SOCIAL MEDIA COMMUNICATIONS STRATEGY 2010-2011

1.What is social media and what does it have to do with a non-profit like ADMSP?

2.Isn’t it only for those targeting Generation Y?3.What goals should ADMSP be pursuing with social

media?4.How do we decide what tools to use?5.How do we most effectively utilize social media tools?

- Case 1. Brooklyn Museum - Case 2. Homeless Nation - Case 3. Austin Tweet-Up Blood Drive

6.What metrics should we use to measure the outcome?

What is social media and what does it have to do with a non-profit like ADMSP?

At its most basic sense, social media is a shi1 in how  people  discover,  read  and  share  news, informa7on and content. ² 

Examples of social media tools are blogs, social networking  sites  (Facebook,  Myspace,  Ning), video  sharing  websites  (YouTube),  podcasts, bookmarking sites (de.licio.us), etc. 

The model for  100 years has been pre3y  simple:  Target wealthy  people or  founda:ons or  corpora:ons, interrupt them with unan:cipated, impersonal, irrelevant messages they don't want to get, delivered over and  over  and  over  again  un:l  they  give  you  money  or  help...That model worked  really  well  for  a  long :me...It's  important  to  understand  there's  nothing  wrong  with  this,  because  the  ends  do  jus:fy  the means. The problem is that that's not working so well any more.¹  ‐ Seth Godin

Isn’t it only for those targeting Generation Y?Don’t think that social media will come in handy for dealing only with Genera:on Y and younger‐minded supporters. Have you ever heard of the “Wired Wealthy”? This is a new classifica:on of donors that emerged aPer a study of online habits of the high dollar donors done by Convio.

The “Wired Wealthy”:

•    mean age is 51

•    donate $11,000 a year

•    median giP size is $4,500

•     57% make more than $100k, 

      27% above $200k per year

•     52% use YouTube

•     23% use MySpace/Facebook

•      12% use Flickr

  Convio, the Wired Wealthy (March 2008)

The  survey,  conducted  by  Convio  with  more  than 3 ,000  donors  f rom  23  ma jo r  nonprofit organiza:ons,  defined  that  51%  of  the  donors prefer  online  giving,  but  feel  nonprofit  websites lack  inspira7on,  connec7on,  and  opportunity  for deeper engagement. ³

ATTENTION!!! While we  definitely  want  to  engage with  “wired  wealthy,”  no  ma3er  who  our  non‐profit's  major  donors  are  now,  we  should  start building  the  rela:onship  with  the  next  genera:on of  donors  today.  Think  beyond  dona:ons,  though! (see next page)

What goals should ADMSP be pursuing with social media?

     ADMSP defines the objec7ves it is going to pursue as follows:

1. Build awareness:  tell people what ADMSP is about, what it does, and why it is important. 2. Be accessible: allow our fans to find us where they are.3. Gather informa7on:  listen to what people say about ADMSP. 4. Search for talent: network to bring the best of the best into ADMSP.5. Collaborate: engage in conversa:on with other non‐profits, share experiences and give each other valuable advice.6. Raise dona7ons: We won’t raise lots of money because it’s first about building rela:onships! 

What goals should ADMSP be pursuing with social media?

“ADMSP IS FOR EVERYONE.”‐ Marlene Saile,

President and CEO of ADMSP

“ADMSP’s Mission: Make 10,000,000 people aware that ADMSP exists  online by our opening date of 11/15/2011”

“Great! So how do we do that?

TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE?

THE THREE “O’S”...

• Output: Physical products – Blog post, news release, e-mail, etc.

• Outtake: What a target audience takes away– Messages, perceptions, understandings

• Outcome: Quantifiable changes in attitudes, behaviors, or opinions– change in the number of downloads, requests,

responses

TURN THE GOALS INTO OBJECTIVES THAT ARE MEASURABLE?

THE THREE “O’S”...

• Output: Physical products – Blog post, news release, e-mail, etc.

• Outtake: What a target audience takes away– Messages, perceptions, understandings

• Outcome: Quantifiable changes in attitudes, behaviors, or opinions– change in the number of downloads,

requests, responses

Writing measurable objectives

To be measurable, objectives MUST include:1. A specific desire, communication or

behavioral effect;2. A designated target audience among

whom the effect is to be achieved;3. The expected level of attainment; and4. The timeframe in which those attainments

are to occur.

Measurable Objectives

• Output: To create a Facebook fan page and have 15% of online public join within 6 months.

• Outtake: To increase positive mentions that include key message in key industry blogs by 15% within six months.

• Outcome: To increase number of people that are aware of ADMSP sales by 20% within 3 months.

Strategy• What is the approach

to achieving objectives and reaching the goal?

• Example: Establish a Facebook Fan Page to keep target audiences connected.

THE OUTPUT IS THE STRATEGY!

Tactics• What activities will be

conducted to carryout specific objectives?

• What tools will be used?– Set up the Facebook fan page

– Invite target audience via an e-mail

– Invite by creating a Facebook application

– Invite by creating a Facebook Ad

THE ACTIVITIES TURN INTO THE OUTTAKE!

Measurable Plan• Goal: To increase awareness by 1MM• Outcome Objective: To increase “eyeballs” by

20% within 3 months• Strategy 1: Use Facebook to

engage eyeballs– Tactic 1: Create a Facebook Fan Page– Tactic 2: Create Facebook App, Ads

• Strategy 2: Use Twitter to engageblog readers to take our poll at Blogger by mentioning a limited time iTunes gift certificate.

– Tactic 1: Conversational Tweets mentioning a “surprise” followed up by

– Tactic 2: Tweets with gift certificate mention– Measurement: An increase of eyeballs of

25% within 3 months (Objective not met)

“What is in it for those readers?”

“We need to establish ADMSP as a social brand with:๏industry knowledge (we are experts on sculpture installa:ons...on a park...by the beach...)๏unique experiences and concepts๏be “known” for something๏establish a reason to return!

“We need to provide these readers with: ๏insight๏sneak peeks๏ways to contribute to the final design with ideas๏a free trip to the opening date ๏a good laugh......... (what else?)

“We need to return value to these readers with: ๏answering ques:ons๏replying to other blogs๏share corporate message on linkedIn๏crea:ng content (presenta:ons of the project on slideshare, video, podcasts, photos of us working at our computers...) what else?

“We need to provide these readers with be3er ways to navigate the website with tools like:๏email opt‐in๏online contact form submission๏online submission of ideas๏download of volunteer forms....what else?

“ We need to make ourselves worthy of their :me (and hopefully their money) beyond just the park cause!

How do we decide what tools to use?

Our objec7ves define our tools:

1. Build awareness and Be more accessible: create profiles on Facebook, MySpace,  LinkedIn, start a blog or join in the conversa:on on Twi3er and twit about our cause.3. Gather informa7on: run a search on technora:.com or feedster.com to determine which bloggers are talking about us and our area. For search within Twi3er, use search.twi3er.com4. Search for talent: create profile on LinkedIn5. Collaborate: Use Wiki Pages. Follow experts in our field on Twi3er to stay current and share what you know. 6. Raise dona7ons: set up dona:on pages and collect dona:ons use ChipIn, Fundable, Squidoo, Firstgiving or Facebook Causes.

How do I most effectively utilize social media tools?

The Brooklyn Museum is making  good use of a variety of social media  channels. They take communica:ng with their customers and prospec:ve customers seriously. And they devote the :me, energy and resources to making this happen.

Case 1. Brooklyn Museum

The Museum has gone far beyond simply managing a Facebook profile, now it boasts of a new kind of paid membership called “1smans.”   1smans offers crea:ve perks such as a private Twi3er Art Feed maintained by a revolving group of ar:sts and invita:ons to ooeat 1smans events, like a talk by conservator Lisa Bruno on animal mummies. Learn more here

There are plenty of free things you can do as well. For example, show the Museum through your eyes by adding your photos to the Brooklyn Museum Group on Flickr. If you want, the Museum will broadcast your video on their website , you might even win a prize.  Follow them on Twi3er, read their blog. The Brooklyn Museum isn't only connec:ng with yet another social channel, 

it's also connec7ng the online social experience with the real world. Bring your camera. Take your pictures. Post them along with those of other visitors.⁴ 

The Museum is everywhere, yet it is always part of the conversa7on and never an interrup7on.

How do we most effectively utilize social media tools?

Montreal‐based  nonprofit Homeless Na:on uses social media to create dialogue between Canada's homeless and mainstream society to counter isola:on and marginaliza:on.   www.homelessna:on.org is an online home for those who have none, here they can share their experiences, learn about others, look for lost friends. The site provides e‐mail, blogs, forums and hos:ng for YouTube‐style streaming video and audio. 

Through their outreach, Homeless Na:on makes digital tools accessible for learning, media and communica:on.

“Reading the blogs, sharing stories, being kept up to date on what’s going on poli:cally........there are so many wonderful and invaluable things this site provides,” – Stephanie, member.

Case 2. Homeless Na7on

“The hallmark of a true web community is when the par7cipants define the culture beyond the organizers. Reading the hearmelt and respecmul interac:on between par:cipants in the blogs and comments, you can see that this is truly a collabora:on between the builders and par:cipants.” ⁵

     

How do we most effectively utilize social media tools?

In less than one week and before a major na:onal holiday, members of the Social Media Club, 501 Tech Club, David J. Neff and Michelle Greer called upon the Aus:n tech community to help save lives by dona:ng blood. 

Taking the conversa:on online, the groups spread the word via blogs and Facebook. In addi:on, Twi3er became the communica:on tool of choice. Community members "re‐tweeted" details of the event mimicking a modern‐day phone tree. Conversa:ons were then tracked using the hashtag #atbd. 

The efforts resulted in over 45 blood donors; doubling the  center's traffic on an average day. Of the 45, several were self‐admi3ed first :me donors who felt compelled to par:cipate in the cause aPer seeing it on Twi3er.⁶

Watch a video made by David Neff here 

Case 3. Aus7n TweetUp Blood Drive 

“It was really neat to combine two things I really wanted to do – give blood and meet folks that I’m communica:ng with online,” – Joyce, blood donor.

The key is providing value and being relevant! 

Traditional Marketing Funnel

Social Network Interference

New Marketing Funnel

Measurement Best Practices

• Benchmarking• Objectives • Return on

Expenditures• Return on

Investment BORR-ing...but necessary!

BenchmarkingWhere did we start?

Had 1,000 Facebook Friends and added a Fan Page with 0

Where did we end?

Have 3,000 Friends who are also FansHow much reach does a typical Facebook user have? Reach will be a function of

the number of active Facebook friends. 150 is Dunbar’s Reach Number: a measure employed by marketers that describes the maximum number of people

an individual can maintain stable social relationships. Therefore, if our 3,000 Friends and Fans update their status feeds x 150 of their friends = generates

450,000 eyeballs.

Objectives• Goal: To increase awareness by 1MM• Outcome Objective: To increase “eyeballs” by

20% within 3 months• Strategy 1: Use Facebook to

engage eyeballs– Tactic 1: Create a Facebook Fan Page– Tactic 2: Create Facebook App, Ads

• Strategy 2: Use Twitter to engageblog readers to take our poll at Blogger by mentioning a limited time iTunes gift certificate.

– Tactic 1: Conversational Tweets mentioning a “surprise” followed up by

– Tactic 2: Tweets with gift certificate mention– Measurement: An increase of eyeballs of

25% within 3 months (Objective not met)

ROE• Measuring Tactical Expenditures:

– Facebook• Free

– Facebook Ads• $500/month (3 months = $1,500)

– Twitter• Free

– Poll at Blogger• Free

– iTunes gift certificate • 1000 downloads @ .99 cents ($.99 * 1000 =

$1,000 )

TOTAL: $25,000 eyeballs = $.04 per eyeballs

ROI – Plan #2

Gain from Investment – Cost of Investment

Cost of Investment

And is always expressed in a percentage!

25,000 - $1,000$1,000 ROI = 249%

EyeballsExpenditures

What metrics should I use to measure the outcome? In order to measure the results of our social media involvement, we need to use both qualita:ve and quan:ta:ve benchmarks. Our objec:ves help determine which metrics  are best in each case.

Qualita7ve:If our objec:ve was to raise awareness, ask:‐  Are we currently part of conversa:ons about the cause?

If our objec:ve was to collaborate with other nonprofits and experts in the field, ask:‐ Did we learn anything of value? 

To measure general success, ask:‐ Were we able to build be3er rela:onships with donors, volunteers, etc.?  

Quan7ta7ve:Measure from benchmarks:

Number of Facebook fans, Twi3er followers, Digg links, Delicious bookmarks, referrals from social media sites, plus exis:ng website traffic, search engine rankings,...

Compare metrics before and aPer....

Measurement is a puzzle:1. What do you use to measure; and2. How do you organize it?

Google Analytics

Google Analytics

Google Analytics

Google Analytics

Google Analytics

Woopra

Woopra

Woopra

Bit.ly

Stumbleupon

Digg

Digg

Del.icio.us

Redditt

Mixx – No Results

How Sociable?

Addict-o-matic

Addict-o-matic

Social Mention

Social Mention

Xinureturns

Trendpedia

Google Trends – NO RESULTS

Omgili – NO RESULTS

uberVU – NO RESULTS

BackType (Trends not working yet)

Technorati – NO RESULTS

IceRocket

Blog Pulse

Google Blog

PostRank

Wordpress

Blogger

We grew bigger file cabinets in 10 minutes using

Google Reader

Google Reader

Measurement Tools

Excel

Email Alerts

Email Alerts