Post on 05-Jul-2015
description
Non-Profit / For ProfitCollaborations
Using Social Media
IS Conference 2010
THU 16 SEP 2010
Amber Rodriguez – Noah’s KitchenGilberto Velasquez, Jr. – Gilberto Velasquez & Associates
A Brief History ofNoah’s Kitchen
Rapid Growth of Noah’s KitchenDue to Social Media
• Founded on a concept by Noah May• Started with a simple Facebook post• Aided by local social media gurus, such as JR
Cohen, Aimee Woodall, and more.• Idea was to decentralize and “de-bureaucratize” the
food-donating concept• Goal became to bring food to where those persons
who need it most are and not force them to travel
Social MediaLight Bulb Moment
• Noah’s Kitchen became most Social Media Self-Aware when a single, short post on Facebookrequesting assistance feeding the homeless in Houston was met with an overwhelming response.
• The response was unexpected, prompting a realization that “this Facebook thing” was a highly effective leveraging tool for a start-up non-profit like Noah’s Kitchen.
• It was time to leverage Social Media as one part of the multi-channel approach of interactive strategies.
Social Media& the Multi-Channel Approach
• Why do non-profits go multichannel?• Motivations for non-profits to go
multichannelEvolving giving needsHeterogeneous donor fulfillment
needs (“Maybe I can give food, not money”)Evolving technologies allow for a
greater number of touchpoints –Facebook, Twitter, Flickr, YouTube, TumblrCompetitive pressures
Social Media& the Multi-Channel Approach
Multi-Channel Challenges for theNon-Profit
• Organizational Structure− Centralization vs. Decentralization− Degree of standardization− Reward system / “warm fuzzies”
• Donor Data Integration− Accessibility and Interpretation
• Understanding donors’ changing giving/engaging behavior in multiple channels− “Don’t force your donors to adapt to you,
adapt yourself to your donors”− Donors want to be part of the 360-degree
feedback loop
Social Media& the Multi-Channel Approach
Multi-Channel Benefits for theNon-Profit
• Greater brand awareness• Leveraging of the Community
− Hey, those people giving are “just like me”
− Creation of extended conversation• Creates the Viral Expanson Loop• “Hang out” in the virtual places your donors
“hang out” in.− “43% of Internet Users who are members of online
communities say that they ‘feel as strongly’ about their virtual communities as they do about their real-world communities” –USC Annenberg School Center for the Digital Future, 2006
Social Media& the Multi-Channel Approach
Multi-Channel Benefits for theNon-Profit (cont’d)
• Agnostic to changes in the donor dynamic• Switching to evolving donor dynamic models
and donor interaction behavior
Dono
r Ac
cept
ance
Time
TestingIncoming
Pre Peak
Peak
Post Peak
Out
New Interactive Strategies & Adoption by the Donor
Social Media& the Multi-Channel Approach
Multi-Channel Benefits for theNon-Profit (cont’d)
COLLABORATION
Collaboration Through Social Media Outreach
• Partnerships made through the use of effective Twitter following and engagement
• Maximizing the reach by partnering with both For-Profit and Non-Profit institutions
• Expand the Viral Loop: by opening the doors to other social media juggernauts in Houston, Noah’s Kitchen raised visibility and (more importantly) funding
EVENT COLLABORATION:Noah’s Kitchen
1st AnnualChili Cook-Off
Collaboration Through Social Media Outreach
• Due to the pull of visibility, many benefactors came through for Noah’s Kitchen, causing a collaboration of brain trusts that benefited the organization
• Companies came through in unique and beneficial ways: KryanoutloudMarketing redesigned / rebranded the old logo and created a unified set of brand standards while Gilberto Velasquez & Associates had provided training in the science behind marketing & advertising and logistical PR decision-making support… such as somatic marker choices.
Corporate Collaboration
The Somatic Pull:Noah’s Kitchen & Social Media
Somatic Markers and thePhilanthropic Response
• Individuals who give have a socio-economic choice to give time, money, or talent to the next best or most rewarding cause
• Noah’s Kitchen was steered to use somatic markers in the original logo to entice those wanting to donate their own assets to a charity
• The somatic marker provides the brain a shortcut to move from A to Z in nanoseconds
The Somatic Pull:Noah’s Kitchen & Social Media
The whisk: images of cooking, creation, making something happen
The apron: the symbol of trust in the person making the food
Simplicity of the stick figure: whimsical,
simple, and a sign of innocence
We are handing out love, love through
fighting hunger
The chef’s hat : symbol of leadership,
authority, trust
Somatic Markers and thePhilanthropic Response
The Somatic Pull:Noah’s Kitchen & Social Media
Somatic Markers and thePhilanthropic Response
• Other markers were created organically because participants were allowed to showcase the work they were performing for Noah’s Kitchen on Social Media sites
• By using this decentralized method of public information dissemination, Noah’s Kitchen allowed somatic markers to be created through the everyday Mobile Picture Uploads of volunteers making it happen!
Volunteers Make It WorkNoah’s Kitchen: Beyond the Strategy
Making it Happen• Due to recruitment, exposure, brand
awareness, and cause awareness, Noah’s Kitchen has been able to feed the homeless in Houston through the help of its many volunteers
• These volunteers came because they wanted to be a part of a cause that cut through red tape, discarded bureaucratic ways of thinking, and simply went to work
Volunteers Make It WorkNoah’s Kitchen: Beyond the Strategy
Making it Happen• Noah’s Kitchen volunteers become our
evangelists through their own execution of basic interactive strategies in their own voice, creating community concurrence
• These Noah’s Kitchen volunteers then double their effectiveness by not only helping those in need, but also bringing others to the cause
Volunteers Make It WorkNoah’s Kitchen: Beyond the Strategy
Making it Happen• Through the warm hearts of volunteers, Noah’s Kitchen
changed the way Houston thinks about how to feed the homeless and volunteers come up with new ways to help using interactive strategies!
Volunteers Make It WorkNoah’s Kitchen: New Interactive Strategies
The Ford Fiesta Movement• Volunteers Amber Roussel and Mark Austin brought
a new dynamic to Interactive Strategies using a strong multi-channeled approach with the Ford Fiesta Movement
• Noah’s Kitchen won a brand new Ford Fiesta to aid in food distribution as a result of the hard work by Amber & Mark, and by the 45,642 people who RSVP’d for events and the tens of thousands more who engaged in spreading the word
Volunteers Make It WorkNoah’s Kitchen: New Interactive Strategies
The Ford Fiesta Movement• This innovative interactive concept brought together
online and offline elements, as well as all manner of corporate and non-profits into a new donor dynamic, engaging volunteers and raising awareness in ways previously not done
Interactive Strategies & the Non-ProfitSteering Donor Dynamics
Defining the Donor Dynamicin the Age of Interactive Strategies
• Donor Dynamic• The full range of interactions and touchpoints engaged
by the donor with the non-profit and how the non-profit reacts, utilizes, and leverages the touchpoints
• The Donor Dynamic is essentially a relationship, and while different in some ways with the relationship an individual may have with a retailer, they share a similar relationship management timeline
• The advent of social media not only makes it easier to manage the relationship across the timeline, it makes it just as easy to destroy the relationship.
Interactive Strategies & the Non-ProfitSteering Donor Dynamics
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Community Offering
WhyWe’reWorthy
WhyYou
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WarmFuzzies
GivePraise
Thanks &Acknowledge
Your Service Win-back
Orientation Selection Relationconfirmation
Relationextension
CauseConfirmation
QuestionRelationship
WorkPerformed
TimeSpent
Searchingnew relation &
self-confirming
4
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Recurring role cost
Low Cost To Serve
Up-Sell / Cross Sell Benefits of Service
Migration
ChurningService Doubts
Win-back
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Donor Relationship Management TimelineAll aspects affected & manageable by interactive strategies.
Interactive Strategies & the Non-ProfitSteering Donor Dynamics
Defining the Donor Dynamicin the Age of Interactive Strategies
Power is shifting from the Board of Directors to the Non-Profit to the Donor
Examples:• I can give anywhere, anytime, easy, by using PayPal• I can use technology and review sites to see which Non-Profits reflect me
Implications:• Decreasing control over brand equity• Difficulty in integrating and understanding donor information• Monitoring & Managing word-of-mouth to word-of-mouse
Research Questions:• How can the Non-Profit increase donor involvement in the creation of interactive
strategies?• How to get donors to share their power at word-of-mouse?• What is the Non-Profit information that donors most value?• How can Non-Profits facilitate and act upon multi-channel feedback?
Think About It