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
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250,000,000
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350,000,000
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100,000
200,000
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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
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ayJu
ne July
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Novem
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$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: [email protected]: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Photo: http://www.flickr.com/photos/27546063@N03/3717938304/
