Social Technology for Social Good: How Non-Profits Can Use New Media to Achieve Their Goals

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Social Technology for Social Good: How Non-Profits Can Use New Media to Achieve Their Goals. Introductions. James Tinsley Jim Tomczyk Anneke Jong j What is Social Media?. - PowerPoint PPT Presentation


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Social Technology for Social Good: How Non-Profits Can Use New Media to Achieve Their GoalsIntroductionsJames Tinsley tinsley_james@gsb.stanford.eduJim Tomczyk tomczyk_jim@gsb.stanford.eduAnneke Jong jong_anneke@gsb.stanford.eduWhat is Social Media?And why is it important?

3when you think of social media?What do you think ofSTANFORD GRADUATE SCHOOL OF BUSINESS

4The use of web and mobile technologies to turn the communication of information into an interactive experience.What is social media?STANFORD GRADUATE SCHOOL OF BUSINESS

Weve digitized the social graph

Connections and networks are now recorded online Why social media changed the game:

Makes things personal

Improves the user experience

Facilitates connections

5Why should you use social media? STANFORD GRADUATE SCHOOL OF BUSINESS

Everyone else is doing itWe have to keep up with trendsOur brand needs to be young and hip

6There is only one reason:Because it helps you achieve a measurable goal. Why should you use social media?STANFORD GRADUATE SCHOOL OF BUSINESS

10,000 new sign ups for the mailing list200% increase in volunteer hours50% improvement in donor engagement75 personal stories from the community about our programs1/3 reduction in junk food consumption by teens45% increase in awareness of important statistics

7Many tools are low- or no-costPuts non-profits on even footing with for-profitsSocial media is important for non-profitsSTANFORD GRADUATE SCHOOL OF BUSINESS

Online identities yearn for goodThere is great demand to identify with social causes

Personalize and amplify your messageSocial sharing increases visibility for your cause in an authentic way

8Understanding the social media landscapeSTANFORD GRADUATE SCHOOL OF BUSINESS

Social NetworksMicrobloggingBloggingVideosPhotosLocation

9Understanding the social media landscapeSTANFORD GRADUATE SCHOOL OF BUSINESS

Q&ALink ShorteningSocial PromotionsReputationDiscoveryFundraising

10It can be hard to know where to startSTANFORD GRADUATE SCHOOL OF BUSINESS

11These are the most relevant social media platforms/toolsHeres what you need to knowSTANFORD GRADUATE SCHOOL OF BUSINESS

In a phrase: Put your whole life onlineGreat for: Identifying with a causeIn a phrase: Short real time communication with anyoneGreat for: Connecting directly with stakeholdersIn a phrase: The worlds video repositoryGreat for: Publishing meaningful content

In a phrase: Personally meaningful online advertisingGreat for: Running social media campaigns

12LikesSharesSocial advertisingFacebookSTANFORD GRADUATE SCHOOL OF BUSINESS

13Tweets and RetweetsMentions (using @)HashtagsTwitterSTANFORD GRADUATE SCHOOL OF BUSINESS

14A great way to tell your storyViral videos inspire people to shareYouTubeSTANFORD GRADUATE SCHOOL OF BUSINESS

15Free promotions on brand new real estateAmplify your message through supportersBre.adSTANFORD GRADUATE SCHOOL OF BUSINESS


Its easy to get lost in tactics and forget about strategyGoals for nonprofit social media marketing18STANFORD GRADUATE SCHOOL OF BUSINESS

Increase brand awareness

Manage reputation

Generate audience engagementReminder: you are what you measure19STANFORD GRADUATE SCHOOL OF BUSINESS

Make sure you measure success based upon relevant metricsHave you heard of me?Fan & Follower countsNumber of Shares/RetweetsStorytellersPotential reach

Whos talking about me?Influencer scoresDemographic analysisGoal 1: Increase brand awareness20STANFORD GRADUATE SCHOOL OF BUSINESS

What have you heard about me?Comment scanning and filteringTrend collectionTime to responseNet Promoter ScoreGoal 2: Manage reputation21STANFORD GRADUATE SCHOOL OF BUSINESS

21How do we interact?Likes, comments, postsShares and (re)tweetsApp downloads and usageVotesGoal 3: Generate audience engagement22STANFORD GRADUATE SCHOOL OF BUSINESS


Building an Audience The We Day CampaignGoal: Capture the excitement and Fanbase of We Day into a re-marketable group, so they could have a relationship with the kids throughout the year, not just on We Day.Tactic: Leveraging an existing donation, We Day promised Facebook users that for every Like, $1 would be donated to the cause. Every Like was rebroadcast in a users Facebook feed generating countless earned media impressions.Results: from 0 to 500,000 Likes in four months12.5% of Canadians 13-25 years old have become fans Can now reengage w/ those users, promote agendas, promote adjacent organization agendas

Many companies that ALREADY donate to nonprofits gain visibility if they couple their donations with social promotions.- Momentus Media24

Tactic: After making a donation, DonorsChoose will mention that donor in their twitter feed. Donors then retweet that mention in order to show their association with the organization, spreading the message throughout their social graph.Results: Due to friend influence, for every $1.00 donated, DonorsChoose will get $1.50 over the next 3-4 years88,189 Followers on TwitterActivate the Crowd25STANFORD GRADUATE SCHOOL OF BUSINESSGoal: Use active donors as an amplifier to spread the cause

Stay Focused26STANFORD GRADUATE SCHOOL OF BUSINESSResults: Built up almost 600 Facebook Fans and 141 Twitter FollowersConnected with partner organizations and shared each others successes. Through (re)tweeting, New Door was able to grow these relationshipsNext Steps:Refine who the audience is, and who New Door wants them to beGoal: Establish a social media presence and learn how to engage with key stakeholdersTactic: Beginning with Facebook, YouTube, and Flickr, and then moving to Twitter, New Door found new ways to connect with its stakeholders to share updates about its day-to-day operations, celebrate its successes, and link with similar organizations

Let's apply what we've learnedSTANFORD GRADUATE SCHOOL OF BUSINESS

Introducing:Kanisha AgarwalJennifer LuFounded in 1868, the San Francisco SPCA is one of SFs most respected institutions and a national leader in innovative programs to save homeless dogs and cats.The SF SPCA is committed to trying to find a home for every adoptable animal taken into the shelter. Each year it finds homes for thousands of dogs and cats.The SPCA veterinary hospital currently provides care to as many as 30,000 animals each year, and it produces a financial surplus that helps fund other SPCA services.About the San Francisco SPCA29STANFORD GRADUATE SCHOOL OF BUSINESSLeverage social media to raise awareness of our veterinary hospital everyone knows the SF SPCA as a shelter/adoptions center but few know about the hospital Drive conversion from comments, Likes, and shares on social media to actionsi.e. volunteering, donations, adoptions Use social media to increase visibility and attendance at special events like Macys Windows, Dogma, etc.Engage social media as part of the media mix for an effective campaign against puppy millsSan Francisco SPCA Social Media Goals30STANFORD GRADUATE SCHOOL OF BUSINESSWe will divide into 4 groups, each with one student facilitator:Lets Begin31STANFORD GRADUATE SCHOOL OF BUSINESSYour team will have 25 minutes to come up with a social media strategy to meet its goal.

At the end of 25 minutes, each team will have 1-2 people present their teams strategy, and will receive feedback from the student facilitators.James TinsleyJim TomczykRosaria ManninoJulian Jordan