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Philanthropy Midwest
Social Media MarketingNovember 18, 2009
Barkley Cause Branding
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What Is Social Media Marketing?
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Conversations that build relationships between organizations and stakeholders.
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CONTENT & CONVERSATION
SOCIALNETWORKS
MEDIASHARING
BlogsMessage Boards Microblogs
Corporate
Niche
Mass
Podcasts
Videos
Photos
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Is Social Media Right for My Organization?
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University of Mass. Survey
• 89 percent of nonprofits are using some form of social media
• 57 percent use blogs
• Non-profits lead for profit businesses in adopting social media technologies
Source: Herald News, 06/2009
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charity:water
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WorldVision – Night of Nets
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Nature Conservancy
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Is it Working?
Source: Social Networking and Mid-Size Non-Profits: What’s the Use? Nov. 2009
Survey of 256 mid-sized non-profits
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Is it Working?
Source: Social Networking and Mid-Size Non-Profits: What’s the Use? Nov. 2009
Survey of 256 mid-sized non-profits
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Will it Work for You?
• Are you prepared to invest the time?
• Will you listen and engage in conversation?
• Are you comfortable with transparency and authenticity?
• Can you commit for the long term?
• Do you know why you’re doing it?
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Barkley Social Media Principles
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#1: Them Not Us
The best advertising is not us talking about us. It’s other people talking
about us. Make conversations about the consumer first.
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#2: Be Where The Consumers Are
Know where your target consumers congregate and converse.
Contribute to those communities and conversations.
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Groundswell
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Donors 30-49 Prefer Community Oriented Content
Community Content
45% social networks
23% review sites
21% message boards
19% online forums
17% wikis
Traditional Social Media
15% blogs
13% podcasts
4% video
Source: livingston communications
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Donors 30-49 Desire Certain Types of Conversations
• Whether or not a nonprofit is successfully making an impact (75 percent)
• Learning about organizations that are actively working on issues and causes I care about (62 percent)
• Success stories and updates on the progress of nonprofits I support (54 percent)
• Information/updates on the issues and causes I care about (54 percent)
• Financial accountability and governance of nonprofits I support (51 percent)
Source: livingston communications
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#3: Show Signs of Life
Integrate and promote social content throughout your digital
presence. Think beyond the badge.
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#4: Action Trumps Eyeballs
Aim for engagement, not just traffic. Design for action and interaction. Think hearts and minds, not just
eyeballs.
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4 Step
Social Media Strategy
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LISTEN & LEARNPLANENGAGEEVALUATE
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Step 1: Listen & Learn
• Discover: Find conversations currently taking place about your company and category
• Quantitative analysis
• Qualitative analysis
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Google video, Yahoo, Youtube,
Grouper, Break, Dailymotion,
Metacafe
VIDEO
Boardreader, Google alerts,
Live, Technorati, Icerocket
BLOGS &
BOARDS
Twemes, Tweetscan, Dittes,
Telewebber, Terraminds
DIY SERVICES
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Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
• Engagement plan
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Monitoring Plan
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Response Plan
*Source: Forrester Research, Groundswell, 2008
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Engagement PlanBusinessFunction
SMStrategy
SM Strategy Description
Research Listening Ongoing monitoring of consumers’ conversations with each other
Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, or outbound communications to your customers
Fundraising Energizing Making it possible for your enthusiastic customers to help sell each other
Service Supporting Company-provided support of enabling your customers to support each other
Development Embracing Helping your customers work with you and/or each other to come up with ideas to improve your products and services
*Source: Forrester Research, Groundswell, 2008
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Talking
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Energizing
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3-Day Ambassadors
• Objective: Engage evangelists -- walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations
• Strategy:
• Social media extension of a media relations idea
• Ask them to help
• Give them content to share
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Fundraising push
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Authority: 38Rank: 88,000
“I asked 25 people to make donations of $12.20 to get me to the $1000 mark. This is what happened on Twitter after that.”
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March of Dimes Moms
• Objective: Engage the growing number of moms online and position the March of Dimes as a resource for women
• Strategy: Approach women bloggers; ask them to donate a post per month
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Outreach
Transparency
Connect quickly
Suggest, don’t demand
Be human
Other MOD Moms
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““Last week I became a March of Dimes Mom... Last week I became a March of Dimes Mom...
I am so honored to be able to give back to the I am so honored to be able to give back to the
community that did SO much for Mike and me community that did SO much for Mike and me
when we were dealing with Madelinewhen we were dealing with Madeline’’s s
gestation and hospitalization. Once a month Igestation and hospitalization. Once a month I’’ll ll
be blogging about the issues that Mike, be blogging about the issues that Mike,
Madeline, and I deal with due to prematurity. Madeline, and I deal with due to prematurity.
You knowYou know……pretty much like I already do!pretty much like I already do!””
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Encourage disclosure
“In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge
[http://www.blogwithintegrity.com] we encourage the bloggers we work with to fully disclose that the
products they are reviewing and/or giving away were provided to them at no charge by XXXXX.”
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Supporting
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Embracing
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Step 4: Evaluation
“We are after hearts and minds instead of eyeballs.”
Thomas HoehnKodak
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Some Resources
• Beth’s Bloghttp://beth.typepad.com/
• Frogloophttp://www.frogloop.com
• Have Fun. Do Good.http://havefundogood.blogspot.com/
• Social Ch@ngehttp://www.netfornonprofits.org
• Spare Changehttp://www.social-marketing.com/blog/
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Mark Logan
@mlogan on Twitter
www.linkedin.com/in/marklogan
www.slideshare.net/marklogan
Thank You
