R2iSMASH™: Tapping the Social Web to Reach Potential Members & Build Your Online Community
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This document summarizes a presentation by R2integrated about using social media to build online communities. R2integrated is a full-service digital marketing agency with over 90 employees specializing in social media, websites, and technology. The presentation discusses challenges non-profits face, the importance of social media, best practices for social media use, and how to measure social media effectiveness. Key recommendations include using social media for insights, distribution, community building, and bridging owned and unowned platforms through analytics.
R2iSMASH™: Tapping the Social Web to Reach Potential Members & Build Your Online Community
- 1. R2iSMASH™: Tapping the Social Web to Reach Potential Members & Build Your Online Community
- 2. R2INTEGRATED: WHO WE ARE Who We Are And how to talk about us… @cchodnicki @saminj58 #YAA2011 @R2integrated Chris Chodnicki Samantha De Vita Chief Technology Officer Director, Marketing cchodnicki@r2integrated.com sdevita@r2integrated.com 410.327.0007 X1123 410.327.0007 X2132 @cchodnicki @saminj58
- 3. R2i AT-A-GLANCE: OVERVIEW Full Service Social & Digital Marketing Firm At-A-Glance: Founded in 2007 90+ Full-Time Staff: Engineers, Designers, Social & Digital Marketing Analyst Locations in: Baltimore (HQ) • Seattle • St. Louis • Washington, DC. • Boston Specializing in: Digital & Social Marketing Website Creation CMS, AMS & CRM Platforms Technology Experience & Partnerships: Clients Include:
- 4. R2INTEGRATED: WHAT WE DO R2integrated: What We Do A full service digital marketing and technology agency, that powers the integrated cross- channel marketing of organizations with solutions designed to drive awareness and engage customers, while remaining focused on capturing market share in a digitally networked world.
- 5. R2INTEGRATED: AGENDA Agenda • Challenges Facing Non-Profits & Associations • Social Media & Why it Matters • Understanding Social & Your Audience • Social • Aggregation & Community Building • Social Done Well • R2iSMASH™: Social Aggregation Put to Work • Social Media: Breaking it Down • 4 Ways to Use Effectively Use Social Media • The Importance of Social Analytics • Social Bridging & Score Cards • Long-Term Success in the Social Landscape • Key Takeaways
- 6. R2INTEGRATED: CHALLENGES Challenges Facing Non-Profits & Associations
- 7. R2INTEGRATED: WHY IT MATTERS
- 8. R2INTEGRATED: WHY IT MATTERS
- 9. R2INTEGRATED: WHY IT MATTERS
- 10. R2INTEGRATED: WHY IT MATTERS Very effective Somewhat effective
- 11. R2INTEGRATED: COMMUNITY BUILDING Social Aggregation & Community Building The Importance of Year Long Community Building Membership Dues Fundraising Donors Sponsors
- 12. R2INTEGRATED: SOCIAL DONE WELL
- 13. R2INTEGRATED: SOCIAL DONE WELL
- 14. R2INTEGRATED: SOCIAL DONE WELL
- 15. R2INTEGRATED: SOCIAL DONE WELL
- 16. R2INTEGRATED: SOCIAL DONE WELL
- 22. R2INTEGRATED: AGGREGATION AT WORK
- 23. R2INTEGRATED: AGGREGATION AT WORK
- 24. R2INTEGRATED: AGGREGATION AT WORK
- 25. R2INTEGRATED: AGGREGATION AT WORK
- 26. R2INTEGRATED: SOCIAL MEDIA Breaking It Down… Now what?
- 27. R2INTEGRATED: 4 WAYS TO USE SOCIAL MEDIA 4 Ways to Use Social Media 1. Use social media for market research & insights: Monitor the conversation to obtain a real time understanding of the perception & sentiments around your campaigns & brand 2. Use social media to accelerate message distribution: Architect content for social sharing so that it becomes a social object that carries your mission & can be integrated across the social media environment 3. Use social media to create & build your own community: Optimize your “owned” communities to deliver real value & build a presence that encourages conversation and engagement 4. Use social media to reach an already existing community: Build true relationships with community members, evangelists, steak holders, & influencers
- 28. R2INTEGRATED: UNDERSTANDING Social Audits: Understanding Social & Your Audience Curating Producing Commenting Sharing Watching Credit: Charlene Li
- 29. R2INTEGRATED: SOCIAL MEDIA Social Media Marketing is NOT About One Silver Bullet One hit wonder campaigns lead to short-lived pinnacles of engagement as campaign resources are exhausted & brand advocates go un-nurtured. Advocates Investing in Loyalty & only 1 big retention campaign suffer with this approach Time
- 30. R2INTEGRATED: SOCIAL ANALYTICS The Importance of Social Analytics Are you just talking to yourself?? • A social audit allows you to see who is engaging with your community & who isn’t: • Evangelists & stakeholders are promptly identified & rewarded • Engagement process becomes more efficient & effective on owned & un- owned properties • Identify content that's working & where it’s successful: • Create more compelling shareable content • Reach & relevance are highly targeted • Community engagement be comes organic on both sides: • Community does the work for you • Brand engagement becomes more strategic
- 31. R2INTEGRATED: SOCIAL BRIDGING Programmatically Bridge People, Places & Content Across “Owned & Un-owned” Channels Execution plan Insights and deployed across Test, learn, recommendations channels (owned manage and for activation and and un-owned) optimize What are the engagement access points, content, platform assets and conversations ID the people, where we can places and engage? content that can be leveraged
- 32. R2INTEGRATED: SOCIAL ANALYTICS Social Score Cards: Applying Strategy to Insights
- 33. R2INTEGRATED: SOCIAL ANALYTICS Building Your Own Score Card
- 34. R2INTEGRATED: SOCIAL ANALYTICS Platform Recommended Metrics Example Measuring Tools BLOG • Unique Page Views & Visitors • Google Analytics • Time Spent On Site • Shares (of content) • Comments • Subscribers COMMUNITY MANAGEMENT • Referrals Back To Owned Properties • Google Analytics & LISTENING • Engagement Rates (forum replies, comment ceplies) TWITTER • Followers • Twitter • @ Replies • Hootsuite • Retweets FACEBOOK • Page Likes • Facebook Insights • Status Likes • Content Likes • Fan Comments/Shares • Impressions WEBSITE • Unique Page Views • Google Analytics • Unique Visitors • Time Spent On Site • Referral Traffic SOCIAL CAMPAIGNS • Metrics Will Depend On Goals & The • Depends On Goals & Platform Platform, Measuring Content Engagement & Awareness
- 35. R2INTEGRATED: SOCIAL STRATEGY Create a Recommended Catalogue for Your Social Strategy TYPE/FORM DISTRIBUTIO CONTENT PIECE CATEGORY TARGET AUDIENCE THEME AT N CHANNELS Current & Future Datasheet Value, Sponsorship Sponsors Sponsor Benefits (PDF) Engagement Top 10 Benefits of Current & Future Datasheet Value, Membership Membership Members (PDF) Engagement Donor Giving Current & Future Value, Donations Guide/Blog Guide/Testimonials Donors Testimonial Top 10 Lists Educational Brand Advocates PDF Awareness Members, Potential Value, “Social Good” Video Contest Promotional Videos Members, & Sponsors Outreach EMAIL FACEBOOK TWITTER BLOG YOUTUBE WEBSITE SLIDESHARE PRINTED
- 36. R2INTEGRATED: LONG-TERM SUCCESS Long-Term Social Success Let the Community Do the Work for You: Encourage blogger outreach
- 37. R2INTEGRATED: LONG-TERM SUCCESS Crowd source your community for content, contests & feedback
- 38. R2INTEGRATED: LONG-TERM SUCCESS Facebook fan engagement drives conversation & content
- 39. R2INTEGRATED: LONG-TERM SUCCESS Videos provide great visibility, viral content, & an intimate look at your mission
- 41. R2INTEGRATED: 3 KEY TAKEAWAYS 3 Key Takeaways 1. Get your house in order: Do an audit & make sure you’ve got the basics covered 2. Publish audience-centered content that is valuable, sharable & supports your mission 1. Engage members & build relationships with influencers & brand advocates throughout the year
- 42. Contacting R2integrated www.r2integrated.com Chris Chodnicki Samantha De Vita Chief Technology Officer Director, Marketing cchodnicki@r2integrated.com sdevita@r2integrated.com 410.327.0007 X1123 410.327.0007 X2132 @cchodnicki @saminj58
Editor's Notes
- #8: The major players are highlighted within the top 5.
- #12: Stronger loyalty develops with evangelists & stakeholdersBrand-evangelists become an organic extension of your outreach Cultivating relationships throughout the year makes asking for donations & dues a much more fluid & welcome process Maintenance of recurring sponsorships becomes less time-intensive
- #14: American Red Cross does a great job of organizing information pertinent to driving their mission easily accessible to the fan. AwarenessDonation/Fundraising Local ChaptersPhotosUpcoming Events
- #15: Komen for the CureSolid Calls-to-ActionSupportFundraisingNewsletter Sign-up/Building Qualified Database of “Wanted” Subscribers
- #16: Komen for the CureSolid Calls-to-ActionSupportFundraisingNewsletter Sign-up/Building Qualified Database of “Wanted” Subscribers
- #17: Great front door page hereSolid Engagement Strategy/PledgeEngagementSupport/FundraisingBlogShare Your StoryQuestionsSpread the Mission This can easily be achieved by using online tools to build custom designs on Facebook.
- #18: Great front door page hereSolid Engagement Strategy/PledgeEngagementSupport/FundraisingBlogShare Your StoryQuestionsSpread the Mission This can easily be achieved by using online tools to build custom designs on Facebook.
- #23: Leukemia and Lymphoma Society SMASH – Light the Night
- #24: Leukemia & Lymphoma Society SMASH – Team in Training
- #25: Ulman Cancer Fund for Young Adults SMASH
- #26: Livestrong Young Adult Alliance SMASH
- #29: Charlene Li
- #31: Explain a social audit Patterns in community behavior & presence become more predictable
- #33: Score cards measure pre-defined KPIs & goals
- #34: Radian6 is our preferred social media monitoring tool, however there is a fee associated with using Radian6 beyond the 7 day free trial period. Radian6 monitors social mentions across multiple channels including blogs, Twitter, Facebook, etc and enables segmentation by location, media type, date, and more. CoTweet is a great paid tool for measuring Twitter metrics specifically. CoTweet measures: followers; following; lists; impressions; retweets; Klout influence score; inbound messages (@replies, direct mentions, and mentions); outbound messages (messages, replies, direct messages, retweets); tagged messages; response rate; and response time. CoTweet can also track some Facebook metrics. CoTweet would be my recommended Twitter specific analytics package if you are willing to pay a fee. There are also some free tools you can start using:- Klout: measure influence according to Reach, Amplification, and Network- Tweetreach: measures impressions and hashtag impressions (there is also a paid version of Tweetreach which offers similar metrics as CoTweet)- Twitalyzer: measures an influencer score
- #35: Additional note on blogs: Out this morning, Tumblr is growing at 40 posts a day and 72 million visitors per month. Doubling as a twitterblog,- integrating Facebook and Twitter feeds & fully integrated with Google Analytics. Benefits- photo-blog posts get re-tweets and shares. Main uaidnece- teenage females. Opens the community up to talk about things that are important to them.
- #37: Example from Livestrong Blog- bloggers are sharing intimate stories, and engaging with each other based off the event listing. Additional note on blogs: Out this morning, Tumblr is growing at 40 posts a day and 72 million visitors per month. Doubling as a twitterblog,- integrating Facebook and Twitter feeds & fully integrated with Google Analytics. Benefits- photo-blog posts get re-tweets and shares. Main uaidnece- teenage females. Opens the community up to talk about things that are important to them.
- #38: Engaging Your Community by asking for participation is key- Crowdsourcing: Your Virtual Water cooler Questions/Asks/ Recommendations /Contents Illustrate Buzz of Bio- selecting winner
- #39: Example from Livestrong Facebook page- followers are sharing intimate stories, and engaging with each other. Livestrong community manager only needs to be involved with direct questions to the brand.
- #40: You don’t have to be a large organization to get viral. In 2011, The Case Foundation will give out $10,000 grants to the video winners in four categories: Best Small Org Video, Best Medium Org Video, Best Large Org Video, and the newcomer — Best Thrifty Video. Winners will be featured on YouTube’s homepage (what YouTube calls “the nonprofit equivalent of an ad in the Super Bowl”), given Flip cameras and registered for the 2011 NTC.