Social Media and Social Networking for Charities

6th October 2011

All about...

• Social media

• Marketing

• Audiences

• Challenges

• Opportunities

• Tools

• Best/worst practice

Social media is...

“an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio”

“any tool or service that uses the internet to facilitate conversations” Brian Solis, Engage

“..millions of online conversations every day..”

“We  are  adver)is’d  

by  our  loving  4iends”  Henry VI, Part III

Social Media c. 1591

c.6th October 2011

• Over 152 million blogs

• More than 90 million tweets daily

• 750 million + facebook users

• Nearly 120 million LinkedIn users (growing by +1 million every two weeks)

• Over 3 billion views on YouTube a day(200 million via mobile)

The (social) state we’re in

• 89% of emails are spam

• 1 in 5 divorces are blamed on facebook

• One third of Americans would rather go without sex than be without their mobile (smart) phone for a week

• 20% would go shoeless....

Social = Global

Top social networking sites: registered users (millions)

0

200

400

600

800

Social (Media) Marketing

From old media to “new” media

From silos to convergence

Advertising

PR Marketing

CustomerService

Social

Advertising

PR

Advertising

Marketing

What’s marketing about now?

• Influencing behavioural change

• Communication, interaction, engagement

• Friends, fans, followers

• Influentials, Advocates, Tribes, Communities

• Connecting with internal and external audiences

From peripheral to “must have”

• 66% of UK businesses agree that social media activity is essential to their marketing efforts (74% globally)

• 41% of UK businesses report winning new business through social media (up from 33% in 2010)

• 48% of UK companies use social media to connect and communicate with customers (52% globally)

• 50% of companies encourage their staff to join business networks (53% globally)

• 33% of UK companies devote 20% of their marketing budget to social media marketing (39% globally)

Regus survey of 17,000 managers and business owners (4,000 UK respondents) June 2011

From peripheral to “must have”

• Technology consultancy firm Gartner predicts that by 2014, some 20% of organisations will make a social network the hub of their business communications.

• A recent study of 644 US companies concluded that the use of social media as a marketing tool not only builds better brand exposure, but also generates leads that result in real customer acquisition.

Social = business development

Hubspot: The State of Inbound Marketing 2011

Social media tools becoming more important

Social Media & Charities

A Perfect Match?

• Stories

• Causes

• Communities

• Communication

• Engagement

• Action

Use of social media bytop 50 fundraising charities (UK)

Source: nfpsynergy April 2011

Opportunities vs Challenges

• Reach

• Direct/instant communication

• Real-time interaction

• Positive engagement

• Community-building

• Brand awareness

• Research

• Fundraising

• Perceived lack of control

• Consequences not thought through

• Negative comment

• Negative engagement

• No/little response

• Home truths

• May need to spend more

• Additional resources?

• Reach

• Direct/instant communication

• Real-time interaction

• Positive engagement

• Community-building

• Brand awareness

• Research

• Fundraising

• Perceived lack of control

• Consequences not thought through

• Negative comment

• Negative engagement

• No/little response

• Home truths

• May need to spend more

• Need for additional resources?

= Strategy!

• Audiences

• Objectives

• ROI

• Planning

• Contingency

• Management

Social Marketing Strategy

• Audience: who are you talking to? Who do you need to reach? Where are they? What are they interested in? How can you add value?

• Objectives: do you need to build your brand? Your profile? Your endorsements? Your revenues? Your partners? By how much?

• ROI: how will you know if you’ve been successful? What is your measure of success? By when?

• Planning: how will you achieve that ROI? What resources will you need? How much time will you allocate? What will you prioritise?

• Contingency: what will you do if you are thrown off-track? How will you respond?

• Management: how will you manage this? What training will you provide? How will you lead?

What not to do: The Gap

What not to do: Kenneth Cole

How to do it: Old Spice Guy

Old Spice Guy Campaign Results

8000 to

70,000

in two days

563 000 to

1,245,415 + 121%

+ 107% in one month

+ 55% in next three months

Key Social Media Marketing Tools

Blogging

• “Publick Occurrences”, the USA’s first newspaper, had a blank sheet for readers’ comments

• Now over 152 million blogs

• 80% abandoned within first month

• UK’s top blog is mashable.com(5m+ monthly views)

Blogging Quick Facts

Charity blogging

• Brand-building

• Credibility

• Profile

• Competitive advantage

• Thought leadership

• Relationship-building

• New business development

Why blog?

• Preparation is key!

• Strategy: audience, objectives, content?

• Branding: individual vs company?

• Resources: who, how often, when?

• Platform: Wordpress, Posterous, Tumblr, industry-specific?

• Content: inhouse, external?

• Community-building: comments, debate, moderation?

• Brand reputation: responding to negativity?

How to blog

• Select an easy-to-use platform eg: Wordpress

• Incorporate your blog into your website for traffic and traction

• Theme your blog appropriately: the most effective blogs have a point and purpose

• Consider your audience: who are you writing for and what do you want them to do?

• Use visuals, multimedia, charts, questions to give your blog life

• Make your headlines count: who, what, where, when, why, how?

• Don’t over keyword your blog: Google doesn’t like it and nor do readers

• Schedule and plan your blog: worse to start and stop than never start!

Blogging Top Tips

Twitter Quick Facts

• 200m+ registered users

• 7m+ UK Twitter users

• Over 90 million tweets daily

• 25% contain links

• 500,000 new accounts per day

Why use twitter?

• Brand-building

• Profile

• Authority

• Communication and interaction

• News

• Research

• Knowledge-building

How to tweet

• Strategy: audience, objectives, content?

• Branding: individual and/or company?

• Resources: who, what, when?

• Engagement: building conversation and interaction

• Integration: linking strategies

Twitter Top Tips

• Have a short (ish) user name to maximise ease of use/RTing

• Don’t broadcast: chat and communicate

• RT as appropriate: share and thank often

• Consider your personality and persona: be appropriate

• Follow useful and interesting people/groups/lists (search by #)

• Regularly check and clean your “followers” list

• Use automated tools to spread your tweets eg: #in, #fb

• Use aggregators like Tweetdeck, Hootsuite to track tweets, mentions, RTs, your favourites, your clients, and to schedule your tweets

YouTube Quick Facts

• Fourth most visited website in the world

• Second largest search engine

• 48 hours of content uploaded every minute

• Over 3 billion views a day

• 200 million views via mobile

Why use YouTube?

• Brand-building

• Profile

• Authority

• Competitive advantage

• Relationship-building

• New business development

How to use YouTube

• Strategy: audience, objectives, content?

• Branding: individual and/or company?

• Resources: who, what, when?

• Engagement: building interaction

• Integration: blogging and vlogging

YouTube Top Tips

• Claim your brand: set up a dedicated channel for your business

• Customise your channel to better brand your business

• Tag (keyword) your videos so they can be easily found

• Consider your audience: what’s going to be of value to them?

• Consider your personality and company persona: be appropriate

• Keep it short and sweet!

• Create “calls to action” to encourage comments and interaction

• Integrate your YouTube videos into your website and social spaces (link and watermark)

LinkedIn

LinkedIn Quick Facts

• Nearly 120 million registered users worldwide

• Almost 7 million in the UK (third largest)

• One new member every second

• 70% of users are male

• 80% of users are “decision-makers”

• 700,000 + groups

Why use LinkedIn?

• Brand-building

• Profile

• Networking

• Share knowledge and expertise

• Find/advertise jobs

• Research

• Knowledge-building

Members by industry

How to use LinkedIn

• Strategy: audience, objectives, content?

• Branding: using profiles to build and control your brand

• Networking: do’s and don’t’s

• Sharing expertise: groups and answers

• Integration: using LinkedIn tools to build your brand

• Research: using LinkedIn Search

Words to Avoid in your Profile

Extensive experience

Innovative

Motivated

Results-oriented

DynamicProven track record

Team player

Entrepreneurial

Fast-paced

Problem-solver

Data: LinkedIn

LinkedIn Top Tips

• Include a photo (current and professional)

• Complete your profile

• Obtain references (quality over quantity)

• Contribute (groups, Q&A)

• Use ability to integrate blogs, other software eg: Slideshare, Box.net

• Use the search feature for research and marketing

• Don’t “cold call”: get introduced properly

0773 9300 322

fiona@jumpstartinteractive.com

Bringing brands and business to life: marketing, design, social media

@fionamulliner

Thank you!