Slides from October 11 TechSoup event "Digital Marketing with HootSuite for Nonprofits" Event page: https://events.techsoup.org/events/details/techsoup-techsoup-events-and-webinars-presents-digital-marketing-for-nonprofits-with-hootsuite/

1. Digital Marketing for Nonprofits
With HootSuite
October 11, 2023

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Guest Expert
Roya Kalbassi
HootSuite

5. Creating a Social
Media Marketing
Strategy for
Nonprofits
A TechSoup Webinar

6. Laura Rychlik
SHE/HER
Social Media Strategist II
Hootsuite
@laurarychlik
Speakers
Roya Kalbassi
SHE/HER
Senior Customer Success Manager
Hootsuite
@hootroya

7. 1 Conducting a high-level audit
Review your previous performance
2 Planning ahead
Set S.M.A.R.T social goals
3 Building a social listening strategy
How it can help your business
4 Social media management best practices
Create a content calendar and setup tracking
5 Wrap up and Q&A
Final thoughts and questions
AGENDA

8. Conducting a
high-level audit
Reviewing your previous performance

9. ■ Taking a look at your current accounts can help you identify:
■ Your most effective platforms
■ What your audience wants to see
■ Who your audience is
■ How each social platform contributes to your goals
■ New ideas that will help you grow / where to focus your efforts
Why a Social Audit?

10. Evaluate each
channel’s
performance
4
Identify your
top-performing
content
3
Understand your
audience on each
platform
Create a list of all
your social accounts
Evaluate each profile
1 2
5
How-To Perform A Social Audit
https://blog.hootsuite.com/social-media-audit-template/#Free_social_media_audit_template

11. Social Network URL
Follower
Count
Average
Monthly Activity
(posts per month)
Top 3 Most
Engaging Posts
Facebook
https://www.facebook.com/
nonprofitABC
5.6K 11/month Spring fundraiser
People focused story
Fundraising event
Instagram
LinkedIn
Twitter
Listing Your Accounts
https://blog.hootsuite.com/social-media-audit-template/#Free_social_media_audit_template

12. Evaluate Your
Profiles
Include:
■ Profile and cover images
■ Bio text
■ Consistent usernames
across platforms
■ Up-to-date links
■ Pinned posts

13. What’s getting the
response you want?
What has the
highest
engagement?
Are people
responding in the
same way across all
your networks?
Do people engage
when you ask a
question?
Look Through Your Posts For Patterns
What can this tell you about your audience?

14. Planning Ahead
Set S.M.A.R.T social goals

15. List out goals you have
on social media and track
your progress
Evaluate your channels performance

16. S M A R T
Specific
What exactly do
you want to
achieve?
Measurable
How will you
know when
you’ve achieved
your goal?
Attainable
Is this actually an
attainable goal?
Relevant
Does the goal fit
into a bigger
plan?
Time-bound
When do you
want to see
results?
Get SMART with your goals

17. Overall Goal
Building overall follower growth Driving virtual fundraising Overall brand awareness
SMART Framework
Grow my Facebook following by
1,500 net-new followers by the
end of Q4 2023
Increase virtual fundraising efforts
on Facebook by 2%
Improve engagement rate on
Facebook by 1% by the end Q4
2023
Metrics To Track
Followers Website clicks
Fundraising
Engagement rate
Content reach / impressions
Secondary metrics
Video views
Website clicks
SMART Framework & Metrics

18. Building a social
listening strategy
How it can help your business

19. The practice of monitoring social media
channels for mentions of your brand,
competitor brands and related keywords.
Social listening defined:

20. Customer
engagement
4
Crisis management
& brand protection
3
Competitor and
industry trends
Understand your
audience
Market research /
intelligence
1 2
5
Social Listening Use Cases

21. More about this use case:
■ Helps you understand what your audience wants from your
brand
■ May show up as brand love or looking for help with products and
services you provide
Give it a try:
● Identify your popular posts and mentions of your brand
● Check out your audience demographics
Understand your audience:

22. More about this use case:
■ Monitoring conversations in the industry to see what’s working
vs. what’s not
■ Helpful for uncovering customer service questions, product
development and marketing ideas
■ Can also help uncover frustrations with your current products or
services you may want to adjust
Give it a try:
● Review the common questions on social
● Identify the popular platforms
Market research / intelligence:

23. More about this use case:
■ Allows you to track sentiment in real-time
■ Is a great early warning to let you know about positive or
negative changes in how your brand is perceived
■ Keep an eye out when you’re starting to get more engagement
than usual
Give it a try:
● Track the number of mentions and set alerts for any spikes
● Have a crisis management plan in place
Crisis management & brand protection

24. More about this use case:
■ Help solve people’s problems instead of hard-selling them
something
■ A great opportunity to build relationships with audiences that
are talking about you or your industry
Give it a try:
● Set a target response rate/no. of comments to review
● Create a set of responses to send back
Customer engagement:

25. More about this use case:
■ What are people saying about your competitors and industry in
general?
■ Gives you insight into whether your competitors are launching
new products/services, running marketing campaigns, etc. in
real-time
■ Helps you discover areas of opportunity they might not be
talking about
Give it a try:
● Check in on your competitors on a regular basis
Competitor and industry trends:
https://blog.hootsuite.com/competitive-analysis-on-social-media/#How_to_do_a_competitive_analysis_on_social_media_a_4-step_process

26. Social Media
Management Best
Practices
Create a content calendar and setup
tracking

27. Develop a master view of content & events:
■ List all relevant dates, deadlines, events and milestones by
month
Consider things that are:
■ Local (ex: community events)
■ Topical (ex: campaign launches, resources)
■ Relevant (ex: industry trends, holidays)
Content
Planning

28. Planning your posts
Q1 Q2 Q3 Q4
EVENT
January
Happy New Year (1st
)
April
April Fools Day
Easter break
July
Summer Vacations
Fourth of July
October
Thanksgiving (CA)
February
Valentine’s Day (14th
)
Family Day
May
Mother’s Day
August
Campaign Launch
November
Thanksgiving (US)
Black Friday
March
Women’s History
Month
June
Pride Month
Father’s Day
September
Back To School
December
Holiday Season

29. Implement tracking for your social
media posts
● Measure Impact
● Identify Audience Preferences
● Optimize Content Strategy

30. http://www.yourwebsite.com
http://www.yourwebsite.com/?utm_source=
instagram&utm_medium=social&utm_camp
aign=fundraising_event&utm_content=imag
e
Setup UTM parameters
UTM parameters provide invaluable insights into the performance of your social media efforts.
Source: Google Campaign URL Builder

31. Wrap up and Q&A
Final thoughts and key takeaways

32. Key Takeaways
Audit your social pages:
Make it a habit to review
your social activity and track
them against your business
goals
Set goals and plan
towards them:
Identify SMART goals and
plan to steadily progress
towards those objectives
Use data to make
changes to your
social media activity:
Analytics provide real time
feedback what what’s
working/not working.
Iterate & improve
1 2 3

33. Q&A

34. Thank you
From the Hootsuite
Team

35. What’s one thing you learned today?
Share with us in chat

36. Support future demo events and reach nonprofits and
NGOs using apps to deliver on their mission by becoming
a sponsor.
Contact Susan Tenby for more information.
stenby@techsoup.org
Become a Sponsor

37. Thank you for attending.
Please complete our post-event survey. The link is in chat!