wango
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TRANSCRIPT
WANGO 2010
Social NetworkingKatya Andresen, Network for Good
www.networkforgood.org | www.nonprofitmarketingblog.com
Twitter: katyaN4G
www.fundraising123.org for the eBook
Why do we give?
• When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?
Why do we NOT give?
• When was the last time you ignored an appeal?
Credit: Mel Toledo, Flickr
What did we just learn?
The most important lesson of online outreach
See through the eyes of your audience
All marketing and fundraising is relationship based
Credit: Suzee Que, Flickr
You can excel at this.
• Because you are already doing the most important part: the human part.
• This is about bonds, not wires.
FacesofMillions.com
Brian Solis of PR 2.0
Relationships are everywhere
No, Seriously: Everywhere
We’re not in charge any more.
A little scary, a lot wonderful
• Not about them
coming to us
• No control
• No mothership
(Clay Shirky)
• New messengers
• Lots of self-
organizing
What You Can Do:11 Steps and
6 Things to Avoid
1. Listen
From a presentation by Charlene Li, author, Groundswell
2. Share and start playing in THEIR space
3. Define Your Desired Outcome
• Who are you trying to reach?
• What do you want them to do?
• Do some basic marketing planning
and set some goals
•Page Impressions, Visits, Unique Visitors
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays
Engagement & Reach
•Number of Mentions, Posts, Comments
•Recommendations
•Mentions-per-user
•Send This To A Friend
•Inbound links
Word of Mouth
•Offline media mentions
•Online media mentions
Earned Media
•Higher search results
•Greater search results “share”
•3rd party results
•Customer/stakeholder feedback
•Product sampling
Research
Search Visibility
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
Know what the point is!
4. Decide if Social Networking Will Get You There
• Don’t put the cart before the horse
5. Borrow Your Tools
• Social networks
• Widgets
• Blogs
Change.org SixDegrees
6. Find Your Wired Fans
Wired fundraiser noun (wīr’d fŭnd'rā'zər)Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.
• Word of mouth maven• Emotional connection, passionate• Active connecters, sphere of influence• Could be new to fundraising or dabblers• Tech savvy• Young 20-40yrs
7. Think Like the Marine Corps
• The few the proud
• Not every wired person is a champion
• 5% of your donors might be über-activists
8. Crawl before you run
• Listen first
• Set small, simple goals so you know if you
are succeeding (or not)
• Have a qualified staff member who can
commit the time – and give them a policy
9. Have a policy!
Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff
• Be clear upfront• Address who responds to conversation and how• Protect your brand by training your staff/volunteers• Identify which platforms you get active on, and how?• Specify the types of social media that is ok to do at work• Consult sample policies
Based on guidelines from Beth Kanter and Nancy Schwartz
10. Measure and Monitor!
Nigel: "What we do is if we need that extra push over the cliff, you know what we do?"
Marty: "Put it up to eleven."
Nigel: "Eleven. Exactly. One louder."
Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?"
Nigel: “[pause] These go to eleven."
•Page Impressions, Visits, Unique Visitors
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays
Engagement & Reach
•Number of Mentions, Posts, Comments
•Recommendations
•Mentions-per-user
•Send This To A Friend
•Inbound links
Word of Mouth
•Offline media mentions
•Online media mentions
Earned Media
•Higher search results
•Greater search results “share”
•3rd party results
•Customer/stakeholder feedback
•Product sampling
Research
Search Visibility
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
How are you doing vs. goals?
11. Plug in your supporters
• Add an area to your website– Starter text
– Images
– Video links
– Testimonials
• Keep people aware of
upcoming events
• Thank people and give regular updates
What NOT to do: 6 pitfalls
• Trying to control it
• Going wild west – get ground rules!
• Taking a self-important, promotional “broadcast” approach
• Seeing dollar signs only
• Failing to set goals – do what with whom?
• Quitting when we mess up – they are lessons, not mistakes
Questions
Katya [email protected] [email protected]
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com