Social Media For Non Profits

Door County Non-Profit Association
Social Media & Social The MarketingSavant Group

Networking for Non-Profits www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

Dana VanDen
Heuvel

www.marketingsavant.com
The MarketingSavant Group 888.989.7771

About : Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.


After-Event Slides & Resources

• The slides and resource links are available
electronically after the event:

www.marketingsavant.com/dcnpg


Presentation Outline

• Fundamentals
– Social Media: What Is It?
– Social Media Strategies & Channels for NPO


What is Social Media?

SOCIAL MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS ACTIVITIES
THAT INTEGRATE TECHNOLOGY,
SOCIAL INTERACTION, AND THE
CONSTRUCTION OF WORDS,
PICTURES,VIDEOS AND AUDIO.
http://www.wikipedia.org


More Simply Put:

“Social Media is
people having
conversations
online.”


What are they doing online?


If You’re Online…You’re In Social
Media

Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com

Social Media is About ROI!
• The relationship is apparent and significant: socially engaged companies
are in fact more financially successful. So now we know it pays to be
social, but it is important to note that by “social,” we’re talking about deep
engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)


But…It Can
Be…“Complicated”

It Can Also Be
Distracting…
• Why you must have a
strategy in place
• Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts


Social Media Is Just a Set of Tools…
 Blogs
 Widgets
 Micro Blogs
 Online Chat
 RSS
 Social Networks
 Social Bookmarks
 Message Boards
 Podcasts
 Video Sharing Sites
 Photo Sharing Sites
 Virtual Worlds
 Wikis
 Local Search
(…just to name a few)

Your Mission:

http://nonprofit.about.com/od/marketing/tp/writing101.htm


What is the goal?

• Seth Godin has talked about raving fans. For
non-profit organizations and charities, I think
a better word is believers, advocates, your
“Tribe” or whatever…
• Your tribe can be workers, contributors,
donors, volunteers, board members and
beneficiaries of your services.
• The goal? Build a bigger tribe and base of
believers


Overview of working parts

• Website
• Blog
• Job/Volunteer Site
• Facebook Tools
• Microblogging Tools
• Monitoring Tools
• Communities


Your Website

• Your “home
base”
• Sets the tone,
authority and
mission –
needs to be
“perfect”


Everything should have
at least two homes (if
not more)
• The first, where it
originated, the second
the overall home,
which is your
website/blog
• Network tools should
connect believers and
tell the world where
to find your
information


Get Blogging (Transparency)
• You “almost need a blog”
• Dynamic vs. static content
• Audiences ‘connect’ with blogs
• Metaphor for:
– Transparent communication
– Authenticity
– Responsibility
– Reputation
• “Connectable platform” (Wordpress, Typepad)

Why Blogs?

• Those who use blogs and social networking
sites as an outlet for civic engagement are far
more active in traditional realms of political
and nonpolitical participation than are other
internet users. In addition, they are even
more active than those who do not use the
internet at all. (PEW Internet – 9/09)


Even if you have great
website, consider a blog site.
Remember, content and
conversation are paramount.

The best non-profits
connect supporters to
their website, blog and
to other relevant social
medias sites where your
audience hangs out.


Job Volunteer Site

• Even if the budget is small, it never hurts to
try to find great people.
• Because of our current economic situation,
more people are willing to build portfolios
through volunteer work.
• Many free options for this type of site.
• Another way to create believers


Communities

• A community is NOT always a necessary part
of a social media strategy.
• For NPs, it usually is.
• If your NP is local, it definitely is.
• Services to try: Ning, KickApps, HiveLive,
CrowdVine, CollectiveX, Me.com


Facebook

• Events
• Fan Pages
• Groups
• Personal Pages of Believers
• Paid Advertisements
• Causes


Facebook Ads

• Quick Targeting
– Age
– Education
– Location
– Gender…
• Start/Pause/Stop
• CPC Basis
• Export Reports


Facebook Causes
• Start a Cause
• Raise $$
• Show Fundraising
Momentum
• In order to accept
donations through Causes,
a nonprofit must be a
501(c)3 that is also
registered with GuideStar
• Payments through Network
for Good


Microblogging (Twitter)

• Easy, free access to distribution of your marketing
tools
• Requires little “buy-in” from believers or potential
believers
• Another way for your tribe to share your message
• Search allows you to connect with your tribe
• Easy to cross-reference more “in-depth” tools
• To try: Twitter, FriendFeed, Seesmic


Microblogging

Links: 26 Charities and Non-Profits on Twitter


Driving Conversations

• American Cancer Society
• “More Birthdays”


Social Media Listening

• What are people saying about your
organization?
• Your competitors?
• Your tribe?
• Your peers?
• Services to try: Radian6, TweetBeep,
TweetAlert, Google Alerts


Listen to the Conversation
• Be transparent. Be open and
honest in all communication.
• Be ethical. Live by the WOMMA
Practical Ethics Toolkit
• Be relevant. Share information
and perspectives that are
valuable to the online community
• Personalize and be personable.
• Address negative discussion
head-on.
• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it
pays to have a sound strategy for dealing with any
social media conversation taking place about your
brand.

Free

Scratch the Surface


Comcast provides support via Twitter


Using Video

Easy, free way for people to really “get involved”
from afar.
Services to try: vimeo, viddler, 12second.tv,
ustream.com, and mogulus.
Stream from your computer or invest in a small
flip camera.


Share Things

Like Photos… …and Videos


Podcasts & Vodcasts

• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text


Where are all the pretty pictures?

• Don’t forget to represent your events, your
believers, your workers with pictures.
• This is way more important than most people
realize.
• Stock is stupid. I want to see your FACE.
• To Try: Flickr, Photobucket, Picasa, Facebook,
Twitpic


Social Media Overkill?


Feature: Friendfeed

• Consolidate
• Simplify
• Track
• Comment


Case Studies


Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page

Goodwill uses social media to increase sales of its high-end merchandise


Goodwill of Greater Washington

3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop


A Few Good Stats
http://dcgoodwillfashions.blogspot.com/
• Over 11,500 unique visitors to the virtual fashion show 9/12
launch
• Over 42,000 page views
• 16% of fashion show visitors have been converted into online
Goodwill shoppers
• Fashion Show Visitors from 31 countries and 48 states plus DC
• 48% of fashion show visitors are from the DC, MD, VA region (the
area we serve)
• Blog is averaging between 600 & 700 visitors a week
• 5.6% of blog visitors are being converted into online Goodwill
shoppers
• Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following
the launch of the fashion show:
• Customer count + 6.6%
• Rack sales (clothing) + 16.5%
• Total sales + 8.275%

Alzheimer Society/ Twitter

• Feature: Use of Twitter for Awareness.
A Million Tweets to Remember Campaign


Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

TV and
Radio Magazines

Integrated Social
Media
Campaigns
Direct
Online Mail
Advertising


Define the Plan

• Outline Organization Objectives
• Define The Audience
• Choose Social Channels
• Integrate Into Current Program
• Tie Into Metrics
• Implement the Plan


Understand Your Organization

Social Media is a NOT a universal answer!

Take Lessons from Leading Brands
• Deputize people throughout the organization
• Understand each channel’s unique engagement
• Find champions
• Centralize coordination
• Be in it for the long haul
• Pick channels carefully
• Fish where the fish are
• Support engagement as an extension of company culture
• Encourage employees to use social media to get work done
• Make social media part of the job
• Modularize and Synchronize across channels (activity
streams)


For Tomorrow

• Draft your social media policy
• Identify your internal constituents:
– Identify one opportunity based on listening and
address it.
• Implement One Idea
– Choose one social channel and implement one idea.
Integrate it into your current communications
program and measure it.


Door County Non-Profit Association
Social Media & Social The MarketingSavant Group

Networking for Non-Profits www.marketingsavant.com
888.989.7771
dana@marketingsavant.com


Social Media For Non Profits

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