working with a social media agency - a non-profit client's perspective
DESCRIPTION
In October 2010 I co-presented with New Media Strategies at a Non-Profit seminar. Our session was about the Not-Profit client perspective on working with a social media agency.TRANSCRIPT
Special OlympicsBe a fan
Social Networking: A Client’s PerspectivePrepared for 4th Annual Education Leadership SummitOctober 14, 2010
Welcome!
Special Olympics intro to social media
How we met New Media Strategies
What we were looking to do
Cost investment
Return on investment
Ongoing relationship
Lessons learned
Q&A
Our categories for today are…
Into a Brave New World
In 2008 we re-launched www.specialolympics.org complete with an online community
Does this sound familiar?
Community and Social Media are the same
Get a profile everywhere!
Just have that marketing guy do this
All your job responsibilities before the world went social
Hi, How May We Help You?
March 19The infamous Jay Leno Show gaffe.
March 31First National Day of Awareness for R-word Campaign.
• Make a pledge on http://www.r-word.org/
• Tweet with the hashtag #rword: “I pledged to end the use of the r-word today – can you? http://www.r-word.org/ #rword.”
• Join the End the R-Word Facebook Event and Cause Page
• Donate your Facebook Status on 3.31: “I’ve pledged to end the R-word at http://r-word.org”
• Update your personal Facebook picture with this image.
• Participate in an hour-long Tweetchat about the use of the r-word
• Watch the videos, rate & favorite: http://www.youtube.com/EndtheRword
The NMS Strategy
“I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama
Our Strategy
Three stagesStage OneLeverage the spotlight on Special Olympics thanks to President Obama’s comment to generate conversation and debate about prevailing attitudes and misperceptions of people with intellectual disabilities. This included highlighting the public debate of language reflecting attitude and private higher level asks to the White House. Publicly we were able to equate a dismissive attitude toward our athletes’ abilities with the casual use of the word ‘retard’ which set up our call to action to take the pledge at www.r-word.org on the first national day of awareness, 3.31.09.
Stage TwoRinse, wash and repeat. We focused on tracking, reporting, and highlighting all the R-word pledges, blogs posts, online conversations and grassroots action taken on and around the 3.31.09 day of awareness. We also thanked as many supporters as we could which helped to reinforce all the activity that had been taken.
Stage ThreeThis is where we began to turn the conversation about the R-word campaign into a broader message about, and an entry point into, Special Olympics. Now that you’ve pledged, here are five things you can do – volunteer locally, hold a youth rally, invite someone with ID to sit at lunch with you in school, coach, play a Unified sport.
Show them the money!
Why can’t we do this in-house?
Benefits of Partnering with Agency• Army of online brand ambassadors• Rolodex of influencers• Tracking tools• In-depth reports• Staff time• They’ll promote their work with you
Structured the justification to meet goals of a department with available budget
Secured a budget for 3.31.09 campaign of $75,000
At the End of the Day
Results Impressions, Referrals, Pledges, New Supporters
Monthly Brand Perception Reports
Executive Summaries
Detailed Breakdowns of OnlineConversations and Audience
Intangibles
3.31.09• 3.8 Million Impressions • 55,000 Facebook
users • 10,000+ Pledges • 100+ Blog Posts• 1,200 Tweets • 16,000 Video Views
Proof is in the Numbers
How do you know NMS was making a difference?
The Ongoing Relationship
Touch Points
Staff and field training
Upcoming initiatives
Potential funding
Lessons Learned
There is no substitute for time spent in this space, be it staff, consultants or agency of record, you just can’t substitute for the value of total immersion.
Influence the influencers – internally and externally
Pick your battles for arguing to go in-house or out-of-house
You are the organizational expert – own it.
Listen, borrow, copy and craft from others – but don’t be afraid to knock over some sand castles.
Still learning how to keep up with the new fun things to keep Special Olympics updated and relevant
Where did that come from?
No. 2 Act.ly petition all-time, accounted for majority of “EKS Acts”
www.specialolympics.org/EKSDay
Mirror, mirror on the wall…
The lingering after effects
Significant spike in follower numbers and traffic referrals around NMS work.
Success breeds more success - creating opportunities for dedicated funding and initiatives
Sharpened skills and by extension the effectiveness of our online brand presence
Raised Special Olympics profile among non-profit peers
Ask and you shall receive…
QUESTIONS?
Contact Ryan
Ryan EadesManager, Online Brand CommunicationsSpecial Olympics International
Phone: 202-824-0292Email: [email protected]: @ryan2499Skype: ryan2499Linkedin: www.linkedin.com/in/ryaneades
