Social Me What?

Shonali Burke, ABC

Presented at PRSA’s National Capital ChapterNovember 18, 2009

Cartoon: http://www.flickr.com/photos/hubspot/3196650975/

Nonprofits & Social Media88% experimenting, 51% active users

85% will use SM more61% intrigued but struggle with SM

Source: Weber Shandwick Social Impact Survey, Nov. 12, 2009: http://impact.webershandwick.com/?q=social-impact-survey-finds-88-nonprofits-experimenting-social-media

Twitter• Two-way conversation• “Listen” (monitor)• Respond• Participate• Research• Engage• Customer service• Quality v. quantity

LinkedIn• Update profile• Status updates• Groups• Recommendations• Q&A• Blog Integration• Twitter Integration• SlideShare Integration

Facebook• Grow “fans”• Post regularly• Engage• Encourage action• Groups/Pages• Causes• Integrate Twitter feed, blog posts, Flickr, SlideShare

Flickr• Smart tagging• Groups• Sets• Integrate with other networks

YouTube & SlideShare

Pledge To End Hunger

Source: www.pledgetoendhunger.com

GoalsRaise awareness of childhood

hunger in USGive people tools to take actionNon-profit case study on SM &

cause marketing1K pledges in 7 days

Metrics# of pledge signees

$$ raised for Share Our Strength

Unique site visitors, Tr.im url click-thrus, Facebook

cause members, YouTube videos viewed,

#HungerPledge usage, SXSWi podium mentions

AudienceActive Twitterati, bloggers

SXSWi attendees & followers

Corporate/non-profit email databases

Wild cards: 2-3 degrees of separation

Courtesy: Scott Henderson & MediaSauce

Story

•1 of 6 kids hungry

•1 click feeds 140 kids

Strategy

•Standalone site online hub

•SM outposts•Easy call to

action

Tactics

•2 “co-chairs,” 50+ “champions”

•Twitter, Facebook, YouTube accounts

•Email•Avatar,

hashtag, badges

•CTA: give, volunteer and/or share

Courtesy: Scott Henderson & Media Sauce

Results• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• > 19k site visitors• $28k for Share Our Strength

(@95% 1st-time donors)• 2,600 members of Facebook

Cause• 560k servings of food to

food banks in 4 cities

Courtesy: Scott Henderson & MediaSauce

Social Media Smarts• Listen well• Integration = Efficiency• Focus on inbound v.

outbound• Don’t go long, go short

KPIs Business Objectives

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Janu

ary

Febru

ary

Mar

chApr

ilM

ayJu

ne July

Augus

t

Septe

mbe

r

Octobe

r

Novem

ber

Decem

ber

Exp

osur

e

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Web

site

vis

itors

Overall exposure Web traffic

Courtesy: KD Paine & Partners

KPIs Business Objectives

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Janu

ary

Febru

ary

Mar

chApr

ilM

ayJu

ne July

Augus

t

Septe

mbe

r

Octobe

r

Novem

ber

Decem

ber

Exp

osur

e

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

Don

atio

ns

Overall exposure

Online donations

Courtesy: KD Paine & Partners

Remember…

• “Social media” is not a strategy• Integrate SM with other tactics &

MSM• Align with business objectives• Identify & work towards KPIs• Take your time… but commit

Image: http://www.flickr.com/photos/hdbizblog/3510994588/in/set-72157617833514202/

Questions?

Thank you!

You can find me at:E-mail: info@shonaliburke.comTwitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15

Photo: http://www.flickr.com/photos/27546063@N03/3717938304/