Social Media Marketing for Nonprofits

Social Media Marketing Social Media Marketing for Non-Profits

Laura Lacy

Web Consultant

TerpSys

[email protected]

www twitter com/LauraLacywww.twitter.com/LauraLacy

www.linkedin.com/in/lauramlacy

About TerpSys

• We Delight our Customers!

• We Help You Use Technology to Achieve Your Mission• We Help You Use Technology to Achieve Your Mission

• We Offer Networked and Web Based Solutions Including:• Website Design & Developmentg p

• Interactive & Visual Design

• Branding

• Database Integration

• SharePoint Development

• Application Development

• Search Engine / Usability Evaluations• Database Integration

• Founded in 2000, Profitable Since Inception

• 235+ Employees $20+ Million in Annual Revenues

• End User Support / Network Services

• 235+ Employees, $20+ Million in Annual Revenues

• “Great,” “Best,” “Most Philanthropic” in 2007

Internet Business Solutions Overview

• Creative & Inspiring Web, Interactive Design and Application Development SolutionsDevelopment Solutions

• Unique Combination of Technology, Design, and Usability Expertise

• Over 100 Non-Profit, Federal and Commercial Clients

• User- Centered Design Approach Focuses Your Web Site on Its Audience and Meeting Their Goals

• Experienced with a Variety of Content Management Systems (CMS) d C tit t R l ti hi M t (CRM) T l(CMS) and Constituent Relationship Management (CRM) Tools

What is Social Media?

5/13/2009Social Media

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Why should you care?

• 86% of non-profits are currently engaged in social media (Nonprofit Social Network Survey Report, April 2009)

• “Organizations like the National Wildlife Federation

have seen an increase in website traffic, activity,

participation, and giving because they’ve put a social

media strategy in place.” (Steve MacLaughlin, Blackbaud)

• Brand Management

• Dominos

• Motrin Moms


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Why should you care?


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Where do you start?

1. Listen

2. Research

3. Participatep

4 Market Your Organization4. Market Your Organization


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Step 1: Listen

• Setup Google Alerts

Get an RSS reader• Get an RSS reader

• Monitor blogs on your

t i topic

• Search social

bookmarking sites to see

how people are tagging

t tyour content

• Monitor Twitter


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Step 1: Listen

• Setup Google Alerts - http://www.google.com/alerts


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Step 1: Listen

• Get an RSS Reader

• Google Readerg

• iGoogle

• Outlook

• MyYahoo!


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Step 1: Listen

• Search Technorati for blogs on your topic


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Step 1: Listen

• Social Bookmarking Sites

• Enable users to access content from any computer

• Receive content suggestions from people in your network

• Gives increased visibility to your website’s content

• Most Popular

• Delicious

• Digg

• Reddit

• StumbleUpon


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Step 1: Listen• Search Del.icio.us to see how people are tagging your content


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Step 1: Listen• Search Digg to see what articles have been voted on


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Step 1: Listen

• Monitor Twitter

• Twitter Search• Twitter Search

• TweetBeep


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Step 2: Research


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Research your constituents

http://www.forrester.com/Groundswell/profile_tool.html


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Step 3: Participate

• Setup personal profiles on major social networking sites

and begin to build a communityand begin to build a community

• Facebook

• MySpaceMySpace

• LinkedIn

• Flickr

• Comment on Blog posts

• Rate videos on YouTube• Rate videos on YouTube

Social Marketing will only be effective if you have an engaged audience!


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Step 4: Market Your Organization

• What are your goals?

http://www.flickr.com/photos/12968938@N00/3026219304/


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Step 4: Market Your Organization• Who should be tasked with social media?

• Not just the interns

• Marketing messages are controlled by higher level management, why

shouldn't social media marketing?

• 65% of nonprofits that participate in social media have allocated ¼ to • 65% of nonprofits that participate in social media have allocated ¼ to

½ of a full-time staff person (Nonprofit Social Network Survey Report)

• Three Models – Which one do you think is most

sucessful?

• Tire

• Tower

• Hub & Spoke


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Step 4: Market Your Organization

• Social Media Widgets

T i• Twitter

• Facebook

• Niche Networks

• Flickr

• Blogs

• YouTubeYouTube


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Social Media WidgetsSocial Media Widgets


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Social Media Widgets


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Social Media Widgets


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Lifestreaming/MicromediaLifestreaming/Micromedia


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Twitter


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Twitter


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Twitter


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Twitter


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It’ T itt A ti it Ti !It’s Twitter Activity Time!


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FacebookFacebook


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Facebook

Facebook Users (Millions) by Age G

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Group

10

15

0

5

18-25 26-34 13-17 35-44


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Facebook

• Actively recruiting new

supporters

• Admin is regularly posting

links and announcements to

her feede eed

• Displaying a media board

with announcements to keep

t t f hcontent fresh


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Facebook


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Niche NetworksNiche Networks


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Niche Networks


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Niche Networks


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FlickrFlickr


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Flickr


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Flickr


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BlogsBlogs


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Blogs

• Require time and commitment – Should be updated at

least once per weekleast once per week

• Should be written in a more personal tone

B fit• Benefits

• Frequent updates to your site means more visibility in search

enginesengines

• Promotes conversation

• Helps users relate to the cause through personal storiesHelps users relate to the cause through personal stories


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Blogs


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YouTubeYouTube


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YouTube


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Closing Thoughts

• Have a goal

Understand that participating in Social • Understand that participating in Social

Media takes time

B ll i l d Th t • Become personally involved - The most

effective results are linked to an

individual and not an organizationindividual and not an organization

• Create valuable and interesting content

ftoften

• Think beyond traditional audiences


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Thank you

Contact Information:

Laura Lacy Web ConsultantLaura Lacy, Web Consultant

[email protected]

www.terpsys.comwww.terpsys.com

www.twitter.com/LauraLacy

www.linkedin.com/in/lauramlacywww.linkedin.com/in/lauramlacy


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Social Media Marketing for Nonprofits

Technology

Transcript of Social Media Marketing for Nonprofits