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Content
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Introduction
Issues Goals y

Social Media Strategy
Onur Baspinar Nancy Flanagan Blumenfeld Jennifer Juckett Alan Melgarejo May Nakamura March 2010 Barbara Zubillaga

II. Proposal
y y y y People Objectives Strategy Technology

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Issues
y Low engagement of fans y Flat membership growth y Uniform membership base y Strict Unit regulations y Limited response to some events y Limited resources (1 staff) y Social media strategy will depend exclusively on volunteers y No budget this year y Privacy concerns

Goals
y Increase and diversify membership base y Identify new forms of collaborating with Aux that require lower levels of commitment than the traditional Units y Keep new members engaged y Increase support from corporations and businesses

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Proposal
y Our proposal includes recommendations to increase and diversify the membership base through Social Media by targeting young men and women y We will take the following steps:

People
y 25 to 35 years old y ollege educated y Some will have small children y White-collar professionals with executive and managerial jobs and upper-middle-class incomes, busy lives y Their nexus translates into large outlays for child-centered products and services
 

People

Objectives

Strategy

Technology

y Fans of technology, financial products, exercise, and travel, tend to frequent the arts, shop at exclusive retailers and drive imported cars y Looking for flexible and relaxed ways of engaging in philanthropy, not so much time commitment. Traditional Units are not too appealing as they have too many rules and regulations

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Social Technographics Profiles
Spectators
y 80% y Read consumer social content

Technographics
In tiv s
¡ ¢ ¤

Joiners
y 70% y Visit and maintain a profile on a social networking website

Sp

t tors
¢

C ll
£

¡ ¡

Join rs
¡

¤

t rs
£

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Critics
y 46% y Post comments, write reviews

Criti s
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Cr

t rs
£

¡

¢

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Source: Forrester Research's North A merican Technographics® Interactive Marketing Online Survey, Q2 2009 (US), 4,766 respondents

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People
Some places where you might find people in this segment:
y VAVI (www.govavi.com) y Stay Classy (www.stayclassy.org) y Volunteers of America Southwest California (www.voa.org) y Society of Young Philanthropists (www.philanthropysociety.org)

Objectives
Listen Embrace Talk

Support

Energize

Listen Embrace

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Talk Embrace

Listen

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Talk

Listen

Talk
Increase awareness and spread the word about:

Support

Energize

Support

Energize

Obtain feedback/insights about how they would want to engage with RCHA
1. Develop short surveys for Facebook 2. Constantly read your friends and followers comments, posts, etc 3. Read similar blogs and tweets 4. Track online influence (ex. www.tweetfeel.com)

y What RCH does: the great work they do for children y Why engage: what are the ´benefitsµ of helping RCH: make a difference, save lives, feel good, friendship/camaraderie, have fun y How to engage:
o Membership program or gift club o Online fundraising campaigns (ex. Facebook causes, ChipIn) o Social events targeted to young people o Ambassadors of Rady CH

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Listen Embrace

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Talk

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Energize

Strategy
We recommend RCH Auxiliary to focus on 2 strategic lines to achieve the goal of increasing and diversifying member base: y Build awareness of Rady CH and its work among target audience y Help existing member/volunteer base carry messages to others

Support

Energize

Help your biggest fans to spread the word for you (evangelize). We recommend the creation of an Ambassador for RCHA y Motivator: Get to know people with the same interest Make the resume look better Feel good to help people Have fun

y Responsibilities: Plan, manage and host offline events Invite people through Facebook and Stay Classy Make them feel welcomed at the event Thank you note after the event Follow up to move attendees to a higher level of engagement

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Technologies ² Summary (I)
Tools Facebook Why? ‡ 70% of target audience have joined a SN (Joiners) ‡ Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)

Technologies

Stay Classy ‡ Stay Classy members are a diverse group of young individuals who share a passion for the nonprofit sector ‡ Over 30,000 members in San Diego alone ‡ Helps charities fundraise, organize events, and make sense of their social media, to reach a younger demographic ‡ San Diego·s leading philanthropic social network for target population (age 21-35) Blog ‡ 80% of target audience consume blogs, watch videos, read reviews (Spectators) ‡ 4 % of target audience post comments, write reviews (Critics) ‡ Allows to talk (spread the word), listen (obtain insights) and interact with target audience (create community)
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Technologies - Summary (II)
Tools YouTube Why? ‡More than billion videos. It is estimated that 20 hours of new videos are uploaded to the site every minute ‡Allows to increase awareness and engagement by sharing videos
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Facebook ² Add a Fan Page

Flickr

‡ Has more than 10 million accounts, 3 % of which are from people 18-34 years old ‡ Allows to increase awareness and engagement by sharing photos
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Facebook ² Keep the Group!
Groups connect Fans with similar interests y Geographically y Interest y Age Group
Local Auxiliary

Fan Page - WHY
y Outreach and info sharing
o Current and Potential supporters and donors

y Pages are indexed by Google
o (Groups are not)

y Open to more people y Less like a private club y More opportunity for awareness

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Success Stories

This Page is a resource for non-profits and other organizations for social good. Facebook built it to help you harness the power of Facebook and bring positive change to the world. USE IT!

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Facebook Fan Page - CONNECT
Use ´Favorite Pagesµ to connect with Rady Hospital·s other pages and similar causes

Fan Page ² ADD APPS
At minimum: 1. Photos 2. YouTube Box/Videos 3. Events Recommended: 1. Causes app 2. Customize Landing Tab for new visitors

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Fan Page - EVENTS
Invite Fans Fans Spread Word Add photos Send Thank You

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Add CAUSES app
y Become a Non-profit Partner ² FREE y Offers special tools for
y spreading awareness y building community y fundraising y circulating petitions y And promoting other action

y Add to your Fan Page y Learn how to use Causes here

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Measure Engagement - Insights

StayClassy.org

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Stay Classy
y StayClassy.org is Social Network designed to help nonprofits
o Receive donations o Organize Events o Streamline your Social Media

y Mission To revolutionize fundraising by connecting people to nonprofit organizations based on the causes that they care about by providing non profits with powerful, yet easy-touse, online tools to help them fundraise, organize events, make sense of their social media, and engage a younger demographic.

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Benefits
y Niche social network where members make an active choice to join based on philanthropic interest y New Website designed because nonprofits cannot afford expensive software & training y Free tools to develop your Social Media Identity y Track responses ² how many people view your profile page and where they come from y Charity Profile y Online donations y Track communication with donors y View donor contact information y Identify donor demographics & locations

Benefits
Event support
y Free & easy tools for posting , tracking, analyzing your events y Online ticket sales y The only place on the web where you can add a charitable donation (%) into every online ticket you sell y Event Planners outreach program y Promotion & Exposure through Partnerships

Impressive highlights
y In 2008 alone, contribute more than 2,500 hours of volunteer service y The first year, Stay Classy raised $4,000 for the American Cancer Society

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Testimonial
"Standup for Kids Oceanside has already had new supporters calling and emailing, finding out what they can do to help us! We have had volunteer requests, clothing donations and just interest in general on what we are doing here at StandUp. So THANK YOU from the bottom of my heart µ Kim Goodeve, Director of Center Operations Standup For Kids, Oceanside Chapter

Welcome to Stay Classy

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Develop your Social Media Identity

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Online awareness - Offline events

Positioning and simplicity make it an ideal choice

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So, how cheap is StayClassy?

Blog

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Blog with a purpose«

Blog
We recommend the Aux to create a Blog by following these steps: 1. Determine the goals to stay focused: increase awareness of Rady CH and bring in new members to the Auxiliary 2. Identify a blogger(s) among Foundation and Auxiliary volunteers. Develop a recognition plan for blogger 3. Write guidelines to protect confidentiality of patients and staff and to project a positive image of the Hospital 4. Develop an editorial process, but don·t make it too constrictive 5. Listen to what is being talked about in other similar blogs

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Blog
. Prominently place links to the places in RCH and Foundation Web sites on how to become a volunteer or make a donation 

Blog
10. Explore the possibility of starting an on-line fundraising campaign (ex. ChipIn). Some advantages are: it lets you set up a different campaign page, you can post videos, comments by donators can be displayed, badge is viral (you can take it to other blogs) 11. Develop a Marketing Plan for the Blog:
o o o Continually participate and post comments in other popular blogs with similar target audiences to increase traffic Include it prominently in Web sites, Facebook, MySpace, and all printed communications, including business cards Occasionally Include link to Blog in tweets Include subscription with RSS and via e-mail Make sure you can track all activity and review statistics periodically

7. Make sure you encourage activity and interaction for community building and feedback/insights
y y y Periodically post a short survey with 3-5 questions Allow people to leave comments Insert a chat or a blog community

8. Make it an objective to answer or address some comments and questions left by readers 9. Place links to interesting and useful kid·s health articles and information or other Web sites (ex. Rady Children·s Specialists of San Diego)

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One of the most popular Social Media The number of visitors increased from 7 million to million ust last year 
     

YouTube

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Create a YouTube channel for the Hospital, the Foundation and the Auxiliary and post and tag all videos

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We recommend purchasing a Flip Video camcorder ($150) (www.theflip.com). Have volunteers and Unit members shoot videos that are short (about 2 minutes) and have a theme. Recommended themes: o o Chidren·s/families· stories Volunteer experiences. These can also be themed according to the different ´benefitsµ of contributing with the Hospital (feeling good, saving lifes near you, friendship/camaraderie, having fun)

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Videos should allow people to interact: o o Direct viewers to Web sites, Blog, Facebook, Flickr Allow sharing and reviewing of videos

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Use Facebook to distribute videos among members and Tag the members so that it will appear in their profile Market YouTube channel in Web sites, Blog, Twitter, and any printed material, including business cards

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y Improve the Flickr Account, more pictures of events y Try to promote members to add pictures on their own which will increase commitment

Flickr

y Lead members to share their own pictures from events y Tag keywords. Flickr is good for SEO, helping images rank higher on Google Images and building in-bound links. y Add Contacts on Flickr and should promote members to leave Testimonials y Market the account in Web page, Blog, Twitter, and any printed material, including business cards

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Promote your Social Connections

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Recommended

Facebook

YouTube Flickr

Summary

Stay Classy Blog

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ot recommended
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Resources
y Causes Exchange Blog - How Non Profits can make the most of Causes application y Facebook for NonProfits - Facebook·s own tips y CharityHowTo.com ² Training videos for Facebook

yS ace
y Not that popular among target y Demand is decreasing

Linked In
y Maybe in the future

Twitter
y Hard to explain achievements and need a person to tweet often

Video contest
y Maybe in the future 

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