Post on 13-May-2015
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BYCHRIS KENNEY, COCO DESIGN
KENDA HEMBROUGH, UWF
How to Leverage Social Media & New Technology for
Fundraising
Tips & Trapsin Social Media Marketing
Presenter – Chris Kenney
• Principal, Coco Design
• Singer & Bass player, 4 Bands
• 583 sites on the Internet when I built my first website
• Internet marketing strategist
• Not an “expert”
Chris Kenney
Tips-n-Traps to expect today
Tips & Traps in Social Media Marketing 3 Chris Kenney © 2011
• Facebook T N T• Twitter T N T
Social media strategy
Traditional and social web lines are blending… and this is just the beginning
Strategy…have one! Write it down
Part of your overall communication / marketing plan
Establish SM policy Voices Message Frequency Etc.
Tips & Traps in Social Media Marketing 4 Chris Kenney © 2011
WebSite
SocialMedia
SMM
Ratings
Blogs /Wikis
Content
PR /News Forums
Analytics
Search
Workflow
YouTube
Bookmarks
Mapping
Social media mantra
Control is an illusion Power to the public, THEY are in control
Control freaks are left behind
Learn to let go… yeah, tell that to the lawyers
It is all about engagement It’s not about you, it’s about us
It’s about connections, relationships
It’s about communicating with, not at
Tips & Traps in Social Media Marketing 5 Chris Kenney © 2011
Tips & Traps in Social Media Marketing 6 Chris Kenney © 2011
• Set up a Fan Page - ask for article.
• Tip Do not use a personal profile for an organization
• Great communication channel
• Naming trap You only get one chance for both the page title and the vanity URL
• Naming Tip You need 25 fans (likes) to get a vanity URL - Facebook.com/username/
• Facebook is a cocktail party, don’t push
• Become a resource for your fans
• Promote events
Tips & Traps in Social Media Marketing 6 Chris Kenney © 2011
Tip Do not use a personal profile for an organization
• Trap Created 4 profiles
• Trap Set up band as profile
• If you get a request from a business to be their friend they are in violation of the terms of use
Facebook naming traps
Tips & Traps in Social Media Marketing 7 Chris Kenney © 2011
Vanity URL
Caps
Page Title
Facebook promoting page
Tips & Traps in Social Media Marketing 7 Chris Kenney © 2011
Fan Page Report
Fan Page Report
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• Great PR channelif used properly
• Opportunity to engage
• Monitor brand mentions
• Control – learn to let go
• Tip 80/20 rule
• Be innovative
Tips & Traps in Social Media Marketing 8 Chris Kenney © 2011
• Christi McNeill is nuts about Southwest Air! 1m
• Monitor brand mentions
• Twitter only promotions
• Tip 80/20 rule
• Two events on twitter• Kevin Smith - 1.7• Plane in the Hudson
Tips & Traps in Social Media Marketing 8 Chris Kenney © 2011
View Mentions & Saved Search Quickly
Slideshare (bonus)
Tips & Traps in Social Media Marketing 14 Chris Kenney © 2011
• World's largest community for sharing presentations
• Business media site for sharing presentations, documents and pdfs
• Think of it as YouTube for presentations
• http://Slideshare.net / CocoDesign
Thank you… thankyouverymuch
Tips & Traps in Social Media Marketing 15 Chris Kenney © 2011
LinkedIn.com / in / WebJunkie
SlideShare.net / CocoDesign
http://ChrisKenney.net
Twitter.com / chriskenney
chrisk@cocodesign.com
Social Media Reaches All Ages
Between April 2009 and May 2010, social networking use among internet users grew ages 50-64 grew by 88%--from 25% to 47%. ages 65 and older grew 100%--from 13% to 26%. ages 18-29 grew by 13%—from 76% to 86%.
Source: Pew Research Center
Mobile Technology: Meet Social Media
2009 Data:
Mobile phone users Internet users0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5 4.6
1.7
Billions of people
Survey Tools to Gauge Your Audience
surveymonkey.com or zoomerang.com $200 per year for unlimited questions and responses
UWF Alumni Survey produced: Phone Number Changes/Additions: 669 Email Changes/Additions: 302 Text message permission: 110 Total database updates: 2,784
Are You Part of the Conversation?
34% of all online adults “rant or rave about a company, brand or product.”
71% of all online adults are influenced by “reviews from family members or friends.”
Pockets of Success
Variety of Fundraising Vehicles
Focus + GET Focus Grab attention Engage Take Action
Focus
Single, concrete measurable goal Ex. Thunderbird’s goal: Raise 750 new alumni gifts in the last six weeks of
the fiscal year in order to reach 15% alumni participation
Short-term and urgentFocus on the cause, not your organization
Clemson University: one fund, not university “Race for the Cure”
Identify one person who represents your cause
Grab Attention
Cut through the noise with Personally tagged photos on Facebook Emotional pictures Humor (but be careful there) An unexpected slogan or fact Something fun!
Grab Attention
NTEN goal: raise $20,000 to send 58 nonprofit staff members to
the NTEN ConferenceStrategy
$10,000 match by Convio Holly’s promise to humiliate herself
Result Holly’s remake of the Beyonce “Single Ladies” music
video Will she meet Beyonce?
Grab Attention
• 71% of journalists have a list of blogs that they check on a regular basis
• More than 90% of journalists check blogs at least two to three times per month.
Engage
Compel others to care deeply Tell a story Be empathetic Be authentic
Engage Face to Face
Engage Through Multi-channel Communication
Engage through Videos
Flip cam: $150Videopad: $70Youtube.com: “President’s Day at Macalester College”
Take Action
Empower friends with tools to act quicklyMake it easy and fun!Clear call to action
Focus + GET
Focus during a short period of time on 1 measurable goal related to 1 cause represented by 1 person
Grab attention with the unexpected, fun, visual and emotional
Engage with stories that compel people to care deeply
Take action – empower friends with tools to help; must be easy and fun