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Supercharge Your Social Media in 2014 #StorytellingNonprofit
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Supercharge Your Social Media in 2014 #StorytellingNonprofit

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No matter if you have only dabbled in social media, or your nonprofit has a robust social media strategy, things in the social space change fast. Join Clare McDowall for 10 tips to supercharge your ...

No matter if you have only dabbled in social media, or your nonprofit has a robust social media strategy, things in the social space change fast. Join Clare McDowall for 10 tips to supercharge your social media in 2014.

About the Presenter:
Clare McDowall is an online communications consultant specializing in social media communications. She has a passion for, and expertise in working with Canadian nonprofits to educate and inspire them to get better at using social media.

She is the founder of Be Good Be Social Toronto, a free social media conference for nonprofits, coming in to it’s 4th year in Canada, and Clare is also a proud advocate for Good Works, a nonprofit communications agency who focus on telling deeply human stories about philanthropy to inspire action. She is their Chief Connections Officer in the Greater Toronto area. You can find her at www.sociallygood.ca and @socially_good on Twitter.

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  • This is NOT a deep dive session – I could do an hour on each of these topics. I want to give you an idea of what to think about in 2014, and how to improve from where you are, no matter your size and budget.
  • Some of these require MONEY, some require a change of attitude – and others simply require time.SOCIAL MEDIA ISN’T FREE or EASY, but it’s pretty darn rewarding and inspiring if done right. A major gift fundraiser once asked me “What’s the ROI of social media?” My reply was: What’s the ROI of shaking hands or hugging 1000 or even 10,000 people everyday who have declared that they WANT to hear from you? #SILENCE
  • LAUNCH POLL1 - the art of communicating with your customers and prospects (donors) without selling.2 - It is non-interruption marketing3 - creating and distributing relevant and valuable content to attract, acquire, and engage a target audience 4 – Using storytelling to bring in moneyDove and the real beauty campaign is a great example of this. The create stories and videos and online platforms around a central issue – women’s attitude’s to beauty (its all hosted by Dove, but at no time do they tell you THEIR product will fix your problem, or how many wonderful things it contains…..)ALL!
  • only 25% have a documented content strategy to guide their efforts. –BlackbaudHighly effective nonprofit marketers use the following tactics much more frequently than those who rate themselves as least effective:Videos (80 percent vs. 60 percent),Articles on other websites (59 percent vs. 38 percent)Blogs (58 percent vs. 38 percent)Infographics (43 percent vs. 18 percent)Online presentations (43 percent vs. 19 percent) Like slideshare where THIS presentation will go.
  • Not integration like “Do we have our sm icons on our website and in our newsletter” – if you don’t, go back and take the 2011 version of this webinar2014 shouldbe the year social media gets a seat at the table at a strategic level in MOST organizations, not just the large NGO’s and hospital foundations.. FINALLYWhat does this mean?
  • 1 – Encourages and guides ALL employees to be your advocates and spokespeople online.2 – What happens when the only person who knows how to tweet leaves? Or the only person who has access to your LinkedIn page? Never mind the messaging, what about ownership and access? 4 – What are our overall goals for 2014? How does social fit in? Where can it compliment events? Fundraising? PR messages? Can we use it to learn more? HINT: Yes! 5 – What are the stats telling you? Where does your web traffic come from? Have you asked supporters how they like to hear from you?
  • A diocese in England recently made the news for asking their clergy and staff to consider “would you want your mother to see this tweet, would you want God to see this tweet?” It can be as simple as that to start with – but you need to provide boundaries for ALL staff, not just those in charge of your ‘corporate’ account. Remember the waitress who was fired for uploading a receipt with a nasty comment from a pastor on it? It wasn’t her, it was her colleague!.
  • 1 – Encourages and guides ALL employees to be your advocates and spokespeople online.2 – What happens when the only person who knows how to tweet leaves? Or the only person who has access to your LinkedIn page? Never mind the messaging, what about ownership and access? 4 – What are our overall goals for 2014? How does social fit in? Where can it compliment events? Fundraising? PR messages? Can we use it to learn more? HINT: Yes!
  • The basics – the others – there’s more – oh, and more! How many? 370 + Demographics of your current (and desired audience) – Google Analytics can tell you WHERE your current website traffic comes from - Resources? Staff, budget, talent. And then TIME!!!!Talking of time….. Timing is important too!
  • We have all seen it…. The person in charge of Facebook for an org gets a chance to go look at it every couple of weeks, shares, posts and likes 10 different articles updates and pictures – then disappears for another 2-3 weeks.
  • Lets not even talk about linking Facebook to Twitter – DON’T!But worse…. This! Don’t binge. Schedule.
  • To name just a few…….
  • ACCORDING TO BETH KANTERRemember to consider time zones and your audience AND YOUR OWN STATS
  • There a many different ways to convey information – what is memorable, and what is a fully accurate and robust desciption of absolutely everything you could convey about a subject are different.
  • There a many different ways to convey information – what is memorable, and what is a fully accurate and robust desciption of absolutely everything you could convey about a subject are different.
  • POLL Q2: Who doesn’t love Memes? - I don’tEverybody loves memes! What’s a Meme??
  • POLL Q2: Who doesn’t love Memes? - I don’tEverybody loves memes! What’s a Meme??
  • POLL Q2: Who doesn’t love Memes? - I don’tEverybody loves memes! What’s a Meme??
  • Would you share it? Of course you would.
  • Emotional doesn’t somehow translate to unprofessional. The phrase on this lower bracelet is both human, and emotional – it’s in no way unprofessional to this particular organization to share a picture like this. Statistics show emotional appeals ALWAYS outperform rational/statistical based appeals. How does this translate elsewhere?
  • Paul Elkmann (who inspired the successful TV series “Lie to me”) and colleage Dan Hill, discovered that the key emotions - those who drive an action like pushing a button, giving by credit card or writing a cheque, signing a petition, etc.- are just six: happiness, surprise, anger, disgust, sadness, fear.
  • POLL – or ask in box - Q&A Which emotion does this trigger in you?
  • And this? David Love.
  • Too often social media turns into this! CLICK NO!
  • Too often social media turns into this! CLICK NO!
  • How many of your friends constantly ask you for money, or tell you how great they are at what they do, or ask you to ask your friends for money, or talk over you, ignore your texts and tweets, never thank you for telling someone about them, or wait a year to say thanks for that money you gave them last January???
  • How many of your friends constantly ask you for money, or tell you how great they are at what they do, or ask you to ask your friends for money, or talk over you, ignore your texts and tweets, never thank you for telling someone about them, or wait a year to say thanks for that money you gave them last January???
  • How many of your friends constantly ask you for money, or tell you how great they are at what they do, or ask you to ask your friends for money, or talk over you, ignore your texts and tweets, never thank you for telling someone about them, or wait a year to say thanks for that money you gave them last January???
  • Doesn’t this feel so much nicer? We have so much in common – we all want to make a difference, to support each other, to celebrate each other…. Why are we not listening to our supporters?
  • SOCIAL MEDIA IS ‘SOCIAL’ IT’S NOT CALLED BROADCAST YOUR PR MESSAGES HERE MEDIA.
  • SOCIAL MEDIA IS ‘SOCIAL’ IT’S NOT CALLED BROADCAST YOUR PR MESSAGES HERE MEDIA.
  • SOCIAL MEDIA IS ‘SOCIAL’ IT’S NOT CALLED BROADCAST YOUR PR MESSAGES HERE MEDIA.
  • SOCIAL MEDIA IS ‘SOCIAL’ IT’S NOT CALLED BROADCAST YOUR PR MESSAGES HERE MEDIA.
  • This is the CEO of the American Civil Liberties Union of New Jersey. He set up a Twitter account @UdiACLU and started using Instagram and YouTube to answer questions about marriage equality, DOMA, police misconduct, and other issues on the organization’s docket. While the communications department has suggested the idea, he was on board from the start. He does his own all of his own tweeting and as his communications staff reports, “enthusiastically at that!”
  • He’s really real. He’s reading his tweets, and he’s a person, connecting with other people. Not a ‘CAUSE PROMOTING A MESSAGE’
  • He’s really real. He’s reading his tweets, and he’s a person, connecting with other people. Not a ‘CAUSE PROMOTING A MESSAGE’
  • Social media is visual already. If you haven’t adjusted, you are now behind. Sorry!
  • Think visual – think Pinterest – oh yeah, and Facebook, we all know images get top priority in their algorithm – of course there is Youtube for video, and Fikr the original phot sharing site – awww, and Instagram, love that! More??? Tumblr, funny gifs (or is if jifs) right? What else? oh yeah VINE. Oh right, Twitter just updated their look to focus more on images in your stream too… and Flipboard (that’s an awesome iPad app that lets you make your own magazines based on content from all over the place, including your social media streams!HELP!!!!!
  • Think visual – think Pinterest – oh yeah, and Facebook, we all know images get top priority in their algorithm – of course there is Youtube for video, and Fikr the original phot sharing site – awww, and Instagram, love that! More??? Tumblr, funny gifs (or is if jifs) right? What else? oh yeah VINE. Oh right, Twitter just updated their look to focus more on images in your stream too… and Flipboard (that’s an awesome iPad app that lets you make your own magazines based on content from all over the place, including your social media streams!HELP!!!!!
  • Infographics are IN.
  • Infogr.am is FREE.
  • CANVA is FREE.
  • Unicef USA is having great success on FLIPBOARD with beautiful magazine style updates, reports, images, and blogs The beauty is you don’t have to CREATE all the content – you CURATE it for your audience.
  • Help is out there – you should also get some training for your permanent staff as soon as you can too. Another great idea to partner with a local design college who need their students to complete projects and placements.
  • Not – oh I should look at our analyticsRealistic
  • What works today, might not work next month, or even next week! Not working? Try something elseStill not working? Dump it!Working? Do MORE of that!

Supercharge Your Social Media in 2014 #StorytellingNonprofit Supercharge Your Social Media in 2014 #StorytellingNonprofit Presentation Transcript

  • What Is Content Marketing? 1. CONTENT MARKETING
  • 2. INTEGRATION
  • 2. INTEGRATION Social media policy
  • 2. INTEGRATION
  • 2. INTEGRATION Social media policy Integrated with HR policies All departments get involved - Communications Fundraising Program Advocacy / policy Included in strategic planning - - Yes I mean BUDGETS
  • 3.CHANNELS GET ON THEM ALL! - Facebook / Twitter / YouTube - Google + / Pinterest / Instagram - LinkedIn / Tumblr / Vine - Quora / Reddit / Jelly OR GET STRATEGIC? - Examine the demographics - Look at your analytics - What resources (& talent) do you have - How much time is available
  • BINGE POSTING? 4. TIMING
  • BINGE POSTING? 4. TIMING
  • BEST TIME TO TWEET TOOLS Tweriod Buffer TweetStats 4. TIMING
  • BEST TIME TO POST TO FACEBOOK Facebook page Insights 4. TIMING
  • SOME GENERAL RULES Posts and tweets should be timed to catch people when they have time on their hands: — when they’re on their way into work — when they’re checking their smart phone while eating a burrito — on transit home — after the kids go to sleep, which in general is the single best time to post during the week 4. TIMING
  • bit.ly/SociallyGoodTools 4. TOOLS FOR TIMING
  • 5. HUMOUR The benefits of literacy are well known. As children, good readers are seekers of knowledge and flexible thinkers. As adults, good readers are lifelong learners, more productive workers, and more independent and engaged citizens with healthier families, living in more peaceful communities. Which would Less often you share? recognized, though, are two key elements essential to successfully developing and sustaining literacy: - Interesting books, relevant to the readers, and written in languages the readers understand - Meaningful engagement with these books through high quality teaching.
  • 5. HUMOUR The benefits of literacy are well known. As children, good readers are seekers of knowledge and flexible thinkers. As adults, good readers are lifelong learners, more productive workers, and more independent and engaged citizens with healthier families, living in more peaceful communities. Which one just Less often made you recognized, though, are two key elements essential to successfully developing smile? and sustaining literacy: - Interesting books, relevant to the readers, and written in languages the readers understand - Meaningful engagement with these books through high quality teaching.
  • 5. HUMOUR Who doesn’t love Memes?
  • 5. HUMOUR
  • 5. HUMOUR Social media LOVES memes
  • 5. HUMOUR 513,000 views on YouTube (Google: Winnipeg Humane Society Kitty Midnight Madness)
  • 6. EMOTION
  • 6. EMOTION
  • 6. EMOTION
  • 6. EMOTION bit.ly/LoveSCF to view sample video
  • 7. INTERACTION
  • 7. INTERACTION
  • Ask you for money constantly? Boast about how great they are at their jobs? 7. INTERACTION
  • Ask you to ask your friends for money? Talk over you and ignore your texts, tweets, emails, and FB messages? 7. INTERACTION
  • Contact you 10 times in one day then disappear for 3 weeks? Trick you into being friends by forcing you to ‘like’ them? 7. INTERACTION
  • Listen Reply - Hootsuite - Social Mention - Social Bro - So many more…. - Timely - Polite - Thankful Ask - Questions - Stories - Feedback 7. INTERACTION
  • 8. (PERSON) ALITY
  • 8. (PERSON) ALITY
  • 8. (PERSON) ALITY It’s ‘SOCIAL’ media.
  • 8. (PERSON) ALITY It’s ‘SOCIAL’ media. Not ‘broadcast your PR messages here’ media
  • 8. (PERSON) ALITY
  • 8. (PERSON) ALITY
  • 8. (PERSON) ALITY He’s really REAL. A real person, listening and connecting with other real people He is not a cause advancing a message
  • 8. (PERSON) ALITY BE DON’T BE - Human - Kind - Emotional - Disrespectful - Offensive / Offended - Snarky / Sarcastic - Excited - Over friendly - Vulnerable - Stupid - Visible - Drunk - Passionate - Professional
  • Social media went visual in 2012 – If you missed that, you are now playing catch-up. SORRY! 9. VISUALS
  • PLATFORMS
  • It’s not a ‘fad’ – nor is it going away PLATFORMS
  • 9. VISUALS
  • INFOGRAPHICS
  • INFOGR.AM
  • CANVA.COM
  • 9. VISUALS
  • Interns – Volunteers – Students on Placement 9. VISUALS
  • 10. DISCIPLINE Social media is a marathon - not a sprint
  • 10. DISCIPLINE Have a plan - Integrated with org goals - Measurable - Realistic Measure it - Create a spreadsheet - Use analytics - Regularly review
  • 10. DISCIPLINE Adapt it - Think strategically - Not working? Try something else - Still not working? Dump it! - Working? Do MORE of that!
  • 1. Content Marketing – what are you creating that informs rather than sells? 2. Integration – Make sure social media and content get a place at the table 3. Channels – Don’t assume Facebook and Twitter are the best for you 4. Timing – When you share can be as important as WHAT you share 5. Humour – You are talking to human beings ONE MORE TIME
  • 6. Emotion – Emotional isn’t unprofessional, emotion is human, and people give to people 7. Interaction – To have friends, you have to BE a friend 8. Personality – Who wants to be friends with a nameless, faceless, personality-less organization? 9. Visuals – Storytelling is about the image as much as the words 10. Discipline – Set goals, create measurement methods. Do regularly and adjust ONE MORE TIME
  • www.sociallygood.ca @socially_good fb/sociallygood