Social Technology for Social Good:
How Non-Profits Can Use New Media to
Achieve Their Goals
Introductions
James Tinsley – tinsley_james@gsb.stanford.edu
Jim Tomczyk – tomczyk_jim@gsb.stanford.edu
Anneke Jong – jong_anneke@gsb.stanford.edu
What is Social Media?
And why is it important?
What do you think of…
…when you think of social media?
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What is social media?
The use of web and mobile technologies to turn the communication of
information into an interactive experience.
• We’ve digitized the social graph
• Connections and networks are now recorded online
• Why social media changed the game:
• Makes things personal
• Improves the user experience
• Facilitates connections
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Why should you use social media?
“We have to keep
up with trends”
“Everyone else is
doing it”
“Our brand needs
to be young and
hip”
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Why should you use social media?
There is only one reason:
Because it helps you achieve a measurable goal.
• 10,000 new sign ups for the mailing list
• 200% increase in volunteer hours
• 50% improvement in donor engagement
• 75 personal stories from the community about our programs
• 1/3 reduction in junk food consumption by teens
• 45% increase in awareness of important statistics
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Social media is important for non-profits
Many tools are low- or
no-cost
Online identities yearn
for “good”
Personalize and amplify
your message
Puts non-profits on even
footing with for-profits
There is great demand
to identify with social
causes
Social sharing increases
visibility for your cause in
an authentic way
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Understanding the social media landscape
Social Networks
Blogging
Microblogging
Videos
Photos
Location
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Understanding the social media landscape
Q&A
Link Shortening
Social Promotions
Reputation
Discovery
Fundraising
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It can be hard to know where to start
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Here’s what you need to know…
These are the most relevant social media platforms/tools
•
In a phrase: “Put your whole life online”
•
Great for: Identifying with a cause
•
In a phrase: “Short real time communication with anyone”
•
Great for: Connecting directly with stakeholders
•
In a phrase: “The world’s video repository”
•
Great for: Publishing meaningful content
•
In a phrase: “Personally meaningful online advertising”
•
Great for: Running social media campaigns
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Facebook
• Likes
• Shares
• Social advertising
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Twitter
• Tweets and Retweets
• Mentions (using “@”)
• Hashtags
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YouTube
• A great way to tell your story
• Viral videos inspire people to share
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Bre.ad
• Free promotions on brand new real estate
• Amplify your message through supporters
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Goals and Measurement
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Define your goal
It’s easy to get lost in tactics and forget about strategy
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Goals for nonprofit social media marketing
Increase brand awareness
Manage reputation
Generate audience engagement
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Reminder: you are what you measure
Make sure you measure success based upon relevant metrics
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Goal 1: Increase brand awareness
Have you heard of me?
•Fan & Follower counts
•Number of Shares/Retweets
•Storytellers
•Potential reach
Who’s talking about me?
•Influencer scores
•Demographic analysis
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Goal 2: Manage reputation
What have you heard about me?
• Comment scanning and filtering
• Trend collection
• Time to response
• Net Promoter Score
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Goal 3: Generate audience engagement
How do we interact?
• Likes, comments, posts
• Shares and (re)tweets
• App downloads and usage
• Votes
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3 Case Studies
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Building an Audience – The We Day Campaign
Goal: Capture the excitement and Fanbase of We Day into
a re-marketable group, so they could have a relationship
with the kids throughout the year, not just on We Day.
Tactic: Leveraging an existing donation, We Day promised
Facebook
that for every
‘Like”,
$1 would be
donated to
“Manyusers
companies
that
ALREADY
donate
to the cause. Every Like was rebroadcast in a user’s
gain visibility
if they
couple
their
donations
Facebook
feed generating
countless
earned
media
impressions.
promotions.”
Results:
nonprofits
with social
- Momentus Media
•from 0 to 500,000 Likes in four months
•12.5% of Canadians 13-25 years old have become fans
•Can now reengage w/ those users, promote agendas,
promote adjacent organization agendas
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Activate the Crowd
Goal: Use active donors as an amplifier to
spread the cause
Tactic: After making a donation, DonorsChoose will mention that donor in
their twitter feed. Donors then retweet that mention in order to show their
association with the organization, spreading the message throughout their
social graph.
Results:
• Due to friend influence, for every $1.00 donated, DonorsChoose will get
$1.50 over the next 3-4 years
• 88,189 Followers on Twitter
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Stay Focused
Goal: Establish a social media presence and learn
how to engage with key stakeholders
Tactic: Beginning with Facebook, YouTube, and
Flickr, and then moving to Twitter, New Door found
new ways to connect with its stakeholders to share
updates about its day-to-day operations, celebrate
its successes, and link with similar organizations
Results:
•Built up almost 600 Facebook Fans and 141 Twitter Followers
•Connected with partner organizations and shared each other’s successes.
Through (re)tweeting, New Door was able to grow these relationships
Next Steps:
•Refine who the audience is, and who New Door wants them to be
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Let's apply what we've learned
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Introducing:
Kanisha Agarwal
Jennifer Lu
About the San Francisco SPCA
Founded in 1868, the San Francisco SPCA is one of SF’s
most respected institutions and a national leader in
innovative programs to save homeless dogs and cats.
The SF SPCA is committed to trying to find a home for
every adoptable animal taken into the shelter. Each year it
finds homes for thousands of dogs and cats.
The SPCA veterinary hospital currently provides care to as
many as 30,000 animals each year, and it produces a
financial surplus that helps fund other SPCA services.
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San Francisco SPCA Social Media Goals
1. Leverage social media to raise awareness of our
veterinary hospital – everyone knows the SF SPCA as a
shelter/adoptions center but few know about the hospital
2. Drive conversion from comments, Likes, and shares on
social media to actions—i.e. volunteering, donations,
adoptions
3. Use social media to increase visibility and attendance at
special events like Macy’s Windows, Dogma, etc.
4. Engage social media as part of the media mix for an
effective campaign against puppy mills
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Let’s Begin…
We will divide into 4 groups, each with one student facilitator:
James Tinsley
Jim Tomczyk
Rosaria Mannino
Julian Jordan
Your team will have 25 minutes to come up with a social media strategy to meet
its goal.
At the end of 25 minutes, each team will have 1-2 people present their team’s
strategy, and will receive feedback from the student facilitators.
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Wrap-up and Questions
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