1. Philanthropy Midwest
Social Media Marketing
November 18, 2009

2. Barkley Cause Branding

3. What Is
Social Media
Marketing?
3

4. Conversations that
build relationships
between
organizations and
stakeholders.
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5. 5

6. Blogs
Message Boards Microblogs
CONTENT &
CONVERSATION
Photos Mass
MEDIA SOCIAL Niche
Videos
SHARING NETWORKS
Podcasts Corporate
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7. Is Social Media
Right for My
Organization?
7

8. University of Mass. Survey
• 89 percent of nonprofits are using some
form of social media
• 57 percent use blogs
• Non-profits lead for profit businesses in
adopting social media technologies
Source: Herald News, 06/2009
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9. 9

10. charity:water
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11. WorldVision – Night of Nets
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12. Nature Conservancy
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13. Is it Working?
Survey of 256 mid-sized non-profits
Source: Social Networking and Mid-Size Non-Profits: What’s the Use? Nov. 2009 13

14. Is it Working?
Survey of 256 mid-sized non-profits
Source: Social Networking and Mid-Size Non-Profits: What’s the Use? Nov. 2009 14

15. Will it Work for You?
• Are you prepared to invest the time?
• Will you listen and engage in
conversation?
• Are you comfortable with transparency
and authenticity?
• Can you commit for the long term?
• Do you know why you’re doing it?
15

16. Barkley
Social Media
Principles
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17. #1: Them Not Us
The best advertising is not us talking
about us. It’s other people talking
about us. Make conversations about
the consumer first.
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18. 18

19. #2: Be Where
The Consumers Are
Know where your target consumers
congregate and converse.
Contribute to those communities
and conversations.
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20. 20

21. Groundswell
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22. Donors 30-49 Prefer Community
Oriented Content
Community Content Traditional Social Media
45% social networks 15% blogs
23% review sites 13% podcasts
21% message boards 4% video
19% online forums
17% wikis
Source: livingston communications
22

23. Donors 30-49 Desire Certain
Types of Conversations
• Whether or not a nonprofit is successfully making an
impact (75 percent)
• Learning about organizations that are actively working
on issues and causes I care about (62 percent)
• Success stories and updates on the progress of
nonprofits I support (54 percent)
• Information/updates on the issues and causes I care
about (54 percent)
• Financial accountability and governance of nonprofits
I support (51 percent)
Source: livingston communications
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24. #3: Show Signs of Life
Integrate and promote social
content throughout your digital
presence. Think beyond the badge.
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25. 25

26. #4: Action Trumps Eyeballs
Aim for engagement, not just traffic.
Design for action and interaction.
Think hearts and minds, not just
eyeballs.
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27. 27

28. 4 Step
Social Media
Strategy
28

29. LISTEN & LEARN
PLAN
ENGAGE
EVALUATE
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30. Step 1: Listen & Learn
• Discover: Find conversations currently
taking place about your company and
category
• Quantitative analysis
• Qualitative analysis
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31. VIDEO
Google video, Yahoo, Youtube,
Grouper, Break, Dailymotion,
Metacafe
BLOGS &
BOARDS
Boardreader, Google alerts,
Live, Technorati, Icerocket
TWITTER
Twemes, Tweetscan, Dittes,
Telewebber, Terraminds
DIY SERVICES
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32. 32

33. Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
• Engagement plan
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34. 34

35. Monitoring Plan
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36. Response Plan
*Source: Forrester Research, Groundswell, 2008
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37. Engagement Plan
Business SM SM Strategy Description
Function Strategy
Research Listening Ongoing monitoring of consumers’ conversations with each
other
Marketing Talking Participating in and stimulating two-way conversations your
customers have with each other, or outbound communications
to your customers
Fundraising Energizing Making it possible for your enthusiastic customers to help sell
each other
Service Supporting Company-provided support of enabling your customers to
support each other
Development Embracing Helping your customers work with you and/or each other to
come up with ideas to improve your products and services
*Source: Forrester Research, Groundswell, 2008
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38. Talking
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39. 39

40. 40

41. Energizing
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42. 3-Day Ambassadors
• Objective: Engage evangelists -- walkers, survivors and
fans -- and encourage word of mouth, RFIs, registrations
• Strategy:
• Social media extension of a media relations idea
• Ask them to help
• Give them content to share
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43. Fundraising push
43

44. Authority: 38
Rank: 88,000
“I asked 25 people to make donations of $12.20 to get me to the
$1000 mark. This is what happened on Twitter after that.”
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45. March of Dimes Moms
• Objective: Engage the growing number of moms online
and position the March of Dimes as a resource for
women
• Strategy: Approach women bloggers; ask them to donate
a post per month
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46. Outreach
Transparency
Connect quickly
Other MOD Moms
Suggest, don’t
demand
Be human
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47. “Last week I became a March of Dimes Mom...
I am so honored to be able to give back to the
community that did SO much for Mike and me
when we were dealing with Madeline’s
gestation and hospitalization. Once a month I’ll
be blogging about the issues that Mike,
Madeline, and I deal with due to prematurity.
You know…pretty much like I already do!”
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48. 48

49. Encourage disclosure
“In accordance with FTC guidelines and in the spirit of
the Blog With Integrity pledge
[http://www.blogwithintegrity.com] we encourage the
bloggers we work with to fully disclose that the
products they are reviewing and/or giving away were
provided to them at no charge by XXXXX.”
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50. Supporting
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51. 51

52. 52

53. Embracing
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54. 54

55. 55

56. 56

57. Step 4: Evaluation
“We are after hearts and
minds instead of eyeballs.”
Thomas Hoehn
Kodak
57

58. Some Resources
• Beth’s Blog
http://beth.typepad.com/
• Frogloop
http://www.frogloop.com
• Have Fun. Do Good.
http://havefundogood.blogspot.com/
• Social Ch@nge
http://www.netfornonprofits.org
• Spare Change
http://www.social-marketing.com/blog/
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59. Mark Logan
mlogan@barkleyus.com
@mlogan on Twitter
www.linkedin.com/in/marklogan
www.slideshare.net/marklogan
59

60. Thank You