Social Media Marketing - Basics and How To for NGOs. A presentation made to NGOs at a workshop conducted by the NASSCOM Foundation. Slides made in collaboration with Sreeraman Thiagarajan.

1. Namrata Balwani
19 Feb, 2013
@mysti

3. Strengthen
Relationship with
Existing Supporters

4. GainNew
Supporters

5. Get
Help

6. Raise
Funds

7. AmplifyOffline &
Online Initiatives

9. Indiahas
130million+ internet users
Ofwhich70million+ usesocial
media

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

13. It’s not a
MONOLOGUE

14. It’s a
Dialogue

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

25. Listen
Converse
Energize
Measure

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

30. Social Media
Tools

31. Native Measuring

32. Tracking

33. Management

34. Listening and
Measuring

35. Social Media:
Where to begin

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?

49. Social Media
Best Practices

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

58. Content
should be
Social &
Sharable

59. Case Studies

60. inyourhands

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.

64. onTeacher’sDay

65. Questions

66. Let’s Connect
Twitter
LinkedIn