seamless social pro-bono social media workshop for food banks
DESCRIPTION
A workshop delivered pro-bono for the volunteers of the Souther California food banks (1000 pantries) at their "All Agencies Conference". The workshop provides an overview of how non-profits can leverage social media to build relationships, fundraise and recruit volunteers. A presentation by Jean-Marie Bonthous, from Seamless Social (http://www.seamlesssocial.com)TRANSCRIPT
Fundraise & recruit volunteers
Jean-Marie Bonthous
A pro-bono workshop delivered at the “All Agencies Conference” of the Southern California Food Banks
@All rights reserved • Seamless Social 2011 • http://www.seamlesssocial.com
One-way vs. networked
2/3 internet populationMore traffic than email
Free…
Giving + volunteering are going social
GiftAdvise
RecommendJoin
Review
ResearchCompare
Test
What people want Trust
ConversationsEmpower me
Listen Engage
Acknowledge meReal-time
Timely, relevant, captivating Transparent, informal, candid
AccountableNice to peopleDifferent & fun
How big?- 50% under 30, 96% of millennials on social network
- Facebook: 250-650 mil. last 12 months, 3rd country, 1 billion updates/day
- Blogs: 200 mil.
- Twitter: 75-175 mil., 100 mil. tweets/day
- LinkedIn 50-100 mil, $100K+, 3 billion searches/year
- #1 growth: 55-60 females
Powerful?- 75% decisions influenced
- Customer comments double conversions
-1 negative comment: needs 10 positives
-Reviews by consumers: 12 x more credible
- People believe: 90% from known, 70% unknown
Network effect and “weak links”
Position Objectives
Fundamentals
Strategy
Facebook, Twitter, YouTube = tactics
Positioning
- Who are we?
- What are we trying to accomplish?
- What’s unique and compelling about us?
- Who is our competition?
Etc…
Objectives & strategy
- Objectives ?- Prospects?- Message?- Content?- Media & tools?- Unique?- Process?- Organize?- Metrics?
No silver bullet, but opportunities- First year donor retention: 29% (loyalty)
- Fundraising email response: 1.3% (touch)
- 67% of donors plan to eliminate or reduce support for non profits that over-solicit (stewardship)
- 26% non-profit websites rated effective (design/content)
- Recurring donors: 10% of all US donors (monthly giving)
Bringotherson board:you need criticalmass
Fundraise online?
Fundraise online? No silver bullet
- Fastest growing channel + 14% globally- Email= key driver: lists + 22%- 1K email list= 110 Facebook, 19 TwitterBut.. - 77% raise under $1K- Only 10% people online make > than 1 donation
Soft conversions
”No Kid Hungry Pledge”: Take pledge, share status updates.
Donate a tweet a day
Develop collaborations
Recruit volunteers
Lifecycle
Use social media for:
Grow awarenessBuild relationships
EnrollGrow loyalty
Create advocates
Communicate – Connect - Coordinate - Celebrate
Tools…
Create Optimize Publish BrandShare Syndicate Re-purpose In-person
?
?
Listen, Understand, Target, Engage
Build community
EducateMentor
ListenFeedback activities,
results
Create, enforce
guidelinesPromote
transparency
Build community of donors +
volunteers talking to each other
Set goals,
measure
- Perso page & organization page- Connect: 1-2-3 degrees- Profile: URLs, video- Updates- Feed blog, Twitter, Slideshare…- Join/create groups- LinkedIn recruiter- Apps: polls, etc.. - Premium options
Advanced people search- Industry- Groups- Postal code- Connectivity- Language- Function- Company size- Title
- Easy- Follow anyone/people follow you- Keep in touch, real-time- Track news, find resources- Expand network, engage people, leaders- Mine, search, target- Push videos, events, presentations, news, site- Personalized page + profile- Feed to Facebook, LinkedIn, web site- SEO advantage
with volunteers
Create a # for project, ask volunteers to follow- Share volunteer opportunities- Share project updates- Upload project photos- Share project video from YouTube
Organize followers as lists- Recognize key volunteers/advocates- Scan/track activity + share
TwitterIdentify thought leaders/ influencers
TwitterSchedule & Automate, analyze, track
Manage - Connect with Facebook, MySpace, LinkedIn, blog…- Customize: columns, groups, searches, automatic updates- Manage conversations with @replies and direct messages- Follow topics in real time: saved searches- Manage multiple accounts- Add, create, manage, Twitter lists
- Timeless, valuable content- Get message out, updates- Searchable- Don’t sell- Multimedia, optimized content/SEO- Share: Twitter, Facebook, LinkedIn- Analytics (Postrank, Google analytics..)
- Menu, links to sections- Search feature- Links to Facebook, Twitter, bookmarking- Description of organization- “Connect with us” (RSS, email, Facebook, Twitter)- Popular posts- Browse by tag post, category- Comments/approved- Optimized for SEO
Acknowledgement + volunteers
Build community around projects- Share stories: people, community, agency, - Recognize people- Interview partners- Invite people to tell stories- Share statistics: need & impact- Post project photos- Photo or video contest/get votes- Crowdsource project improvements- Comments
- 2 billion views/day, 50K hours daily uploads
- #2 search engine: drive traffic to site or #800
- Share information, thought leadership, educate,
- Grow awareness, promote event, recruit, fundraise, trainings, seminars, employee com., presentations, project videos, newscasts, testimonials
YouTube
- Subscribe, view, comment, contribute value- Engage the community, join groups- Put a face, 2 way conversations - Build a network- Don’t promote blatantly- Post a bulletin to your channel: text or link.- Add friends to your list, send messages
Connect & contribute
YouTubeTechVideo or slideshow, voice or music, high res.- Good audio- Webcam live
Annotations - Speech bubble, note, overlay - Link to channel/video/contact info, explanation..
Description: plenty of keywords (Google owned..)
YouTubeChannel- People subscribe, automatic notification- Publicize channel URL- Set name, channel type, tags, featured video…
Comments, ratings- Allow/disallow /moderate comments/video responses- Viewers rate videos, vote comments- Embed videos in others’ sites- Syndicate for mobile/TV access (MediaRSS, TubeMogul)
YouTubeTrack performance- Basic: views, likes/dislikes, comments, favorites, links, audiences, world map, honors.
- Advanced: views over time/by region, discovery, demographics, community engagement, hot spots, call to action clicks
Be findable- Keywords and phrases- Title, tags, description- Optimize view count, comments, ratings
YouTube for non profitDesignated non-profit channel- Premium branding capabilities- Increased upload capacity- Drive fundraising through Google “Donate” button- Listing on non profit channels & non profit video pages- Can add call-to-action overlay on videos- Advice on how to run campaigns on YouTube
- Personal page- Business page- Multimedia, Twitter- Contribute to groups- Target/advertise/landing pages- Live chat, Skype video- Exponential reach
- Custom landing tab- Discussions + polls- Analytics: to/from & inside Facebook
Engage
Facebook Causes
- Free tools: create page, campaign, accept $$- Get friends involved- Build communities of supporters- Circulate petitions- Build volunteer capacity- Easy set up, post videos, photos, updates- Twitter feed
Facebook Causes: content
- Best practices- Success stories- Newsletters- Webinars- Information for advertisers
Facebook Places
- Register /claim your page on Facebook
- Find or create offsite event Partners donate % for each check-in?
- Tag places and venues you want
Build support
- Invite people to “Like” the FB page- Set projects as calendar events- Invite volunteers to sign up + invite friends- Email each new person, intro yourself- Confirm their attendance
Facebook Rules
No community on a personal page
No tagging without consent
Contests / promotions: no permission, must use apps
Email 10K free emails/month- Build permission-based list
- Sign ins: downloads, contests, registrations
- ESP: email with links + share
- Clear, focused, short
- Call to action: donate, volunteer, register, tell a friend, learn more, talk with others about it, write an email, make a call..
- Great stats, manage sign-up forms, unsubscribes
Be different
- Cheap, prepaid cell phone- 1 month of unlimited texting- Twitter account
“Underheard in New York”
Creative
100 lbs of food for every new “Like,” up to 30K lbs900 new members
Free agents: your marketing dept.?
Hyper-connected individuals working
outside of organizations to organize, mobilize,
raise funds, communicate with
constituents..
Measure
ROI? ROE?KPIs?Vanity metrics?
AwarenessSentiment
Media relationshipsInfluencer relationshipsCustomer satisfaction
NSPCommunication
savingsRatings and reviews
Forums
CommunitySEO, reach, followers,
fans, forwards/RTs, invites, commenters,
shares, loyaltyRevenue Growth
Fundraising# of volunteers
Resources
Free tools to measure- Facebook analytics- YouTube Insight- Twitter: Topsy, Tweetstats, Twitter Analyzer, Twitter counter, Hootsuite- Share, track, analyze links: bit.ly- Influence: Klout, PeerIndex, Twitalyzer- Interactions with content: Backtype- Compare yourself: Compete- Site: Google Analytics, Postrank
Blogs Beth KanterChange.orgNTENNon-profit Marketing BlogFine BlogCase FoundationKnightPulseMarketing for NonprofitsGetting AttentionTactical PhilanthropyGive and TakeWorking Wikily
Resources to identify influencersFree
- Google Blog Search: blogs- Blog pulse (like GS + good data on blogs)- Ice Rocket: trended topics in blogs + social networks- Blogrolls: peer-peer endorsement- Boardreader: forum + message board search engine- TouchGraph Google Browser: see how topics, people, organizations are connected.- HootSuite: look up people by what they are saying- Facebook search: search by product, issue, industry
Resources to recruit volunteers
- Craigslist- Networkforgood.org- Volunteersolutions- Volunteers of America - VolunteerMatch.org- PointsofLight.org- SnapImpact: searches “AllFor Good” database to connect w. local opportunities
Google for non-profithttp://www.google.com/nonprofits
Educational resources
Fundraising tools
- Widgets or badges
- Network for Good (4.75%) or Paypal (transactions)
- Chipin: place on your site or Facebook, free. Paypal for donations. Donor button + thermometer
Thank you!
Jean-Marie Bonthous, Ph.D.Seamless Social
Cell (310) 457 0444www.seamlesssocial.com
[email protected]@All rights reserved • Seamless Social 2011