smm for npos - darren tseng
DESCRIPTION
SMM for Non-ProfitsPreso for my Social Media Marketing course at the Schulich School of Business at York UniversityTRANSCRIPT
- Evolution of SMM for NPOs (my perspective)- What NPOs are using today- Which are ‘very effective’?- Metrics- Why SMM?- Marketing Paradox: Double-Edged Sword- Why now?
AGENDA
Motivational Speaker and Leadership Facilitator
2004 2007 2008 2009
MY PERSPECTIVE
2010
• Alex became Director of Digital in 2009 and things really took off
- Facebook pages and groups- YouTube pages- Various Twitters- Blogs- Everything else Alex talked about
Evolution Options Effective Why Metrics G & B Extra
Volunteer and Youth Participant
2004 2007 2008 2009 2010
• Email outreach with youth• Newsletters• Blog written by Facilitators …
Evolution Options Effective Why Metrics G & B Extra
MY PERSPECTIVE
Me to We Projects Coordinatoraka. Summer Intern
2004 2007 2008 2009 2010
• Email outreach• Blog• Newsletters
• Me to We Awards• YouTube Page
Evolution Options Effective Why Metrics G & B Extra
MY PERSPECTIVE
• Users voted for winners online
• Personally used Facebook and Email outreach to potential youth category nominees (4/6 finalists ½ youth won)
Evolution Options Effective Why Metrics G & B Extra
Evolution Options Effective Why Metrics G & B Extra
•Getting account name and password
•Posted content
•Liked and commented on any videos that people made about Free The Children or Me to We
•Responded to user comments and questions
•‘Friend’ed other Users
Evolution Options Effective Why Metrics G & B Extra
Evolution Options Effective Why Metrics G & B Extra
Everything: same options but some added benefits
96% 78% 68% 60% 52% 42% 37% 23% 22% 19% 18% 15%
Discuss. Groups
Social Tagging
*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010
Evolution Options Effective Why Metrics G & B Extra
What are Non-Profits Using Today?
Which ones are ‘Very Effective’?
22% 20% 23% 14% 18% 14% 13% 22% 10% 17% 3% 9%
Discuss. Groups
Social Tagging
*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010
0%
5%
10%
15%
20%
25%
Effectiveness of Social Media to US Non-Profits - % of respondents
Evolution Options Effective Why Metrics G & B Extra
SMM Metrics used by NPOs
% of Respondents
*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010
Evolution Options Effective Metrics Metrics G & B Extra
*Source: Ventureneer and Caliber, “Nonprofits and Social Media: It Ain’t Optional,” Oct 4, 2010
Reasons that NPOs use Social Media % of Respondents
Evolution Options Effective Why Why G & B Extra
Marketing for NPO’s: Double-Edged Sword
$ for Marketing Administrative Costs
EVIL and GREEDY
$ for Marketing Administrative Costs
SUCKS HARD
Awareness
Awareness
AMAZING
FANASTIC
Evolution Options Effective Why Metrics G & B Extra
Evolution Options Effective Why Metrics G & B Extra
• Canada: donations down 5.3% but online donations up 30%
SMM By Non-Profits: Why now
• Allows organizations to be proactive and reactive Maintaining credibility and trust is integral
Evolution Options Effective Why Metrics G & B Extra
• Canada: donations down 5.3% but online donations up 30%
SMM By Non-Profits: Why now
• Allows organizations to be proactive and reactive Maintaining credibility and trust is integral
Evolution Options Effective Why Metrics G & B Extra
• Canada: donations down 5.3% but online donations up 30%
SMM By Non-Profits: Why now
• Allows organizations to be proactive and reactive Maintaining credibility and trust is integral
• Mistakes happen, recovery is possible (ie. Red Cross)
Big Love and Many Thanks…
Evolution Options Effective Why Metrics G & B Extra
Darren Tseng
Evolution Options Effective Why Metrics G & B Extra
Evolution Options Effective Why Metrics G & B Extra
Evolution Options Effective Why Metrics G & B Extra