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Nonprofit agencies need to take advantage of social media to keep their consumers and donors engaged in the agency. This presentation gives a very basic overview of social media and how it can be used to promote a nonprofit agency.
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Promoting Your Agency’s Work Through Media Relations &
Marketing
Focus on Marketing & Social Networking
Eric Roland
Sr. Director of Marketing & Communications
State of Traditional Media in 2009 300 newspapers shut down 8 magazines with a circulation of one
million or more ceased publication 10,000 jobs lost at radio stations More than 100 TV stations affected by
Chapter 11 filings of parent companies
Source: BNET, 2009
Marketing & Communications “the integration of marketing and
communications…is happening for every marketer and it is due mainly to the advent and acceptance of social media and heightened social consciousness of Americans…”
- Advertising Age
Press Releases Press release is not just for news
announcements, but its a part of an overall marketing program where search engine optimization (SEO) is pivotal.
Archive press releases on agency web site Share press releases on social networking
web sites Share press releases with bloggers Link to press releases on agency newsletter
What is Social Media? A category of web sites that is based on user
participation and user-generated contentsocial networking sites like LinkedIn or Facebooksocial bookmarking sites like Del.icio.ussocial news sites like Digg or Redditsocial video sites like youtube or Metacafe
Social media is people using Internet and mobile-based tools (like blogs and video) and web sites (like Facebook and Twitter) to share content and have conversations online.
Social Networking Sites
Twitter – a rapidly moving medium that fosters link sharing and instant responses
LinkedIn – is more collegiate, moving more methodically and in greater detail
Facebook – more intimate, the next generation of brand-loyalty programs
YouTube – a great way to tell a story, especially engages younger audiences
Popularity of Social Networking Social networks and blogs are now the 4th most
popular online activity ahead of personal email Member communities are visited by 67% of the
global online population Time spent is growing at 3 times the overall Internet
rate, accounting for almost 10% of all Internet time Total amount spent online globally increased by
18% in 2008 Total time spent on ‘Member Community’ sites
increased by 63% Total time spent on Facebook increased by a
massive 566%!!
Source: The Nielson Company, 2009
5 Rules of Social Media Boast. Social media is about telling people what
you do and having them spread the message. Encourage feedback and discussion.
Give Up Control. You can’t control the conversation. If you want people to spread your message, you have to trust them.
Get Involved. Social media is about conversations and building relationships. It takes effort.
Be Honest. You can’t spin the truth with social media. Be open, honest and authentic in everything you say and do.
Think Long Term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.
Your Goals Offline = Your Goals Online Make people aware of your organization Get people to care about your
organization Encourage people to support your
organization with money, time and advocacy
Keep people connected to your organization
Source: Brian Walsh, Associate Director of the Fundraising Division for Changing Our World Inc.
Key Social Platforms Social networking Chat rooms Message boards Podcasts Video and photo sharing Blogging and microblogging RSS feeds Widgets Webinars
Your donors are online…
In 2007, total online giving in the U.S. reached over $10 billion – a 52% increase over 2006.
51% of wealthy donors prefer to give online
52% of these wired wealthy use YouTube, 14% use MySpace, 12% use Flickr and 9% use Facebook
Source: Convivo The Wired Wealthy (March 2008)
United Way of Massachusetts Bay Invite to annual Women’s Breakfast fundraising
event 2008 – mailed out paper invitation plus emails:
campaign budget $10,000 2009 – email containing 1 minute video: campaign
budget $1,000 Approx. 63% of email recipients who watched
video registered for event Attendance – 2008: 756 2009:965 Fundraising – 2008: $208,043 2009:
$409,826
CDC, H1N1 and Social Media Historical trends suggest a pandemic flu
virus emerges about every 30 years CDC needed to adapt to new
communication channels, particularly social media
CDC also needed to stay true to its core principles for emergency-risk communication.
Crisis & Emergency-Risk Communication (CERC) Framework developed by CDC in the
post-9/11 world of preparedness Put the public’s information first Set out to break down bureaucratic,
paternalistic and one-way communication typically used in crisis response
Instead, offer simple, relevant and credible communication during a crisis
6 Principles of CERC BE FIRST: share information as soon as it
becomes available BE RIGHT: give facts not estimates BE CREDIBLE: tell the truth EXPRESS EMPATHY: engage people’s
feelings PROMOTE ACTION: encourage people to
share your story SHOW RESPECT: listen to your audience
Using Social Media for H1N1 Podcasts RSS feeds Facebook MySpace Twitter Buttons and badges Mobile texting program YouTube videos widgets
Success 3-month period in 2009
H1N1 flu site had more than 82 million page viewsH1N1 badges and buttons had more than 56,000
click-throughsCDC sent more than 4 million email updates
People who used social media gave CDC higher satisfaction ratingswere more likely to return and recommend web site
to othersRated CDC as more trustworthy
Source: American Customer Satisfaction Index (ACSI)
On your Agency Web Site?
legacycommunityhealth.org
Thank you!
Eric Roland
Senior Director of Marketing & Communications
Legacy Community Health Services
(713) 830-3068
www.legacycommunityhealth.org
