This training for Pick.Click.Give. nonprofits shares ideas and strategies for using the tools we provide on your social media platforms. Digital media consultant Slavik Boyechko of Video Dads leads this presentation.
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VIDEO DADS are Travis Gilmour and
Slavik Boyechko.
We make short, inspirational videos
for organizations to tell their stories
on the web / social media.
WHO ARE WE?
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IF YOU ONLY TAKE AWAY ONE THING...
THE KEY TO SOCIAL MEDIA MARKETING IS:
GIVE, SHARE, INTERACT, HAVE FUN
PROMOTE OTHERS.
**ONLY OCCASIONALLY PROMOTE YOURSELF**
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The most successful companies in the
world do not use social media to sell or
promote anything.
Reddit, one of the biggest web sharing
platforms for millenials, BANS users who
promote themselves.
So what do big businesses do online?
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GIVE, SHARE, INTERACT, PROMOTE OTHERS.
...THEN ONCE IN A WHILE, ASK THEIR WEB
COMMUNITY FOR SOMETHING BACK.
“LEFT JAB, LEFT JAB, RIGHT HOOK.”
Big companies have social media staff who
“play online” all day, making fun graphics,
sharing cat pics, building a fan base.
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For profit businesses depend on products and
services, but use their social media real estate
for telling their people’s stories, asking for
customer stories, sharing photos, being light
hearted...
...essentially being OF the web, giving web
audiences what they want, not pushing for
customer sales.
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Nonprofits depend on people and very per-
sonal missions and stories, but use their social
media to ask for donations, volunteers, votes,
ask for others precious web time, use serious
tones, mostly link back to org website.
...for profit businesses would kill for our stories
and missions, but we’re squandering it by ask-
ing rather than giving.
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A Case Study:
Public Broadcasting gives (“left jab”) pro-
gramming for most of the year, and then asks
(“right hook”) occasionally during pledge
drives, events, appeal letters.
For Pick.Click.Give., KSKA airs info spots
on “how you can give to Alaska orgs during
PCG” a bunch of times, and then “...consider
KSKA for PCG” occasionally.
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On TV and radio, it’s a good ratio of giving to
asking. It’s worked for a long time.
On the web, however, it’s mostly been asks.
“Call this number to donate”
“Don’t forget to PCG to us”
“Watch this program tonight”
“Buy tickets for our event”
.....this doesn’t fly in social media world.
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In 2011, joined Facebook (in 2011!!)
-Started to post lots of tangential things that REMIND
people that there’s a pledge drive, and stats, but not
asks.
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An example of a social media weekly strategy:
Monday Meme Day - light fun to get week started.
Tuesday Photos - share mission photos,
staff, or from history.
Wednesday Stories - testimonials/stories, hopefully with
pics. “What’s your story?” is ok, but it’s an ASK of time.
Thursday Tips - short factoids about related services,
orgs, people, links to articles online. Or #TBT Throw
Back Thursday photos from org’s early years.
Friday Ask - “before the weekend, please take a minute to
watch our video and share it with your friends!”
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THE MOST IMPORTANT FACEBOOK TIP
EVER...
No matter how many fans you have, 0 or
10,000, you must pay to promote your
important ASK posts.
Even $20 is something. Your posts will
otherwise not reach even the fans you
already have.
If your ASK (video, promotion, etc) is
sharable content, it will then spread out
and have a life of its own.
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OTHER FACEBOOK TIPS:
Post a photo as much as possible with your text, even if it’s only
slightly related. Free real estate, better visibility.
Upload videos directly to Facebook (rather than Youtube), they
play automatically in Facebook timeline.
You have to pay for ads to get Likes, and to Boost Posts, but
you can specifically target Alaskans for cheaper rate.
Remember, only a small percentage of your Fans will ever see
your posts, unless Boosted. And even those will scroll by your
post in fraction of a second. If your post requires work of any
sort, it will be skipped (unless fans feel like giving back to you).
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WHAT ABOUT TWITTER? INSTAGRAM?
It’s easy to be ON Twitter, but in order for anybody to pay attention,
you have to be 10x more active in curating, promoting, and linking to
other people/orgs on the web.
Self-promotion and asks will only be reciprocated for the most en-
gaged Twitter users, 99% of the time individuals rather than organiza-
tions. Really active Twitter users, however, feel a lot more “web” kin-
ship with fellow users than on Facebook.
Instagram is easy and great if you regularly have photo opportunities
outside the office. But it’s 100% mobile users on-the-go, there are no
opportunities to link to your website, so no asks ever.
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OKAY, here’s some Pick. Click. Give. social media posts!
Remember: “reminders” about PCG, related photos, stories and
missions, links to other orgs, tips, invitations to share...
And not so much ASKS all the time, please.