Download - Social Media Marketing for Nonprofits
Social Media Marketing Social Media Marketing for Non-Profits
Laura Lacy
Web Consultant
TerpSys
www twitter com/LauraLacywww.twitter.com/LauraLacy
www.linkedin.com/in/lauramlacy
About TerpSys
• We Delight our Customers!
• We Help You Use Technology to Achieve Your Mission• We Help You Use Technology to Achieve Your Mission
• We Offer Networked and Web Based Solutions Including:• Website Design & Developmentg p
• Interactive & Visual Design
• Branding
• Database Integration
• SharePoint Development
• Application Development
• Search Engine / Usability Evaluations• Database Integration
• Founded in 2000, Profitable Since Inception
• 235+ Employees $20+ Million in Annual Revenues
• End User Support / Network Services
• 235+ Employees, $20+ Million in Annual Revenues
• “Great,” “Best,” “Most Philanthropic” in 2007
Internet Business Solutions Overview
• Creative & Inspiring Web, Interactive Design and Application Development SolutionsDevelopment Solutions
• Unique Combination of Technology, Design, and Usability Expertise
• Over 100 Non-Profit, Federal and Commercial Clients
• User- Centered Design Approach Focuses Your Web Site on Its Audience and Meeting Their Goals
• Experienced with a Variety of Content Management Systems (CMS) d C tit t R l ti hi M t (CRM) T l(CMS) and Constituent Relationship Management (CRM) Tools
What is Social Media?
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Why should you care?
• 86% of non-profits are currently engaged in social media (Nonprofit Social Network Survey Report, April 2009)
• “Organizations like the National Wildlife Federation
have seen an increase in website traffic, activity,
participation, and giving because they’ve put a social
media strategy in place.” (Steve MacLaughlin, Blackbaud)
• Brand Management
• Dominos
• Motrin Moms
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Why should you care?
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Where do you start?
1. Listen
2. Research
3. Participatep
4 Market Your Organization4. Market Your Organization
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Step 1: Listen
• Setup Google Alerts
Get an RSS reader• Get an RSS reader
• Monitor blogs on your
t i topic
• Search social
bookmarking sites to see
how people are tagging
t tyour content
• Monitor Twitter
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Step 1: Listen
• Setup Google Alerts - http://www.google.com/alerts
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Step 1: Listen
• Get an RSS Reader
• Google Readerg
• iGoogle
• Outlook
• MyYahoo!
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Step 1: Listen
• Search Technorati for blogs on your topic
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Step 1: Listen
• Social Bookmarking Sites
• Enable users to access content from any computer
• Receive content suggestions from people in your network
• Gives increased visibility to your website’s content
• Most Popular
• Delicious
• Digg
• StumbleUpon
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Step 1: Listen• Search Del.icio.us to see how people are tagging your content
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Step 1: Listen• Search Digg to see what articles have been voted on
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Step 1: Listen
• Monitor Twitter
• Twitter Search• Twitter Search
• TweetBeep
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Step 2: Research
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Research your constituents
http://www.forrester.com/Groundswell/profile_tool.html
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Step 3: Participate
• Setup personal profiles on major social networking sites
and begin to build a communityand begin to build a community
• MySpaceMySpace
• Flickr
• Comment on Blog posts
• Rate videos on YouTube• Rate videos on YouTube
Social Marketing will only be effective if you have an engaged audience!
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Step 4: Market Your Organization
• What are your goals?
http://www.flickr.com/photos/12968938@N00/3026219304/
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Step 4: Market Your Organization• Who should be tasked with social media?
• Not just the interns
• Marketing messages are controlled by higher level management, why
shouldn't social media marketing?
• 65% of nonprofits that participate in social media have allocated ¼ to • 65% of nonprofits that participate in social media have allocated ¼ to
½ of a full-time staff person (Nonprofit Social Network Survey Report)
• Three Models – Which one do you think is most
sucessful?
• Tire
• Tower
• Hub & Spoke
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Step 4: Market Your Organization
• Social Media Widgets
T i• Twitter
• Niche Networks
• Flickr
• Blogs
• YouTubeYouTube
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Social Media WidgetsSocial Media Widgets
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Social Media Widgets
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Social Media Widgets
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Lifestreaming/MicromediaLifestreaming/Micromedia
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It’ T itt A ti it Ti !It’s Twitter Activity Time!
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FacebookFacebook
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Facebook Users (Millions) by Age G
20
Group
10
15
0
5
18-25 26-34 13-17 35-44
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• Actively recruiting new
supporters
• Admin is regularly posting
links and announcements to
her feede eed
• Displaying a media board
with announcements to keep
t t f hcontent fresh
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Niche NetworksNiche Networks
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Niche Networks
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Niche Networks
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FlickrFlickr
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Flickr
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Flickr
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BlogsBlogs
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Blogs
• Require time and commitment – Should be updated at
least once per weekleast once per week
• Should be written in a more personal tone
B fit• Benefits
• Frequent updates to your site means more visibility in search
enginesengines
• Promotes conversation
• Helps users relate to the cause through personal storiesHelps users relate to the cause through personal stories
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Blogs
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YouTubeYouTube
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YouTube
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Closing Thoughts
• Have a goal
Understand that participating in Social • Understand that participating in Social
Media takes time
B ll i l d Th t • Become personally involved - The most
effective results are linked to an
individual and not an organizationindividual and not an organization
• Create valuable and interesting content
ftoften
• Think beyond traditional audiences
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Thank you
Contact Information:
Laura Lacy Web ConsultantLaura Lacy, Web Consultant
www.terpsys.comwww.terpsys.com
www.twitter.com/LauraLacy
www.linkedin.com/in/lauramlacywww.linkedin.com/in/lauramlacy
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