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How to Use Social Media: Digital Marketing Integration

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schuyler
9 diapositives · 272 Views · Jul 17, 2014

How to Use Social Media: Digital Marketing Integration. AGRM Pacific District Conference October 2011. Social Media Study.

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How to Use Social Media: Digital Marketing Integration
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  1. How to Use Social Media:Digital Marketing Integration AGRM Pacific District Conference October 2011

  2. Social Media Study A recent study conducted jointly by NTEN (Nonprofit Technology Network), Common Knowledge and ThePort Network concluded that social media is becoming a more vital part of communication, marketing and fundraising strategies for charities! The study found: • 2010 Facebook use by non-profits hit 86%, which is up 16% over 2009. • Twitter use grew to 60%, posting a 38% increase. • LinkedIn and YouTube remained strong with charity usages of 33% and 48%, respectively. • Myspace was the loser, down 45% from 2009 among fundraisers.

  3. Social Media Study According to this study of 1,173 non-profit professionals, 40% confirmed that they are getting donations from Facebook. However, 78% of these organizations raised $1,000 or less in the last 12 months. So consider these three key benefits from a deliberate and active social media strategy: • Advocacy (YELP Example) • Brand enhancement • Development of younger donors

  4. Social Media Integration • Be Brand-Centric® • Your Website is Your Hub. • Push People to Your Site. • Digitally (E-blasts, Twitter, Facebook, LinkenIn, Google+, etc.) • Print • P.R. • Remember Social Media is Social. • Be Conversational • Be Consistent • Be Careful

  5. Case Study:

  6. The Opportunity: • Many past and present NBA players are B&GC alumni and outspoken supporters. • L.A. Mayor Villaraigosa, also a B&GC alum, could be helpful. • With the storied rivalry between L.A. and Boston NBA teams, the opportunity was ripe for a cause-related marketing connection. • With just two days notice, Brewer Direct was asked to brainstorm, create and implement an integrated digital media campaign.

  7. The Campaign • We were not granted use of the NBA team logos… • So a “Basketball Fan Challenge” between L.A. and Boston was launched seeking donations to each city’s respective Boys & Girls Club. • Unique URLs, BeGreatLA and BeGreatBOS, were formed with connections on Facebook Fan Pages, Twitter and Mobile Giving accounts all using the BeGreat brand. • Mayors and past NBA Players conducted press releases. • E-Blasts were sent throughout the campaign. • No print media was used.

  8. The Results • The NBA series lasted seven games which allowed the maximum time for marketing and fundraising. • Over $400,000 was generated across both markets in under two weeks. • Total cost of the campaign was less than $10,000. • The social media applications created buzz and drew hundreds of interested parties. • 95% of the income came from traditional fundraising (matching gift, phone calls to major donors, website giving).

  9. Testing the QR Technology1-Cup Campaign®