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Namrata Balwani
19 Feb, 2013
@mysti
Social Media Marketing For NGOs
Strengthen
Relationship with
Existing Supporters
GainNew
Supporters
Get
Help
Raise
Funds
AmplifyOffline &
Online Initiatives
Social Media Marketing For NGOs
Indiahas
130million+ internet users
Ofwhich70million+ usesocial
media
That’s
where
people
are
now talking
toeach
other
When you do something good, it used to be that you
had to buy a bunch of media and tell people, or do PR.
Now, the potential is for people to tell each other that
you do good.
It’s not
a fad
It is a fundamental shift in the way
people communicate
Well, at least
the medium is
It’s not a
MONOLOGUE
It’s a
Dialogue
Social Media Marketing For NGOs
Most popular social network
Large potential audience
Targeted advertising
Easy to communicate
Supports rich media
Great for generating buzz (contest, apps, etc)
Opportunities
PostVisibility not 100%
Not easy to connect with influencers
Little control over platform
Changing privacy rules
Limitations
RealTime Communication
Great customer service tool
Easy to connect with influencers
Online conversation for offline events
Target relevant conversation with #tags
Opportunities
Limited message size
Low shelf life of a tweet
Can’t host apps or tabs
Limitations
Search & SEO priority
Personalized engagement via hangouts,
integrated toYouTube
Audience segmentation (circles)
Clutter free design
Opportunities
Higher user base, but low on activity
New channel, social media fatigue
Limitations
Great corporate networking
Powerful recruitment tool
Rich content about company & professionals
Local & global access
Can showcaseThought Leadership (Q&A)
Build credibility (recommendation)
Opportunities
Depth of usage by users is a question
Slow communication cycle
Limitation
Great tool to sort, save & share photos
Can tag photos with location and rich meta
data
Groups are a great way to talk to peer with
similar interest
Opportunities
Limited to sharing photos
Most used for hosting here and sharing else
where (blogs)
Limitations
Great tool to tell interesting stories
Convergence of different social tools
SEO friendly
Guest blogging & great PR mileage
Opportunities
Existing clutter in the blogosphere
Establishing a follower base is challenging
Dependent on other medium to promote
Limitations
Powerful source of referral traffic
Great for products with visual appeal
High reach globally & appeal to women
audience
Opportunities
Challenge for non-visual category
Re-pin does not guarantee click to
original site
Limitations
The leader for video content
Search Priority (the Google effect)
Brand friendly channels & customization
Global reach
The newTV of this generation
Opportunities
Comment wars leading to negative
sentiments
Tough to measure results
Limitations
Social Media Marketing For NGOs
Listen
Converse
Energize
Measure
LISTEN
Gain insights from listening to
your audience
There are many
free tools that
helps you monitor
what people are
talking about the
cause your are
addressing
Peg your strategy on insights culled
from listening
CONVERSATION
CAMPAIGN
Stop thinking Campaigns, start
thinking Conversations
Strengthen Relationships
Converse
Identify Influencers &
Enthusiastic people
Energize
Use them to persuade others
Measure
Metrics that maps the
goals set
Audience, Engagement, Loyalty,
Influence, Response and Action
Social Media
Tools
Native Measuring
Tracking
Management
Listening and
Measuring
Social Media:
Where to begin
DefineYour Goals
DefineYour Specific Social
Media Objectives
KnowYour Audience
Understand why they ‘like’ &
‘follow’ you
Make your audience cause
ambassadors
Content is King
Formulate a content
strategy
Focus on the message as
well as the medium
Define a tone of
Voice
and
Maintain the Appeal
Use what matters to
people to engage them
Start with a nimble approach
Use 1 or 2 channels
effectively
Don’t depend only on the social team
Have cross functional
participation
Identify digital
champions in other
teams
Initiate aTraining Program
Have consensus &
assign roles
Think digital from the
start, not as an
afterthought
We don’t have so much content
for posting everyday!
• Campaigns
• Demonstrations
• Information
• Support/ pledge
• Where?
• When?
• How?
• Donors
• Supporters
• Beneficiaries
• What are the
issues?
• What are the
solutions?
• What is the call
to action?
Message
Target
Audience
Activities
Geography
&
Segmentati
on
An org aiming to
provide reliable
information and
solutions for
Breast Cancer in
India
They are
organizing a
marathon
followed by
monthly screening
camps
They need to
reach out to
Donors,
Supporters and
Beneficiaries
How can they
leverage the social
media
 The Big Issue: Breast Cancer
 What are the issues (macro)
◦ Lack of awareness
◦ Myths
◦ Victims can’t afford the cost of medical
treatment
 What are the solutions (to the macro
issue)
◦ Early screening
◦ Periodic self examination
◦ Diagnosis & treatment by Doctor
◦ Staging analysis
 Solutions to the Big Issue
◦ Chemotherapy, Radiation therapy, etc
 What is the call to action
◦ Donate /Volunteer
◦ Participate (run in a marathon, offer to help
in a rural screening camp)
◦ Spread the good word, signup/share
 The Donors:Whether to existing or
newer members; Communication
intended for donors should be tailored as
to what is expected out of them – their
time, money, in kind, etc.
 The Supporters:They are the purveyors
of the cause in social media; they make
campaigns go viral, bring in success and
endorse our appeal to hundreds they
know and so on… defining the support
(run in marathon) needed is the key
 The Beneficiaries:The very reason of
existence of the org is to help the needy,
how will they know we exist?Also
showcasing the success stories will
increase the trust in the org
 Campaign:What kind of campaigns
(marathon, screening camp) are in the
pipeline, what are the objectives of each
of them? Disseminating these in a
structured manner will have sustained
engagement in the social media
channels.
 Demonstrations:What do you want your
fans to demonstrate to their friends &
network?
 Information: About the planned
activities, the cause for which the activity
is planned, how the proceedings will be
treated, past success stories, need of the
hour… all the information pegged on
facts and stats that can build
engagement in the channels
 Support / Pledge: Why support your
cause? How to support?What is the
need, what is the gratification for the
supporters?
Social Media
Best Practices
Be visual as much as
you can.
People have short attention spans online
Tell stories
Use impact stories that are hard
hitting
Avoid auto
response
Better to auto respond than not to
respond at all!
Respond within reasonable time to
comments and tweets
24 hours turn around is
acceptable
Engage people in
contests
Gratify with nominal awards if
you cannot afford bigger ones
Do Not Duplicate Content
Across Channels
Customize Before Posting
Have an editorial
calendar
Ideate on content pillars
Set a governance framework
Course correct before its
too late
Content
should be
Social &
Sharable
Case Studies
inyourhands
a glass of water
charity: water is a non-profit
organization bringing clean,
safe drinking water to people
in developing nations
Users can ask friends and family via Social Media channels to participate &
donate.
Users can pledge their birthday, ask for
donations, run a race or do something quirky
mycharitywater.org a
microsite where users
create their own campaign
page
The Result?
>400,000 people will get clean water
>$21 million raised
How?
Done right in social media,
The appeal with crowd sourcing & user generated content which has
intrinsic viral potential
The Effect?
>140,400 members active in the microsite
This amount reflects only what’s raised through fundraising campaigns on
mycharitywater.org. It doesn't include donations made directly to
charitywater.org.
onTeacher’sDay
Questions
Let’s Connect
Twitter
LinkedIn

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Social Media Marketing For NGOs

  • 10. That’s where people are now talking toeach other When you do something good, it used to be that you had to buy a bunch of media and tell people, or do PR. Now, the potential is for people to tell each other that you do good.
  • 11. It’s not a fad It is a fundamental shift in the way people communicate
  • 12. Well, at least the medium is
  • 16. Most popular social network Large potential audience Targeted advertising Easy to communicate Supports rich media Great for generating buzz (contest, apps, etc) Opportunities PostVisibility not 100% Not easy to connect with influencers Little control over platform Changing privacy rules Limitations
  • 17. RealTime Communication Great customer service tool Easy to connect with influencers Online conversation for offline events Target relevant conversation with #tags Opportunities Limited message size Low shelf life of a tweet Can’t host apps or tabs Limitations
  • 18. Search & SEO priority Personalized engagement via hangouts, integrated toYouTube Audience segmentation (circles) Clutter free design Opportunities Higher user base, but low on activity New channel, social media fatigue Limitations
  • 19. Great corporate networking Powerful recruitment tool Rich content about company & professionals Local & global access Can showcaseThought Leadership (Q&A) Build credibility (recommendation) Opportunities Depth of usage by users is a question Slow communication cycle Limitation
  • 20. Great tool to sort, save & share photos Can tag photos with location and rich meta data Groups are a great way to talk to peer with similar interest Opportunities Limited to sharing photos Most used for hosting here and sharing else where (blogs) Limitations
  • 21. Great tool to tell interesting stories Convergence of different social tools SEO friendly Guest blogging & great PR mileage Opportunities Existing clutter in the blogosphere Establishing a follower base is challenging Dependent on other medium to promote Limitations
  • 22. Powerful source of referral traffic Great for products with visual appeal High reach globally & appeal to women audience Opportunities Challenge for non-visual category Re-pin does not guarantee click to original site Limitations
  • 23. The leader for video content Search Priority (the Google effect) Brand friendly channels & customization Global reach The newTV of this generation Opportunities Comment wars leading to negative sentiments Tough to measure results Limitations
  • 26. LISTEN Gain insights from listening to your audience There are many free tools that helps you monitor what people are talking about the cause your are addressing Peg your strategy on insights culled from listening
  • 27. CONVERSATION CAMPAIGN Stop thinking Campaigns, start thinking Conversations Strengthen Relationships Converse
  • 28. Identify Influencers & Enthusiastic people Energize Use them to persuade others
  • 29. Measure Metrics that maps the goals set Audience, Engagement, Loyalty, Influence, Response and Action
  • 36. DefineYour Goals DefineYour Specific Social Media Objectives
  • 37. KnowYour Audience Understand why they ‘like’ & ‘follow’ you Make your audience cause ambassadors
  • 38. Content is King Formulate a content strategy Focus on the message as well as the medium
  • 39. Define a tone of Voice and Maintain the Appeal Use what matters to people to engage them
  • 40. Start with a nimble approach Use 1 or 2 channels effectively
  • 41. Don’t depend only on the social team Have cross functional participation Identify digital champions in other teams
  • 42. Initiate aTraining Program Have consensus & assign roles Think digital from the start, not as an afterthought
  • 43. We don’t have so much content for posting everyday!
  • 44. • Campaigns • Demonstrations • Information • Support/ pledge • Where? • When? • How? • Donors • Supporters • Beneficiaries • What are the issues? • What are the solutions? • What is the call to action? Message Target Audience Activities Geography & Segmentati on
  • 45. An org aiming to provide reliable information and solutions for Breast Cancer in India They are organizing a marathon followed by monthly screening camps They need to reach out to Donors, Supporters and Beneficiaries How can they leverage the social media
  • 46.  The Big Issue: Breast Cancer  What are the issues (macro) ◦ Lack of awareness ◦ Myths ◦ Victims can’t afford the cost of medical treatment  What are the solutions (to the macro issue) ◦ Early screening ◦ Periodic self examination ◦ Diagnosis & treatment by Doctor ◦ Staging analysis  Solutions to the Big Issue ◦ Chemotherapy, Radiation therapy, etc  What is the call to action ◦ Donate /Volunteer ◦ Participate (run in a marathon, offer to help in a rural screening camp) ◦ Spread the good word, signup/share
  • 47.  The Donors:Whether to existing or newer members; Communication intended for donors should be tailored as to what is expected out of them – their time, money, in kind, etc.  The Supporters:They are the purveyors of the cause in social media; they make campaigns go viral, bring in success and endorse our appeal to hundreds they know and so on… defining the support (run in marathon) needed is the key  The Beneficiaries:The very reason of existence of the org is to help the needy, how will they know we exist?Also showcasing the success stories will increase the trust in the org
  • 48.  Campaign:What kind of campaigns (marathon, screening camp) are in the pipeline, what are the objectives of each of them? Disseminating these in a structured manner will have sustained engagement in the social media channels.  Demonstrations:What do you want your fans to demonstrate to their friends & network?  Information: About the planned activities, the cause for which the activity is planned, how the proceedings will be treated, past success stories, need of the hour… all the information pegged on facts and stats that can build engagement in the channels  Support / Pledge: Why support your cause? How to support?What is the need, what is the gratification for the supporters?
  • 50. Be visual as much as you can. People have short attention spans online
  • 51. Tell stories Use impact stories that are hard hitting
  • 52. Avoid auto response Better to auto respond than not to respond at all!
  • 53. Respond within reasonable time to comments and tweets 24 hours turn around is acceptable
  • 54. Engage people in contests Gratify with nominal awards if you cannot afford bigger ones
  • 55. Do Not Duplicate Content Across Channels Customize Before Posting
  • 56. Have an editorial calendar Ideate on content pillars
  • 57. Set a governance framework Course correct before its too late
  • 61. a glass of water
  • 62. charity: water is a non-profit organization bringing clean, safe drinking water to people in developing nations Users can ask friends and family via Social Media channels to participate & donate. Users can pledge their birthday, ask for donations, run a race or do something quirky mycharitywater.org a microsite where users create their own campaign page
  • 63. The Result? >400,000 people will get clean water >$21 million raised How? Done right in social media, The appeal with crowd sourcing & user generated content which has intrinsic viral potential The Effect? >140,400 members active in the microsite This amount reflects only what’s raised through fundraising campaigns on mycharitywater.org. It doesn't include donations made directly to charitywater.org.