s k y l n c epresented by

SociaL MeDia for NoNProfitSWHAT THE C-SUITE SHOULD KNOW

“Social media is online media that starts conversations,encourages people to pass it on to others, and finds ways to travel on its own.”

-Idealware, The Nonprofit Social Media Decision Guide

isn’t all about sharing stuff about this guy...isn’t all about sharing stuff about thisSocial media

Really.

Instead, people use social media to talk about other things like...

this.

this.

this.

and this.

You know,

stuff that really matters.

According to Silicon Alley Insider...

600,000,000

119,000,000

total active users on facebook

total active users on twitter

“Millennials expect organizations to have the same fluencywith social media, the same comfort working beyond the organization’s institutional walls as they do.”

-Beth Kanter, Co-author of “The Networked Nonprofit”

“Social Media is an ingredient,not an entrée.”

-Jay Baer, Convince & Convert

“Nothing an organization“Nothing an organizationdoes is free.”

-Olivier Blanchard, Brandbuilder Marketing

“I heard it was free!”

“Actually, it’s not.”

Well, there areTime costs w/ staff:•planning•executing•managing

and...Tech costs:Even some tools have financial fees depending on what you want to do, measure, or analyze.

“Sorry, just being honest.”

depends on the breadth of your goals.The amount of resources you invest into social media

The big question:

What is the ROI of social media?

That’s like asking:

What is the ROI of social media?

email? the telephone?

“So, then...

Can social media drive nonprofit revenue?”

First...

Let’s see how the for-profit sector used social media.

Dunkin’ Donuts ran a contest via Facebook that generated 130,000+ submissions and 174,000 votes.

= increase of offline sales

#1

Lenovo reduced call-center activity by 20% by leveraging their online support community.

= cost savings+better relationships

#2

Dell sold $3 million in products through their Dell Outlet Twitter account.

That was in 2009.

#3

“What about nonprofits?”

“ahem!?”

In 2008, The Save Darfur Coalition used a Facebook page to raise more than $75k from its 1 million members.

= increased donations

#1

#2The National Wildlife Federation used blogs and Twitter to promote their new initiative, Greenhour.org.

After 8 months, the results?

Website views doubled from 8k to 16k

Email list doubled from 2.5k to 5k

Two points:

•Both FPO and NPO can deal with ROI.

•They had clear goals from the beginning.

Organizations will not share the exact same goals...

Everyone’s strategies and tactics will differ.

Your adoption of social media

should align withyour business goals.

Your adoption of social media

should align withyour mission’s goals.

And a third point:

•It doesn’t always have to be about ROI.

Another way of looking at it...

What problem are you trying to solve?

Your activities are like waypoints of the broader mission...

Can social media help us along the way?

Non-financial outcomesusing social media:

• build rapport w/ stakeholders

•Net new volunteers

• build advocacy with audiences

Financial outcomesusing social media:

• save on traditional media (print, broadcast, etc.)

• net new donations

• net new memberships

What technical advantages does social media have over traditional media?

•wealth of data•rate of reach•multiplicity of information

“But! if so many nonprofits are using it,

what’s the problem?”

Meanwhile,

on a misty mountain top...

zen kittyzen kittyzen kittyand current problems

with nonprofit social media

Dear Zen Kitty of social media wisdom,I want my organization to use social media, but I want to ensure that we do it right. What are some common pitfalls I must avoid?

“hmmmmmm....”

“There are 3 you must know...”

1.Not tying social media into your nonprofit’s core objectives.

Experimentation is good!when guided by a solid communications strategy.

No general sends out troops without a good reason why.

Think about it like this:

“So, why are we doing this again?”

“Dunno, the boss just said get out there and start engagin’.”

Wrong.Get concrete with goals or you’ll waste

your staff’s energy, time, and money.

“Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.”

“Our coming fundraisers will need lots of support. Can social media help out?”

“Our coming fundraisers will need lots of support. Can social media help out?”

“Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.”

“Our coming fundraisers will need lots of support. Can social media help out?”

“Most likely. We know our audience is already on Facebook. We can leverage both our website and Facebook to create a multi-channel campaign.”

•You can focus your resources.•You’ll know what tools make sense.

•You’ll know what metrics you need to measure success.

Much better.

2.Not establishing a measurement

practice.

Why measure?

•track progress

A metric only tells a part of the story.

So many metrics. The secret?

Measure what matters.

•track progress•gather actionable insight

actionable insight =

better decision-making

•track progress•gather actionable insight•justify your resources

3.100% push marketing

Aside from “business” functions, social media can

humanize and harmonize.

Don’t always talk about yourself.

Social media is still

just another channel.

Push vs. Pull

10% Push

90% Pull

“What do we talk about?”

Listen first.

Fastest way to learn how to engage your peeps?

See how other nonprofits are doing it.

Thank you!omg,

“Don’t mention it.”

Other issues worth addressing...

pr

marketing

pr

marketing

customer service

brand management

crisis management

pr

marketing

customer service

brand management

crisis management

pr

marketingmarketing

customer service

brand management

crisis management

Social media is a part of your

existing communications strategy

riskriskrisk

rewardrewardrewardvs

Flickr Photo Credits:

by eschipul

mrdestructicity

by the NOAA

by Steve Punter

by the IFRC

by Darkroom Productions

by rick

by x-ray delta one

by Eric Constantineau

by Univ of Iowa

by will biscuits

by Stéfan

by Stéfan

by Stéfan

by Stéfan

by milopeng

by i eated a cookie

by vernhart

by halfdos

Movie Screenshot Credits:

InfoGFX Credits:

Dr. Strangelove. Dir. Stanley Kubrick. With Peter Sellers, George C. Scott

Sterling Hayden, Keenan Wynn, Slim Pickens. Hawk Films, 1964.

Global Map of Social Networking 2011 by Trendstream.net

Twitterverse by Brian Solis and jess3

Social Media Landscape of 2011 by Fred Cavazza

www.skylance.orgSkylance leads wayward nonprofits & social enterprises into marketing and operational sustainability. We help them communicate better and execute missions more efficiently.

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