Engage Online:

Social Media Tactics

That Work for Nonprofits

PRSANovember 9, 2010

Revolution or Fad?

http://www.youtube.com/watch?v=q2KooiDgYfA

The Original Social Networks

• 70’s: Discos• 80’s: Group Travel• 90’s: Wine Tastings

• 60’s: The Royal Order of the Water Buffaloes and…Book, Bridge, Garden Clubs

Today, It’s a Digital Party

• Blogs• E-mail marketing• Mobile marketing

– Apps– Coupons– Shopping

• Social media– Facebook, Twitter,

YouTube, Flickr

• Web TV

Word of Mouth Visualized

Conversation Prism

Mind Blowing Stats• 20,000,000

• People who become fans of Facebook pages per day

• 50,000,000• The average number of Tweets per day on Twitter

• 100,000,000• Active users accessing Facebook through their mobile

devices

• 2,000,000,000• The number of YouTube videos viewed per day. A new video

is uploaded every minute/24 hours a day

• 4,000,000,000• The number of photos archived on Flickr (10/09)

• 5,000,000,000 • The amount of content shared each week on FB

Social Media Use by NPOs

• 51% of NPOs are active users of SM• 67% say SM is changing how they communicate

with broad external audiences, but not stakeholders• 52% do not currently have the infrastructure, staff

and expertise to take full advantage of SM’s potential

• 83% of NPO executives understand that SM makes it easier for supporters to organize independently – underscoring how critical it is for NPOs to demonstrate their value and relevance to advocates

• 79% said the true value of SM has yet to be determined for their organizations

Role of Digital in NPOs• Outreach and

engagement with prospects

• Deepens supporter relationships

• Stems attrition

• Provides richer experience• Allows for 2-way dialogue and

engagement• Emergency fundraising• Instantaneous and flexible

Social Media Builds Brands

How do nonprofits engage online?

1. Start With Listening• Looking for PR and marketing

opportunities?• Surveying?

– Conducting focus groups?

• Using information gathered as an early warning system for issues?

• Acting on findings?• Tracking social media mentions

and sentiment?• Aligning metrics with internal

goals?

2. Move to Conversation

• Market “the emotion” vs. just the brand

• Use news to generate conversations

• Create a sense of urgency– ‘A donation today will help’

vs. we need your help year-round

• Continually promote benefits of services/programs

3. Turn Talk Into Action

• Convert interest into action• Inform and motivate prospects• Encourage viral marketing• Ask for the “membership order”

Best Practices

Keep your database clean and segmentedKnow your keywordsTailor messages to targets and test for

successMake it personalUse emails, social media, landing web pages

Reach your “1%ers”– Get your evangelized customers to sell for you

Encourage rating and reviewsCollaborate for new programs & services Integrate with your marketing plan

• Clearly outlined goal:– Establish ACAC as a go-to

destination– Drive traffic, membership,

sponsorship

• Next Step: Objectives– Measurable

• Increase– Media coverage by 25%– Sponsorship by 2%– Traffic by 28%– Younger audience– Increase facility rental

by 10%

• Strategies are the behavioral actions you want your audiences to take

• E.g., – Define and increase

media targets to gain added coverage

– Use social media to engage and educate a younger audience

– Etc.

Integrated Marketing Plan

• Tactics– Actual steps to accomplish strategies– Define responsibilities and time frames

Marketing Dashboard

Case Studies

Atlanta Botanical Garden• Challenge

– Drive 158,000 visitors through exhibition in six months in recession

– Obtain 10 million media impressions in three months

• Solution– Branded, integrated campaign– Launched social media platforms– Produced comprehensive media

relations program• Results

– Exceeded visitation goal by 20K– Media impressions = 28 million in

6 months, a $370,000 ad value– FB page boasted 4,300 fans

Imagine It! Children’s Museum

• Challenge– Grow Facebook fans from 300 to 1,000– Raise awareness of next big exhibit,

Curious George: Let’s Get Curious

• Solution– 6-weeks of contests to engage fans

• Curious George trivia, how are kids curious?, rainy day fort photos and more

– Posted contest on media websites– Engaged mommy bloggers

• Results– >700 new fans – for a total of 1,002– Secured 17 million impressions on

35+ blogs and online event listings

AMA Atlanta• Challenge

– Launch social media for the chapter• Solution

– Created Facebook, Twitter, blog and LinkedIn (members only)

– Marketing Tapas blog links to FB and Twitter

– Integrating Web site’s Jobs and News sections into LinkedIn

– Launching a Twitter promotion to coincide with membership drive

• Results – in 1 year, AMA Atlanta has:– 500+ Facebook fans– 1,073 Twitter followers – helped to grow

event attendance from 80 to 169– 2-3 blog posts per month

Media’s Use of SM

• An overwhelming majority of media use social media sources for researching their stories

• 56% say social media is important for reporting and producing the stories they write

• All journalists are using Google, followed by 61% using Wikipedia for online research

• 89% of journalists make use of blogs for online research, while 96% turn to corporate websites

Using SM in a Crisis

• News spreads lightning fast

• People demand hyper-transparency

• Dialogue is as critical as message delivery

• Brand detractors have same tools

Portions from Ogilvy On: Social Media for Crisis Management

Sharing

CRISISHITS

Mainstream

0 Hour

Hour 6

Hour 12Hour 18

Blogs

Hour 24

Search

Editorial

#1 - Speed

The First 24 Hours

Micromedia

Ogilvy On: Social Media for Crisis Management

Using SM in a Crisis

• Monitor all relevant consumer generated media, not just traditional media

• You may need to react fast – in a matter of hours, not days– Experience in social media will help

• Have a streamlined approach and a team in place– Know how you will “speak”

• Respond in the channels being usedPortions from Ogilvy On: Social Media for Crisis Management

Measuring Social Media

• Set your metrics in Dec.• Only measure information that is

valuable to your organization– Create a dashboard – fans, followers,

mentions – growth by month

• Write down the definition of success – knowing it may change over time

• Work with an agency that has access to a paid measurement system– Costs could range from $60 -

$240/month

Be Flexible

• Change tactics with new technology• Facebook is the platform to beat now

Pip.io

What’s Next in Social Media

Social CRM is a part of social business that helps companies make sense of (and then act on) the data they collect from social customer interactions.

Social CRM

Conclusions

• Nonprofits can deliver an experience• Use the emotional tie and communicate that

via your social media and digital channels• Make sure it’s easy to give via your website

– People spend 80.3% of their time on web pages above the fold

• Change the way the organization looks at ROI• Conversations = conversions• Know your benchmarks - http://e-benchmarksstudy.com/

Resources• Slideshare.net

– http://www.slideshare.net/wssocialimpact/social-impact-nonprofit-social-media-survey

• Smart Briefs on Social Media• Mashable• How to use Facebook Causes to Grow Your

Nonprofit• Social Media Measurement

– Twitalyzer– How Socialable?

• Blog: Causes Exchange

Contact UsSharon Goldmacher, President & CEO

sgoldmacher@c21pr.comRenee Spurlin, Director

rspurlin@c21pr.com

www.c21pr.com http://cwordblog.wordpress.com/

www.facebook.com/c21prwww.twitter.com/c21pr

404. 814.1330