Marketing and Social Media - What's New in 2013 and 2014
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Marketing and Social Media - What's New in 2013 and 2014

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Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, ...

Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, content marketing, social media, email marketing, YouTube or video marketing, and how to marketing to Millenials.

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Marketing and Social Media - What's New in 2013 and 2014 Marketing and Social Media - What's New in 2013 and 2014 Presentation Transcript

  • Marketing & Social Media – What’s New? presented for Kentucky Nonprofit Leadership Forum October 23, 2013
  • VP, Media + Marketing with LEAP 12 years of experience in marketing, both traditional and digital MBA from University of Louisville Adjunct Professor at Spalding University @christy_belden Speak and present on a numerous digital marketing topics www.linkedin.com/in/christybelden www.christybelden.com
  • www.leapagency.com www.leapagency.com/blog Facebook Twitter #sm #marketing @leapagency
  • www.courier-journal.com Facebook Twitter #sm #Marketing @courierjournal
  • @kynonprofits @christy_belden @leapagency @courierjournal #sm #marketing
  • Agenda • • • • • • Marketing Today and Beyond Inbound Marketing vs. Outbound/Outbound Marketing Channels • Content • Social Media • Email • Events/Guerrilla Marketing • YouTube Millenials Takeaways Resources
  • Marketing Today and Beyond
  • Source: Avectra
  • Source: M+R and NTEN
  • Source: Waggener Edstrom
  • Source: Waggener Edstrom
  • Source: Waggener Edstrom
  • Source: Waggener Edstrom
  • Source: 2013 eNonprofit Benchmark
  • Inbound vs. Outbound/Int erruption
  • Source: http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing
  • Channels
  • Data and Analytics
  • Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/
  • Tips • Start small • Try to connect donors, volunteers, participants to email, donations, social media • Segment groups and provide unique opportunities for each group
  • Content Marketing
  • Google Trends for “Content Marketing” Source: Google Trends
  • Source: NewsVend
  • Source: NewsVend
  • Source: PRDaily
  • 46% of Millenials have read a blog post on a nonprofit’s site Source: Hubspot, 2013 Millennial Impact Report
  • Mechanisms for Content Distribution Source: NewsVend
  • Example: WWF - blog
  • Example: ASPCA - blog
  • Example: Amnesty International - Infographic
  • Tips • Start! • Create editorial calendars when content will be launched • Distribute content • Think outside of text • Recruit guest bloggers • Tell the stories • Thanks volunteers • Evergreen
  • Social Media
  • Source: MDG Advertising
  • Source: Artez
  • Source: M+R and NTEN
  • Source: MDG Advertising
  • Source: Waggener Edstrom
  • Source: Mashable
  • Source: LEAP
  • Nonprofit Hashtags #video4change #socimpact #dogood #nonprofits #volunteer #activism #charity #donate #socialgood #causes #fundraising #philanthropy #advocacy
  • Examples: It Gets Better Project on Google+
  • Examples: American Red Cross on Pinterest
  • Tips • Must have a detailed social media strategy • Have a person, or a team, devoted to social media – This is not an intern • Executive management needs to make social media a priority – Both personally and professionally • Start budgeting for social media advertising • Think outside Facebook • Use hashtags
  • Email
  • Source: 2013 eNonprofit Benchmarks Study
  • Source: 2013 eNonprofit Benchmarks Study
  • Example - KIVA
  • Tips • Frequent, consistent communication • Think multimedia content • Customize the content with personal information • Drive the user to action
  • YouTube
  • Source: Waggener Edstrom
  • Example: Water is Life http://www.youtube.com/watch?v=XYf82F3CHYo&list=PLNefYveISOJnZygggcNPuGvCtY_Zx-Bvj
  • Tips • Use video to explain complex issues • Feature the stories • Have a call to action at the end • Think of it as an investment
  • Events/Gueri lla Marketing
  • Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/
  • Example: World Blood Donor Day 2013 http://www.youtube.com/watch?v=8JYUXnesH8M
  • Tips • Think outside of the box • Leverage social media
  • Crowdfunding
  • Source: Mashable
  • Millennials
  • Stats for Nonprofits and Millennials • Nearly half of respondents follow 1-5 organizations on social media, while threequarters of them Like, retweet or share social content • More than 60% of respondents said they liked when nonprofits shared stories about successful projects or the people they help. • Roughly two-thirds of respondents stated they receive email or e-newsletters from 1-5 different nonprofits • As a result of an email request, 52% signed a petition or pledge and donated, while 49% shared or forwarded news or updates • 51% of Millenials have visited a nonprofit’s website and connected with them on social media • 83% of respondents said they own smartphones, with 80% of this group noting they prefer nonprofits to have a mobile-friendly website. Source: Hubspot, 2013 Millennial Impact Report
  • Takeaways
  • Takeaways • Be Everywhere • Make your messaging relatable, relevant, sharable • Your website is your home • Mobile, mobile, mobile • 80/20 rule when posting on social media • Create • Be Authentic
  • Resources
  • Resources - Books Youtility – Jay Baer The New Rules of Marketing & PR – David Meerman Scott The Art of SEO – Eric Enge, Stephen Spencer, Rand Fishkin
  • Resources - Blogs • Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com • Social Brite – www.socialbrite.org • 2013 eNonprofit Benchmarks Study – www.e-benchmarksstudy.com
  • Resources – Hashtags Twitter Chats & Resources #nptalk #ynpchat #smnpchat #npmc #npcons #nptech #14NTC
  • Questions?
  • Thank You!