Social Media: An Introduction for Fundraisers

@arengrimshaw | social media consultant

Social MediaAn Introduction for Fundraisers

Presented to the Cornwall Fundraisers Forum – Monday 20th September 2010

http://www.arengrimshaw.co.uk/


Before we get started… Who Am I?

My name is Aren Grimshaw.

I am a Social Media Consultant working with businesses and other organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers / supporters.

I have been working in sales, marketing and media roles for over 10 years.

I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivals and a UK Regional Coordinator of Twestival UK 2010.

You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.

http://cornwallcafe.wordpress.com/

http://cornwall.twestival.com/



http://uk.twestival.com/


http://www.twitter.com/arengrimshaw

http://uk.linkedin.com/in/areng

http://www.facebook.com/aren.grimshaw

http://www.delicious.com/arengrimshaw


What will you takeaway from today’s session?

• An understanding of what Social Media can do for you and your organisation.

• Knowledge of what the term Social Media means and how it came into being.

• An insight into all the technologies and how they fit into the wider communications mix.

• A peek into what others are already doing . • Knowledge of the planning processes.• Some ideas to implement for yourselves.• Some further reading materials to continue your learning.







What is Social Media?



“Media for social interaction, using highly accessible and scalable publishing techniques.”

Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media

http://en.wikipedia.org/wiki/Social_media



or

“...it’s how people read, discover and shareinformation.”



Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales



The Key Aspects & Terminology

• Web 1.0, 2.0 & 4.0• Real Time• Viral • Authenticity / Transparency• User Generated Content (UGC)• Consumer Generated Media (CGM)







Putting it in context – Why now?

Technology• Computing Power• Processor Power• Internet Speeds• Digital Cameras• iPods• Smartphones• iPhones / iPads

Society• Generation Y / Net Gens• Out of Town Shopping• E-commerce• Longer Working Hours• Migration & Immigration• Erosion of Community

Centres• The Age of Spin







The Technology



Social Media Platforms

Blogs Social Networks

Wiki Sites

File Sharing Sites

Social BookmarksLive StreamingForums

AggregatorsReview Systems








http://theconversationprism.com/1024/


What is Facebook?

• Launched 2004 • 500m Active Users• 50% of users are between 25-49






http://www.facebook.com/


Latest Statistics

• 50% log on in any given day• 150m+ access via mobile devices

(and are twice as active)• 35m+ users update their status each day• 60m+ status updates posted each day• 30bn+ pieces of content shared per month

Source: http://www.facebook.com/press/info.php?statistics

http://www.facebook.com/press/info.php?statistics








An Average user…

• 130+ Friends• 55 minutes on the site per day• Is connected to 80 pages, groups &events• Adds 25 comments to content each month• Creates 90 pieces of content each month

Source: http://www.facebook.com/press/info.php?statistics

http://www.facebook.com/press/info.php?statistics








Some Statistics

• 77% active internet users read blogs• 133m+ blogs• 55% more traffic






http://www.wordpress.org/

https://www.blogger.com/start

http://posterous.com/

http://www.marcomprofessional.com/people/aren.grimshaw


What is Twitter?

• Social Network• Blogging Platform• Search Engine • Focus Group• News Wire






http://www.twitter.com/


Some Statistics

• 145m registered users• 300k new users sign up per day• 180m unique visitors per month• 600m+ search queries on Twitter per day








An Average user…

• Is 31 • Has 126 Followers• 75% of traffic comes from third-party apps• 37% of active users use their phone to update







Avatar Bio

Web Address

Location

Custom Background


What is LinkedIn?

• ‘Professional Network’• 65m+ members • 150 industries• 200 countries / territories






http://www.linkedin.com/


Some Statistics

• 1 new user per second • £68,000 Average earnings • 46% decision makers







http://www.linkedin.com/in/areng


Developing a Strategy



Aims & Objectives

Resources Available

Community Targets

Approach or Strategy

Technology to be Used

Developing Your Strategy (CARAT)







Supporters

•Business or Consumer

•Common Characteristics

•Demographics

•Technical Ability

•Interests

•Geographic Location

Influencers

• Staff Members

• Family Members

• Journalists

• Bloggers

• Politicians

Partners

• Allied Organisations

• Other regions

• Suppliers

• Funders / Investors

S I P

Identifying your Community







Defining Objectives - General

• SEO: link building, content factors• Marketing: Promote business, brand awareness• PR: Manage reputation, get news out• Sales: New contact routes, increase purchasing• Engagement: Increase loyalty, foster word of mouth• Research: Identify trends / niches, consultation• Management: Collaboration, knowledge sharing







Defining Objectives – Fundraiser / Charitable

• Add authority to your campaigns• Increase support or memberships• Increase action from supporters• Improve communication• Provide a spotlight on activities• Increase awareness• Enlist volunteers• Drive donations







Resources

• Time• Money• People• Skills• Business As Usual Activity (BAU)







The Approach



The VCP Rule

Profitability

Visibility Credibility







Reach but no Results(Technology Centred Approach)

Visibility

The VCP Rule







No chance to connect – no results(Content Focused Approach)

Credibility

The VCP Rule







Some Examples



Where Now: Five Steps



Where now?

1. Start listening2. Get more from your existing activity3. Create the right accounts4. Start to build your supporter base5. Develop a strategy







“Just because you leave the room, it

doesn’t mean that those left behind aren’t talking

about you.“

1. Start Listening







1. Start Listening

Set up your alerts:

• Google Alertshttp://www.google.com/alerts

• Social Mentionhttp://www.socialmention.com

http://www.google.com/alerts

http://www.socialmention.com/







2. Get more from your existing marketing

• “Don’t tell them you’re funny, tell them a joke”• “Get more bang for your buck”







“Get more bang for your buck”

• You’re delivering a presentation to a group of supporters. Why not...– Upload the presentation online?– Broadcast the event live over the internet?– Live-blog the event?– Add all the guests as new contacts on online

networks?– Upload photos of the event?







3. Create the right accounts

• Choose the right type of account• Make it clear what people should expect• Encourage regular interaction• Avoid spamming







Facebook Groups, Pages & Profiles

• Profiles = Individuals– Your connections are known as ‘Friends’

• Pages = Businesses and Organisations– Individuals ‘Like’ your Page (Your organisation)– Administered by an individual(s) Profile (private)

• Groups = ‘Communities’ – Individuals ‘Join’ your Group– Administered by an individual(s) Profile (public)







Facebook Help

• Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages

• Facebook Page Setuphttp://www.facebook.com/page

http://www.facebook.com/FacebookPages

http://www.facebook.com/page







4. Start to build your supporter base

• Professional Networking - Businesshttp://www.linkedin.com

• Social Networking - Consumerhttp://www.facebook.com









4. Start to build your supporter base

• Connect with your existing supporters first• Promote your network details • Don’t broadcast - connect• Don’t rush to speak, listen first• Provide mechanisms for supporters to help

you







5. Develop a Strategy

Ask yourself:

• Where are we now?• Where do we want to go?• How are we going to get there?







Where are you now?

• Collect all your current performance figures (Benchmark)– Website visitors– Time on site– Number of supporters– Number of donations– Mentions on social networks– Interactions with supporters

– http://google.com/analytics

http://google.com/analytics







Where do you want to get to?

• Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)

• Decide how you will measure your results – link to your initial benchmark






Social Media: An Introduction for Fundraisers

Business

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