Social Media, Community Building & Development

NC Philanthropy ConferenceAugust 2013

Social Media Experts?Social Media Authorities?

– This is a moving target and we’re all working to catch up

How About Social Media Evangelists?

How and Why I Got Started?

Why Is Social Media Relevant?

• Marketing is being redefined• Moving from monologue to dialogue• Conversations are happening without us

• Engagement is what we’re after• This is a gift to fundraisers and non-profits!• Cultivation & Stewardship• Follow your target audience• Consumers want deeper engagement with

brands• Your absence is conspicuous

A Curse and a Blessing

• Truly a gift to communicators• This is real world - good and bad• Hive Marketing - brand evangelists• Motivate and activate brand advocates • Expose potential donors to the passions of

long time donors and supporters (Donor Pyramid)

• Turn them into citizen journalists; more credible

Where We Focus Most of Our Energy

• Facebook• Twitter• Google+• YouTube• LinkedIn• Instagram• Pinterest

Facebook

• Engagement is key • Ask questions• Invite responses• Create an environment that fosters sharing

and conversation• Content rich: photos and video• Fundraising apps• LISTENING PLATFORM

Facebook

Facebook

Facebook

Google+

• Helpful for search engine marketing• Doesn’t have to be a daily activity• Post links to social media and websites• Post video and photo content• Create circles of peer organizations and

friends of the organization

Google+

LinkedIn

• Underappreciated and underutilized• However, more respected by professionals• Not just for job hunting!• LinkedIn Company Pages vs. Groups• Company Page: Basic content similar to

Google+ and status updates• Groups for engagement and direct marketing• Daily eBlast with discussion and news

LinkedIn

LinkedIn

LinkedIn

Twitter• Amazing for segmenting audiences by areas of interest• #Hashtags are the secret to Twitter• Geographic hashtags #Boston #BostonMA• Topical hastags #breastcancer #hcsm #green• Reciprocity: Thanks, Retweets, Sharing info from others• Can’t be all about you• Follow influencers and others• Frequency is important• Use a third part service: Hootsuite, Sprout Social, etc• Don’t do automated responses• Identify the voice(s) on your Twitter feed

Twitter

Sprout Social

Sprout Social

Sprout Social

Sprout Social

Hootsuite

Hootsuite

YouTube

• Important for search engine marketing• Owned by Google• Can feed videos to Google+ and Facebook• Tag your videos!• Brand your page • Sort videos using playlists

YouTube

Blogs

• Great for storytelling• Highly engaging• Easy to execute: Wordpress, Blogger, etc

Signature Moms Blog

• 8 bloggers• 42,000 visits in 2012• 100,000+ total• 2,477 subscribers• 600 comments

Our Mantra: Be Strategic

• The social web offers another set of tools in your tool box

• Integration is key• Look before you leap• Program: flexible and dynamic, but not

haphazard

Our Approach

Step 1 -Strategic planning• Definition of audiences• Determination of social channels to be used

Step 2 - Channel creation• Building branded pages

Step 3 - Content creation and monitoring• Weekly content calendars• Weekly key stat measurement

Developing a Social Media Marketing Plan

Two Types of Plan:– Long term engagement– Short term campaign

Developing a Social Media Marketing Plan

Step #1 - Participate It will be difficult to develop a plan, and sell

the value of a plan, if you aren’t engaged in the medium

Developing a Social Media Marketing Plan

Step #2 - Culture Preparedness• Assess you organization’s appetite for

social media. Risk averse? Fear in the C-suite?

• Then begin bringing them along.• They’ll appreciate a strategy!

Developing a Social Media Marketing Plan

Step #3 - Define Audience and Stakeholders

How do they use social media?

Developing a Social Media Marketing Plan

Step #4 - Objectives & Goals What are you trying to achieve? It may vary

by audience. Current donors, grateful patients, board members, employees, influentials, media…

Developing a Social Media Marketing Plan

Step #5 - Desired Outcomes What does success look like? Increase in

brand awareness or preference, enhance search engine rankings, web traffic, donor engagement, brand positioning, community building?

Developing a Social Media Marketing Plan

Step #6 - Channel Selection Don’t try to do everything. Be strategic in

resource allocation. What channels allow you to achieve your objectives?

Developing a Social Media Marketing Plan

Step #7 - Integration How will you integrate the program with

your other Marcom efforts? Don’t forget PR and internal communication.

Developing a Social Media Marketing Plan

Step #8 - Plan Resource Allocation Avoid social media burnout before it occurs.

Design a sustainable program. Learn to repurpose content!

Step #8 - Plan Resource Allocation It is not always about volume of posts or

tweets.

Repurposing Content

1. Press release on PRLog2. Use share function3. Post on Twitter, Facebook, Google+ &

LinkedIn with one click 4. Distribute via LinkedIn Groups as “news”

or “discussion” using PRLog small URL

http://www.prlog.org/

http://www.linkedin.com

LinkedIn Groups: http://www.linkedin.com/home?myGroups=&trk=hb_side_grps

Pitch Engine - Free Service

Same Process Repurposing Video

• Post to your website• YouTube• Google+• Facebook • Your blog• Post link on LinkedIn Groups & Twitter• Etc.

Developing a Social Media Marketing Plan

Step #9 – Measure (Sprout Social, Tweetbinder, TweetReach)

Develop metrics: Google Analytics, technorati blog rankings, followers, friend counts, fans, engagement, etc. Also measure your activity: posts, tweets, retweets, etc.

Developing a Social Media Marketing Plan

Step #10 - Monitor Track conversations happening online.

Hootsuite, Sprout Social, Facebook Pages, Socialmention.com, Filtrbox, MonitorThis, etc. Google Alerts at a minimum. Have a process for this.

Developing a Social Media Marketing Plan

Step #11 – Policy• Employee social media policy. Check out Mayo

Clinic’s policies online at http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/

• Chris Boudreaux online database of organizations’ policies: http://socialmediagovernance.com/policies.php

Putting Social Media to Work

• Crisis Communication - Build up online communities in anticipation of the need to inform and activate brand advocates

• Brand Advocacy/Positive Buzz - Funnel quality information about your brand to constituents (hive marketing); this includes internal audiences

Putting Social Media to Work

• Communicate Key Messages– Quality and Patient Safety– Patient- and Family-Centered Care– Etc.

• Elicit feedback from the market place – These are LISTENING PLATFORMS

• Provide access to quality health info• Educate and build preference for services• Meet consumer expectations• Humanize your institution

Marketing as Community Building

• Engagement• Marketing “with” rather than “at”• Return on Community• Marketers and communicators become

creators of online spaces/environments where community can occur.

• Communities of shared interest

Community• Elements of Community– Sense of shared values– Feeling valued and appreciated– Being heard– Common interests and/or experiences– Treated kindly– Reciprocity – two-way relationship (engagement)– Gain value from interactions; growing and learning– Support – both emotional and informational

Value in Communication

• Quality of the content/communication• Communication people want to spend time

with• Fits within the context of their life• Use of video• Storytelling

Donor Pyramid

Once you build community, activate it

Nicholas School of the Environment at Duke University - Case Study

Social Media Widgets hidden at bottom of page.

The Link from the Nicholas Site took me here.

But this is their new Twitter account

Engagement? Where are the RTs and the TYs? Only modest use of hashtags.

An Integrated Campaign

What I Wish We’d Done• More aggressive Social Media Outreach• Need to create an environment that invites

engagement on Nicholas’ social platforms• Needed much greater frequency with Twitter• Include Google+ and LinkedIn• Ideally, a Facebook promotion – “Post photos from

your days at the Marine Lab…”; then cross promote on other channels

• Facebook ads targeting the key term: “Nicholas School of the Environment”

Good Reading

• Groundswell, Charlene Li & Josh Bernoff• Join the Conversation, Joseph Jaffe• Social Media is a Cocktail Party, Jim Tobin and

Lisa Braziel• PR 2.0, Deirdre Breakenridge• The New Rules of Marketing & PR, David

Meerman Scott

Summary: A Few Sins of Social Media

• Haste - Don’t start without a plan• Fear - You can’t be afraid to lose control• Apathy - Don’t stick your head in the sand;

especially at the C-suite level• Sloth - Content must be updated• Gluttony - Don’t take on too much too fast

Contact Information

• Dan Dunlop, Jennings– ddunlop@jenningsco.com– Twitter: @dandunlop & @JenningsHealth– Blog: http://thehealthcaremarketer.wordpress.com– LinkedIn: www.linkedin.com/in/dandunlop/