Professional Documents
Culture Documents
What to expect
Going social Where does your non-profit fit in? Facebook is king! Posting is not engagement! Whos on your team? Understanding Social Audiences Where does it hurt? Rubbing the magic genie Making the case for Twitter Non-profits who get Twitter right Do you look like this? Ponder on this Social Faceoff: Facebook vs Twitter Who we are
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Going Social
So you have a social media plan, right? Well, if your non-profit organization is like the majority of others, your greatest challenge probably has a lot to do with getting the most out of social media. More specifically, how do you use Facebook, Twitter, and the various other social media platforms to build cause awareness? How can social media be used to fundraise in support of your organizations development goals? Is the Return on Investment (ROI) substantial enough to make social media worth the time? How can you extend your reach and connect with new audiences and create additional layers of engagement for current supporters? At the time of this writing, Facebook has recently implemented a few changes that will have a significant impact on how a large majority of non-profits use Facebook for marketing and promotional purposes, and many other changes (or improvements as Facebook calls it) are underway. So if Facebook has been the biggest awareness tool that your non-profit has used, how will you adapt and adjust your current use? With an estimated 177 to 190 million Tweets sent per day (yes, that many) and close to 500,000 new Twitter accounts created every day, what chunk of the Twitter pie is your non-profit chewing on? As revealed in the results of the survey of non-profit executives, that piece of the pie is pretty small and many are overlooking the opportunity to connect with new audiences who can potentially become ambassadors and evangelists for your cause. What about Google+ with more than 25 million users and the fastest social network to reach 10 million users in 16 days (Twitter took 780 days and Facebook 852)? Is this even in your radar along with YouTube (with over 92 billion page views per month) and the countless other social media networks available to your organization? This whitepaper investigates how mid-size to large non-profits are currently using social media as an integrated component of their overall marketing and cause awareness strategy. Through qualitative surveying conducted via phone with senior level executives, marketing directors, and development officers, the study gathered insight on current level of engagement and the result thereof and weighed that against how they thought they should actually be engaging social media audiences. The findings of the survey offer insights on how non-profits can optimize their social media engagement so that it is seamlessly integrated into their marketing strategy. The implications will hopefully drive non-profits from experimentation to actual implementation.
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When asked which of the commonly used tools their organization was actively usingTwitter, Facebook, LinkedIn, blog, video sharing sites, and/or photo sharing sites- an overwhelming majority of respondents, more than 95 percent, said they were most active on Facebook. In fact, most if not all of their social media efforts were heavily focused on Facebook. Those who responded to being active on the other sites admitted to their activity being limited to simply maintaining a profile and making periodic posts. The reason why? Most non-profits felt like Facebook allowed more personal interaction with current and prospective supporters and was much easier to implement than say, Twitter.
According to the infographic on the following page, its quite obvious why non-profits prefer Facebook with the social network laiming over 63 percent of the social media market share and 310 million daily unique visitors. Surprisingly, Twitter only has about 1.15 percent of the social media market share, and thats probably because Twitter is still dominated by early adopters. Other interesting Facebook stats: Facebook has over 500 million users Facebook has added over 400 million users in less than 2 years If Facebook were a country it would be the 3rd largest One in every nine people on Earth is on Facebook People spend 700 billion minutes per month on Facebook Each Facebook user spends on average 15 hours and 33 minutes a month on the site 30 billion pieces of content is shared on Facebook each month The average Facebook user has 130 friends California is huge on Facebook with over 15 million users (41% of the population) 70% of users live outside the USA Women aged 55 and up are the fastest growing Facebook demographic in the USA Australians spend more time per month on Facebook than any other country at over 7 hours on average
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Facebook is king!
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For the most part, many non-profits are just scratching the surface and experimenting with social media.
However, when asked to describe their level of activity and how they engage their online community, many admitted that it was all 1-way with little interaction with followers. As explained, their activity was limited to maybe 1-2 Facebook posts on an average day and maybe a handful of Tweets in a week if that. As part of the research, we dug further and analyzed the Facebook pages and Twitter profiles for each responding non-profit and the proof was definitely in the pudding. Non-profits simply arent engaging their community enough, yet they believe that posting is engagement. For the most part, many non-profits are just scratching the surface and experimenting with social media.
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Furthermore, when asked to rate the quality of their organizations communications as it relates to communications planning, media relations, development of marketing materials, online communications, and communications evaluations/metrics, an overwhelming majority of respondents rated evaluations/metrics and communications planning the lowest as being fair and even poor. This is astonishing. If the communications plan is weak or isnt filling the gaps and if communications programs arent being evaluated and measured against benchmarks, then how do you move forward with building cause awareness, soliciting donors, engaging supporters, and cultivating new supporter relationships?
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Help us connect with younger audiences Recruit more volunteers Increase awareness for our cause Connect us with more donors Stay in the know with what other similar organizations are doing Help us promote our fundraising events Help us get more media Improve our external communications Raise more money Connect with external audiences Garner mass support for legislation, advocacy, etc. Increase traffic to organizations website Mobilizing people as advocates
Isnt social media already doing these very same things that non-profits said they would want social media to solve for them?
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Charity: water is a textbook case study of how to do Twitter right using global Twestivals to raise $250,000.
Charity: water shows donors the specific impact of their contributions. Transparency is monumental to their success.
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Results: 3,000 gratitude messages tweeted 1,337 new twitter followers Tweetsgiving top trending for 48 hours 15,830 page views from 7,563 visitors in 101 countries on website 107 press and blog mentions
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Ponder on this
Questions to ask of your non-profits social media strategy
How are you measuring the results of your digital engagement strategy against your non-profits communications goals? What key metrics are you using to measure engagement, awareness, fundraising, etc? How are you integrating your organizations social media efforts into your overall marketing strategy? Where, if at all, have you leveraged social media in support of the organizations fundraising goals? Is your current level of social media efforts building your inner circle i.e. donors, supporters, advocates, etc? Do you know who youre targeting online and have you activated them to action? What type of audience segments are even following your non-profit on your social network profiles? Are you leveraging social media in support of your traditional media tactics?
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Who we are
Blueprint Creative Group
For brands and non-profit organizations who want to improve their internal/external communications, have challenges reaching new audiences, want to refresh their brand, and/or enter new markets, we refine their go-to-market strategies by developing integrated communications programs that execute smart brand positioning, engage audiences more effectively, cleverly shape audience perceptions and move them into action, use digital influence to drive online interactivity, and strengthen visibility to drive bottom line sales and revenue goals.
Contact Us
| www.BlueprintCreativeGroup.com
| @blueprintcg_pr
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