social media marketing for non-profits by matt o'brien mint social
DESCRIPTION
Http://www.MintSocial.com - On October 15th, 2010, the presentation below was given to Maricopa Association of Governments and the many non-profits across Arizona that shared the morning with me to learn about how to leverage social media to help the poor, the hungry, the homeless and to reach people in crisis across Arizona. The first thing to note is that non-profit organizations have an advantage over other businesses when it comes to social media marketing. The reason is simple; non-profit organizations have a common mission for helping those in need. Therefore, their marketing message is genuine and does not need to be modified to fit what social media demands (selfless promotion vs. shameless self-promotion). For example, a business that takes their brochure content and promotes it through their social media channels will most certainly get a much low level of engagement with their audience and run the risk of being perceived as a self serving marketer. Contrary to this is the non-profit that typically has a mission of serving those in need and can utilize their 'off the shelf' marketing content because it has a more selfless message for helping others. Isn't this what social media marketing is all about by having a third party promoting a message to benefit another?TRANSCRIPT
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Social Media MarketingFor Non-Profits
Matthew O’Brien@blogster
“Build a Footprint…Generate ROI”
Presented for Maricopa Association of Governments on 10-15-2010
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Overview on Social Media Marketing Social Media Footprint Social Media Business Applications How to Measure ROI What Resources are Needed?
@blogster@Mint_Social Social Media Marketing for Non-profits
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Who is this Guy Presenting?
Avid risk-taker 20 years in digital media Fortune 500 to start ups
World Webinar Network AZIMA Board Member Volunteer
Social Media Marketing for Non-profits
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What is Social Media?umbrella term that defines the various activities that integrate technology, social interaction, and the publishing of words, pictures, videos and audio
@blogster Social Media Marketing for Non-profits
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Your Website
Is one of Millions
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Is Your Content…
Social Media = Publishing Social Media = Publishing RightsRights
Where 3 out of 4 people are online?
@blogster@Mint_Social
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Web Search Trends“Where we spend our time online”
@blogster@Mint_Social Social Media Marketing for Non-profits
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Consider this…
There’s a conversation going on online, with or without you.
If you choose not to engage, you’re simply giving up the ability to manage and influence what’s being said.
@blogster@Mint_Social Social Media Marketing for Non-profits
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Cost Effective?
“With production costs low…the opportunity to create branded micro content that consumers will invite into their lives becomes a financial reality with a huge ROI upside. It’s advertising people want to watch.”
Tom Martin, Positive Disruption
@blogster@Mint_Social Social Media Marketing for Non-profits
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Survey says…
Data released by Cone, Inc. 93% of Americans expect companies to
have a presence in social media. 85% say companies should interact with
consumers via social media.
@blogster@Mint_Social Social Media Marketing for Non-profits
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Deep Thoughts…Deep Thoughts…
@blogster@Mint_Social Social Media Marketing for Non-profits
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Deep Thoughts…Deep Thoughts…
@blogster@Mint_Social Social Media Marketing for Non-profits
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Deep Thoughts…Deep Thoughts…
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The visibility Multiplier Effect
Published Weekly
50+ sites
50X – 1000X more traffic to your website
1 Document
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@blogster@Mint_Social Social Media Marketing for Non-profits
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Top 10 Results in GoogleTop 10 Results in Google
Articles Videos Blogs Social Networks Websites Press Releases PowerPoints Photos Audio (Podcasts)
@blogster@Mint_Social
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OnlineOnlinePublishingPublishing
HubHub
Micro-Micro-BloggingBlogging
Videos,Videos,Audio, Audio, PhotoPhoto
SocialSocialNetworksNetworks
RSSRSSAggregationAggregation
ToolsTools
VisibilityMultiplier
Effect
Articles,Articles,DocsDocsPRPR
ApprovedApprovedMonthlyMonthlyContentContent
PartnerPartnerContentContent
Inbound Links and TrafficInbound Links and Traffic
Social Media Marketing for Non-profits
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Social Media Business Applications
5 Objectives of Social Media (The 5 W’s) Reputation Management (‘Who’ Are
You?) Branding (‘What’) Marketing (‘Where’) Listening/Engaging (‘When’) Monetization ( ‘Why’)
@blogster@Mint_Social
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Social Media Marketing Tips
Repurpose Content Create “contributor networks” Get More Unrefined Think Non-Branding Integrate Traditional with New Marketing Track ROI
@Mint_Social Social Media Marketing for Non-profits
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Your Publishing Hub “Blog”
@blogster@Mint_Social
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Syndicate Your Content
Twitter – www.FeedTwitter.com Facebook – Fan Page – Edit Notes - RSS LinkedIn – Create a Business Page - RSS MerchantCircle.com – Profile - Blog Posts Google Maps and Alerts – RSS - KML
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Google Maps
Social Media Marketing for Non-profits
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Get Contributing Writers
Enroll Volunteers Google Alerts - RSS Have a Connect Page –
Testimonials – Referrals
Social Media Marketing for Non-profits
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Get Online Donations
PayPal.com Change.org Merchant Account
Email capture option
@Mint_Social Social Media Marketing for Non-profits
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Web Video Strategy
“If a picture is worth a thousand words…”
Social Media Marketing for Non-profits
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…then video must put this into the millions.”
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Web Video Strategy
Short educational Segments Keyword and Viral Focus Syndicate to Top Video Websites
Results…Google Rankings and Viral Views
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‘Why’ Leverage Web Video
Social Media Marketing and Online Branding
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‘Why’ Leverage Web Video
Social Media Marketing and Online Branding
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‘Why’ Leverage Web Video
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‘Why’ Leverage Web Video
@Mint_Social Social Media Marketing for Non-profits
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‘Why’ Leverage Web Video
@blogster@Mint_Social
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‘Why’ Leverage Web VideoSome of the rankings in Google from the first month.Some of the rankings in Google from the first month.
Social Media Marketing and Online Branding
Keyword
safe to have sex after prostate radiation 1 2 9 13prostate sonogram/biopsy and sex 1 2 16 17does frequency of sex influence rate of prostate cancer 1 2 8 11incidence of prostate cancer in early 40's 1 13Bleeding with prostatectomy 1 2 3 4 13 14 15 16Evolution Of Prostatectomy 1 2 3 4 5 6 7 10davinci robotic prostatectomy testimonials 3 4 8 9 10 11 12
who is a candidate for robotic prostate surgery 3 4 21
frequency of prostate biopsy 3 9 10 11 12 13 14 15who is a candidate for robotic prostate surgery 3 4 21post prostate biopsy pain 4 5prostate biopsy exam 4 10 11 12 15cryogenic prostate surgery 5 6 13Overview Of the Robotic Prostatectomy 6 7 8 9 10 11robotic prostatectomy anesthesia problems 7 8 9 10 11 12 18 19prostate cancer questions and answers 7 8 11 19robotic prostatectomy recovery 8 9 13 14 15 16what to expect after a prostate biopsy 10 11 15
Position Ranked for Term in Google
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ROI for Social Media “The problem with trying to determine ROI for Social Media is you are trying to put numeric quantities around human interactions and conversations…not possible.”
… “Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation?’”
–Steven Smith LinktoYourWorld.com
Social Media Marketing for Non-profits
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5 Points of ROI in Social Media
1. Increase mentions online and create inbound links to website
2. Improve overall keyword rankings and specifically the top landing pages
3. Increase traffic to website4. Build an online community5. Email capture and inquiries
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Internal/External Resources
1. Assign Internal Champion for Social Media
2. Establish Policies and Guideline Internally
3. Leverage Existing Content
4. Integrate with Traditional Marketing
5. Tracking Tools
Social Media Marketing for Non-profits
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social media…Next Step
1. Build Your Social Media Footprint (AP)
2. Promote Your Stories3. Listen, Monitor and
Engage4. Build Online Communities5. Recruit Volunteers 6. Recruit Donors
Social Media Marketing for Non-profits@Mint_Social - @blogster
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Matt O’Brien602.206.8089
[email protected] @Blogster
@Mint_Social - @blogster Social Media Marketing for Non-profits