Social Technology for Social Good: How Non-Profits Can Use New Media to Achieve Their Goals

1. Social Technology for Social Good: How Non-Profits Can Use New Media to Achieve Their Goals

2. Introductions James Tinsley – tinsley_james@gsb.stanford.edu Jim Tomczyk – tomczyk_jim@gsb.stanford.edu Anneke Jong – jong_anneke@gsb.stanford.edu

3. What is Social Media? And why is it important?

4. What do you think of… …when you think of social media? STANFORD GRADUATE SCHOOL OF BUSINESS

5. What is social media? The use of web and mobile technologies to turn the communication of information into an interactive experience. • We’ve digitized the social graph • Connections and networks are now recorded online • Why social media changed the game: • Makes things personal • Improves the user experience • Facilitates connections STANFORD GRADUATE SCHOOL OF BUSINESS

6. Why should you use social media? “Everyone else is doing it” “We have to keep up with trends” “Our brand needs to be young and hip” STANFORD GRADUATE SCHOOL OF BUSINESS

7. Why should you use social media? There is only one reason: Because it helps you achieve a measurable goal. • 10,000 new sign ups for the mailing list • 200% increase in volunteer hours • 50% improvement in donor engagement • 75 personal stories from the community about our programs • 1/3 reduction in junk food consumption by teens • 45% increase in awareness of important statistics STANFORD GRADUATE SCHOOL OF BUSINESS

8. Social media is important for non-profits Many tools are low- or no-cost Puts non-profits on even footing with for-profits Personalize and amplify your message Social sharing increases visibility for your cause in an authentic way Online identities yearn for “good” There is great demand to identify with social causes STANFORD GRADUATE SCHOOL OF BUSINESS

9. Understanding the social media landscape Social Networks Blogging Microblogging Videos Photos Location STANFORD GRADUATE SCHOOL OF BUSINESS

10. Understanding the social media landscape Q&A Link Shortening Social Promotions Reputation Discovery Fundraising STANFORD GRADUATE SCHOOL OF BUSINESS

11. It can be hard to know where to start STANFORD GRADUATE SCHOOL OF BUSINESS

12. Here’s what you need to know… These are the most relevant social media platforms/tools • In a phrase: “Put your whole life online” • Great for: Identifying with a cause • In a phrase: “Short real time communication with anyone” • Great for: Connecting directly with stakeholders • In a phrase: “The world’s video repository” • Great for: Publishing meaningful content • In a phrase: “Personally meaningful online advertising” • Great for: Running social media campaigns STANFORD GRADUATE SCHOOL OF BUSINESS

13. Facebook • Likes • Shares • Social advertising STANFORD GRADUATE SCHOOL OF BUSINESS

14. Twitter • Tweets and Retweets • Mentions (using “@”) • Hashtags STANFORD GRADUATE SCHOOL OF BUSINESS

15. YouTube • A great way to tell your story • Viral videos inspire people to share STANFORD GRADUATE SCHOOL OF BUSINESS

16. Bre.ad • Free promotions on brand new real estate • Amplify your message through supporters STANFORD GRADUATE SCHOOL OF BUSINESS

17. Goals and Measurement

18. Define your goal It’s easy to get lost in tactics and forget about strategy STANFORD GRADUATE SCHOOL OF BUSINESS

19. Goals for nonprofit social media marketing Increase brand awareness Manage reputation Generate audience engagement STANFORD GRADUATE SCHOOL OF BUSINESS

20. Reminder: you are what you measure Make sure you measure success based upon relevant metrics STANFORD GRADUATE SCHOOL OF BUSINESS

21. Goal 1: Increase brand awareness Have you heard of me? Fan & Follower counts Number of Shares/Retweets Storytellers Potential reach Who’s talking about me? Influencer scores Demographic analysis STANFORD GRADUATE SCHOOL OF BUSINESS

22. Goal 2: Manage reputation What have you heard about me? Comment scanning and filtering Trend collection Time to response Net Promoter Score STANFORD GRADUATE SCHOOL OF BUSINESS

23. Goal 3: Generate audience engagement How do we interact? Likes, comments, posts Shares and (re)tweets App downloads and usage Votes STANFORD GRADUATE SCHOOL OF BUSINESS

24. 3 Case Studies

25. Building an Audience – The We Day Campaign Goal: Capture the excitement and Fanbase of We Day into a re-marketable group, so they could have a relationship with the kids throughout the year, not just on We Day. Tactic: Leveraging an existing donation, We Day promised Facebook users that for every ‘Like”, $1 would be donated to the cause. Every Like was rebroadcast in a user’s Facebook feed generating countless earned media impressions. Results: • from 0 to 500,000 Likes in four months • 12.5% of Canadians 13-25 years old have become fans • Can now reengage w/ those users, promote agendas, promote adjacent organization agendas “Many companies that ALREADY donate to nonprofits gain visibility if they couple their donations with social promotions.” - Momentus Media

26. Activate the Crowd Goal: Use active donors as an amplifier to spread the cause Tactic: After making a donation, DonorsChoose will mention that donor in their twitter feed. Donors then retweet that mention in order to show their association with the organization, spreading the message throughout their social graph. Results: • Due to friend influence, for every $1.00 donated, DonorsChoose will get $1.50 over the next 3-4 years • 88,189 Followers on Twitter STANFORD GRADUATE SCHOOL OF BUSINESS

27. Stay Focused Goal: Establish a social media presence and learn how to engage with key stakeholders Tactic: Beginning with Facebook, YouTube, and Flickr, and then moving to Twitter, New Door found new ways to connect with its stakeholders to share updates about its day-to-day operations, celebrate its successes, and link with similar organizations Results: • Built up almost 600 Facebook Fans and 141 Twitter Followers • Connected with partner organizations and shared each other’s successes. Through (re)tweeting, New Door was able to grow these relationships Next Steps: • Refine who the audience is, and who New Door wants them to be STANFORD GRADUATE SCHOOL OF BUSINESS

28. Let's apply what we've learned

29. Introducing: KanishaAgarwal Jennifer Lu

30. About the San Francisco SPCA Founded in 1868, the San Francisco SPCA is one of SF’s most respected institutions and a national leader in innovative programs to save homeless dogs and cats. The SF SPCA is committed to trying to find a home for every adoptable animal taken into the shelter. Each year it finds homes for thousands of dogs and cats. The SPCA veterinary hospital currently provides care to as many as 30,000 animals each year, and it produces a financial surplus that helps fund other SPCA services. STANFORD GRADUATE SCHOOL OF BUSINESS

31. San Francisco SPCA Social Media Goals Leverage social media to raise awareness of our veterinary hospital – everyone knows the SF SPCA as a shelter/adoptions center but few know about the hospital Drive conversion from comments, Likes, and shares on social media to actions—i.e. volunteering, donations, adoptions Use social media to increase visibility and attendance at special events like Macy’s Windows, Dogma, etc. Engage social media as part of the media mix for an effective campaign against puppy mills STANFORD GRADUATE SCHOOL OF BUSINESS

32. Let’s Begin… We will divide into 4 groups, each with one student facilitator: Your team will have 25 minutes to come up with a social media strategy to meet its goal. At the end of 25 minutes, each team will have 1-2 people present their team’s strategy, and will receive feedback from the student facilitators. STANFORD GRADUATE SCHOOL OF BUSINESS

33. STANFORD GRADUATE SCHOOL OF BUSINESS Wrap-up and Questions