Your Presenters:
Terry Lozoff
Executive Vice President
@terrylozoff

Melanie Cohn
Social & Interactive Marketing Manager
@...
#Social4Good
@terrylozoff | @socialmel

Why is social media important to
nonprofits?
The facts speak for themselves
•  55% of people prefer social media as a way to learn
about non profits. (2012 survey)
•  ...
#Social4Good
@terrylozoff | @socialmel

Why create a social media strategy?
Why you can’t go in
blind
•  92% of non profit professionals
are using content marketing
•  69% of non profit orgs have
so...
It takes a smart strategy to gain
attention, engage your audience, grow
your presence and convince people why
your organiz...
#Social4Good
@terrylozoff | @socialmel

THE 9 COMPONENTS

OF A
SOCIAL MEDIA STRATEGY
I.  Position Analysis
II.  Goals
III....
#Social4Good
@terrylozoff | @socialmel

I.  WHERE

ARE YOU NOW?

Understanding where your business currently is on the soc...
#Social4Good
@terrylozoff | @socialmel

II.  WHAT ARE YOUR GOALS?

Awareness &
Buzz

Fundraising &
Sales

Loyalty &
Engage...
What are your social media goals?
Awareness & Buzz:
•  Raise awareness for organization/cause
•  Show impact of donations
...
#Social4Good
@terrylozoff | @socialmel

III.  WHO IS

YOUR AUDIENCE AND WHERE
DO YOU FIND THEM?

Knowing who your current ...
Who is your current audience and what
does your future audience look like?
Current Audience:
•  Advocates
•  Volunteers
• ...
Where do I connect with my audience?
Knowing who your audience is, who you want to reach and
what your social media goals ...
Where do I connect with my audience?
Listen!

• 

Topsy

• 

Mention
#Social4Good
@terrylozoff | @socialmel

IV.  WHAT RESOURCES DO YOU

HAVE AND
HOW DO YOU PRIORITIZE THEM?

If you had all o...
Understand !
There is a lot that goes into building and maintaining an
effective presence on social. Don’t spread yourself...
#Social4Good
@terrylozoff | @socialmel

V.  WHAT IS

THE COMPETITIVE LANDSCAPE
ON SOCIAL?

You probably know who most of y...
Gaining Intel & Setting the Bar
It’s important to take a look at your direct competition to get an
understanding of how th...
Measuring Up
Measuring Up
#Social4Good
@terrylozoff | @socialmel

VI.  BUILDING YOUR

CONTENT

STRATEGY

Content is at the heart of your social medi...
Components of a Social Media Content
Strategy
a. 
b. 
c. 
d. 
e. 

Story Summary
Voice
Content Categories
Content Channels...
a.  Story Summary
What is the storyline that you need to communicate about
your business to the audiences you have defined...
The Big Picture
b.  Voice
•  Defined and consistent
across social channels
•  Sets the parameters for
all community managers
and copywrite...
Voice Examples: Humorous, Light-hearted
Voice Examples: Encouraging, GoalOriented
c.  Content Categories
Your story can be communicated through various categories
of content.
Maintain interest and value t...
Content Category Examples

Contest

Company
Philosophy

Donor
Impact
Content Category Examples

Event
Registration
Cross-channel
Company
History
d.  Content Channels
Content comes from numerous channels and inputs.
Understanding these channels is the first step in ma...
e.  Content Frequency
43% of Facebook Fans “Unlike” a charity on Facebook
because they posted too often.
•  Facebook: Stre...
#Social4Good
@terrylozoff | @socialmel

VII. HOW DO I

BUILD MY COMMUNITY?

Your online community is a living thing. It ne...
Organic Growth
Organic growth occurs through:
• 
• 
• 
• 
• 

Quality content
Sharing
Word-of-mouth
Cross promotions
Other...
Paid Growth
• 
• 
• 
• 

Visibility and reach of content
Engagement
Community size
Fundraising efforts

Why is paid so imp...
#Social4Good
@terrylozoff | @socialmel

VIII. HOW DO I MEASURE & TRACK RESULTS?
There’s not a lot on social media you can’...
What KPI’s can I use for Awareness &
Buzz?
• 
• 
• 
• 
• 
• 

Reach/Views – page reach, content reach
Community size
Site ...
Reach, Views, Visits

• 

• 

Facebook
Insights:

Google
Analytics:
What KPI’s can I use for Fundraising &
Sales?
• 
• 
• 
• 
• 
• 

Landing page visits from social
Social offer clicks
Event...
Goal Tracking

• 

• 

Google
Conversion
Tracking

Facebook
Conversion
Tracking
What KPI’s can I use for Loyalty &
Engagement?
•  Community engagement
•  Content interaction
•  Likes, comments, shares, ...
#Social4Good
@terrylozoff | @socialmel

IX.  WHERE DOES

SOCIAL MEDIA FALL INTO THE
REST OF MY MARKETING MIX?

Social medi...
Amplifying & Adding
Value
•  Social to increase
effectiveness and reach of all
marketing
•  Pre, during and post events
• ...
Events: Before, During & After
Sales,
Sponsors &
Fundraising
#Social4Good
@terrylozoff | @socialmel

THE 9 COMPONENTS

OF A
SOCIAL MEDIA STRATEGY
I.  Position Analysis
II.  Goals
III....
Questions?

Follow us on Twitter!
GY&K Antler:
@antleragency / @gykmarketing
Terry Lozoff: @terrylozoff
Melanie Cohn: @soc...
GY&K Antler
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Why Social Media Is Essential For Non-Profits - GYK/Antler

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As part of Dyn's first-ever Social Media Bootcamp for Non-Profits, GYK/Antler's Terry Lozoff and Melanie Cohn presented on why social media is so important for non-profits.

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Why Social Media Is Essential For Non-Profits - GYK/Antler

  1. 1. Your Presenters: Terry Lozoff Executive Vice President @terrylozoff Melanie Cohn Social & Interactive Marketing Manager @socialmel
  2. 2. #Social4Good @terrylozoff | @socialmel Why is social media important to nonprofits?
  3. 3. The facts speak for themselves •  55% of people prefer social media as a way to learn about non profits. (2012 survey) •  92% have “Liked” nonprofit pages on Facebook. •  59% of people donate after becoming a follower of a nonprofit’s social network. (TechImpact) •  53% of people who follow a nonprofit on social media show their support by volunteering. (TechImpact) Social Media is hugely important to your non profit!!!
  4. 4. #Social4Good @terrylozoff | @socialmel Why create a social media strategy?
  5. 5. Why you can’t go in blind •  92% of non profit professionals are using content marketing •  69% of non profit orgs have someone who oversees content marketing strategy
  6. 6. It takes a smart strategy to gain attention, engage your audience, grow your presence and convince people why your organization is the one they should follow, donate to, and share.
  7. 7. #Social4Good @terrylozoff | @socialmel THE 9 COMPONENTS OF A SOCIAL MEDIA STRATEGY I.  Position Analysis II.  Goals III.  Audience & Platforms IV.  Resources & Prioritization V.  Competitive Landscape VI.  Content Strategy VII.  Community Building VIII. Measuring Results IX.  Social Media in the Marketing Mix
  8. 8. #Social4Good @terrylozoff | @socialmel I.  WHERE ARE YOU NOW? Understanding where your business currently is on the social media spectrum is an important first step. •  •  •  •  •  •  How is our presence? What social channels are we on? How engaged is our audience with us on social? Are people talking about us? Where are people talking about us? What are people saying?
  9. 9. #Social4Good @terrylozoff | @socialmel II.  WHAT ARE YOUR GOALS? Awareness & Buzz Fundraising & Sales Loyalty & Engagement
  10. 10. What are your social media goals? Awareness & Buzz: •  Raise awareness for organization/cause •  Show impact of donations •  Create buzz for events Fundraising & Promotions: •  Increase donations •  Recruit volunteers •  Collect email/newsletter sign-ups •  Drive event registration •  Promote sponsors Loyalty & Engagement: •  Thank volunteers and donors •  Provide 1-on-1, timely feedback
  11. 11. #Social4Good @terrylozoff | @socialmel III.  WHO IS YOUR AUDIENCE AND WHERE DO YOU FIND THEM? Knowing who your current audience is, as well as the future audience you want to connect with, has major implications on your content strategy and resource allocation.
  12. 12. Who is your current audience and what does your future audience look like? Current Audience: •  Advocates •  Volunteers •  Donors •  Employees •  Sponsors •  Partners •  Likeminded Orgs Future Audience: •  Who do we want to reach? •  How are they connected to our current audience? •  What other non-profits are they interested in? •  Where are they located?
  13. 13. Where do I connect with my audience? Knowing who your audience is, who you want to reach and what your social media goals are will create a solid foundation for understanding what social platforms to focus on. The other side of the coin is understanding the different platforms and where people are talking.
  14. 14. Where do I connect with my audience?
  15. 15. Listen! •  Topsy •  Mention
  16. 16. #Social4Good @terrylozoff | @socialmel IV.  WHAT RESOURCES DO YOU HAVE AND HOW DO YOU PRIORITIZE THEM? If you had all of the resources in the world, you could win the internet. But chances are, you don’t. So you’ll have to prioritize.
  17. 17. Understand ! There is a lot that goes into building and maintaining an effective presence on social. Don’t spread yourself to thin. •  What resources do you have in house? What resources may you need to outsource? Prioritize ! •  Pair social goals with audience/platform needs to understand best how to dedicate resources. Organize •  Create an infrastructure that works for your business.
  18. 18. #Social4Good @terrylozoff | @socialmel V.  WHAT IS THE COMPETITIVE LANDSCAPE ON SOCIAL? You probably know who most of your competitors and comparators are, but do you know what they’re doing on social media?
  19. 19. Gaining Intel & Setting the Bar It’s important to take a look at your direct competition to get an understanding of how they’re using social, how they are performing on social and how you fit into the mix (i.e. where are the bars set?). •  •  •  •  •  Best practices What’s working, what’s not? Opportunities to be unique Provide value competitors aren’t Market research
  20. 20. Measuring Up
  21. 21. Measuring Up
  22. 22. #Social4Good @terrylozoff | @socialmel VI.  BUILDING YOUR CONTENT STRATEGY Content is at the heart of your social media presence. We’re telling a story that resonates with target audiences and engages with people in an authentic manner. The content strategy defines how this story will be communicated.
  23. 23. Components of a Social Media Content Strategy a.  b.  c.  d.  e.  Story Summary Voice Content Categories Content Channels Content Frequency
  24. 24. a.  Story Summary What is the storyline that you need to communicate about your business to the audiences you have defined? Boil it down for the year to come* •  •  •  •  •  Milestones Events Major campaigns Core messaging Fundraising goals *Content strategies should be updated on an annual basis.
  25. 25. The Big Picture
  26. 26. b.  Voice •  Defined and consistent across social channels •  Sets the parameters for all community managers and copywriters
  27. 27. Voice Examples: Humorous, Light-hearted
  28. 28. Voice Examples: Encouraging, GoalOriented
  29. 29. c.  Content Categories Your story can be communicated through various categories of content. Maintain interest and value through diversity. •  •  •  •  •  •  •  •  •  Company history/philosophy Behind-the-scenes Education Sponsor spotlight Donor appreciation Fundraising Campaigns/Contests Cross-channel promotions User generated content
  30. 30. Content Category Examples Contest Company Philosophy Donor Impact
  31. 31. Content Category Examples Event Registration Cross-channel Company History
  32. 32. d.  Content Channels Content comes from numerous channels and inputs. Understanding these channels is the first step in making sure you are capturing the right content and setting up the right content infrastructure. Events   Company   Blog   Fundraisers   Founders   Employees   Local   Happenings   Pop  Culture   Partners   Industry   News   UGC  
  33. 33. e.  Content Frequency 43% of Facebook Fans “Unlike” a charity on Facebook because they posted too often. •  Facebook: Streamline •  Twitter: Heavy engagement •  Instagram: Keep it entertaining and interesting
  34. 34. #Social4Good @terrylozoff | @socialmel VII. HOW DO I BUILD MY COMMUNITY? Your online community is a living thing. It needs to grow. A healthy online community grows not only in size, but also in engagement.
  35. 35. Organic Growth Organic growth occurs through: •  •  •  •  •  Quality content Sharing Word-of-mouth Cross promotions Other marketing channels •  Marketing materials •  Email •  Events
  36. 36. Paid Growth •  •  •  •  Visibility and reach of content Engagement Community size Fundraising efforts Why is paid so important? •  •  •  •  Precise targeting Cost effective Timely Mobile focus
  37. 37. #Social4Good @terrylozoff | @socialmel VIII. HOW DO I MEASURE & TRACK RESULTS? There’s not a lot on social media you can’t measure. The most important step is to set KPI’s so you can prioritize what you are tracking and how it relates back to your goals.
  38. 38. What KPI’s can I use for Awareness & Buzz? •  •  •  •  •  •  Reach/Views – page reach, content reach Community size Site traffic/new site visitors Inbound links Social mentions Share of voice
  39. 39. Reach, Views, Visits •  •  Facebook Insights: Google Analytics:
  40. 40. What KPI’s can I use for Fundraising & Sales? •  •  •  •  •  •  Landing page visits from social Social offer clicks Event registrations from social Fundraising dollars from social Thank you page visits from social Email sign-ups from social
  41. 41. Goal Tracking •  •  Google Conversion Tracking Facebook Conversion Tracking
  42. 42. What KPI’s can I use for Loyalty & Engagement? •  Community engagement •  Content interaction •  Likes, comments, shares, retweets, favorites, repins, +1’s, regrams, etc. •  User content, feedback •  Email sign-ups from social •  Organic reach
  43. 43. #Social4Good @terrylozoff | @socialmel IX.  WHERE DOES SOCIAL MEDIA FALL INTO THE REST OF MY MARKETING MIX? Social media shouldn’t be looked at in a silo. It supports and provides value for your entire marketing and communications strategy.
  44. 44. Amplifying & Adding Value •  Social to increase effectiveness and reach of all marketing •  Pre, during and post events •  Feed into and support email marketing •  Social helps SEO •  Social and market research •  Important next step actions
  45. 45. Events: Before, During & After
  46. 46. Sales, Sponsors & Fundraising
  47. 47. #Social4Good @terrylozoff | @socialmel THE 9 COMPONENTS OF A SOCIAL MEDIA STRATEGY I.  Position Analysis II.  Goals III.  Audience & Platforms IV.  Resources & Prioritization V.  Competitive Landscape VI.  Content Strategy VII.  Community Building VIII. Measuring Results IX.  Social Media in the Marketing Mix
  48. 48. Questions? Follow us on Twitter! GY&K Antler: @antleragency / @gykmarketing Terry Lozoff: @terrylozoff Melanie Cohn: @socialmel
  49. 49. GY&K Antler
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