Social Media Branding and Engagement for Nonprofit Arts Organizations
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Transcript of Social Media Branding and Engagement for Nonprofit Arts Organizations
It is Online Conversation:
Information SharingNew Relationships
Action!
It is about Relationships, Trust and the Power of Trusted Relationships
What Is Social Media?What Is Social Media?What Is Social Media?
Social Media is not controlled or directed, it is as organic as all social
relationships…
(So Who’s Talking?)
Your stakeholders are…even if you are NOT
What Is Social Media?Who Is Using Social Media?Who Is Using Social Media?
You Know Who This IsYou Know Who This Is
http://www.flickr.com/photos/rachaelvoorhees/435964839/
All Your SupportersAll Your Supporters
http://www.flickr.com/photos/markhillary/3132991144/
And Your DonorsAnd Your Donors
Every One of Your Stakeholders Talks…Every One of Your Stakeholders Talks…
Look at their Social Graph
Yeah, But Why…?Yeah, But Why…?
Engaged Stakeholders Care More!
They Donate
They Act
They Refer To Others
Friends & Family Trump all other recommendations influencing purchases
Fellow Consumers/Reviewers Most credible form of advertising, second only to personal advice
from a friend
Social Network Peers Are 3X more likely to trust their peers’ opinions over advertising
when making a purchasing decision
Social Media Influences ActionsSocial Media Influences Actions
http://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-1.html
Action Taken As a Result of Social MediaAction Taken As a Result of Social Media
Online DonationsOnline Donations
2007 online giving: $10.44b2008 average online gift: $152.12
Sources: http://www.philanthropyjournal.org/news/total-online-giving-2007-reaches-1044bhttp://ejewishphilanthropy.com/jewish-organizations-grew-online-revenue-32-percent-in-2008/
For all nonprofits, online revenue grew from 2007 to 2008 at rate of 14%
For all nonprofits, online revenue grew from 2007 to 2008 at rate of 14%
Donations = Relationships!Donations = Relationships!
40% of “Wired Wealthy” feel connected to their cause through nonprofit websites
40% of “Wired Wealthy” feel connected to their cause through nonprofit websites
64% of “engaged Americans” want to keep up with nonprofits through social media
64% of “engaged Americans” want to keep up with nonprofits through social media
http://www.createthefuture.com/trend_of_the_week_2008.htmhttp://overthewire.typepad.com/my_weblog/2009/03/that-newsletter-is-so-1999-
1.html
Online Donors…Online Donors…
Fast-growing segment
Great source of NEW donor acquisition
Tend to give larger one-time gifts
Younger, higher incomes than direct mail
Migrate to offline giving (mail donors do not migrate online)
Easy to Give SociallyEasy to Give Socially
Causes Application (MySpace, Facebook)
We Care application
Social Changer
Paypal
How Do I Start?How Do I Start?
Step One: Define StrategyStep One: Define Strategy
1. What do you want to accomplish with social media?
1. Create SMART objectives
2. How can social media facilitate these?
http://www.flickr.com/photos/futureshape/2528961111/
Resource: http://beth.typepad.com/beths_blog/2009/01/creating-your-organizations-social-media-strategy-map.html
Step Two: Define AudienceStep Two: Define Audience
Research Existing UsesResearch Existing Uses
Who do you want to reach? What are they using now?
Facebook fan pages or groupsInfluential bloggersBlogs in the market spaceExisting You Tube channelsTwitter groupsChat forums
Existing Usage = Audience + Interest
Who do you want to reach? What are they using now?
Facebook fan pages or groupsInfluential bloggersBlogs in the market spaceExisting You Tube channelsTwitter groupsChat forums
Existing Usage = Audience + Interest
Step Three: Listen!Step Three: Listen!
http://www.flickr.com/photos/striatic/133146861/
Monitor Your Brand
What are They Saying?
Do You Need to Act?
SET UP LISTENING POSTS
SET UP LISTENING POSTS
Message Boards
Message Boards
BlogsBlogs
TwitterTwitter
Social Networks
Social Networks
Google Alerts
Google Alerts
RSS FeedsRSS Feeds
Blog Search using Technorati
How Listening Brings ValueHow Listening Brings Value
Identify who is talking Influencers, Fans &Critics
Utilize & Engage in the Conversation
Monitor & Adapt Programs
Crowdsourcing Potential
Step Four: Select PlatformsStep Four: Select Platforms
Which Platforms Will Help You Do That?
Key Social
Platforms
BloggingMicro
Blogging
Photo Sharing
Video Sharing
PodcastsWidgets
Social Networking
Chat Rooms
Message Boards
RSS
Source: Universal McCann Companies Study on Social Media Trends (March 2008)
Social Platforms: BlogsBlogs: Worldwide Trends and FactsBlogs: Worldwide Trends and Facts
Search engines love blogs
Better reach than print advertising
71% read blogs weekly, or more frequently
Source: www.universalmccann.com/Assets/wave_3_20080403093750.pdf
Nonprofit BlogsNonprofit Blogs
Engage stakeholders
Ongoing participation
Move people to Act
Participation + Action = Money
Blogs Can Also Be ViralBlogs Can Also Be Viral
Publicize Blog
Search engines (Technorati, Google, StumbleUpon, Yahoo)
Social (Facebook, Friendfeed, Twitter, Yelp)
Eyeballs, Rank, Engagement, Action
Syndication
Social Platforms: Micro Blogging
http://mashable.com/2009/01/09/twitter-growth-2008/
Twitter: 752% Growth in 2008Twitter: 752% Growth in 2008
Create CommunityRaise Awareness
EngageMove to Action
Raise Money
How To Use TwitterHow To Use Twitter
1. Set your goals2. Find and follow influencers, people, & stakeholders
that can help you3. Engage like a real person, not a feed robot4. Give more than you ask5. Ask people to act6. MEASURE – time/results/value
http://www.flickr.com/photos/cambodia4kidsorg/3368133614/in/set-72157615619567396/
Social Networks: Trends and Facts
57.5% use networks
272m global
57.5% use networks
272m global
64% manage their page at least weekly
64% manage their page at least weekly
31% write blogs31% write blogs
21% use
widgets
21% use
widgets
55% upload photos
23% upload video
Facebook: The StatisticsFacebook: The Statistics
Most popular US social network120 friends per average user
Sources: http://www.communityorganizer20.com/2009/03/27/the-facebook-page-is-the-new-website/
Greatest growth groups?
Ages 35-49. Doubled 50-64 yr old users in 2008.
They use it to share and search
Facebook: How its UsedFacebook: How its Used
http://www.emarketer.com/Article.aspx?R=1006930,
49% upload photos weekly
or more frequently
49% upload photos weekly
or more frequently
Growth in 2 yrs from 32% to
82%
Growth in 2 yrs from 32% to
82%
REACH: Broadcast
media, 71%Video sharing,
82%
REACH: Broadcast
media, 71%Video sharing,
82%
Photo and Video Sharing
Enhanced listings on nonprofit channelsEnhanced listings on nonprofit channels
Share dynamically
Share dynamically
Comments on Houston Ballet’s You Tube Channel
You Tube Orchestra: InnovationYou Tube Orchestra: Innovation
You Tube Symphony Orchestra
Finalists selected by judges
Players selected by voters
Result: Michael Tilson Thomas conducts Internet Symphony, Eroica
Source: http://beth.typepad.com/beths_blog/2009/04/youtube-symphony-orchestra-mashed-up-beethoven.html
Flickr Photo and Video PracticesFlickr Photo and Video Practices
Basic: Individual or Pro Account for a communityUpload, share, order photos, make things
Organize: into sets, tag, comment, describe
Share: Private (collaborating) and Public groups
Act: what they can do for you, descriptions tell stories, make things from photos
How Much Time?How Much Time?
http://www.flickr.com/photos/cambodia4kidsorg/2906235414/
Two Measurement CategoriesTwo Measurement Categories
Leading to tangible Tangible: Converts to Time and/or Money
Step 6: Website IntegrationStep 6: Website Integration
http://www.flickr.com/photos/specialkrb/2915560157/
Your website is “Home Base” BUT…
Website Is Not One PlaceWebsite Is Not One Place
SM Outposts Website “call to action” landing pages
Jump from website SM “Outposts”
Your Website is not just your URL anymore
Fully EmbeddedFully Embedded
Summing UpSumming Up
Step One: Define Strategy
Step Two: Define Audience
Step Three: Listen
Step Four: Choose Platforms
Step Five: Measure
Step Six: Website Integration
Thank You!
http://www.flickr.com/photos/wagnerr/1700539727/
The Possibilities Are Limited Only By Your Imagination!
Contact: Community Organizer 2.0Contact: Community Organizer 2.0
That’s me, Debra Askanase! Questions?
Website: www.communityorganizer20.com
Contact info:[email protected] me onFollow @askdebra
