June 15, 2009 presentation for Donate Life America and state affiliates on social media and it's role within the organ/tissue donation community.

1. The Power of Conversation
Using Social Media to Motivate Action
in the Donation Community
Scott Meis | Sr. Project
& Social Media Director
June 15, 2009

2. Carolyn Grisko & Associates Inc.
Chicago-based strategic communications firm
working with a variety of
corporate, government and nonprofit clients.
www.grisko.com
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3. What We’ll Cover
• Current trends
• Relevancy
• Leadership Buy-In
• Measurement
• Management
• Implementation
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4. This…
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5. Can Quickly Result in This…
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6. Why Social Media Matters
• 34% of people searching health information
online use social media
• 46% use health portals
• 67% use search engines
• 21% use Wikipedia
Source: icrossing 2008 study
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7. Why People Are Attracted to Social Media
• People trust “a person like me” more than
authority figures from business, government
and media
• Seek ongoing dialogue, not one-way
advertisements
• Trust, transparency, openness, honesty
Source: icrossing 2008 study
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8. Current Online Trends
• 3,000 Google searches each second
• 33 minutes of video added to YouTube every
second
• Over 225 million+ Facebook users
• 19 million Twitter users
• Share! Connect! Comment! Engage!
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9. People Listen – The Domestic Diva Case Study
• Nov. 12, 2008 blog post from influential
Mommy blogger about daughter in need of
kidney. 196 comments, flurry of tweets.
• Nov. 26, 2008 announcement of living
donor found. 146 comments.
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10. People Listen – #Eric Heart Transplant
• May 2009 – Former CNN reporter Veronica
De La Cruz launches effort to raise money
for brother’s heart transplant.
• 1 day example – 1,250 hashtag tweets
• Over $850,000 raised by May 28
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11. People Converse - Twitter
• Constant Conversation on Twitter
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12. People Watch – Donate Life Illinois on YouTube
90,000
80,000
YouTube DLI views - April 2008 - April 2009 80,570
70,000 68,662
60,000 61,950
56,899
Video Views
50,000 52,126
40,000 44,300 45,782
41,200
35,222
30,000 30,648
20,000 20,000
20,577
10,000 12,000
0
Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09
Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09
Series1 12,000 20,000 20,577 30,648 35,222 41,200 44,300 45,782 52,126 56,899 61,950 68,662 80,570
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13. People Watch – Mayo Clinic Case Study
• Cute video of older couple playing piano posted on
Sharing Mayo blog on April 7, 2009
• Mayo social media tools used to share video
• Featured on Good Morning America, leveraged
traditional media
• More than 3.1 million views by June 8, 2009
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14. The BIG Question
Why Should My Organization
Use Social Media?
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15. Social Media & the Transplant Community
• Brand Awareness
• Community Building
• Volunteer Recruitment
• Fundraising
• News - Be the Media
• Unified Donation Message
• Reputation Management & Response
• Donor Registrations!
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16. Brand Awareness Example
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17. News Generation Example
• Listening & Monitoring leads to blog
comment calling attention to Facebook page
• Quick reply on Facebook results in series of
blog posts focused on issue
• Use social media to Be The Media
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18. How to Sell Leadership on Social Media
• Case Studies
• Efficiency of Online Communications
• Proactive Crisis Response Mechanism
• Start Small, Measure & Benchmark
• Use a Consultant
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19. Is Social Media Measurable?
• Yes! With Benchmarks and Goals.
• Quantitative: Web analytics (referral links),
Facebook Insights, YouTube Insight, Twitter
Stats & Analysis
• Qualitative: Comment sentiment (Radian6),
feedback, support increase, engagement
increase, survey trends
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20. How Do I Find Time to Manage Social Media?
• Start Small - Integrate, adjust, create
routine
• Divide Tasks - Listening & monitoring,
engagement & community management,
content production, reporting & analysis
• Engage Staff – Create policy, guidelines,
foster participation to enhance outreach
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21. What It Will Take
• Conduct a thorough internal analysis
• Do you have top level and employee buy-in?
• PR/Marketing staff member that can commit to being a Social Media
Manager?
• Commitment and desire to engage? PASSION!
• At least 1-2 hours to devote each day?
• Small content creation budget?
• Time and patience – it WILL NOT happen overnight
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22. What It Will Take - Graph from Beth Kanter
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23. Start By Listening
• Get Busy Monitoring!
• Google Alerts
• Google Reader
• SocialMention, Twitter Search, Technorati
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24. Choose Your Audience
• Start with existing supporters
• College students? Workplace outreach?
• Research!
• Social Technographics Profile
• See what other states are doing
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25. Set Your Objectives & Goals
• Registrations
• Increase public reach of message, cultivate
media relationships online?
• Drive traffic to Website?
• Develop new avenue for connecting your
state’s transplant community?
• MOST IMPORTANT…
Make your message resonate!
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26. Define Your Strategy
• Listen, find communities & influencers
• Develop content plan
• Be consistent and integrate
• Engage and facilitate
• Analyze, measure and ADAPT frequently
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27. Choose Your Tools
• Is your target audience already talking to
one another?
• Focus on building long-term relationships
• Remember:
- People meet in different online spaces
- They comment, share and influence
- They want to tell THEIR story – let them
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28. Sample Social Media Platform
Your Website
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29. With or Without You . . .
...the conversations are going to take place.
• Are you going to engage and embrace?
• Smartly save time, money, staff in
connecting with donation enthusiasts to build
lasting relationships? Find new potential
lifesaving donors?
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30. The Big Takeaway
10 Steps to Get Going TODAY
1. Start listening. Google alerts and Google
Reader, Twitter search or
Tweetlater, protect your brand
2. Assess your needs, purpose and capacity
to engage in social media
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31. The Big Takeaway
10 Steps to Get Going TODAY
3. Identify team to spearhead, sell
leadership, create social media policy
4. Identify target audience, set
objectives, define your strategy, choose
your tools
(POST Strategy)
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32. The Big Takeaway
10 Steps to Get Going TODAY
5. Start with focus on existing initiative
6. Establish a Facebook page
7. Start a blog on Wordpress
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33. The Big Takeaway
10 Steps to Get Going TODAY
8. Create Twitter and Flickr accounts
9. Join YouTube’s Nonprofit program, search
and comment on videos you like, purchase
a FlipHD camera
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34. The Big BIG Takeaway
10 Steps to Get Going TODAY
10. Measure monthly, track & analyze trends,
adapt
Get going! Be patient and stay active.
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35. Questions & Comments
Scott Meis
smeis@grisko.com
312-335-0100
www.grisko.com
Suggested Reading:
Resources – Social Media Handbook, Transplant
Organizations Using Social Media
Blogs – Beth’s Blog, SMUG, Social Media Today, Social
Media Snippets, Groundswell
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