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Building Your Base with Social Media | Columbus American Marketing Association Presentation
23
BUILDING YOUR BASE MID-OHIO FOODBANK’S SOCIAL MEDIA EXPERIENCE September 2, 2009
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On September 2, 2009 I delivered a presentation to the Columbus chapter of the American Marketing Association about how I\'ve been leveraging social networking at Mid-Ohio Foodbank to communicate brand awareness and promote its mission, as well as how I\'m using social media to connect with volunteers and (eventually) raise dollars.
Transcript of Building Your Base with Social Media | Columbus American Marketing Association Presentation
BUILDING YOUR BASEMID-OHIO FOODBANK’S SOCIAL MEDIA EXPERIENCE
September 2, 2009
Who is Mid-Ohio Foodbank?
Mid-Ohio Foodbank is dedicated to feeding hungry people by: Collecting Educating Advocating Collaborating
http://hungerrelief.tyson.com/
Food BanksWarehouse&
distribution operationHunger education &
advocacy
AgenciesFood pantries
Meal sitesShelters
Backpack programs
Donors•Food producers•Food retailers•Farmers•Individuals•Food drives
Government commodity distribution programs
Families & individuals in need
Why are we participating?
It’s how we’re all communicating…
Be present & participate
Communicate with the masses
Learn about audience Volunteers Donors Community
US Brand Marketers Who Use Social Media Marketing, June-July 2009 (% of respondents)
Yes, it’s currently part of our marketing activity 59%
We are planning to implement social media in:
- next 3 months 13%
- 4-6 months 7%
- next 7-12 months 3%
- 12 months or longer 5%
- No, we’re not using/planning to use social media 13%
Source: Equation Research, “2009 Marketing Industry Trends Report,” August 18, 2009
www.emarketer.com
Our Approach:
Photo on Flickr by Aaron Webb
Our Approach
PURPOSE
Awareness
Volunteers
Raise funds
Advocates
Where can you find us?
www.facebook.com/midohiofoodbank
www.youtube.com/user/MidOhioFoodbank
www.flickr.com/photos/mid-ohiofoodbank
@mid_ohfoodbank
Social media power users of both age brackets have used social media to discuss philanthropy.
Trust in social media is significant among social media savvy would-be donors.
–Philanthropy2.0 Study
Organizational Impact
Success Stories
Learn more about affiliated organization
Info on causes of interest
Info on financial accountability
Age 30-49 80% 74% 71% 79% 43%Age >50 86% 80% 80% 78% 47%
Conversation & Trust
How is Mid-Ohio Foodbank using it?
Education & awareness
Volunteer & donor recognition
Listen, monitor, research & respond
Event promotion
FoodFight6.30
Tools:
Measurable Results
Web Traffic Visits increased by 2000%, day of
Tweets (including hashtag)
199
Facebook invitation Invited 395Wall Posts 11Confirmed Guests 88Maybe Attending 90
YouTube 88
Blog mentions 6 including popular foodie bloggers
Pitchengine.com 426 views
Press 3 including10tv, 614 magazine & Columbus Underground
About USx8
Text USx8 to 90999 to donate $5 to Mid-Ohio Foodbank – reply YES to confirm donation
$5 helps feed an Ohio family for a day
Fight with $5 USx8 kickoff event
Tools:
Measurable Results
Attended +/- 25
Money Raised $200
Clicks/Views of photo invitation (tr.im)
145
Facebook Invitations 362Respondents (yes, no, maybe) 162Wall posts 8
Tweets (using hashtag)
70
Has it worked?
“To figure out what to measure, nonprofits must engage their stakeholders, research meaningful metrics and experiment with trial and error”.
- Jason Saul via http://beth.typepad.com
How do you measure awareness?
No dollar amount; so measure online presence Social media audit Measure BEFORE and
after Good benchmarking
Has it worked?
So what ARE we doing:
Identifying influencers
Learning: what works & what
doesn’t how to craft effective
messages or calls to action
“Relationship building lays groundwork for future campaigns to raise time, money, and blood.”
- Beth Kanter, http://beth.typepad.com
Non-profits & social media
Question Social NetworksWhat is the primary purpose of the community?
Marketing (80.5%)
How long have you had your *community?
1-24 months (93.8%)
How much fundraising revenue have you raised from your community over the preceding year?
Not fundraising (61.1%)
For those nonprofits without a community of this type, what is the primary reason?
Do not have the expertise in-house (44.3%)
www.nonprofitsocialnetworksurvey.com
Non-profits & social media
1) NPOs are allocating real resources, staff & budgets
2) Very little real revenue generated
3) Facebook is the most popular 39.9% have raised money
29.1% raised $500 or less over past 12 months
4) More than 1/2 intend to increase project staffing into
2010
5) Communications & marketing departments most likely to
own efforts
What’s next?
www.kimokards.com
What’s next?
FRIENDraising is common Relationships are
priceless Listen & learn
Strategies change All NPOs are
different Not for every donor
Launch a blog Implement
fundraising platform
Create/encourage more content
Think outside of the box
Lessons Learned Future Plans
The Purpose
Building a community: Advocates Those with a
common interest Like-minded Representatives
Local non-profits
Operational Shifts
Operational Shifts
New space to communicate Incorporating into other Foodbank
programs Resource
Ideas /collaboration Building network & deeper relationships Still exploring fundraising opportunities
Trial & error Direct web traffic
Questions?
Christina L. Christian
@christina_lynn
www.linkedin.com/in/ChristinaChristian
www.facebook.com/ChristinaChristian
Contact
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