Social Media MarketingFor Non-Profits

Matthew O’Brien@blogster

“Build a Footprint…Generate ROI”

Presented for Maricopa Association of Governments on 10-15-2010

Overview on Social Media Marketing Social Media Footprint Social Media Business Applications How to Measure ROI What Resources are Needed?

@blogster@Mint_Social Social Media Marketing for Non-profits

Who is this Guy Presenting?

Avid risk-taker 20 years in digital media Fortune 500 to start ups

World Webinar Network AZIMA Board Member Volunteer

Social Media Marketing for Non-profits

What is Social Media?umbrella term that defines the various activities that integrate technology, social interaction, and the publishing of words, pictures, videos and audio

@blogster Social Media Marketing for Non-profits

Your Website

Is one of Millions

Is Your Content…

Social Media = Publishing Social Media = Publishing RightsRights

Where 3 out of 4 people are online?

@blogster@Mint_Social

Web Search Trends“Where we spend our time online”

@blogster@Mint_Social Social Media Marketing for Non-profits

Consider this…

There’s a conversation going on online, with or without you.

If you choose not to engage, you’re simply giving up the ability to manage and influence what’s being said.

@blogster@Mint_Social Social Media Marketing for Non-profits

Cost Effective?

“With production costs low…the opportunity to create branded micro content that consumers will invite into their lives becomes a financial reality with a huge ROI upside. It’s advertising people want to watch.”

Tom Martin, Positive Disruption

@blogster@Mint_Social Social Media Marketing for Non-profits

Survey says…

Data released by Cone, Inc. 93% of Americans expect companies to

have a presence in social media. 85% say companies should interact with

consumers via social media.

@blogster@Mint_Social Social Media Marketing for Non-profits

Deep Thoughts…Deep Thoughts…

@blogster@Mint_Social Social Media Marketing for Non-profits

Deep Thoughts…Deep Thoughts…

@blogster@Mint_Social Social Media Marketing for Non-profits

Deep Thoughts…Deep Thoughts…

@blogster@Mint_Social Social Media Marketing for Non-profits

The visibility Multiplier Effect

Published Weekly

50+ sites

50X – 1000X more traffic to your website

1 Document

@blogster@Mint_Social Social Media Marketing for Non-profits

@blogster@Mint_Social Social Media Marketing for Non-profits

Top 10 Results in GoogleTop 10 Results in Google

Articles Videos Blogs Social Networks Websites Press Releases PowerPoints Photos Audio (Podcasts)

@blogster@Mint_Social

OnlineOnlinePublishingPublishing

HubHub

Micro-Micro-BloggingBlogging

Videos,Videos,Audio, Audio, PhotoPhoto

SocialSocialNetworksNetworks

RSSRSSAggregationAggregation

ToolsTools

VisibilityMultiplier

Effect

Articles,Articles,DocsDocsPRPR

ApprovedApprovedMonthlyMonthlyContentContent

PartnerPartnerContentContent

Inbound Links and TrafficInbound Links and Traffic

Social Media Marketing for Non-profits

Social Media Business Applications

5 Objectives of Social Media (The 5 W’s) Reputation Management (‘Who’ Are

You?) Branding (‘What’) Marketing (‘Where’) Listening/Engaging (‘When’) Monetization ( ‘Why’)

@blogster@Mint_Social

Social Media Marketing Tips

Repurpose Content Create “contributor networks” Get More Unrefined Think Non-Branding Integrate Traditional with New Marketing Track ROI

@Mint_Social Social Media Marketing for Non-profits

Your Publishing Hub “Blog”

@blogster@Mint_Social

Syndicate Your Content

Twitter – www.FeedTwitter.com Facebook – Fan Page – Edit Notes - RSS LinkedIn – Create a Business Page - RSS MerchantCircle.com – Profile - Blog Posts Google Maps and Alerts – RSS - KML

@Mint_Social Social Media Marketing for Non-profits

Google Maps

Social Media Marketing for Non-profits

Get Contributing Writers

Enroll Volunteers Google Alerts - RSS Have a Connect Page –

Testimonials – Referrals

Social Media Marketing for Non-profits

Get Online Donations

PayPal.com Change.org Merchant Account

Email capture option

@Mint_Social Social Media Marketing for Non-profits

Web Video Strategy

“If a picture is worth a thousand words…”

Social Media Marketing for Non-profits

…then video must put this into the millions.”

@Mint_Social Social Media Marketing for Non-profits

Web Video Strategy

Short educational Segments Keyword and Viral Focus Syndicate to Top Video Websites

Results…Google Rankings and Viral Views

@Mint_Social Social Media Marketing for Non-profits

‘Why’ Leverage Web Video

Social Media Marketing and Online Branding

‘Why’ Leverage Web Video

Social Media Marketing and Online Branding

‘Why’ Leverage Web Video

@Mint_Social Social Media Marketing for Non-profits

‘Why’ Leverage Web Video

@Mint_Social Social Media Marketing for Non-profits

‘Why’ Leverage Web Video

@blogster@Mint_Social

‘Why’ Leverage Web VideoSome of the rankings in Google from the first month.Some of the rankings in Google from the first month.

Social Media Marketing and Online Branding

Keyword

safe to have sex after prostate radiation 1 2 9 13prostate sonogram/biopsy and sex 1 2 16 17does frequency of sex influence rate of prostate cancer 1 2 8 11incidence of prostate cancer in early 40's 1 13Bleeding with prostatectomy 1 2 3 4 13 14 15 16Evolution Of Prostatectomy 1 2 3 4 5 6 7 10davinci robotic prostatectomy testimonials 3 4 8 9 10 11 12

who is a candidate for robotic prostate surgery 3 4 21

frequency of prostate biopsy 3 9 10 11 12 13 14 15who is a candidate for robotic prostate surgery 3 4 21post prostate biopsy pain 4 5prostate biopsy exam 4 10 11 12 15cryogenic prostate surgery 5 6 13Overview Of the Robotic Prostatectomy 6 7 8 9 10 11robotic prostatectomy anesthesia problems 7 8 9 10 11 12 18 19prostate cancer questions and answers 7 8 11 19robotic prostatectomy recovery 8 9 13 14 15 16what to expect after a prostate biopsy 10 11 15

Position Ranked for Term in Google

ROI for Social Media “The problem with trying to determine ROI for Social Media is you are trying to put numeric quantities around human interactions and conversations…not possible.”

… “Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation?’”

–Steven Smith LinktoYourWorld.com

Social Media Marketing for Non-profits

5 Points of ROI in Social Media

1. Increase mentions online and create inbound links to website

2. Improve overall keyword rankings and specifically the top landing pages

3. Increase traffic to website4. Build an online community5. Email capture and inquiries

@Mint_Social - @blogster Social Media Marketing for Non-profits

Internal/External Resources

1. Assign Internal Champion for Social Media

2. Establish Policies and Guideline Internally

3. Leverage Existing Content

4. Integrate with Traditional Marketing

5. Tracking Tools

Social Media Marketing for Non-profits

social media…Next Step

1. Build Your Social Media Footprint (AP)

2. Promote Your Stories3. Listen, Monitor and

Engage4. Build Online Communities5. Recruit Volunteers 6. Recruit Donors

Social Media Marketing for Non-profits@Mint_Social - @blogster

Matt O’Brien602.206.8089

mint@MintSocial.com @Blogster

@Mint_Social - @blogster Social Media Marketing for Non-profits