Social Media Myths: If you (merely) build it, they won’t come…

1. Social Media Myths:If you (merely) build it,they won’t come… Valerie Venezia Vice President of Membership & Marketing New York Council of Nonprofits

2. Today’s Agenda • Talk FAST! • Social Media: Why it’s different • How to move forward with social media, implications • Investing in Social Media: • Know what you want to do before doing it • Measuring Successful Social Media Endeavors • Quick overview of metrics

3. Use of Social Media in Nonprofits • Blogs • Wikis • RSS Feeds • Facebook • YouTube • Delicious • Flickr • Twitter • LinkedIn

4. Social Media Tools & Their Intended “Use”

5. What is Social Media? Social Media is people using tools (like blogs & video) and sites (like Facebook & Twitter) to share content, build relationships and have conversationsonline.

6. The Real Value of Social Media “Is that it exponentially leverages word-of-mouth.” -John Haydon, marketing consultant johnhaydon.com(yes, that’s him.)

7. Nonprofits are more social than ever…and it’s working • According to the 2012 Nonprofit Social Networking Report, 98% of nonprofits have a Facebook Page and have an average community size of over eight thousand Fans. • 72% of nonprofits are involved in Twitter and have an average following of over three thousand Fans. • Bottom Line: Social media is working for nonprofits and its working because organizations are effectively managing their time and budgets. • A whopping 43% of nonprofits budget $0 for their social networking activities and 73% allocate half of a full-time employee to manage their social media presence. • So how do they make it work? By using effective strategies, prioritizing their social media marketing efforts and maintaining a dedicated staff.

8. 6 Key Findings from the 2012 Nonprofit Social Networking Report… • 98% have a Facebook page with an average community size of over 8k fans. • Average Facebook and Twitter communities grew by 30% and 81%, respectively. • Average value of a Facebook Like is $214.81 over 12 months following acquisition • 73% allocate half of a full time employee to managing social networking activities. • 43% budget $0 for their social networking activities. • The top 3 factors for success are: strategy, prioritization, dedicated staff.

9. Discounts and Special Offers Drive Email and Facebook Fan Engagement • According to 10 Facts About Why and How Consumers ‘Like’ and Subscribe* • 58% of consumers cited access to discounts and special offers as the leading reason why they subscribe for a business or organizations emails and • 41% as why they become a Fan on Facebook. • It’s not all about deals however, at least not when it comes to Facebook. • 25% of participants said that they decide to “Like” a Page because they truly like the business or organization and want to show their support and 22% percent want to share that support with their friends. Bottom Line: Deals and special offers provide the opportunity for small business and organizations to drive business and help build their email lists and fan communities. The increased interest in showing and sharing support on social media, presents more opportunities for engagement than ever before. *Chadwick Martin Bailey and Constant Contact Study

10. Dazzling Data…. More than a billion monthly active users as of December 2012. • 618 million daily active users on average in December 2012. • 680 million monthly active users who used Facebook mobile products as of December 31, 2012

11. Facebook For Fundraising?

13. Groundswell: Winning in a World Transformed by Social Technologies Put together your Strategy first. • P.O.S.T. stands for People, Objectives, Strategies, Technologies. • People: Who are you trying to engage? Be specific and prioritize them. The answer can’t be everyone. • Objectives: What are you trying to achieve? Is it about listening, talking, or energizing? How will you measure it? • Strategies: What will it look like when you’re done? Start with the end in mind and how relationships will change. • Technologies: What are the tools you plan to use? Don’t pick the tools first.

14. 5 Things to do before you get started • Start using the tools yourself. • Teach stakeholders how to use the tools • Listen to what your constituents are talking about on social channels • Sign up for alerts for topics, your name, etc. • Follow thought leaders

15. Objectives: What’s Success? • Start Small (SMART Goals!)specific, measureable, attainable, realistic, timely • 1 to 3 Objectives, for example • Build Awareness • Drive Action • Advance Engagement • Do they align with the overall Organizational goals? • Put social media into the matrix of your other traditional marketing & communications techniques

16. The People In Your “Neighborhood” • Know how and where to find them, Ask questions first! • Are they already engaged? How do you know? • How do they currently use social media? • Are they nitereested in social media? • What types of brands and other nonprofits are they engaged with? • What type of content do they prefer? • What do they hope to gain by engaging in a social media platform with you? • What tools do they prefer?

17. Commit to the Strategy of Social Media • Do you have the culture & capacity to take on social media? • Experiment with tools, communication frequency, assign a workgroup • Do you have social media policies and procedures?

18. Can your nonprofit’s culture “Shift”? We won’t control the message…. • Talk with stakeholders in your organization before investing in your social media initiative. • Make a list of everyone’s concerns and discuss how they could impact the organization. • Put together an agreed upon response protocol when confronted with these concerns. • Share examples of how other organizations have addressed similar situations

20. Tactics (first) then Tools:5 Rules of Social Media for Nonprofits 1. Listen. Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.

21. 5 Rules of Social Media for Nonprofits • Get involved. Social Media is about conversations and building relationships. It takes effort. Don’t just talk about yourself. Ask questions, engage people and link. Most of all, be inspiring. • Share valuable content, enable sharing for your audience.

22. 5 Rules of Social Media for Nonprofits • Get involved (cont’d)Drive action and build your email list (integration of traditional and new social media techniques.) When asking people to register, show support, download a document, attend a fundraising event – always ask for email addresses & names.

23. 5 Rules of Social Media for Nonprofits 3. Give up control. You can’t control the conversation. If you want people to spread your message, you have to trust them.Listen. Inspire. Engage. Let go.

24. 5 Rules of Social Media for Nonprofits 4. Be honest. You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.

25. 5 Rules of Social Media for Nonprofits 5. Think long term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.

26. Measuring ROI • Analytics: will be based on goals • Raise Awareness Goal will be measured by “Likes” on our new Facebook page. Goal is to have 100 in the first month, 500 by the end of 3 months. • Benchmark: compare to others • time periods in past years, other nonprofits like yours, etc. • Conclusions: Compile data and look at engagement spikes, outliers • How do you retool to make that increase the ‘norm?’

28. Why Nonprofits Use Facebook…. • Pro’s: • Post News and Events to a place where people can see it on a regular basis. • Send out alerts and ask for action without being annoying or clogging people’s email “inboxes” • Get real-time feedback from people who care about your cause. • Build a community feeling. • Con’s: • Many “friends” does not equal many “supporters.” • Facebook not a proven fundraising tool • Confusing “fan pages” vs. individual page vs. “group” page. • People worry about privacy, etc. • Can be time consuming

29. Twitter most likely to turn followers into sales • Twitter most likely to turn followers into sales (or donations) – WHY? • In a survey from ExactTarget, 32% of respondents said they were more likely to buy from a company after following them on Twitter. Only 21% reported that subscribing to a company’s email list makes them more inclined to buy from that company. Bottom Line: It’s important to note that this is a study based on consumer’s perception not consumer’s habits. Twitter and Facebook let businesses get in front of customers on a daily basis while email is often on a weekly or monthly schedule. In order to get the most out of both, businesses must learn to effectively integrate the two. Using email to get into customer’s inbox and social media to generate engagement will be a win-win for any business.

31. Tweeting for Good…

32. Tweeting for Bad…

33. Why Nonprofits Use Twitter… • Con’s: • Personal vs. Professional Voice. What will “be” online? • What’s our personality? • Can be time consuming and “suck you in.” • Pro’s: • Can quickly find those that care about your cause and engage in conversations. • Twitter users proven to be more active and give more money. • Dialogue driven tool. Get feedback from community of users.

34. Video marketing could go viral in 2012 • The results are in for the 2012 Social Media Marketing Industry Report and as expected, The Big Three (Facebook, Twitter, and LinkedIn) continued to drive social media engagement in 2011. • But there were also signs of things to come in 2012. • For example, 76% of marketers said that they had plans to increase their use of YouTube and online video in 2012. Also, 67% said they planned to increase their presence on Google+. Bottom Line: Today, anyone with a camera phone and a YouTube account can use video to tell their company’s story and can share that story by integrating it into their social media and email marketing. Expect 2012 to be a huge year for video.

35. YouTube Stats: 2012 • Do you know that “500 years of YouTube video” are watched on Facebook every single day? • Google has released new statistics around YouTube usage across the world and the world’s favorite video website continues to set new records. Here are some highlights: • 60 hours of video are uploaded to YouTube every minute. This number was only “48 hours” a couple of months ago. • Over 4 billion YouTube videos are viewed a day up from 3 billion so the new channel based layout seem to be doing well for YouTube. • Over 4 billion hours of video are watched each month on YouTube. YouTube, according to the press page, gets around 800 million uniques every month so they still another 50 million to beat Facebook.

36. Raising Our Voice…

37. Why Nonprofit Use YouTube… • Con’s: • Have to purchase technology (Flip Cam or other recording device.) • May need to learn how to embed code on your nonprofit website. • Privacy issues arise for clients or program participants • What’s our personality? • Pro’s: • Puts a “face to a name.” • Gives your nonprofit a personality • Makes the story more powerful • Allows for feedback with constituents

38. What’s a Blog Got to Do With it?

39. How Blog Comments Fed People

40. Why Nonprofits Use Blogs… • Con’s: • People moving away from reading blogs to mediums like Facebook and Twitter. • Need to post frequently to make the blog worth reader’s time. • Worry about negative comments. • Pro’s: • Free tool that basically lets you set up your own webpage. Can include links to other sites, etc. • Can have full access to post as much or as little as you want. • Helps create a personality for your nonprofit • Allows you to get feedback from people who care about your cause.

41. To Sum It Up… • It’s not about the Tools, Its about People & Relationships • Find out what kind you want to have & what tool fits the kind. • Look Inward • Have a Plan • Define (& Measure Success) • Be Flexible

42. Links • http://nyconsocialmediainfo.wikispaces.com