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Page 1: Social Media Strategies for Non-Profits

SOCIAL MEDIAFOR NON-PROFITS

Dayn Wilberding, Director of Digital Culture : Grady Britton

PRESENTED BY FIRST INDEPENDENT BANK

Thursday, June 17, 2010

Page 2: Social Media Strategies for Non-Profits

Social Who?

Why Social Matters for Non-Profits

Guide to Social Strategy

Steal these ideas

CONTENTS UNDER PRESSURE

Thursday, June 17, 2010

Page 3: Social Media Strategies for Non-Profits

Social Media Expert

THING 1 RE: SOCIAL MEDIA

I’m not.

Thursday, June 17, 2010

Page 4: Social Media Strategies for Non-Profits

Social Media Expert

THING 1 RE: SOCIAL MEDIA

I’m not.

100,000 friendsovernight!

Thursday, June 17, 2010

Page 5: Social Media Strategies for Non-Profits

It’s OK to feel overwhelmed.

THING 2 RE: SOCIAL MEDIA

I am.

Thursday, June 17, 2010

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USERS

TIME

Life cycle of social networks

Thursday, June 17, 2010

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I can has?

Thursday, June 17, 2010

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Social Media The Means

Social Media Marketing(Social Influence)

The Method

Thursday, June 17, 2010

Page 9: Social Media Strategies for Non-Profits

Social Who?

Why Social Matters for Non-Profits

Guide to Social Strategy

Steal these ideas

CONTENTS UNDER PRESSURE

Thursday, June 17, 2010

Page 10: Social Media Strategies for Non-Profits

WEB 1.0

Thursday, June 17, 2010

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WEB 2.0-ish

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WEB 3.14159

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JUST HOW BIG IS SOCIAL?

Thursday, June 17, 2010

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BY THE NUMBERS

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

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BY THE NUMBERS

51%use social networks

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 16: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 17: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some way

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 18: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 19: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?

77PERCENT

have watched a

commercial on

YouTube

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 20: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?

77PERCENT

have watched a

commercial on

YouTube

51% postoriginal content

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 21: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?

77PERCENT

have watched a

commercial on

YouTube

51% postoriginal content

posted product reviewsout of 100 consumers, 73

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 22: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?97%have searched for a brand online

77PERCENT

have watched a

commercial on

YouTube

51% postoriginal content

posted product reviewsout of 100 consumers, 73

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

Page 23: Social Media Strategies for Non-Profits

BY THE NUMBERS

51%use social networks 49%

read

blogs

3/4participate in social media in some wayHOW?97%have searched for a brand online

77PERCENT

have watched a

commercial on

YouTube

51% postoriginal content

posted product reviewsout of 100 consumers, 73

SOCIAL MEDIA IS MAINSTREAM

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

Thursday, June 17, 2010

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Thursday, June 17, 2010

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The playing field has been leveled.

Thursday, June 17, 2010

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CONTENTS UNDER PRESSURE

Social Media Marketing

Why Social Matters for Non-Profits

Guide to Social Strategy

Steal these ideas

Thursday, June 17, 2010

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GUIDE TO SOCIALSTRATEGYLURK : PLAN : PARTICIPATE : MEASURE

Thursday, June 17, 2010

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LURKListen

Determine your social audience

Evaluate messaging options

GUIDE TOSOCIALSTRATEGY 1

Thursday, June 17, 2010

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LURK:// Listen

Thursday, June 17, 2010

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LURK:// Listen

Social Mention

Trendrr

Twitter Search

Google Blog Search

BlogScope

Omgili

Facebook Search

Backtype

Thursday, June 17, 2010

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LURK:// Determine your social audience

?

Quantcast.com

Forrester Social Technographics Tool

Thursday, June 17, 2010

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LURK:// Evaluate messaging options

Thursday, June 17, 2010

Page 36: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 37: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 38: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 39: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 40: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 41: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 42: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 43: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 44: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 45: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 46: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 47: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 48: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 49: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 50: Social Media Strategies for Non-Profits

LURK:// Evaluate messaging options

‘FREE’

Status Updates

Links

Video

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

Thursday, June 17, 2010

Page 51: Social Media Strategies for Non-Profits

Develop a voice

Find a champion

Have guidelines

Define goals

Editorial schedule

PLANGUIDE TOSOCIALSTRATEGY 2

Forget your expiration dates

Thursday, June 17, 2010

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PLAN:// Develop a Social Media voice

Trust comes in the form of accessibility and openness.

Be a friend. Participate. That will be the bulk of your message.

Thursday, June 17, 2010

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PLAN:// Find a champion

Personal interaction trumps stale brand messagingany day.

Thursday, June 17, 2010

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PLAN:// Have guidelines

Set rules, but trust people.

Have a personality, please.

Thursday, June 17, 2010

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PLAN:// Define goals

Awareness, share of voice

Retweets, shares, reach

Sentiment, qualitative

Sales, promo redemption

Think small.

Think relevant.

Thursday, June 17, 2010

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PLAN:// Editorial Calendar

Thursday, June 17, 2010

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Mon Tue Wed Thur Fri

✓ blog post✓ 4 tweets✓ bookmark 3 stories✓ share 2 stories on Facebook

✓ 6 tweets✓ bookmark 1 story✓ share 2 stories on Facebook

✓ 2 tweets✓ bookmark 3 story✓ share 1 video on Facebook

✓ blog post✓ 4 tweets✓ share 2 stories on Facebook

✓ fav 2 videos on YouTube✓ 10 tweets for Follow Friday✓ share 2 videos on

PLAN:// Editorial Calendar

Thursday, June 17, 2010

Page 58: Social Media Strategies for Non-Profits

PLAN:// Forget your expiration dates

SMM is not a toe-dip science.

SMM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you.

Thursday, June 17, 2010

Page 59: Social Media Strategies for Non-Profits

Add value & Answer questions

Respect the community

Profiles

Syndication tools

Tie into everything

PARTICIPATEGUIDE TOSOCIALSTRATEGY 3

Thursday, June 17, 2010

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PARTICIPATE:// Profiles

Thursday, June 17, 2010

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≠ ≠

PARTICIPATE:// Respect the existing community

followers fans connections

Thursday, June 17, 2010

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del.icio.us

BRAND

.

..

PARTICIPATE:// Syndication tools

Thursday, June 17, 2010

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PARTICIPATE:// Tie into everything

Thursday, June 17, 2010

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Measurement tools

MEASUREGUIDE TOSOCIALSTRATEGY 4

Which metrics to watch

Thursday, June 17, 2010

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MEASURE:// Measurement tools

Thursday, June 17, 2010

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MEASURE:// Measurement tools

Thursday, June 17, 2010

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MEASURE:// Measurement tools

Thursday, June 17, 2010

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MEASURE:// Which metrics to watch

2009 traffic, pageviews, number of followers & fans

2010 reach, share of voice, sentiment

Thursday, June 17, 2010

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MEASURE:// Which metrics to watch

posts, click-throughs, redemptionsdeals & specials

PURPOSE METRICS

conversations, answers, sentimentcustomer service

fans, followers, retweets, sharesawareness, leadership

Thursday, June 17, 2010

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MEASURE:// Which metrics to watch

posts, click-throughs, redemptionsdeals & specials

PURPOSE METRICS

conversations, answers, sentimentcustomer service

fans, followers, retweets, sharesawareness, leadership

Thursday, June 17, 2010

Page 71: Social Media Strategies for Non-Profits

CONTENTS UNDER PRESSURE

Social Media Marketing

Why Social Matters for Non-Profits

Guide to Social Strategy

Steal these ideas

Thursday, June 17, 2010

Page 72: Social Media Strategies for Non-Profits

Thursday, June 17, 2010

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Thursday, June 17, 2010

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for #California

Oakland Museum of California (@oaklandmuseumca)

Contemporary Jewish Museum (@jewseum)

San Francisco Museum of Modern Art (@sfmoma)

Yerba Buena Center for the Arts (@ybca)

Exploratorium (@exploratorium)

California Academy of Sciences (@calacademy)

Asian Art Museum (@asianartmuseum)

Thursday, June 17, 2010

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Seen atSan FranciscoBART stations

Thursday, June 17, 2010

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YouTube Nonprofit Program

Extra branding capabilities

Increased upload capacity

Call-to-action overlays

youtube.com/nonprofits

Thursday, June 17, 2010

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Twitter Hope140

hope140.org

Thursday, June 17, 2010

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Facebook Causes Application

causes.com

Thursday, June 17, 2010

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Thursday, June 17, 2010

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If you approach every channel with the intent to add

value through participation, you can’t go wrong. People

will push your brand and products for you.

Thursday, June 17, 2010

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If you approach every channel with the intent to add

value through participation, you can’t go wrong. People

will push your brand and products for you.

Decide to attack a project

socially, develop a Social Media

plan, and stick to it.

Thursday, June 17, 2010

Page 82: Social Media Strategies for Non-Profits

Thank you.

GradyBritton.com GradyBritton

For my card, txt: DAYN to 50500dayn

delicious.com / daynw / nonprofits

Thursday, June 17, 2010


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