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THE POWER OF INFORMATION COMMUNICATION TECHNOLOGIES

Social media marketing for a non profit organization a postmodernist perspective

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This presentation is a study that I conducted serving as a consultant for the transnational Non-profit organization The Biodiversity Group. The content here covers the portion of my work concerning brand identity of the organization and includes data and the experimental design I constructed as a solution to their organizational needs. Campaign design and results are included and would be beneficial for other nonprofit groups to reflect when conducting similar campaigns. As a development consultant I provide services to NGO's, transnational non-profit organizations and any other organizations that work on development issues worldwide. My services include organizational change & management assistance, process analysis, technology implementation, strategy development, operational improvement services with a heavy emphasis on mission, branding and positioning. For consulting services you can email me at [email protected].

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  • 1. THE POWER OF INFORMATION COMMUNICATION TECHNOLOGIES

2. Social Media Marketing for a Nonprofit Organization In Partial Fulfillment of an M.S. in Global Technology and Development Jaclyn Hawtin 2014 A Post-modernist Perspective 3. Why did I choose to work with a nonprofit organization? Purpose Further, why did I choose to focus on information communication technologies as the medium? 4. I asked the question: What can I do to make TBG more effective as an organization based off of my interests and skillsets? I came up with the idea to design and test a digital system that could be used to improve online exposure. Purpose 5. TBG is a global organization with projects in the U.S., Latin America and S.E. Asia. Focus: environmental & social issues. About The Biodiversity Group 6. Social Work Empower local communities by providing: Valuable tools Technology Education These promote and aid in the formation of long-term sustainable solutions and enables them to preserve and protect their own environments. 7. Conservation Work Scientific Research Conducts research of local ecologies. Catalogues findings. Publicizes discoveries of new species. Action Publish papers. Provide research to activists and other environmental organizations. Create educational programs teaching people about these issues. 8. Organizational Infrastructure Medium size nonprofit organization (IRS classification system) Revenue for 2012 - $108,726.00 Paul is only full time employee, 5-20 seasonal employees (10hrs/week, 3 months out of the year) Trying to do too much with too little (every level of organization) 9. Marketing Problems Lack of full time employees leads to individuals taking on a multiplicity of responsibilities that are more diversified in larger organizations. Marketing has been the responsibility of Paul (Executive Director, or volunteers) Results: Mediocre marketing outcomes, inconsistent branding 10. Problems TBG Faces Funding Exposure Efficiency Volunteer recruitment & retention Organizational Consistency 11. Literature Review 12. Why did I think this was a good idea? 13. Defining Globalization Approaches: Definition used: the spread of transplanetary and in recent times also more particularly supraterritorial connections between people. This view of globalization can be seen as empowering NPOs through the qualities of transworld simultaneity and transworld instantaneity of global connections The issues resulting form the process of globalization can only be resolved by NPOs & NGOs. EconomicHistorical Sociological Technological 14. Defining Information Communication Technologies (ICTs) ICT is a superset term: ICTs: are both a catalyst & solution to problems emerging from globalization. This project includes: hardware, internet, software &networking. HARDWARE TELECOM INTERNETNETWORKING SOFTWARE 15. How do ICTs Impact NPOs? Causing pressure to: increase financial transparency organizational accountability working in an era of heightened scrutiny, greater demands, fewer resources, and increased competition - Hackler & Saxton ICTs have the potential to incite organizational transformation by: Reconfiguring a NPOs structures & working relationships Transforming & improving organizational learning & knowledge management systems. 16. Marketing Literature Problems Marketing is a new discipline (100 years old) Disagreements among marketing professionals and no comprehensive marketing theory. (Shelby Hunt - (formulation of a general theory of marketing) Approached and accepted as a science Makes space for nonbusiness organizations and social issues Gap in the marketing literature: Most research has been focused on nonprofits with revenues of $500,000 or more/year. Nonprofits that spend more than $10,000,000.00 per year account for 85% of spending in nonprofits account for only 4% of nonprofits in general. 17. What is Marketing? Marketing is the transaction, that is the exchange of value between two parties (Kotler) This definition made way for the inclusion of nonbusiness organizations. Value goods, services, money, time, energy, feelings Party 1 (person, for-profit business, non-profit organization, institution) Party 2 (person, for-profit business, non-profit organization, institution) 18. Trends in Social Media Marketing In 2012 NPOs tended to have 149 Facebook fans and 53 twitter followers per 1,000 email subscribers. Average fan growth: Facebook 46% & Twitter 264% Wildlife and animal welfare organizations experienced an increase of 23% in online revenue. Average one time donation was $57, monthly was $18. Email lists for small NPOs grew by 35%. Average value of a single Facebook like for nonprofit organizations is $214.81 (npENGAGE) a self-reported nonprofit survey this value was calculated from the average amount of money collected from each supporter over a 12-month period following the acquisition 19. Marketing & Consumer Empowerment Power is shifting: ICTs cause empowerment: from them knowledge & opportunity can be derived. Consumer empowerment was unintended. In 2011 sales in ecommerce retail reached $194 billion, up 16.4% from $167 billion in 2010. In 1993 there were only 600 websites in the world, in 2012 that number rose to 634 million Suppliers Consumers 20. Postmodern Consumerism 21. Postmodern Consumerism What is postmodern consumerism? Consumption is the process by which postmodern individuals define themselves, their status and positions within society. Choices consumers make regarding what kind of products and brands they consume determine that consumers tastes, mentality, values and ideology - Firat 22. Methodology 23. How did I do this? 24. Project Phases Direct Field Research Campaign Design Campaign Launch Campaign Analysis Tabuga, Ecuador 25. Campaign Design Primary Goal New likes on TBG Facebook Page Facebook promotions (other pages) TBG Facebook Group Facebook Advertising (paid) Communication Channels Twitter Google + Email Youtube TBG Website TBG Facebook Page Secondary Goals Increased Traffic/exposure on all networks Additional email addresses into email marketing list Gauge potential of interactive social media marketing platform 26. Tools Required Platforms: Hootsuite, Shortstack, Vertical Response Software Tools: Adobe After Effects, Media Encoder, Photoshop, Fireworks Networks Required: Facebook, Twitter, Google +, Youtube Prize: GoPro camera 27. Demographics Mothers Millenials Most receptive to causes and philanthropic campaigns and are more likely to participate in them. moms control over 80% of household shopping millennial population combined is sitting on $40 billion in discretionary income 28. Results 29. Video Commercial TBG Campaign Commercial 30. Shortstack Overview of shortstack 31. Facebook Results Facebook Likes increased 23%, 1,152 new likes Platform application views 10,080 Photo Competition Entries 168 Application Interactions 4,892 32. Facebook Yearly Likes Snapshot The average number of people talking about TBG daily for the months preceding the campaign was at 36 and increased to 55. Similarly the average number of new likes coming in daily during the months of January and February of 2014 was at 4 and during our campaign increased to 33, thats an increase of 825%. 33. Facebook Exposure The number of unique users that saw any content associated with TBGs page for the duration of the campaign was 97,561. This is an average of 2,945 people per day. This is a big increase when compared with the average observed in Jan and Feb of 1,316 per day. 34. Example Facebook Posts 35. TBG Facebook Page Header 36. Facebook Promotions Message on TBG Facebook group page. Ad from the Facebook advertising Campaign 37. Facebook Promotions - outside groups & organizations GoPro Ad 38. Post Statistics Total post reach: 42,105 (this is the number of unique users that observed all posts. ) Post impressions: 75,527 The number of unique users that viewed each full post was 679, and impressions were at 1,218. Most successful post: 175 interactions. (right) Engagement - 13 posts out of 62 received more than 50 interactions. 39. Email Marketing Statistics List size: 4,561 members total all emails were opened 3,221 times, and 357 people clicked through to the campaign on Facebook. average email open rates for nonprofits are 25.12% and click through rates are 3.25% 40. Email Marketing Campaign 41. Recommendations 42. Recommendations for TBG Construct a strategic set of organizational goals. More specific recommendations regarding platforms, networks and websites are included within my paper. Effective organizations demonstrate strength in five key areas 43. Value & ROI Assessment Costs: time, money, software, content & advertising. Value: collected emails, donations, actions taken, page views. So we can say that for $750 over a 4 week time period we achieved: 1,152 likes to the TBG page 168 new emails into TBGs email marketing list, reached 97,561 unique users (people who viewed any content by TBG) Engaged with 4,534 users (people who interacted with content) The actual cost per Facebook user, which was the primary goal of this campaign, comes out to about $1.54 per new Facebook like. 2012 Nonprofit Social Networking Benchmark Report average value Facebook like$214.81 Potential value: $185, 817.60 - $247, 461.12 over the course of a 12-month period. 44. Conclusion 45. It Works! Interactive Social Media Marketing is an effective tool for TBG to use for improving online exposure. It follows then that this is a tool that may potentially be effective for all Nonprofit organizations and similarly Nongovernmental organizations. Limitations Include: Inability to formulate realistic figures regarding value for a Facebook like. 46. Thank You A special thanks to Gary Grossman & Mary Jane Parmentier for being such wonderful mentors to me Sooooooooooo much gratitude!!!!!