social media integration for non-profits
TRANSCRIPT
Nonprofit Online Engagement StrategiesASAE 2010
Twitter Hashtag: #ASAE LR2
Who Are You?
Mike Schaffer
Social Media and Online Marketing ManagerBackground in Sports/Entertainment PR
PR and Social Media BloggerAmong PR Pros on Twitter: Top 100, Top 30, #21 Most Influential
Twitter: @mikeschaffer
Kelly Stewart
Interactive Reporting Manager/ROI SpecialistBackground in Project Management, Design,
Analytics and Marketing;Hiking and Eco-volunteer club head
Twitter: @kellystewart
…And What Do You Do?
• Advertising agency with digital, branding and design teams
• Offices in Washington, DC; Nashville, TN (HQ); Hawaii
• Agency in-house resources- Brand campaign development- Online advertising- Website development- Social media management- Photography and video production- Custom publications- Contact center
- Chats, comments, calls and emails with client prospects
What is Social Media?
Social media is a universe of online networks that allow people around the world to connect with each other every day.
Each network has different audiences and features.
“Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.”
– Ron Jones, Search Engine Watch
Staggering Stats!
• Over 600 million people access social media sites daily. (laptops, desktops, mobile)
• Facebook alone has over 200 million unique visitors every day.
• People will spend 700 BILLION minutes per month on Facebook.
• 51% of active Twitter users follow companies, brands or products on social networks.
• As of February 2010, Twitter reported an average of 600 Tweets per second.
• LinkedIn: Growing at roughly one new member per second.
• 24 hours of video are uploaded to YouTube every minute, and YouTube clocks 2 billion views per day.
• 70,000 new blogs go onto the web every day.
The Major Networks
The Profilers
Facebook: Share status updates, photos, videos, links; play games – The Super Network
LinkedIn: “Online Resume,” best professional networking platform
MySpace: Similar to Facebook, but much smaller, and users skew younger
The Specialists
Flickr: Online photo albums
YouTube: Video – uploading and sharing
Twitter: Microblogging
FourSquare: Geo-Location
Other Online Avenues
• Bookmarking (Delcious, Digg, etc.)
• Blogs (Wordpress, Blogger)
• SlideShare
• Other geo-location (GoWalla, BrightKite, etc.)
• EventBrite (tickets)
• Meetup.com (local group and event mgmt.)
• Last.fm/Blip.fm/Pandora
• Evite
• And even e-mail!
Strategy & The Content Calendar
Who’s Running The Show?
• Knowing how to Tweet does not make you a social media expert.
• Social Media is a unique blend of advertising, marketing and PR that should be integrated into your overall communication strategy.
• New form of market research• Scalable, cost-efficient• Controlled message• New business/member/donor generation
• Strategy and tactical/execution can be different people.
Content Types
• Content comes in all shapes and sizes
• Links to your/other websites
• Photos
• Videos
• News releases
• Crisis response
• Polls/surveys
• Success stories
• And more…
Content Streams (A Partial List)
• Company News
• Company History
• Your People
• Important Causes/News Links
• Thought Leadership Essays
• Website Links
• Linking Strategy (celebrities, partner organizations, vendors)
Strategy
The BIG Question: What should you put on which networks when?
Step 1 – Choose the networks you want to be on, considering functionality, target audience and sustainment.
Step 2 – Find content that relates to and promotes your brand/agency image.
Step 3 – Try posting different content at different times (morning, midday, afternoon, evening) to see when your network responds.
Step 4 – Adjust as necessary: each network has unique standards and rhythm.
Why Use A Content Calendar
• Organization
• Efficiency
• Accountability
• Record-Keeping
• Advanced Planning
Other Tools for Content and Strategy
• Mashable.com
• Seesmic/TweetDeck
• Hootsuite
• Google Calendar
• Famundo
• Mobile apps (Facebook/Twitter)
Tracking and Reporting
Importance
• If it isn’t documented, it didn’t happen
• Document “as you go” especially with Facebook
• Think ahead, and track it even if you don’t think you’ll need to report it
• Someone will ask you about ROI down the road
• Keep interesting factoids in your head
• Document all processes
Tools
• Facebook/MySpace/YouTube
• Excel
• Google Analytics
• Acrobat Professional
• Hootsuite, TwitterStats.com
• Wufoo.com for polls
• Adobe SiteCatalyst (Omniture)
Top 5 Metrics You Should Follow
1) Traffic to website via Google Analytics
2) Sources of traffic (referring domains)
3) Traffic trends to key pages (donation, membership, etc)
4) Facebook “Like” growth
5) Email marketing trends (subscriber rates, clickthrough rates, conversions)
Case Studies
Semper Fi Fund
Complete rebranding impacting all online properties
New logo and website (launched last week)
Using Facebook and Twitter to drive traffic to website, where they have online donation form
Social Media is a traffic-builder, NOT a fundraiser
Switching from Facebook “group” to a “fan page”
SCREEN GRAB(S)
Hands On Nashville
Official city volunteer mobilization after Nashville floods in May
Used email, Facebook and Twitter to drive traffic to volunteer opportunity signups on website
Social Media is a communication tool
Hands On Nashville:Flood Response Volunteerism
77,073 - The approximate number of volunteer hours donated to flood recovery by Hands On Nashville volunteers between May 2 and July 27.
19,291 - Number of volunteers who donated their time to participate in flood-related volunteer programming coordinated by Hands On Nashville between May 2 and July 28.
$1,606,972 - The projected economic impact of Hands On Nashville flood volunteerism, according to Independent Sector research, between May 2 and July 27
1,026The number of project sites coordinated by Hands On Nashville between May 2 and July 28.
Hands On Nashville:Flood Response Volunteerism
Number of people reached by Hands On Nashville’s flood-related communication vehicles:
24,623Facebook followers.
137,073Unique users visiting ww.hon.org since May 1.
3,950Twitter followers.
ASPCA
Nearly 500,000 Facebook Fans!
Over 400 videos posted on YouTube.
#36 Most Subscribed of All Time for Nonprofits.
Common theme and goals among all social media sites – adoption and donation.
Posts frequently to Facebook and Twitter to maintain interest.
*Image retrieved from www.Facebook.com/ASPCA
Southwest Airlines
Blog & major networks
Click ‘n Save/DING! e-blasts
iPhone App
Online check-in
Over 1,000,000 Twitter Followers
As airlines are struggling, Southwest is growing, with better-than-expected Q2 2010 profit
National Guard
www.facebook.com/nationalguardwww.twitter.com/nationalguard
Goal-oriented campaign – recruiting
Videos, photo galleries, polls & more
Informative apps
Messaging targeted to networks
Promotional interaction
Community Management Team
Over 525,000 Facebook fans
7 million YouTube channel views
#1 Traffic driver to website
Questions?
Mike Schaffer [email protected]: @mikeschaffer
Kelly [email protected]: @kellystewart
Website: www.iostudio.com