Transcript
Page 1: How to Use Social Media: Digital Marketing Integration

How to Use Social Media:Digital Marketing Integration

AGRM Pacific District Conference

October 2011

Page 2: How to Use Social Media: Digital Marketing Integration

Social Media StudyA recent study conducted jointly by NTEN (Nonprofit Technology Network), Common Knowledge and ThePort Network concluded that social media is becoming a more vital part of communication, marketing and fundraising strategies for charities! The study found:

• 2010 Facebook use by non-profits hit 86%, which is up 16% over 2009.

• Twitter use grew to 60%, posting a 38% increase.• LinkedIn and YouTube remained strong with charity

usages of 33% and 48%, respectively.• Myspace was the loser, down 45% from 2009 among

fundraisers.

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Social Media StudyAccording to this study of 1,173 non-profit professionals, 40% confirmed that they are getting donations from Facebook. However, 78% of these organizations raised $1,000 or less in the last 12 months. So consider these three key benefits from a deliberate and active social media strategy:

1) Advocacy (YELP Example)2) Brand enhancement 3) Development of younger donors

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Social Media Integration• Be Brand-Centric®• Your Website is Your Hub.• Push People to Your Site.

– Digitally (E-blasts, Twitter, Facebook, LinkenIn, Google+, etc.)– Print– P.R.

• Remember Social Media is Social. – Be Conversational– Be Consistent– Be Careful

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Case Study:

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The Opportunity:

• Many past and present NBA players are B&GC alumni and outspoken supporters.

• L.A. Mayor Villaraigosa, also a B&GC alum, could be helpful.• With the storied rivalry between L.A. and Boston NBA teams, the

opportunity was ripe for a cause-related marketing connection.• With just two days notice, Brewer Direct was asked to brainstorm,

create and implement an integrated digital media campaign.

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The Campaign• We were not granted use of the NBA team logos…• So a “Basketball Fan Challenge” between L.A. and Boston was

launched seeking donations to each city’s respective Boys & Girls Club.

• Unique URLs, BeGreatLA and BeGreatBOS, were formed with connections on Facebook Fan Pages, Twitter and Mobile Giving accounts all using the BeGreat brand.

• Mayors and past NBA Players conducted press releases.• E-Blasts were sent throughout the campaign.• No print media was used.

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The Results• The NBA series lasted seven games which allowed the

maximum time for marketing and fundraising. • Over $400,000 was generated across both markets in under

two weeks.• Total cost of the campaign was less than $10,000.• The social media applications created buzz and drew

hundreds of interested parties.• 95% of the income came from traditional fundraising

(matching gift, phone calls to major donors, website giving).

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Testing the QR Technology1-Cup Campaign®


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