Ploughshares Fund Feb 2016 SOCIAL MEDIA SEMINAR Susan Tenby @suzboop susantenby.com
Director of Community and Partnerships, Caravan Studios The Original Online Community Manager, TechSoup Founder, The San Francisco Online Community Meetup (OCTribe) Social Media Consultant
OBJECTIVES 1. How to Curate and Create Content that People Want to Share 2. Become an influencer on Social Media as an Individual and Organization, focusing on Twitter and LinkedIn 3. Cultivate and Convert Prospects to Fans to Donors with Social Media 4. Connect with Journalists Using Social Media
AGENDA 1. Content 1. 2. Content Mix Content and Best Practice on Facebook, Instagram, Twitter, and LinkedIn Content Curation Content Creation 3. 4.
AGENDA 2. Cultivation 1. Cultivate and Convert Advocates and Donors through Social Media and Online Fundraising Identify Your Target Audience on LinkedIn, Twitter, and Facebook Twitter: Tips, Growing Your Email List, Tweet Chats, Network Map Converting a Tweet into a Lead Engaging Existing Donors 6. Socializing Your Staff 2. 3. 4. 5.
CONTENT MIX Create and Curate Awesome Content Make Your Content Discoverable and Enchanting
Popular Content Ratios All ratios skew towards more about others, less about you. • 25-25-25-25 – 25% you (including UGC), 25% others, 25% news, 25% enchantment • 5-3-2 – 5 from others, 3 from you, 2 personal status • 555+ – 5 about you, 5 about others, 5 replies, + misc. posts that add value like UGC • 30-60-10 – 30% owned, 60% curated, 10% promotional Resource: https://blog.bufferapp.com/self-promotion-in-social-media
Content on Facebook Mind the algorithm. Types of Content • Sharing – Posts from other Pages • Original – Video – Photo(s) + link, photos in Timeline, photos as Album – Link, carousel – Event, notes, live video
Content on Facebook Best Practice • <40 characters • Native video • Sharing other posts and videos from Pages your audience may already like/follow • Pay to play • Average lifespan is 6 hours • Frequency for the average, non-media Page is 1-2 times a day
A short, strong message, humanizing the issue
If it’s a blog post Make sure image is populated Make sure to tag orgs references
Web page is not optimized with Open Graph markup www.developers.facebook .com/docs/sharing/webma sters Be wary of posts with photo + link
Content on Instagram It’s more acceptable in Instagram to make it all about you. Types of Content • Reposts/Regram app • Stock/Free to edit images, layer with text – Could bring awareness to millennials, encourage sharing • Original Images – smartphone photography, professional photography – illustration • Original 15 Second Videos (ads can be 60 sec) – stop motion, animation, slideshow of photos, still image with audio, candid video, professional video
professional photograph illustration repost of user-generated smartphone photos animation
No hashtags Link in bio is sufficient No response to comment
Content on Instagram Best Practice • Experiment with short- and long-form posts – Amount of characters shortened before you have to click “view more.” • Hashtags – Use max of 5 hashtags(allowed up to 30). You can comment on the post with the hashtagsinstead of populating the caption with several hashtags. – Research hashtagsand vary them by popularity.
Content on Instagram Best Practice • Tag locationand relevant people if any. • Change the link in bio away from homepage depending on campaign or event. • When reposting, ask for permission and then attribute in caption and/or show as watermark with a repost app. • Ideal frequency is once a day. • Engage to grow your followers by searching for hashtags on you and related to you. Like and comment on those posts.
Content on Twitter Types of Content • original tweets, gifs, video (30 seconds) • RTs, retweet with comment, reply • Twitter Cards • Periscope, Vine
Content on Twitter Best Practice • One-on-one engagement • 1-3 hashtags • Be generous = • Tweets with images can get 150% more engagement • Attribute by appending “via @source” • Life span of tweet is about 15 minutes • Ideal frequency is 3-5 tweets a day
Tweets get more engagement with… • tweets with links getretweeted 86% more often. • If you can keep the tweet under 100 characters, you’ll also get 17% more engagement. • Images perform far better than videos • Create image-based quotes with your logo, and then push them out on Twitter.
Attribution via @mention One hashtag Includes image. Website is optimized for Twitter.
No hashtags. No retweets of other content. No tweets of third- party content. No signs of engagement through replies or comments.
Content on LinkedIn Best for searching for connections to staff, volunteers, and board members. Types of Content • Status Updates – no more than one every day, maybe every 2 days • Blog Posts via Pulse
Your staff can help yrLinkedin Page Via Lori Ruff, “The LinkedinDiva”
Content on LinkedIn Personal Profile • Improve your profile – Profile picture – Summary – Education – Volunteer experience and causes – Detailed work experience for at least 3 recent positions – Skills • Connect with Volunteers and Board Members • Post status updates – Post at peak activity times – Lead with a catchy first line – Reciprocate • Post blog posts
http://RockLinkedIn.com. • 15-20 minutes each day on routine tasks like checking their inbox, accepting invitations and sending thank yous, engaging groups, scanning homepage (to like or comment on updates from their network) and connecting to a couple of people that they know. • 15-20 minutes /3x week • For active lead generation campaigns, we recommend a process that takes 30-60 minutes a day. • http://itsmyurls.com/loriruff
Follow Linkedin Influencers and Channels that are relevant https://www.linkedin.com/pulse/discover
Content Curation The Process • Content curationis sorting the web and sharing meaningful content. • Curating content builds your online reputation as a subject- matter expert in your niche. • How to curate content: – Find: Aggregate content using RSS tools – Curate: Cherry-pick the best content – Share: Contextualize the content when sharing
Content Curation Tools and Dashboards • Comprehensive Netvibes • • • • User Friendly Feedly Flipboard, FlipboardTopics Scoop.it Good for Twitter Lists Hootsuite • Good for Finding Popular Content Buzzsumo • • • Alerts on Your Organization,Staff, and Competitors Google Alerts Mentions TalkwaterAlerts
Content Creation Characteristics Media: Tone: Length: Life: Labor: text, photos, infographics, video, webinars, GIFs humorous, enchanting, serious long, short evergreen, expires high, low
Content Creation How to Use Images, Video, and Music without Infringing on Copyright • Create your own • Pay for them • Use websites offering content that is free to use, modify, and distribute
Content Creation Resources • • • • Copyright-free images search.creativecommons.org morguefile.com flickr.com/creativecommons/by-2.0 Stock Footage openfootage.net • • • • • • • • Royalty-free Audio Files Youtube audio library audiojungle.net Free InfographicTools infogr.am piktochart.com Free, Easy Photo Editors canva.com Pablo Almost-Free Video Editing Apps Clips Stop motion
CULTIVATION Nurture Advocates and Donors Through Social Media Present enchanting content. Build relationships online. Then ask for money.
The Big Picture • • • Build a community. Quality not quantity. Be committed. It’s a marathon, not a sprint.
The Social Funnel Prospects Visitors Subscribers/Followers Super Fans Donors
CrowdfundingCampaign • • • • • • • Strategize your campaign and set realistic goals. Evaluate your audience (who and where). Build your lists of fans and influencers. Get commitment to donate from super fans. Create easily shareable content and messaging. Ask your super fans to share. Measure your campaign’s KPIs (key performance indicators).
LinkedIn For Fundraising & conversion • First, make sure your organization presence is strong by posting updates. • What You Can Do: – Find the right connections to build strategic partnerships – Target foundations and corporations to develop meaningful relationships – Engage and manage existing donor relationships – Leverage your board’s relationships efficiently • How You Can Do it: – Search to find the right contacts in LinkedIn – See how you’re connected and ask for an introduction
Identifying Your Target Audience on Twitter • Map the landscape – Media / journalists / reporters / niche publications – Thought leaders – Peer Institutions – Advocates • Create flattering Twitter lists for each segment • Find individuals and orgs in each segment using tools and add them to the appropriate lists – Advanced Twitter Search – Socialbro: target new users and list influencers – Buzzsumo—good for journalists – Niche Tweet Chats—also good for journalists – Little Bird (paid tool)