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Social Media For The Smart Nonprofit Brian Raines Calvert Design Group, Inc. www.calvertdesigngroup.com 410-231-4664 http://about.me/brianraines
Social Media “Interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks” Wikipedia Defined by the creation and exchange of user-generated content, thoughts, & ideas Has introduced substantial changes to communication between organizations, communities, and individuals Classifications • Social Network (Facebook) • Blogs/Microblog (Twitter) • Content Community (YouTube) • Collaborative (Wikipedia) • Virtual Gaming (World of Warcraft) • Virtual Social Worlds (Second Life)
Social Media Marketing • Form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals • Have a plan and goals! • What are you hoping to achieve through social media marketing? • Who is your target audience? • Where would your target audience hang out and how would they use social media? • What message do you want to send to your audience with social media marketing? • Social media marketing can help with a number of goals, such as: • Website traffic • Conversions • Brand awareness • Creating a brand identity and positive brand association • Communication and interaction with key audiences • More defined by you specific to your business
Topics for Today • Why Social Media is important for my nonprofit • Know your platforms • What does the term “social care” mean to my nonprofit • How to measure results
The Numbers Don’t Lie… • Social networks DOMINATE Internet usage • 20% of PC time and • 30% of mobile time • People aged 25-34 are most likely to use social media in the office, with over half saying they do so • 30% of Twitter users have an income of more than $100,000 • 60 percent of all U.S. seniors (those 65 and older) are online. And of those, about half -- 49 percent -- are using Facebook • Over 5 million images are uploaded every day on Instagram
Investment in Social Media Will Become a Necessity, Not a Luxury • The tipping point from ‘should have’ to ‘must have’ will occur in 2014. • There is a need to integrate social media efforts with content strategy, leading to an impact in terms of lead generation, referral traffic, and revenue. • Increase in hiring social media strategists or full-time social media managers.
Social Media Goals for the Smart Nonprofit • New Followers • Grow Membership • Increase Donations • Newsletter Subscriptions • Increase Event Registration • Get Grant Money
Know Your Platforms! Facebook Google+ Twitter LinkedIn Pinterest Yelp Reddit Instagram Vine
Facebook Casual, friendly environment requires an active social media marketing strategy Begins with creating a Facebook Business Fan Page Social media marketing for business pages revolves around furthering your conversation with audiences by posting industry-related articles, images, videos, etc Is a place people go to relax and chat with friends, so keep your tone light and friendly Explore the use of the a new feature - #hashtags to create “buzz” about a product, event, special interest, etc.
Google+ Facebook competitor with the same fun, casual atmosphere. Upload and share photos, videos, links, and view all your +1s. Google uses Authorship to create a visual tie between you and the content you publish. The enhanced search result listings help readers identify your content at a glance and help youbuild authority and influence. Google+ is quickly gaining steam, and in fact, now has the second highest number of monthly users (343 million). An integral part of Google’s SEO, social signals and providing a more personalized search experience. This is especially apparent with the importance of Google Authorship, which I believe will be one of the key components to Google’s search ranking algorithm by the end of 2014.
Twitter Broadcast your updates across the web Follow tweeters in your industry or related fields to gain a steady stream of followers in return Mix up your official-related tweets about events, specials, discounts, and news updates with some fun and quirky tweets Be sure to retweet when a supporter has something nice to say about you, and don’t forget answer people’s questions when possible. Using Twitter as a social media marketing tool revolves around dialog and communication, so be sure to interact as much as possible
LinkedIn LinkedIn Will Continue It’s Rise as a Major Player for B2B Business Growth LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals Encourage customers or clients to give your nonprofit a recommendation on your LinkedIn profile Recommendations makes you appear more credible and reliable
Image-Centric & Micro Video Networks Image-Centric & Micro Video Networks Will See Huge Success We’ve seen a consistent trend in 2013 toward sharing through image and video, rather than text-based content. Visual content will increasingly become a critical piece of any solid content strategy.
YouTube Number one place for delivering video content Many try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim. Instead, focus on creating useful, instructive “how-to” videos, event preparation and post event wrap up. These videos also have the added benefit of ranking on the video search results of Google YouTube is one of the most highly searched websites Setting up a YouTube Channel is a great way to engage your prospects and establish your authority on a subject
Pinterest One of the latest in social media marketing trends. Pinterest’s is an image-centered platform that is ideal for retail, but anyone can benefit from using Pinterest for social media purposes Pinterest allows you to showcase your product offerings, events, and activities while also developing your brand’s personality with some unique pinboards Current user base at 70 million, but while Facebook users are looking to interact with friends Pinterest users are building collections of images focused on activities and products that interest them. As these “pins” are shared the opportunity for a viral image is large – all containing links to back to your website.
Instagram Instagram is the popular app known for the cool pictures you can take with it. But there’s a lot more to Instagram than meets the eye. Once you get past the cool pictures, you’ll see just how influential it can be for your nonprofit. Provides a personal touch to your brand Attracts a new demographic Increase market reach with new followers dedicated to the platform Pictures and video tell stories and if used properly, can drive engagement. Instagramcan be a powerful channel that allows you to show customers the personal side of your business, connect with new prospects, and network to create meaningful relationships.
Vine Vine is a Twitter-owned mobile/social video app released in January 2013 for iPhones and in June 2013 for Android devices. Using Vine, you can shoot videos on your smartphone up to six seconds long. You can share them with other Vine app users as well as post them to your Facebook and Twitter accounts. Same benefits as Instagram with regard to showing the personal side of your nonprofit, connecting with new prospects, and networking to create meaningful relationships. Long term engagement is the key.
Yelp Social media platforms like Yelp and Foursquare are great for brick and mortar businesses looking to implement local mobile social marketing Yelp is an online guide that helps people find places to eat, shop, drink, relax and play, based on the informed opinions of locals in the know. Yelp is focused on finding, reviewing and talking about what's great — and not so great — in your world. Register on these sites to claim your location spot, and then consider extra incentives such as check-in rewards or special discounts. Remember, these visitors will have their phones in hand so they will have access to providing reviews which could hurt or significantly aid your users.
Reddit For Advanced Users… Reddit, or similar social media platforms such as Stumble Upon or Digg, are ideal for sharing compelling content. With over 2 billion page views a month, Reddit has incredible social media marketing potential, but marketers should be WARNED that only truly unique, interesting content will be welcomed. Posting on Reddit is playing with fire—submit spammy or overtly sales-focused content and your nonprofit could get berated by this extremely tech-savvy community. If you have content you believe the Reddit community (majority is young, geeky, liberal, and internet-obsessed) would enjoy, you could reap tremendous benefits and earn valuable traffic.
Shocker – MySpace is BACK! Myspace has rebranded itself as a social entertainment network—connecting the Gen Y audience to their favorite music, celebrities, TV, movies and games With their radical makeover and re-branding efforts earlier this year, MySpace appears to be getting its second wind. Offering an iPhone app that allows users to network, receive private messages, and listen to their own personalized radio station, MySpace seems to be on track for growth in 2014. I don’t see MySpace ever again competing in the same space as Facebook or Twitter, but it will be interesting to see how the network grows among bands and music- lovers. Watch and see what happens…
Where to Start… • My recommendations for an entry level path to success with social media marketing would include tactics centered around: • Facebook • Business Page (not profile) • Quality cover photo • Regular posts with your goals in mind (increase LIKEs, drive website traffic) • Engage fans and be responsive – don’t post, engage! • Twitter • Find and follow industry leaders • Engage your followers with unique content and news related to your space • Establish your authority • Retweet frequently things that are relevant • LinkedIn • Build both a personal brand AND a business presence • Participate in groups and engage
Social Care • Customer care online is more important than ever • 47% of social media users engage in ‘social care’, meaning that customer service via social media is imperative for brands • One in three social media users prefer social care to a phone contact • Facebook is the most common platform used to seek out contact • Approximately 46% of online users count on social media when making a purchase decision.
How to Measure Success - Channels • Marketing Reach by Channel • Facebook likes • Twitter followers • YouTube Channel subscribers • Linkedin company page followers & group members • Email Newsletter subscriptions (open rates) • Pinterest followers • Measure Total Marketing Reach • The total number of people you can reach across all your networks • MoM (month-over-month) is a good measure but can be volatile depending upon the impact of one time events
How to Measure Success - Channels Publish a thorough and quantitative monthly report on your social media marketing impact.
How to Measure Success - Website • Visit Trends • weekly, monthly, and yearly • Engagement Trends • - Page visits & time on site • Traffic Sources- Search engines & referring sites • - LOOK for social media referrals Top Keywords - Branded vs. Non-branded keywords Top Content - Does it match content promoted through social platforms
Keys to SMM Success for Your Nonprofit Pick the Right Social Networks Find an ‘expert’ to help you Prepare to lose control Know who is already pretending to be you Make a good first impression Post quality content with viral potential Find your supporters already using social media Communicate frequently Devote staff time to social media Activate your followers Invest in the future
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Extra Tips & Ideas Behind-The-Scenes Footage Pictures & video can show how your volunteers and staff work towards your organizations goals. This helps build a personal relationship with your followers.
Extra Tips & Ideas Share Your History Dig into the archives and grab some photos! Engages your fans and shows how dedicated your organization is to your cause.
Extra Tips & Ideas Link to Your Press Coverage Your social media platforms should always be the top resource for supporters for news about your organization.
Extra Tips & Ideas Share Successes Good news is a great way to grow a social media fan base – it is the stuff people love to share!
Extra Tips & Ideas Share Feedback Sharing responses from people who have benefited from your organizations services serves to promote those services to others.
Extra Tips & Ideas Tagging Partners When you share and tag the Facebook page of another nonprofit in your field you expand the reach of both organizations.
Extra Tips & Ideas Use a Facebook Cover Photo Wisely Make sure your cover photo shows off your cause. Share all the work your nonprofit does.
Extra Tips & Ideas Post Testimonials Sharing testimonials can show your members and followers what your organization is helping people achieve.
Extra Tips & Ideas Event Photos Every event is an opportunity to share your activities – whether cleaning up a river bank or participating in a conference. Visually share!
Extra Tips & Ideas Ask for comments and input Does just post, engage! Ask your followers for their input, comments, thoughts, and ideas.
Extra Tips & Ideas Share your expertise You know your subject. Your members and volunteers depend upon that expertise and sharing it can help make people passionate about the cause.
Extra Tips & Ideas Share your awards Fans appreciate the success of your organization and sharing it builds a tighter community and increases engagement.