39 million will be online by next year 70% of total latino population 16% of total online population 32% growth, 4 times that of whites Leading Mobile adoption – 90%
Study “Dynamics of Cause Engagement” by Georgetown University’s Center for Social Impact Communication and Ogilvy Public Relations Worldwide. FOUND WHAT WE ALREADY KNEW: contrary to popular belief, PHILANTHROPY IS IMBEDDED IN OUR CULTURE More than half of African Americans and Latinos are involved with causes. Significantly lower in Caucasians. – Folk who have lived and worked in the US and/or are familiar with non-profits and how philanthropy works – As the younger generation comes of age, they want to support causes in Latin America because they feel they can make a difference.” – This generation has also been exposed to social media, another factor that may be behind an increase in giving = MAKES GIVING EASIER
reach new donors, supporters drive increased involvement engage members and advocates increase donations
LAY THE FOUNDATION Social Media is not a goal in and of itself, but rather a means, a tool toward attaining a larger and more specific goal. FIRST THING TO ASK YOURSELF: WHAT IS YOUR ULTIMATE GOAL? Once you have your goal, time to examine the field: Who do you want to connect with? Social media is – should be - about quality, particularly when you want to mobilize people. Where do people like that hang out online? ARE THEY ON FB/TWITTER/PINTEREST? Fish where the ﬁsh are. Marketing “GOALS” are something that we all have, and they are fairly standard across the board for all businesses or nonprofit organizations because you’re in business to do something, and at the highest level that’s what these are. [click to build] Another way to think about these is that they are the “30,000 foot view” of marketing…very much part of your marketing strategy. But what we’re here to do today is come down a bit, and get more specific. [click to next slide]
CREATE A STRATEGY Think of your ultimate goal, then break it into pieces: for example: If you want to recruit dreamers, research where the conversations about the dream act are taking place and write a list of potential people to follow/groups to join. Think of your goal as a long term plan, not a one-time thing. Treat each one of the platforms as a different entity. Facebook fans don’t necessarily like the same types of content that blog readers or Twitter followers like. Different people congregate in different corners of the social media universe, and they oftentimes have different interests or motivations Test out different kinds of content: Ask questions, link to interesting articles, or hold a contest. If you don't get a great response on one kind of post, don't give up–just try something different! Think of creative ways to promote content, events, and engage fans using pictures, infographics, stats, memes, questions
Experiment, Measure, Reﬁne, Repeat What is really more helpful when you’re planning your marketing is to think in terms of OBJECTIVES, which will require you to get much more specific. Look at some examples of objectives you want to set for a specific marketing effort… drive donations by x% this month grow volunteers by 10% double event attendance in one year You may be able to juggle more than one of objective at a time, but for today’s session let’s focus and choose just one… Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide] You may be able to juggle more than one of objective at a time, but for today’s session let’s focus and choose just one… Working with a one objective at a time can make it easier to ensure that you’re getting the most out of the steps we’re going to be outlining later as we discuss campaigns and channels. It also makes it easier for the people you’re targeting to take action and help you actually get the results you want. [click to next slide]
CREATE COMMUNITY The path of getting from a couple of followers and/or fans to a community of thousands, starts with three things: A COMMON CAUSE, VALUE AND CONSISTENCY. A COMMON CAUSE: The easiest way to build rapport is finding common ground. Only after you have identified the values that you are promoting speaks of can you efficiently nurture a relationship with your community. VALUE: In order to create value, your messaging must be unique, helpful and insightful. Building value is a two-way street: You cannot only ask people to do things for you; you must create value for them: be it info, resources, a platform for conversation, etc CONSISTENCY: means you can’t just set it and forget it; you have to be around, keep yourself top of mind. The goal is when someone thinks of your topic, they think of you. Simply by staying top of mind with your community, you will reinforce your messaging over and over and create loyalty within your community
Speaking of consistency, identify what are the best times for YOU to engage. When your particular audience is online. GENERAL TIMING: Best FB; 6-8 am; 2-5 pm Worst: between 10pm -4 am and weekends Twitter: Best: Daily between 1-3pm and Weekends Worst: 8pm to 8am Google+ Best 9-11 am Worst: 6pm to 7 am
- Culturally relevant and respecful Platform: run CAMPAIGNS on the CHANNELS that matter. Fish where the fish are. HASHTAGS: Use Hashtags.org to find relevant hashtags Be aware of seasons/time of year/Events Nationality: Latinos come from 26 countries Language: Spanish Spanglish, English
Be specific/explicit about action you want them to take. People respond better to short post that get to the point. Also to posts with images.
Tools you need Tweetdeck: real-time tracking, organizing and engagement. You can also schedule and create custom timelines. Buffer makes it super easy to schedule tweets to share in Twitter, Facebook, Google and other social network. SumAll (beta) connects all your analytics for all your online platforms in one place so you can track and plan better. BackTweets (Free) | Track how many people are talking about you, who’s talking, and what they’re saying. You can search through a tweet archive for URLs sent via Twitter, including results for full URL links, shortened URLs, and URLs without the “www” prefix. Meltwater Icerocket (Free) | A free resource for brand monitoring, it taps the Web, blogs, Twitter, and Facebook, and delivers easy-to-read results in one page.
Social Good & Hispanics (presentation by Elianne Ramos, LATISM)
Maximize the tools to reach LATINOS online.
on & offline.
Find your best time.
Lay the Foundation.
Be sensitive & Relevant.
Devise a Strategy.
Pick the right tools.
“It’s about the
“It’s about the