social media, social good
DESCRIPTION
Social media supports social good; how nonprofits and companies can use social media to support causesTRANSCRIPT
What are we talking about?
Social media isn’t:• Traditional
marketing “digitized”
• Quick sales• Free• Stand alone
Social media is:• Insightful• Conversational • Strategic• Valuable … when
done correctly
74% more positive impression of the company/brand
Online Interactions Shift Attitudes
72% stronger connection to a company/brand
Source: eMarketer
Source: Forrester Research, Inc.
Social Media Trends
• 17% of online time is spent on social networks
• Social media is more popular than email• More Facebook users 26-55 than 18-24• Online donors tend to be more affluent • In 2010, 50% of marketers will
incorporate social media
A Perfect MatchNonprofits are in the relationship business
Conversations drive conversions
Social media strengthens relationships
Social Good Case Studies
Does it really work?
Community Crisis Center
• Community Crisis Center• Situation: Raise $150,000 or close• Sarah Evans (@prsarahevans) “donated”
her massive online presence to the cause • Integrated approach:
– E-mail & letter to donors and friends of the Crisis Center
– Online appeal via Twitter, Facebook, Seesmic, PRsarahevans.com, YouTube and CrisisOvernight.org
#CrisisOvernight• Result: Raised $160,000+ in 3 weeks
Coalition for the Homeless
• Overall Goals:1.Change perspectives on homelessness2.Secure additional donations3.Drive attendance to events
• Blog, Twitter, Facebook• Identified a staff person to connect
with local residents and businesses
Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.
Orlando “Can” Care Challenge• Situation: Drastic
decrease in food donations
• Idea: Food drive powered by social media
• Goal: 400 lbs. Implementation:– Announced online– Blog, Twitter, Facebook,
Flickr
• Result: Raised 1,000+ lbs
Case Study:CbusHope4Hait
i
• Needed to mobilize quickly– TV stations, Dispatch,
MediaSource organized• Integrated social
media:– Facebook– Twitter– Blogger outreach
Call to Action
… shared on Facebook
… shared on Twitter via #CbusHope4Haiti
In Just a Few Days …
• 206 Twitter followers• 905 Facebook fans• 2,000+ social interactions• ~30 traditional media hits• ~15 blog posts
$155,000
Case Study: Geben Gives
… shared on Twitter
… shared on Facebook
… nearly 8,000 votes later
Photo Credit: First Monday, Orlando Chamber of Commerce
“The influx of charities and nonprofits to
platforms like Facebook and Twitter could
result in noise, congestion, and outright
apathy. Spreading awareness of a good
cause grows difficult when that good
cause starts to seem like spam. If one
tweet after another is seeking donations,
people might just get fed up.”-- Caroline McCarthy, CNET
“After six solicitations a year, the likelihood for long-term loyalty diminishes significantly.”
-- George Rubanenko, Blackbaud
Be Strategic
Step 1: Identify goals & purposeStep 2: Create measurable goalsStep 3: Research and listenStep 4: Develop a networkStep 5: Integrate online and offlineStep 6: Measure ROI and ROE
Better Online Fundraising
• Don’t overwhelm by trying to save the world
• Know your audience• Specific, understandable,
digestible• Engaging• Participatory
Credit: www.prsarahevans.com
Better Online Fundraising
• Recognize donors and other contributors• Make it easy to donate • Meet a real need• Combine crowdfunded (small amounts,
large group of people) with large donations
• Start or enhance a movement• Team effort
Credit: www.prsarahevans.com
More Info
Slides & links:GebenCommunication
.com/Westerville
Blog: bit.ly/prtini
Collaboration. Integration. Social Good.
Heather [email protected]
prtini.comtwitter.com/prTini
linkedin.com/in/heatherwhaling