Social Media Marketing Nonprofits and NGO

© 2011 IBM Corporation1

Social Media Marketing for frivillige organisationer (Nonprofit, NGO’s)Christian C Carlsson, Digital Marketing Strategist, IBM, www.twitter.com/chris_carlsson, www.linkedin.com/in/christiancarlsson

Your most valuable resources: your members.

Social Media Marketing for Nonprofit/NGO’sPresentation held at IBM (Lundtofte, Denmark) on June15th, as part of the Service Day Workshop for Nonprofits and NGO’s.

© 2011 IBM Corporation

Social Media Marketing for frivilligeorganisationer (Nonprofit, NGO’s)Christian C CarlssonDigital Marketing Strategist, IBM

Twitter www.twitter.com/chris_carlssonLinkedIn www.linkedin.com/in/christiancarlsson



Why so important: Go where your “customers” and “prospects” go

Vis

ito

rs



From To

Channel Network

Mass consumption Universal participation

Institutional mediation Social mediation

Content scarcity Content abundance

Attention abundance Attention scarcity

Asynchronous Real-time

Virtual reality Integrated reality

A paradigm shift in communication

Source: Unknown (it wasn’t me!)



It’s a new, more complex marketing funnel (thanks...)

Members

Donors

Supporters

Members

Donors

Supporters

Source: Forrester Research



Mkt. tactics

Web

Social Channels Events

PROther

eNurtureMobile

Social Media is not, and should not stand alone

Integrated effort for success



Impact = Site visits/leads

Effort = Funding

Traditional Online Campaigns

TIME

VA

LU

E

Impact = Relevance and engagement

Effort = Resources

Social Media Marketing

TIME

VA

LU

E

Many, small activities and engagements

“Injections” over time by members, experts, advocates, etc.

Engage brand Loyalists; Advocates; and Influencers

Listen, Learn, and Adjust

Social Media Marketing and ROI

Source: Adopted from Pauline Ores, IBM (2009)



Short on Social Media (generalizing)

It’s about:

� Relationship building, Person-2-Person

� Through dialogue, conversation, and 2-way communication

� A huge amount of Word of Mouth and User Generated Content

It’s not:

� A “technical game” (it’s “behavioral” and “culture”)

� There is no hand book. (sorry)

� What you use, and how you use it, is totally up to you. It’s personal.

� The value you get out from social media is strongly connected to what value you give!

� It takes time to build your network and build trust.

� Only one way forward � Experiment, try, fail, learn, adjust… try, fail, learn, adjust… try…

� “Do It Wrong Quickly!” (Mike Moran)



Don’t let 1 person do 100%, let 100 people do 1%




Your most valuable resources: your members.

Image source: IBM Digital Strategy Presentation (2010)



Your members are daily, hourly, down to the minute engaged in conversations and stories – offline as well as online.

And they are connected.

THEY are your greatest asset.

Your BEST ambassadors.

Use them. Make them Socially Engaged.

Image source: IBM Digital Strategy Presentation (2010)



EXAMPLE: Social Media Guidelines for Red Cross (on SlideShare)

Source: http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines

[ Link ]



EXAMPLE: IBM Social Computing Guidelines

� Brug din sunde fornuft og sørg for at følge IBM's Business Conduct Guidelines

� Du er personlig ansvarlig for det indhold, du publicerer via sociale medier

� Informationer publiceret på sociale medier er som udgangspunktoffentlige - også selvom det kun er publiceret til en lukket kreds.

� Det er ikke tilladt at publicere fortrolige og interne oplysninger

� IBM tolerer under ingen omstændigheder mobning eller lignendeadfærd

� Glem ikke dit primære arbejde

� Tilfør værdi

� Udvis respekt for ophavsrettigheder og undgå at citere andreuden deres tilladelse

� Respekter dit publikum

� Vær en god ambassadør for IBM – også uden for arbejdstiden

”IBM er nuanceredeomkring sociale medier og

mener, at brugen afsociale medier kan være

med til at fremmearbejdsrelateret

networking mellemmedarbejdere og

forretningsforbindelser.

IBM har fuld tillid til ogrespekt for, at alle

medarbejdere i IBM selvkan bedømme, hvordan de kan benytte sociale medier

i arbejdstiden.”

Full version in English: http://www.ibm.com/blogs/zz/en/guidelines.html



EXAMPLE: The simple one (Twitter)

Our Twitter policy: Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”

Source: http://www.gruntledemployees.com/gruntled_employees/2009/03/a-tweetable-twitter-policy.html



2/Listen to your audience

3/ WHO:

Target your audience

Understand digital behaviors

Develop social media map

Identify needed experts

4/ WHERE: Environment

WHAT: Experience

Select appropriate social media

networks, tools, and content

5/ HOW: Deployment: Empower

Consumer advocacy (Participation)

Identify available/required assets

And resources for participation in

the most relevant conversations.

Train the experts

6/RESULTS: Measure those things that will best help you determine the impact of your involvement and participation

1/ WHY: Establish your core business objectives

15

7/Maintain the relationship

Social Media Marketing in 7 Key Steps




Step 1: Establish Core Objectives

Forrester 5 social media objectives:

� Listening

� Talking

� Energizing

� Supporting

� Embracing

But be realistic what can be achieved through Social Media!



EXAMPLE: Drawing a parallel with Social Enablement in IBM

� What do you want to achieve with your presence?

� Who is your audience?

� Whose opinions do you value?

� What value can you create for others?

� How frequently do you plan on engaging in social activities?

You are changing behavior which is the hardest thing in change management. Therefore you must look at what traits, interests, personalities, expertise's etc. there are that can work in your favor. Someone who is GREAT at drawing, but mediocre at writing should probably NOT spend time trying to write blog posts, but INSTEAD create excellent, visualizing content on Flickr, YouTube, SlideShare, etc.



Step 2: Monitor the Market Conversation : LISTEN

Image source: http://health.ninemsn.com.au/img/health/ear.jpg

What are influencers talking about?

Are there interesting conversations?

What is your “market”like?

What is being said about you?

Negative discussions?

Google Alerts/ReaderTechnorati

Twitter SearchSilverbakk

Radian6Etc.



Step 2: Monitor the Market Conversation : LISTEN

Image source: http://health.ninemsn.com.au/img/health/ear.jpg

What are influencers talking about?

Are there interesting conversations?

What is your “market”like?

What is being said about you?

Negative discussions?

[ Link ] [ Link ]

Step-by-Step: How

To Set Up A

Nonprofit Listening Post

[ Link ]

12+ Social Media

‘Listening Tools’ –

Essential Internet Marketing Best

Practices –Monitor Your Web

Google Alerts/ReaderTechnorati

Twitter SearchSilverbakk

Radian6Etc.



EXAMPLE: 5 DIY actions to monitor your brands social media presence

1. Check Twitter for chatter about your brand / product / offering (2 minutes)

2. Scan Google Alerts (2 minutes)

3. Check Facebook stats (1 minute)

4. Answer Industry-related LinkedIn questions (3 minutes)

5. Use Google Reader to check Flickr, Delicious, Digg and others (2 minutes)

10 Minutes a Day

[ Link ]

How to Monitor Your Social Media Presence in 10 Minutes a Day

Image source: http://blog.hubspot.com/blog/tabid/6307/bid/4663/How-to-Monitor-Your-Social-Media-Presence-in-10-Minutes-a-Day.aspx



Step 3: Identify and Engage the Influencers

� Target your Audience

� Understand their digital behaviors

� Develop a social media map to prioritize who is impacting the market conversation the most

� What digital tools and content do they use?

� What would they find valuable and be willing to engage with?

� Where are they located?

� Where are they engaged within social media and through what channels?

Example:• Bloggers• Experts• Journalists• Role models



Step 4: Maximize Digital Asset Distribution

� So you have created all this great Social Content – make sure it is made available!

– Maximize the distribution

– Optimize it for best exposure, utilization, dialogue, sharing, etc.

How to Optimize Your Videos for SEO [ Link ]



EXAMPLE: PING:FM



Step 5: Empower Consumer Advocacy

� To build and foster a sense of community among your loyalists

� To empower those loyalists to better advocate to others on behalf of your “brand”, and organization

� Advocates creates more value!

� Use the network!



Happy customers are your best advertisers.

If people like you and like whatyou do, they will tell their friends.

(Which is probably

why we need to

talk about SocialMedia Service,

instead of Social

Media Marketing!)

Source: Andy Sernovitz www.wordofmouthbook.com

EXAMPLE: Word of Mouth

The Four Rules ofWord of Mouth

1. Be interesting2. Make people

happy3. Earn trust and

respect4. Make it easy (to

repeat, share)

[ Link ]



Engagement

Awareness

Site traffic metrics

Customer advocacy

Click through rate

Leads

Conversation rate

Source: Leading metrics used by companies worldwide to measure success of social media marketing, March 2011, eMarketer

But as always, it depends on the objective/goal

Step 6: Understand the impact – The new metrics

Measure those things that will best help you determine the impact of your involvement and participation



Source: http://www.socialbrite.org/2011/06/14/7-tips-a-grid-for-social-media-measurement/

Social Measurement approach for nonprofits

� Set SMART objectives and identify a measurement strategy at the start of your campaign or program.

� Measure the effect on outcomes (i.e.

awareness), don’t measure outputs (# visitors).

� Measure the effect on business results

where possible. The confusion around whether or not you can measure social media has moved from “you can’t measure social media” to figuring out what to measure.



Source: http://www.socialbrite.org/2011/06/14/7-tips-a-grid-for-social-media-measurement/

Social Measurement approach for nonprofits

� Set SMART objectives and identify a measurement strategy at the start of your campaign or program.

� Measure the effect on outcomes (i.e.

awareness), don’t measure outputs (# visitors).

� Measure the effect on business results

where possible. The confusion around whether or not you can measure social media has moved from “you can’t measure social media” to figuring out what to measure.

[ Link ]

7 tips & a grid for social media measurement

[ Link ]

5 Free Online Social Media Measurement Tools



Step 7: Maintain the Relationships, Maintain the Momentum

� Tie it all together and keep the Buzz and conversation going!

� Continuity is the new King!

� Follow up while the iron is still hot (the web moves on quickly)

– Newsletter, Blog posts, Facebook group and event postings

– Take time to thank individually(Flickr photos, Blog posts, etc.)

� Keep it Fresh!



Image source: dimensionsguide.com Quote: Christian C Carlsson

“Web Content without a creation

date, is like Milk without a best

before date – I will smell it, but

never really use it.”



So are you ready For Social Media Marketing ?

The 6 rules of Social Media Marketing

1. Listen

2. Manage your brand reputation above all

3. Be real, authentic, be candid, be YOU (People want to connect with real people)

4. Be patient. Let things grow organically

5. Give To Get

6. Social media is about interaction & building relationship: It’s about joining the conversation

And remember:

1. Get to know your audience…online

2. Participate in the Social web

3. Map requirements to relationship lifecycle objectives

4. Just because you “can” doesn’t mean you “should”

5. Try, learn, try, learn, try…



“All I ever learned about Social Media, I learned in

Social Media.”

(it’s because we’re so darn social…)

Quote: Christian C Carlsson



“All I ever learned about Social Media, I learned in

Social Media.”

(it’s because we’re so darn social…)

Quote: Christian C Carlsson

[ Link ]

7 tips & a grid for social media measurement

[ Link ]

5 Free Online Social Media Measurement Tools

[ Link ]How to Optimize Your Videos for SEO [ Link ]

[ Link ]

How to Monitor Your Social Media Presence in 10 Minutes a Day

[ Link ]

[ Link ]

Step-by-Step: How

To Set Up A Nonprofit

Listening Post

[ Link ]

12+ Social Media ‘Listening Tools’ –

Essential Internet

Marketing Best Practices –

Monitor Your Web

Use the experts out there!! (with a grain of salt of course)



IBM

Documents

Social Media Marketing Nonprofits and NGO