PROPRIETARY AND CONFIDENTIAL – NOT FOR DUPLICATION OR DISTRIBUTION
October 31, 2012
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Using social media for social good
2A Wise Man Once Said…
“Sport has the power to change the world. It has the power to unite people in a way that little else does.”
- Nelson Mandela
3What is Social Media?
“Social media is defined as an interactive group of internet based applications via which individuals and communities create and share user-generated content”
- Wikipedia
4Did You Know…
Some interesting social media stats 91% of online adults use social media regularly 40% of people spend more time socializing online than they do face-to-face There are more devices connected to the Internet than people on Earth Each day users spend almost 200,000 years on Facebook 58% of Facebook users return to the site daily
5It’s Here to Stay
6The Conversation
7Awareness
8Engagement
9Branding
10Outreach
11Should Your Organization Be “Social”?
12The Concerns
What are the major issues you face with social media? Is it really necessary? Resource availability Budget
13The Benefits
Here are just some of the upsides of using social media Reach - it’s where your target audience is Relationships / Community Cost Ease of use Insight and feedback
14Have a Strategy
Before you start you should have a strategy Budget and staffing Design and appearance Engagement and content Short and long-term goals Evaluate consistently
15Where to Start?
Facebook Over 1 billion active users Social media hub Pages and groups Individuals connected as friends Other organizations with shared interests
Twitter Almost 200M active users Who is following or talking about you? Common interests with keywords and hashtags Blogging community and influencers Celebrities, athletes and public figures Twitter chats and offline tweetups
16Other Popular Tools
Instagram Mobile photo sharing platform owned by Facebook
Flickr Photo sharing platform owned by Yahoo
YouTube Video sharing platform owned by Google
Google+ Google’s social networking platform
LinkedIn Professional social networking
Pinterest Virtual pinboard for sharing
17The Rise of Mobile
Mobile is increasingly becoming the gateway to social Mobile now accounts for over 10% of internet usage worldwide
(more than doubled in past 18 months) Facebook (33%) and Twitter (50%) have large mobile usage Accessibility Ease of use Location (“SoLoMo”)
18Mobile is Social
19Mobile is Everywhere
20Social Media is a Dialogue
Social is best used for conversation, not a monologue Conversation between you and your audience Ask questions and add value to conversation
21First Listen…
22…Then Engage
23Community Takes Time
Use social media to cultivate a community of advocates Grow one-by-one through individual interactions Continuous engagement Clear and consistent voice
24What Should I Post?
What makes great content? Visual and shareable Be remarkable Tell a story Relatable statistics Thought leadership
25Strive for “Shareable”
26Follow the Money
Social media allows potential donors to understand where money would be spent
27Tell A Story
28Create a Movement
29Recognize Your Supporters
30Be Grateful
31Link Social to Digital
Drive interested parties back to your website for more info
Social is leading source of traffic for many sites
Natural way to pull people to larger stories
One picture can motivate someone to read a blog post
32Encourage User Generated Content…
33…And Use It
34Identify Your Key Contributors
Identify your most passionate supporters Donors and advocates Global and local Organize – Facebook group, email marketing, etc.
Activate / Mobilize Identify audience through social Get people involved and empower them
35Meet Online…
36…and Offline
37Unlock the Power of Digital WOM
38Call to Action
39Find Influencers
Influencers can help promote your cause to their audience Reach a wider audience and can drive them to take action Kred, SoclMetrics, Peer Index, Twitter Search, etc. Celebrities and athletes yield massive social influence
40Fundraising with Social Media
Benefits Younger generations prefer to donate online More than 50% of are under 30 years old Future generation of donors Want to tell friends what they are doing and share their generosity Good article: http://info.helpattack.com/2011/12/a-brief-history-of-social-
media-fundraising/
41Be Authentic
Fundraising should not be the focus of social media Focus on building the community Highlight stories and make it easy to donate Show where the money is going and the difference it makes Allow them to track the progress Get creative Main value is not direct money, but showing interest in your cause
42Group Fundraising
Tap the power of social media with these sites Causes (Facebook application) CrowdRise DonateNow DonorsChoose FirstGiving JustGive Razoo Fundraise
43Find Partners
Use social media to find and highlight partners who share your values
Significant opportunity with social media Go beyond finding donors and create
partnerships with lasting value Provides long term support
44Demonstrate Value
Critical to demonstrate value and relevance to advocates and donors Social media is a great way to display a history of engagement and
timeline of stories Every event should be captured and shared
Talk about how you can give sponsors more value with social Gives people a way to show off the good they do
45Measurement
What should I be measuring? Identify KPIs that match your organization’s strategic goals Share of voice, traffic referrals, clickthroughs to donate, number of
volunteers, RSVPs for Facebook event, etc.
Social media can be used to gain valuable insight Real-time feedback and focus group Twitter polls, Facebook Questions, etc. Facebook Page insights (popular posts)
46Social Media Toolbox
Use tools to maximize efficiency and make managing social media easier Save time and get the most out of available resources Hootsuite, Tweetdeck, mobile apps, etc. But don’t be lazy (RSS feeds perform poorly)
47Any Final Questions?
48THANK YOU!
Steve Cobb@steve_cobb
Bruno Smadja@bruno_smadja
Alexandra Kosteniuk@chessqueen