our hidden appetite. It got great attention both online and in the mass media. More than 200,000 downloads and 1st place in iTunes App Store. It created over $4million (Ā„427,023,362) in sales in only 1 year. Sales cost per order: 2,424 (about$20). Total number of orders: 176,115. It created massive buzz on social web services such as Twitter, blogs, and SNS. The Domino's app was featured on the nationwide TV news programs and magazines without any payment of media fees.
- Turns a laptop ā or desktop ā computer and a mobile phone or modem into a two-way group messaging hub. Works anywhere thereās a mobile signal so it doesnāt need the Internet Once you have the software running on your computer, you can send messages to wide groups of people, and collect responses to any questions or surveys you might want to run, all via text message. Frontline SMS Locator
- Josh Nesbit, Executive Director
- http://www.loyaltyclicks.com/reports/Technology_Trends_SOLN_Nov2010.pdf http://www.mobilecause.com/ http://www.nten.org/
- For marketers and individuals - link what you do, and what can be measured to who you are. Identify your core value proposition by what you do, sell, or produce. Itās okay if itās expensive (example from Geneva with watch brand, etc)