Social Good & Hispanics (presentation by Elianne Ramos, LATISM)

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  • 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)

    1. 1. SOCIAL. GOOD. Maximize the tools to reach LATINOS online.
    2. 2. CAUSE ENGAGEMENT
    3. 3. AUSE ENGAGEMENT ONLINE SOURCE: LATISM 2011 Survey
    4. 4. MAXIMIZE THE CHANNELS LinkedIn Twitter Instagram Youtube Facebook
    5. 5. FRAMEWORK FOR IMPACT 1 Lay the FOUNDATION 1 2 Devise a STRATEGY 2 3 Create COMMUNITY 3
    6. 6. LAY THE FOUNDATION • Common Cause • Value • Consistency
    7. 7. CREATE A STRATEGY • Think Long term • Treat Platforms Differently • Experiment • Measure • Refine • Repeat
    8. 8. CREATE COMMUNITY • Common Cause • Value • Consistency
    9. 9. IND YOUR BEST TIME • 5 - 10 times a week minimum • Use automated tools to schedule
    10. 10. BE SENSITIVE & RELEVANT • Cultural • Platform • Timing • Nationality • Language
    11. 11. RESULTS ARE MEASUREMENTS OF ACTIONS open or click come to the org schedule a session donate call
    12. 12. PICK THE RIGHT TOOLS
    13. 13. TO RECAP Latinos: Cause-driven, on & offline. Find your best time. Lay the Foundation. Be sensitive & Relevant. Devise a Strategy. Experiment. Measure. Refine. Repeat. Create Community. Pick the right tools.
    14. 14. Be st Qu ot e “It’s about the “It’s about the PEOPLE, stupid.” PEOPLE, stupid.” ~ Me. Ev er
    15. 15. ¡Gracias! @ErGeekGoddess • elianneramos.com

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