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The 3 As of Nonprofit Social Media Success
 

The 3 As of Nonprofit Social Media Success

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http://www.nonprofithub.org/socialsuccess/ ...

http://www.nonprofithub.org/socialsuccess/

Ever since social media gained widespread adoption, one persistent question has vexed individual users and brands: What do we talk about online? Knowing what content is best to post can mean the difference between an active online community and a barren digital wasteland.

Nonprofit organizations should focus on three categories of content in their social media messaging — the “three A’s.” Attend this session to find out how you can apply each of the three A’s to your organization’s social content in order to maximize engagement, achieve search engine rankings, increase website traffic and generate donations. We’ll also explore how best to measure the success of your social media efforts.

Steven Shattuck

Speaker Bio:

Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Technorati, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.

Steven serves in a marketing/communications role on several nonprofit committees and has spoken at Association of Fundraising Professionals and the National Council of Nonprofits events, webinars and conference calls.

Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.

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    The 3 As of Nonprofit Social Media Success The 3 As of Nonprofit Social Media Success Presentation Transcript

    • The  "Three  As"  of  Nonprofit   Social  Media  Success img  via
    • Steven  Shattuck
 @StevenShattuck
 VP,  Marketing  -­‐  Bloomerang
 Contributor  to:   Ragan,  NTEN,  Business2Community,  Social  Media   Today,  National  Council  of  Nonprofits,  Search  Engine   Journal,  ExactTarget,  Raven  Internet  Marketing  Tools,   HubSpot,  Content  Marketing  Institute,  Nonprofit  Hub,   INside  Indiana  Business.   Speaker:   Association  of  Fundraising  Professionals,  National   Council  of  Nonprofits,  ADRP,  NCDC,  NAMP,  Let’s  Talk   Tech,  Mixwest,  Infinitive  Digital  Brainfest,  Affiliate   Summit,  Indy  Social  Media Your  presenter  » @StevenShattuck  |  #NPHub
    • @StevenShattuck  |  #NPHub This  webinar  isn’t  about  social  media.
    • @StevenShattuck  |  #NPHub It’s  about  content.
    • • Social  media  is  a  delivery  system  for  content.   • You  are  a  content  creator.   • Good  content  wins. Truths  about  social  media  » @StevenShattuck  |  #NPHub
    • @StevenShattuck  |  #NPHub
    • • Our  organization?   • Our  cause?   • Our  donors?   • Our  employees?   • Our  volunteers?   • Our  needs?   • Our  victories? What  do  we  create  content  about  ?  » @StevenShattuck  |  #NPHub
    • What  we  ARE  creating  » @StevenShattuck  |  #NPHub http://blog.hubspot.com/marketing/nonprofits-­‐social-­‐media-­‐marketing-­‐data Share  news
 about  our  cause Share  news
 about  our  org Donor   recognition Brand   recognition Fundraising Volunteer   recruitment Employee   recruitment
    • Content  types  » • Plain  text   • Photos   • Videos   • Blog  posts   • Infographics   • Podcasts   • Webinars   • Downloadables  (white  paper,  eBook) @StevenShattuck  |  #NPHub
    • @StevenShattuck  |  #NPHub What  should  we  talk  about   and  how  often?
    • The  Rule  of  Thirds  » • 1/3  your  content   • 1/3  other's  content   • 1/3  personal  interaction @StevenShattuck  |  #NPHub
    • The  Rule  of  Thirds  » @StevenShattuck  |  #NPHub
    • The  Rule  of  Thirds  » @StevenShattuck  |  #NPHub
    • The  Rule  of  Thirds  » @StevenShattuck  |  #NPHub
    • • You  need  a  balanced  mix  of  content   ‣ doesn’t  annoy  by  being  overly-­‐promotional   ‣ engages  other  users   ‣ encourages  conversation   ‣ helps  you  schedule  in  advance Why  it  works  » @StevenShattuck  |  #NPHub
    • The  Rule  of  Thirds  » @StevenShattuck  |  #NPHub ??? • 1/3  your  content   • 1/3  other's  content   • 1/3  personal  interaction
    • What  kind  of  content  should  we  create? @StevenShattuck  |  #NPHub
    • The  “Three  As”  » @StevenShattuck  |  #NPHub
    • 1. Appreciation   2. Advocacy   3. Appeals The  “Three  As”  » @StevenShattuck  |  #NPHub
    • 1/3  Appreciation   1/3  Advocacy   1/3  Appeals The  “Three  As”  » @StevenShattuck  |  #NPHub
    • Appreciation @StevenShattuck  |  #NPHub
    • Appreciation  » • Use  social  media  to  publicly  thank  supporters!   ‣ donors   ‣ volunteers   ‣ staff/board  members   ‣ other  advocates/vendors   • Why?   ‣ it  makes  them  feel  good   ‣ they  will  engage  with/share  the  post @StevenShattuck  |  #NPHub
    • Appreciation  » @StevenShattuck  |  #NPHub https://twitter.com/Mercetheseries/status/474366392712847360
    • Appreciation  » @StevenShattuck  |  #NPHub
    • Appreciation  » @StevenShattuck  |  #NPHub
    • Appreciation  » @StevenShattuck  |  #NPHub
    • Appreciation  » @StevenShattuck  |  #NPHub
    • Appreciation  » @StevenShattuck  |  #NPHub
    • Appreciation  -­‐  do’s  and  don’ts  » • Get  the  donor/volunteer’s  permission   ‣ shouldn’t  be  a  big  deal  with  businesses   • Make  it  visual!   • Don’t  forget  the  CTA  (call-­‐to-­‐action)   • Track  donor’s  social  media  accounts  in  database   ‣ ask  for  their  Twitter  @username  on  donation  form   ‣ let  them  know  offline  you’ll  be  posting   ‣ tag/include  them  in  the  post @StevenShattuck  |  #NPHub
    • @StevenShattuck  |  #NPHub
    • Advocacy @StevenShattuck  |  #NPHub
    • Advocacy  » • Educate  about  your  cause   ‣ new  research/data   ‣ helpful  tips/guides   ‣ op  eds   • Blogging  is  best   • Your  content  and  others’  content   ‣ delivered  via  social  media @StevenShattuck  |  #NPHub
    • Why  advocacy?  » • Informs   • Entertains   • Gives  people  a  reason  to  visit  your  website   when  they  wouldn’t  ordinarily  have  one   • Helps  with  SEO  (search  engine  optimization   • Increases  your  credibility   • Establishes  you  as  a  resource/expert @StevenShattuck  |  #NPHub
    • Create  a  topic  model  » @StevenShattuck  |  #NPHub
    • Create  a  topic  model  » @StevenShattuck  |  #NPHub
    • Advocacy  » @StevenShattuck  |  #NPHub
    • Advocacy  » @StevenShattuck  |  #NPHub
    • Advocacy  » @StevenShattuck  |  #NPHub
    • Advocacy  » @StevenShattuck  |  #NPHub
    • Advocacy  -­‐  do’s  and  don’ts  » • Get  serious  about  blogging   • Spend  time  researching   ‣ reach  out  to  partners   • Survey  your  followers   ‣ ask  them  what  they’re  interested  in   • Repurpose  content   ‣ from  newsletters   ‣ from  brochures   ‣ from  annual  reports   ‣ from  emails @StevenShattuck  |  #NPHub
    • Appeals @StevenShattuck  |  #NPHub
    • Appeals  » • Don’t  be  afraid  to  ask  for  help!   ‣ donations/volunteers  needed   ‣ be  creative/visual   ‣ be  specific   ‣ no  more  than  1/3rd  of  postings   • Involve  others!   ‣ identify  influencers   ‣ create  challenges   ‣ ask  for  shares/retweets @StevenShattuck  |  #NPHub
    • Appeals  » @StevenShattuck  |  #NPHub
    • Appeals  » • Don’t  be  afraid  to  ask  for  help!   ‣ donations/volunteers  needed   ‣ be  creative/visual   ‣ be  specific   ‣ no  more  than  1/3rd  of  postings   • Involve  others!   ‣ identify  influencers   ‣ create  challenges   ‣ ask  for  shares/retweets @StevenShattuck  |  #NPHub
    • Appeals  » @StevenShattuck  |  #NPHub http://socialmediatoday.com/sashattuck/2053261/how-­‐nonprofit-­‐raised-­‐41k-­‐twitter-­‐24-­‐hours-­‐without-­‐trying
    • Appeals  » @StevenShattuck  |  #NPHub http://socialmediatoday.com/sashattuck/2431046/how-­‐college-­‐used-­‐social-­‐media-­‐raise-­‐465k-­‐one-­‐day
    • Appeals  » @StevenShattuck  |  #NPHub
    • Appeals  » @StevenShattuck  |  #NPHub
    • A  few  final  tips @StevenShattuck  |  #NPHub
    • Don’t  do  it  alone  » @StevenShattuck  |  #NPHub
    • Don’t  do  it  alone  » @StevenShattuck  |  #NPHub 3,704
    • Don’t  do  it  alone  » @StevenShattuck  |  #NPHub 3,704 992 119 1601,032
    • Don’t  do  it  alone  » @StevenShattuck  |  #NPHub 992 119 1601,032 http://socialmediatoday.com/sashattuck/2451946/1-­‐social-­‐media-­‐marketing-­‐mistake-­‐nonprofits-­‐make 3,704
    • Don’t  do  it  alone  » • Corporate  account   • Employees   ‣ Executive  Director   ‣ Development  Director   ‣ Communications  Director   • Volunteers   • Board  members   • Donors   • Vendors @StevenShattuck  |  #NPHub
    • Keys  to  success  » • Balance:  avoid  too  much  self-­‐promotion   • Visual:  photos/videos  perform  very  well   • Be  personal:  address  people  individually   • Track:  supporter  social  media  accounts  in  your  database   • Teamwork:  get  your  employees  to  create/share  content   • Measure  and  adjust:  don’t  post  what  hasn’t  worked!   • Attend  Farra  Trompeter’s  strategy  webinar   ‣ http://www.nonprofithub.org/webinars/ @StevenShattuck  |  #NPHub
    • Questions?   steven.shattuck@bloomerang.co   @StevenShattuck   Slides:  http://bit.ly/threeas @StevenShattuck  |  #NPHub