These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com

1. Social Media, Community
Building & Development
NC Philanthropy Conference
August 2013

3. Social Media Experts?
Social Media Authorities?
– This is a moving target and we’re all working to
catch up
How About Social Media Evangelists?

4. How and Why I Got Started?

5. Why Is Social Media Relevant?
• Marketing is being redefined
• Moving from monologue to dialogue
• Conversations are happening without us
• Engagement is what we’re after
• This is a gift to fundraisers and non-profits!
• Cultivation & Stewardship
• Follow your target audience
• Consumers want deeper engagement with
brands
• Your absence is conspicuous

6. A Curse and a Blessing
• Truly a gift to communicators
• This is real world - good and bad
• Hive Marketing - brand evangelists
• Motivate and activate brand advocates
• Expose potential donors to the passions of
long time donors and supporters (Donor
Pyramid)
• Turn them into citizen journalists; more
credible

7. Where We Focus Most of Our Energy
• Facebook
• Twitter
• Google+
• YouTube
• LinkedIn
• Instagram
• Pinterest

8. Facebook
• Engagement is key
• Ask questions
• Invite responses
• Create an environment that fosters sharing
and conversation
• Content rich: photos and video
• Fundraising apps
• LISTENING PLATFORM

9. Facebook

10. Facebook

11. Facebook

12. Google+
• Helpful for search engine marketing
• Doesn’t have to be a daily activity
• Post links to social media and websites
• Post video and photo content
• Create circles of peer organizations and
friends of the organization

13. Google+

15. LinkedIn
• Underappreciated and underutilized
• However, more respected by professionals
• Not just for job hunting!
• LinkedIn Company Pages vs. Groups
• Company Page: Basic content similar to
Google+ and status updates
• Groups for engagement and direct marketing
• Daily eBlast with discussion and news

16. LinkedIn

17. LinkedIn

18. LinkedIn

19. Twitter
• Amazing for segmenting audiences by areas of interest
• #Hashtags are the secret to Twitter
• Geographic hashtags #Boston #BostonMA
• Topical hastags #breastcancer #hcsm #green
• Reciprocity: Thanks, Retweets, Sharing info from others
• Can’t be all about you
• Follow influencers and others
• Frequency is important
• Use a third part service: Hootsuite, Sprout Social, etc
• Don’t do automated responses
• Identify the voice(s) on your Twitter feed

20. Twitter

21. Sprout Social

22. Sprout Social

23. Sprout Social

24. Sprout Social

25. Hootsuite

26. Hootsuite

27. YouTube
• Important for search engine marketing
• Owned by Google
• Can feed videos to Google+ and Facebook
• Tag your videos!
• Brand your page
• Sort videos using playlists

28. YouTube

29. Blogs
• Great for storytelling
• Highly engaging
• Easy to execute: Wordpress, Blogger, etc

30. Signature Moms Blog
• 8 bloggers
• 42,000 visits in 2012
• 100,000+ total
• 2,477 subscribers
• 600 comments

31. Our Mantra: Be Strategic
• The social web offers another set of tools in
your tool box
• Integration is key
• Look before you leap
• Program: flexible and dynamic, but not
haphazard

32. Our Approach
Step 1 -Strategic planning
• Definition of audiences
• Determination of social channels to be used
Step 2 - Channel creation
• Building branded pages
Step 3 - Content creation and
monitoring
• Weekly content calendars
• Weekly key stat measurement

33. Developing a Social Media
Marketing Plan
Two Types of Plan:
– Long term engagement
– Short term campaign

34. Developing a Social Media
Marketing Plan
Step #1 - Participate
It will be difficult to develop a plan, and sell
the value of a plan, if you aren’t engaged in
the medium

35. Developing a Social Media
Marketing Plan
Step #2 - Culture Preparedness
• Assess you organization’s appetite for
social media. Risk averse? Fear in the C-
suite?
• Then begin bringing them along.
• They’ll appreciate a strategy!

36. Developing a Social Media
Marketing Plan
Step #3 - Define Audience and
Stakeholders
How do they use social media?

37. Developing a Social Media
Marketing Plan
Step #4 - Objectives & Goals
What are you trying to achieve? It may vary
by audience. Current donors, grateful
patients, board
members, employees, influentials, media…

38. Developing a Social Media
Marketing Plan
Step #5 - Desired Outcomes
What does success look like? Increase in
brand awareness or preference, enhance
search engine rankings, web traffic, donor
engagement, brand positioning, community
building?

39. Developing a Social Media
Marketing Plan
Step #6 - Channel Selection
Don’t try to do everything. Be strategic in
resource allocation. What channels allow
you to achieve your objectives?

40. Developing a Social Media
Marketing Plan
Step #7 - Integration
How will you integrate the program with
your other Marcom efforts? Don’t forget PR
and internal communication.

41. Developing a Social Media
Marketing Plan
Step #8 - Plan Resource Allocation
Avoid social media burnout before it occurs.
Design a sustainable program.
Learn to repurpose content!

42. Step #8 - Plan Resource Allocation
It is not always about volume of posts or
tweets.

43. Repurposing Content
1. Press release on PRLog
2. Use share function
3. Post on Twitter, Facebook, Google+ &
LinkedIn with one click
4. Distribute via LinkedIn Groups as “news”
or “discussion” using PRLog small URL

44. http://www.prlog.org/

47. http://www.linkedin.com

48. LinkedIn Groups:
http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

50. Pitch Engine - Free Service

51. Same Process Repurposing Video
• Post to your website
• YouTube
• Google+
• Facebook
• Your blog
• Post link on LinkedIn Groups & Twitter
• Etc.

52. Developing a Social Media
Marketing Plan
Step #9 – Measure (Sprout Social,
Tweetbinder, TweetReach)
Develop metrics: Google Analytics,
technorati blog rankings, followers, friend
counts, fans, engagement, etc. Also
measure your activity: posts, tweets,
retweets, etc.

55. Developing a Social Media
Marketing Plan
Step #10 - Monitor
Track conversations happening
online.Hootsuite, Sprout Social, Facebook
Pages, Socialmention.com, Filtrbox, Monito
rThis, etc. Google Alerts at a minimum.
Have a process for this.

56. Developing a Social Media
Marketing Plan
Step #11 – Policy
• Employee social media policy. Check out Mayo
Clinic’s policies online at
http://sharing.mayoclinic.org/guidelines/for-
mayo-clinic-employees/
• Chris Boudreaux online database of organizations’
policies:
http://socialmediagovernance.com/policies.php

57. Putting Social Media to Work
• Crisis Communication - Build up online
communities in anticipation of the need to
inform and activate brand advocates
• Brand Advocacy/Positive Buzz - Funnel
quality information about your brand to
constituents (hive marketing); this includes
internal audiences

58. Putting Social Media to Work
• Communicate Key Messages
– Quality and Patient Safety
– Patient- and Family-Centered Care
– Etc.
• Elicit feedback from the market place – These are
LISTENING PLATFORMS
• Provide access to quality health info
• Educate and build preference for services
• Meet consumer expectations
• Humanize your institution

60. Marketing as Community Building
• Engagement
• Marketing “with” rather than “at”
• Return on Community
• Marketers and communicators become
creators of online spaces/environments where
community can occur.
• Communities of shared interest

61. Community
• Elements of Community
– Sense of shared values
– Feeling valued and appreciated
– Being heard
– Common interests and/or experiences
– Treated kindly
– Reciprocity – two-way relationship (engagement)
– Gain value from interactions; growing and learning
– Support – both emotional and informational

62. Value in Communication
• Quality of the content/communication
• Communication people want to spend time
with
• Fits within the context of their life
• Use of video
• Storytelling

63. Donor Pyramid

64. Once you build community,
activate it

65. Nicholas School of the Environment at
Duke University - Case Study

72. Social Media Widgets hidden at
bottom of page.

73. The Link from the Nicholas Site took me here.

74. But this is their new Twitter account

75. Engagement? Where are
the RTs and the TYs? Only
modest use of hashtags.

78. An Integrated Campaign

88. What I Wish We’d Done
• More aggressive Social Media Outreach
• Need to create an environment that invites
engagement on Nicholas’ social platforms
• Needed much greater frequency with Twitter
• Include Google+ and LinkedIn
• Ideally, a Facebook promotion – “Post photos
from your days at the Marine Lab…”; then cross
promote on other channels
• Facebook ads targeting the key term: “Nicholas
School of the Environment”

89. Good Reading
• Groundswell, Charlene Li & Josh Bernoff
• Join the Conversation, Joseph Jaffe
• Social Media is a Cocktail Party, Jim Tobin and
Lisa Braziel
• PR 2.0, Deirdre Breakenridge
• The New Rules of Marketing & PR, David
Meerman Scott

90. Summary: A Few Sins of Social Media
• Haste - Don’t start without a plan
• Fear - You can’t be afraid to lose control
• Apathy - Don’t stick your head in the sand;
especially at the C-suite level
• Sloth - Content must be updated
• Gluttony - Don’t take on too much too fast

91. Contact Information
• Dan Dunlop, Jennings
– ddunlop@jenningsco.com
– Twitter: @dandunlop& @JenningsHealth
– Blog: http://thehealthcaremarketer.wordpress.com
– LinkedIn: www.linkedin.com/in/dandunlop/