The People Channel: Using Social Media to Convert PBS Viewers into Members

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The People ChannelUsing Social Media to Convert PBS Viewers into Members

Chad Norman| Page #2 © 2010 Blackbaud

The People Channel - Using Social Media to Convert PBS Viewers into Members

So, you’ve got a social media plan, right?

* From Charlene Li and Josh Bernoff's book Groundswell: Winning in a World Transformed by Social Technologies

P = People Who are you trying to engage?

O = Objectives What are you trying to achieve?

S = Strategies What will it look like when you're done?

T = Technologies What are the tools you plan to use?

The P.O.S.T. method* is a great way to develop you social media program.

T is for “Tactics”



Why is Social Media Important?

Social Media Revolution 2: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng



Channels of Communication

Hey, it’s the people channel!

And it’s Interactive!



Where the People Are



Why Does This Work?

Whuffie!Whuffie is the culmination of your reputation, influence, bridging and bonding capital, current and potential assess to ideas, talent and resources, saved-up favors, and accomplishments.

The Whuffie Factor by Tara Hunt

www.tarahunt.com



Getting Your Supporters Engaged…

Especially this group



CRMPerson to Person

Telephone

Direct Mail

WebEmail

Peer to Peer

Social Media

Mobile

Telepathy



Your Social Media Honeypot



The WGBH Lab encourages viewer participation.The WGBH Lab encourages viewer participation.



WETA created Book StudioWETA created Book Studio



KCET held an L.A. Food Twitter PartyKCET held an L.A. Food Twitter Party



5 Ways to Move Supporters Closer to Members

7 ways to get supporters involved.7 ways to get supporters involved.



1

Create a landing page for fans/non fans.

Create a landing page for fans/non fans.



2

Integrate your CRM with Facebook fan activity.

Integrate your CRM with Facebook fan activity.



3

Organize a Tweetup.Organize a Tweetup.



4

Start, join, and organize conversations on Twitter with hashtags (#nwf #nptech #charitytuesday)

Start, join, and organize conversations on Twitter with hashtags (#nwf #nptech #charitytuesday)



5

Hold a Facebook contest to attract new supporters.Hold a Facebook contest to attract new supporters.



6

Create a fundraising campaign organized with Twitter.

Create a fundraising campaign organized with Twitter.



7

Promote an event, campaign, or movement with twitter hashtags (#beatcancer #memorywalk)

Promote an event, campaign, or movement with twitter hashtags (#beatcancer #memorywalk)



Presenter

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Social Media Tactics

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1722 115

for Nonprofits

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Slideshare.net/chadnorman



Measure It!Google Analytics

Facebook Insights

Flickr Pro Account

YouTube Insights

Search.twitter.com

BackTweets.com

Twitterholic.com

Twinfluence.com

Twitalyzer.com

Twittercounter.com

Photo via pinksherbet: http://www.flickr.com/photos/pinksherbet/3206805049/



Website Traffic Equals Conversions



Track and benchmark key metrics.Track and benchmark key metrics.



Use short URLs to track link performance (bit.ly, tinyurl.com).

Use short URLs to track link performance (bit.ly, tinyurl.com).



Use Twitalyzer.com to mashup Google Analytics with Twitter influencers.

Use Twitalyzer.com to mashup Google Analytics with Twitter influencers.



Create a social media listening dashboard with iGoogle.Create a social media listening dashboard with iGoogle.



What’s Next?



Questions?


The People Channel - Using Social Media to Convert PBS Viewers into MembersEmail: [email protected]: www.twitter.com/ChadNorman

Blackbaud.com/ChadNorman

GoGreenCharleston.org

Photo via hryckowian: www.flickr.com/photos/hryckowian/2602363529/

The People Channel: Using Social Media to Convert PBS Viewers into Members

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