Deepa will go 1stNancy will go 2ndAnd then we will go down the panel…Mark, Jennifer, Melissa, Donna
Deepa will cover
Nancy will cover
Difference between P2P & Traditional giving is the org’s relationship to the donor
Nancy will turn it over to Donna…
While the trend of social media is not new, the level of sophistication is evolving and we’re seeing new trends in how the most successful organizations are using social media. This is now the 4th year where I’m speaking on social media at BBCon, but I can tell you it’s all new material we’ll talk about today in terms of techniques and measurement of social media. If I look back to 2009, we had a level of enthusiasm for social media that reminded me of the early internet days when a website and “give now” button was all the rage, but without the strategies we’ve seen evolve over the last dozen years. I know none of us can walk into an ed’s office and pitch a social media project on the merits of how fast FB is growing. Those days are over.Today I see 3 social media strategies being used by peer to peer programs.
Broadcast – get the word out. Social media is being used by organizations to easily get their message to as many people as possible. I see this being used by almost all peer to peer programs today with varying levels of strategy in messaging and targeting.
Utilize – use social media data to understand who are your strongest voices out there, interests, topics of discussion, integrating into data analysis, and appending data as we would for email append. I see just a few organizations starting to do this today. The techniques, tools, and benchmarks are still evolving.
Empower – put social media tools into the hands of your supporters. Peer to peer fundraising is leading the way here across other non-profit fundraising and engagement programs. Among the leading fundraising programs on the Run Walk Ride top 30 list, most all of them provide tools and tips for their participants to use social media for successful fundraising.
How many of you have heard of Nike, are a fan of them on FB, or have seen a post from a friend about their running w Nike+. While this isn’t social media in action w FB, it’s one of the clearest demonstrations of all 3 levels of social media that we can all learn from.They have a FB page, they keep it up to date with regular updates on sports, fitness, and their products. And, 8.5 million people Like them. Everytime they put out a message, 8.5 million people can receive the broadcast.
Now let’s take a look at the Nike+ page. The social media interactions are not only being utilized by Nike, but they can be used by me.
The social media data is utilized through open graph to show me which of my friends are part of the Nike+ community.
Now let’s move to my Friend Brenda’s timeline.
Everytime she goes for a run, I can see her update. Nike uses social media to empower Brenda to share her progress. Comments will come in from friends to encourage her and keep her motivated to continue running.
Whether we’re talking about social media, design, call programs, at the end of the day for peer to peer fundraising it comes down to these goals. Raise more money and engage and retain more participants. Social media and the 3 strategies can help you reach these goals.
Broadcast – one of the keys to our programs is to tell as many people as possible about the program, keep a steady update of new content and fresh communicationUtilizeEmpower
Like so many digital initiatives, social media can become overwhelming in the options, amount of data, segments, etc. It’s really important to make sure you look at the areas for the richest data where you can see synergies.
Social media has it’s own vernacular. While it’s the same asks we’ve been looking for, it’s with a slightly different ask to speak to participants and donors in the way they talk about social media.Share-this is the same as us asking someone to forward an email. We can also get the impact with a like or comment. The goal on all of these is to share the messaging with more people.Promote – this is more than the share, we’re now moving into an endorsement. By asking someone to respondCreate – here’s where it gets easier for all of us. If I can encourage supporters to post stories, integrate my story with theirs, it results in the most powerful messages with the least work from the organization.ExtendSuport – give a donation, volunteer
At the top of every page, Revlon Run / Walk has made it easy for everyone to share with friends.
GigyaAnimated – top link, share, facebook image
GigyaAnimated – top link, share, facebook image
For most of us, if I asked you for username and passwords for various sites, we couldn’t remember them. We’d have some guesses, try a few times, but may never remember. Now if I ask what’s your username and password for FB or other favorite social networks, we can remember those.The Gigya platform, which is free to all TR clients, makes it as easy as just remembering your favorite social network user name and pwd.Advantages already logged in and connected to their social network – Know their passwords for these so they don’t have to remember multiple passwords and get frustratedLogin is no longer limited to Facebok, but also now allows users to use their FB, Google+, LinkedIn, Twitter, and Yahoo logins
Revlon wanted to make sure they empower their participants to use social media to be successful fundraisers. We’re looking at the participant center here. Participants are prompted to share their progress in social networks and to use social media tools.
Social media page
Circle the logo and templated message (discuss branding and org control)Circle the name for personalizationCircle the personal message (This means a lot …) for personalizationCircle the top link and “Take Action” as ways to drive traffic
Circle the logo and templated message (discuss branding and org control)Circle the name for personalizationCircle the personal message (This means a lot …) for personalizationCircle the top link and “Take Action” as ways to drive traffic
Make sure to bring your site’s social integration across to the mobile experience.Charity D does that with our applications Event programs having been using these applications for the last 3 years. This past year we added a homepage menu button for broadcasting on social media. By adding this to the application, we’ve doubled the fundraising impact of the application. We track the impact of the application with source codes, and we’re able to see that half of the source codes from the social media shares.This is part of the trend we’re seeing that mobile = social.
To get 70 views or impressions on a post from an organization, I typically need 1000 followers. Because not everyone is listening when I broadcast, and the organization is only reaching out to the people they already have a relationship with.
To get 70 vies or impressions in BF, you only need 1 BF user. How can this be? It’s because your participants are talking to their friends, their friends are more likely to comment or like the post, leading to more of friends of friends seeing the post.
Donna turns it over to Melissa
Social commerce is the the use of social networks in the context of e-commerce transactions and is estimated to reach $30 billion in the US by 2016.
Based on trends, Facebook integration of fundraising functionality should be a focus for organizations.
Understanding that TeamRaiser transactional integration is still on the horizon, let’s talk about what we can do today to use social channels to influence event participation and donations.
Encouraging transactional sharing builds upon the fact that users are morelikely to conduct a transaction if it is referred to them by a trusted friend.
Take advantage of the social plug-ins that are available through the TeamRaiser product to integrate social sharing to promote and encourage fundraising.
Create shareable assets such as infographics that illustrate the impact of participating in an organization’s fundraising event.
Make it easy for participants to share photos and other branded assets by providing timeline covers and other digital images for sharing. Encouraging participants to share self-generated photos through contests is also a great way to encourage the circulation of organic content.
Because online users are 12 times more likely to share a video than photo and text posts combined, create shareable video content and develop a communications plan to initiate the sharing among your fan base.
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===== Updated 08.2012 =====Population, subscriber, penetration and wireless only data. Source: http://www.ctia.org/consumer_info/index.cfm/AID/10323Wireless subscribers NOW exceeds the US Census Population. MORE than ALL of us really.Wireless only households are up to 31% from 26% just last year. (5%!) 1/3 of Americans DO NOT HAVE A HOMEPHONE!104% percentage – US wireless derived from cell connected devices – ipad, kindle, cell phone, etc.more americans are carrying more devices but are still connected to celluar subscription. Tablet and desktop, how should we handle that? “Wireless devices connecting to cellular networks in the United States”===== Original =====Baseline – mobile is everywhere.307M people in the US303 M wireless subscribers96% penetration – we are all wireless.Only 77% of US households have a car.In this room, about ____ have “cut the cord”Nationally, a quarter of the country is only wireless.But we’ve replaced the cord with a tether… our phones are rarely more than 4 feet away from us.
===== Updated 08.2012 =====Smartphone ownership in traditionally underserved demographics is higher than average.A strong mobile strategy will help us leverage this technology to reach those people.New chart highlighting smartphone use across demographics + changes with the year.Source: Pew: http://www.pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx
===== Updated 08.2012 =====New chart highlighting smartphone use across demographics + changes with the year.Source: Pew: http://www.pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx
===== Updated 08.2012 =====- In addition to new projects in development, we’re also planning future phases of launched sites/apps and long term support for our properties which are complex and layered.
===== Updated 08.2012=====Checked off mobile friendly donor form.Added PayPal type services and some other vendor-ish names.
===== Updated 08.2012 =====Added latest mobile traffic percentage. 20% as of Aug. 2012.Add a new screencap and topline visits.We may want to use a different screencap from GA. This one may raise more questions b/c of the double dip from reporting errors.
===== Updated 08.2012 =====New slideMobile users consume content differently than desktop users and different content.This supports our proxy solution which mobilized ALL of cancer.org not just a subset of content.Note the increased prominence of testicular cancer information.Note that the homepage is NOT the primary entry page for most users … indicates a strong search behavior for mobile users
===== Updated 08.2012 =====New slide
===== Updated 08.2012 =====New slidePlans for both Relay and Strides apps
===== Updated 08.2012 =====New slide, Relay app screensEvent management toolsRelay app is a known winner. Summer 2012 updates expand on popular features.Geared at registered users with event and fundraising management tools.
Walk or run program. Guess what, not everybody is excited about showing up on the day you picked, in the place you picked for your activity. That doesn’t mean they’re not excited about raising money in other ways.
Alex’s Lemonade stand started as one person wanting to help cure cancer by selling lemonada
Some people like to play poker
Other people like to organize an activity with their close friends and family
That’s great, but if there’s just you, you can’t support all the ideas for individual events.
Broadcast – get the word out. Social media is being used by organizations to easily get their message to as many people as possible. I see this being used by almost all peer to peer programs today with varying levels of strategy in messaging and targeting.
Utilize – use social media data to understand who are your strongest voices out there, interests, topics of discussion, integrating into data analysis, and appending data as we would for email append. I see just a few organizations starting to do this today. The techniques, tools, and benchmarks are still evolving.