6 Social Media Tips And Marketing Tactics Nonprofits Can Learn From Food Trucks

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If you live in or have visited almost any major city, chances are you’ve seen the lines around the block for one of the many food trucks serving the hungry masses tasty lobster rolls, Vietnamese …

If you live in or have visited almost any major city, chances are you’ve seen the lines around the block for one of the many food trucks serving the hungry masses tasty lobster rolls, Vietnamese inspired tacos, or delicious cupcakes. But beyond filling our bellies, these new businesses have become marketing masters, utilizing social media and other tools to bringing new customers to their businesses. Nonprofits can learn a thing or two from these food trucks. We take a look “under the hood” to uncover the secrets of their explosive success through masterful grassroots marketing, a collaborative spirit and a laser focus on their brand. Presented by Carie Lewis and Erin Shy.

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  • 1. Six Social Media andMarketing TacticsNonprofits Can Learn fromFood Trucks
  • 2. #apffoodtruckIntroductionsCarie LewisDeputy Director, Online CommunicationsThe Humane Society of the United States@cariegrls@HumaneSocietyErin ShySr. Director Product Management and Product MarketingSage Nonprofit@erinshy
  • 3. #apffoodtruckHow did Food Trucks emerge?
  • 4. #apffoodtruckHow did Food Trucks emerge?
  • 5. #apffoodtruck
  • 6. #apffoodtruck
  • 7. #apffoodtruck
  • 8. #apffoodtruck
  • 9. #apffoodtruck
  • 10. #apffoodtruck
  • 11. #apffoodtruck
  • 12. #apffoodtruck
  • 13. #apffoodtruck Video post: Billy 9,500 likes 4,400 shares 1,000 comments $2,000 raisedPhoto post: Sam31,600 likes8,000 shares3,000 comments$5,000 raised
  • 14. #apffoodtruckWhat to test:Email• Subject line text• Use of multimedia: video vs. photo• Full article vs. teaserFacebook• Post length Tested our DRTV• Multimedia type / post type Form, long form• Questions vs. statements won• Time of dayDonation forms• Donation amounts• Button color• Images• Single vs. multipage
  • 15. #apffoodtruckhttps://www.youtube.com/watch?feature=player_detailpage&v=tXSCP84QgS4
  • 16. #apffoodtruckSeabirdshttp://www.youtube.com/watch?v=3DxGWI1S59UWorld Wildlife Fundhttp://www.thedailydogooder.com/2013/01/28/national-sweater-day-2013/
  • 17. #apffoodtruckBringing your pets to workis such a HUGE part of ourorganization’s culture.We create our own memes!
  • 18. #apffoodtruckBranded donation page
  • 19. #apffoodtruck
  • 20. #apffoodtruckhttp://www.youtube.com/watch?feature=player_detailpage&v=ewVnNBx5DdU#t=49s
  • 21. #apffoodtruckYou HAVE to be wherepeople are – and make itas easy as possible.We found our membersare not on Twitter, butthey talk about us there.Our members are onFacebook.25% of our web traffic isfrom mobile devices
  • 22. #apffoodtruck
  • 23. #apffoodtruckPush your message – butmake it about them.If you look at our Twitterfeed, it’s mostly @replies.LISTEN and find out whatthey like/want/need.
  • 24. #apffoodtruck
  • 25. #apffoodtruck
  • 26. #apffoodtruck
  • 27. #apffoodtruckParticipating in charitycontests are fun – but it’san incredible resourceinvestment. Make surethe payoff is worth it!In the end, make sure youclose the loop.
  • 28. #apffoodtruck
  • 29. #apffoodtruck
  • 30. #apffoodtruckBe opportunistic, nimble,and use social media inparticular for time-sensitive events
  • 31. #apffoodtruck
  • 32. #apffoodtruckSummary1. Focus on a niche2. Manage risks and tests concepts3. Define your brand and personality4. Go to your customers, be fundamentally mobile5. Push your message through social media6. Collaborate with the competition7. Create a sense of urgency
  • 33. #apffoodtruckCarie LewisDeputy Director, Online CommunicationsThe Humane Society of the United States@cariegrlsErin ShySr. Director Product Management and Product MarketingSage Nonprofit@erinshy