build a big brand online using social networks: marketing and communications strategies
Post on 11-Sep-2014
4.112 views
DESCRIPTION
Using real-world case studies we'll look at why social networking is valuable for nonprofitslooking to build a brand online. From: Blackbaud's Social Media for Nonprofits Web Series- Building a Big Brand Using Social Networks November 3, 2009TRANSCRIPT
Build a Big Brand Online Using Social Networks: Marketing and Communications Strategies
Frank Barry (Blackbaud)
Jeff Patrick (Common Knowledge)
Page #2 © 2009 Blackbaud
Who’s Talking?
Jeff PatrickPresidentCommon Knowledge
@commonknow ^jp
Frank BarryManaging ConsultantBlackbaud
@franswaa
FB
Page #3 © 2009 Blackbaud
House Keeping
Webinar is 60 minutes long + 15 minutes questions
You are muted
Ask questions any time via the chat windowor use #blackbaud on Twitter and we’ll track it
Slides and recording will be posted on our blog at http://www.netwitsthinktank.com after presentation
FB
Page #4 © 2009 Blackbaud
SOCIAL NETWORKING SURVEYIndustry Survey of Nonprofit Use of Social Networking
4JP
Page #5 © 2009 Blackbaud5
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Facebook YouTube Twitter LinkedIn MySpace
74.0%
46.5% 43.2%
32.9%
26.1%
Percent of Nonprofits
Commerical Sites
Popularity of Commercial Social Networks
JP
Page #6 © 2009 Blackbaud6
5391
1905
291 286 268 243
0
1000
2000
3000
4000
5000
6000
Community Size
Facebook MySpace LinkedIn Twitter YouTube Change.org
Commercial Sites
Average Community Size of Nonprofits on Commercial Social Networks
JP
Page #7 © 2009 Blackbaud
June 2008
7
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Org's Website Email Twitter Events Other CSNs
78.7%71.9%
44.0% 43.2% 40.0%Percent of Nonprofits
Strategy
Strategies for Promoting Nonprofits' Commerical Social Network Communities
JP
Page #8 © 2009 Blackbaud
June 2008
8
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%25.7%
22.2%
9.8% 9.3%5.7% 5.6%
Percent of Nonprofits
Department
Departmental Responsibility for Commerical Social Networks
JP
Page #9 © 2009 Blackbaud
COMMUNICATION CHANNELSProliferation of Consumer Communication Channels
9JP
Page #10 © 2009 Blackbaud
Communication Channel Fragmentation
10
19681 Newspapers
2 Broadcast TV
3 Magazines
4 Broadcast Radio
5 Eight Track
19881 Newspapers
2 Magazines
3 Cable TV
4 Broadcast TV
5 Radio
6 Cassette Tapes
7 Walkman
8 VCR
9 Personal Computer
10 Console Video Game
11 PC Video Game
20081 Newspapers
2Magazines
3 Email
4 Broadcast TV
5 Radio
6 CD Player
7 Cable TV
8 Personal Computer
9 Satellite Television
10 Internet
11 Cell Phone
12 DVD Player
13 Satellite Radio
14 MP3 Player/iPod
15 Tivo/DVR
16 Slingbox
17 Blogs
18 Online Video
19 Mobile Internet
20 Console Video Games
21 Mobile Games
22 Text Messaging
23 Mobile Video
24 Download Movies
25 Podcasts
26 Instant Messaging
27 Social Networks
28 Twitter
Source: P
iper Jaffray & C
o, The U
ser Revolution, T
he Advertising E
cosystem and the rise of the Internet as M
ass Medium
, Feb 2007
5 11 28JP
Page #11 © 2009 Blackbaud
Q: Given the proliferation of the consumer communication channels, what is the right media mix for your organization?
A: What are media channel choices?
April 7, 2023
11JP
Page #12 © 2009 Blackbaud
BLOGSTraditional Media is Changing
12JP
Page #13 © 2009 Blackbaud
What is Your Communication Strategy?
What is earned social media?
How do you pitch social media “journalists”?
Where are the big outlets for social media in your sector?
April 7, 2023
13JP
Page #14 © 2009 Blackbaud
Traditional PR Meets Social Media
14JP
Page #15 © 2009 Blackbaud
New Media – Blog-based News
April 7, 2023
15JP
Page #16 © 2009 Blackbaud
Huffington Post
April 7, 2023
16
1.9 million uniquevisitors per month
JP
Page #17 © 2009 Blackbaud
Who’s Visiting Blogs?
April 7, 2023
17JP
Page #18 © 2009 Blackbaud
BLOGSTargeted Communications Strategy Case Study
18JP
Page #19 © 2009 Blackbaud
Carl Pope: Taking the Initiative
19
Political Insights from the Executive Director
JP
Page #20 © 2009 Blackbaud
The Green Life
20
Ideas for living well and doing good from Sierra magazine.
JP
Page #21 © 2009 Blackbaud
Hey Mr. Green
21
Sierra magazine’s answer guy answers your green living questions.
JP
Page #22 © 2009 Blackbaud
The Insider
22
The inside scoop on environmental news, action alerts, outings and more.
JP
Page #23 © 2009 Blackbaud23
Best Practices for Successful Blogging Success is driven by main 5 factors:
· Tone or Personality
· Frequency of Posts
· Consistency of Posts
· Content and topics
· Participation/Relationships in the Conversation/Blogosphere
JP
Page #24 © 2009 Blackbaud
ONLINE ECOSYSTEMCommunications and Marketing Strategy
24FB
Page #25 © 2009 Blackbaud25
External Networks
Organization
Website
YouTube
Campaign
Corp
Partners
House
Community
Blogosphere
Internal Networks
Online Ecosystem: Where do you want to be?
FB
Page #26 © 2009 Blackbaud
2 ExamplesMedia Mix
26JP
Page #27 © 2009 Blackbaud
June 2008
MySpace
EQCA.org
Blog
YouTube
Online Ecosystem
JP
Page #28 © 2009 Blackbaud
Online Ecosystem at Equality California
Property Audience Objective Size
Web Site Broad – New & Returning Information Portal 50,000+ per month
Email List Core LGBT Cmmty Fundraising, Advocacy 400,000+
Blog LGBT Influencers Personalize & Influence 30,000+
Facebook - EQCA Non-LGBT Supporters Home Base – Info Portal 25,000
Facebook – No on Prop 8
Non-LGBT Supporters Campaign real-time news; acquisition
205,000
MySpace General Information 5,000
Twitter Professional influencers Real-time news 400+
YouTube All Video Hosting ??
28JP
Page #29 © 2009 Blackbaud
Online Ecosystem: LIVESTRONG
TwitterFacebook
YouTube
Flickr
Website
BlogEvents
FB
Page #30 © 2009 Blackbaud
Channel Selection
You need a plan
You will have to make choices!
Experimentation is cheap
Scale & ROI require real budget
Targeted use of each channel is a must
Metrics are key for optimization
April 7, 2023
30JP
Page #31 © 2009 Blackbaud
MICROBLOGGINGWhat is it?
31FB
Page #32 © 2009 Blackbaud32
FB
Page #33 © 2009 Blackbaud33
Lance Armstrong
FB
Page #34 © 2009 Blackbaud
Who’s Talking About LIVESTRONG on Twitter?
April 7, 2023
34FB
Page #35 © 2009 Blackbaud
Twitter Best Practices Stop
· It’s not just another megaphone to yell at people with
101· Answer the question “Why am I on Twitter?”· Think about how Twitter fits into your overall online/offline strategy· Identify staff participants and your audience· Find people to follow· Know your tone, identity, language, interests, relationship
Humanize · Fill out your entire profile· Use a human picture and speak in a human voice· Be a person and an organization· Present the personal angle to org. issues· Sincerity, transparency, and democracy
Participate· Listen· Engage regularly· Be ready to learn from your followers· Retweet, respond, ask, and follow
35FB
Page #36 © 2009 Blackbaud
SOCIAL MEDIA MONITORINGFree Tools for Monitoring Your Social Media Presence
36FB
Page #37 © 2009 Blackbaud
Why Use Social Media Monitoring Tools? Customer support, Relationship/Community building
Sentiment
Volume Trending
Source Identification & Prioritization
Comparison to other entities
Keyword/phrase research
Communications and marketing strategy
Budget allocation
April 7, 2023
37FB
Page #38 © 2009 Blackbaud
http://technorati.com/search
April 7, 2023
38FB
Page #40 © 2009 Blackbaud
http://www.boardtracker.com
April 7, 2023
40FB
Page #42 © 2009 Blackbaud
http://www.twitrratr.com also http://search.twitter.com
April 7, 2023
42FB
Page #43 © 2009 Blackbaud
http://www.facebook.com/lexicon
April 7, 2023
43FB
Page #46 © 2009 Blackbaud
Listening Dashboard
Page #47 © 2009 Blackbaud
3rd Part Apps
Page #48 © 2009 Blackbaud
Five Best Practices for Social Media Monitoring
Define objectives
Trending is more important than static metrics
Detailed validation of results is crucial
Use in conjunction with other tools for best accuracy
Make analysis actionable (relate to objectives)
April 7, 2023
48FB
Page #49 © 2009 Blackbaud
MARKETINGFacebook
49FB
Page #50 © 2009 Blackbaud
Event Fundraising with Facebook
http://www.facebook.com/StartWalkingNow
Displays on personal profile
Org/Event branded
Fundraising focused
Personalized giving results
Personalized donation link
Progress meter
Wall and news feed updates … !!
FB
Page #51 © 2009 Blackbaud
Facebook Event FriendRaising (Leveraging Networks)
FB
Page #52 © 2009 Blackbaud
How big this gets…
April 7, 2023
52FB
Page #53 © 2009 Blackbaud
Here’s some #’s that will blow your mind
Assume 1,000 people put a badge on their profile
Each person has ~130 friends
That’s 130,000 people that could get exposed to the badge
Assume 1/10 of those 130,000 people in turn simply post a message to their status line:· 12,000 x 130 = 1.5 M people + 130 K = ~1.65 M!
More than 1.6 million people will get exposed to your event!April 7, 2023
53FB
Page #54 © 2009 Blackbaud
HOUSE SOCIAL NETWORKSCommunications & Marketing
54JP
Page #55 © 2009 Blackbaud55
Why About ‘House’ Social Networks?
More Control of Community Features Full Access to Data Better Community Management Tools Streamlined Design & Development Integrate Content, Service & Social Networking Integrate Fundraising
JP
Page #56 © 2009 Blackbaud56JP
Page #57 © 2009 Blackbaud57JP
Page #58 © 2009 Blackbaud58JP
Page #59 © 2009 Blackbaud
Market House Network via Facebook/MySpace Badge
59
ArthritisFoundation
MySpace,Facebook &House NetworkBadge
JP
Page #60 © 2009 Blackbaud
Questions?
Source: http://www.flickr.com/photos/-bast-/349497988/sizes/l/
Page #61 © 2009 Blackbaud
Frank BarryManaging ConsultantBlackbaud858.795.8947
www.blackbaud.com [email protected] @franswaa (http://twitter.com/franswaa)
The End … We appreciate your time!
Jeff PatrickPresident & FounderCommon Knowledge
[email protected]@commonknow (http://twitter.com/commonknow)