Social Media Strategy
Onur Baspinar
Nancy Flanagan Blumenfeld
Jennifer Juckett
Alan Melgarejo
May Nakamura
Barbara ZubillagaMarch 2010
Content
I. Introduction Issues Goals
II. Proposal People Objectives Strategy Technology
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Issues
Low engagement of fans
Flat membership growth
Uniform membership base
Strict Unit regulations
Limited response to some events
Limited resources (1 staff)
Social media strategy will depend exclusively on volunteers
No budget this year
Privacy concerns
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Goals
Increase and diversify membership base
Identify new forms of collaborating with Aux that require lower levels of commitment than the traditional Units
Keep new members engaged
Increase support from corporations and businesses
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Proposal
Our proposal includes recommendations to increase and diversify the membership base through Social Media by targeting young men and women
We will take the following steps:
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People
25 to 35 years old College educated Some will have small children White-collar professionals with executive and managerial jobs
and upper-middle-class incomes, busy lives Their nexus translates into large outlays for child-centered
products and services Fans of technology, financial products, exercise, and travel,
tend to frequent the arts, shop at exclusive retailers and drive imported cars
Looking for flexible and relaxed ways of engaging in philanthropy, not so much time commitment. Traditional Units are not too appealing as they have too many rules and regulations
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Social Technographics ProfilesSpectators
80% Read consumer social
content
Joiners 70% Visit and maintain a profile
on a social networking website
Critics 46% Post comments, write
reviews
Source: Forrester Research's North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents
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Technographics
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People
Some places where you might find people in this segment:
VAVI (www.govavi.com) Stay Classy (www.stayclassy.org) Volunteers of America Southwest California
(www.voa.org) Society of Young Philanthropists
(www.philanthropysociety.org)
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Objectives
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Listen
Obtain feedback/insights about how they would want to engage with RCHA
1. Develop short surveys for Facebook
2. Constantly read your friends and followers comments, posts, etc
3. Read similar blogs and tweets
4. Track online influence (ex. www.tweetfeel.com)
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Talk
Increase awareness and spread the word about: What RCH does: the great work they do for children Why engage: what are the “benefits” of helping RCH:
make a difference, save lives, feel good, friendship/camaraderie, have fun
How to engage: o Membership program or gift clubo Online fundraising campaigns (ex. Facebook causes,
ChipIn)o Social events targeted to young peopleo Ambassadors of Rady CH
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Energize
Help your biggest fans to spread the word for you (evangelize). We recommend the creation of an Ambassador for RCHA
Motivator:
- Get to know people with the same interest
- Make the resume look better
- Feel good to help people
- Have fun
Responsibilities:
- Plan, manage and host offline events
- Invite people through Facebook and Stay Classy
- Make them feel welcomed at the event
- Thank you note after the event
- Follow up to move attendees to a higher level of engagement
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Strategy
We recommend RCH Auxiliary to focus on 2 strategic lines to achieve the goal of increasing and diversifying member base:
Build awareness of Rady CH and its work among target audience
Help existing member/volunteer base carry messages to others
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Technologies
Technologies – Summary (I) Tools Why?
Facebook • 70% of target audience have joined a SN (Joiners)• Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)
Stay Classy
• Stay Classy members are a diverse group of young individuals who share a passion for the nonprofit sector• Over 30,000 members in San Diego alone• Helps charities fundraise, organize events, and make sense of their social media, to reach a younger demographic• San Diego’s leading philanthropic social network for target population (age 21-35)
Blog • 80% of target audience consume blogs, watch videos, read reviews (Spectators)• 46% of target audience post comments, write reviews (Critics)• Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)
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Technologies - Summary (II) Tools Why?
YouTube •More than 6 billion videos. It is estimated that 20 hours of new videos are uploaded to the site every minute•Allows to increase awareness and engagement by sharing videos
Flickr • Has more than 10 million accounts, 36% of which are from people 18-34 years old• Allows to increase awareness and engagement by sharing photos
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Facebook – Add a Fan Page
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Facebook – Keep the Group!
Groups connect Fans with similar interests
GeographicallyInterestAge Group
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Fan Page - WHY
Outreach and info sharing o Current and Potential supporters and
donorsPages are indexed by Google
o (Groups are not)Open to more people Less like a private club More opportunity for awareness
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Success Stories
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This Page is a resource for non-profits and other organizations for social good. Facebook built it to help you harness the power of Facebook and bring positive change to the world. USE IT!
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Facebook Fan Page - CONNECT
Use “Favorite Pages” to connect with Rady Hospital’s other pages and similar causes
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Fan Page – ADD APPS
At minimum:
1. Photos
2. YouTube Box/Videos
3. Events
Recommended:
1. Causes app
2. Customize Landing Tab for new visitors
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Fan Page - EVENTS
Invite Fans
Fans Spread Word
Add photos
Send Thank You
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Add CAUSES appBecome a Non-profit Partner – FREE
Offers special tools for spreading awareness building community fundraising circulating petitions And promoting other action
Add to your Fan Page
Learn how to use Causes here
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Measure Engagement - Insights
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StayClassy.org
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Stay Classy
StayClassy.org is Social Network designed to help nonprofits o Receive donationso Organize Events
o Streamline your Social Media
Mission
To revolutionize fundraising by connecting people to nonprofit organizations based on the causes that they care about by providing non profits with powerful, yet easy-to-use, online tools to help them fundraise, organize events, make sense of their social media, and engage a younger demographic.
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Benefits
Niche social network where members make an active choice to join based on philanthropic interest
New Website designed because nonprofits cannot afford expensive software & training
Free tools to develop your Social Media Identity
Track responses – how many people view your profile page and where they come from
Charity Profile
Online donations
Track communication with donors
View donor contact information
Identify donor demographics & locations
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Benefits
Event support Free & easy tools for posting , tracking, analyzing
your events Online ticket sales The only place on the web where you can add a
charitable donation (%) into every online ticket you sell
Event Planners outreach program Promotion & Exposure through Partnerships
Impressive highlights In 2008 alone, contribute more than 2,500 hours of
volunteer service The first year, Stay Classy raised $4,000 for the
American Cancer Society
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Testimonial
"Standup for Kids Oceanside has already had new supporters calling and emailing, finding out what they can do to help us! We have had volunteer requests, clothing donations and just interest in general on what we are doing here at StandUp. So THANK YOU from the bottom of my heart ”
Kim Goodeve, Director of Center OperationsStandup For Kids, Oceanside Chapter
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Welcome to Stay Classy
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Develop your Social Media Identity
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Online awareness - Offline events
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Positioning and simplicity make it an ideal choice
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So, how cheap is StayClassy?
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Blog
Blog with a purpose…
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Blog
We recommend the Aux to create a Blog by following these steps:
1.Determine the goals to stay focused: increase awareness of Rady CH and bring in new members to the Auxiliary
2. Identify a blogger(s) among Foundation and Auxiliary volunteers. Develop a recognition plan for blogger
3.Write guidelines to protect confidentiality of patients and staff and to project a positive image of the Hospital
4.Develop an editorial process, but don’t make it too constrictive
5.Listen to what is being talked about in other similar blogs
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Blog
6. Prominently place links to the places in RCH and Foundation Web sites on how to become a volunteer or make a donation
7. Make sure you encourage activity and interaction for community building and feedback/insights
Periodically post a short survey with 3-5 questions Allow people to leave comments Insert a chat or a blog community
8. Make it an objective to answer or address some comments and questions left by readers
9. Place links to interesting and useful kid’s health articles and information or other Web sites (ex. Rady Children’s Specialists of San Diego)
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Blog
10. Explore the possibility of starting an on-line fundraising campaign (ex. ChipIn). Some advantages are: it lets you set up a different campaign page, you can post videos, comments by donators can be displayed, badge is viral (you can take it to other blogs)
11. Develop a Marketing Plan for the Blog:o Continually participate and post comments in other popular
blogs with similar target audiences to increase traffic o Include it prominently in Web sites, Facebook, MySpace, and
all printed communications, including business cardso Occasionally Include link to Blog in tweetso Include subscription with RSS and via e-mailo Make sure you can track all activity and review statistics
periodically
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YouTube
One of the most popular Social Media. The number of visitors increased from 75 million to 110 million just last year.
Create a YouTube channel for the Hospital, the Foundation and the Auxiliary and post and tag all videos
We recommend purchasing a Flip Video camcorder ($150) (www.theflip.com). Have volunteers and Unit members shoot videos that are short (about 2 minutes) and have a theme. Recommended themes:
o Chidren’s/families’ stories
o Volunteer experiences. These can also be themed according to the different “benefits” of contributing with the Hospital (feeling good, saving lifes near you, friendship/camaraderie, having fun)
Videos should allow people to interact:
o Direct viewers to Web sites, Blog, Facebook, Flickr
o Allow sharing and reviewing of videos
Use Facebook to distribute videos among members and Tag the members so that it will appear in their profile
Market YouTube channel in Web sites, Blog, Twitter, and any printed material, including business cards
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Flickr
Improve the Flickr Account, more pictures of events
Try to promote members to add pictures on their own which will increase commitment
Lead members to share their own pictures from events
Tag keywords. Flickr is good for SEO, helping images rank higher on Google Images and building in-bound links.
Add Contacts on Flickr and should promote members to leave Testimonials
Market the account in Web page, Blog, Twitter, and any printed material, including business cards
Promote your Social Connections
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Summary
Recommended
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Not recommended
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Resources
Causes Exchange Blog - How Non Profits can make the most of Causes application
Facebook for NonProfits - Facebook’s own tips
CharityHowTo.com – Training videos for Facebook
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