Madison  Non  Profit  Day,  August  11,  2011  Kelly  Parks  Snider,  ProjectGirl  Co-­‐Founder  

Wendy  Soucie,  Principal  WSC  

©  Copyright  2009    Wendy  Soucie  ConsulGng  LLC  -­‐  All  Rights  Reserved  

ProjectGirl.org:  Case  Study:  How  to  use  Social  Media  to  Mobilize  

and  Win  a  Grant    

©  Copyright  2009    Wendy  Soucie  ConsulGng  LLC  -­‐  All  Rights  Reserved  

What  is  social  media?  

social  media:  conversaGon  via  the  Internet    used  to  create  shared  value    

for  parGcipaGng  consumers  and  businesses    

It’s  about  connecGng  with  people        

LinkedIn  

 105  4/09    30,500  02/11         Website  

TwiZer  Directory    

Best  Buy  @15  

©  Copyright  2009    Wendy  Soucie  ConsulGng  LLC  -­‐  All  Rights  Reserved  9  

!  228  Million  in  US  using  !  74.1%  of  US  Pop.    !  130  M  social  network  users  !  Ave  age  of  user  is  32  yrs  

Social  media  landscape  

6  

Build  a  Social  Media  Business  Strategy  Goal  16,000  b  

Strategy  

Tools  

•  GOAL:  Win  the  highest  %  of  the  vote  for  program  funding  

 •  OBJECTIVE  1:  Be  Trusted;  Educate  trainers  and  parents;  be  fun,  sassy  and  relate  to  the  kids;  make  it  fun  

•  OBJECTIVE  2:  Drive  youth  to  www.at  15.com  Website,  ask  for  votes  for  “Best  Nonprofit”,  Gme  sensiGve  contest.  

ProjectGirl.org  (NonProfit)  

ProjectGirl.org  

•  STRATEGIES:  Get  known  quickly,  give  youth  reasons  to  parGcipate,  be  visible  to  adults,  trust  and  brand  

•  AUDIENCE:  children  and  young  adults  13-­‐21,  parents,  educators,    business  professionals      

Copyright 2011 Wendy Soucie Consulting LLC | www.wendysoucie.com

 •  Build  profiles  where  adults  

hang  –  let  them  know  we  can  be  trusted  

•  Tell  the  ProjectGirl  kids’  stories    

•  Share  content  created  by  kids    

•  Entertain  and  inform  •  Ask  for  registraGon  and  vote  •  Empower  kid  evangelists  •  Make  things  very  shareable  

Know  Your  Goal                Build  Your  Strategy  

http://bit.ly/hmCudD How to Leverage Social Media Optimization!

 

Personalized  and  Targeted  Email                  is  Social    

Entertain  and  Inform  

•  NO  Flash    •  Html  for  searchable  text  

•  Search  engine  opGmizaGon  for  every  page  

ProjectGirl.org  (NonProfit)  

IdenGfy  Influencers  

Blogs  

Yahoo,  Delicious,  other  niche  

sites  LinkedIn  

FaceBook  

TwiZer    

YouTube    

hZp://www.wendysoucie.com/social-­‐media/citrixwebex-­‐social-­‐media-­‐assessment-­‐by-­‐social-­‐media-­‐academy-­‐alumni/  

Understand  Your  Audience  

! Technographics  !  Demographics  !  Influencers  

RegistraGon  &  Drive  Votes  

ProjectGirl.org  -­‐  TacGcs      

Copyright 2011 Wendy Soucie

Consulting LLC | www.wendysoucie.c

om

Email Campaign

Group

Page & Profile

Trust  

Source:    Beth  Kantar  

Time,  tools  and  tacGcs  

Share  ProjectGirl  content  via  

blogs  

©  Copyright  2009    Wendy  Soucie  ConsulGng  LLC  -­‐  All  Rights  Reserved  

Social  Networking  

What?  • On-­‐line  community  that  builds  social  relaGons  among  people,  with  shared  interests  • Profile  is  required  to  see  or  parGcipate  • Networks  can  be  small/large,  social/business  or  all  of  these  •   Web-­‐based  interacGons  with  text,  presentaGon,  video  ,  or  photos  depending  on  site  How?  • Connect  with  people  • Contribute  content  of  value  to  your  network  • ParGcipate  through  comments,  quesGons,  answers    

Where?  • FaceBook.com  • LinkedIn.com  • Fastpitch.com  • Ecademy.com  

Building  Community    

Empowering  Evangelist  

The  kids  share  their  stories  

Results!  

©  Copyright  2009    Wendy  Soucie  ConsulGng  LLC  -­‐  All  Rights  Reserved  

6  ways  social  media  can  improve    “business  as  usual”      

1)   Expanding  the  conversaGon  before  and  beyond  the  donaGon  or  call  to  acGon  

 2)  Developing  relaGonships  with  online  influencers    3)  Discovering  hidden  knowledge  to  increase  online  effecGveness  

©  Copyright  2009    Wendy  Soucie  ConsulGng  LLC  -­‐  All  Rights  Reserved  

6  ways  social  media  can  improve  “business  as  usual”  (cont.)    

4)  Sharing  valued-­‐added  content  in  mulGple  ways  across  mulGple  channels  

 5)  CollecGng  Gmely  feedback  from  current,  potenGal,  past  and  lost  donors,  clients  

     6)  Understanding  important  issues  relevant  to  your  target  audience  

Stay  nimble  

Strategic  Alliances  –  Joint  Ventures  •  Wendy  Soucie  ConsulGng  -­‐  Principal  •  Social  Business  ConsulGng  Group  (Sobizco)    -­‐  founding  partner  

•  End  Result  MarkeGng  •  Nurture  markeGng,  research,  social  media  

•  Social  Media  Academy    •  CerGfied  Social  Media  Consultant  •  Founding  Gold  Member    and  Alumni  •  Black  Diamond  Consultant  •  Social  Media  Academy  Faculty  2011  

•  Xeesm  –  Social  CRM    –  Business  Partner  –  Wisconsin  

•  Photo  credits  Istock  Photo