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The People ChannelUsing Social Media to Convert PBS Viewers into Members

Chad Norman| Page #2 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

So, you’ve got a social media plan, right?

* From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies

P = People Who are you trying to engage?

O = Objectives What are you trying to achieve?

S = Strategies What will it look like when you're done?

T = Technologies What are the tools you plan to use?

The P.O.S.T. method* is a great way to develop you social media program.

T is for “Tactics”

Chad Norman| Page #3 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Why is Social Media Important?

Social Media Revolution 2: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Chad Norman| Page #4 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Channels of Communication

Hey, it’s the people channel!

And it’s Interactive!

Chad Norman| Page #5 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Where the People Are

Chad Norman| Page #6 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Chad Norman| Page #7 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Why Does This Work?

Whuffie!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

Chad Norman| Page #8 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Getting Your Supporters Engaged…

Especially this group

Chad Norman| Page #9 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

CRMPerson to Person

Telephone

Direct Mail

WebEmail

Peer to Peer

Social Media

Mobile

Telepathy

Chad Norman| Page #10 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Your Social Media Honeypot

Chad Norman| Page #11 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

The WGBH Lab encourages viewer participation.The WGBH Lab encourages viewer participation.

Chad Norman| Page #12 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

WETA created Book StudioWETA created Book Studio

Chad Norman| Page #13 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

KCET held an L.A. Food Twitter PartyKCET held an L.A. Food Twitter Party

Chad Norman| Page #14 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

5 Ways to Move Supporters Closer to Members

7 ways to get supporters involved.7 ways to get supporters involved.

Chad Norman| Page #15 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

1

Create a landing page for fans/non fans.

Create a landing page for fans/non fans.

Chad Norman| Page #16 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

2

Integrate your CRM with Facebook fan activity.

Integrate your CRM with Facebook fan activity.

Chad Norman| Page #17 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

3

Organize a Tweetup.Organize a Tweetup.

Chad Norman| Page #18 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

4

Start, join, and organize conversations on Twitter with hashtags (#nwf #nptech #charitytuesday)

Start, join, and organize conversations on Twitter with hashtags (#nwf #nptech #charitytuesday)

Chad Norman| Page #19 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

5

Hold a Facebook contest to attract new supporters.Hold a Facebook contest to attract new supporters.

Chad Norman| Page #20 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

6

Create a fundraising campaign organized with Twitter.

Create a fundraising campaign organized with Twitter.

Chad Norman| Page #21 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

7

Promote an event, campaign, or movement with twitter hashtags (#beatcancer #memorywalk)

Promote an event, campaign, or movement with twitter hashtags (#beatcancer #memorywalk)

Chad Norman| Page #22 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Presenter

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Social Media Tactics

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242726 2922314146 3934493744

1722 115

for Nonprofits

181

Slideshare.net/chadnorman

Chad Norman| Page #23 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Measure It!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/

Chad Norman| Page #24 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Website Traffic Equals Conversions

Chad Norman| Page #25 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Track and benchmark key metrics.Track and benchmark key metrics.

Chad Norman| Page #26 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Use short URLs to track link performance (bit.ly, tinyurl.com).

Use short URLs to track link performance (bit.ly, tinyurl.com).

Chad Norman| Page #27 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Use Twitalyzer.com to mashup Google Analytics with Twitter influencers.

Use Twitalyzer.com to mashup Google Analytics with Twitter influencers.

Chad Norman| Page #28 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Create a social media listening dashboard with iGoogle.Create a social media listening dashboard with iGoogle.

Chad Norman| Page #29 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

What’s Next?

Chad Norman| Page #30 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

Questions?

Chad Norman| Page #31 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into MembersEmail: Chad.Norman@Blackbaud.comTwitter: www.twitter.com/ChadNorman

Blackbaud.com/ChadNorman

GoGreenCharleston.org

Photo via hryckowian: www.flickr.com/photos/hryckowian/2602363529/