21 Tips for Engaging Alumni Through Social Media by John Haydon

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From Blackbaud Higher Ed Forum, hosted by Emmanuel College, John Haydon presented 21 tips for engaging alumni via social media. Great examples of schools doing it right and some practical tips for getting more out of your social media presence.

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21 Tips for Engaging Alumni Through Social Media by John Haydon

  1. 1. 21 Tips for Engaging Alumni Through Social Media
  2. 2. •The problem with Facebook •Brand voice versus Friend voice •How can I effectively grow my followers? •How does the newsfeed algorithm affect my Page’s reach? •When time and day should I post content? •How can I optimize content (text, images, links)? •How can I use other channels to boost engagement on social? •What tools are critical for success? What we’ll be discussing 21 Tips for Engaging Alumni Through Social Media
  3. 3. Get a notepad and pen Taking notes will increase the likelyhood that you’ll take action. Also, you can jott down resources I mention that ARE NOT in the slides. 21 Tips for Engaging Alumni Through Social Media
  4. 4. The problem with Facebook...
  5. 5. People don’t use Facebook to connect with brands or nonprofits The problem with Facebook 21 Tips for Engaging Alumni Through Social Media
  6. 6. 70% of us trust brand recommendations from friends, but only 10% trust messages from those same brands. - Forrester Research The problem with Facebook People don’t trust what you say... 21 Tips for Engaging Alumni Through Social Media
  7. 7. So... Where do you start? The problem with Facebook 21 Tips for Engaging Alumni Through Social Media
  8. 8. Start with friend voice 21 Tips for Engaging Alumni Through Social Media
  9. 9. Start with friend voice 21 Tips for Engaging Alumni Through Social Media
  10. 10. Start with friend voice 21 Tips for Engaging Alumni Through Social Media
  11. 11. The secret to success on social...
  12. 12. is realizing that you’re not trying to engage total strangers
  13. 13. You’re simply trying to engage your EXISTING community
  14. 14. How can I effectively grow my followers?
  15. 15. First, you must understand your current fans, grasshopper. 21 Tips for Engaging Alumni Through Social Media
  16. 16. Who are your alumni and what do they want? How can I effectively grow my followers? 21 Tips for Engaging Alumni Through Social Media
  17. 17. Facebook Graph search lets you search Facebook’s massive database of interests. Use Facebook Graph Search to analyze your fanbase 21 Tips for Engaging Alumni Through Social Media
  18. 18. 1. My friends who like [your org] 2. Favorite interests of people who like [your page] 3. Favorite interests of people who like [your org] and [competing page] 4. Groups of people who like [your org] 5. Pages liked by people who like [your page] 6. Pages liked by women who like [your page] 7. Pages liked by men who like [your page] 8. Fans of [your page] and [another page] 9. Restaurants in [your city] visited by people who like [your page] 10. Pages like by people who live in [your city] and like [your page] How can I effectively grow my followers? Use Facebook Graph Search to analyze your fanbase 21 Tips for Engaging Alumni Through Social Media Tip #1
  19. 19. #1: Start with your database! Your Community Subscribers Donors Volunteers How can I effectively grow my followers? 21 Tips for Engaging Alumni Through Social Media Tip #2
  20. 20. #2: Select best segment for promotion. Your Community Subscribers Donors Volunteers How can I effectively grow my followers? 21 Tips for Engaging Alumni Through Social Media Tip #2
  21. 21. Your website Your events Your physical place Your email list Your snail mail list #3: Promote your social through all channels How can I effectively grow my followers? 21 Tips for Engaging Alumni Through Social Media Tip #2
  22. 22. But wait... what’s in it for them?
  23. 23. But wait... what’s in it for them? 21 Tips for Engaging Alumni Through Social Media
  24. 24. 1) Share amazing stories. But wait... what’s in it for them? 21 Tips for Engaging Alumni Through Social Media Tip #3
  25. 25. 1) Share amazing stories. 2) Sweepstakes or giveaways ShortStack and TabSite are excellent tools for sweepstakes and photo contests But wait... what’s in it for them? 21 Tips for Engaging Alumni Through Social Media Tip #4
  26. 26. 1) Share amazing stories. 2) Sweepstakes or giveaways 3) Fan-gated content (eBooks, resources) But wait... what’s in it for them? 21 Tips for Engaging Alumni Through Social Media Tip #5
  27. 27. http://youtu.be/7so1-OrYyhE 1) Share amazing stories. 2) Sweepstakes or giveaways 3) Fan-gated content (eBooks, resources) ShortStack and TabSite are excellent tools to offer fan-only content But wait... what’s in it for them? 21 Tips for Engaging Alumni Through Social Media Tip #5
  28. 28. How does the newsfeed algorithm affect my Page’s reach?
  29. 29. How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  30. 30. 30 1.You post an update on your Page How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  31. 31. 31 1.You post an update on your Page 2.Some of your fans see that update (reach) How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  32. 32. 32 1.You post an update on your Page 2.Some of your fans see that update (reach) 3.Some of those fans like, comment on,or share that update (talking about this) How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  33. 33. 33 1.You post an update on your Page 2.Some of your fans see that update (reach) 3.Some of those fans like, comment on,or share that update (talking about this) 4.Some of their friends see the story created in number 3 (viral reach) How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  34. 34. 34 1.You post an update on your Page 2.Some of your fans see that update (reach) 3.Some of those fans like, comment on,or share that update (talking about this) 4.Some of their friends see the story created in number 3 (viral reach) 5.Some of those friends like, comment on,or share that update (talking about this) How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  35. 35. Four factors that determine whether your fan sees your Page update: Relationship between fan and update How fans talk about that update (likes, comments, shares) How recently the update was published How many negative comments the update received How does the newsfeed algorithm affect my Page’s reach? 21 Tips for Engaging Alumni Through Social Media
  36. 36. How should I configure my page for maximum virality?
  37. 37. How should I configure my page for maximum virality? Select these settings today! 21 Tips for Engaging Alumni Through Social Media
  38. 38. (1) Posting ability - Allowing users to post increases exposure for your org through virality. Select these settings today! How should I configure my page for maximum virality? 21 Tips for Engaging Alumni Through Social Media Tip #6
  39. 39. (1) Posting ability - Allowing users to post increases exposure for your org through virality. (2) Tagging Ability – This creates viral exposure when people tag their friends How should I configure my page for maximum virality? Select these settings today! 21 Tips for Engaging Alumni Through Social Media Tip #7
  40. 40. (1) Posting ability - Allowing users to post increases exposure for your org through virality. (2) Tagging Ability – This creates viral exposure when people tag their friends (3) Replies - This helps deepen discussions within comments How should I configure my page for maximum virality? Select these settings today! 21 Tips for Engaging Alumni Through Social Media Tip #8
  41. 41. (1) Posting ability - Allowing users to post increases exposure for your org through virality. (2) Tagging Ability – This creates viral exposure when people tag their friends (3) Replies - This helps deepen discussions within comments (4) Similar suggestions - Allows Facebook to suggest your Page whensimilar Pages are liked. How should I configure my page for maximum virality? Select these settings today! 21 Tips for Engaging Alumni Through Social Media Tip #9
  42. 42. When should I post content to my Page?
  43. 43. HubSpot found that 8pm is best for comments and likes, 6pm for shares When should I post content to my Page? Nightime! 21 Tips for Engaging Alumni Through Social Media Tip #10
  44. 44. Data on more than 1.3 million posts published on the top 10,000 pages (source: Dan Zarrella) 16 When should I post content to my Page? People use Facebook more on the weekends Weekends! 21 Tips for Engaging Alumni Through Social Media Tip #11
  45. 45. Use Insights! Insights shows you what days and times your fans are online. When should I post content to my Page? 21 Tips for Engaging Alumni Through Social Media Tip #12
  46. 46. How can I optimize links for more traffic to my website?
  47. 47. When you shorten a URL, you are taking away information the user needs to be able to decide if they should click the link or not. In fact, research has shown that long URLs get 3x as many clicks as short URLs. How can I optimize links for more traffic to my website? Don’t post short URLs 21 Tips for Engaging Alumni Through Social Media Tip #13
  48. 48. How can I optimize links for more traffic to my website? Try the new CTAs http://www.johnhaydon.com/2014/02/24/new-facebook-call-to-actions-for-link-posts-video-tutorial/ 21 Tips for Engaging Alumni Through Social Media Tip #14
  49. 49. Facebook is a sharing tool, not a traffic tool How can I optimize links for more traffic to my website? 21 Tips for Engaging Alumni Through Social Media Tip #14
  50. 50. How can I optimize photos for more engagement?
  51. 51. Images get more engagement. How can I optimize photos for more engagement? 21 Tips for Engaging Alumni Through Social Media Tip #15
  52. 52. Images speak directly with the Limbic system, the seat of emotion and action. Photos are the language of emotion How can I optimize photos for more engagement? 21 Tips for Engaging Alumni Through Social Media Tip #15
  53. 53. Images also capture more physical space in the newsfeed How can I optimize photos for more engagement? 21 Tips for Engaging Alumni Through Social Media Tip #15
  54. 54. Images dominate the newsfeed on mobile as well. How can I optimize photos for more engagement? 21 Tips for Engaging Alumni Through Social Media Tip #15
  55. 55. How can I optimize photos for more engagement? Great photos tell a story 21 Tips for Engaging Alumni Through Social Media Tip #15
  56. 56. How can I use text updates to wake up my fanbase?
  57. 57. Less than 140 characters boosts engagement How can I use text updates to wake up my fanbase? 21 Tips for Engaging Alumni Through Social Media Tip #16
  58. 58. Comment rates on questions are more than double comments on non-question updates! How can I use text updates to wake up my fanbase? from HubSpot 21 Tips for Engaging Alumni Through Social Media Tip #17
  59. 59. Closed questions How can I use text updates to wake up my fanbase? 21 Tips for Engaging Alumni Through Social Media Tip #18
  60. 60. Closed questions take advantage of the brain’s built-in auto complete feature. How can I use text updates to wake up my fanbase? Lower hurdles enable more action 21 Tips for Engaging Alumni Through Social Media Tip #18
  61. 61. Don’t forget the call-to-action!
  62. 62. Don’t forget the call-to-action! 21 Tips for Engaging Alumni Through Social Media Tip #19
  63. 63. Don’t forget the call-to-action! 21 Tips for Engaging Alumni Through Social Media Tip #19
  64. 64. Don’t forget the call-to-action! 21 Tips for Engaging Alumni Through Social Media Tip #19
  65. 65. Don’t forget the call-to-action! 21 Tips for Engaging Alumni Through Social Media Tip #19
  66. 66. Make sharing emotional and conditional Don’t forget the call-to-action! 21 Tips for Engaging Alumni Through Social Media Tip #19
  67. 67. http://pinterest.com/johnhaydon/powerful-updates-from-nonprofit-facebook-pages/ More examples of awesome updates 21 Tips for Engaging Alumni Through Social Media
  68. 68. How can I integrate other channels?
  69. 69. Leverage email How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #20
  70. 70. Promote individual posts that have recently performed well. This gets your email subscribers to join these conversation on Facebook, which then reaches their personal friend networks. Leverage email How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #20
  71. 71. Wearever uses email to promote testimonials customers post on their Facebook Page Leverage email How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #20
  72. 72. If your nonprofit does webinars on a regular basis, try using Facebook as the place where follow up questions are answered. Promote your Page with Q&A webinars or streaming video Leverage events How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #21
  73. 73. Create a Facebook Event for all events! Leverage events How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #21
  74. 74. Use apps How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #22
  75. 75. Promote other profiles How can I integrate other channels? 21 Tips for Engaging Alumni Through Social Media Tip #23
  76. 76. Leverage IRL! How can I integrate other channels? Tip #24
  77. 77. How can I use a content calendar to get organized?
  78. 78. How can I use a content calendar to get organized? Watch this video to learn how to create a private Google calendar Use Google Calendar! Tip #25
  79. 79. How can I use a content calendar to get organized? Watch this video to learn how to create a private Google calendar Use Google Calendar! Tip #25
  80. 80. Why should I create a community policy?
  81. 81. (1) Encourage dialogue (2) Set tone and expectations (3) Be clear about consequences Why should I create a community policy? Tip #26
  82. 82. Why should I create a community policy? Tip #26
  83. 83. Why should I create a community policy? Tip #26
  84. 84. Q&A
  85. 85. Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club. Trainer: Charityhowto and MarketingProfs. Speaker: NonprofitTechnology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. ContributingWriter: Huffington Post, SocialBrite, Care2 Frog Loop, Social MediaToday, Digital Marketing Monthly. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic,TechSoup, MarketingProfs,WaterAid America,Twin Cities Habitat for Humanity, University of Massachusetts, NationalWildlife Federation and Susan G. Komen Greater NYC About your instructor

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