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How to embrace social media for nonrprofit organizations - social networking benchmarks for nonprofits, organization case studies on fundraising and advocacy and the tools and tips to monitoring your social media efforts.
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© Convio, Inc. © 2008 Convio, Inc.
Join the Social Media Movement
Carie Lewis - Director of Emerging Media - HSUS @humanesocietyJeff Patrick - President & Founder -Common Knowledge @commonknowJordan Viator - Interactive Communications Manager – Convio @jordanvNovember 17, 2009
© 2008 Convio, Inc.
© Convio, Inc.
What is social media, anyways?
Online, two-way communications that allows for heightened participation
and engagement
Or as many organizations see it…
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A Brave New World
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Flickr photo by fredcavazza
The possibilities and tools are seemingly endless andgrow and change everyday!
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Social Media offers…
■ A fundamental shift in communication■ A true feedback loop
A real conversation Free focus groups for all!
■ The chance to reach and find new supporters■ Ability to illustrate a core understanding of the
issues, trends and needs of supporters■ A chance for influencers and advocates to
evangelize for your cause
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Monologue Dialogue
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WHAT IS SOCIAL MEDIA ALL ABOUT?
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Listening
Before you join the conversation remember:It’s just as important to listen
as it is to talk and share
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Flickr photo by ucbradley
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Sharing
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Flickr photo by martin.canchola
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Building Trust
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Social media helps build trust by allowing your supporters and fans to speak, advocate on your behalf
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WHY SHOULD YOU CARE?
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Welcome to the (digital) future
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You might be surprised to know
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Flickr photo by beechwood.marketing
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Did you hear that?
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What’s in the Social Media toolbox?
■ Blogs Provides human voice; forum for feedback
■ Social Networks Sharing of personal interests; activity feed
■ Communities Focused environment; like-minded users
■ Micro-blogs Sharing of links, news; collaborative, real-time
discussion■ Video & Photo sharing
Compelling, powerful multimedia; easy to share, embed; creative ways
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Real-world examples
Blogs
Micro-blogs
Social Networks
Video Sharing
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Jumping on the bandwagon, the right way
■ Remember the 3 H’s: Human, Honest, Helpful■ Ask other people what they think■ Be open to feedback (yes, even the negative)■ Sincerity is of the utmost importance■ Make it about the people participating, not you■ Talk with, not at, people■ Treat everyone as an equal■ Hone in on key skills of
Patience Networking Facilitating Marketing Communication
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SOCIAL NETWORKING SURVEYIndustry Survey of Nonprofit Use of Social Networking
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Facebook YouTube Twitter LinkedIn MySpace
74.0%
46.5% 43.2%
32.9%
26.1%
Percent of Nonprofits
Commerical Sites
Popularity of Commercial Social Networks
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5391
1905
291 286 268 243
0
1000
2000
3000
4000
5000
6000
Community Size
Facebook MySpace LinkedIn Twitter YouTube Change.org
Commercial Sites
Average Community Size of Nonprofits on Commercial Social Networks
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
29.1%
9.2% 6.6% 5.5%4.4% 1.0%
Percent of Nonprofits
Commercial Sites
Fundraising Revenue on Commercial Social Networks (last 12 months)
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0.0%
20.0%
40.0%
60.0%
80.0%
2,500 or less 2,501 - 10,000 10,001 or more
74.4%
12.2% 13.5%
Percent of Nonprofits
Registered users
Size of Communities on Nonprofits' House Social Networks
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0.0%
20.0%
40.0%
60.0%
80.0%
$0 - $10K $10,001 +
74.7%
16.4%8.8%
Precent of Nonprofits
Amount Raised
Fundraising on Nonprofits' House Social Networks
None
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EMAIL SUBSCRIBER ACQUISITION
Acquisition via Facebook
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Acquisition Path
External Networks
Organization
Page
House ListEmail /Direct Mail Solicitations
“Acquisition Mechanism”
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Sierra Club on Facebook
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Facebook PageFans: 37,592@SierraClub (facebook.com/SierraClub)
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Sierra Club on Facebook
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Sierra Club on Facebook
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Sierra Club Microsite
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Campaign Micro-site
Facebook Wall
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Sierra Club Petition
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Take Action
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Sierra Club Petition
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TWITTERFundraising Campaigns
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Case Study: Christmas Future
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Nonprofit: Christmas Future
Campaign: Tweetmas Future
Fundraising Goal: $20,000
Actual: $17,535
Time Period: Dec 16 – 25 2008
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Case Study: Epic Change
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Nonprofit: Epic Change
Campaign: Tweetsgiving
Fundraising Goal: $10,000
Actual: $11,131 372 contributors $29.92 avg gift
Time Period: Nov 25 – 27 2008
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Case Study: Twestival (’08 & ‘09)
Apr 11, 2023
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Charity Water / Operation Smile
Campaign:Twestival (@twestival)Charity Festival that started on Twitter
1,000 volunteers
202 cities joined
10,000+ attended
Actual $$ Raised: $250,000
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Case Study: #BeatCancer
■ 24 hours
■ Twitter, Facebook and Blogging using #BeatCancer
■ 1 penny per message donated
■ 209,771 mentions in 1 day
■ 100 M (est.) overall impressions of the #BeatCancer
■ Set world record for online impressions
■ Kicked off at Blog World Expo
■ Raised over $70,000 Sponsored by Ebay/Paypal, MillerCoors Brewing, GenesisToday
■ All money donated to non-profit cancer organizations
FB
www.BeatCancerEverywhere.com
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Case Study: 140 Smiles Campaign
Apr 11, 2023
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Nonprofit: Operation Smile
Campaign: 140Smiles
Fundraising Goal: $33,000
Actual: $22,500 Time Period: May 31 – July 4, 2009
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Campaign Tactics
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1. Team-based Fundraising2. Automated Viral Distribution3. Real-time Results4. Celebrity Promotion5. Big Account Kickstart6. Targeted Audience Appeal
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Donor Recognition
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140 Characters for 140 Smiles Campaign
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Example Automated Tweet sent Out by Campaign
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140 Smiles Donation Form
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Do we process the donations on Twitter?
No – they are processed through Conviovia a custom donation form that is tunedto this campaign:
- Team component- Twitter Connect
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140 Smiles Donation Interface with Twitter
Apr 11, 2023
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140 Smiles Donation Interface to Twitter
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Online Fundraising Tools – Events Site
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• Convio TeamRaiser
• 5K Walk Event Site
• Registrant Page
• Registrant Giving Form
• Registrant Email Tools
• Team Tools
• Promotional Tools• Donor Recognition• Gift Thermometer• Offline Giving Options• Phone Support
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Facebook Fundraising Tools
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• Displays on Facebook profile
• Org/Event branded
• Fundraising focused
• Personalized giving results
• Personalized donation form link
• Tabbed navigation
• Progress meter
Profile Badge
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Sponsorship
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Sponsorship $$
Arthritis Foundation- House Social Network- Rheumatoid Arthritis Patients- ThePort Social Networking Software
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Sponsorship
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ArthritisFoundation
MySpace,Facebook &House NetworkBadgeSponsorship ($$)
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Case: Federation for American Immigration Reform
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FAIR Debate
Micro-Site
Youth Community
Education & Advocacy
www.fairdebate.org
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Case Study: Sierra Club
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Sierra Club
Climate ChangeSocial Network
www.ClimateCrossRods.org
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Case Study: Sierra Club
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PurposeProvide the largest collection of hikes and hikers in the U.S.
MessagingShare your favorite places to hike, bike and paddle…
Audience30-55+, hikers (initially)
FeaturesHikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more
The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community
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Case Study: Sierra Club
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PurposePlatform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues
MessagingThe National Student Chapters of the Sierra Club “Get Engaged”
AudienceCollege students
FeaturesProfiles, photos, video, blogs, discussion, expert content, local events, and more
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PurposeCommunity of students and student groups supporting Operation Smile with local events and fundraising.500 clubs across the U.S.
AudienceKids, K-8th, High School, and University
FeaturesProfiles, photos, video, blogs, discussion, expert content, services and more
TechnologyConvio + Jive Software (Social Networking)
Case Study: Operation Smile
© Convio, Inc. © 2008 Convio, Inc.
Carie LewisDirector of Emerging Media
The Humane Society of the United States
@cariegrls // @humanesociety
© 2008 Convio, Inc.
© Convio, Inc.
What I’ll talk about
■ Resources■ Strategy■ Why monitor social media■ What to monitor■ Where to monitor■ How to monitor■ Tools we use■ Assessment and response■ How to find influencers■ Social media policy■ Crisis communications■ Best. Quote. Ever.
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ResourcesWe started out with 1 person.
Now:
New branch of Online Communications
Department called “Emerging Media”
■ Director of Emerging Media (project manager)
■ Emerging Media Manager (online volunteer program)
■ Emerging Media Specialist (brand monitoring)
■ Social Media Specialist (Facebook, MySpace)
■ Internet Marketing Specialist (ads, SEO, analytics)
■ 4 virtual interns
■ street team
■ several furry office mascots
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Our “Emerging Media” Strategy
• Stay on top of latest trends• Research new opportunities• Train staff • Have guidelines• Take an integrated approach• Measure everything!• Showcase successes• LISTEN• Customize alerts• Utilize technology (txt, IM)• Don’t be afraid to fail• Learn from mistakes
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No org can afford to ignore what’s being said about them.
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Why?
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… it can happen to you.
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Brand Monitoring is not a 9-5 job.
■ Text messages■ “As it happens” Email alerts■ Tweetdeck for iPhone■ Weekend “on-call”■ Dual monitors!
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What to monitor
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■ Your Name
■ Acronyms
■ Prominent staff
■ Current campaigns
■ Competition
■ Detractors
■ Influencers
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It takes time to filter through them all but is worth it.
Many people refer to us as “the humane society”
Many tweets are about local humane societies but also makes for good retweets.
We monitor all mentions of “HSUS” and “humane society”
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Where to monitor
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• News sites
• Blogs
• Forums
• Digg
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How to monitor
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• Email notifications
• Tweetbeep
• Google alerts
• RSS feeds
• Technorati search
• Twitter search
• Special software
• Radian6
• Filtrbox
There are many tools ranging from expensive to cheap to free!
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What we use
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iGoogle dashboard built off RSS feeds
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Tweetdeck
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Use Tweetdeck and have it running whenever your computer is on.You can have up to 10 columns.Include your @replies, your brand name, and any other terms you’re monitoring
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These same principles can apply
People talk (a lot) on a local level.
Follow interesting hashtags and memes!
Start your own!
What if I’m a smaller organization?
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Listen first. Find out where your audience is most active already. Then join the conversation.
Start with Twitter.
Why the focus on Twitter?Twitter is the most real-time account you have of what people are saying about you.
At the very least….
You should have Google Alerts and Tweetbeep notifications or an RSS feed from Twitter Search for your brand name.
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Ahhh! TMI! Now what?!
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• Identify your detractors and influencers quickly.• Pay attention to two things: tone and influence• Thank and / or re-tweet often• Answer all questions• Take the opportunity to clear up misinformation• Don’t take it personally• Always be respectful but don’t be afraid to show some personality. • Don’t be afraid to use blocking features – common practice• Follow people who mention your brand• Don’t be afraid to respond to people who aren’t following you but you’re monitoring.• BREATHE. Get up and take a walk before you respond.•DNFFT• Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you!
Assess and Respond
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Our process
■ We monitor sites in real-time, all day, every day■ We evaluate what is necessary to respond to■ We develop a response with PR■ We deliver the response via the medium it was
generated■ We monitor the conversation following and
continue to engage as necessary■ We alert everyone in the daily Communications
News meeting
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How to find your influencers
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• Repeat retweeters and Facebook commenters
• Blog subscribers
• Repeat action takers (email too!)
• Leaderboard on
Facebook Causes
• Event attendees
• Recommendations
from staff / leadership
• Build a loyalty program / street team
• Turn these people into interns and employees!
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Employees can be your best brand advocates.
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• Have a social media policy so they know what they can
and can’t do. Focus on the CAN.
• Bring web-savvy employees
into the process
• Incorporate social media into
everyone’s job
• Help them understand privacy
settings and learn the tools
• Address anonymity and personal
profiles
The time to have a social media policy is NOW.
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“Umbrella approach”
Facebook Fan Pagefor businesses, organizations, public figures
official HSUS presence – only one
Facebook Groups organized by interest
each state / campaign can have one
Facebook Causesfor specific movements
each state / campaign can have many
Facebook Profilea real person
each person has one – but only one
HSUS Facebook Structure
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NEVER post something you wouldn’t want on the front page of the New York Times!
(Or something you wouldn’t want your mother or boss to see!)
My advice to employees
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If you find yourself in a Twitterstorm
•Listen to the what — and to the who.
• It's OK to say, "We don't know.“
• Address the crowd where it's gathered.
• Tone matters.
• Explain how you'll address the specific issue
• Talk about what you’ll do to prevent it from happening again
Transparency & open communication
Have a company policy – you may think its common sense… it’s not!
It’s not new. Just add social media to it.
http://www.facebook.com/home.php#/note.php?note_id=102600213661
Crisis Communications
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.
“If you’re working for the weekends, your shit is BROKE.
Do what you LOVE!” -@garyvee #sxsw
Social media can be OVERWHELMING.
© Convio, Inc. © 2008 Convio, Inc.
Thank you!Carie Lewis
Director of Emerging Media
The Humane Society of the United States
Email: [email protected]
LinkedIn: http://www.linkedin.com/in/carielewis
Twitter: @cariegrls
Blog: cariegrls.blogspot.com
HSUS Networks: humanesociety.org/connect
© Convio, Inc. © 2008 Convio, Inc.
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