1 NC Affordable Housing Conference November 1-2, 2011 ∙ Raleigh, NC.
NC Philanthropy Conference Presentation
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Social Media, Community Building & Development NC Philanthropy Conference August 2013
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These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Transcript of NC Philanthropy Conference Presentation
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
• Engagement is key • Ask questions• Invite responses• Create an environment that fosters sharing
and conversation• Content rich: photos and video• Fundraising apps• LISTENING PLATFORM
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+
• 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
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
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
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– [email protected]– Twitter: @dandunlop & @JenningsHealth– Blog: http://thehealthcaremarketer.wordpress.com– LinkedIn: www.linkedin.com/in/dandunlop/
