"social me what?" social media for non-profits and associations
DESCRIPTION
In November 2009, I spoke at a PRSA-NCC (National Capital Chapter) event geared towards associations and non-profits. We examined how these groups can break through the haze surrounding social media and use it effectively to further their missions.TRANSCRIPT
Social Me What?
Shonali Burke, ABC
Presented at PRSA’s National Capital ChapterNovember 18, 2009
Cartoon: http://www.flickr.com/photos/hubspot/3196650975/
Nonprofits & Social Media88% experimenting, 51% active users
85% will use SM more61% intrigued but struggle with SM
Source: Weber Shandwick Social Impact Survey, Nov. 12, 2009: http://impact.webershandwick.com/?q=social-impact-survey-finds-88-nonprofits-experimenting-social-media
Twitter• Two-way conversation• “Listen” (monitor)• Respond• Participate• Research• Engage• Customer service• Quality v. quantity
LinkedIn• Update profile• Status updates• Groups• Recommendations• Q&A• Blog Integration• Twitter Integration• SlideShare Integration
Facebook• Grow “fans”• Post regularly• Engage• Encourage action• Groups/Pages• Causes• Integrate Twitter feed, blog posts, Flickr, SlideShare
Flickr• Smart tagging• Groups• Sets• Integrate with other networks
YouTube & SlideShare
Pledge To End Hunger
Source: www.pledgetoendhunger.com
GoalsRaise awareness of childhood
hunger in USGive people tools to take actionNon-profit case study on SM &
cause marketing1K pledges in 7 days
Metrics# of pledge signees
$$ raised for Share Our Strength
Unique site visitors, Tr.im url click-thrus, Facebook
cause members, YouTube videos viewed,
#HungerPledge usage, SXSWi podium mentions
AudienceActive Twitterati, bloggers
SXSWi attendees & followers
Corporate/non-profit email databases
Wild cards: 2-3 degrees of separation
Courtesy: Scott Henderson & MediaSauce
Story
•1 of 6 kids hungry
•1 click feeds 140 kids
Strategy
•Standalone site online hub
•SM outposts•Easy call to
action
Tactics
•2 “co-chairs,” 50+ “champions”
•Twitter, Facebook, YouTube accounts
•Email•Avatar,
hashtag, badges
•CTA: give, volunteer and/or share
Courtesy: Scott Henderson & Media Sauce
Results• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• > 19k site visitors• $28k for Share Our Strength
(@95% 1st-time donors)• 2,600 members of Facebook
Cause• 560k servings of food to
food banks in 4 cities
Courtesy: Scott Henderson & MediaSauce
Social Media Smarts• Listen well• Integration = Efficiency• Focus on inbound v.
outbound• Don’t go long, go short
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
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Decem
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Exp
osur
e
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
Remember…
• “Social media” is not a strategy• Integrate SM with other tactics &
MSM• Align with business objectives• Identify & work towards KPIs• Take your time… but commit
Image: http://www.flickr.com/photos/hdbizblog/3510994588/in/set-72157617833514202/
Questions?
Thank you!
You can find me at:E-mail: [email protected]: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Photo: http://www.flickr.com/photos/27546063@N03/3717938304/