1.Nonprofit Listening &StorytellingEric Melin@SceneStealrEric #SocialIRL@Spiral16Dec. 4, 2012

2. Spiral16 OverviewSpiral16 provides a robust software platform withcustomized services for Internet tracking, analysis, andreporting.Spiral16 gives companies the key insights they needfrom the web and social media to make smarterdecisions and gain a competitive edge.12/5/2012 #SocialIRL 2 3. Nonprofit Opportunity Online fundraising continues to grow with 73% of organizations raising more in 2011 than 2010 Online giving continues to grow fastest for small organizations Advocacy continues to play a key role in online engagement - 2012 Convio Online Marketing Nonprofit Benchmark Index Study12/5/2012#SocialIRL3 4. Start With What You Know Youve identified yourorganizations goals already. Nonprofit goals Social media program SuccessNow think about how you can achieve those goals through a social media program.12/5/2012#SocialIRL4 5. 3 Things to Remember 6. Social Media is a Component Use it to support your existingorganizational strategy. Create a structure for your program based on theunique needs of your nonprofit. Build it from the ground up. The more customized, the better. Social media does not support every goal effectively.12/5/2012 #SocialIRL 6 7. Social Media Isnt FreeIt takes valuable time.You need human resources for:PlanningContent creationMonitoringMeasurementAnalysisCreative insightand more.12/5/2012 #SocialIRL 7 8. Tools Are Not Strategies Twitter Facebook Being active on Blogsthese platforms is Forums only important YouTubeif Foursquare using them helps Instagramyou reach your goal. Pinterest LinkedIn12/5/2012#SocialIRL8 9. Where Do You Start? 10. The First Step is Listening Monitor mentions of your organization,common abbreviations Look for mentions of your events Monitor keywords around your cause or issue Find mentions of your executives Identify how far your other campaigns reach is Learn from language, strategies of similarnonprofits12/5/2012#SocialIRL 10 11. Insights From Listening Where are people talking about you and whatare they saying? Identify advocates. Is there a community built up around yourevents? Should you create one? Whos talking about your cause? Can you forgea partnership? What is the sentiment surrounding your CEO? Where have you or others similar campaignssucceeded/failed?12/5/2012#SocialIRL 11 12. Data Drives the StrategyListening allows you to identify opportunities.Knowing the online space will inform how youbuild every facet of your social media program.12/5/2012#SocialIRL 12 13. examples to start with 14. Practical Applications for Social Media - Blackbaud , Social Media Learning Series: Marketing Communication 15. Research Community AroundYour Issue/TopicUsing keywords that relateto the issue and NOT theorganization, the client couldsee where to prioritizeengagement.12/5/2012#SocialIRL 15 16. Research Your Digital FootprintUsing organization-related keywords, theclient was able tocompare the volume ofthe issue vs. theorganization itself.They found that onlineforums contained tonsof discussion.12/5/2012#SocialIRL 16 17. Prioritize EngagementBlogs made up 46% of onlineactivity. The challenge for anyorganization regarding blogengagement is TIME.Its important to figure out whichblogs merit the effort and time ofthe team. While every blogger isimportant and every voicecounts, some voices are morepowerful than others.12/5/2012#SocialIRL 17 18. How to Engage? People will forget what you said. People will forget what you did. But people will never forget how you made them feel.- Maya Angelou12/5/2012#SocialIRL 18 19. Stories Convey Passion12/5/2012#SocialIRL 19 20. Stories AreInspirationalStories ConnectPeople to Your CauseStories Raise MoreMoney and MoreAwareness12/5/2012#SocialIRL 20 21. Storytelling Tips Nonprofit stories have the unique ability to allow people to feel and want to be a part of something bigger. Think about the stories that surround your mission. Share inspiring stories at meetings. Create an organizational story bank to record them. Be patient. The best stories arent always the ones thatjump out at you. Sometimes the real stories are theones you only notice after interacting with peopleseveral times. http://www.socialbrite.org/12/5/2012#SocialIRL 21 22. Telling a Story With PicturesMay/June 2012Site AssessmentTrip toGuatemala12/5/2012#SocialIRL 22 23. Challenge: Explaining What We DoWhat works better? This:AboutOur PASSION is to make a difference! Engineers Without Borders-USA: Sunflower State Professionals is a non-profit humanitarianorganization of Kansas professionals established to supportcommunity-driven development programs worldwide.MissionEWB-USA supports community-driven development programsworldwide by collaborating with local partners to design andimplement sustainable engineering projects, while creatingtransformative experiences and responsible leaders.12/5/2012#SocialIRL 23 24. Challenge: Explaining What We Do Or This:12/5/2012#SocialIRL 24 25. Reach = # of people who have seen postEngaged Users = # of people who have clicked on postTalking About This = # of people who shared, liked, commentedVirality = % of people who have created a story from postLate April/Early May Daily Averages:Reach: 78Engaged Users: 3.7Talking About This: 1.8Virality: 3.1%12/5/2012 #SocialIRL25 26. Human Interest w/ Captions12/5/2012#SocialIRL 26 27. Tapping Into Curiosity12/5/2012#SocialIRL 27 28. How Culture is Different12/5/2012#SocialIRL 28 29. 12/5/2012 #SocialIRL29 30. Daily Averages for Guatemala Photo Album:Reach: 355 (+277 people)Engaged Users: 116 (+112.3 people)Talking About This: 26 (+24.2 people)Virality: 7.2% (+4.1%)Photos introduce then reinforce the message of the group and humanize both the organization and the Chorti Maya.12/5/2012 #SocialIRL30 31. Before & After Photo Album Stats700Matasano photo album begins600500Daily People Talking About This400Daily Page Engaged Users300Daily Total Reach200Daily Viral Reach10005/2/12 5/7/126/1/12 6/6/124/22/124/27/125/12/125/17/125/22/125/27/126/11/12 12/5/2012 #SocialIRL 31 32. Ideas for Video Storytelling Use video for emotion and motion. Keep it simple and shortbreak longer stories into shorter ones, each with their own arc. Leave statistics out of videos. Dont fear the close-up. Exaggerate emotion for the audience. The best videos go beyond tragedy moving forward to transformation to create hope. Watch other videos for inspiration.http://www.socialbrite.org/12/5/2012 #SocialIRL32 33. steps to tell great stories 34. 4 Steps 1. Connect the string of facts to find the story. 2. Push beyond the facts. Tell a simple truthof your organization and/or humanity. Get creative. 3. Think of the difference you make as amoviewith a beginning, middle andend. 4. What is catalytic? What brings people together?- Dan Portnoy, The Non-Profit Narrative12/5/2012 #SocialIRL34 35. Effective StorytellingThe Force Volkswagen commercial12/5/2012 #SocialIRL35 36. Using the 4 Steps1. Facts: Passat demo nice house, family, children of the 70s. Benefit: remote start.2. Push beyond the facts: Passat makes people feel goodabout themselves, can create special moments with yourfamily.3. Beginning: Kid with imagination. Middle: Kid struggles tofeed imagination. End: Kid succeeds and is stunned!4. Truth about being human: Imagination rewarded:Moments like this bring people closer together. 12/5/2012#SocialIRL36 37. Social Media Case StudyStorytelling & Call to ActionThe Goal:The Hurdle: A two-stepWin the contestregistration process & single-to open forvote limit.12/5/2012#SocialIRL 37 38. Social Media Case StudyStorytelling & Call to Action Goal: Get more online votes than the other four bands. Strategy: Mobilize friends and family to spread the word on Facebook/Twitter Assets: Links to our music, blogs on my site, band site Problems: Voters have to register as a FoxFanatic first and confirm through their email. Then they could only vote once. Not easy to explain, too many steps, not easy-to-share instructions. Bottom Line: We needed to tell a story that would resonate enough to make strangers want to register, vote, and share.12/5/2012#SocialIRL 38 39. 4 Steps1. Facts: The Dead Girls are big KISS fans and would make an excellent opener.2. Push beyond the facts: They are all huge KISSfans, have been since they were kids. Help make adream come true.3. Beginning: 7-year-old kid dresses up as KISS.Middle: KISS inspires him to play music, which hedoes for almost 20 years. End: Give the story ahappy ending.4. Truth about being human: As cheesy as itsounds, you can make a dream come true. 12/5/2012#SocialIRL39 40. How to Make Story Resonate? Its a good story, but how do you tell it? Saying Please vote for us! With pictures of the band an mp3s of the music aint gonna do it.12/5/2012 #SocialIRL40 41. Visuals Make the StoryEden Prairie, MN at Grannys HouseWe had yet to hear KISSmusic, but I knew themfrom the KISS cards I hadgotten at the grocerystore.So we lip-synced andmimed our "instruments"to the only 45 record Ihad--Glen Campbells"Rhinestone Cowboy."12/5/2012#SocialIRL 41 42. Tapped Into Nostalgiaand Basic Human EmotionsWe knew the SpaceAce, Catman, andDemon, but no onewanted to be Paul Stanleycuz he only had a star onhis face and we didntknow his name (It wasStarchild!).Our cousin Julie had totake his role, it wasdecided, and we calledhis character"Poopyman."12/5/2012#SocialIRL 42 43. Put a Face on the Campaign (Or a Blank Slate Anyone Could Identify With)Placemats fordrums, crayons for sticks,Lite Brite logo:Ready to rock!12/5/2012 #SocialIRL43 44. The Result? Dreams Do Come True /12/5/2012#SocialIRL 44 45. Thank you Let us know how we can help! Eric Melin @SceneStealrEric @Spiral16