Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It?
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Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It?

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Social media has the potential to be a powerful marketing and fundraising tool. But how can time-strapped nonprofits use their limited time strategically and get the results they want? ...

Social media has the potential to be a powerful marketing and fundraising tool. But how can time-strapped nonprofits use their limited time strategically and get the results they want?

Learn why nonprofits can't afford to ignore social media, some strategic advice for nonprofits to get started, and some general how-tos and etiquette tips that are applicable across Facebook, Twitter, and other networks.
LINKS:
Quick guides to Twitter, Facebook, and more
http://smallact.com/blog/bite-sized-social-strategy-twitter
http://smallact.com/blog/bite-sized-social-strategy-facebook
Quick tip: Post a picture with a URL in the caption to increase engagement! If you don’t have a photo, create a quick slide in PowerPoint or Keynote and save it as a jpg.
http://smallact.com/bitesized

Deeper dive on the toothbrush stat: 
http://smallact.com/blog/more-on-the-stat-more-people-have-mobile-phones-than-toothbrushes

Other stat sources linked in this post:
http://smallact.com/blog/slides-getting-started-with-social-media-why-and-how

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    Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It? Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It? Presentation Transcript

    • Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It? by Annie Lynsen of Small Act www.smallact.com Event hashtag: #FINday2013 Thursday, October 24, 13
    • What are we going to cover? Thursday, October 24, 13
    • What are we going to cover? Overview of social media Thursday, October 24, 13
    • What are we going to cover? Overview of social media Platforms: Twitter and Facebook Thursday, October 24, 13
    • What are we going to cover? Overview of social media Platforms: Twitter and Facebook Strategy Thursday, October 24, 13
    • What are we going to cover? Overview of social media Platforms: Twitter and Facebook Strategy Brand presence vs. campaigns Thursday, October 24, 13
    • What are we going to cover? Overview of social media Platforms: Twitter and Facebook Strategy Brand presence vs. campaigns Etiquette Thursday, October 24, 13
    • What are we going to cover? Overview of social media Platforms: Twitter and Facebook Strategy Brand presence vs. campaigns Etiquette Measurement Thursday, October 24, 13
    • What are we going to cover? Overview of social media Platforms: Twitter and Facebook Strategy Brand presence vs. campaigns Etiquette Measurement And case studies Thursday, October 24, 13
    • Key takeaways Thursday, October 24, 13
    • Key takeaways Nobody can afford to ignore social media. Thursday, October 24, 13
    • Key takeaways Nobody can afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Thursday, October 24, 13
    • Key takeaways Nobody can afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for each organization. Thursday, October 24, 13
    • Key takeaways Nobody can afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for each organization. Listen, be nice, and measure everything. Thursday, October 24, 13
    • Socialnomics video http:/ /smallact.com/blog/ socialnomics-2013-video Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Facebook users have uploaded 250 BILLION photos since launch Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Thursday, October 24, 13
    • It’s not a communication change. It’s a cultural revolution. Facebook users have uploaded 250 BILLION photos since launch Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • Traditional media vs. Social media Thursday, October 24, 13
    • In what ways are nonprofits using social media? Thursday, October 24, 13
    • In what ways are nonprofits using social media? Brand awareness Thursday, October 24, 13
    • In what ways are nonprofits using social media? Brand awareness Customer ser vice channel Thursday, October 24, 13
    • In what ways are nonprofits using social media? Brand awareness Customer ser vice channel Word-of-mouth campaigns Thursday, October 24, 13
    • In what ways are nonprofits using social media? Brand awareness Customer ser vice channel Word-of-mouth campaigns Building relationships with their donors/members Thursday, October 24, 13
    • How can social media be used (effectively) in marketing? Thursday, October 24, 13
    • How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness Thursday, October 24, 13
    • How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Thursday, October 24, 13
    • How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Offer better, on-the-spot customer service/responses to questions Thursday, October 24, 13
    • How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Offer better, on-the-spot customer service/responses to questions Find donors/members where they spend the most time Thursday, October 24, 13
    • But...does it get results? Thursday, October 24, 13
    • But...does it get results? No. Thursday, October 24, 13
    • But...does it get results? No. Thursday, October 24, 13
    • But...does it get results? Thursday, October 24, 13
    • But...does it get results? Maybe. Thursday, October 24, 13
    • But...does it get results? Maybe. Thursday, October 24, 13
    • But...does it get results? Thursday, October 24, 13
    • But...does it get results? Yes! Thursday, October 24, 13
    • But...does it get results? Yes! Thursday, October 24, 13
    • But...does it get results? Yes! Thursday, October 24, 13
    • But...does it get results? Yes! Thursday, October 24, 13
    • But...does it get results? Yes! Thursday, October 24, 13
    • What about nonprofits? Thursday, October 24, 13
    • What about nonprofits? Thursday, October 24, 13
    • What about nonprofits? Thursday, October 24, 13
    • What about nonprofits? Thursday, October 24, 13
    • What about nonprofits? Thursday, October 24, 13
    • What about nonprofits? AMERICAN HEART ASSOCIATION: AHA changed the context of connecting with consumers at events from paper and clip board to text messaging.  Donations increased 5X through text messaging in just 10 minutes versus the  manual process that took days, even weeks, and costed more. Thursday, October 24, 13
    • What about nonprofits? HELPING HANDS: A local affiliate of the Oregon Food Bank sponsored a Thanksgiving fun run, Give N’ Gobble. The race director hired Bonfire Social Media to create a search optimized blog, Twitter and Facebook pages. The blog served as a platform for race news, interviews, photos and easy race registration. Donations increased by almost 50% versus the previous year; runners increased by over 25%; volunteers increased 2X; web traffic increased 76%; pages indexed by search engines increased by 150%. Thursday, October 24, 13
    • Platforms Where can you do stuff? Thursday, October 24, 13
    • Twitter Thursday, October 24, 13
    • What is Twitter? Thursday, October 24, 13
    • What is Twitter? Twitter is a website which lets you send and read messages called t weets. Thursday, October 24, 13
    • What is Twitter? Twitter is a website which lets you send and read messages called t weets. Tweets are text-based posts of up to 140 characters. Thursday, October 24, 13
    • What is Twitter? Twitter is a website which lets you send and read messages called t weets. Tweets are text-based posts of up to 140 characters. Users “follow,” or subscribe, to various people’s t weets so they can read their updates. Thursday, October 24, 13
    • Why bother? Thursday, October 24, 13
    • Why bother? Twitter has plenty of time for your organization. Thursday, October 24, 13
    • Why bother? Twitter has plenty of time for your organization. Public t weets often end up at the top of Google searches. Thursday, October 24, 13
    • Why bother? Twitter has plenty of time for your organization. Public t weets often end up at the top of Google searches. Do you want to create an account when times are good, or when a crisis hits? Thursday, October 24, 13
    • General Twitter strategy: Relationship cultivation Thursday, October 24, 13
    • General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your net work. Thursday, October 24, 13
    • General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your net work. Provide value to the masses, but speak to individuals as individuals when you can. Thursday, October 24, 13
    • General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your net work. Provide value to the masses, but speak to individuals as individuals when you can. Bottom line: More supporters, more money. Thursday, October 24, 13
    • Thursday, October 24, 13
    • What is Facebook? Thursday, October 24, 13
    • What is Facebook? Facebook is the world's most popular social net working website. Thursday, October 24, 13
    • What is Facebook? Facebook is the world's most popular social net working website. Users share “status updates,” pictures, videos, links, etc. Thursday, October 24, 13
    • What is Facebook? Facebook is the world's most popular social net working website. Users share “status updates,” pictures, videos, links, etc. The updates of your friends (and brands you follow) appear in your “News Feed.” Thursday, October 24, 13
    • Why bother? Thursday, October 24, 13
    • Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). Thursday, October 24, 13
    • Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Thursday, October 24, 13
    • Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Can drive tons of traffic to your website. Thursday, October 24, 13
    • Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Can drive tons of traffic to your website. Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Thursday, October 24, 13
    • General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Thursday, October 24, 13
    • Other places to consider sharing Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13 SEO/traffic-building
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13 SEO/traffic-building Google+
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13 SEO/traffic-building Google+ Reddit
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13 SEO/traffic-building Google+ Reddit Video
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13 SEO/traffic-building Google+ Reddit Video YouTube
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare Thursday, October 24, 13 SEO/traffic-building Google+ Reddit Video YouTube Vimeo
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare SEO/traffic-building Google+ Reddit Video YouTube Vimeo Instagram video Thursday, October 24, 13
    • Other places to consider sharing Highly-visuallydriven Pinterest Instagram Location-based Foursquare SEO/traffic-building Google+ Reddit Video YouTube Vimeo Instagram video Vine Thursday, October 24, 13
    • Strategy Gettin’ it done Thursday, October 24, 13
    • Questions to ask before you do anything Thursday, October 24, 13
    • Questions to ask before you do anything What do we want to get out of this? Thursday, October 24, 13
    • Questions to ask before you do anything What do we want to get out of this? Who is our audience? Thursday, October 24, 13
    • Questions to ask before you do anything What do we want to get out of this? Who is our audience? What stories resonate for our audience? Thursday, October 24, 13
    • Questions to ask before you do anything What do we want to get out of this? Who is our audience? What stories resonate for our audience? What/who do we need in place to start? Thursday, October 24, 13
    • How do you get started building a brand presence? Thursday, October 24, 13
    • How do you get started building a brand presence? Listen Thursday, October 24, 13
    • How do you get started building a brand presence? Listen Engage Thursday, October 24, 13
    • How do you get started building a brand presence? Listen Engage Test Thursday, October 24, 13
    • How do you get started building a brand presence? Listen Engage Test Wash, rinse, repeat Thursday, October 24, 13
    • Brand- building vs. campaigns Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Mostly short-term gains, possible long-term gains Thursday, October 24, 13
    • Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Mostly short-term gains, possible long-term gains Quick acquisition of followers & buzz Thursday, October 24, 13
    • Think of it like “The Rocky Horror Picture Show” Thursday, October 24, 13
    • Think of it like “The Rocky Horror Picture Show” Audience participation is key. Thursday, October 24, 13
    • Think of it like “The Rocky Horror Picture Show” Antici...pation works. Thursday, October 24, 13
    • Think of it like “The Rocky Horror Picture Show” Show your favorite obsession: Strive to be a thought leader. Thursday, October 24, 13
    • Think of it like “The Rocky Horror Picture Show” “Don’t dream it, be it!” Take risks! Thursday, October 24, 13
    • Good brands (examples) Thursday, October 24, 13
    • Good brands (examples) Thursday, October 24, 13
    • Good brands (examples) Thursday, October 24, 13
    • Good brands (examples) Thursday, October 24, 13
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    • Good brands (examples) Thursday, October 24, 13
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    • Etiquette Thursday, October 24, 13
    • Etiquette Humanize your profile Thursday, October 24, 13
    • Etiquette Humanize your profile Be personal Thursday, October 24, 13
    • Etiquette Humanize your profile Be personal Contribute Thursday, October 24, 13
    • Etiquette Humanize your profile Be personal Contribute Content is king! Thursday, October 24, 13
    • Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Thursday, October 24, 13
    • Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Do promote other’s content (12:1 rule) Thursday, October 24, 13
    • Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Do promote other’s content (12:1 rule) Keep it relevant Thursday, October 24, 13
    • Measurement Thursday, October 24, 13
    • Measurement Start tracking, right from the start: Thursday, October 24, 13
    • Measurement Start tracking, right from the start: URL clicks (bit.ly) Thursday, October 24, 13
    • Measurement Start tracking, right from the start: URL clicks (bit.ly) Interactions (ret weets, comments, @’s, “likes”) Thursday, October 24, 13
    • Measurement Start tracking, right from the start: URL clicks (bit.ly) Interactions (ret weets, comments, @’s, “likes”) Followers Thursday, October 24, 13
    • Measurement Thursday, October 24, 13
    • Measurement Analyze: Thursday, October 24, 13
    • Measurement Analyze: What content are people responding to? Thursday, October 24, 13
    • Measurement Analyze: What content are people responding to? What times/days am I getting the most traction? Thursday, October 24, 13
    • Measurement Analyze: What content are people responding to? What times/days am I getting the most traction? What conventions seem to get attention? (length of message, type of message, platforms, etc.) Thursday, October 24, 13
    • Measurement Thursday, October 24, 13
    • Measurement Then: Thursday, October 24, 13
    • Measurement Then: Replicate your success Thursday, October 24, 13
    • Measurement Then: Replicate your success Avoid repeating failures Thursday, October 24, 13
    • Measurement Then: Replicate your success Avoid repeating failures Continue experimenting Thursday, October 24, 13
    • Wrap up: Key takeaways Thursday, October 24, 13
    • Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Thursday, October 24, 13
    • Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Thursday, October 24, 13
    • Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for you. Thursday, October 24, 13
    • Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for you. Listen, be nice, and measure everything. Thursday, October 24, 13
    • Happy question time Thursday, October 24, 13
    • Thanks! Thursday, October 24, 13 Find me online: annie@smallact.com smallact.com/blog gplus.to/smallact @smallact