SOCIAL MEDIA THE NON-PROFIT PERSPECTIVE

Engage Marketing UniversityMarketing and PR That Work in 2011Prepared by Kathie Manchester Rhode Island Blood CenterOn Twitter @RIBloodCenter

SOCIAL MEDIA THE NON-PROFIT PERSPECTIVE

Engage Marketing UniversityMarketing and PR That Work in 2011Prepared by Kathie Manchester Rhode Island Blood CenterOn Twitter @RIBloodCenter

Are you still afraid?

If you are worried people may talk about you… Forget it…they already are. You may as

well know what they are saying and be part of the conversation

What about the haters? There may be things you need to change

about your brand…just because you aren’t hearing it doesn’t mean it’s not out there

Fear #2…

We’ll lose control of the brand… Message control is an illusion. Give it up.

 Your customers are emailing, Tweeting, Facebooking, and that old standby - calling - their friends about their experience with your brand. You don't have control

Fear #3

Social Media Requires a Budget… While many social media tools are free,

knowing how to use them takes experience and perspective.

BUT…relationships take time to build and trust doesn’t come easily. From my perspective, the right personality

is key to social media success

Should I be ‘there’ everyone else is… Being in the social sphere just because

everyone else is… wrong reason. Do you even know if social media is

beneficial to your competition? Research your own audience and base your

strategy on that audience Never

Some Quick Stats 1.  400 million people use Facebook

with nearly 95 million in the United States. Facebook Statistics 

2.  More than 50% of the active users logon to Facebook daily and more than 35 million update their status daily. Facebook Statistics 

3.  41% of Facebook users promote product fan pages. eMarketer & Morpace 

4.  50% of Hispanic respondents said Facebook was a good tool for researching new products, compared with 46% of Asians, 44% of African-Americans and only 31% of whites. eMarketer & Morpace 

 

5. Facebook, Twitter and video sharing sites are the most widely used social media channels by nonprofits, at 73%, 56% and 49% respectively. Idealware, Using Social Media To Meet Nonprofit Goals, February 2010

6. 84% nonprofits surveyed felt blogs were effective at enhancing existing relationships, followed very closely by video-sharing sites at 83%, and Twitter and Facebook at 81% each.Idealware, Using Social Media To Meet Nonprofit Goals, February 2010 

7. When it comes to reaching new potential supporters, most respondents (78%) felt Twitter was effective, followed closely by Facebook and blogs at 76% each, and video sharing sites at 72%. Idealware, Using Social Media To Meet Nonprofit Goals, February 2010 

8. 95% of new media (social media Facebook, LinkedIn, Twitter) users expect companies or brands to have a presence on those sites. Cone 2009 New Media Study

Cone defines New Media as dialogue among individuals or groups by way of technology-facilitated channels, such as social networks (e.g., Facebook); blogs; microblogs (e.g., Twitter); online games; mobile devices; photo-, audio- and video-sharing sites (e.g., Flickr,

9. 89% of new media users expect companies to interact with them in new media.  Cone 2009 New Media Study  

10. Four out of five new media users interact with companies or brands via new media sites and tools.  Cone 2009 New Media Study  

Basic Guidelines to Get Started

Research – without this, you don’t know where to start or how to engage

Strategy – What are you doing, how are you doing it and Who is doing it

Engagement –No lurking! You have to be social!

Measure – Without measurement, how will you know if you are successful?

Facebook…some tips

Build a FAN page…not a group, not a personal profile.

Add the causes application Engage your fans.

Use photos – they don’t need translation and get the highest engagement

Add video People love to see themselves (15 minutes

of fame)

Facebook

As a page Admin – you need to be looking at your insights (statistics) I can tell my demographic by

Age Gender CountryI can tell what posts get the highest

interaction

All help me determine what types of posts to

Go for Quality NOT Quantity Choose who you follow (like minded people) Be sensitive of your audienceUse #Hashtags (they are the SEO of the Twitterverse)

This tweet was from a company in the Blood Industry. What is wrong with this tweet?‘We may not collect #tigerblood but we know our donors and volunteers have fierce passion for doing good…’

Twitter… Some Tips

The company received 1000 hits on this Tweet…

Do you think they were quality RT’s or Tweets?

Do you think this reached their intended audience?

Do you want your brand associated with the audience this probably hit?

#Tigerblood was a Trending Topic

Consider Blogging

This gives you another place to reach out to your customers and get feedback.

RIBC has a blog page built…waiting for introductory page to be written. Content prepared once that is done.

Monitor Your Brand

People talk You need to know what is being saidSome good monitoring tools Social Mention (socialmention.com) Google Alerts

Nutshell Mail

Use QR Codes

Incorporating into materials now Keep in mind they work well for Mobile

Use

Most of ALL… Be Social

Listen to your customers Do not do all the talking Be courteous.. retweet. A retweet is

worth more than a ‘thanks for the RT’ Discuss things other than just your

business Promote your friends!

Let your personality come through a

People like to get to know the person behind the messaging. This is a social universe.

It helps to become active in the social media community… Attend events Create events Tweet about other’s eventsThe presence you create in person is very important so there is a connection to the message.

An Aside…

Have Fun…

This video, created by RIBC staff shows a lighter side to blood donation!

http://www.youtube.com/watch?v=vku9Sv5NxG0

Thank You!

One final message…