Putting Social Media to Work
For Non-Profit Organizations Gary Moneysmith Interactive Strategy Director gary@cpvinc.com @garymoneysmith

Putting Social Media to Work
For Non-Profit Organizations 1. Overview 2. By the Numbers 3. 5 Ways Social Media Overlays Nicely With Non-Profit Organizations 4. State of the Union 5. Planning Your Social Media System 6. Quick Tips: 3 Ways to Use...

What is Social Media? Social
media is an umbrella term for digital tools that let you share information and network with others.

Social Media Can Help With...
Research Crisis Communications Customer Service Sales/Donations Brand Awareness/Affinity PR Traffic Building Networking Recruiting Volunteer Support Relationship Building Special Offers Promotions Education Fun ...if you don’t do these things, you don’t need social media.

The Big (Dirty) Secret It’s
not about tools & technology. It’s about conversations.

Finished setting up your blog,
Facebook group and Twitter account? Congrats! You’re 1% done. Now let’s get to work

By the Numbers... Facebook •
Founded in 2004 as “The Facebook” • 200+ million accounts • 122 million visitors/day • 57% female • Fastest-growing demo is over 55, which expanded 25% in July ‘09 alone Sources: Compete.com; “2009 Social Network Analysis Report” http://www.facebook.com/press/info.php?statistics

http://www.insidefacebook.com/2009/08/04/women-flocking-to-facebook-femalemale-ratio-hits-new-high/

By the Numbers... Facebook If
Facebook were a country, it would be the 5th most populated - just ahead of Brazil. Sources: Facebook.com Press Room > Statistics

By the Numbers... Twitter •
Approximately 23 million accounts • Over 3 million “tweets” per day • Grew 1,551% between June 2008 and June 2009 Source: Compete.com data for June 2009.

By the Numbers... Twitter Today,
54% of Fortune 100 companies ! are on Twitter for: 1. News updates (94%) 2. Customer service (67%) 3. Marketing and promotions (57%) 4. Employee recruitment (11%) Source: “Twitter is top social media platform at Fortune 100 companies,” Mashable, Aug. 3, 2009

By the Numbers... YouTube 13
HOURS • Amount of video uploaded every minute 100,000,000 • Number of YouTube videos viewed/day 65,000+ • Number of videos uploaded/day Sources: Wikipedia.com

By the Numbers... Mobile Access
65 million+ active users currently access Facebook through mobile devices Mobile device users are almost 50% more active than non-mobile users 180+ mobile operators in 60 countries working to deploy & promote Facebook mobile products http://www.facebook.com/press/info.php?statistics

By the Numbers... Millenials •
Age 14 - 24 • By 2010, Millenials will outnumber Boomers • Spend 16+ hrs/week online • 96% have joined social networks • 30+ text messages sent/day • They REALLY care what their friends think

How Do You Feel?

Or maybe like this guy?
It’s not scary. It’s actually pretty fun!

The State of the Union
“The word blog is irrelevant. What's important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.” Seth Godin Marketing Guru/Author

The State of the Union
Customer Expectations 93% of social media users believe a company should have a presence in social media 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. Cone, business in social media study, september 2008

The State of the Union
Power & Influence 90% of people believe that personal recommendations are a trustworthy source of information 67% of respondents consider personal recommendations as an important source of information when researching/considering a product or service 42% of online consumers have changed their mind about a brand they were going to buy after reading reviews AOL and Henley Centre (2007)

The State of the Union
Communications Shift “Marketers don't understand channels where you have to talk and listen at the same time. The marketing industry's idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.” Josh Bernoff June 30, 2009 Co-Author of “Groundswell”

The State of the Union
Communications Shift “We want to talk to you,” they say. “But we don't want to hear back from you. Unless you want to place an order, and if so click here.” Josh Bernoff June 30, 2009 Co-Author of “Groundswell”

The State of the Union
Where does Social Media Live? Marketing Customer Technology Service

The State of the Union
Old Wine in New Barrels... “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” “...want to make people laugh at you...talk incessantly about yourself.” Originally published in 1936 15 million copies sold globally

5 Ways Social Media Overlays
Nicely With Non-Profit Organizations • Authentic - Not Corporate • Open to Frequent, Informal Updates • Word-of-Mouth Based • Low Expense (Relatively) • Humanizing

Authentic - Not Corporate Expectations
for authenticity and heart felt communications; speak in an approachable, conversation style & people will feel it. “Hey did you guys read that latest press release? Normal people don’t do this.

Open to Frequent, Informal Updates
Social media sites, especially Facebook and Twitter, allow you to share frequent conversational updates to your friends and followers quickly and easily. Keep them short & sweet so you don’t over do it.

Open to Frequent, Informal Updates

Word-of-Mouth Based Ready access to
friends-of-friends via social networks Remember the Faberge Organic TV Commercial? 1970’s “...the girl tried the shampoo told two friends, who in turn told to more friends the next day and they also told two friends...” Now “...she told 576 people on Facebook and 897 followers on Twitter; she got 45 re-tweets and 62 replies...”

Word-of-Mouth Based, Cont. Repositions the
Ask When you’re asked for donations, support or to volunteer - how do you respond? Asked By A Stranger Asked By A Friend Empower your advocates!

Low Expense (Relatively) While most
social media tools are free of charge, the currency of social media is TIME. How much can you afford? The more you invest, the more you’ll reap. Ahem, good consultants help you plan the most efficient strategy -- saving you time (money) and possible pitfalls. Even Tiger Woods has a swing coach!

Humanizing Breathes credible life into
your organization’s personality, mission, vision & values.

Humanizing Breathes credible life into
your organization’s personality, mission, vision & values. No frills. Speaks from the heart.

Humanizing, Cont. “The heart has
reasons that reason does not understand.” Jacques Bénigne Bossuel. Why do you do what you do? (Don’t tell me it’s the big bucks). What can you share to inspire me to help you?

Social Media Planning Where to
start?

Social Media Planning 1 -
Investigation Develop a Strategic Plan starting with an audit/analysis that includes: • Clearly stated business objectives/goals and how social media metrics tie into them. Answer the question “How will we measure success?” • List of key blogs, social networks, etc. ranked on importance • Identification of key leaders and influencers - individuals or groups • Highlighted best practices by competitors • Keyword/SEO analysis • Final Product: A strategic implementation plan detailing specific social media tactics and supporting cross channel support

Social Media Planning 2 -
Participation Begin participation in select online communities, networks and blogs; monitor key influencer Twitter messages Goal is to be identified as a community member - not a TOURIST! • Add blog comments - People start to recognize you • Set up Twitter account; follow others - Monitor conversations • Set up Twitter keyword monitoring - Stay alert! • Give interviews to respected bloggers Learn about people & topics -- and how to engage!

Social Media Planning 3 -
Implementation Based on your research and field experience, what’s the best way to have the most valuable, meaningful interaction with people? •Blog •Facebook •Twitter •Podcasts/Vodcasts •Branded Community/Social Network (Ning) •Wiki •Blogger Online Media Outreach •Mobile Access •User Generated Content •Nothing, Everything or In-Between

Social Media Planning 4 -
Interaction Now that the branded tools are place, what should we say? To begin formulating an answer, think about the most meaningful business interactions that take place in “real” life. Image the perfect “virtual” professional seminar or trade show... •Networking •Finding information - or helping others... •Insider tips/buzz/predictions •Research/product development updates •End user feedback •Relationship building •Thought leadership •Increase brand awareness/affinity •So much more...

Social Media Planning 4B -
Editorial Workflow/Schedule Who’s responsible for what and how often? Develop an agreed-upon division of labor to manage your social media strategy possibly including... • Editorial content development • Replying to blog posts & user comments • Facebook fan/friend management & engagement • Twitter updates/replies • Blogger outreach & interface • Cross posting from on channel to others (some can be automated) • Monitoring • Measurement & refinement

Social Media Planning 5 -
Intelligence How do we make sense of this all? Establish reporting metrics and a committed group to review progress and report information to internal stakeholders. That is, make sure the right people get the right information at the right time. Make refinements over time. “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” Albert Einstein

Quick Tips 3 Ways To
Use For Non-profit Organizations

Quick Tips 3 Ways To
Use For Non-profit Organizations • Record candid “interview” conversations with people who exemplify your organization; could be employees, beneficiaries, supporters or other key stakeholders. • Video your organization at work; capture the nuts-and-bolts “behind-the-scenes” so people can better understand what you actually do and where their donations go. • Share your successes, no matter the size. People like to offer support to battles that can be won, so show the “payoff” of you work even if done modestly.

Quick Tips 3 Ways To
Use For Non-profit Organizations • Follow members of your organization’s “ecosystem” - key supporters/detractors, vendors, community groups, politicians, employees to stay appraised of any news and gossip. • Follow people you’d LIKE to know - other non-profit industry leaders, potential donors/sponsors, rising stars, etc. Exchange messages to begin a modest dialog/ relationship. • Establish an open line of communication with the press (traditional and new media) to increase your chances of quick, accurate reporting on news related to you.

Quick Tips 3 Ways To
Use For Non-profit Organizations • Add connections to your LinkedIn “professional Rolodex” including work associates, former co-workers/employees, vendors and partners; the more complete your network is, the more powerful it becomes. • Find relevant LinkedIn subject matter groups; ask questions or provide answers to provide de facto “exposure” to yourself and organization. • Don’t underestimate the power of weak links. Friends of friends are much more likely to help you than strangers.

Quick Tips 3 Ways To
Use For Non-profit Organizations • Blogs can be used as your online hub into which other social media tools are plugged; you control a blog website whereas you don’t “own” other properties (Twitter, Facebook, etc) • Post regular updates to establish your organizations voice & personality. Invite comments and feedback to encourage conversation. • Blog posts/pages will get indexed by search engines thereby helping your presence and ranking in search engine results -- AKA, expanding your digital footprint.

Quick Tips 3 Ways To
Use For Non-profit Organizations • Create a fan page or group and add “friends.” Friends follow friends -- birds of a feather flock together; leverage the exposure of this viral nature. • Post frequent updates on relevant happenings with your organization; great way to politely remind your fans of the great work you’re doing/accomplishing. Increases your brand awareness and affinity. • Upload photos -- people LOVE photos, especially when their own faces are in them. Offer snapshots from recent events, outings, fundraisers, etc. Let people literally SEE themselves as a part of your organization. Increases brand loyalty and support.

Questions? Gary Moneysmith Interactive Strategy
Director gary@cpvinc.com @garymoneysmith