Social Media For Cancer Centers

SOCIAL MEDIA FOR NON-PROFITS

Something to keep in mind during this presentation

80% of wealthy donors who are online made a gift online using a credit card

We currently have no way for our donors to give directly to the Cancer Center online

Source: Convio The Wired Wealthy (March 2008)

51% prefer to give online

NCI Cancer Centers & Online Giving

On Site On Parent Site

General contrib

Plan to Implement

No Online Giving

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

48%

36%

11%2% 3%

… in short

84% of NCI Cancer Centers are able to directly take donations online either on their own site, or through their parent site with a selection for the Cancer Center fund

2% more plan on implementing online giving in the near future

11% (which includes our Center) can only take online donations through a general fund on the parent website

3% do not take donations online

What is Social Media

Social Media is people using tools (like blogs & video) and sites (like Facebook, LinkedIn & Twitter) to share content and have conversations online.

It can get complicated

Why should we care?

Source: Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)

In 2005, 8% of all adults online had a profile on a social network site. Today, over 35% do.

In the US alone over 110 million people use social media on a regular basis

In December 2008, 76 Million people visited MySpace.com – a 10% increase from the previous year.*

50% of adults online have a profile on MySpace.

65% cited MySpace as their most valuable network

Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)* Unless otherwise noted, stats are for the United States

In December 2008, 54.5 million people visited Facebook – a 57% increase from the previous year.

22% of adults online have a profile on Facebook.

75% said Facebook was their most valuable network

Sources: ComScore Inc. (December 2008) Pew Internet & American Life Report (January 2009) Anderson Analytics report on Social Media (July 2009)

In August 2008, 23.7 million people visited YouTube.

Every minute, 13 hours of video are uploaded to YouTube.

1 out of 3 videos viewed online is on YouTube.

EINSTEIN has a YouTube account and posts all its videos there.

Source: ComScore Inc. (August 2008)

64 million people worldwide use the photo sharing site Flickr.

More than 3 billion images are posted on Flickr.

Each day 2.5 to 3 million new photos are uploaded.

Sources: ComScore Inc. (December 2008) Wikipedia

In December 2008 4.5 million people

visited Twitter - a 753% increase from the previous year. Twitter.com visits from May 2008 - May 2009 increased

1,444%70% of twitter users joined in ‘08.

5-10 thousand new accounts are created daily.

Sources: Compete (December 2008) Hubspot State of the Twittersphere (December 2008)

A quick search of online blogs shows that even if we do not participate in social media people are talking about us in their blogs (web logs).

This search revealed 74 hits for Albert Einstein Cancer Center

The first link in the search revealed at least 2 obvious errors – the first is highlighted at right. It says “Albert Einstein College of Prescription”

Source: Partiesstretch blog 7/22/2009

The Government is “Suggesting” use of Social Media

By May 21, 2009, the Office of Management and Budget is expected to release an Open Government Directive that details how federal agencies will adopt innovative tools such as Twitter and other social media sites to enhance inter-agency collaboration, increase transparency and foster citizen participation in agency decision-making

Source: Health and Human Services New Media Website

SOCIAL MEDIA IN PLAIN ENGLISH

A video

Just a few of the many Social Media sites

It comes down to the single fact that if you are online, then you are using social media.

Universal McCain Comparative Study on Social Media Trends (March 2008)

Universal McCain Comparative Study on Social Media Trends (March 2008)

73%of active online users have read a blog

Universal McCain Comparative Study on Social Media Trends (March 2008)

57%have joined a social network

Universal McCain Comparative Study on Social Media Trends (March 2008)

55%have uploaded pictures

Universal McCain Comparative Study on Social Media Trends (March 2008)

22%have uploaded videos

Our donors are online …

Source: Convio The Wired Wealthy (March 2008)

In 2007, total online giving in the US

reached over $10 billion – a 52% increase over 2006.

51% of wealthy donors prefer to give online.

… and they use Social Media.

Source: Convio The Wired Wealthy (March 2008)

52% of these “wired wealthy” donors use YouTube.

16% use LinkedIn14% use MySpace12% use Flickr9% use Facebook

What the “Wired Wealthy” are saying about giving

“I would want them to evolve in their approaches – to show me that they are constantly innovating, constantly thinking creatively about what’s next, and not just dealing with what’s here and now. And that in a way is sort of inspiring in itself.”

Source: Convio The Wired Wealthy (March 2008)

Non-Profits on MySpace

Non-Profits on MySpace

There are 28,929 non-profit groups on MySpace

Along with the official American Cancer Society site there are 57 other MySpace sites which have something to do with the ACS

Non-profits on FaceBook

Cancer Centers on FaceBook

There are over 500 Groups that contain the words “Cancer Center” in their name. Many of the well known cancer centers have a group page.

Cancer Centers on YouTube

(College account)

Non-profits on Flickr

Non-profits on Twitter

Cancer Centers on LinkedIn

Of the 24,740 Non-Profit groups There are 580 which are cancer related. 34 of these contain the words “Cancer Center” in their name.

Cancer Centers on TwitterThe number of NCI designated Cancer

Centers on twitter is growing daily. The

NCI itself currently has 4 official accounts. Vanderbilt is one example of an employee (Communication Director) who uses their personal account to tweet for them.

Albert Einstein AMC Cancer Res Arizona City of Hope Colorado Dana-Farber

Fox Chase Hutchinson Mayo Clinic MD Anderson Moffitt MUSC Hollings

Roswell Park St. Jude The James OSU UMD Greenbaum UNC Lineberger Vanderbilt-Ingram

Notice a trend?

51% of social network users have 2 or more online profiles.

Savvy non profits are on more than one Social Media site.

Source Pew Internet & American Life Report (January 2009)

Twitter Success Story

Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania.

Source: Tweetsgiving.org

Over 98% of donors had never before donated to Epic Change

Why it worked

Clear, achievable but audacious goal Short deadline gave sense of urgency Easy to understand, easy to give Fun, positive focus Leveraged existing networks Recognized top donors

Facebook Success Story

The “Dollars for Darfur” group on Facebook has over 5,000 student members and raised almost $150,000 in 2007 to help stop the genocide in Sudan

Source: Nonprofit 2.0 (November 2008)

Why it worked

Harnessed the power of young people Used the right Social Media networks Easy to get involved Incentives to top fundraisers

Source: savedarfur.org/dollarsfordarfur

Flickr Success Story

Source: oxfamamerica.org/whatwedo/campaigns/coffee/starbucks/

Oxfam America created a photo competition campaign on Flickr to put pressure on Starbucks to give poor coffee farmers in Ethiopia a chance to earn more profits. It worked.

Why it worked

Simple, clear message Easy to get involved Leveraged existing

supporters Integrated campaign

across multiple Social Media sites

Frequent updates PR

Video Pic: Oxfam America

The 5 Rules of Social Media

For Non Profits (and everyone else)

5 Rules of Social Media for Non Profits

1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.

How to Listen …

Use the H.E.A.R. method of listening:

H

E

A

R

EAR

MPATHIZE

NALYZE

ESPOND

Listen carefully to what is being said

Put yourself in the speakers “shoes”

Determine what the goals of the speaker are and if there is any underlying meaning

Reply with a meaningful, constructive, thought out response

5 Rules of Social Media for Non Profits

2. Get involved. Social Media is about conversations and building relationships. It takes effort.Don’t just talk about yourself. Ask questions, engage people and link, Most of all be inspiring.

5 Rules of Social Media for Non Profits

3. Give up control. You can’t control the conversation. If you want people to spread your message, you have to trust them.

Listen. Inspire. Engage. Let go.

5 Rules of Social Media for Non Profits

4. Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.

5 Rules of Social Media for Non Profits

5. Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.

Category (Example) Generally appropriate for… Generally NOT appropriate when…

Aggregators   (Digg)

Increasing the reach of a blog or other often-updated public site

Used to promote a static website

Audio Sharing (BlogTalkRadio)

Broadcasting interviews, discussions, tutorials, etc. Can be one-time or seriees.

You have time-sensitive updates

Blogging  (WordPress)

Telling a story, i.e., narrative writing (about a finite event or an ongoing issue/project)

There aren’t resources or content to post regularly

Content Syndication  (RSS)

Sharing Web site content with others, highlighting often-updated site content

Used to promote a static website

Microblogging  (Twitter)

Providing real-time updates; obtaining feedback; interacting at conferences, etc.

There aren’t resources to participate regularly (as in posting and responding)

Photo Sharing  (Flickr)

Engaging with stakeholders and building community (e.g., for a specific event)

There aren’t resources to post photos of your work

Social Bookmarking   (Delicious)

Sharing multiple links with stakeholders (see Aggregators too)

Used to promote a static website.

Social Networks   (Facebook)

Engaging with stakeholders and building community; obtaining feedback

There aren’t resources to participate regularly (as in posting and responding)

Video Sharing  (YouTube)

Broadcasting events, interviews, tutorials, etc.; building community

The content could be expressed in a podcast (aka “talking head syndrome”)

Virtual Worlds  (Second Life)

Using the platform to interact and build community

There aren’t resources to participate regularly

Widgets  (embedded videos)

Distributing real-time content; creating interactive interfaces

Used to promote a static website

Wikis (Wikipedia, PBworks)

Collaboratively writing documents among a core group of individuals; crowdsourcing

There aren’t resources to manage content

Source: Health and Human Services New Media Website: http://newmedia.hhs.gov/socialmedia101.html#f13

The Nonprofit Social Network Survey Report

Source: Non Profit Social Network Survey Report

Between February 20 and April 15, 2009,

980 nonprofit professionals responded to a survey about their organization’s use of online social networks.

Popularity of Social Networks

Facebook Youtube Twitter LinkedIn MySpace0%

10%

20%

30%

40%

50%

60%

70%

80% 74%

47%43%

33%

26%

Source: Non Profit Social Network Survey Report

Respondents doing fundraising on Social Networks

0%

5%

10%

15%

20%

25%

30%

35%

40%38.9%

12.2%8.1% 6.7% 5.6%

1.9%

Source: Non Profit Social Network Survey Report

10 things to do BEFORE setting up Social Media

10 things to do BEFORE setting up Social Media

1. Determine your message

What are you trying to say? Do you have more than one message? Develop a short paragraph that encapsulates what you want to say and continually reference it as you work on social media tools.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

2. Determine who the audience is

Who is your audience? Are they tech savvy? Creating a plan to enter the social media arena is irrelevant if none of your audience will follow you there. Consider surveying your donors to determine how they want to hear from you.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

3. Develop goals

What do you want to achieve from social media? Donations? Awareness? Determine your goals and remember to keep them handy as you progress.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

4. Determine the exact ROI expected

This goes hand in hand with #3. Get specific about the return on investment you are expecting. If you want donations, what's the amount? If you are looking for new supporters, how many?

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

5. Research and determine which social media tools work for you

There are multiple social media tools out there. It's important to determine which ones work for you. Signing up for everything isn't going to be the best use of your time.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

6. Create a strategy

Developing a strategy for your social media activity is extremely important. You need to determine what content you want to create and where you want to put it.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

7. Create the analysis method

What's your method for analysis? It's important to track what you do on social media tools so you can examine whether you are achieving the ROI that you want.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

8. Determine the main contributor as well as the sub contributors

Who's writing the content for your social media sites? Is it the same person who's posting them? Are there more than one person contributing? Hashing this out ahead of time will make the process flow much smoother.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

9. Develop content ahead of time

Create some of the content you need ahead of time so you aren't scrambling to find something to post/write about everyday.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

10 things to do BEFORE setting up Social Media

10. Develop response procedure

What's your procedure if you recieve a negative comment from someone? Or even a positive one? Determine how you handle questions and comments from your audience.

Source: http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

Social Media Metrics

There are 2 distinct ways to measure the effect of Social Media

Qualitative Quantitative

“Not everything that can be counted counts, and not everything that counts can be counted.”

(Sign hanging in Albert Einstein’s Princeton office)

Social Media Metrics

We are building better relationships with constituents by learning more about them to fine-tune Einstein’s focus and programs.

Messages delivered to the community are being shared member-to-member and with the outside world.

Blog posts are building momentum in the number of quality comments that give insight into supporters’ opinions.

Members are using the community to actively trade knowledge and insights and are meaningfully supporting fellow constituents’ concerns, passions and goals.

Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

Measuring Qualitative success by the relationships to members

Social Media Metrics

Measuring Qualitative success by the relationships to members

Such indicators reveal how well we are communicating with our members, and how well they are communicating back to us – and with each other. Again, all this points back to more engaged and passionate supporters, something essential to meeting fundraising goals.

Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

Social Media Metrics

Increases in the number of people joining the community. Increases in page views on our website, and in the

average duration of site visits. Conversion rates of member to member-donor. Number of days from community registration to first

donation. Increases in donation averages, or in members who

donate multiple times.

Source: Bob Cramer: http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

Measuring Quantitative success, some possible metrics:

Social Media and ROI (Return On Investment)

Social media networking is the process of interacting with other individuals through the specific social media tool or community. For example, you could talk to people with similar interests in a forum or communicate with them through a more fragmented platform like Twitter.

Whatever method you choose, there are usually four main goals:

http://www.doshdosh.com/social-media-networking-and-roi/

1.Increased brand awareness. 2. Improved reputation. 3.Personal Development. 4.Relationships with benefits.

Increased Brand Awareness

You’re interacting with others on the social media channel in order to build awareness for your personal and business brand. You’re increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels. From this perspective, networking also works to drive traffic back to your website.

http://www.doshdosh.com/social-media-networking-and-roi/

Improved reputation

You want to improve how others think about your website so you hang out in forums or networking sites, in order to respond to feedback. You want to keep the communication channels open on all social media fronts. You may also want to improve your reputation as an expert by being consistently involved in discussions on topics that are relevant to your business or website.

http://www.doshdosh.com/social-media-networking-and-roi/

Personal Development

Networking with the right people will keep you in the loop on industry happenings and will also improve your knowledge levels. A big part of networking is observation. Seeing how others reflect or participate in conversations is a great way to improve your own experience in the field.

http://www.doshdosh.com/social-media-networking-and-roi/

Relationships with Benefits

One can network with others with the aim of extracting future benefits such as testimonials, links or recommendations. Others are more likely to provide you with a benefit when you’ve taken the effort to interact with them. Networking is a way to build relationships that can be mutually beneficial.

http://www.doshdosh.com/social-media-networking-and-roi/

Sources Aaron Stiner (November 6, 2008). Nonprofit 2.0 http://aaronstinerdrb.blogspot.com/2008/11/

nonprofit-20-how-nonprofits-can-use.html ComScore Inc. http://www.comscore.com Convio, Sea Change Strategies and Edge Research (March 24, 2008). The Wired Wealthy: Using the

Internet to Connect with Your Middle and Major Donors. http://my.convio.com/?elqPURLPage=104 Hubspot (December 2008). State of the Twittersphere: Q4 2008. http://cdnqa.hubteam.com/

State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf Pew Internet & American Life Project (January 14, 2009). Adults and Social Networks Report.

http://www.pewinternet.org/PPF/r/272/report_display.asp Universal McCann (March 2008). Power To The People - Wave3 Study on Social Media Trends.

www.universalmccann.com/Assets/wave_3_20080403093750.pdf YouTube. http://www.youtube.com/nonprofits Nielsen Social Media QuickTake for May 2009 PrimalMedia.com Bob Kramer:

http://www.nonprofitmarketingblog.com/comments/what_are_the_metrics_of_success_for_your_online_community/

Lindsey Patten, Notes for Non-Profits, http://notesfornonprofits.blogspot.com/2009/03/top-ten-things-nonprofit-should-do.html

Nonprofit Social Network Survey Report http://nonprofitsocialnetworksurvey.com Some images from Google image search Anderson Analytics report on Social Media (July 2009) http://www.andersonanalytics.com/ The Conversation Prism http://theconversationprism.com/ Partiesstretch Blog 7/22/2009

http://travelsocietyblog.com/partiesstretch/2009/07/22/new-test-may-predict-breast-cancer-metastasis/ Health & Human Services New Media website http://newmedia.hhs.gov/socialmedia101.html NetworkWorld (4/09/2009) http://www.networkworld.com/news/2009/030909-feds-twitter.html?page=1

Portions of this presentation copyright PrimalMedia.com