Using real-world case studies we'll look at why social networking is valuable for nonprofitslooking to build a brand online. From: Blackbaud's Social Media for Nonprofits Web Series- Building a Big Brand Using Social Networks November 3, 2009

1. Build a Big Brand Online Using Social Networks: Marketing and Communications Strategies Frank Barry(Blackbaud) Jeff Patrick (Common Knowledge)

2. Who’s Talking? Jeff Patrick President Common Knowledge @commonknow ^jp Frank Barry Managing Consultant Blackbaud @franswaa FB

3. House Keeping Webinar is 60 minutes long + 15 minutes questions You are muted Ask questions any time via the chat windowor use #blackbaud on Twitter and we’ll track it Slides and recording will be posted on our blog at http://www.netwitsthinktank.com after presentation FB

4. SOCIAL NETWORKING SURVEY Industry Survey of Nonprofit Use of Social Networking 4 JP

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7. June 2008 7 JP

8. June 2008 8 JP

9. COMMUNICATION CHANNELS Proliferation of Consumer Communication Channels 9 JP

10. Communication Channel Fragmentation 2008 1 Newspapers 2Magazines 3 Email 4 Broadcast TV 5 Radio 6 CD Player 7 Cable TV 8 Personal Computer 9 Satellite Television 10 Internet 11 Cell Phone 12 DVD Player 13 Satellite Radio 14 MP3 Player/iPod 15 Tivo/DVR 16 Slingbox 17 Blogs 18 Online Video 19 Mobile Internet 20 Console Video Games 21 Mobile Games 22 Text Messaging 23 Mobile Video 24 Download Movies 25 Podcasts 26 Instant Messaging 27 Social Networks 28 Twitter Source: Piper Jaffray & Co, The User Revolution, The Advertising Ecosystem and the rise of the Internet as Mass Medium, Feb 2007 1988 1 Newspapers 2 Magazines 3 Cable TV 4 Broadcast TV 5 Radio 6 Cassette Tapes 7 Walkman 8 VCR 9 Personal Computer 10 Console Video Game 11 PC Video Game 1968 1 Newspapers 2 Broadcast TV 3 Magazines 4 Broadcast Radio 5 Eight Track 5 11 28 10 JP

11. Q: Given the proliferation of the consumer communication channels, what is the right media mix for your organization? A: What are media channel choices? November 09 11 JP

12. BLOGS Traditional Media is Changing 12 JP

13. What is Your Communication Strategy? What is earned social media? How do you pitch social media “journalists”? Where are the big outlets for social media in your sector? November 09 13 JP

14. Traditional PR Meets Social Media 14 JP

15. New Media – Blog-based News November 09 15 JP

16. Huffington Post 1.9 million unique visitors per month November 09 16 JP

17. Who’s Visiting Blogs? November 09 17 JP

18. BLOGS Targeted Communications Strategy Case Study 18 JP

19. Carl Pope: Taking the Initiative Political Insights from the Executive Director 19 JP

20. The Green Life Ideas for living well and doing good from Sierra magazine. 20 JP

21. Hey Mr. Green Sierra magazine’s answer guy answers your green living questions. 21 JP

22. The Insider The inside scoop on environmental news, action alerts, outings and more. 22 JP

23. Best Practices for Successful Blogging 23 Success is driven by main 5 factors: Tone or Personality Frequency of Posts Consistency of Posts Content and topics Participation/Relationships in the Conversation/Blogosphere JP

24. ONLINE ECOSYSTEM Communications and Marketing Strategy 24 FB

25. External Networks Campaign Facebook Corp Partners YouTube House Community Organization Website Blogosphere Internal Networks 25 Online Ecosystem: Where do you want to be? FB

26. 2 Examples Media Mix 26 JP

27. MySpace Online Ecosystem Facebook Twitter EQCA.org Blog YouTube June 2008 JP

28. Online Ecosystem at Equality California 28 JP

29. Online Ecosystem: LIVESTRONG Facebook Twitter YouTube Website Flickr Blog Events FB

30. Channel Selection You need a plan You will have to make choices! Experimentation is cheap Scale & ROI require real budget Targeted use of each channel is a must Metrics are key for optimization November 09 30 JP

31. MICROBLOGGING What is it? 31 FB

32. 32 Twitter FB

33. Lance Armstrong 33 FB

34. Who’s Talking About LIVESTRONG on Twitter? November 09 34 FB

35. Twitter Best Practices Stop It’s not just another megaphone to yell at people with 101 Answer the question “Why am I on Twitter?” Think about how Twitter fits into your overall online/offline strategy Identify staff participants and your audience Find people to follow Know your tone, identity, language, interests, relationship Humanize Fill out your entire profile Use a human picture and speak in a human voice Be a person and an organization Present the personal angle to org. issues Sincerity, transparency, and democracy Participate Listen Engage regularly Be ready to learn from your followers Retweet, respond, ask, and follow 35 FB

36. SOCIAL MEDIA MONITORING Free Tools for Monitoring Your Social Media Presence 36 FB

37. Why Use Social Media Monitoring Tools? Customer support, Relationship/Community building Sentiment Volume Trending Source Identification & Prioritization Comparison to other entities Keyword/phrase research Communications and marketing strategy Budget allocation November 09 37 FB

38. http://technorati.com/search November 09 38 FB

39. http://blogsearch.google.com FB

40. http://www.boardtracker.com November 09 40 FB

41. http://www.backtype.com FB

42. http://www.twitrratr.com also http://search.twitter.com November 09 42 FB

43. http://www.facebook.com/lexicon November 09 43 FB

44. http://www.socialmention.com FB

45. http://www.howsociable.com FB

46. Listening Dashboard

47. 3rd Part Apps

48. Five Best Practices for Social Media Monitoring Define objectives Trending is more important than static metrics Detailed validation of results is crucial Use in conjunction with other tools for best accuracy Make analysis actionable (relate to objectives) November 09 48 FB

49. MARKETING Facebook 49 FB

51. Org/Event branded

52. Fundraising focused

53. Personalized giving results

54. Personalized donation link

55. Progress meter

56. Wall and news feed updates … !!FB

57. Facebook Event FriendRaising (Leveraging Networks) FB

58. How big this gets… November 09 52 FB

59. Here’s some #’s that will blow your mind Assume 1,000 people put a badge on their profile Each person has ~130 friends That’s 130,000 people that could get exposed to the badge Assume 1/10 of those 130,000 people in turn simply post a message to their status line: 12,000 x 130 = 1.5 M people + 130 K = ~1.65 M! More than 1.6 million people will get exposed to your event! November 09 53 FB

60. HOUSE SOCIAL NETWORKS Communications & Marketing 54 JP

61. 55 Why About ‘House’ Social Networks? More Control of Community Features Full Access to Data Better Community Management Tools Streamlined Design & Development Integrate Content, Service & Social Networking Integrate Fundraising JP

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64. 58 JP

65. Market House Network via Facebook/MySpace Badge Arthritis Foundation MySpace, Facebook & House Network Badge JP 59

66. Questions? Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/

67. The End … We appreciate your time! Frank Barry Managing Consultant Blackbaud 858.795.8947 www.blackbaud.com frank.barry@blackbaud.com @franswaa (http://twitter.com/franswaa) Jeff Patrick President & Founder Common Knowledge www.commonknow.com jpatrick@commonknow.com @commonknow (http://twitter.com/commonknow)