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

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

IntroductionsJames Tinsley – [email protected]

Jim Tomczyk – [email protected]

Anneke Jong – [email protected]

What is Social Media?And why is it important?

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…when you think of social media?

What do you think of…

STANFORD GRADUATE SCHOOL OF BUSINESS

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The use of web and mobile technologies to turn the communication of information into an interactive experience.

What is social media?


• We’ve 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

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Why should you use social media?


“Everyone else is doing it”“We have to keep

up with trends”

“Our brand needs to be young and

hip”

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There is only one reason:

Because it helps you achieve a measurable goal.

Why should you use social media?


• 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

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Many tools are low- or no-cost

Puts non-profits on even footing with for-profits

Social media is important for non-profits


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

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Understanding the social media landscape


Social Networks MicrobloggingBlogging

Videos Photos Location

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Understanding the social media landscape


Q&A Link Shortening Social Promotions

Reputation Discovery Fundraising

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It can be hard to know where to start


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These are the most relevant social media platforms/tools

Here’s what you need to know…


• 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 world’s video repository”

• Great for: Publishing meaningful content

• In a phrase: “Personally meaningful online advertising”

• Great for: Running social media campaigns

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• Likes• Shares• Social advertising

Facebook


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• Tweets and Retweets• Mentions (using “@”)• Hashtags

Twitter


http://nonprofitorgs.wordpress.com/2009/10/29/10-popular-hashtags-for-nonprofits/

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• A great way to tell your story• Viral videos inspire people to share

YouTube


http://www.youtube.com/watch?v=LHGuofPUnLo&feature=player_embedded

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

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• Free promotions on brand new real estate• Amplify your message through supporters

Bre.ad



Goals and Measurement

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Define your goal

18STANFORD GRADUATE SCHOOL OF BUSINESS

It’s easy to get lost in tactics and forget about strategy

Goals for nonprofit social media marketing


Increase brand awareness

Manage reputation

Generate audience engagement

Reminder: you are what you measure


Make sure you measure success based upon relevant metrics

Have you heard of me?•Fan & Follower counts

•Number of Shares/Retweets

•Storytellers

•Potential reach

Who’s talking about me?•Influencer scores

•Demographic analysis

Goal 1: Increase brand awareness


What have you heard about me?• Comment scanning and filtering

• Trend collection

• Time to response

• Net Promoter Score

Goal 2: Manage reputation


How do we interact?• Likes, comments, posts

• Shares and (re)tweets

• App downloads and usage

• Votes

Goal 3: Generate audience engagement



3 Case Studies

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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 user’s 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

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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


Goal: Use active donors as an amplifier to spread the cause

Stay Focused


Results:

• Built up almost 600 Facebook Fans and 141 Twitter Followers

• Connected with partner organizations and shared each other’s 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


Let's apply what we've learned

Introducing:Kanisha AgarwalJennifer Lu

Founded in 1868, the San Francisco SPCA is one of SF’s 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


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 actions—i.e. volunteering, donations, adoptions

3. Use social media to increase visibility and attendance at special events like Macy’s 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


We will divide into 4 groups, each with one student facilitator:

Let’s Begin…


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 team’s strategy, and will receive feedback from the student facilitators.

James Tinsley Jim Tomczyk Rosaria Mannino Julian Jordan

Wrap-up and Questions
