Social Technology for Social Good: How Non-Profits Can Use New Media to Achieve Their Goals

Introductions James Tinsley – Jim Tomczyk – Anneke Jong –

What is Social Media? And why is it important?

3 …when you think of social media? What do you think of… STANFORD GRADUATE SCHOOL OF BUSINESS

4 The use of web and mobile technologies to turn the communication of information into an interactive experience. What is social media? STANFORD GRADUATE SCHOOL OF BUSINESS 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

5 Why should you use social media? STANFORD GRADUATE SCHOOL OF BUSINESS “Everyone else is doing it” “We have to keep up with trends” “Our brand needs to be young and hip”

6 There is only one reason: Because it helps you achieve a measurable goal. Why should you use social media? STANFORD GRADUATE SCHOOL OF BUSINESS 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

7 Many tools are low- or no-cost Puts non-profits on even footing with for-profits Social media is important for non-profits STANFORD GRADUATE SCHOOL OF BUSINESS Online identities yearn for “good” There is great demand to identify with social causes Personalize and amplify your message Social sharing increases visibility for your cause in an authentic way

8 Understanding the social media landscape STANFORD GRADUATE SCHOOL OF BUSINESS Social Networks Microblogging Blogging Videos Photos Location

9 Understanding the social media landscape STANFORD GRADUATE SCHOOL OF BUSINESS Q&A Link Shortening Social Promotions Reputation Discovery Fundraising

10 It can be hard to know where to start STANFORD GRADUATE SCHOOL OF BUSINESS

11 These are the most relevant social media platforms/tools Here’s what you need to know… STANFORD GRADUATE SCHOOL OF BUSINESS 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

12 Likes Shares Social advertising Facebook STANFORD GRADUATE SCHOOL OF BUSINESS

13 Tweets and Retweets Mentions (using Hashtags Twitter STANFORD GRADUATE SCHOOL OF BUSINESS

14 A great way to tell your story Viral videos inspire people to shareViral videos YouTube STANFORD GRADUATE SCHOOL OF BUSINESS

15 Free promotions on brand new real estate Amplify your message through supporters Bre.ad STANFORD GRADUATE SCHOOL OF BUSINESS

Goals and Measurement 16

Define your goal 17 STANFORD GRADUATE SCHOOL OF BUSINESS It’s easy to get lost in tactics and forget about strategy

Goals for nonprofit social media marketing 18 STANFORD GRADUATE SCHOOL OF BUSINESS Increase brand awareness Manage reputation Generate audience engagement

Reminder: you are what you measure 19 STANFORD GRADUATE SCHOOL OF BUSINESS Make sure you measure success based upon relevant metrics

Have you heard of me? Fan & Follower counts Number of Shares/Retweets Storytellers Potential reach Who’s talking about me? Influencer scores Demographic analysis Goal 1: Increase brand awareness 20 STANFORD GRADUATE SCHOOL OF BUSINESS

What have you heard about me? Comment scanning and filtering Trend collection Time to response Net Promoter Score Goal 2: Manage reputation 21 STANFORD GRADUATE SCHOOL OF BUSINESS

How do we interact? Likes, comments, posts Shares and (re)tweets App downloads and usage Votes Goal 3: Generate audience engagement 22 STANFORD GRADUATE SCHOOL OF BUSINESS

3 Case Studies 23

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 users that for every ‘Like”, $1 would be donated to the cause. Every Like was rebroadcast in a user’s Facebook feed generating countless earned media impressions. Results: from 0 to 500,000 Likes in four months 12.5% of Canadians years old have become fans Can now reengage w/ those users, promote agendas, promote adjacent organization agendas “Many companies that ALREADY donate to nonprofits gain visibility if they couple their donations with social promotions.” - Momentus Media “Many companies that ALREADY donate to nonprofits gain visibility if they couple their donations with social promotions.” - Momentus Media 24

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 Activate the Crowd 25 STANFORD GRADUATE SCHOOL OF BUSINESS Goal: Use active donors as an amplifier to spread the cause

Stay Focused 26 STANFORD GRADUATE SCHOOL OF BUSINESS 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 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

STANFORD GRADUATE SCHOOL OF BUSINESS Let's apply what we've learned

Introducing: Kanisha Agarwal Jennifer Lu

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. About the San Francisco SPCA 29 STANFORD GRADUATE SCHOOL OF BUSINESS

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 San Francisco SPCA Social Media Goals 30 STANFORD GRADUATE SCHOOL OF BUSINESS

We will divide into 4 groups, each with one student facilitator: Let’s Begin… 31 STANFORD GRADUATE SCHOOL OF BUSINESS 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. James TinsleyJim TomczykRosaria ManninoJulian Jordan

Wrap-up and Questions 32 STANFORD GRADUATE SCHOOL OF BUSINESS