Implementing A Social Media Marketing Program

Implementing a Social Media Marketing

Program for Fundraising

“We need to be on Facebook.”

This is not a social media marketing plan.

Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise its not better.

Overheard by Avinash KaushikAnalytics Evangelist, Google

Ask yourself... How can social media support our marketing and fundraising objectives?

Ask yourself...

“The minute you talk, people will expect you to listen.”

What do donors look for in philanthropic social media?• information from a highly credible or quality source• a trusted organization• interacting with other donors• interact with philanthropic experts

- Community Philanthropy 2.0 Survey, Mashable

Josh Bernoff - June 2009“Why marketers have troublewith full-duplex social technology”

Stop thinking “campaigns” and start thinking “conversations.”

Marta KaganManaging Director, Espresso

What do my donors want from me?

Social Media Toolbox

Peter Kim - wiki.beingpeterkim.com

Choosing the right tool for the jobWhat are you trying to do?

Inspire

Choosing the right tool for the jobWhat are you trying to do?

Connect

Choosing the right tool for the jobWhat are you trying to do?

Communicate

Choosing the right tool for the jobWhat are you trying to do?

Communicatein real time

Case study Facebook DonorBadgeUC Berkeley New Alumni Challenge

Case study Facebook DonorBadge

Case study Facebook DonorBadge

Case study Facebook DonorBadge

Case study Facebook DonorBadge

Metrics Sept 2009

Oct 1-27, 2009

Total number of online donors 613 391

Donors who used donorbadge 81 (13%) 68 (17%)

Donors who shared on Facebook Newsfeed

47 (8%) 31 (8%)

Potential no. of friends reached via Newsfeed (avg. no. of friends per donor = 130*)

6110 4330

No. of conversions to Giving Site 55 40

Potential additional gifts (@ $150 / donor)

$8,250 $6,000

* Facebook Statistics

Case study Facebook DonorBadge

DT ’04, ’07 25 25 25

NC ’05 200 50

MC '05, '07 50 25 75 25

MS '08 25

GL '08 25 10

MK '04 25 30

CL '07 30

MC '64 200 1,000 25 75

LL '08, '09 60

MC '07 50 25

LY '09 125 29 100

Case study Facebook DonorBadge

Benefits:

• extends the network of donors

• creates word of mouth momentum

• increases participation through peer influence

• engages young alums through social networks

• enriches giving experience with personal touch

Case study Burma: It Can’t Wait

Goals:

• branding/outreach campaign

• educate and promote action

• raise awareness and support

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Case study Burma: It Can’t Wait

• 50 videos distributed on YouTube

• celebs educating and asking for public support

• videos direct traffic to microsite

Case study Burma: It Can’t Wait

• microsite provides additional information about Burma

• encourages people to spread the word about conditions

• invites people to help raise money to support relief efforts

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Case study Burma: It Can’t Wait• facebook app provides info on campaign

• encourages word-of-mouth marketing, participating

• link to support campaign

Case study Burma: It Can’t Wait

Results:• 1M+ views of videos

• video embedded in 100s of blogs

• coverage in NYT, LA Times

• facebook app had 2x average friend-acceptance rate

• microsite had 6:48 minute average user engagement

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Case study #BeatCancer

Social media rules to live by

• be a “who” not an “it”• establish trust• listen and learn• create social media policy• manage risk• collect data• experiment, lightly

Social media rules to live by

be a “who” not an “it”

Social media rules to live by

establish trust

Social media rules to live by

Listen and learn

Social media rules to live by

Create a social media policy

loss of trustcommunity backlashlegal action

Manage risk

Social media rules to live by

Collect data

Social media rules to live by

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“Social Media Measurement: It's Not Impossible”Journal of Interactive Advertising

Chris Murdough, Mullen Advertising

Collect data

Social media rules to live by

Innovative measurement techniques:

Facebook campaign that counted how many women were willing to make a statement online about cervical cancer

Marketers at Dell seeing if searches on their products were more likely to land on their own blogs than on negative reviews.

Josh Bernoff, Forrester Research

Social media rules to live by

Experiment lightly, or

“Try again. Fail again. Fail better.”

• One-off student-made video vs.

expensive flash campaign• Test with emerging technology vs.

contract with established vendor• Interact with community before putting

up Facebook Fan page

Social media: worth the investment?

Social media: worth the investment?

• ownership, advocates• people • time• tools• community / risk management• long-term commitment

Social media: measuring ROI

Discussion

Case study: Facebook DonorBadge

Case study Facebook DonorBadge