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Social Media Marketing for Nonprofits
 

Social Media Marketing for Nonprofits

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This presentation teaches Non-Profits the Best Practices, tips, and effectove uses of Facebook and Twitter to increase exposure and reach donors.

This presentation teaches Non-Profits the Best Practices, tips, and effectove uses of Facebook and Twitter to increase exposure and reach donors.

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    Social Media Marketing for Nonprofits Social Media Marketing for Nonprofits Presentation Transcript

    • Social Media Marketing for Non-Profits Non-Profits Non-Profits
      • Presented by: Liz DeLoach
      • September 21, 2011
      • Host: Coastal Community Foundation
      • Today’s Twitter Hashtag: #pathcamp
    • Social Media Marketing for Non-Profits
      • Sponsors :
        • Palmetto Technology Hub - Providing technology support and resources for Non-profits in the S.C. Lowcountry.
        • Social Strategies : Locally owned and operated company providing Social Media Marketing consultation, training, and management.
        • Social Strategies
    • Social Media Marketing for Non-Profits
      • What we’ll cover today:
        • Why Social Media
        • Mediums: Facebook and Twitter
        • Getting started, Best Practices, How-To’s and tips on using each to engage with donors and potential donors/volunteers
        • Success Strategies: Non-profits successfully using it
        • Marketing Integration
        • Management Tools
        • Non-profits successfully using Social Media
        • Best practices, how to’s and tips on using each to engage with donors and potential donors/volunteers
        • Management tools to help you save time
    • Social Media Marketing for Non-Profits
      • Why Social Media:
        • It’s social, not self promotional
        • No pressure involved – just the desire to connect with others
        • Hundreds of millions are there – a potentially huge audience
        • Ease of use
    • Social Media Marketing for Non-Profits
      • By the Numbers:
        • Over 800 million users worldwide
        • Fastest growing demographic is between ages 35-55, with women leading the way.
        • Lots of great organizational tools
        • You can have both personal profile and a business page
    • Social Media Marketing for Non-Profits
      • Getting started with a Facebook Page
      • Key considerations for categorizing :
          • How important is location? For a museum, for example, this is important!
          • Don’t use generic Non-profit designation
          • Base on how your supporters characterize you
    • Social Media Marketing for Non-Profits
      • Getting started with a Facebook Page
      • Key considerations for for settings:
        • Do you want your supporters to be able to upload pics, links, etc. Generally the answer is yes!
        • Post? Or only comment under Org. posts? We recommend posts and comments as it i more inviting
        • Demographics
    • Social Media Marketing for Non-Profits
      • Getting started with a Facebook Page
      • Key considerations
        • Who will update? One person or collaborative?
        • How often? A recent study suggests 1-2 posts every other day is a good average.
        • What do you post? Good mix of info to elicit interaction
    • Social Media Marketing for Non-Profits
      • Content Development: Tips and suggestions
      • Key considerations
        • Ask questions, seek info. It’s conversational, not promotional!
        • Slice of life, humor, quotes, pearls of wisdom, trivia
        • Mixed media: pictures, video clips, links driving traffic back to website
        • Promote your community partners and businesses
    • Social Media Marketing for Non-Profits
      • Content Development: Tips and suggestions
      • Key considerations
        • Meet the staff
        • Positive press
        • Community involvement/themes that support your mission
        • Local events of interest - who are your fans? Post to their interests
    • Social Media Marketing for Non-Profits
      • Key Facebook Page Features:
      • Insights
      • Commenting as a page on other pages
      • Lists, Notes, Events
      • Facebook Marketplace
      • Tagging
    • Social Media Marketing for Non-Profits
      • Ways to promote your Facebook Page:
        • A Facebook contest can be a great way to draw fans. Rules are here: https://www.facebook.com/promotions_guidelines.php
        • Share to your page, ask employees and supporters to do the same
        • Links from blog and website
        • Facebook ads - Strongly suggest getting professional help with these for best targeting
    • Social Media Marketing for Non-Profits
              • Let’s Talk
      • Social network and micro-blogging service
      • Tweets: Text based posts of up to 140 characters that display on users page and those of followers
      • Twitter is a great source of information. You can search topics of interest and follow users posting about them
    • Social Media Marketing for Non-Profits
              • Let’s Talk
      • Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010
      • 200 million active twitter users per month generating 230 million Tweets a day (as of September 2011)
      • Nearly two-thirds of active Twitter users access social networking sites using a mobile phone. Apps for all major platforms
      • 51% of active Twitter users follow companies, brands or products on social networks
    • Social Media Marketing for Non-Profits
              • Let’s Talk
      • 51% of active Twitter users follow companies, brands or products on social networks
      • Twitter is a first and crucial line of communication during natural disasters: Recent earthquakes and tsunamis critical 1st info lifeline
      • Twitter is the fastest news source on the planet. All the major media print and broadcast players are there
    • Social Media Marketing for Non-Profits
      • What to do on Twitter
      • Listening Tools: Google Alerts, Seismic, YakTrack, Markmail.org
      • Follow people, businesses, and organizations and get important info about them
      • You can post links, pictures, and send private messages
      • It’s brevity is one of its best features, allowing you to cover more ground faster than with other social mediums
      • Look for conversations on topics of interest. We’ll look at some onboard search tools, and two others are Twellow and Tweetfind
    • Social Media Marketing for Non-Profits
      • Great Tweets Are....
      • Brief: Be friendly, but get to your point quickly
      • Conversational: Think “cocktail party” where you communicate with many people.
      • Humorous: Just be careful…keep it clean!
      • Informative: Articles of interest from credible 3rd party sources. Link to it using a url shortener such as www.budurl.com for tracking/measurement
      • Inspirational: Good quotes are great and popular for RT’s
    • Social Media Marketing for Non-Profits
        • Twitterese and Twitterquette
        • RT: Retweet. Passing on information from another user in way that gives them credit as your source. A must of twitterquette!
        • Hash tag: # symbol before a word that categorizes info for quick and easy searches.
        • @replies and @mentions mean you are addressing or replying directly to that user. A must so specific users know when you’re addressing them.
    • Social Media Marketing for Non-Profits
      • Who Do I follow?
        • How often do they tweet? 3-5x a day spaced a few hours apart for max exposure
        • Are their tweets of interest and value to you?
        • Are they conversing and responsive to others?
        • Do they have a good “mix” of tweets?
        • Do they Retweet good info? That’ s a sure sign of a generous tweeter.
    • Social Media Marketing for Non-Profits
      • Who Do I Avoid Following
      • Does the User:
        • Have a large number of unsolicited identical @mentions such as: “@scpath: Check out this great offer (with link)!” to a lot of users? A sure sign of a spammer. Block!
        • Have a skewed follower-to-followee ratio: If they follow a disproportionately large number of users (greater than 50%, on average) compared to those following them, they’re likely boring, a spammer, or both. Some exceptions include celebs and news orgs.
        • Have many followers, but follow very few?  If they don’t follow anyone, why should you follow them? Reciprocity matters!
        • Top Tier Non-Profits on Twitter:
          • Women Who Tech : Helping Talented women break new ground ( @womenwhotech )
          • Water.org - Bringing clean water to those who lack it. @water
          • Doctors without Borders : Stepping in to treat the sick @MSF_USA
          • Livestrong: On the front lines against cancer @livestrong
          • UNICEF : Humanitarian action on behalf of kids( @unicef )
      Social Media Marketing for Non-Profits
        • Local Non-Profits on Twitter:
          • Center for Women:  Helping women succeed every day both professionally and personally  @c4womenchas
          • Lowcountry Aids Services: Dedicated to enhancing the quality of life for persons living with HIV and AIDS and to providing HIV prevention resources and programs @LASchs
          • Here’s a great list from @TinaArnoldi: http://twitter.com/chsnonprofits
      Social Media Marketing for Non-Profits
      • Success Strategy #1: Have a plan, such as Pairing virtual campaigns with flesh and blood action
        • Invisible Children : @Invisible Has successfully has used Facebook, Twitter, YouTube, and its own video-rich Web site to organize hundreds of student rallies across America to oppose the use of child soldiers in northern Uganda
          • In 2009, the San Diego group’s protest outside Oprah Winfrey’s Harpo Studios, in Chicago, covered on Twitter by protestors, became one of the top-10 Twitter topics of that day and resulted in a very visible guest spot for Invisible Children on Ms. Winfrey’s talk show.
          • In May 2010, when President Obama signed a bill that is expected to reduce child soldiering, leaders of Invisible Children were invited to the White House for the signing.
      Social Media Marketing for Non-Profits
      • Success Strategy #1 A Plan: Pair virtual campaigns with flesh and blood action
        • 350.org @350
          • Last fall, through digital organizing on its Web and Facebook sites, this environmental group mobilized people in all but three countries around the world to work on climate change in their own communities. In 7,347 places, people planted trees, installed solar panels and wind turbines, weatherized buildings, and planted urban gardens.
      Social Media Marketing for Non-Profits
      • Success Strategy #2: Don’t Broadcast
          • Build conversations first, before you ask for involvement
        • The Humane Society of the U.S. @humanesociety
          • Responds responds to every question and comment on its Facebook fan page—which is no small chore, considering it has more than 500,000 fans.
          • Does fun, pet related posts, such as: It sure does feel like fall here at our office today! What's your favorite activity to do with your pets in the fall?
      Social Media Marketing for Non-Profits
      • Success Strategy #3: Be Selective
      • Post items that are interesting, relate to an advocacy action, and suit the demographics of an organization’s fans. Do your homework first!
          • Once a day is probably enough for Facebook, and for Twitter aim for t three to five tweets spaced out per day/evening.
      • Success Strategy #4: Have an experienced marketer help with strategy
        • Don’t relegate your social media strategy to an intern. This is a marketing effort designed to bring supporters to your cause and therefore deserves someone who knows how to develop and implement strategy
      Social Media Marketing for Non-Profits
    • Social Media Marketing for Non-Profits
      • Marketing Integration:
      • Each site can be used to bring more inbound traffic to your Facebook Page, Blog, and Website
      • Add graphic links to website to indicate social presences and vice versa
      • Be sure to notify everyone on your newsletter ads, and email lists of all your social media presences
      • Check into some of the available widgets to create routing of traffic between all your mediums
      • Add Social presences to your business cards
      • Use your sites to drum up support and publicize events
    • Social Media Marketing for Non-Profits
      • Site Management Tools
      • Hootsuite is a great dashboard tool which allows you to view and manage multiple social media feeds from one dashboard. www.hootsuite.com
      • You can schedule tweets and Facebook updates
      • Other services of this type include Tweetdeck, Postling, and Social Oomph.
      • These services also have link shorteners and analytical/measurement tools
    • Social Media Marketing for Non-Profits
      • Why are we doing this?
          • To build and engage our donor community. The most recent study by University of Massachusetts Dartmouth Center for Marketing Research.An astounding 97 percent of nonprofits are using social media,
          • To provide info of general and specific value.
          • To draw more awareness of, and support, to our cause.
          • To educate, learn, and have fun doing it.
    • Social Media Marketing for Non-Profits
        • Closing thoughts:
      • In social media, the goal is not to sell. The goal is to take your genuine interest in others online, conveying the sum total of who you are and what you can offer the world. It is through this process of meaningful engagement that you can develop the types of relationships and trust that will motivate others to seek you out to serve, or be served.
    • Social Media Marketing for Non-Profits
        • Sources and Resources
        • Twitter.com
        • Listorious – NonProfits on Twitter List by Jason Pollack http://listorious.com/Jason_Pollock/nonprofit-orgs
        • The Chronicle of Philanthropy, February 20, 2011 How Nonprofits Can Use Social Media to Spark Change, Maureen West
        • The Christian Science Monitor, September 8, 2011, Twitter: Active user numbers up, more ads on the horizon Matthew Shaer
        • www.readwriteweb.com Read Write Web
        • www.socialmediatoday.com Social Media Today
        • www.zdnet.com ZDNet
        • www.socialexaminer.com Social Examiner
        • www.mashable.com Mashable
        • www.hubspot.com Hubspot
      Social Media Marketing for Non-Profits
    • Social Media Marketing for Non-Profits
      • Thank you!
      • Liz DeLoach
      • www.socialmediawiz.biz
      • [email_address]
      • Twitter: @LizDeLoach @socialstrateg
      • (843)532-9335