MARCOM 2011 SOCIAL MEDIA FOR SOCIAL CHANGE

SOCIAL MEDIA

for

SOCIAL CHANGE

Stacey Diffin-Lafleur Senior Director, Marketing and Communications United Way Ottawa Stacey Diffin-Lafleur is an innovative senior communications strategist with more than 18 years of experience in the high tech and communications and non-profit industries. Versatile with extensive experience in media relations, marketing communications, investor relations, internal communications and analyst relations she is consistently recognized for delivering superior results. Stacey is highly effective in creative uses of emerging communications tools and passionate about the potential for Social Media. Stacey is the Senior Director of Marketing at United Way Ottawa where she leads the web, writing, media relations and special initiative communications activities for the organization. She has worked in the past in marketing and communications roles with Chipworks, Tundra Semiconductor, Accelight Networks, Stentor, and Telesat Canada.

Keenan Wellar Co-Founder and CEO LiveWorkPlay Keenan Wellar is co-leader of Ottawa-based charitable organization LiveWorkPlay.ca, which supports people with intellectual disabilities to experience life as included members of the community. Keenan’s abilities in marketing and communications have been reflected most profoundly through the organization’s media relations and robust social media strategy. At a time when voluntary organizations are struggling with succession and sustainability, LiveWorkPlay has grown its volunteer core and diversified its funding. Recognized in 2010 with a United Way Ottawa Community Builder Award, Keenan is an active community volunteer, providing pro bono workshops for non-profit organizations at local, provincial, and national events. He has an MA in Applied Linguistics and a Professional Certificate in Public Sector and Non-Profit Marketing from the Sprott School of Business.

Our Social Media Odyssey

June 2011

Stacey Diffin-Lafleur

5

Intro

• @theStacey - a little bit about me and this presentation

• What is United Way Ottawa?

1. Why social media?

2. Barriers? Who said barriers?

3. Where we started

4. Tools we used

5. Results

6. Lessons learned

6

Who we are

• NPO – Ottawa chapter established 1933

• Building stronger, healthier communities

• Engagement is our business

• Workplace campaign model – 1800 campaigns; 14,000 volunteers

• We market on a shoestring – volunteer support is key

7

Demographics of who’s doing

what…

8

Stats

“We don’t have a choice on whether we do

social media, the question is how well we do it.”

-Erik Qualman (Socialnomics)

9

Did we have any barriers? Yep.

• Corporate culture

– IT owning gateways (no Tweetdeck,

sites blocked, no access to Myspace,

bandwidth restrictions)

– Facebook and Twitter … those are for

playing… not for working

– Hey….we’ve always done it this way

– Fear of letting go – losing control of

the messages

10

Baby steps…

• Basic website

– No robust online donation

tool

• EBlasts

– Really just invitations

• E-newsletter

– Low subscriber base, not used to engage

All push marketing, no conversation…

11

Broadening our reach to meet…

• Home-based business

• Entrepreneurs

• Smaller retail outlets

• Students

• Next Gen

• Everyone who’s not part

of a workplace campaign

12

We changed it up

• And..

– met a lot of the SM folks in town and

out, asked a lot of questions, ate a lot

of lunch

– Held a SM lunch and learn for United

Way staff to demonstrate potential

– Got the Director’s Network at United

Way Ottawa using Yammer

13

We changed it up

– Used Twitter and Facebook to promote the Malcolm

Gladwell visit…a lightbulb went off in the organization

– Put a plan in place…

…and the rest is history

14

15

Next Step: Let’s start the

conversation

• Met service partners @ twestival

• Desire to do more SM outreach

• Build deeper/personal engagement w/ UW

• Recognized the power of “trusted networks”

• Began outreach tools development

16

One of our SM tools

• Record.Share.Donate.

• Speaker’s Corner

18

Our SM tool (mobile)

19

Our SM tool

• Other UWs excited about potential

• Sponsor came forward

• Building more tools and expanding reach

20

Some results

• 68% year/year increase in page views at www.unitedwayottawa.ca

• 6,500 pageviews of donated video page on United Way Ottawa site

• 200+ user generated videos submitted

• Nearly 200% increase in total online $$$

• Tripled the # of online donors

• More than 1,500 people follow United Way Ottawa’s official account on Twitter – grows daily

• More than 3,000 my colleagues, this add up to reach!

21

Some results

• Using mail platform to track our EBlasts and open rates and fine-tuning

• Schmoozefest sold out (past attendance was low)

• Kindness – reached 27,000 people in one day with <50 tweets

• New people involved with us? Yes.

22

See anyone you know?

23

And in video…

24

Lessons I’ve learned

• Set clear, realistic objectives

• Start small – do it well – then grow

• Not everyone will get on board -

immediately

• Measurement – be prepared to defend

your results – not a traditional

transaction – it’s just not linear anymore.

25

Lessons learned

• Work within corporate culture to help

more senior execs and busy VPs to

understand the value of Social Media –

get them involved, show them results,

engagement will follow. – St. Bernard Project/UW Nt’l Conference

– Facebook help from employee body – engage,

harness, share

– Bloggers invited to events as media - good ideas

spread. It’s all about telling the story to the right

people.

26

Lessons learned

• Listen, ask questions, don’t be afraid to get

involved

• SM is a great engagement and awareness

tool and a low-cost, high return piece of our

overall marketing strategy

27

Changes we’ve made happen

• No webmaster – now an Online

Experience Officer…(found via Twitter)

• No longer just a media site – now a

newsroom

• No longer static content - now a

conversation

28

Questions….

• Thank you

@TheStacey

Will your social media strategy get you murdered in a lake?

Keenan’s social media passion: made, not born!

Found guilty of a crime Against society

Found guilty of

having an intellectual disability

LiveWorkPlay

Turning moments into movements

The situation for people with intellectual disabilities in my community of Ottawa and in general across Canada is that only about 1% own their own home, and only about 10% rent their own home – so we have some 90% of individuals living in some type of institutional residence.

A life transformed, a community transformed

LiveWorkPlay

Turning moments into movements

Website and Partner Websites

715 Views of Moira and Caroline [So Far]: Important Events Analytics

Social media analytics bring surprising levels of understanding and transparency to relationships

I-J: Posted on Facebook and LiveWorkPlay.ca

H: Posted on WordPress at keenan.wellar.ca

F-G: Shared with YouTube friends/subscribers

C-D-E: Featured in stories on partner websites

A-B-C: Post-conference presentation buzz

For some,

social media is understood as a tool, a job, a skill, a choice…

For me and others,

social media is understood as the most profound confluence of human discourse the world has ever seen…

When pursuing social change – whether it is a community where people with disabilities belong, or another desired social transformation – how leaders (both individuals and organizations) choose to understand social media has profound consequences for themselves and the world.

Marketing? Me? No no no, I work for a charity!

Hello, my name is:

LiveWorkPlay Marketing

Budget!

Where it all started…

Top 30 20 in Canadian non-profit

community?

If only we’d been trying!

(YouTube is more than kittens and hits to the groin)

Being completely current on social media is a simple matter of the impossible, so

reinvigorate your joy of discovery!

My advice is learn all the tricks you can while you’re young!

Is your organization engaged in marketing?

How well is your organization positioned in the competitive world of social marketing?

Do you have an integrated social media strategy?

How can social media help improve the rest of

your marketing and communications work?

Are you concerned with outputs or outcomes?

Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits!

“Master of the obvious” questions and statement…but…

Looking at how survey respondents use commercial social networks, the most popular role is:

1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks.

2) the second most popular role is for fundraising (45.9%).

3) third program delivery (34.5%)

4) fourth market research (24.3%)

It’s not like Keenan shaves his head and wears black…

Seth Godin on leadership:

Leadership is scarce because few people are willing to go through the discomfort required to lead. The scarcity makes leadership valuable. If everyone tries to lead all the time, not much happens. It’s discomfort that creates the leverage that makes leadership worthwhile…if everyone could do it, they would, and it wouldn’t be worth much. It’s uncomfortable to stand up in front of strangers. It’s uncomfortable to propose an idea that might fail. It’s uncomfortable to challenge the status quo. It’s uncomfortable to resist the urge to settle. When you identify the discomfort, you’ve found the place where a leader is needed. If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader.

Some non-profits may fear that social media resistance is futile…

Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…

To err is human!

But we can adopt marketing Strategies that aren’t doomed to fail from the outset…

Do as we say, not as we do:

social media engagement (non) strategy

Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our press

releases on Facebook, you should check those out and make a donation!

The conversation

might lead somewhere but it definitely didn’t

start with an ask for $20 before you’d

start conversing!

Monetizing social media is like monetizing the conversation

you had while waiting for your mocha java!

Do your practices alienate young people?

Treating Facebook updates and

Twitter tweets the same?

You are losing out with one or

both audiences.

You are putting disregard for

authenticity on public display.

On Twitter, 95% of re-tweets happen in the first hour!

On Facebook, updates have a full day life span!

Are you expecting a mob of supporters to magically appear?

Charity begins at home – build your tribe!

The perfect social media

storm…

Not an act of God, an

outcome of a marketing

plan!

Andrea and I are interested in training with a team of LiveWorkPlay members to participate in this fun event

either by walking or jogging the 2K, 5K, 10K, or half marathon.

Social Media “Loss Of Control” Can Be A Great Thing!

Looking at how survey respondents use commercial social networks, the most popular role is:

1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks.

2) the second most popular role is for fundraising (45.9%).

3) third program delivery (34.5%)

4) fourth market research (24.3%)

Contact information and slides (available next week):

http://tiny.cc/marcom2011

@keenanwellar