Build + Activate Online Audiences

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How can organizations build and activate online audiences? Which social networks should nonprofits invest their (limited!) resources? What recent campaigns produced results on a limited budget?

Heather Whaling, president of Geben Communication, recently conducted a social media training for a group of nonprofit organizations, all struggling to connect with audiences via social media on (very!) limited budgets. This presentation explains the three golden rules of social media, pros/cons of various networks and offers case studies showcasing effective uses of social media. Feel free to "remix" and borrow from these ideas to strengthen your own online presence.

Interested in having Heather speak to your organization or help you developed a customized plan? Email her: heather [at] gebencommunucation.com

Published in: Social Media, Technology, Business

Build + Activate Online Audiences

  1. 1. A fresh AP[PR]OACH: Build + Activate Online Audiences Heather Whaling heather@gebencommunication.com prtini.com • @prTini
  2. 2. 3 guidelines
  3. 3. rule #1: value
  4. 4. rule #2: start small
  5. 5. rule #3: effective + efficient
  6. 6. Social? Blog? Email? Time of day Types of content
  7. 7. types of content:
  8. 8. •  200+ networks •  Impossible to be everywhere •  Follow your audience
  9. 9. Pros •  High engagement •  Relationship-building •  News dissemination •  Diversity Cons •  Time-intense
  10. 10. Pros •  Behemoth network •  Solid analytics •  Strong targeting Cons •  Paid almost required •  Frequent changes •  Noisy network
  11. 11. Pros •  Professional audience •  News dissemination •  Improving engagement •  Interest groups Cons •  Getting noisier •  Limited diversity •  Not as “sticky”
  12. 12. Pros •  Easy engagement •  Straightforward •  Visually compelling •  Reusable content •  Audience range Cons •  Limited metrics •  Minimal CTA tracking •  No geo-targeting
  13. 13. Pros •  Heavy teen usage •  “Snackable” content •  Visual, but different Cons •  Limited audience •  Not really meant for “brands”
  14. 14. Pros •  High referral traffic •  Variety of content •  Easy to find/search Cons •  Time-intense •  No geo-targeting
  15. 15. your turn Which network(s) is most valuable for your organization? Why?
  16. 16. Increase: •  Referral traffic •  Network/database •  Engagement levels •  Registrations •  Educate & advocate
  17. 17. tools Buffer Hootsuite Google Analytics Facebook Insights Feedly
  18. 18. “pinterestification” of the web
  19. 19. photo apps
  20. 20. influencer relations
  21. 21. Source: http://www.flickr.com/photos/86979666@N00/
  22. 22. infuse creativity:
  23. 23. educate local bloggers Teen Dating Violence Awareness Month: Invited three local bloggers to discuss and raise awareness of teen dating violence statistics, warning signs and steps to prevent it. They then posted on Facebook and Twitter, and blogged about the discussion. “The meeting was incredibly powerful and sobering. I'm grateful for an organization like The Women's Fund that is willing to facilitate these discussions.”
  24. 24. partner with local organizations Equal Pay Day: •  CYP partnership •  Invited young professional women to attend a pay negotiation training seminar at The Women’s Fund RESULTS: •  50+ attendees •  Introduced The Women’s Fund to new audiences •  Built lasting relationship with CYP (Multiple events have been co-hosted since)
  25. 25. creativity that gets results
  26. 26. Live Facebook Q&A: Facilitate conversation among marathoners and provide training tips and advice from running and training experts
  27. 27. instagram | launch The Power of the Networks •  Instagram “correspondents” •  Pre-event promotion •  Live photos at the event •  Interaction between accounts •  Result: @CbusMarathon had 300+ followers within 1 week of launching
  28. 28. be social. have fun. RunFest Photo Booth •  Pick an accessory •  Strike a pose •  Snap a photo on their phone •  Share with #cbusmarathon
  29. 29. IG ambassadors Countdown to race day: •  Launched 2013 “Instagram Ambassador” program 50 days prior to race day •  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog •  Result: 700 followers in 3 months •  •  Pittsburgh Marathon: 720 followers in the last year NYC Marathon: 445 followers
  30. 30. IG ambassadors Prompts: What’s your favorite training tech? • Where do you run? What do you wear while training? • What motivates you?
  31. 31. GOAL: •  Increase donations from online communities •  Engage a corporate sponsor •  Tap into local online influencers’ personal networks •  Expand NCH’s local online footprint
  32. 32. RESULTS: •  500+ photos entered, resulting in a $5,000 donation to Nationwide Kids from Simple Bath Ohio •  #NCHfavorites hashtag –  1.1 million people on Twitter –  242,000 on Instagram
  33. 33. GOAL: •  Launch iPad app •  Grow social footprint •  UGC for off-season
  34. 34. PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards
  35. 35. RESULTS •  6,000+ website visits •  150+ photos submitted •  130 participants’ email addresses collected •  Facebook audience tripled •  #GrowInspired reached 60,000 people
  36. 36. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices.

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