Social Media for Social Causes

651 views
524 views

Published on

This presentation was presented to student volunteers of the Hashoo foundation on using Social Media to promote their cause and upcoming event.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
651
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Social Media for Social Causes

  1. 1. SOCIAL MEDIA FOR CAUSES! Hashoo Foundation | Caitlin Kaluza | @qcait Schipul The Web Marketing Company Photo: flickr.com/photos/wolfraven/1334244592
  2. 2. 1. Social Media for Organizations 2. Strategy First 3. Social Media Event Coverage 4. Facebook Best Practices 5. Twitter Best Practices LET’S TALK... Photo Credit: flickr.com/photos/duncanh1/9047426263/
  3. 3. SOCIAL MEDIA FOR ORGANIZATIONS
  4. 4. Why it Matters Active monthly users, via expandedramblings.com
  5. 5. 70% of the world uses Social Media ... Most people use 2 networks and have no interest in branching out Source: theconversationmanager.com
  6. 6. WHAT’S IN IT FOR ME? • Word of Mouth • More Data Now than Ever • Hyper-Information Customers • Branding and Marketing • Reactive Needs (Online PR)
  7. 7. Organizations who incorporate social media into fundraising campaigns generate 10xmore money Source: 2012 Digital Giving Index
  8. 8. WHAT’S DIFFERENT FOR ORGANIZATIONS? • Facebook Page instead of Profile • Everything Represents the Brand • Remember: There is no Delete Key
  9. 9. STRATEGY FIRST Photo Credit: flickr.com/photos/51385424@N00/2223450729/
  10. 10. SETTING GOALS
  11. 11. FIND YOUR AUDIENCE http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
  12. 12. EXAMPLE: Houston Hospice Users on Twitter are 5x more likely to share news than any other network Source: mediabistro.com
  13. 13. • Lifestyle content works well • Curated Content - 80% are repins • Inspiration/Aspiration • Demographic: College Educated Women
  14. 14. Getting started Listen First. Photo Credit: flickr.com/photos/48578410@N00/
  15. 15. Getting started Think of social media like a cocktail party.
  16. 16. Keep it Consistent.
  17. 17. Photo Credit: flickr.com/photos/68428932@N00/4690601431/ Your Website is Your Mothership.
  18. 18. Make it VISUAL.
  19. 19. WHY? Photo Credit: flickr.com/photos/fdctsevilla/3968090665
  20. 20. Tip: Integrate Visuals into content you’re already posting
  21. 21. TOOLS FOR VISUAL CONTENT madewithover.comcompfight.com
  22. 22. Tell People How to Talk About You •What’s the Hashtag? •Links to share? •“Please RT”
  23. 23. Tips for monitoring #hashtags
  24. 24. Create Shareable Content •Show who benefits and the impact •Showcase your people - staff & volunteers •Cover Events •Stats & Education •Think Real Time •Say “THANK YOU!”
  25. 25. Think Shareable •Top 10 Ways to... •Hot Topics/In the News •Infographics •How to/FAQs •Tag People •Local Content
  26. 26. Respond to People Who Reach Out to You
  27. 27. COVERING EVENTS WITH SOCIAL MEDIA
  28. 28. • Share the hashtag • Sense of urgency! • Assign duties ahead of time • Turn announcements into news BEFORE THE EVENT
  29. 29. • Use the hashtag • Monitor what others are saying • Take photos • Get things up in real time DURING THE EVENT
  30. 30. • Say thank you: video, photos, hand written cards, etc. • Tip: Plan your thank you strategy ahead • Post photos and start getting excited about next year! • Show people the impact they’ve made AFTER THE EVENT
  31. 31. FACEBOOK BEST PRACTICES
  32. 32. OVERVIEW • 1.11B MAU • Accounts for 90% of time spent social networking Components • Page v. Profile • Newsfeed is main form of content consumption • Promotes engagement via Likes, Comments, Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts and Ads
  33. 33. ADMIN PANEL/INSIGHTS
  34. 34. FACEBOOK: PAGE •Users are 40-150 times more likely to consume your content on their newsfeed than from your page. •40% of Facebook time is spent on Newsfeed compared to 12% on Pages. •Edgerank is the algorithm that determines what gets shown in a user’s newsfeed
  35. 35. EDGERANK FACTORS • Personal Interaction • Your previous interactions with the author • Your previous interactions with the post type • Network Reaction • Reaction from users who have seen the post • Negative feedback
  36. 36. CONTENT STRATEGY • Consider how you use Facebook • Use rich, engaging, easy-to-consume media • It’s not all about you - 80/20 rule
  37. 37. RECOMMENDATIONS • Create a Facebook Event (create it as the “Hashoo Foundation” or “PISA” if possible) • Fill out details like who you’re supporting, why, ticket links, etc. • Invite your friends individually • Add posts leading up to the event like photos, deadlines, how many tickets are left, how to donate additionally to ticket prices, etc.
  38. 38. TWITTER BEST PRACTICES
  39. 39. • 5x more likely to share News
  40. 40. •About 200M users (Dec. 2012) •Treats personal and brand profiles the same •Timeline is main form of content consumption •Promotes engagement via Mentions, RTs and Hashtags
  41. 41. CONTENT STRATEGY • Use popular hashtags - but don’t spam people • Be timely • Keep it short! • Use images and links
  42. 42. RECOMMENDATIONS • Don’t feed content from Facebook, create separate messages for Twitter • Establish a hashtag and use it • Post photos and news events related to your cause • Retweet others • Create urgency with timely posts like “3 weeks left!”
  43. 43. Tools to Help with Implementation
  44. 44. SOCIAL MEDIA PLATFORMS
  45. 45. OTHER TOOLS Social Media Policy Examples socialmediagovernance.com/policies.php
  46. 46. More Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats
  47. 47. Photo Credit: flickr.com/photos/duncanh1/9047426263/ 1. Social Media for Organizations 2. Strategy First 3. Social Media Event Coverage 4. Facebook Best Practices 5. Twitter Best Practices REVIEW:
  48. 48. QUESTIONS? CAITLIN KALUZA Marketing Manager @qcait slideshare.net/schipul blog.schipul.com @schipul

×