Using Online Marketing &
Social Media to Make a
Difference
New Mexico CASA
March 31, 2011
Albuquerque, NM
Jan Zimmerman, Author
Web Marketing for Dummies &
Social Media Marketing All-in-One for Dummies
Watermelon Mountain Web Marketing
www.watermelonweb.com
info@watermelonweb.com
4614 Sixth St. NW, Albuquerque 87107
505.344.4230
© 2011 Watermelon Mountain Web Marketing
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What You’ll Learn Today
• An overview of social media services
• An overview of other helpful online marketing
tools
• How to use social media and other online
techniques for reaching target audiences
• How to use social media and other online
techniques to enhance internal communications
© 2011 Watermelon Mountain Web Marketing
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Self-Assessment Tool
What resources, skills, and assets
do you have to use online
marketing tools?
Please start filling out the SelfAssessment handout
© 2011 Watermelon Mountain Web Marketing
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What Makes A Medium Social
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Communications tool for listening
Starts conversations
Encourages people to pass it on
Finds ways to travel on its own
Invites comments and feedback
It’s a monolog - not a dialog - until
someone responds!
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Social Shmocial
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Facebook
Twitter
Blogs
Photo Sharing Sites (Flickr)
Video Sharing (YouTube)
Other Social Media Sites & Tools
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geolocation & meet-up services
online communities
LinkedIn
bookmarks
© 2011 Watermelon Mountain Web Marketing
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Facebook
www.facebook.com/thelampnyc?sk=wall
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Twitter
http://twitter.com/#!/Samasource
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Blog
http://farmsanctuary.typepad.com/sanctuary_tails/201
1/03/reel-life-video-series-episode-six.html
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Flickr Photo Sharing
www.flickr.com/photos/centerforsacramentohist
ory/sets/72157626294990430/detail
© 2011 Watermelon Mountain Web Marketing
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YouTube Video Sharing
www.youtube.com/samasource
© 2011 Watermelon Mountain Web Marketing
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Foursquare
http://foursquare.com/venue/4431027
© 2011 Watermelon Mountain Web Marketing
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Meet-Up
www.meetup.com/actsofkindness
© 2011 Watermelon Mountain Web Marketing
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Meet-Up (Volunteering)
www.meetup.com/VolunHeroes
© 2011 Watermelon Mountain Web Marketing
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Ning Online Communities
www.metrowestnonprofitnetwork.org/?xp_search=nonprofit
&xp_search_page=2&xp_search_pos=5
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LinkedIn
www.linkedin.com/company/530843
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Some Social Bookmark Sites
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stumbleupon.com
delicious.com
diigo.com
faves.com
google.com/bookmarks
linkroll.com
Bookmarks.yahoo.com
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Oldies But Goodies - with a Twist
• Web site
– Search engine optimization
– Social Sharing and Follow Me buttons
• Message boards & chat rooms
• E-mail newsletters
• Press releases online + social news
services
• Pay-per-click campaigns
• Other resources
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Website with Social Media Chiclets
www.samasource.org
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Web Site with Social Sharing
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Message Boards/Forums
www.pandys.org/forums
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E-mail Newsletters
www.rgbink.ca/alz.html
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Press Release
http://express-press-release.net/74/First-Nations-AnnouncesHistoric-Opportunity-Tribal-Philanthropy-40918645.php
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Some Social News Services
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buzzup.com
digg.com
dropjack.com
fark.com
mixx.com
newssvine.com
reddit.com
sphinn.com
twingly.com
buzz.yahoo.com
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Google PPC Advertising
www.google.com/grants
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Other Resources: Third Party Sites
• NPO Networking/Volunteer Matching Sites:
– jumo.com, idealist.org
• Petition Sites: change.org
• Fundraising Sites:
– crowdrise.com, givezooks.com, razoo.com
• Specialty Sites: missionfish.org
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Volunteer Recruitment
jumo.com
© 2011 Watermelon Mountain Web Marketing
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Givezooks (Donate & Fundraise)
http://storytellercenter.givezooks.com/campaigns/campaignfor-the-future
© 2011 Watermelon Mountain Web Marketing
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Change.org (Petition Website)
www.change.org/bestfriends
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Fundraising on eBay
MissionFish.org
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Know Thyself!
Understand your goals
Set measurable objectives
Know your audience
Get the essentials down first
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Basic Principles
• Use a tool only if it enables you to reach your
target audience
• You must have a core Web site or blog with your
own domain name as landing page for traffic
• Most social media work better for branding and
communications than for donations or sales
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Define Your Target Audience(s)
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Press
Current & Prospective Members
Current & Prospective Donors
Current & Prospective Volunteers
Event Attendees
People who benefit from your services
Colleagues
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Time for a Break!
• 10 minute break!
• Complete Forms 2, 3, 4
• Review Results
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Part 2: Becoming Familiar with
Social Media
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Facebook
Twitter
Blogs
Flickr
YouTube
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Facebook Essentials
• So many people use Facebook that many of your
target audiences are probably there
• Fans get info without navigating to your site
• Privacy is a huge issue with Facebook
• Plan for 8-16 hours upfront and 2-3 hours/week
maintenance
• Post at least weekly; more is better
• Need to acquire “fans” with an active campaign
and calls to action
• Optimize for search engines; link to site
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Who Uses Facebook
www.quantcast.com/facebook.com
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How to Use Facebook
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Post updates, links, photos, videos, petitions
Increase feedback and discussion
Drive traffic to your Web site
Build an email list
Attract event attendees
Get people to take action
Encourage donations & volunteers
– better when requests come from Fans
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Facebook
www.facebook.com/redcross
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Facebook Event Publicity
www.facebook.com/event.php?eid=126837997369135
© 2011 Watermelon Mountain Web Marketing
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Facebook Groups
www.facebook.com/#!/group.php?gid=43630669656
© 2011 Watermelon Mountain Web Marketing
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Facebook Donations
www.facebook.com/savethechildren?sk=app_6009294086
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Facebook Causes App
www.facebook.com/#!/causes
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Twitter Essentials
• Messages (“tweets”) limited to 140 characters via
computer or cell phone
• Use tools like SnipURL or bit.ly to shorten URLs
• Post at least daily; more is better
• Allow 1-2 hours/week
• Use tools like TweetDeck to schedule tweets in
advance & to cross-post to Facebook and/or blog
• Follow to gain followers
• Retweets spread the message
• Optimize for search engines; link to site
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Who Uses Twitter
www.quantcast.com/twitter.com
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How to Use Twitter
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Connect with like-minded organizations
Connect with the media
Ask questions, survey users
Engage people with frequent updates
Real-time or near real-time updates, e.g. news,
events, rallies, conferences
• Coordinate group in real time
• Remember:
– 5% of twitter users account for 50% of tweets
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Twitter Hashtags Help Identify
an Audience
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Twitter Frequently for Events
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Blog Essentials
• Can be used as platform for primary Web site
• Online site for posting updates, often with a
personal perspective
• Posts appear in reverse chronological order
• Can include text, photos, video
• Post at least weekly
• Allow at least 3 hours/week - more is better!
• Use open-ended queries and request feedback
• Optimize for search engines; link to site
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How to Use Blogs
• Publicize your expertise
• Promote your cause or educate people
• Tell stories about your day-to-day work (very
powerful)
• Engage people in your decisions or work
• Promote your Web site and online information
• Must have good writers, or those willing to share
the responsibility
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Flickr Essentials
• Can use creatively for collaboration and community
building
• Document events and projects
• Allow others to post their photos and encourage
comments; must be sure you have permission
• Get permission from anyone whose face appears in a
picture; parental permission for children; privacy is an
issue!
• Use CreativeCommons.org to set copyright level for
your pictures
• Optimize for search engines; link to site
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Who Uses Flickr
www.quantcast.com/flickr.com
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How to Use Flickr
• Obtain and display photos from a dispersed
members of a group
• Auto-post to Flickr from Facebook and blogs
• Participate in Flickr photo groups & discussions
to find partners and supporters
• Find people posting pictures of your organization
or events
• Run a photo contest
• Good photography makes a difference; time
variable. Allow up to 1 hr/week for Flickr
© 2011 Watermelon Mountain Web Marketing
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Flickr Groups
www.flickr.com/search/groups/?q=water quality
© 2011 Watermelon Mountain Web Marketing
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Flickr Event Documentation
www.flickr.com/photos/browncounty4h/sets/72157622627459272
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YouTube Essentials
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Often used as a passive video storage site
Keep them short, funny, try to “go viral”
Production quality is an issue
Create your own channel; get listed as NPO
Re-use PSAs, clips of films made for a fundraiser
Allow about 1 hour/week for uploads; production
may be time-consuming
• Optimize for search engines; link to site;
watermark videos with your domain name
© 2011 Watermelon Mountain Web Marketing
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Who Uses YouTube
www.quantcast.com/youtube.com
© 2011 Watermelon Mountain Web Marketing
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How to Use YouTube
• Encourage conversation around videos
• Spread the word and encourage sharing of links
• Use calls to action to “vote” videos up based on
views
• Ask supporters to contribute videos
• Run a video contest
• Cross-link to videos on all Web presence
• Add a Donate button
© 2011 Watermelon Mountain Web Marketing
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YouTube for Non-Profits
youtube.com/nonprofits
www.youtube.com/channels?s=mv&t=a&g=7
© 2011 Watermelon Mountain Web Marketing
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Time for a Break!
• 5 minute break!
• Please arrange your
chairs into groups of 3
for the team game to
follow.
• Social media
marketing game &
reporting
© 2011 Watermelon Mountain Web Marketing
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Using These Techniques to
Improve Internal Communications
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Groups (Facebook, Google, Yahoo)
Email
Meet-ups
Blogs for education and training
On-site communities
Message boards & forums
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Yahoo or Google Groups
http://groups.yahoo.com/group/NonProfitNetworking
© 2011 Watermelon Mountain Web Marketing
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Meet-Up (Volunteering)
www.meetup.com/nourishingnyc
© 2011 Watermelon Mountain Web Marketing
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Meet-Up (Networking)
http://nonprofit.meetup.com/cities/us/dc/washington
© 2011 Watermelon Mountain Web Marketing
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Ning Community for Training
http://geographical.ning.com
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Internal Message Boards/Forums
www.acamessageboards.org/forum/ubbthreads.php
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Planning Your Marketing
Campaigns
• It’s better to use 1-2 channels well than to use
many poorly
• Rule of thumb: 2 hours/week/channel
• Take advantage of existing resources and skills
• Match your channels to your goals and audience
• Establish baseline frequency and stick with it
• Supplement with offline marketing (direct mail,
events, press releases, etc.)
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The Secret to All Marketing
Magic
The
audience
always
comes
first.
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