Shortbord endorsement badges allow non-profits to empower supporters to promote causes across social media. Supporters display badges that link to the non-profit's content and calls to action. This drives awareness of issues and mobilizes supporters by leveraging their personal social networks and influence. Metrics like impressions, clicks, and conversions provide measurable returns on non-profits' social media strategies.

1. endorsement badges
non-profits & social media awareness
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2. what is social media?
its all the things your supporters are doing on a daily basis
social media is people using tools
(like blogs and video) and sites (like
Facebook and Twitter) to share
content and have conversations
online.
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3. how is it changing marketing?
social media is a fundamental shift in the way people communicate;
real time informal conversations, real time information
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4. social media is diverse
people are the focus of social media as creators, critics and collectors
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5. what should marketers focus on?
common practice is to focus on places where people are sharing
information…
• Twitter > 35 million U.S. users (heavily engaged)
• Facebook > 400 million active users
• 3rd most visited website in U.S. (behind Google & Yahoo)
• YouTube > 85 million users per month
• 4th most visited website in U.S. & one of the top search
engines
• LinkedIn
• Blogs
• Ustream/Livestream
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data from compete.com and Alexa

6. how shortbord helps accomplish goals
in addition to focusing on the places where people are sharing
information, focus on the people who are sharing information and let
them influence their friends
social media is a word-of-mouth environment – wherever your
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supporters are, they can display their endorsement badge

7. shortbords are endorsement badges
shortbord gets brands into the conversation and noticed (without
interrupting “the stream”)
• shortbords are like wearing
a Do Something branded t-
shirt to a party
• Do Something is involved
• leverages personal
influence
• doesn’t get in the way
empower your activists to build awareness and drive
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action for things that are personally relevant

8. why a word-of-mouth ad platform now
people are the platform: attach your icon to supporters and let them
do what they love to do – interact with friends and followers online
• bloggers are passionate activists
• people want to express themselves
• people maintain multiple profiles
• each user has a growing “digital real
estate” empire
• influencing each other through online
social interactions
• authentic and fully transparent
• spending more time online everyday
• already looking for ways to support
your cause
• generate thousands of relevant
impressions each
• reach like-minded individuals
give people the tools to publicly endorse your cause
across all the websites they use 8

9. build awareness and drive action
icons link to your featured promo where people can sign up, make a
donation – anything you think will help your cause
endorsement badges are visual, personal and drive action 9

10. fan page meets ad campaign
each shortbord offers more info, featured promo and most importantly, a
leaderbord
• detailed description of
cause / featured promo
• call to action = sign up
or donate
• leaderbord = social
currency and fun game
• other shortbords
displayed
• clicks drive to non-
profit’s website
leaderbords make each campaign entertaining and competitive 10

11. large and diverse market
each surfer has a unique value to brands; volume of voices achieves
mass-market scale with specificity of niche advertising
the new “media properties”
• celebrities:
• millions to billions of impressions
each
Reach / Influence
• influentials:
• thousands to millions of
impressions each
• the rest of us:
Social Media Users • thousands of impressions each
new metric to value display ad inventory: RIDE score
measures Reach, Influence, Distribution and Engagement 11

12. real, measurable ROI
campaign success is measured by impressions and clicks of
endorsement badges on websites in the shortbord network
benchmark your brand against
industry competitors to determine
your brand’s consumer mindshare:
• impressions
• influence
• leads
• recommendations
• interactions
• mentions
based on limited sample size, CTR is well above
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market average for display advertisements

13. how can endorsement badges help your cause?
users want to engage with you online, share your info, tell your story
• brand enthusiasm – building awareness
• loyalty – improving the public’s knowledge
• advocacy – building and maintaining support
• mobilizing volunteers around the cause/event
• building donor base
• …even raising money
shortbord gives you a simple tool to extend existing
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social media strategies to build support and awareness

14. next steps
mobilize your supporters to influence their social spheres
• make shortbords for your cause to build awareness, increase
membership, drive action, loyalty
• support the cause
• places to sign up
• places to donate
• featured events
• contests
• corporate tie-ins and incentives for members
• mobilize your supporters to display your endorsement badge
• make them aware of shortbord – facebook/twitter, newsletters
• embed shortbords on your blog, community forums, etc…
we are happy to do all of the above on your behalf 14