1. 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
2. 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.
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
3. After-Event Slides & Resources
• The slides and resource links are available
electronically after the event:
www.marketingsavant.com/dcnpg
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
4. Presentation Outline
• Fundamentals
– Social Media: What Is It?
– Social Media Strategies & Channels for NPO
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The MarketingSavant Group 888.989.7771
5. 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
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The MarketingSavant Group 888.989.7771
6. More Simply Put:
“Social Media is
people having
conversations
online.”
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The MarketingSavant Group 888.989.7771
7. What are they doing online?
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The MarketingSavant Group 888.989.7771
8.
9. If You’re Online…You’re In Social
Media
Source: Universal McCann Social Media Tracker Wave 3 www.marketingsavant.com
The MarketingSavant Group 888.989.7771
10. 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)
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The MarketingSavant Group 888.989.7771
13. 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
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The MarketingSavant Group 888.989.7771
15. 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)
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The MarketingSavant Group 888.989.7771
16. Your Mission:
http://nonprofit.about.com/od/marketing/tp/writing101.htm
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The MarketingSavant Group 888.989.7771
17. 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
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The MarketingSavant Group 888.989.7771
18. Overview of working parts
• Website
• Blog
• Job/Volunteer Site
• Facebook Tools
• Microblogging Tools
• Monitoring Tools
• Communities
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
19. Your Website
• Your “home
base”
• Sets the tone,
authority and
mission –
needs to be
“perfect”
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The MarketingSavant Group 888.989.7771
20. 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
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The MarketingSavant Group 888.989.7771
21. 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)
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The MarketingSavant Group 888.989.7771
22. 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)
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The MarketingSavant Group 888.989.7771
23. 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.
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
24. 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
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
26. 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
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The MarketingSavant Group 888.989.7771
27. Facebook
• Events
• Fan Pages
• Groups
• Personal Pages of Believers
• Paid Advertisements
• Causes
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The MarketingSavant Group 888.989.7771
29. Facebook Ads
• Quick Targeting
– Age
– Education
– Location
– Gender…
• Start/Pause/Stop
• CPC Basis
• Export Reports
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The MarketingSavant Group 888.989.7771
30. 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
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The MarketingSavant Group 888.989.7771
31. 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
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The MarketingSavant Group 888.989.7771
32. Microblogging
Links: 26 Charities and Non-Profits on Twitter
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The MarketingSavant Group 888.989.7771
33. Driving Conversations
• American Cancer Society
• “More Birthdays”
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The MarketingSavant Group 888.989.7771
34. Social Media Listening
• What are people saying about your
organization?
• Your competitors?
• Your tribe?
• Your peers?
• Services to try: Radian6, TweetBeep,
TweetAlert, Google Alerts
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The MarketingSavant Group 888.989.7771
35. 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.
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The MarketingSavant Group 888.989.7771
36. Free
Scratch the Surface
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The MarketingSavant Group 888.989.7771
37. Comcast provides support via Twitter
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The MarketingSavant Group 888.989.7771
38. 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.
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
39. Share Things
Like Photos… …and Videos
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The MarketingSavant Group 888.989.7771
40. Podcasts & Vodcasts
• More human &
emotional than
blogging
• Be found on Google
• Low investment
• Easy distribution
• Differentiator
• Share more than text
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
41. 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
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The MarketingSavant Group 888.989.7771
43. Feature: Friendfeed
• Consolidate
• Simplify
• Track
• Comment
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The MarketingSavant Group 888.989.7771
44. Case Studies
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45. Toolkit
Blog
Facebook fan page
YouTube Videos
Twitter stream
eBay sales page
Goodwill uses social media to increase sales of its high-end merchandise
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The MarketingSavant Group 888.989.7771
46. Goodwill of Greater Washington
3 Lessons:
1) Incorporate Into Marketing Strategy
2) Regional Execution
3) Entertainment + Trust = Desire to Shop
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The MarketingSavant Group 888.989.7771
47. 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%
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The MarketingSavant Group 888.989.7771
48. Alzheimer Society/ Twitter
• Feature: Use of Twitter for Awareness.
A Million Tweets to Remember Campaign
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The MarketingSavant Group 888.989.7771
49. Brooklyn Museum/ Integration
• Feature: The Brooklyn Museum
TV and
Radio Magazines
Integrated Social
Media
Campaigns
Direct
Online Mail
Advertising
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The MarketingSavant Group 888.989.7771
50. Define the Plan
• Outline Organization Objectives
• Define The Audience
• Choose Social Channels
• Integrate Into Current Program
• Tie Into Metrics
• Implement the Plan
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The MarketingSavant Group 888.989.7771
51. Understand Your Organization
Social Media is a NOT a universal answer!
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The MarketingSavant Group 888.989.7771
52. 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)
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The MarketingSavant Group 888.989.7771
53. 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.
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
54. After-Event Slides & Resources
• The slides and resource links are available
electronically after the event:
www.marketingsavant.com/dcnpg
www.marketingsavant.com
The MarketingSavant Group 888.989.7771
55. Door County Non-Profit Association
Social Media & Social The MarketingSavant Group
Networking for Non-Profits www.marketingsavant.com
888.989.7771
dana@marketingsavant.com
www.marketingsavant.com
The MarketingSavant Group 888.989.7771