Social Media "101" - demystifying and defining benefits of social media marketing for nonprofit organizations. Presentation by Creating Results, LLC (strategic marketing) to Coalition for Human Services luncheon in Virginia on 3/11/2010.
1. Media is global, social,
ubiquitous and cheap.
- Clay Shirkey
Social Networking
Social Media
Social Engagement
C2009 Creating Results, LLC
2. Agenda
• Social Media Demystified
• Realities of Social Media
• Social Networks Defined
• Managing Your Mindset
• Networks and Tools
• Benefits of Social Engagement
• Responsibility
• Where to Start
13. Realities of Social Media
• Even contagious messages die
• 10% forward rate would be great
14. Realities of Social Media
• Reach and Frequency now cheap
• What is the new Challenge?
15. Social Networking Defined
• The stops your brand’s message makes
• Faster, wider, more transparent
• Fewer barriers between you and your audience
• Less control
• Interactive and instant
16. Manage Your Mindset
• Ready to receive
• Move from broadcast to dialogue
• Collaborate
17. Manage Your Mindset - Engage
• Be helpful
• Share knowledge – “teach, don’t sell”
• Tell stories
• Use many channels
21. Who, What, Where: Facebook
Who:
• More than 400 million
active members
What:
• Interactive way to keep in
touch with people you
already know
• Used by individuals,
companies and non-profits
• Centered around a profile
www.facebook.com
22.
23. How: Facebook
• Create profile pages for your organization
• Connect to “friends” and “fans”
• Broadcast status (“What’s on your mind?”) –
connections comment
• Share photos, links, videos
• Add applications and interactive elements
• Become a Facebook Cause
• Accept donations
24. … And Why: Facebook
• Promotion (esp events)
• Word of Mouth marketing
• Advertising
• Marketplace
• Lift brand search results, provide another point of
visibility
• Donations
25. Who, What, Where: LinkedIn
Who:
• 60 million active members
• 150 different industries
What:
• Dominant professional
networking site
www.linkedin.com
26.
27. How: LinkedIn
• Create individual profile, organization page
• Be detailed – public – engaging
• Find people you know and connect (link)
• Share status updates
• Share news
• Ask and answer questions
• Join groups related to industry, job function, more
28. … And Why: LinkedIn
• Networking
• Finding vendors, sources, leads
• Keeping in touch with people in turbulent market
• Posting jobs/hiring – Finding jobs
• Expert advice
• Gather information
• Extend reach of press coverage
• Build profile and trust
29. Who, What, Where: Twitter
Who:
• Estimate 18 million active
users by end of 2009
What:
• Microblogging service
• Users send text-based
updates that are 140
characters or less
www.twitter.com
30.
31. How: Twitter
• Create an account – short description,
link to website, picture/graphic
• Start as a follower
• Broadcast status (“What’s happening?”) – updates
called “tweets”
• Share pics, links; forward others’ tweets (retweet)
• Attract and engage followers
32. … And Why: Twitter
• Gather information
• Social listening
• Cross-promotion
• Viral/Word of Mouth marketing
• Get quick feedback – very quick!
• Crisis communications, customer service
• Build trust and credibility
• Short sales (esp. restaurants, hospitality, travel)
33. Many Eggs, Many Baskets
• Integrate communications
• Tailor messages for each platform
• Tailor messages for various audiences
• Manage your reputations
– Organization
– Professional
– Personal
• Set simple policies to guide social engagement
– www.socialmediagovernance.com
35. So What is the #1 Social Media Channel?
Email is the most trusted - So use it wisely!
36. Benefits of Social Engagement
• Branding, name recognition
• Lift and substitute for traditional advertising and
community outreach
• Lift search results
• Lift web traffic
• Improve relationships with users, clients families,
donors, volunteers and more
• Listen, get feedback
37. Benefits of Social Engagement
• Find vendors, sources, partners and prospects
• Great recruiting tool.
• Leverage the networks of your users, clients,
families, donors and volunteers
• Deliver complex messages through many different
approaches
– But simple messages are still most effective
• Inspiration
38. When you boil it down,
it’s about listening to your customers,
being helpful by offering your knowledge and
giving them interesting content
to share and thereby advocate for you.
- Amy Mengel
39. Where to Start
STRATEGY
+
COMMITMENT OF RESOURCES
=
SCALE OF EFFORT/INVESTMENT
todd@creatingresults.com
40. www.CreatingResults.com
Woodbridge, VA – Barrington, RI
toll-free 888-205-8899
Experts in marketing to mature consumers