Guide series creating the ultimate interactive experience through social media

Creating the Ultimate Interactive Experience Through Social Media
Presented by Mike Snusz (@mikesnusz) & Lucas Cobb (Lucas_Cobb)

WordPress for Nonprofits
Presented by Chris Wolf & Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232

A Blackbaud Production!

Who Is GUIDE Creative?
§  Creative on Purpose
A strategic, creative spin to nonprofit’s missions to extend reach and
create a bigger impact.
§  Team of Design and Nonprofit Experts
Backgrounds in branding, web strategy, marketing, graphic design,
content strategy, email and ex-nonprofit professionals.
§  Exclusive for Nonprofits
We only work with nonprofit organizations. We know how to create
designs that broaden reach, inspire action and mobilize audiences.

Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232


What We Do

www.GuideCreative.com

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1. What to use: Choosing your platform(s)

2. Extending your social reach

3. Creating engaging content

4. Measuring

5. Listening

Today’s Agenda

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WHAT TO USE: CHOOSING YOUR PLATFORMS

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What is Social Media?
Deﬁnition (via Wikipedia) - Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing techniques.

Social Media IS NOT

§  A fad

§  A replacement for traditional advertising

§  The ﬁrst step

§  The magic bullet

§  FREE

§  All about YOU

Social Media IS A big deal

§  Going where your customers already are or where they want to be

§  Applicable to most companies in some way or another

§  Time-consuming

§  All about THEM

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When Where to use Social Media?
§  Use social media whenever you need information or want to connect with
others.

§  To live broadcast important events you are attending to your followers
such as presentations, conferences, concerts, debates, etc.

§  To interact with major companies customer service departments when
you have an issue or praise to give.

§  When you are performing a job search.

§  When you have a legitimate question on a speciﬁc topic and you'd like
immediate feedback.

§  When you are looking to buy or sell goods.

§  For reaching new / potential constituents.

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Who else uses Social Media?
§  Small business owners/entrepreneurs

§  People looking for work

§  Government

§  Nonproﬁts and community groups

§  Employers

§  Students

§  Schools

§  ANYONE

Types of Social Media?
§  Collaborative projects - Work and share projects (Wikipedia)

§  Blogs and micro blogs - Send and read text (Twitter)

§  Content communities - Video sharing website (YouTube)

§  Social networking sites - Add friends, join groups (Facebook)

§  Virtual game worlds - Online role-playing (World of Warcraft)

§  Virtual social worlds - Online world using avatars

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Word of Mouth Goes Virtual
The three most trusted forms of advertising are:

§  Recommendations from people I know - 90%

§  Consumer opinions posted online - 70%

§  Branded websites - 70%

What Social Media has done is make the traditional two-way word of mouth marketing
accessible and available to everyone with a computer (or phone).

From This

To This

The question is, how do we engage the guy with the megaphone?

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Who are the BIG Social Media Sites?
Facebook

Twitter

Flickr

Linked In

YouTube

Stumble Upon

Google+

Pinterest

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Most Visited Social Media Sites?
Facebook (63%)

YouTube (20%)

Twitter (1.9%)

Google+ (1.4%)

Pinterest (1.3%)

Source: Experian Hitwise U.S. (Oct 2012)

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What are nonprofits using?

Socialnomics Video

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FUNDRAISING STILL LACKING
NOT
MANY
HAVE
RAISED
OVER
$10K
THROUGH
SOCIAL

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2012 Nonproﬁt Social Networking Benchmark Report

Source:

FUNDRAISING STILL LACKING
NOT
MANY
HAVE
RAISED
OVER
$10K
THROUGH
SOCIAL

Source: 2012 Nonproﬁt Social Networking Benchmark Report

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Which should you use?
Focus time on Facebook and Twitter. Use Others to support efforts.

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EXTENDING YOUR SOCIAL REACH

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Website: Make it easy to ‘Like’ you

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Website: Add dynamic content

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Website: Build ‘social trust’

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Website: Add galleries with Flickr widget

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Website: Make a thank you video

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Website: Offer social sharing buttons

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Website: Sincerely ask for a share

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Email: Integrating social media/blogs

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Email: Integrating social media

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DEVELOPING ENGAGING CONTENT:
BEST TIMES AND TYPES OF POSTS

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Getting your Facebook posts seen
Facebook recently said only 16% of fans see organic content posted by
brands*
In order of In order of
importance: importance:

•  Videos

•  Shares

•  Photos

•  Comments

•  Status •  Likes

Updates

•  Clicks

•  Links

*Source: Ad Age article

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Most Shared Posts

Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research


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Posts with Most Comments



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Most Liked Posts



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Best time to post?


…and Facebook posts outside business hours had 20% more
Likes Comments
Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review

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Best words to use?
Facebook posts that end with a question have 15% more
Likes Comments

Words that increase engagement: Words that decrease engagement:

•  Like •  How
•  Post •  Who
•  Comment •  What
•  Where •  Did
•  When •  Why
•  Would
•  Should

Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review

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Creating engaging Tweets
Tweets…

Engagement Rate
(Replies and Retweets)

between 8am – 7pm

+30%

1-2 hashtags

+21%

under 100 characters

+17%

contain images

2x higher

Tweets…

Retweet Rate

with links

+86%

asking followers to “RT” or “Retweet”

12x higher

spelling out “Retweet”

23x higher

Source: Buddy Media’s Strategies for Tweeting: A Statistical Review

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‘Busy hours’ different for Facebook Twitter

Source: Buddy Media’s Strategies for Tweeting: A Statistical Review

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DEVELOPING ENGAGING CONTENT: EXAMPLES BEST
PRACTICES

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Make the most of your cover photo

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Use images strategically

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Tell your story using Milestones

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Use Photos!

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Use Videos

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Include Links

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Ask Questions

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Ask for Shares

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Ask for Comments

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Use Fill in the Blank Posts

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Timely

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Offer Exclusive Info

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Pin your important posts

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Highlight posts

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DEVELOPING ENGAGING CONTENT: FACEBOOK ADS

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Facebook Ads

`

•  You submit content and image

•  Choose either start/end dates or ongoing ads

•  Highly targeted to precise audience

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Facebook Ads – How Targeted?
Location

Interests

Age

Gender

Relationship status

Education

NEW! Customized audience ads

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Facebook Ads – Customize Audience Ad

Possibilities:

New donors into monthly donors

P2P fundraisers who haven’t raised money yet

Lapsed event attendees

Turning subscribers into volunteers

Much, much more!

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MEASURING

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Measure: Facebook Insights

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Measure: Google Analytics

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Measure: Bit.ly to Shorten
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Measure: Bit.ly to Track

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LISTENING

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What you should be listening for?
•  OrganizaGon
Name
•  Events

•  Names
of
Key
Staﬀ
•  Keywords

•  Program
Names
•  Local
Content

•  Campaigns
Names

THE TOOLS YOU CAN USE
•  Search.twiQer.com
•  BackTweets.com

•  SocialMenGon.com
•  Google
Alerts

•  IceRocket.com
•  Social
News
Sites

•  BoardReader.com

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Workshop: Social Media Listening

VIEW DOWNLOAD
Slideshare.net/ChadNorman

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Seesmic http://seesmic.com

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Seesmic :: Manage Everything

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Seesmic

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Social Media Tools
Below are several social media tools to help your message reach your
constituents:

Social Media Management Suites:

§  HootSuite: http://hootsuite.com/

§  Tweetdeck: http://tweetdeck.com/

§  Bottlenose (my recommendation): http://bottlenose.com/

Social Media Post Schedulers:

§  Timely: http://timely.is

§  Plan Your Posts: http://www.planyourpost.com/

§  Buffer: http://bufferapp.com/

Social Analytics:

§  TweetCharts: http://tweetcharts.com

§  Topsy: http://analytics.topsy.com/

§  TweetStats: http://www.tweetstats.com

Presented by Chris Wolf Harrison DeStefano

Webinar call-in number: 1-866-410-6539
Code: 843 654 3232


http://www.guidecreative.com

http://www.facebook.com/nonproﬁts

http://www.facebook.com/marketing

http://www.facebook.com/advertising

Additional Resources
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