Making Sense of Social Media Part IIFriend- and Fund-raising in the Digital Age

Chad Norman, Director of Marketing, SPARCOctober 25, 2012

#NMHPsm

100%of people (and pets)

need real relationships in

their lives.

billion total monthly Facebook users worldwide

1

www.facebook.com

of 12-year-olds have admitted to their parents

they are using Facebook.

55%

Wall Street Journal

But really it’s all about…

The Spectrum of Communication

The Social Part of the Spectrum is Interactive

of people trust peer recommendations, while only 14% trust advertisements.

90%

Erik Qualman, Socialnomics

MAKE WUFFIE!

Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential assess to ideas, talent and resources, saved-up favors, and accomplishments.

The Whuffie Factor by Tara Hunt

www.tarahunt.com

blog postsinfographics

eventsnewsletters

reportssurveys

videos

photos

55%of people search for information first on social media.

http://www.insideview.com/social-selling

70%of the people’s minds

are made up before they are asked.

http://www.insideview.com/social-selling

Our Social Media Honey Pot

Let’s take an awwwwwwww break.

Let’s take an awwwwwwww break.

* From Charlene Li and Josh Bernoff's book Groundswell:

Winning in a World Transformed by Social Technologies

P = People: Who?

O = Objectives: Goals?

S = Strategies: Outcomes?

T = Technologies: Tools?

The P.O.S.T. method*

’

10

17

28

30

15

social

media

search & seo

website adverti

sing

emailmarketing

internalcomm

publicrelatio

ns

events

direct marketi

ng

Organizational Goals

Marketing Goals

Social Media Goals

Align your strategic marketing objectives with your organization’s.

Organizational Goals

Marketing Goals

Social Media Goals

Measure your social media goals against your organization’s.

social

media

search & seo

website adverti

sing

emailmarketing

internalcomm

publicrelatio

ns

events

direct marketi

ng

73% of nonprofits allocate half of a full-time employee to

manage social media activities.43% budget $0 for their social

media activities.The top 3 factors for success

are:strategy, prioritization,

dedicated staff.

Key Findings from the 2012 Nonprofit Social Network Benchmark Report…

WHO? Customers, friends, fans - people with an affinity

People 45 and older make up 46% of Facebook users.

2nd most visited site behind Google.

WHO? Acquaintances mixed in, along with prospects, press, and

influencers

28% of black & 14% of Hispanic Internet users vs. 12% white.

18-29 demographic makes up 29 percent of users.

WHO? 18 - 34 is sweet spot at 35%

3rd most visited site behind Facebook.2 billion views per DAY.

WHO? Professionals, educated adults, recruiters, and

businesses

Gender too close to call.150+ million users.

WHO? Your wife, sister, girlfriend, mom, daughter,

crafters, DIY-ers, and foodies.

80% are women.50% of users have kids.

WHO? Young, techie men hang out here.

Dominated by men (71%) and early adopters.

About 50% of Google+ users are 24 or younger.

1% of social media users -- belong to all major networks

high call-to-action ratio -- can help achieve goals

5% of social media users -- belong to all major networksgenerate 80% of content -- contribute to your reach

45% of social media users -- presence on at least 2 networksrarely influence others socially -- use specific calls to action

49% of social-media users -- consume info on one network

influenced by friends and family

Let’s take another awwwwwwww break.

Let’s take another awwwwwwww break.

Use Commenting Tools that Authenticate with Social AccountsUse Commenting Tools that Authenticate with Social Accounts

11TACTIC

TACTIC

Publish Photos Under a Creative Commons LicensePublish Photos Under a Creative Commons License

16

Boost Your SEO Rankings with Google+

Boost Your SEO Rankings with Google+

TACTIC

103

TACTIC

Sign up for Nonprofit ProgramsSign up for Nonprofit Programs

104

TACTIC

21

Connect with the Top Tweeters in Your AreaConnect with the Top Tweeters in Your Area

TACTIC

26

Start, Join, & Organize Conversations with HashtagsStart, Join, & Organize Conversations with Hashtags

TACTIC

Use Social Plug-ins on Your SiteUse Social Plug-ins on Your Site

33

TACTIC

37

Integrate Supporter Photos with Other Channels

Integrate Supporter Photos with Other Channels

TACTIC

43

Livestream Key EventsLivestream Key Events

TACTIC

Integrating & Organizing Social Communications with an Editorial Calendar

Integrating & Organizing Social Communications with an Editorial Calendar

105

TACTIC

Optimizing Communication Style & Content for Each Social Channel

Optimizing Communication Style & Content for Each Social Channel

106

TACTIC

47

Encourage Action on Facebook with a Custom App

Encourage Action on Facebook with a Custom App

TACTIC

Launch a Like CampaignLaunch a Like Campaign

49

TACTIC

54

Empower Supporters to Take Social Action

Empower Supporters to Take Social Action

TACTIC

57

Engage the Blogging CommunityEngage the Blogging Community

TACTIC

60

Organize a TweetupOrganize a Tweetup

TACTIC

69

Create a Flickr Group to Support Your Mission

Create a Flickr Group to Support Your Mission

TACTIC

62Add Mission-Related Tips on FoursquareAdd Mission-Related Tips on Foursquare

TACTIC

77

Encourage Supporters to Make a WishEncourage Supporters to Make a Wish

TACTIC

Use Video Annotations as Calls to ActionUse Video Annotations as Calls to Action

83

TACTIC

86

Participate in Social Buying PlatformsParticipate in Social Buying Platforms

TACTIC

88

Ask Supporters to Pledge Social ActionsAsk Supporters to Pledge Social Actions

TACTIC

102

Use Pinterest to Drive Social CommerceUse Pinterest to Drive Social Commerce

TACTIC

102

Share Your Pets That Are Available for AdoptionShare Your Pets That Are Available for Adoption

TACTIC

Reach Specific Market Segments with Social AdvertisingReach Specific Market Segments with Social Advertising

110

TACTIC

91

Analyze Facebook Activity with Insights

Analyze Facebook Activity with Insights

TACTIC

93

Track Referrals from Social SitesTrack Referrals from Social Sites

TACTIC

94

Measure New Visitors from Social ChannelsMeasure New Visitors from Social Channels

TACTIC

Create a Social Media Listening DashboardCreate a Social Media Listening Dashboard

99

Listen Up!

Monitor Facebok, Twitter, LinkedIn,

blogs, forums, google, etc.

Workshop at:

slideshare.net/chadnorman

Use your ears, but open your mouth too!Reply – Retweet – Reach Out

Advertise on Facebook & Twitter

www.facebook.com

Hijack the News

Keep on your toes, and become the

“2nd paragraph” of a breaking news

story.

Google Analytics

Facebook Insights

Flickr Pro Account

YouTube Insights

Search.twitter.com

BackTweets.com

Twitterholic.com

Twinfluence.com

Twitalyzer.com

Twittercounter.com

Photo via pinksherbet: http://www.flickr.com/photos/pinksherbet/3206805049/

Measure It!

What’s Next?

?QUESTIONS

Thank You!Let’s keep the conversation going:

@chadnormanwww.slideshare.net/chadnormanchad.norman@sparcedge.com