Social Media for Non Profits semniar given at Westminster College in Mesa Arizona in October, 2013. Though the seminar was geared towards non-profits, the principles apply to any organization.

1. Management Information Systems Program Presents
Social Media for Nonprofits
Created by:
Brian Critchfield

2. Who Am I?
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20 years of experience
Started 2 marketing agencies
Pioneer in social media
International speaker, author, and consultant
Launched close to 100 companies/divisions/products
Done work for
Microsoft, HP, Kodak, Bridgestone, Weyerhaeuser, Toyota, Intel, and
dozens more
BBA in Marketing from Boise State
MBA in Global Business from Thunderbird
Marketing faculty at Westminster College, University of
Phoenix, and Grand Canyon University
Chief Navel Gazer at Navel Marketing

3. “You cannot sell a man who isn't
listening. Word of mouth is the best medium of
all; and dullness won't sell your product, but
neither will irrelevant brilliance”
Bill Bernbach, co-founder of DDB
Advertising

4. Dove

5. Dove
• Launched in the 1950s with a new beauty bar that would
dry skin like soap
• Grew into "the world's top cleansing brand"
• Renewed obsession with beauty, personal care, and “agedefying” products
• By 2004, had become just another skin care company
• Fighting for attention among parent company's brands such
as Lux, Pond's, Sunsilk, and Vaseline
• Needed to do something to become relevant again

6. Dove
• Research showed:
• Only 2 percent of women around the world described themselves
as beautiful
• 13 percent of women said they were very satisfied with their body
weight and shape
• 75 percent strongly agree that they wish ‘the media did a better
job of portraying women of diverse physical attractiveness’
• Dove’s Mission: “make women feel beautiful every day by
widening today's stereotypical view of beauty and inspiring
women to take great care of themselves.”

7. Dove
• “Campaign for Real Beauty” (Campaign = Cause)
• Focus all marketing efforts on what the target market cares
most about, not pitching products
• Launched in England in 2004 and in the US the next summer
• Launched prior to the creation and growth of many of the
social media tools
• Used advertising, videos, workshops, PR, events
• Dove Self-Esteem Fund
• Series of Superbowl commercials

8. Dove

9. Dove
• Results:
• Won a myriad of “industry awards”
• Dollar sales jumped 2% in one month
• Sales of firming products increased 700% in Europe in first
6 months
• Double-digit growth in sales for Q1 and Q2 2005
• US sales for year ending Aug 7, 2005 were up 6% to $500
million
• Unit sales rose 5% and it finally broke the $1 billion barrier

10. Dove
• Why?
• Tapped into what target audience cared most about: selfesteem and self-image
• Tapped into one of our biggest responsibilities as parents
• Developed a cause that was both important to the target
market and core to the brand’s mission
• Not just lip service - developed the Self-Esteem
Fund, workshops, resources, etc.
• Evangelists buy into causes

11. Dove
• Bob Garfield, Ad Critic, “The hard part will be staying on the path. What
happens when Dove sales begin to flag and market share begins to
slide? That will be the test of true righteousness. Does the "Campaign
for Real Beauty" then get disposed of, like last year's fashions, or
dubiously "enhanced," like a pair of fake breasts?”
• Trojan Horse Photoshop Action
• Real Beauty Sketches

12. Customer Evangelist
• What is an evangelist?
• “A person marked by evangelical enthusiasm
for or support of any cause.”*
• Term originated with religion
*Dictionary.com

13. Customer Evangelist
• 3 Levels:
• Satisfied - Happy, but will go anywhere
• Loyal - Only buy from you
• Evangelist - Voluntary sales force
• If someone is going to invest time or energy in your
brand, it has to be wrapped in a cause
• “Make Meaning”
• “Making the world, or an industry, better”
• Customers buy products, evangelists buy causes

14. Cause

15. Marketing From the Navel
❍ Cause
❍ Position
❍ Culture
❍ Product
❍ Message
❍ Experience
❍ Measurements

16. What is Social Media?

17. What is Social Media?
Definition
Conversation Technologies
Tools
Social Networks/Communities
Blogs, Micro-blogs
Social Tagging/Bookmarking
Podcast/Vidcast
Wikis, Forums, RSS
Social Commerce
Photo/Video Sharing

18. What is Social Media?

19. Some Facts…

20. Some Facts…

21. Some Facts…

22. Some Facts…

23. Some Facts…

24. Compared to national Facebook users, Phoenix Facebook
users are a little younger and a little more affluent.
Demographics
Gender
Men
Women
Age
18-24
25-34
35-44
45-54
55-64
65+
HH Income
Less Than $60K
$60K - $74K
$75K - $99K
$100K+
U.S.
Facebook.com
Phoenix Index
U.S.
Linkedin.com
Phoenix Index
U.S.
MySpace.com
Phoenix Index
U.S.
Twitter.com
Phoenix Index
74%
77%
77%
83%
104
108
18%
15%
20%
20%
111
133
16%
14%
17%
18%
106
129
16%
15%
17%
13%
106
87
92%
87%
83%
79%
73%
67%
94%
87%
78%
77%
68%
67%
102
100
94
97
93
100
26%
17%
22%
25%
29%
22%
12%
21%
12%
24%
31%
31%
46
124
55
96
107
141
9%
20%
15%
13%
10%
7%
35%
18%
14%
12%
9%
10%
389
90
93
92
90
143
26%
18%
16%
14%
12%
12%
23%
16%
14%
13%
13%
12%
88
89
88
93
108
100
76%
76%
73%
73%
77%
82%
73%
75%
101
108
100
103
11%
15%
21%
27%
26%
27%
23%
28%
236
180
110
104
16%
15%
14%
13%
16%
17%
14%
16%
100
113
100
123
15%
16%
16%
17%
17%
14%
21%
18%
113
88
131
106
Index: Compared to national Facebook users, Phoenix Facebook users are 3%
more likely to have household income in excess of $100,000.
Source: comScore August 2011

25. Some Facts…

26. Some Facts…

27. Some Facts…
41.5% say they’d recommend a
business that they heard about
from friends on Facebook
36% recommend brands they
learned about on Blogs

28. Some Facts…

29. Benefits of Social Media
Social Media Marketing Industry Report. April, 2013

30. The Conversation is Already Going On
Right now, at this moment, people are talking about your product online. You can’t
start it or stop it. You can choose not to engage . . . .” Jim Licinski, Google

31. The Analogy

32. Key to Social Media
"When there were just a few platforms, means of
communications were controlled by governments and
corporations… *that+ paradigm shattered. New technology has
made it possible for every one to be a broadcaster. Anyone can
take the stage and hold it depending on their content. We
[UNICEF] decided that we should get involved in as many
of the new platforms for delivering our messages about
children as we could.“
Stephen Cassidy , UNICEF

33. Social Media
Publish
Nurture
Syndicate
Engage
Integrate
Monitor

34. Publish

35. Publish

36. Publish
• Conversation without content is empty
rhetoric
• In social media, the difference between
consumer and professional is content
• Content:
• Demonstrates thought leadership
• Drives conversation
• Increases findability

37. What to Publish

38. What to Publish
1.
2.
3.
4.
5.
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Focus on the cause
Promote
Educate
Advocate
Collaborate
Aggregate

39. What to Tools to Use
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Blogs
YouTube
Podcast
White Papers
Seminars
Newsletters

40. Syndicate
• Once great content is created, use “as many of the new
platforms for delivering *y+our message” as you can
• Increase reach and frequency of exposure to your content
• RSS = Really Simple Syndication
• http://navelmarketing.com/feed/
• PPLS
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Plug your feed in wherever possible
Push content through Newsletters
Link to specific content
Share content offline

41. Syndicate

42. Syndicate

43. Syndicate

44. Integrate
• In order to maximize efficiency and
effectiveness, integrate your platforms
• Use RSS to share content
• Use integrated technology tools
• HootSuite
• TwitterFeed
• Facebook Applications

45. Integrate

46. Integrate

47. Monitor
• Social Media is infinitely trackable
• Active
• Google Search
• Technorati
• Twitter Search
• Passive
• Google Alerts
• Twitter Instant Updates
• TweetDeck/Hootsuite
• Mention

48. Monitor

49. Monitor

50. Monitor

51. Monitor

52. Monitor

53. Engage
• Content without conversation is advertising
• Respond to comments directed to you
• React to other’s commentary
• Engage in meaningful discussions
• Seek out the “coffee shops” related to your target and engage
• “Cocktail party” rules
• Start with an introduction and a question
• Be humble and respectful
• Be you

54. Nurture
• Look for opportunities to add value
• Links
• Introductions
• Answers
• Promotion
• The easiest way to make friends is to serve
• “Service is the price we pay for the privilege of living on
this earth.” Gandhi

55. Nurture

56. Nurture

57. Nurture

58. Summary
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Become an organization worth talking about
Then facilitate and participate in conversations
Social Media are conversation technologies
Social media can not only increase your brand
awareness, but generate donations
• Successful social media combines content and
conversation

59. Social Media
Publish
Nurture
Syndicate
Engage
Integrate
Monitor

60. www.westminster-mo.edu