arthur guinness fund (social media presentation)

CYBERCOM, July 27th 2010Rob Reid & David Hayes

Social Media for NGOs

10 Steps to Social Media Success

Listen Carefully

Are you being heard?

Set Your Goals

Find your communities

Identify Influencers

Content Strategy

Pick Your Tools

Pick Your Tools

Deliver Content

Engage & facilitate conversations

Measure

Your journey begins with traditional marketing

Before you leap into social media develop a marketing strategy

1. What are your marketing goals?It’s not enough to have a general idea — your goal should be specific and actionable . What does your campaign or project want to achieve?

2. Create your proposition statement (or theme)“We need to stop child trafficking in Nepal; we must enforce the law against child traffickers.”

3. Have clear marketing objectivesObjectives are even more specific than your goals. Objectives need to be SMART (Specific, Measurable, Attainable, Realistic, Timely)

4. Do your market researchWhen you know what you want to achieve, you’ll probably discover that you need to know more about your issue.

5. Identify your target audienceThere are generally several communities involved with an issue, and all of them can be considered stakeholders.

6. Craft your marketing messageYour message is what will pull people toward your campaign. Then convert them with a strong call to action.

7. Identify resourcesWhat kinds of resources are available within your group or organisation and what do you have access to through your supporters and networks.

8. Budgeting and fundingOnce you have made an estimate of what resources are available, you can create a budget.

9. Choose the right formats, tactics and toolsMarketing should not drive your overall campaign; it should be a way of achieving your goals and objectives by relaying your message and calling for action. Is it press, radio, TV, search marketing, social media?

10. Create a timelineThe effectiveness of a marketing campaign largely depends on timing. Your message and should be released when the need for it is greatest.

amples

Now let’s take a look at some

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Source: slideshare.net/farra

Now let’s take a quick chat about what some of you couldbe doing through social media

Resources

Basic• Facebook 101 http://mashable.com/guidebook/facebook/• Twitter 101 http://mashable.com/guidebook/twitter/

Advanced• NTEN: We Are Mediahttp://www.wearemedia.org• Beth’s Blog: Social Media and NGO/CSR Workshop in Indiahttp://bit.ly/aHcpbV• Frog Loop: Build Your Own Listening Dashboardhttp://bit.ly/3JIwZ• Using Social Media To Meet Nonprofit Goalshttp://www.idealware.org/reports/using-social-media-meet-nonprofit-goals-results-survey• Nonprofit Social Media Benchmark Studyhttp://www.e-benchmarksstudy.com/socialmedia/

Brand mentionsGoogle News AlertsYahoo NewsMoreoverHow SociableSocialmentionRSS Reader like NetVibes Blog BuzzGoogle BlogSearchIceRocketBlogPulseBacktype – for blog comments TwitterTwitter SearchTwilertTwazzupTweetBeepHashtagsTwitrratr 

Free Listening Tools TrendsGoogle TrendsGoogle Insights for SearchTrendrrSerph FacebookLexicon Message Boards and ForumsBoardTrackerBoardReaderGoogle GroupsYahoo Groups Multi MediaYouTubeTruveoMetaCafeViral Video ChartFlickrPhotoBucket

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Rob.Reid@cybercom.ieDavid.Hayes@Cybercom.ie