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Social Media: Your Content Marketing Playground

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No social media strategy at your nonprofit? No worries! Use social media as your content marketing playground. Presented at Social Media for Nonprofits, San Francisco, October 2013

No social media strategy at your nonprofit? No worries! Use social media as your content marketing playground. Presented at Social Media for Nonprofits, San Francisco, October 2013

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  • 1. http://www.flickr.com/photos/37922399@N05/9728739520 Social Media: Your Content Marketing Playground Kivi Leroux Miller @kivilm Nonprofit Marketing Guide.com Content Marketing for Nonprofits.com
  • 2. Content Marketing??? Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.
  • 3. http://www.flickr.com/photos/chefranden/741135828 The Broccoli: What you want to write
  • 4. http://www.flickr.com/photos/nate/412768397 The Cheese: What they want to read
  • 5. http://www.flickr.com/photos/habesha/399355643 Thus, the messy reality of your nonprofit communications strategy
  • 6. CHEESE!
  • 7. CHEESE!
  • 8. BROCCOLI!
  • 9. The Bad News: Typical nonprofit social media posts are pure broccoli. http://www.flickr.com/photos/stovak/2378145902/
  • 10. http://www.flickr.com/photos/refractedmoments/244856192 The Good News: You can use social media to discover more cheese!
  • 11. Let it be your Content Marketing Playground. http://www.flickr.com/photos/barneymoss/9520669372 No real social media strategy? No problem!
  • 12. (Let’s be honest: We don’t know what’s going on behind the curtains anyway.)
  • 13. http://www.flickr.com/photos/33677687@N00/9289022060 Play these three games and you too can rock social media.
  • 14. Playground Game #1: Find what bonds supporters to you. http://www.flickr.com/photos/iamian_/4006357909/
  • 15. “Our biggest group on Facebook is the artist community and they tend to respond to the art-inprocess posts. When we post pictures, people will respond saying they know the artist, or will ask technical questions about the pieces.” Rachel Hicks, Director of Programs and Communications, Archie Bray Foundation for the Ceramic Arts Quote Source: Content Marketing for Nonprofits
  • 16. http://www.flickr.com/photos/edenpictures/6176105559/ Playground Game #2: Find the best way to be helpful.
  • 17. “I tend to post links to helpful information like home repair and maintenance tips and budgeting ideas. I try to link the advice to current events. Rainy day? I’ll post about why it’s important to have clean gutters.” Amanda Welliver, Communications Coordinator, Community Neighborhood Housing Services Quote Source: Content Marketing for Nonprofits
  • 18. http://www.flickr.com/photos/cayusa/1682922576/ Playground Game #3: Find your outdoor voice – your real personality.
  • 19. “Social media gave the HSUS an opportunity to humanize a brand that is considered by many to be “old school.” We’ve tried to create a persona of being responsive and fun, but caring about the core issues too.” Carie Lewis Carlson, Deputy Director, Online Communications, HSUS Quote Source: Content Marketing for Nonprofits
  • 20. Use social media to discover . . . 1 What bonds them to you. 2 How to be helpful. 3 Your real personality.
  • 21. Now, bridge what you’ve learned in social media to your other communications. (Hint: The easiest place to start is with your boring newsletter. ) http://www.flickr.com/photos/whatnot/47629488
  • 22. Source: 2012 Nonprofit Marketing Guide Poll of 299 nonprofits. http://www.nonprofitmarketingguide.com/blog/2012/08/16/six-ways-social-media-has-affected-nonprofit-newsletters/ http://www.flickr.com/photos/pat_ossa/3912574243 2/3 of nonprofits said social media had a positive effect on their newsletters.
  • 23. http://www.flickr.com/photos/edenpictures/4892113708/ THINK: How can you translate what you’ve learned to email, direct mail and events?
  • 24. But what if something goes wrong? (Now, now, it’s just a little bump.) http://www.flickr.com/photos/donhomer/6891007636/
  • 25. http://www.flickr.com/photos/derek_b/2622760671 Just tell everyone to hold on tight. It will be fun, promise!
  • 26. Swing high, and learn something. http://www.flickr.com/photos/84744710@N06/7993603154
  • 27. Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits kivi@ecoscribe.com Available here today, 25% off and signed!