Facilitating Sertoma's Second Century of Service with the use of social media, as presented by Paul Weber and Laura Lake at the 2012 Convention. videos in the presentation are embedded after the actual video slide.
http://www.smallbusinessmiracles.com
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
Social Media Presentation as Seen at 2012 Convention
1. SOCIAL MEDIA
FACILITATING SERTOMA’S
SECOND CENTURY OF SERVICE
Presented by EAG Advertising & Marketing for the 2012 Convention
April 28 / Kansas City, Missouri
9. SOCIAL MEDIA 101
(or should we say, Social Media 1-Billion?)
2.4 Billion: Social Networking Accounts Worldwide
800+ Million: Facebook users (recently reached)
225 Million: Twitter users
70 Million: Wordpress Blogs
1 Trillion: YouTube Video Playbacks
100 Million: Linkedin users
14 Million: Instagram Accounts Created
We Hit A Billion!
10. ARE NUMBERS ALONE IMPORTANT?
Not necessarily,
but it’s reason for pause and consideration.
Can Social Media enhance your mission, increase
membership and enhance your fundraising?
Absolutely!
11. SOCIAL MEDIA:
WHAT WE HOPE TO ACCOMPLISH TODAY
• Introduce three new popular social media tools
and review the tried and true.
• Ask you to open your minds about possible uses
for your club.
• Show you new ideas and better ways.
• Leave you with best-practices.
• Challenge you to take it to the next level.
12. THE SOCIAL MEDIA REVOLUTION:
DON’T TAKE OUR WORD FOR IT…
Video can be found here:
http://www.youtube.com/watch?v=x0EnhXn5boM
13. OVERWHELMED? LET’S BREAK IT DOWN.
Where does social media fit
within your club’s communications plans?
14. SOCIAL MEDIA DOES NOT CHANGE
YOUR COMMUNICATION OBJECTIVES
• Promote the good work of Sertoma
• Educate the public on hearing
health
• Communicate with your
constituents
• Drive new members
• Solicit donations and gifts
• Enhance your Service to Mankind
– And according to the numbers,
Mankind is online.
15. SOCIAL MEDIA CHANGES WHO IS DOING
THE TALKING
• Trust in advertising has eroded
• Old school – organizations &
companies doing the talking
• New school – everyone is talking
about you
• Good, bad and otherwise
• To achieve your communications
objectives you must be part of
the dialogue
16. SOCIAL MEDIA CREATES A PLACE TO ENGAGE AND
INSPIRE OTHERS TO TAKE ACTION…
• Epic Change used Twitter to raise over $11,000 in just 48 hours
to help build a classroom in Tanzania.
• Charity: Water raised over $250,000 from 10,000 new donors
through the groundbreaking Twestival event. They are also
one of the few organizations that have raised over $100,000
via their Facebook Cause Page.
• The American Red Cross established a mobile giving
program within hours of the January 12 earthquake in Haiti
and raised an astounding $32 million dollars.
17. SOCIAL MEDIA CAN TAKE AN OLD STORY
AND FRESHEN IT UP
Remember the Old Spice guy?
Video can be found here: http://www.youtube.com/watch?v=owGykVbfgUE
18. AND REACH A NEW AUDIENCE…
Video can be found here: http://www.youtube.com/watch?v=zkd5dJIVjgM
19. SOCIAL MEDIA CAN TAKE AN OLD STORY
AND FRESHEN IT UP
• Original Old Spice video
launched in February
2010
– 19 Million Viewers
• Sesame Street spoof
video launched in
October 2010
– 9 Million Viewers
20. SOCIAL WORKS FOR SESAME STREET…
Formula: Education + Fun x Silly2
• 41 year old organization
• Over 600k Twitter followers
• Over 200k YouTube subscribers
• 495,000 Facebook fans
21. WHAT CAN WE LEARN FROM SESAME STREET?
• Devoted fans of forty years
• Great, high quality content both
online and offline
• A diverse and evolving
audience
• Embracing new technology and
growing with their followers
The secret: Taking past assets,
knowledge and passion and
bringing it to a new age.
What works for them, can work for
Sertoma!
22. LET’S LOOK AT THE COMPONENTS OF GOOD
COMMUNICATIONS
(through all channels) with your members, constituents, community
• Communicate frequently
• Let them find more information if
they want
• Give recipients choice: online,
offline, paper newsletters, etc
• Be honest, engaging, visual,
compelling, inclusive & interactive
23. NOW, THE COMPONENTS OF GOOD
SOCIAL MEDIA COMMUNICATIONS
• Communicate frequently
• Let them find more information if
they want
• Give recipients choice
• Be honest, engaging, visual,
compelling, inclusive & interactive
– Yes, it’s exactly the same as it always
was
– It’s just at a faster pace with more
people involved
24. GET PAST THE NOISE
Social Media networks can be
noisy. Know how to improve
your signal-to-noise ratio.
2.Be remarkable to the
community – boring is not
allowed
3.Timing – Know when your
followers are online
4.Keep your signal on message
and relevant
25. WE KNOW THE BASICS…
• Start with your website –
content is king, without
content there is not much to
share.
• Facebook, Twitter, LinkedIn
work.
• Build community. Ask people
to get involved, join or
donate.
26. WHERE YOU WERE TWO YEARS AGO..
From 6 followers to over 1600!
29. SOCIAL MEDIA ETIQUETTE:
FOR YOUR CLUB
• Respect all contributors and
voices
• Don’t control, manipulate or
censor (with exceptions)
• Be honest, open and sincere
• Don’t oversell, just tell and
show the good work you do
30. STATE OF SOCIAL MEDIA 2012
• Social media networking is the
#1 online activity today.
• 84% of survey participants
stated their organization is using
some form of social media.
• 73% of the respondents said
social media is “Very” or
“Somewhat Important” to their
organization’s overall mission
and strategy.
34. MEASURING SOCIAL MEDIA SUCCESS
How do organizations measure social media
success?
Tip: While counting is a good way to get started, ultimately it is
how you engage and transition loose social connections into
supporters or donors that counts.
36. NEW SOCIAL MEDIA NETWORKS LAUNCH
EVERY DAY
In 2010 it was reported there were an
estimated 4000 social media networks.
Where do you put your time and energy?
•Focus on the top five platforms that have
been identified.
Facebook Twitter, YouTube, LinkedIn, and
Google.
•If there is time left and you want to take
social media to the next level – experiment
with Pinterest and Instagram.
37. USE MULTIMEDIA SHARING SITES TO TELL
THE STORY
• Increase the reach of your organization by using
multimedia to tell stories.
• Posting stories enables others to share, tag and
talk about the organization online.
38. HOW ONE CITY TOLD THEIR STORY
Newsweek picked up a story written
on Mainstreet.com titled the Top 10
Dying Cities and one of those cities
listed was Grand Rapids, Michigan.
39. RESIDENTS TOOK TO THE STREET TO TELL
THEIR STORY
They wanted people to know that their town was flourishing.
Roger Ebert called it the “greatest music video ever made.”
Video can be found here: http://www.youtube.com/watch?v=ZPjjZCO67WI
40. THE RESULTS…
• Video went viral reaching 4.2 million views.
• Made it to the top 10 most viewed video list on
5/28/2011.
• Received huge coverage across traditional media
outlets and blogs, greatly increasing their message
and reach.
• Media impressions roughly estimated at 15 million.
Estimated Average CPM of $20, they received $300,000 in
media coverage from their $40,000 investment.
41. WHAT CAN WE LEARN FROM THIS?
• Reach and exposure in social media can be
achieved with much less investment than
traditional media or internet display ads.
• Creative and entertaining executions are in
demand by consumers and will be rewarded by
being shared within the social sphere.
• Community outreach can be powerful; there are
masses of proud citizens who are willing to
contribute for a town, organization, or an industry.
42. TAKING SOCIAL TO THE NEXT LEVEL
• We’re just at the beginning of seeing how social
media is impacting how non-profits engage with
their supporters and do their work.
• As more and more non-profits adopt social media
and their practice improves over time, we will no
doubt continue see a transformation of the
non-profit sector.
44. WHAT IS GOOGLE +
• Google+ is a social network created by Google.
• Google+ offers nonprofit organizations many features that
won’t find in Facebook and Twitter including.
• Google+ is the fastest growing social network with over
90+ million users.
45. 4 WAYS NONPROFITS CAN USE GOOGLE+
•Host Hangouts – (Google+’s video conferencing feature)
Hosting a hangout with a key player in the organization or a
celebrity will not only create excitement, but your supporters will
love the individual attention.
46. 4 WAYS NONPROFITS CAN USE GOOGLE+
1. Cater to Circles
Think of circles like buckets - they are a great way to target
key messengers, rather than bombard non-interested
parties. Try organizing circles unique interests,
geographical location or even donation history.
47. 4 WAYS NONPROFITS CAN USE GOOGLE+
• Huddle or Hangout with Coworkers
Huddle is like a project management tool, that you can access via
your smartphone. Think of it as easy conferencing. It connects
groups of people via text-based chat. Have a brilliant idea to
share? You can share updates with a group by name, email
address or circle using the group texting feature of Google+’s
iPhone app. Your huddle history is stored in the app, making it easy
to connect with your team.
48. 4 WAYS NONPROFITS CAN USE GOOGLE+
• Unite Volunteers in Huddle
Picture this, you are putting on an event. You need to streamline
communication.
Add the names of everyone who has signed up to a “circle” and let
the messaging begin.
Think EASE and SPEED!
49. PINTEREST
What is Pinterest?
Think of Pinterest like an online scrapbook.
Demographic? 25-44 Year old women –
But GROWING!
Why Use it? Pinterest generates traffic to
your website because pins link back to their
original source.
11.7 million unique monthly U.S. visitors
50. PINTEREST
How Can You Use It?
Create Pinboards with a specific purpose in mind. All you need
are photos and videos. Think campaigns, events, highlighting
volunteers or donors.
Pin images that capture the lifestyle and essence of your
organization while building a community of potential donors
and volunteers who share the same interests.
Nonprofits and cause-related organizations can be easily
shared if their story can easily be told through images. It’s
about the stories behind the organization and Pinterest
makes sharing those stories through images easy.
52. INSTAGRAM
Instagram is a free photo sharing program launched in October 2010 that
allows users to take a photo, apply a digital filter to it, and then share it
on a variety of social networking services, including Instagram's own.
Over 14 million users!
Over 150 million photos have been uploaded in total, on average 15 per
second.
53. WHY USE INSTAGRAM?
• Brand Identity - Share what is visually happening behind the
organizations walls and on the grounds of your operation.
• Connectivity - Fans, users, customers, supporters feel as
though they are connected on a personal level to the
non-profits that they follow.
• Awareness – Utilize Instagram to create awareness of your
platform by posting photos of ground operations, events,
contests, and office operations.
• Advertising - Advertise by posting photos of new products,
campaigns, and exclusive contests that they want to create
excitement around.
55. TAKING SOCIAL MEDIA TO THE NEXT
LEVEL MEANS…
Think of it this way:
People come to social networks to connect with other people.
While each non-profit has a unique voice, it’s really all of you
— the individuals behind the logo and mission statement —
who are the heart and soul of your non-profit.
Be willing to share your stories and the
stories of those you help. Social media is
really about connecting!
56. THANK YOU FOR JOINING US TODAY
• Paul & Laura can answer specific questions after
the second break-out session.
• Enjoy Kansas City!
2120 Washington
Kansas City, Missouri 64108
816.842.0100
http://www.smallbusinessmiracles.com