Using Social Media for Strategic Friend and Fundraising for Nonprofits
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Delivered at the 2012 No More Homeless Pets National Conference, this presentation covers the state of social media, developing a strategy, platforms, audiences, and several tactics to implement.
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Using Social Media for Strategic Friend and Fundraising for Nonprofits
- 1. Making Sense of Social Media Part II Friend- and Fund-raising in the Digital Age #NMHPsm Chad Norman, Director of Marketing, SPARC October 25, 2012
- 2. 100% of people (and pets) need real relationships in their lives.
- 3. 1 billion total monthly Facebook users worldwide www.facebook.com
- 4. 55% of 12-year-olds have admitted to their parents they are using Facebook. Wall Street Journal
- 7. But really it’s all about…
- 8. The Spectrum of Communication
- 9. The Social Part of the Spectrum is Interactive
- 10. 90% of people trust peer recommendations, while only 14% trust advertisements. Erik Qualman, Socialnomics
- 11. MAKE WUFFIE! Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential assess to ideas, talent and resources, saved-up favors, and accomplishments. The Whuffie Factor by Tara Hunt www.tarahunt.com
- 13. photos blog posts infographics events newsletters reports surveys videos
- 14. 55% of people search for information first on social media. http://www.insideview.com/social-selling
- 15. 70% of the people’s minds are made up before they are asked. http://www.insideview.com/social-selling
- 16. Our Social Media Honey Pot
- 17. Let’s take an awwwwwwww break.
- 19. thod* P.O.S .T. me The e: Who? P= Peo p l : G o a ls ? ctives ? O= O b je c om e s ie s: Out S =S trateg : Tools? o lo g ie s T= Techn : dswell book Groun ies g hBernoff's cial Technolo nd Jos y So ne Li a ansformed b Charle r * From in a World T g Winnin
- 20. ’
- 25. 17 28 30 15 10
- 29. search website & seo advertising social email media marketing public internal relations comm events direct marketing
- 30. Align your strategic marketing objectives with your organization’s. Organizational Goals Marketing Goals Social Media Goals
- 31. Measure your social media goals against your organization’s. Organizational Goals Marketing Goals Social Media Goals
- 32. search website & seo advertising social email media marketing public internal relations comm events direct marketing
- 33. Key Findings from the 2012 Nonprofit Social Network Benchmark Report… 73% of nonprofits allocate half of a full-time employee to manage social media activities. 43% budget $0 for their social media activities. The top 3 factors for success are: strategy, prioritization, dedicated staff.
- 34. WHO? Customers, friends, fans - people with an affinity People 45 and older make up 46% of Facebook users. 2nd most visited site behind Google.
- 35. WHO? Acquaintances mixed in, along with prospects, press, and influencers 28% of black & 14% of Hispanic Internet users vs. 12% white. 18-29 demographic makes up 29 percent of users.
- 36. WHO? 18 - 34 is sweet spot at 35% 3rd most visited site behind Facebook. 2 billion views per DAY.
- 37. WHO? Professionals, educated adults, recruiters, and businesses Gender too close to call. 150+ million users.
- 38. WHO? Your wife, sister, girlfriend, mom, daughter, crafters, DIY-ers, and foodies. 80% are women. 50% of users have kids.
- 39. WHO? Young, techie men hang out here. Dominated by men (71%) and early adopters. About 50% of Google+ users are 24 or younger.
- 40. 1% of social media users -- belong to all major networks high call-to-action ratio -- can help achieve goals
- 41. 5% of social media users -- belong to all major networks generate 80% of content -- contribute to your reach
- 42. 45% of social media users -- presence on at least 2 networks rarely influence others socially -- use specific calls to action
- 43. 49% of social-media users -- consume info on one network influenced by friends and family
- 44. Let’s take another awwwwwwww break.
- 47. TACTIC 11 Use Commenting Tools that Use Commenting Tools that Authenticate with Social Accounts Authenticate with Social Accounts
- 48. TACTIC 16 Publish Photos Under a Publish Photos Under a Creative Commons License Creative Commons License
- 49. TACTIC 103 Boost Your SEO Boost Your SEO Rankings with Rankings with Google+ Google+
- 50. TACTIC 104 Sign up for Nonprofit Sign up for Nonprofit Programs Programs
- 53. TACTIC 21 Connect with the Top Connect with the Top Tweeters in Your Area Tweeters in Your Area
- 54. TACTIC 26 Start, Join, & Organize Start, Join, & Organize Conversations with Hashtags Conversations with Hashtags
- 55. TACTIC 33 Use Social Plug- Use Social Plug- ins on Your Site ins on Your Site
- 56. TACTIC 37 Integrate Supporter Integrate Supporter Photos with Other Photos with Other Channels Channels
- 57. TACTIC 43 Livestream Livestream Key Events Key Events
- 58. TACTIC 105 Integrating & Integrating & Organizing Social Organizing Social Communications with Communications with an Editorial Calendar an Editorial Calendar
- 59. TACTIC 106 Optimizing Communication Optimizing Communication Style & Content for Each Style & Content for Each Social Channel Social Channel
- 62. TACTIC 47 Encourage Encourage Action on Action on Facebook with Facebook with a Custom App a Custom App
- 63. TACTIC 49 Launch a Like Launch a Like Campaign Campaign
- 64. TACTIC 54 Empower Empower Supporters to Supporters to Take Social Take Social Action Action
- 65. TACTIC 57 Engage the Blogging Engage the Blogging Community Community
- 66. TACTIC 60 Organize a Tweetup Organize a Tweetup
- 67. TACTIC 69 Create a Flickr Create a Flickr Group to Group to Support Your Support Your Mission Mission
- 68. TACTIC 62 Add Mission-Related Add Mission-Related Tips on Foursquare Tips on Foursquare
- 71. TACTIC 77 Encourage Supporters Encourage Supporters to Make a Wish to Make a Wish
- 72. TACTIC 83 Use Video Annotations Use Video Annotations as Calls to Action as Calls to Action
- 73. TACTIC 86 Participate in Social Participate in Social Buying Platforms Buying Platforms
- 74. TACTIC 88 Ask Supporters to Ask Supporters to Pledge Social Actions Pledge Social Actions
- 75. TACTIC 102 Use Pinterest to Drive Use Pinterest to Drive Social Commerce Social Commerce
- 76. TACTIC 102 Share Your Pets That Are Share Your Pets That Are Available for Adoption Available for Adoption
- 77. TACTIC 110 Reach Specific Market Segments Reach Specific Market Segments with Social Advertising with Social Advertising
- 80. TACTIC 91 Analyze Analyze Facebook Facebook Activity with Activity with Insights Insights
- 81. TACTIC 93 Track Referrals from Track Referrals from Social Sites Social Sites
- 82. TACTIC 94 Measure New Visitors Measure New Visitors from Social Channels from Social Channels
- 83. TACTIC 99 Create a Social Media Create a Social Media Listening Dashboard Listening Dashboard
- 84. Listen Up! Monitor Facebok, Twitter, LinkedIn, blogs, forums, google, etc. Workshop at: slideshare.net/chadnorman
- 85. Use your ears, but open your mouth too! Reply – Retweet – Reach Out
- 86. Advertise on Facebook & Twitter www.facebook.com
- 87. Hijack the News Keep on your toes, and become the “2nd paragraph” of a breaking news story.
- 88. Measure It! Google Analytics Facebook Insights Flickr Pro Account YouTube Insights Search.twitter.com BackTweets.com Twitterholic.com Twinfluence.com Twitalyzer.com Twittercounter.com Photo via pinksherbet: http://www.flickr.com/photos/pinksherbet/3206805049/
- 89. What’s Next?
- 90. ? QUESTIONS
- 92. Thank You! Let’s keep the conversation going: @chadnorman www.slideshare.net/chadnorman chad.norman@sparcedge.com