3 when you think of social media? What do you think of STANFORD
GRADUATE SCHOOL OF BUSINESS
Slide 5
4 The 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
Slide 6
5 Why should you use social media? STANFORD GRADUATE SCHOOL OF
BUSINESS Everyone else is doing it We have to keep up with trends
Our brand needs to be young and hip
Slide 7
6 There 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 list 200%
increase in volunteer hours 50% improvement in donor engagement 75
personal stories from the community about our programs 1/3
reduction in junk food consumption by teens 45% increase in
awareness of important statistics
Slide 8
7 Many tools are low- or no-cost Puts non-profits on even
footing with for-profits Social media is important for non-profits
STANFORD GRADUATE SCHOOL OF BUSINESS Online identities yearn for
good There is great demand to identify with social causes
Personalize and amplify your message Social sharing increases
visibility for your cause in an authentic way
Slide 9
8 Understanding the social media landscape STANFORD GRADUATE
SCHOOL OF BUSINESS Social Networks Microblogging Blogging Videos
Photos Location
Slide 10
9 Understanding the social media landscape STANFORD GRADUATE
SCHOOL OF BUSINESS Q&A Link Shortening Social Promotions
Reputation Discovery Fundraising
Slide 11
10 It can be hard to know where to start STANFORD GRADUATE
SCHOOL OF BUSINESS
Slide 12
11 These are the most relevant social media platforms/tools
Heres what you need to know STANFORD GRADUATE SCHOOL OF BUSINESS In
a phrase: Put your whole life online Great for: Identifying with a
cause In a phrase: Short real time communication with anyone Great
for: Connecting directly with stakeholders In a phrase: The worlds
video repository Great for: Publishing meaningful content In a
phrase: Personally meaningful online advertising Great for: Running
social media campaigns
Slide 13
12 Likes Shares Social advertising Facebook STANFORD GRADUATE
SCHOOL OF BUSINESS
Slide 14
13 Tweets and Retweets Mentions (using @) Hashtags Twitter
STANFORD GRADUATE SCHOOL OF BUSINESS
Slide 15
14 A great way to tell your story Viral videos inspire people
to shareViral videos YouTube STANFORD GRADUATE SCHOOL OF
BUSINESS
Slide 16
15 Free promotions on brand new real estate Amplify your
message through supporters Bre.ad STANFORD GRADUATE SCHOOL OF
BUSINESS
Slide 17
Goals and Measurement 16
Slide 18
Define your goal 17 STANFORD GRADUATE SCHOOL OF BUSINESS Its
easy to get lost in tactics and forget about strategy
Slide 19
Goals for nonprofit social media marketing 18 STANFORD GRADUATE
SCHOOL OF BUSINESS Increase brand awareness Manage reputation
Generate audience engagement
Slide 20
Reminder: you are what you measure 19 STANFORD GRADUATE SCHOOL
OF BUSINESS Make sure you measure success based upon relevant
metrics
Slide 21
Have you heard of me? Fan & Follower counts Number of
Shares/Retweets Storytellers Potential reach Whos talking about me?
Influencer scores Demographic analysis Goal 1: Increase brand
awareness 20 STANFORD GRADUATE SCHOOL OF BUSINESS
Slide 22
What have you heard about me? Comment scanning and filtering
Trend collection Time to response Net Promoter Score Goal 2: Manage
reputation 21 STANFORD GRADUATE SCHOOL OF BUSINESS
Slide 23
How do we interact? Likes, comments, posts Shares and
(re)tweets App downloads and usage Votes Goal 3: Generate audience
engagement 22 STANFORD GRADUATE SCHOOL OF BUSINESS
Slide 24
3 Case Studies 23
Slide 25
Building an Audience The We Day Campaign Goal: 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 months 12.5% 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 Media Many companies that
ALREADY donate to nonprofits gain visibility if they couple their
donations with social promotions. - Momentus Media 24
Slide 26
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 years 88,189 Followers on Twitter Activate the
Crowd 25 STANFORD GRADUATE SCHOOL OF BUSINESS Goal: Use active
donors as an amplifier to spread the cause
Slide 27
Stay Focused 26 STANFORD GRADUATE SCHOOL OF BUSINESS Results:
Built up almost 600 Facebook Fans and 141 Twitter Followers
Connected with partner organizations and shared each others
successes. Through (re)tweeting, New Door was able to grow these
relationships Next Steps: Refine who the audience is, and who New
Door wants them to be Goal: Establish a social media presence and
learn how to engage with key stakeholders Tactic: 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
Slide 28
STANFORD GRADUATE SCHOOL OF BUSINESS Let's apply what we've
learned
Slide 29
Introducing: Kanisha Agarwal Jennifer Lu
Slide 30
Founded 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 SPCA 29 STANFORD
GRADUATE SCHOOL OF BUSINESS
Slide 31
1. Leverage 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 2. Drive conversion from comments,
Likes, and shares on social media to actionsi.e. volunteering,
donations, adoptions 3. Use social media to increase visibility and
attendance at special events like Macys Windows, Dogma, etc. 4.
Engage social media as part of the media mix for an effective
campaign against puppy mills San Francisco SPCA Social Media Goals
30 STANFORD GRADUATE SCHOOL OF BUSINESS
Slide 32
We will divide into 4 groups, each with one student
facilitator: Lets Begin 31 STANFORD GRADUATE SCHOOL OF BUSINESS
Your 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
Slide 33
Wrap-up and Questions 32 STANFORD GRADUATE SCHOOL OF
BUSINESS