Social Media for NFP

transcript

Advanced Social Media Marketing for BusinessActions

Today's Seminar

1. How Social Media can benefit your company.

2. Monitoring/Evaluation: Should YOU be on social media?

3. Differences between the social media networks.

4. The importance of Social Media Policies.

5. How to use social media.

6. Next Steps: What to do now.

During the Seminar...

Take notes but don't just copy slides, we'll give you those after.

Ask questions. Interrupt if you need to. We can learn from each other.

Initial questions?

So...Why use Social Media?

Why use Social Media?

34% of Canadian businesses have won new business through social media networks (the global average was 40%)

28% of Canadian businesses have set aside a dedicated marketing budget to social media

60% of medium-sized Canadian companies and 34% of small companies won new customers through social media

53% of respondents stated that “keeping in touch with business contacts” was the primary reason they use Social Media

51% said that they used it to organize, connect to and manage customer groups

94% say that brand building is currently the primary purpose for business social media usage

76% of people think advertisers lie.

SOCIAL MEDIA is a way to listen and talk to the real company,not some crafted advertisement.

When making a purchasing decision (or spending money in general), would you trust an advertisement or a friend?

Why use Social Media?CRM(Customer Relations Management)

Your customers and clients are actively talking online, so why not move your CRM there as well?

Why use Social Media?Marketing and Sales

People are ignoring the old standard 'push' way of marketing. They want to be informed, not told what to do.

Why use Social Media?Cost Effectiveness

Online ads: Clicks vs Views

Vs Old-school media

Why use Social Media?Reach

Mass amount of people in one messageAbility to share, spread organicallyChance to go viral

Why use Social Media?PR – Sharing News

Original Content(blog)

Twitter Facebook

Your Audience (Current clients, potential customers, suppliers)

Why use Social Media?SEO(search engine optimization)

Google Rank Increases With:

1. Original Content on sites (blogs)

2. Links back to website from other sources (Facebook, Twitter, LinkedIn)

3. Last edits to website (blog, social media)

Consider...Should YOU be on Social Networks?

Consider...

Should YOU be on Social Networks?

In London alone, on Facebook, there are:

343,680 people

* who live within 10 miles of London, ON * age 18 and older

Can you accurately calculate how many people see your current marketing and ads?

Canadians are using Social Media

• 83% of Canadian Internet users have been on Facebook

• 22% of Canadians over 60 use social networks

• 73% of Canadians under 30 use social networks

Why are they using social networks?

• Younger users and women use these sites for socializing

• Older users use these sites to obtain and share info

• Youth use these sites for entertainment

Consider...

Do you have something to share?

You are already an expert in what you do.(meaning you know more than 99% of other people) Let people know by sharing information. The easiest and most cost effective way is via social media.

Consider...

Monitoring

Tools:

1. Google Site SearchEg: type: “site:facebook.com company”

2. Google Alerts

3. TweetDeck Keyword Search

What...Networks to use?

What...

Networks to use?

The largest social network in the world at almost

700 million users.

Brand Pages

Custom Landing Pages

Targeted Advertising

What...

Networks to use?

1. Hosted Photos/Content2. Contests3. Direct Ads4. Stationary, more website-like5. Gives people a place to link back to6. Lets people 'share' what they do

What...

Networks to use?

Instant, real time messages that can be seen by anyone

who “follows” you.

140 Character Limit.

130 Million Users (12-15% of Canadians)

What...

Networks to use?

1. Direct conversations2. Allows you to search out new people3. Real-time = spending time4. Allows you to 'watch' similar organizations and the market.

What...

Networks to use?

1. Corporate presence2. In-depth discussions in Groups3. Lists employees, volunteers

What...

Networks to use?

Everything Else(Foursquare, Gowalla, Places, Quora)

1. Online and Local Presence2. Marketing Dispersion3. Brand Awareness

The...Importance of a Social Media Policy

American Red Cross

How to...Use Social Media for NFP

5 Mistakes Companies Should Avoid With Social Media…

1. Signing up then not participating. A tell-tale sign that Twitter is nothing more than a check-off on your social media check-list: when you rarely post to Twitter or Facebook it will show.

2. Self Promotional Tweets. Accounts that sound more like cars salesmen, constantly using promotional Tweets to tout their own internal messages.

3. Fail to generate Twitter traffic ‘to anything”. Having specific landing pages (ie: a blog post on your site) that are linked to in Tweets or Facebook is the best idea. The blog serves as the central component to your social media strategy.

5 Mistakes Companies Should Avoid With Social Media…

4. Failing to engage in the conversation. Social media and tools such as Twitter, provide the most efficient means of creating personal network with your current and potential audience, but this does requires more than just posting about the organization; it requires talking and responding.

5. Starting a social media campaign without a plan. Its like running a marathon without prior training. It will seem like a good idea until you realize you are not ready for it. Social media consultants can add valuable insight and prepare the company for a social media campaign.

By the end of 2011 half the companies online using

social networks will manage them wrong, creatingconsumer doubt and decreased brand value.

Why? Rushing in without a planned strategy with benefits

outlined for both consumer and company.

How To...

Use Social Media for NFP

Social Manners

Know the language.

80/20 rule: Be helpful, not promotional!

Know what not to say.

How To...

Use Social Media for NFP

Corporate vs Personal

Time Tone Content Personality

How...Other Companies are Using Social Media

Martell Home Builders

Home builder from Moncton, NB (pop. 60,000)

Blendtec – “Will It Blend?” Campaign

Blendtec was an unknown blender manufacturer

Created an ongoing series of YouTube videos, blending everything from hockey pucks to iPhones

Blendtec – “Will It Blend?” Campaign

• 101 videos produced to date

• Videos went viral:The first video got 23, 000 YouTube hits the first day Each video gets from 22,000 to over 8 million hits

• Reported 500% increase in online sales

Results?

• Fun and unique marketing with no “buy now” sticker

• Branded the blenders as durable

Make A Wish Foundation Vancouver 24-hour Fundraiser

Make A Wish Foundation Vancouver – 24h Fundraiser

Make A Wish’s Vancoiuver chapter along with Anthony Caridi of KasuFunding.com put together this online event.

Over a 24 hour period they used various social media vehicles to raise donations. Starting with a simple Tweet and integrating KasuFunding.com’s social donation website.

Make A Wish Foundation Vancouver – 24h Fundraiser

Make A Wish raised over $12,000 in the 24 hour period using 100% online social media methods.

Results?

They first contacted people of influence on Twitter to reTweet their message about the fundraiser. They kept the message simple online to allow for easy sharing and no confusion. KasuFunding.com also allows you to donate then ‘Share This’ to your friends.

Canadian Cancer Society“Join the Fight”

Where...To go from here

Where...

To go from here

ListenIs social media worth it for your company?

Ask your current clients what networks they are on.

Would they rather get news over Facebook than printed newsletter?

What age are your prospects? Each network has different demographics.

Where...

To go from here

Avoid False Promises

Where...

To go from here

Use the tools.

TweetDeck, Hootsuite <-- Twitter, Facebook posts Wordpress <-- Blogs Social Mention <-- Monitoring Google Analytics <-- Recording traffic

Where...

To go from here

In-House Management

Average time spent of new social media worker creating account, learning to converse, finding the target audience: 60%

Once accounts are active, training is accomplished and networks are built: 10%

Where...

To go from here

External Management

Professionals = No Bad Tweets

Fast, efficient and able to use extended monitoring

Cost effective at start up

Always up-to-date on market and network changes, upgrades, new tools, etc.

Where...

To go from here

Budgeting

Compare to other marketing streams: billboards, newspaper.

What is a conversation worth to you?

Pre-plan prizes for contest.

Social Media for NFP

Technology