2. R2INTEGRATED: WHO WE ARE
Who We Are
And how to talk about us…
@cchodnicki
@saminj58
#YAA2011
@R2integrated
Chris Chodnicki Samantha De Vita
Chief Technology Officer Director, Marketing
cchodnicki@r2integrated.com sdevita@r2integrated.com
410.327.0007 X1123 410.327.0007 X2132
@cchodnicki @saminj58
3. R2i AT-A-GLANCE: OVERVIEW
Full Service Social & Digital Marketing Firm
At-A-Glance:
Founded in 2007
90+ Full-Time Staff: Engineers, Designers, Social & Digital Marketing Analyst
Locations in: Baltimore (HQ) • Seattle • St. Louis • Washington, DC. • Boston
Specializing in:
Digital & Social Marketing
Website Creation
CMS, AMS & CRM Platforms
Technology Experience & Partnerships:
Clients Include:
4. R2INTEGRATED: WHAT WE DO
R2integrated: What We Do
A full service digital marketing and technology agency, that powers the integrated cross-
channel marketing of organizations with solutions designed to drive awareness and engage
customers, while remaining focused on capturing market share in a digitally networked world.
5. R2INTEGRATED: AGENDA
Agenda
• Challenges Facing Non-Profits & Associations
• Social Media & Why it Matters
• Understanding Social & Your Audience
• Social
• Aggregation & Community Building
• Social Done Well
• R2iSMASH™: Social Aggregation Put to Work
• Social Media: Breaking it Down
• 4 Ways to Use Effectively Use Social Media
• The Importance of Social Analytics
• Social Bridging & Score Cards
• Long-Term Success in the Social Landscape
• Key Takeaways
11. R2INTEGRATED: COMMUNITY BUILDING
Social Aggregation & Community Building
The Importance of Year Long Community Building
Membership
Dues Fundraising
Donors Sponsors
27. R2INTEGRATED: 4 WAYS TO USE SOCIAL MEDIA
4 Ways to Use Social Media
1. Use social media for market research & insights:
Monitor the conversation to obtain a real time understanding of the perception &
sentiments around your campaigns & brand
2. Use social media to accelerate message distribution:
Architect content for social sharing so that it becomes a social object that carries
your mission & can be integrated across the social media environment
3. Use social media to create & build your own community:
Optimize your “owned” communities to deliver real value & build a presence that
encourages conversation and engagement
4. Use social media to reach an already existing community:
Build true relationships with community members, evangelists, steak holders, &
influencers
29. R2INTEGRATED: SOCIAL MEDIA
Social Media Marketing is NOT About One Silver Bullet
One hit wonder campaigns lead to short-lived pinnacles of engagement as
campaign resources are exhausted & brand advocates go un-nurtured.
Advocates
Investing in Loyalty &
only 1 big retention
campaign suffer with this
approach
Time
30. R2INTEGRATED: SOCIAL ANALYTICS
The Importance of Social Analytics
Are you just talking to yourself??
• A social audit allows you to see who is engaging with your community & who isn’t:
• Evangelists & stakeholders are promptly identified & rewarded
• Engagement process becomes more efficient & effective on owned & un-
owned properties
• Identify content that's working & where it’s successful:
• Create more compelling shareable content
• Reach & relevance are highly targeted
• Community engagement be comes organic on both sides:
• Community does the work for you
• Brand engagement becomes more strategic
31. R2INTEGRATED: SOCIAL BRIDGING
Programmatically Bridge People, Places & Content
Across “Owned & Un-owned” Channels
Execution plan
Insights and deployed across Test, learn,
recommendations channels (owned manage and
for activation and and un-owned) optimize
What are the engagement
access points,
content, platform
assets and
conversations
ID the people, where we can
places and engage?
content that can
be leveraged
41. R2INTEGRATED: 3 KEY TAKEAWAYS
3 Key Takeaways
1. Get your house in order: Do an audit & make sure you’ve got the basics covered
2. Publish audience-centered content that is valuable, sharable & supports your
mission
1. Engage members & build relationships with influencers & brand advocates
throughout the year
42. Contacting R2integrated
www.r2integrated.com
Chris Chodnicki Samantha De Vita
Chief Technology Officer Director, Marketing
cchodnicki@r2integrated.com sdevita@r2integrated.com
410.327.0007 X1123 410.327.0007 X2132
@cchodnicki @saminj58
Notas do Editor
The major players are highlighted within the top 5.
Stronger loyalty develops with evangelists & stakeholdersBrand-evangelists become an organic extension of your outreach Cultivating relationships throughout the year makes asking for donations & dues a much more fluid & welcome process Maintenance of recurring sponsorships becomes less time-intensive
American Red Cross does a great job of organizing information pertinent to driving their mission easily accessible to the fan. AwarenessDonation/Fundraising Local ChaptersPhotosUpcoming Events
Komen for the CureSolid Calls-to-ActionSupportFundraisingNewsletter Sign-up/Building Qualified Database of “Wanted” Subscribers
Komen for the CureSolid Calls-to-ActionSupportFundraisingNewsletter Sign-up/Building Qualified Database of “Wanted” Subscribers
Great front door page hereSolid Engagement Strategy/PledgeEngagementSupport/FundraisingBlogShare Your StoryQuestionsSpread the Mission This can easily be achieved by using online tools to build custom designs on Facebook.
Great front door page hereSolid Engagement Strategy/PledgeEngagementSupport/FundraisingBlogShare Your StoryQuestionsSpread the Mission This can easily be achieved by using online tools to build custom designs on Facebook.
Leukemia and Lymphoma Society SMASH – Light the Night
Leukemia & Lymphoma Society SMASH – Team in Training
Ulman Cancer Fund for Young Adults SMASH
Livestrong Young Adult Alliance SMASH
Charlene Li
Explain a social audit Patterns in community behavior & presence become more predictable
Score cards measure pre-defined KPIs & goals
Radian6 is our preferred social media monitoring tool, however there is a fee associated with using Radian6 beyond the 7 day free trial period. Radian6 monitors social mentions across multiple channels including blogs, Twitter, Facebook, etc and enables segmentation by location, media type, date, and more. CoTweet is a great paid tool for measuring Twitter metrics specifically. CoTweet measures: followers; following; lists; impressions; retweets; Klout influence score; inbound messages (@replies, direct mentions, and mentions); outbound messages (messages, replies, direct messages, retweets); tagged messages; response rate; and response time. CoTweet can also track some Facebook metrics. CoTweet would be my recommended Twitter specific analytics package if you are willing to pay a fee. There are also some free tools you can start using:- Klout: measure influence according to Reach, Amplification, and Network- Tweetreach: measures impressions and hashtag impressions (there is also a paid version of Tweetreach which offers similar metrics as CoTweet)- Twitalyzer: measures an influencer score
Additional note on blogs: Out this morning, Tumblr is growing at 40 posts a day and 72 million visitors per month. Doubling as a twitterblog,- integrating Facebook and Twitter feeds & fully integrated with Google Analytics. Benefits- photo-blog posts get re-tweets and shares. Main uaidnece- teenage females. Opens the community up to talk about things that are important to them.
Example from Livestrong Blog- bloggers are sharing intimate stories, and engaging with each other based off the event listing. Additional note on blogs: Out this morning, Tumblr is growing at 40 posts a day and 72 million visitors per month. Doubling as a twitterblog,- integrating Facebook and Twitter feeds & fully integrated with Google Analytics. Benefits- photo-blog posts get re-tweets and shares. Main uaidnece- teenage females. Opens the community up to talk about things that are important to them.
Engaging Your Community by asking for participation is key- Crowdsourcing: Your Virtual Water cooler Questions/Asks/ Recommendations /Contents Illustrate Buzz of Bio- selecting winner
Example from Livestrong Facebook page- followers are sharing intimate stories, and engaging with each other. Livestrong community manager only needs to be involved with direct questions to the brand.
You don’t have to be a large organization to get viral. In 2011, The Case Foundation will give out $10,000 grants to the video winners in four categories: Best Small Org Video, Best Medium Org Video, Best Large Org Video, and the newcomer — Best Thrifty Video. Winners will be featured on YouTube’s homepage (what YouTube calls “the nonprofit equivalent of an ad in the Super Bowl”), given Flip cameras and registered for the 2011 NTC.