JH Slides Value Added SM

Value Added Social Media Neesha N. Rahim

The Osborne Group [email protected]

Where’s the Value? • Build Trust

• Raise Money

• The Role of Mobile

• Measuring Success

• Homework

Americans and Trust (US News & World Report June 2012)

• The proportion of Americans who say they trust Congress is at 13 percent. Those who trust the presidency and the Supreme Court: 37 percent. Only 21 percent of Americans trust big business or banks. Even educators breed suspicion these days, with just 29 percent of Americans saying they trust public schools.

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More News, Less Trust

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Reality (infographic -http://columnfivemedia.com/work-items/good-infographic-views-on-the-news/)

Impact Ratings

Bad News = Opportunity

• A survey by Merrill Lynch of rich people found that over 94% trusted non-profit organizations (business won a 68% rating and government a paltry 32%). - Reported by

http://www.economist.com/node/17461445

• 71% of Americans in general trust nonprofits more than they trust government or industry to address some of the most pressing issues of our time, according to a 2010 survey released by American Express. (http://www.nynp.biz/breaking-news/4069-70-of-americans-trust-nonprofits-more-than-

government-or-industry-)

Value of Trust

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Importance of CEO on Social Media - (http://www.ethority.net/

blog/2012/04/03/social-media-impact-ceos-reputation-image-twitter/)

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Authenticity Rules

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The Rule of 1/3rds (Katya Anderson - Nonprofit Marketing Blog)

Content Curation

• Curation is all about helping your audience dive in and make sense of a specific topic, issue, event or news story. It is about collecting, but it is also about explaining, illustrating, bringing in different points of view and updating the view as it changes. It is also about sharing with your community – not passing along stuff that you have not read or contextualize or shooting out links. But engaging in dialogue to help them make sense. - Beth Kanter

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Data Collection vs Insights (“I Love Charts” by Jason Oberholtzer

& Cody Wesphal)

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Content Curation - See Beth’s Blog (http://www.bethkanter.org/)

Blackbaud Data

• Participants who use online tools raise six times more than non-users

• Participants sending appeals through email, Facebook, and Twitter increase their fundraising effectiveness by up to 40%

Social Media Fundraising That Works

Crowd Sourcing

Who You Know Who Knows You!

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Website Matters

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The Fundamental Lesson *Patrick Boggen, Tarnside Consulting, UK

High

Giving

Low

Low INVOLVEMENT High

Awareness Interest

Engagement

Commitment

Ownership

Taking Personal

Responsibility

We forget 50% of what we heard immediately after a

10min lecture

We remember 70% of what we said.

We believe ourselves.

The conversations we enjoy the most are the ones where

we speak the most.

Listen First

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Asking Strategic Questions (see Buddy Media)

• Hit “like” if you...

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One Thing Doesn’t Change

• Text calls to action yield a 4-5 times greater response rate than any other call to action, when presented in media such as television and radio. (mobile commons)

• Over 96% of Americans own a mobile phone; in fact, 27% of US households are mobile only. (mobile commons) Nielson says that 48% of all US adults own a smart phone (2012).

• The Humane Society raised 77% more money when they combined text messaging with email in a fundraising campaign. (mobile commons)

• Allows geotargeting

• 19% would rather text a donation to a cause or nonprofit organization than through other means (e.g. – write a check or donate online) -2010 Cone Text-to-Give Trend Tracker

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Online Opt-In (Grizzard 2012)

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What Women Want (Grizzard 2012)

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Spending Time (Grizzard 2012)

EVERY Opportunity Should

• Deepen engagement

• Bring out the inner super hero

• A moment to LIVE the impact

Measurements

OFFLINE Metrics:

•Retention, Upgrades, Giving to Capacity

ONLINE Metrics:

•Page Views, Unique Visitors, Page Entry/Exit, Time on Site, Bounce Rate, Search Words

Homework

28 Days to Make a Habit!

• Choose two nonprof CEOs to follow. (Ex: Jacqueline Novogratz – @JNovogratz CEO, Acumen Fund (@acumenfund); Matt Flannery – @MattFlannery Co-Founder/CEO Kiva.orgKiva.org)

• Monitor their social media presence

• List two things you like, two things you don’t like and one thing you’d do differently.

ADD VALUE!

•Point out something that was missed

•Make it personal - how does this apply to you?

•Extend an idea

•Ask “what if”

•Look backward

•Look forward

Then Comment

Be in touch:

[email protected]

This presentation is the copyrighted property of The Osborne Group, Inc. (TOG)

It cannot be used, copied, sold or given away without written permission from TOG.

Thank You!