non profit social media workshop presentation
Post on 17-Oct-2014
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Non Profit Social Media Workshop PresentationTRANSCRIPT
Prepared for Apple’sOrange County
Non-Profit Clients
Social Media Presentation
Wednesday, August 25th, 2010 - Ian Utile (Take No Glory)
Are You Ready?
Social MediaRevolution
Global Internet
Users
AlmostTwo Billion
Internationally
How Do People Get Online?
Source: Mobile Web Design by Cameron Moll, Telephia
850M 1.5 B 2.7 B
This rocks!I never had it so
good!!!
“look lower”
“I know all about social media,check out my icons…”
Case Study – Twitter, Blog, Facebook
Case Study - YouTube with Website
Case Study - YouTube with Website
Don’t get excited about the social tools!These are only tools to empower you.Be excited about your organization :)
Do you really have time to tweet?
You NEED to raise money
and/or get results.
Talk MUST impact behavior.
NOTHING AN ORGANIZATION DOES IS FREE.
Programs and campaigns take manpower…Programs and campaigns take manpower…
…and technology……and technology…
… and most importantly, time.… and most importantly, time.
What kind of mood is The old man in today?
Not good.He doesn’t care how many
visitors the website gets! How is it all helping grow the biz yo?
Give me a goodreason why I should
assign resourcesto this thing.
The old man wants to know howthis will help the organization
These resources=
100%of your budget
Head CountAdvertising
E-Marketing
Inbound Call Center
Sales Dept.Public Relations
MarketingI.T.
Accounting
These resourcesgenerate
100%of your outcomes
Social Media’s Share of the Online Marketing Budget
Which buckets do we emptyto fill this new one?
Understand that a new marketing program’s
funding doesn’t appearout of thin air.:
Question #1:
Will it save money?In member support?Communicate moreeffectively for less?
Question #2:
Will it generate revenue?I want more volunteers,
more new members,more exposure,
etc.
Ultimately, the P&L drivesevery organization’s decisions.
R.O.I.RETURN ON INVESTMENT
The ProblemThe Problem
I’m a Social Media guru.
Love isn’t about ROI, baby.Forget your greedy ways.
THE R.O.I. EQUATION
InvestmentExpectation of return
The Truth About R.O.I.ROI is a business metric, not a media metric.
ROI is 100% media-agnostic.
Only measuring digital or socialwon’t get you anywhere.
What if you aren’t “for profit?”You still depend on some kind of revenue to function:Grants, funding, donations, membership fees, etc.
Same thing.
Revenue is revenue.Budgets are budgets.Money is money.
R.O.I. Confusion - Operational Silos
Engagement R.O.I.
Different Focus + Different Perspective
It all starts with one question:
What are you tryingto accomplish?
Define the objective FIRST.THEN come up with the tactics.
AwarenessDo enough people know about us? Do enough people think about us?
ContextDo people think of us in the right way?
ValueDo people understand our value? What we offer?
RelevanceDo people appreciate our value to them?
CatalystsDo people have a reason to think about us? To engage with us? To buy into us?
Brand Management: Momentum DriversBrand Management: Momentum Drivers
OutcomesNet New Members, Increased Frequency of Donations and
Volunteerism, increased yield (average $ value per donation), exposure
Member SupportImmediate feedback and response, impact in public forum, cost
reduction, increased interactions, varied interactions, mobile
Human ResourcesMore effective recruiting, monitoring of employee behavior (management)
Public RelationsOnline Reputation Management, improved brand image via Social Web,
Clarification of purpose & value, Direct communication with public
Member LoyaltyIncreased interactions, better quality of interactions, deeper
relationship with cause, increased trust in organization, increased mindshare of cause, greater values alignment
Ways in which Social Media can help an association:
FocusInvest a Little & Focus your Attention
Social Media Monitoring Collects Online Mentions for Measurement and Response
Free Social Media Monitoring Tools
Paid Social Media Monitoring Tools
Mashable (www.mashable.com)An online social media marketing blog with about 20 posts a day
Website Grader (www.websitegrader.com)Useful tool for measuring the marketing effectiveness of your website, get a free custom report in seconds with advice for your website
Marketing Sherpa (www.marketingsherpa.com)A great resource for case studies and insights into marketing tactics
Other Social Marketing Resources
Finally, someone with somereal metrics for me to sink my teeth into!
Good job, Sparky! You done gewd!
Make the case for Social Media’s value.
Dudes, we are ON THIS!!!
Let’s start engagin’!!!
I’ll start crafting somewicked blog posts and
online contests.
Let’s get peopleTalking about us.
I love This stuff!
Second largest search engine in the world, only to Google
Twitter now has over 100 MILLION registered users.
55,000,000 tweets per day.
37% of users tweet from their phones.
Welcome To The RevolutionWelcome To The Revolution
Facebook has over 500 MILLION users
Millions of people are content publishers now.