social media strategies for non-profits
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SOCIAL MEDIAFOR NON-PROFITS
Dayn Wilberding, Director of Digital Culture : Grady Britton
PRESENTED BY FIRST INDEPENDENT BANK
Thursday, June 17, 2010
Social Who?
Why Social Matters for Non-Profits
Guide to Social Strategy
Steal these ideas
CONTENTS UNDER PRESSURE
Thursday, June 17, 2010
Social Media Expert
THING 1 RE: SOCIAL MEDIA
I’m not.
Thursday, June 17, 2010
Social Media Expert
THING 1 RE: SOCIAL MEDIA
I’m not.
100,000 friendsovernight!
Thursday, June 17, 2010
It’s OK to feel overwhelmed.
THING 2 RE: SOCIAL MEDIA
I am.
Thursday, June 17, 2010
USERS
TIME
Life cycle of social networks
Thursday, June 17, 2010
I can has?
Thursday, June 17, 2010
Social Media The Means
Social Media Marketing(Social Influence)
The Method
Thursday, June 17, 2010
Social Who?
Why Social Matters for Non-Profits
Guide to Social Strategy
Steal these ideas
CONTENTS UNDER PRESSURE
Thursday, June 17, 2010
WEB 1.0
Thursday, June 17, 2010
WEB 2.0-ish
Thursday, June 17, 2010
WEB 3.14159
Thursday, June 17, 2010
JUST HOW BIG IS SOCIAL?
Thursday, June 17, 2010
BY THE NUMBERS
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some way
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
77PERCENT
have watched a
commercial on
YouTube
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?97%have searched for a brand online
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?97%have searched for a brand online
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
SOCIAL MEDIA IS MAINSTREAM
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Thursday, June 17, 2010
Thursday, June 17, 2010
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Thursday, June 17, 2010
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Thursday, June 17, 2010
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Thursday, June 17, 2010
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The playing field has been leveled.
Thursday, June 17, 2010
CONTENTS UNDER PRESSURE
Social Media Marketing
Why Social Matters for Non-Profits
Guide to Social Strategy
Steal these ideas
Thursday, June 17, 2010
GUIDE TO SOCIALSTRATEGYLURK : PLAN : PARTICIPATE : MEASURE
Thursday, June 17, 2010
LURKListen
Determine your social audience
Evaluate messaging options
GUIDE TOSOCIALSTRATEGY 1
Thursday, June 17, 2010
LURK:// Listen
Thursday, June 17, 2010
LURK:// Listen
Social Mention
Trendrr
Twitter Search
Google Blog Search
BlogScope
Omgili
Facebook Search
Backtype
Thursday, June 17, 2010
LURK:// Determine your social audience
?
Quantcast.com
Forrester Social Technographics Tool
Thursday, June 17, 2010
LURK:// Evaluate messaging options
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Thursday, June 17, 2010
Develop a voice
Find a champion
Have guidelines
Define goals
Editorial schedule
PLANGUIDE TOSOCIALSTRATEGY 2
Forget your expiration dates
Thursday, June 17, 2010
PLAN:// Develop a Social Media voice
Trust comes in the form of accessibility and openness.
Be a friend. Participate. That will be the bulk of your message.
Thursday, June 17, 2010
PLAN:// Find a champion
Personal interaction trumps stale brand messagingany day.
Thursday, June 17, 2010
PLAN:// Have guidelines
Set rules, but trust people.
Have a personality, please.
Thursday, June 17, 2010
PLAN:// Define goals
Awareness, share of voice
Retweets, shares, reach
Sentiment, qualitative
Sales, promo redemption
Think small.
Think relevant.
Thursday, June 17, 2010
PLAN:// Editorial Calendar
Thursday, June 17, 2010
Mon Tue Wed Thur Fri
✓ blog post✓ 4 tweets✓ bookmark 3 stories✓ share 2 stories on Facebook
✓ 6 tweets✓ bookmark 1 story✓ share 2 stories on Facebook
✓ 2 tweets✓ bookmark 3 story✓ share 1 video on Facebook
✓ blog post✓ 4 tweets✓ share 2 stories on Facebook
✓ fav 2 videos on YouTube✓ 10 tweets for Follow Friday✓ share 2 videos on
PLAN:// Editorial Calendar
Thursday, June 17, 2010
PLAN:// Forget your expiration dates
SMM is not a toe-dip science.
SMM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you.
Thursday, June 17, 2010
Add value & Answer questions
Respect the community
Profiles
Syndication tools
Tie into everything
PARTICIPATEGUIDE TOSOCIALSTRATEGY 3
Thursday, June 17, 2010
PARTICIPATE:// Profiles
Thursday, June 17, 2010
≠ ≠
PARTICIPATE:// Respect the existing community
followers fans connections
Thursday, June 17, 2010
del.icio.us
BRAND
.
..
PARTICIPATE:// Syndication tools
Thursday, June 17, 2010
PARTICIPATE:// Tie into everything
Thursday, June 17, 2010
Measurement tools
MEASUREGUIDE TOSOCIALSTRATEGY 4
Which metrics to watch
Thursday, June 17, 2010
MEASURE:// Measurement tools
Thursday, June 17, 2010
MEASURE:// Measurement tools
Thursday, June 17, 2010
MEASURE:// Measurement tools
Thursday, June 17, 2010
MEASURE:// Which metrics to watch
2009 traffic, pageviews, number of followers & fans
2010 reach, share of voice, sentiment
Thursday, June 17, 2010
MEASURE:// Which metrics to watch
posts, click-throughs, redemptionsdeals & specials
PURPOSE METRICS
conversations, answers, sentimentcustomer service
fans, followers, retweets, sharesawareness, leadership
Thursday, June 17, 2010
MEASURE:// Which metrics to watch
posts, click-throughs, redemptionsdeals & specials
PURPOSE METRICS
conversations, answers, sentimentcustomer service
fans, followers, retweets, sharesawareness, leadership
Thursday, June 17, 2010
CONTENTS UNDER PRESSURE
Social Media Marketing
Why Social Matters for Non-Profits
Guide to Social Strategy
Steal these ideas
Thursday, June 17, 2010
Thursday, June 17, 2010
Thursday, June 17, 2010
for #California
Oakland Museum of California (@oaklandmuseumca)
Contemporary Jewish Museum (@jewseum)
San Francisco Museum of Modern Art (@sfmoma)
Yerba Buena Center for the Arts (@ybca)
Exploratorium (@exploratorium)
California Academy of Sciences (@calacademy)
Asian Art Museum (@asianartmuseum)
Thursday, June 17, 2010
Seen atSan FranciscoBART stations
Thursday, June 17, 2010
YouTube Nonprofit Program
Extra branding capabilities
Increased upload capacity
Call-to-action overlays
youtube.com/nonprofits
Thursday, June 17, 2010
Twitter Hope140
hope140.org
Thursday, June 17, 2010
Facebook Causes Application
causes.com
Thursday, June 17, 2010
Thursday, June 17, 2010
If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.
Thursday, June 17, 2010
If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.
Decide to attack a project
socially, develop a Social Media
plan, and stick to it.
Thursday, June 17, 2010
Thank you.
GradyBritton.com GradyBritton
For my card, txt: DAYN to 50500dayn
delicious.com / daynw / nonprofits
Thursday, June 17, 2010
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