arthur guinness fund (social media presentation)
DESCRIPTION
A social media 101 for NGO presented to the Arthur Guinness Fund awardees.TRANSCRIPT
CYBERCOM, July 27th 2010Rob Reid & David Hayes
Social Media for NGOs
10 Steps to Social Media Success
Listen Carefully
Are you being heard?
Set Your Goals
Find your communities
Identify Influencers
Content Strategy
Pick Your Tools
Pick Your Tools
Deliver Content
Engage & facilitate conversations
Measure
Your journey begins with traditional marketing
Before you leap into social media develop a marketing strategy
1. What are your marketing goals?It’s not enough to have a general idea — your goal should be specific and actionable . What does your campaign or project want to achieve?
2. Create your proposition statement (or theme)“We need to stop child trafficking in Nepal; we must enforce the law against child traffickers.”
3. Have clear marketing objectivesObjectives are even more specific than your goals. Objectives need to be SMART (Specific, Measurable, Attainable, Realistic, Timely)
4. Do your market researchWhen you know what you want to achieve, you’ll probably discover that you need to know more about your issue.
5. Identify your target audienceThere are generally several communities involved with an issue, and all of them can be considered stakeholders.
6. Craft your marketing messageYour message is what will pull people toward your campaign. Then convert them with a strong call to action.
7. Identify resourcesWhat kinds of resources are available within your group or organisation and what do you have access to through your supporters and networks.
8. Budgeting and fundingOnce you have made an estimate of what resources are available, you can create a budget.
9. Choose the right formats, tactics and toolsMarketing should not drive your overall campaign; it should be a way of achieving your goals and objectives by relaying your message and calling for action. Is it press, radio, TV, search marketing, social media?
10. Create a timelineThe effectiveness of a marketing campaign largely depends on timing. Your message and should be released when the need for it is greatest.
amples
Now let’s take a look at some
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Source: slideshare.net/farra
Now let’s take a quick chat about what some of you couldbe doing through social media
Resources
Basic• Facebook 101 http://mashable.com/guidebook/facebook/• Twitter 101 http://mashable.com/guidebook/twitter/
Advanced• NTEN: We Are Mediahttp://www.wearemedia.org• Beth’s Blog: Social Media and NGO/CSR Workshop in Indiahttp://bit.ly/aHcpbV• Frog Loop: Build Your Own Listening Dashboardhttp://bit.ly/3JIwZ• Using Social Media To Meet Nonprofit Goalshttp://www.idealware.org/reports/using-social-media-meet-nonprofit-goals-results-survey• Nonprofit Social Media Benchmark Studyhttp://www.e-benchmarksstudy.com/socialmedia/
Brand mentionsGoogle News AlertsYahoo NewsMoreoverHow SociableSocialmentionRSS Reader like NetVibes Blog BuzzGoogle BlogSearchIceRocketBlogPulseBacktype – for blog comments TwitterTwitter SearchTwilertTwazzupTweetBeepHashtagsTwitrratr
Free Listening Tools TrendsGoogle TrendsGoogle Insights for SearchTrendrrSerph FacebookLexicon Message Boards and ForumsBoardTrackerBoardReaderGoogle GroupsYahoo Groups Multi MediaYouTubeTruveoMetaCafeViral Video ChartFlickrPhotoBucket
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