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Ventureneer's lessons from real life show nonprofits how to leverage social media to get results.
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Social Media Best Practices for Nonprofits
Stengel's own success with social media, as well as her background as a social entrepreneur and consultant to nonprofits make her well-qualified to extract the useful nuggets from the survey data. Her own business, Ventureneer, has been cited in Marketing in Web 2.0 World, by Peter VanRysdam, as a case study in effective use of a website, and in Twitter Marketing: An Hour a Day, by Hollis Thomases, for her use of Twitter in launching the Ventureneer brand. She has also been cited by Inc. Magazine and Mashable.
Geri StengelPresident
Ventureneer
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Social Media Best Practices For Nonprofits
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Agenda
• Background• The 5 steps to effective use of social media
• Know who you want to reach• What you want to accomplish• Which social media does this best• How much you want to spend• Measure effectiveness
• What are you afraid of?• Tips for moving forward
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Using Social Media
• Yes/No Poll
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The Marketing Landscape Is Changing
Traditional Marketing Social Media
· Message pushed to consumer· One-way message· Interrupts· Company generates content· Hard to measure results
· The consumer pulls message· Two-way, interactive
conversation· Permission-based, engages· Nonprofit/user generate
content· Real time metrics
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Don’t Surrender: Choosing Media Hasn’t Changed
• Know who you want to reach• What you want to accomplish• Which social media does this best• How much do you want to spend• How to measure effectiveness
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Who Do You Want To Reach?
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Who Do You Want to Reach?
Please type your response in the chat box to right.
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• First Bullet– Second level
• Third level– Fourth level
» Fifth level
Questions
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What Do You Want to Accomplish?
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What Are Your Goals With Social Media?
Please type your response in the chat box to right.
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Reasons for Using Social Media
Total(%)
Build/maintain awareness of the organization, its cause 92Build and maintain community 76Increase traffic to website 68Advocacy 44Raise money 43Mobilize and coordinate people 39Recruitment (e.g. staff, volunteers, board) 32Cause Marketing 31Reduce spending on marketing 28Increase search engine rankings 23Program delivery 21Sell product / services 17Test effectiveness 14Market research 11Crisis management tool 6
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Reasons for Using Social Media
TotalPowerUsers
(%) (%)Build/maintain awareness 92 90Build and maintain community 76 83Increase traffic to website 68 90Advocacy 44 59Raise money 43 54Mobilize and coordinate people 39 49Recruitment (e.g. staff, volunteers, board) 32 46Cause Marketing 31 50Reduce spending on marketing 28 22Increase search engine rankings 23 37Program delivery 21 32Sell product / services 17 37Test effectiveness 14 10Market research 11 17Crisis management tool 6 12
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Use and Effectiveness of Social Media Among Nonprofits
15%
17%
18%
19%
22%
23%
37%
42%
52%
60%
68%
78%
96%
Text fundraising
Recommendations
MySpace
Wikis
Social tagging
Podcasting
RSS feed
Discussion groups
Blog
YouTube/other video site
Use of Social Media
9%
9%
3%
17%
10%
22%
13%
14%
18%
14%
23%
20%
22%
47%
42%
27%
44%
47%
44%
54%
50%
55%
45%
57%
50%
60%
Text fundraisingRecommendations
MySpaceWikis
Social taggingPodcasting
RSS feedDiscussion groups
BlogLinkedIn
YouTube/other video siteTwitter
Effectiveness With Social Media
Very Ef fective Somewhat Ef fective
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Effectiveness of Social Media: Dabblers vs. Power Users
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27
31
48
10
24
36
31
16
28
25
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1116 14
12
17
27 27
1-4 5-9 10-24 25+
Hours Per Week Spent on Social Media
Nonprofits Rating Social Media Very Effective
Facebook Twitter YouTube LinkedIn Blog
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Climbing Toward Social Media Effectiveness
• Measure• Build Community
• Build Relationships• Identify Influencers
• Listen
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• First Bullet– Second level
• Third level– Fourth level
» Fifth level
Questions
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Which Social Media Does What Best?
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Social Media Landscape
•Spread the word•Enhance creditability •Create a community•Build connections
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Why Facebook
• 500 million+ users– Builds brand– Engages friends– Drives traffic to your site– Generates leads– Increases loyalty– Spread virally– Has targeted advertising
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Why Twitter?
• 190 million users • Tweeting 65 million times a day
– Generates traffic and leads– Gets you in front of high profile people– Establishes you as thought leader– Engages your market– Improves search engines rankings– Researches– Gets questions answered– Manages reputation
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Frequency of Doing Twitter and Effectiveness
Tweet / retweetTotal (%)
Very Effective At Twitter
(%)Daily or More Often 39 79
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Why YouTube or Other Video Service?
• Exceeds 2 billion views per day– Demonstrate your product– Multi sensory– Emotional– Reinforce your message in a
different format– Improve search engine ranking– Viral effect
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Frequency of Doing YouTube and Effectiveness
Create / upload video to webTotal (%)
Very Effective At YouTube
(%)Weekly or More Often 16 39
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Why LinkedIn?
• 70 million users • Business tool
– Increase your visibility– Use for prospecting– Establish creditability – Conduct competitive intelligence– Improve search engine results– Get recommendations– Check people out before you meet them
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Why Blog?
• Quick and easy• Inexpensive• Search engines love blogs• Establish credibility• Manage reputation• Appear accessible • Builds awareness• Differentiates you• Exploits a niche• Builds a community
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Frequency of Blogging and Effectiveness
Publish your own content on a website or blog
Total (%)
Very Effective At
Blogging(%)
Weekly or More Often 52 85
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Optimize Your Social Media Content for Search
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• First Bullet– Second level
• Third level– Fourth level
» Fifth level
Questions
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A Wide Range of Metrics Are Available
• Friends, Followers, Fans• Comments/Subscribers• Tweets/Retweets• Web traffic, page views, time,
bounce rates• Click-throughs• Back links• Media mentions• Influence• Sentiment
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Measurement Guidelines
• Focus on measuring what matters to the nonprofit.
• Focus on what can be counted in a practical and affordable manner.
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Continuously Improve
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• First Bullet– Second level
• Third level– Fourth level
» Fifth level
Questions
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What Are You Afraid of?
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What Are You Afraid Of?
Please type your response in the chat box to right.
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What Are You Afraid Of?
Use Social Media
Don’t Use Social Media
(%) (%)Amount of time it takes 67 56Lack of financial resources 49 41Not convinced of the value/ROI 40 61Lack of concrete measurement 42 38Lack of clear guidance/procedures 34 51Resistance from management 18 21Seems too complicated 15 14Resistance from the Board 7 14Not appropriate for our organization 7 12
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Tips for Moving Forward
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Tolerate Failure. It Is Critical to Social Media Success
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Start Slowly…You’ll Catch Up
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Invest in Training
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Listen, Before You Leap
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Picking the Team and Tools to Maximize Efficiency
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Balance Empowerment with Accountability
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Integrate Into Your Overall Marketing Efforts
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• First Bullet– Second level
• Third level– Fourth level
» Fifth level
Questions
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Resources
• One stop resources social media as they are used by nonprofits• The Network Nonprofit, Beth Kanter, Allison Fine• GOING SOCIAL: Tapping into Social Media for Nonprofit Success
Beth’s Blog: How Networked Nonprofits Are Using Social Media to Power Change• Online Marketing: What's the Right Mix for You?• Facebook
– http://mashable.com/guidebook/facebook/– http://ventureneer.com/webclass/will-facebook-replace-google-adwords
• Video overview of importance of social mediaThe Twitter GuidebookLinkedIn
– LinkedIn for Nonprofit Organizations– Small Business Owners, Freelancers, Consultants: Keep Your Project Pipeline Full Using LinkedIn
• SEO Best Practices: 20 Questions • The 10 Social Media Metrics Your Company Should Monitor• What's The Social Technographics Profile Of Your Customers?
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