Harnessing Social Media for A Cause: How Non-Profits and Other Mission-Driven Organizations Can Practice Effective Relationship Marketing Online
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Successful non-profits and other mission-driven organizations realize that committed, long-term staff, donors and volunteers are worth their weight in gold--they are what keeps an organization afloat and help it to thrive in turbulent times. So how do you build, but more importantly, retain those relationships? “Relationship marketing,” a classic marketing concept, says that success comes from creating customer satisfaction and retention through personal, customized relationships, as opposed to “direct” or “broadcast” marketing, which uses the same generalized message to sell products to the masses. Relationship marketing is also the “secret sauce” behind the successful use of social media, especially for non-profits and other mission-minded organizations with a need to create an emotional connection between themselves and their audience(s). In this workshop, you will learn why relationship marketing and social media go together like peanut butter and jelly, as we explore where and how to build relationships online. We will cover: -Relationship marketing vs. Broadcast marketing -The strengths and weaknesses of playing in someone else’s community and/or building your own community -Effective storytelling--getting clear on your message and your audience(s) -How to integrate social media into organizational workflow -What makes people choose a relationship -The importance of making emotional connections with “friends” and “fans”, not just “customers” and “donors” -How to invite people to engage online -How to create charismatic content -How to create two-way conversations -How to nurture online relationships -Beginner, Intermediate and Advanced ideas for social media engagement
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Harnessing Social Media for A Cause: How Non-Profits and Other Mission-Driven Organizations Can Practice Effective Relationship Marketing Online
- 1. Harnessing Social Media For a Cause: How Non-Profits and Other Mission- Driven Organizations Can Practice Effective Relationship Marketing Online A Presentation by Julia Dvorin, “Duchess of Direction” at Archer Web Solutions, LLC
- 2. About Archer Web Solutions • Over 20 years of in-the-trenches work in Internet technology, business development, branding and education • Our mission: to provide efficient, effective Internet solutions to help businesses and non-profits grow to the next level and “hit the target every time” • Specialists in content management systems and other technologies that empower “normal” users
- 3. Assumption: Relationships are an Organization’s Key Asset
- 5. Relationship Marketing + Social Media = Peanut Butter + Jelly
- 6. What Makes People Choose a Relationship? • Emotional Connection • An Invitation to Engage • Continuing Charismatic Content • Two-way Communication
- 7. How DoYou Create Emotional Connection? • Tell Stories • Talk About Individuals, Not (Just) Numbers • Be Real • Be Personal • Be Relevant • Be Trustworthy
- 8. How DoYou Invite People to Engage Online? • BeVisible in Community Spaces or in Someone Else’s Online Space • Interact With Someone in a Giving Way • Invite Them toYour Website/Blog/Page/etc • BuildTrust and ProvideValue • OfferYour New Contact Engagement Options
- 9. How DoYou Create Continuing Charismatic Content?
- 10. How DoYou Create Two- Way Communication? • Give Without Expectation • Listen • Respond (Quickly!) • Reciprocate
- 11. How DoYou Nurture Online Relationships? • Tailor Tactics to the Space,Yet Be Consistent • Realize that people live in multiple networks • UseYour Web Site asYour Hub • Integrate Social Media IntoYour Workflow • Build Relationships with Influencers
- 12. Ideas for Social Media Engagement
- 13. Ideas for Social Media Engagement Intermediate: • Start Blogging • Push Same Status Update to Multiple Services (Ping.fm, Hellotxt) • Autopopulate blog to FB/LI,Twitter to LI/Website • Publicize Events/News on All Platforms • Create/Participate in LI Group,Answer Questions • Set Up Social Bookmarking Accounts • Search to See HowYour Content is Tagged
- 14. Ideas for Social Media Engagement Advanced: • InteractWith Social Media Every Day • Create Channel-Specific Content • Collaborate on Content Production • Measure and Tweak, Measure and Tweak • Experiment (and Measure and Tweak)
- 15. Take-away Points • Relationships make a non-profit run • Social media helps you create and nurture relationships • Invite people to engage...and stay engaged yourself • Smart Monkeys use tools • Make a plan for your social media goals (and follow it!)
- 16. What AreYou Doing With Social Media? • What’s working? • What’s not working? • What do you want to try next? • What would you recommend to other organizations?
- 17. Thank you! For more information please visit www.archerwebsolutions.com Or email me at julia@archerwebsolutions.com LinkedIn: www.linkedin.com/in/juliadvorin Twitter: @archerweb
Notas del editor
- Before I start, let me ask how many of you are involved in some way with Social Media for your organization? How many blog? How many have a FB page or group? (or are aware of/involved in one that your community has started? Anybody still on MySpace? How many are on Twitter? How many are on LinkedIn? How many use Social Bookmarking (Digg, Stumbleupon, Delicious, Reddit, etc) How many use YouTube or Flickr? How many use Lo-So? (Foursquare, Gowalla, Britekite)
- Successful non-profits and other mission-driven organizations realize that committed, long-term staff, donors and volunteers are worth their weight in gold--they are what keeps an organization afloat and help it to thrive in turbulent times. So how do you build, but more importantly, retain those relationships?
- “Relationship marketing,” a classic marketing concept, says that success comes from creating customer satisfaction and retention through personal, customized relationships, as opposed to “direct” or “broadcast” marketing, which uses the same generalized message to sell products to the masses.
- Relationship marketing needs a platform—it needs access to existing social networks in order to function. Social media provides a huge, easily accessible collection of networks, so it is an especially good place to do relationship marketing. Social media is all about building relationships and sharing information within the relationship network. People trust those relationships because they’ve chosen them.
- People support what they care about. But also, WHO they care about. An emotional connection--to your cause, to your organization--is what makes people want to give, or volunteer, or spread the word about your event. It is what makes people want to engage. In social media, participation is defined by caring. Social media sets up the infrastructure through which relationships can happen. Your messaging about who you are and what you do and why it’s important must engage on an emotional level, preferably one that allows your audience to see their own lives and values reflected in the message. How do you make people care? Tell stories – show impact Talk about Individuals, not (just) numbers Be real, and be yourself (authenticity) Be relevant - help them make a connection between self and other (“hey that could be me/this is my life too”) Be trustworthy (respond quickly, video is better than audio but audio is better than text)
- Know Your Audience: you’ve got to know who you’re talking to Listen to your audience: what is it they want to see/hear? Make sure to respond not only to negative, but also to positive (you asked for it, we’ll give it to you) Give: without expecting back. This increases credibility and trust. Educate: also increases credibility and trust Invite Involvement: if you don’t ask, you don’t get. People want to be invited, personally, by someone they care about/trust. Tell Stories: everyone loves a good story, and they’re easier to remember Be Real: people can smell a fake pretty easily Be Personal: show the people behind the organization, the personal passion behind the cause Be Consistent: also increases credibility Collaborate: let users generate content, whether new or remixed (mashups are the new normal)
- I’ve mentioned a bunch of these already, but they bear repeating. Re: Responding to your audience, here’s an interesting finding about what creates trust, from Mashable: In e-mail, Linkedin and Facebook messages, much of the traditional markers of trust, such as voice intonation and body language, are hidden. Olson finds that when only text is available, participants judge trustworthiness based on how quickly others respond. So, for instance, it is better to respond to a long Facebook message “acknowledging” that you received the message, rather than to wait until there’s time to send a more thorough first message. Wait too long and you are likely to be labeled “unhelpful,” along with a host of other expletive-filled attributions the mind will happily construct. Psychologically speaking, responsiveness makes it easier for others to attribute our misdeeds to the situation, rather than our personality. If you find keeping up with multiple inboxes difficult, you might consider having sites such as Linkedin and Facebook send e-mail alerts. Then, only archive the e-mail once the message has been responded to. Reciprocate: make sure you do nice things for others. Retweet, repost, link, Digg, post on FB.
- Tailor Tactics to the Space, Yet Be Consistent It’s important to understand the culture of each social network/channel You want some consistency in voice and personality across channels Realize that people live in multiple networks don’t only repurpose content – people who encounter you several places will get tired of repetition remember online may lead to offline and vice versa Use Your Web Site as Your Hub Make sure all your online presences connect back to your web site, and that your web site aggregates ways to connect with you (if not actual content from those places) Integrate Social Media Into Your Workflow Set specific time/day to engage with social media, and make it a habit Make one person responsible Build Relationships with Influencers Not every relationship is equal—who has more followers, is already involved in other networks?
- Have A Plan: Basic: “What’s your story and who do you want to tell it to?” Advanced: Each organization must regularly ask: Who are we? Whom do we serve? Why do we do what we do? In service of what end goal(s)? Whom do we want to reach? (Audience) Where do those people “hang out”? What do they care about? How can we connect with those concerns? What emotion(s) do we want to evoke? What experience are you “selling”? (Security, Freedom, Family, Compassion, Caring, Comfort, Justice...) What online tools will make it easier for our audience to engage? (comment, discuss, share, donate, volunteer, advocate, connect...) What voice or personality do we want to project? How can we stay engaged with our audience(s)? Find Your People: Search for blogs in your industry or topic area (try technorati.com, or blogsearch.google.com). Subscribe to blogs that seem interesting to you, and read them for a while before you comment to make sure you understand the context and the tone. When you find a good blogger, follow them on Twitter/FB too. Give a specific person in your organization the leadership role in social media interactions – and not an intern! Set Up Tools: Get an RSS Feed Reader (eg Google Reader). Get a desktop and mobile Twitter Client (e.g. Tweetdeck, Hootsuite, Twittelator) Create Twitter Lists and FB Lists to sort and control noise Monitor Your Brand/Keywords: Set up Google Alerts and Twittersearch/Tweetbeep Search Digg and StumbleUpon to see what is popular in your areas of interest Join the conversation: Comment on blogs, YouTube, FB, forums; vote on articles for Digg, StumbleUpon Set a specific time/day to scan and interact with Social Media (e.g. every morning at 9am, every Wednesday at 2pm) - and make it a habit. Set Up Profiles: Make sure they are complete and consistent from place to place Hook Up Social Media to Web Site: Add buttons and links to your web site that allow people to easily subscribe to your blog feed, follow or retweet you on Twitter, re-post or “like” you on Facebook, connect with you on LinkedIn, post a review for you on Yelp, or add you to Digg/StumbleUpon.
- Interact With Social Media Every Day At least scan/read, if not post/update Results require effort over time Create Channel-Specific Content Be aware of your audience in each place and the netiquette/social norms of say, Twitter vs FB – they can be different! Collaborate on Content Production Create contests Offer content to be remixed Encourage user-generated content Measure and Tweak, Measure and Tweak Twitter Search: lets you search for phrases or key words of interest to you (e.g. your company or product names) Twitter Grader or TwitterCounter: provides all kinds of analytics for Twitter Monitter, a service that monitors Twitter mentions in real-time in a multi-column interface. Simply input a search term into a column, add or remove columns as desired, and get an automatically-refreshing picture of what people are saying about your brand or competing brands in your space. Socialmention – Social Mention is a social media search and analysis platform that aggregates user-generated content from across the universe into a single stream of information. It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web’s social media landscape in real-time. SocialToo – SocialToo can help you be a social networking power user. It let you keep your follower lists in sync across networks, and learn more about your relationships. Impressive features would include – creating surveys and sending them to multiple networks, track social media stats, auto follow, auto filtering and much more. Twitteranalyzer – It is an interesting tool that helps to get all kind of statistic chart about you and your friends behavior at Twitter site. If you love using Google Analytics then this tool is sure to impress you. Some exciting features of Twitter Analyzer are – you can see how followers are online presently, who retweets your messages, what people are writing about you, Twitter following stats, your Tweeting habits and many more. Twitalyzer – Twitalyzer is a free tool to evaluate the activity of any Twitter user and report on dozens of useful measures of success in social media. In other words, Twitalyzer is the tool that gauges your presence and popularity in Twitter. Some interesting features would be your virtual influence, Links to URLs, the signal-to-noise ratio, your clout, generosity, your tendency to share good info and tweets with others by retweeting and other useful measures of success in social media. Scout Labs social media monitoring tool is web based, and with an interface like Google Analytics it tracks almost all the online social media channels. It measures all the negative/positive signals and gives you reports based on the overall performaces. Social Mention is a web based tool that makes it simple. It finds the brand mentions on any particular channel like blog/micro blogs and gives you a comprehensive idea of how the brand is perceived by users. It also gives you idea about the general “perception” of the brand in terms like positive, negative or neutral. PostRank is a scoring system developed by PostRank (formerly AideRSS) to rank any kind of online content, such as RSS feed items, blog posts, articles, or news stories. PostRank is based on social engagement, which refers to how interesting or relevant people have found an item or category to be. Examples of engagement include writing a blog post in response to someone else, bookmarking an article, leaving a comment on a blog, or clicking a link to read a news item. PostRank measures engagement by analyzing the types and frequency of an audience's interaction with online content. An item's PostRank score represents how interesting and relevant people have found it to be. The more interesting or relevant an item is, the more work they will do to share or respond to that item so interactions that require more effort are weighted higher. SWIX is like Google Analytics for social media. You wouldn’t run an important web-site without tracking your traffic patterns, nor should you invest in social media without understanding how it’s working for you. It allows you to have a dashboard of all your important numbers, such as total visits to your website, Twitter followers, Facebook fans, Facebook friends, Youtube subscribers, page rank, RSS subscribers, and much more. Free while in beta. Experiment Don’t sit still, try something! NWF with Foursquare story...