Building Your Base with Social Media | Columbus American Marketing Association Presentation

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On September 2, 2009 I delivered a presentation to the Columbus chapter of the American Marketing Association about how I\'ve been leveraging social networking at Mid-Ohio Foodbank to communicate brand awareness and promote its mission, as well as how I\'m using social media to connect with volunteers and (eventually) raise dollars.

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BUILDING YOUR BASEMID-OHIO FOODBANK’S SOCIAL MEDIA EXPERIENCE

September 2, 2009

Who is Mid-Ohio Foodbank?

Mid-Ohio Foodbank is dedicated to feeding hungry people by: Collecting Educating Advocating Collaborating

http://hungerrelief.tyson.com/

Food BanksWarehouse&

distribution operationHunger education &

advocacy

AgenciesFood pantries

Meal sitesShelters

Backpack programs

Donors•Food producers•Food retailers•Farmers•Individuals•Food drives

Government commodity distribution programs

Families & individuals in need

Why are we participating?

It’s how we’re all communicating…

Be present & participate

Communicate with the masses

Learn about audience Volunteers Donors Community

US Brand Marketers Who Use Social Media Marketing, June-July 2009 (% of respondents)

Yes, it’s currently part of our marketing activity 59%

We are planning to implement social media in:

- next 3 months 13%

- 4-6 months 7%

- next 7-12 months 3%

- 12 months or longer 5%

- No, we’re not using/planning to use social media 13%

Source: Equation Research, “2009 Marketing Industry Trends Report,” August 18, 2009

www.emarketer.com

Our Approach:

Photo on Flickr by Aaron Webb

Our Approach

PURPOSE

Awareness

Volunteers

Raise funds

Advocates

Where can you find us?

www.facebook.com/midohiofoodbank

www.youtube.com/user/MidOhioFoodbank

www.flickr.com/photos/mid-ohiofoodbank

@mid_ohfoodbank

Social media power users of both age brackets have used social media to discuss philanthropy.

Trust in social media is significant among social media savvy would-be donors.

–Philanthropy2.0 Study

Organizational Impact

Success Stories

Learn more about affiliated organization

Info on causes of interest

Info on financial accountability

Age 30-49 80% 74% 71% 79% 43%Age >50 86% 80% 80% 78% 47%

Conversation & Trust

How is Mid-Ohio Foodbank using it?

Education & awareness

Volunteer & donor recognition

Listen, monitor, research & respond

Event promotion

FoodFight6.30

Tools:

Measurable Results

Web Traffic Visits increased by 2000%, day of

Tweets (including hashtag)

199

Facebook invitation Invited 395Wall Posts 11Confirmed Guests 88Maybe Attending 90

YouTube 88

Blog mentions 6 including popular foodie bloggers

Pitchengine.com 426 views

Press 3 including10tv, 614 magazine & Columbus Underground

About USx8

Text USx8 to 90999 to donate $5 to Mid-Ohio Foodbank – reply YES to confirm donation

$5 helps feed an Ohio family for a day

Fight with $5 USx8 kickoff event

Tools:

Measurable Results

Attended +/- 25

Money Raised $200

Clicks/Views of photo invitation (tr.im)

145

Facebook Invitations 362Respondents (yes, no, maybe) 162Wall posts 8

Tweets (using hashtag)

70

Has it worked?

“To figure out what to measure, nonprofits must engage their stakeholders, research meaningful metrics and experiment with trial and error”. 

- Jason Saul via http://beth.typepad.com

How do you measure awareness?

No dollar amount; so measure online presence Social media audit Measure BEFORE and

after Good benchmarking

Has it worked?

So what ARE we doing:

Identifying influencers

Learning: what works & what

doesn’t how to craft effective

messages or calls to action

“Relationship building lays groundwork for future campaigns to raise time, money, and blood.”

- Beth Kanter, http://beth.typepad.com

Non-profits & social media

Question Social NetworksWhat is the primary purpose of the community?

Marketing (80.5%)

How long have you had your *community?

1-24 months (93.8%)

How much fundraising revenue have you raised from your community over the preceding year?

Not fundraising (61.1%)

For those nonprofits without a community of this type, what is the primary reason?

Do not have the expertise in-house (44.3%)

www.nonprofitsocialnetworksurvey.com

* Facebook

Non-profits & social media

1) NPOs are allocating real resources, staff & budgets

2) Very little real revenue generated

3) Facebook is the most popular 39.9% have raised money

29.1% raised $500 or less over past 12 months

4) More than 1/2 intend to increase project staffing into

2010

5) Communications & marketing departments most likely to

own efforts

What’s next?

www.kimokards.com

What’s next?

FRIENDraising is common Relationships are

priceless Listen & learn

Strategies change All NPOs are

different Not for every donor

Launch a blog Implement

fundraising platform

Create/encourage more content

Think outside of the box

Lessons Learned Future Plans

The Purpose

Building a community: Advocates Those with a

common interest Like-minded Representatives

Local non-profits

Operational Shifts

Operational Shifts

New space to communicate Incorporating into other Foodbank

programs Resource

Ideas /collaboration Building network & deeper relationships Still exploring fundraising opportunities

Trial & error Direct web traffic

Questions?

Christina L. Christian

cchristian@midohiofoodbank.org

@christina_lynn

www.linkedin.com/in/ChristinaChristian

www.facebook.com/ChristinaChristian

Contact

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