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October 31, 2012

Like It, Share It Using social media for social good. October 31, 2012. A Wise Man Once Said…. “Sport has the power to change the world. It has the power to unite people in a way that little else does.” - Nelson Mandela. What is Social Media?.

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October 31, 2012

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  1. Like It, Share It Using social media for social good October 31, 2012

  2. A Wise Man Once Said… “Sport has the power to change the world. It has the power to unite people in a way that little else does.” - Nelson Mandela

  3. What is Social Media? “Social media is defined as an interactive group of internet based applications via which individuals and communities create and share user-generated content” - Wikipedia

  4. Did You Know… • Some interesting social media stats • 91% of online adults use social media regularly • 40% of people spend more time socializing online than they do face-to-face • There are more devices connected to the Internet than people on Earth • Each day users spend almost 200,000 years on Facebook • 58% of Facebook users return to the site daily

  5. It’s Here to Stay

  6. The Conversation

  7. Awareness

  8. Engagement

  9. Branding

  10. Outreach

  11. Should Your Organization Be “Social”?

  12. The Concerns • What are the major issues you face with social media? • Is it really necessary? • Resource availability • Budget

  13. The Benefits • Here are just some of the upsides of using social media • Reach - it’s where your target audience is • Relationships / Community • Cost • Ease of use • Insight and feedback

  14. Have a Strategy • Before you start you should have a strategy • Budget and staffing • Design and appearance • Engagement and content • Short and long-term goals • Evaluate consistently

  15. Where to Start? • Facebook • Over 1 billion active users • Social media hub • Pages and groups • Individuals connected as friends • Other organizations with shared interests • Twitter • Almost 200M active users • Who is following or talking about you? • Common interests with keywords and hashtags • Blogging community and influencers • Celebrities, athletes and public figures • Twitter chats and offline tweetups

  16. Other Popular Tools • Instagram • Mobile photo sharing platform owned by Facebook • Flickr • Photo sharing platform owned by Yahoo • YouTube • Video sharing platform owned by Google • Google+ • Google’s social networking platform • LinkedIn • Professional social networking • Pinterest • Virtual pinboard for sharing

  17. The Rise of Mobile • Mobile is increasingly becoming the gateway to social • Mobile now accounts for over 10% of internet usage worldwide (more than doubled in past 18 months) • Facebook (33%) and Twitter (50%) have large mobile usage • Accessibility • Ease of use • Location (“SoLoMo”)

  18. Mobile is Social

  19. Mobile is Everywhere

  20. Social Media is a Dialogue • Social is best used for conversation, not a monologue • Conversation between you and your audience • Ask questions and add value to conversation

  21. First Listen…

  22. …Then Engage

  23. Community Takes Time • Use social media to cultivate a community of advocates • Grow one-by-one through individual interactions • Continuous engagement • Clear and consistent voice

  24. What Should I Post? • What makes great content? • Visual and shareable • Be remarkable • Tell a story • Relatable statistics • Thought leadership

  25. Strive for “Shareable”

  26. Follow the Money Social media allows potential donors to understand where money would be spent

  27. Tell A Story

  28. Create a Movement

  29. Recognize Your Supporters

  30. Be Grateful

  31. Link Social to Digital • Drive interested parties back to your website for more info • Social is leading source of traffic for many sites • Natural way to pull people to larger stories • One picture can motivate someone to read a blog post

  32. Encourage User Generated Content…

  33. …And Use It

  34. Identify Your Key Contributors • Identify your most passionate supporters • Donors and advocates • Global and local • Organize – Facebook group, email marketing, etc. • Activate / Mobilize • Identify audience through social • Get people involved and empower them

  35. Meet Online…

  36. …and Offline

  37. Unlock the Power of Digital WOM

  38. Call to Action

  39. Find Influencers • Influencers can help promote your cause to their audience • Reach a wider audience and can drive them to take action • Kred, SoclMetrics, Peer Index, Twitter Search, etc. • Celebrities and athletes yield massive social influence

  40. Fundraising with Social Media • Benefits • Younger generations prefer to donate online • More than 50% of are under 30 years old • Future generation of donors • Want to tell friends what they are doing and share their generosity • Good article: http://info.helpattack.com/2011/12/a-brief-history-of-social-media-fundraising/

  41. Be Authentic • Fundraising should not be the focus of social media • Focus on building the community • Highlight stories and make it easy to donate • Show where the money is going and the difference it makes • Allow them to track the progress • Get creative • Main value is not direct money, but showing interest in your cause

  42. Group Fundraising • Tap the power of social media with these sites • Causes (Facebook application) • CrowdRise • DonateNow • DonorsChoose • FirstGiving • JustGive • Razoo • Fundraise

  43. Find Partners • Use social media to find and highlight partners who share your values • Significant opportunity with social media • Go beyond finding donors and create partnerships with lasting value • Provides long term support

  44. Demonstrate Value • Critical to demonstrate value and relevance to advocates and donors • Social media is a great way to display a history of engagement and timeline of stories • Every event should be captured and shared • Talk about how you can give sponsors more value with social • Gives people a way to show off the good they do

  45. Measurement • What should I be measuring? • Identify KPIs that match your organization’s strategic goals • Share of voice, traffic referrals, clickthroughs to donate, number of volunteers, RSVPs for Facebook event, etc. • Social media can be used to gain valuable insight • Real-time feedback and focus group • Twitter polls, Facebook Questions, etc. • Facebook Page insights (popular posts)

  46. Social Media Toolbox • Use tools to maximize efficiency and make managing social media easier • Save time and get the most out of available resources • Hootsuite, Tweetdeck, mobile apps, etc. • But don’t be lazy (RSS feeds perform poorly)

  47. Any Final Questions?

  48. THANK YOU! Steve Cobb @steve_cobb Alexandra Kosteniuk @chessqueen Bruno Smadja @bruno_smadja

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