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Using social networks for fundraising - a practical guide - The Institute of Fundraising Technology Groups' - Conference 2011 #IOFTECH
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• Social media practices that work
Based upon an Oxford Brookes University
research project with the charity sector, 2010.
Angus FoxDirector
@eZ0ne Follow us on
Topics
• Why Social Media?• Know your audience• The four ‘C’s• Practical Tools you can use to explore,
monitor, react and measure• What doesn’t work?• Questions to address
Spend on social media marketing in the U.S.
will grow annually at a 34% compound rate
through 2014. By then, social media marketing
will amount to a $3.1 billion industry, surpassing
email marketing in terms of spending.
Forrester 2009
● 67% of Twitter users who become followers of a brand are more likely to buy that brand’s products
● 60% of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend
● 74% of consumers are influenced on buying decisions by fellow socialisers after soliciting input via social media
Why Social Media?
One in every 200 UK web visits on
Monday were to Twitter.com,
according to web measurement firm
Experian Hitwise, as people tried to
discover which celebrities had been
granted gagging orders.
@injunctionsuper
Social Networking Works
Some practices don’t work Other practices do work
Increased donations
Customer Service
Insight
Advocacy
The past was about one to many and shouting the loudest
3661 Followers3395 Following
16,000 views
Is your website a signpost in the desert or a busy intersection?
So what are they doing
well?
Thinking differently
• Today is about many to many and building communities
• A smarter approach is required
• People don’t listen to pushed oubound marketing in the same way on social networks
• They look at you if they want to
Effective Practices Ineffective PracticesRich, engaging content, video, games etc Basic posts
Current, real-time and user generated content •Infrequent, dated content.•User content not encouraged or suppressed
Listening, responding and interactive One-way broadcasts
Supporting, informing and acknowledging contributions
•Asking outright for donations.•No recognition to contributors
eWord of Mouth/viral marketing using compelling multi-media
Overt banner/traditional advertising
Pro-active community building by entertaining, informing, adding value
No effort made to know and knit networks
•Social Media ‘Tone of Voice’•Self regulating communities•Open and transparent
•Formal, corporate defensive responses.•Strict moderation•Closing down sites
Social media integrated into marketing mix Social media isolated from other campaigns and strategy
Identifying and engaging with opinion leaders/cause champions.
No community demographics/segmentation
Social network monitoring and analytics used for better engagement
Basic on monitoring using basic tools
What works and what doesn’t
FundraisersVolunteers
Donors
Lobbying & Awareness
CauseRelatedMarketing
Social Networks should be an ideal medium
Benefactors
Trusts
Building CommunitiesNetwork Weaving
Knowing your network• Mapping out the constellation – community mapping
• Identifying the links in the constellation
• Surveillance tools are needed
Knitting your network• Linking disparate or disengaged individuals/groups
• Assume the role of network/hub leader
• Contribute
• Support
• Inform
• Respond
• Interactively engage
But how?
Know your audience
The Four ‘C’s of Social Media
• This rule came out in 2006 and our research showed more 80/20%.
• User participation often more or less follows a 90-9-1 rule:
• 90% of users are • 9% of users contribute
from time to time, but other priorities dominate their time.
1% of users participate a lot and account for most contributions: it can seem as if they don't have lives because they often post just minutes after whatever event
they're commenting on occurs.
Know Your AudienceLevels of User Participation
General Social Network Users
1. Inactives
2. Spectators
3. Joiners
4. Collectors
5. Critics
6. Creators
Consumer Levels of Participation
1. Newbys or tourists
2. Minglers
3. Devotees
4. Insiders
Audience Levels of Participation in Non-Profit Sector
Ladder of Engagement
1. Happy bystanders – readers or listeners
2. Spreaders – share information about a cause
3. Donors – contribute financially
4. Evangelists – encourage others to donate/fundraise
5. Instigators – create own content and campaigns
Source: Kanter, 2010. People to people fundraising
● Opinion Leaders
● eInfluencers
● Market Mavens
● Community Evangelists
The New Influencers = 20% of user communities
Characteristics
● Naturally nominated
● Frequency of posts
● Value of posts
● Authenticity/reliability of posts/trust
● Responsiveness
Behaviours & preferences are now ‘self reported’
Practical Tools you can use to
explore, monitor, react and measure
Social influence
Klout Peerindex
http://klout.comhttp://www.peerindex.net
Track your market
Mentionmap
Engagement Timeline
TwitterStreamGraphs Real uses for these things• Deciding when to engage with
a post, comment or tweet• Understanding the terms and
tags that get attention• Working out who is relevant
and what their connection is• Experiment and be brave, this
is all new, social gurus don’t know the answers
• Set your calendar to tweet things in the right place at the right time with www.twical.net
www.twiCal.net
Need a reminder to Tweet?
• Scheduled tweets from a calendar
• Free Service• Please use it and
let us know how to improve it
Automatic Calendar Tweets
Formulating your
strategy
Eight competencies of adoption
Leadership
Strategy
Integration
Culture &governance
Resources &
skills
Communitybuilding
Content
Monitoring&
managing
Social MediaAdoption &
Strategy
Business/Marketing
1. What are your business objectives, what are you hoping to achieve?e.g. retention, growth, geographical coverage, cost base, productivity,competitive advantage, brand image/awareness, search rankings, staffing, new sources of
revenue .
2. How do these objectives support and tie into your overall business objectives?
3. How will your strategies integrate with and support other initiatives?
4. How will you measure your performance, KPI’s?
5. What are the risks and how do you mitigate them?
Platforms/Communities
6. What forms of social networks and media can you exploit and why?
7. What communities/networks are your target audiences already hanging out in?
Questions to address
Audience Engagement
1. Who are your target audiences and how do you categorise them?
2. How do you get to be where your communtities are?
3. How are you going to build online communities, followers, fans, subscribers etc?
4. What role/s do you want visitors and communities to play?
Operations
5. Where does it sit in the organisation/who owns it?
6. What resources (people, skills, funding) do you need?
7. What is your content strategy?
8. What technologies do you need?
9. What controls (and culture) will work best for your business and how will you operate them? e.g. employee participation.
10. How can we use social enterprise collaboration systems?
Questions to address
Social Media Revolution 2010 - 4.30 mins http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&playnext=1&list=PL1A8935BB7DCAE853
