Social Media 101: Tools & Tactics PROED 544 Sara Brueck Nichols October 9, 2012download these slides at:
Page 2 2012: The Landscape• 91% using at least 1 social network• 89% of nonprofits had a Facebook page in 2011 – average of 6,376 members• 86% commit some employee time to social marketingSource: NonprofitSocial NetworkSurvey.com
Page 3 2012: The Landscape• 97% will keep staffing allocations the same or increase them over the next 12 months• 52% have no formal budgets for social marketingSource: NonprofitSocial NetworkSurvey.com
Page 4 Social Marketing IsIntegrated Engaging Compelling
The page has Great content. The goal is topictures, tips, stats, bu Limited interaction. encourage and t it also has a very maintain the largest engaged online library of audience, largely in photos of kidspart to the content that enjoying the outdoors. they are including on the page.
The page has high Great content, use of All points lead tolevels of engagement hashtag (#missrep) watching the due to and follower input. documentary, around emotional, relevant which the campaign and timely content. began.
Raw Compelling imagery Many outside emotion, graphical with messaging organizations and ways to share content packaged for sharingindividuals passing & messages along messages
Page 13 The Basics. Do you? Have a single avatar/photo you use across all social networks? Utilize Custom-designed graphics in your profiles where relevant? Frequently/consistently publish new content? Link all of your sites together? Have a subscribe button on your blog & website?Nonprofit Tech 2.0
Page 14 Advanced. Do you? Get retweeted, repinned, shared, reblogged? Have an engaged and active support base beyond your own employees? Have a balance between content development, curation & time invested? Do you have staff resources trained in & dedicated to engagement marketing?Nonprofit Tech 2.0
Page 15Best in Class• Size Matters. – 30% have < $5MM annual budget• Size Matters – Average ~100k Facebook members (15x overall avg.)• Size Matters – 30% have 2+ staff dedicated to managing resources
Page 16 Best in Class • Consistent use of a visually compelling square avatar across all social networks • Custom-designed Facebook, Twitter and YouTube Channel backgrounds • Consistent publication of fresh content to a blog or website • Their website, e-newsletter, and blog all include links to their social networks • Their blog has an e-mail newsletter subscribe option and a “Donate Now” buttonNonprofit Tech 2.0
Page 17 Best in Class • They consistently get retweeted, repinned, and reblogged and have an active fan base on Facebook and Google+ • They have found the right balance of what kind of content to post on their social networks and how often • They are early adopters and boldly pioneer the Social WebNonprofit Tech 2.0
Where to Start: Strategy
Page 19 Starting Out• Realistic commitment – Time – Personnel – Budget• Value you offer• What you want to get out of engagement – Awareness – Members/Volunteers – Project goals – Donations/Sales
Listening:Make smarter marketing decisions based on social listening
Page 22 Evaluate• Competitive Analysis – Competitors – Comparable organizations• Questions – Why are they doing that? – Why isn’t that working for them? – Great ideas? – What does it tell you about audience & market?
Community Building: Increased emphasis on building anengaged community vs. simply amassing numbers – people, content, consistency
Page 24 Accessibility• Be accessible• Encourage intimacy• Be engaged• Be smart about automation
Page 25 Ease• Make it easy for people to find you – Search engine optimization – Solid URLs – Cross-link all social media platforms – Include link in every communication
Page 26 Segment• Message supporters differently – Who are they? – How do they give? Purchase? – How do they support you? – Where do they engage?
Page 27EngagementCreate Engaging Content & Environments Develop TrustMove people to action
Content:Providing unique value to readers, holistic approach, higher engagement
Social, Local, Mobile: More integrated campaigns combiningsocial media, local engagement and mobile devices
Page 30 Make it a Conversation• Ask a question• Ask an opinion• Solicit input• Solicit contributions/submissions• Ask for participation
Page 31 Topics of Conversation• What will your conversation be about? – What is important to your supporters? – What do your online stakeholders want to discuss? – What can you post that offers value? – How will you engage them? – How will you encourage them to take specific action?
Page 32 Plan: Content• What are you passionate about?• About what are you an expert?• What is being said about you?• Follow: industry trends, competitors, interesting people• Build your online brand by association with other brands• New perspective and fresh content 32
Page 33 Plan: Content• Content must be: • Informative • Engaging • Entertaining• Content must have a social purpose: • Passion • Education • Community • Opinion 33
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Page 38 Multi-Channel• Cross-channel promotions – Offline-to-online – Social-to-website – E-mail-to-in-person• Tie-in each element across platforms – Tie-in to hub: website, social platform, physical location
• Create an active online community for the University• Identify new prospect lists through surveys and tracking affinity postings on the Universitys social media pages• Enhance prospect research by uncovering new biographical and contextual information that can help verify a profile and/or ignite new thinking around a cultivation approach and its timing• Encourage situations where alumni and other constituents are motivated to give because they have positive feelings towards the University
• Promote constituent milestones, alumni art exhibits/performances• Facilitate dialogue – post questions and comments• Research staff identified an alumnus whose band had an upcoming performance and they sent a letter congratulating the lead singer on his accomplishments. They then promoted the concert on their Facebook page, encouraging other alumni to attend the show.• The alumnus who was performing proudly posted a copy of the letter hed received from the University on his Facebook page, thanking them for their support.
Page 41 Anticipate• How will you evaluate success?• Who will evaluate it?• How will staff, management and board be kept up to date with efforts?• What will you do when something isn’t working?• What is timeframe? Long-term? Project- based?
Page 42 Measurement• Measure what you need to know – What is the key metric to track? • Building donor/customer base • Volunteer turnout • Workshop enrollment • Shared content/messaging • Donations/purchase
SEO:Strong social media sharing activities will drive SEO results – ensure closercollaboration between search and social
Profitability:Focus on ROI – donations/revenue, cost savings, awareness
Source: ROI of Social Media
Source: ROI of Social Media
Source: ROI of Social Media
Source: ROI of Social Media
Page 49 Test• Test campaigns, communication and messaging• Learn and improve
Page 50 Empower Supporters• Call to action – ask supporters to share• Three Es – Easy – Engaging – Empowering
Page 51 Build a Relationship• Make it easy for recurring action• Be specific in what you want people to do
Page 52Thank & Inspire
1-Hour Quick Start• Listen – (30 minutes) – What are you and your business passionate about? – Brands, Movements, Organizations, News, Networks & Associations, Competitors, Trends• Be Social – (15 minutes) – Comment – Share – Contribute – Measure• Engage – (15 minutes) – Ask for opinions, insight, experiences – Respond to questions, queries and challenges – Produce content, communicate with customers – Offer new perspective
Page 54 Facebook• New Timeline Feature – New cover photo – Sequential timeline of key events and posts including fan comments and ability to edit the content – No default landing pages – Only 4 visible tabs (and one of these has to include photos) – Anchor important posts
Page 55 Facebook• New Timeline Feature, cont. – Admin section including direct messaging and activity log – Posts by others mentioning your brand may appear in your timeline
Page 56 Facebook• What it means: – Need for improved content and interaction – Once a day isn’t enough – Tell your brand’s story • Add milestones, heritage moments, organizational history – Showcase and hide important posts – No more landing page – timeline is dynamic • Regular checks to make sure it is representative
Page 57 Facebook• What it means: – Brand mentions in timeline • May or may not be relevant/positive • Can opt out – Transparent metrics • Everyone can see page’s metrics • Benchmark yourself against others – Revamped admin section – Real time insight
Page 58 Facebook• What it means: – Private messaging to constituents – Pre-moderate all posts – Quality controls – Apps
Page 59 Facebook• Coke – A handwritten letter from the owner of Alpha Drug Co. in Woonsocket, RI, in 1893: "In over 20 years experience of soda fountain management I have not known a beverage to be put upon the market that in point of giving universal satisfaction and extent of sales can compare with Coca Cola..."• Starbucks – Starbucks is focused on showing its a good corporate citizen. For 1988, it notes that full health benefits were offered to eligible full- and part-time employees.• President Obama
Page 60 Facebook• Ford – Nostalgia galore, including images of the first vehicle Ford Motor Co. sold in 1903, a Model A, to Dr. E. Pfennig of Chicago for $850; another from 1913 of the worlds first moving automotive assembly line at Highland Park Plant, Michigan; and Ford s Notice of Listing on the NYSE from 1956• Captain Morgan – Who says a timeline cant be fictional? An 1890 update from Madrid shows a picture of a lavish dinner at a miserly barons home; Captain Morgan says, "The Barons monthly dinner became an unexpectedly awesome event soon after I cracked open a special bottle of my Private Stock."
Page 61 Facebook• Nonprofit Examples• Webinars• How To
Page 62 Facebook• Upload a timeline cover – No price, purchase or solicitation information – No contact information – No reference to user interface information – Calls to action• Upload a profile photo• Upload application icons
Page 63 Pinterest• Easy to use• Visually stunning• 4000% growth 2nd half of 2011• A favorite of women 25-44
Page 64 Pinterest• Inspiring• Other social platforms in use• Looking for SEO boost• Create categories that people are looking for• Beautiful images• Pin, repin and making it easy for others to do the same
Page 65 Pinterest• “Curate” not “Converse”• Top Nonprofits• 42 Nonprofit Ideas
Page 66 LinkedIn• Claim your company page• Complete the basic information• Go beyond the basics• Update your company status – Authentic, relevant and short• Engage your executives• Engage your constituents
Page 67 LinkedIn• Specialties – Overview tab – areas of emphasis• Video – Products & services tab – PSA, overall intro• Banner – Up to 3 (products & services tab)• Program descriptions• Connect thought leaders
Page 68 LinkedIn: For You• Complete profile• Add the volunteer & causes section• Connect with colleagues and partners• Collaborate with peers and supporters in LinkedIn Groups• Share status updates
Page 69 Twitter• Follow the real people back• Develop relationships – Response, re-tweets, empowerment – Earn respect – Look for keywords associated with your cause• Interaction – Ask questions, comment back – Host chats
Page 70 Twitter• Acknowledge – Thank people, acknowledge great content/people• Check trending topics – May open you up to new influencers, content, ideas• Be authentic – Limit automation – Be human
Page 71 Twitter• Partnerships are important• Strategize• Be brief – <140 characters to allow for RT – Hashtag (#) key buzzwords• Experiment – Pay attention to what works for others
Page 72 Tumblr• Blogging platform that allows users to post text, images, videos, links, quotes and audio to a short-form blog. Users can follow other users. The service emphasizes ease of use.• Quick, collaborative, mixed-media.• Short, behind-the-scenes style posts are preferred over lengthy editorials.
Page 73 Tumblr• Draw in outsiders• Have personality• Use great visuals• Show off your success• Tell video stories
Page 75 Instagram• Take a photo, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services• 100 million users• Use #hashtags to organize submissions• Jason Mraz contest
Page 76 QR Codes• Take offline fundraising online• Create interactive exhibits or ads• Drive action• Direct mail• Events – drive online activity from offline event