Social Media Marketing and Campaigning for Nonprofits:

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Social Media Marketing and Campaigning for
Nonprofits Your Place on MySpace, YouTube,
Facebook, and More
Daniel Hartman, Director of Business Development,
See3 Communications Beka Economopoulos, Director
of Online Organizing Program, Greenpeace
www.greenpeace.org
www.see3.net
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What is Social Media Marketing
What does this mean for nonprofits?
Where do you start? How do you use these tools?
Case study Amnesty Intl USA
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Web 2.0 Social Web

• Social Networking
• Myspace/Facebook/LinkedIn/Orkut
• Blogs
• http//blog.see3.net
• RSS
• Feedburner
• Social Bookmarking
• Del.icio.us/Stumble Upon
• Social News
• Digg/Reddit/Newsvine
• Wikis
• Wikipedia
• Virtual Worlds
• Second Life
• Video/Photo Sharing
• YouTube/Flickr/DoGooder.TV

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Dollars for Darfur

• 2 hs students Save Darfur Coalition
  MySpace/Facebook
• Over 300,000 raised in 6 months

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MySpace Impact Channel

• Launched March 2007
• Organizations Individuals rallying behind a
  cause
• Awards 10K monthly to the organization that
  creates the most impact

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Causes on Facebook by Project Agape

• 2.5 million users
• over 300,000 raised for nonprofits and
  politicians

• Groups
• Nonprofits on Facebook
• Related to your issues

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Where do you start? How do you use these tools?

• Map the Community

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Online Community Map
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Where do you start? How do you use these tools?

• Map the Community
• Participate
• Go deep - work the existing community
• Focus on influencers
• Be reactive
• Tell your story
• Why people give
• Call to action
• Be portable to be viral

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And she told 2 friends and so on and so on
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Be portable.

• RSS
• Banners
• Widgets
• Video

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Millions served daily.
Each day 100,000,000 video views 75,000 new
videos uploaded
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• Create a branded account, channel, and groups,
  and upload videos regularly
• Use effective keywords in tags and descriptions
• Make and respond to comments
• Coordinate promotion to your list and via
  partners to reach threshold for Most Viewed

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• Campaign components
• Videos
• Email
• Landing page
• Blog marketing
• Great execution
• Campaign Results
• Biggest non-December fundraising month ever
• Biggest list-building month ever
• White House shifted rhetoric on Guantanomo

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TAKE AWAYS

• Google Alerts
• Comments SEO
• Coordinated YouTube strategy
• AOL banner PSA
• See3 email list

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www.see3.net