Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations
A short presentation given for the Illinois Arts and Business Council regarding the creation of an effective and impactful social campaign that drives patrons from awareness through loyalty to donor activation.
Time is money…
“I keep my mind on my money,
my money on my mind.”
“Where did the day go?”
• Image and video creation
• Reading articles
• Reading community posts
• Getting approval from the boss
• Writing and publishing posts
• Replying to your community
• Technology and tools
• A schedule
• Content strategy
• Attainable goals
Still, like a good crème brulée,
good social media takes time.
Clever promotion is primarily
how businesses make
money on social media.
B2B social media is a top-of-funnel channel
through which to offer value and conversation
to a customer.
Social media is only useful if
you’re having a
Hint: I couldn’t make that font any bigger…
An apple a day…
…keeps your audience from dwindling away.
• Consistency sets expectations of value
• Bring customers back on their own volition
• Reduce the need for promotion
• Less promotion leaves room for more value
• Make important promotions MORE POWERFUL
Focus, Focus, Focus
Choose the most relevant platform and…
• Practice takes time
• Time builds experience
• Experience builds conﬁdence
• Conﬁdence breeds authenticity
• Authenticity builds audiences
• Audiences buy stuff
A development funnel with bite!
Courtesy of tweetreach.com
Over-appreciated and under-utilized
Only as useful with the right message and audience
But… it’s necessary for awareness and fundraising
So, how do we maximize it?
Be your own PR ﬁrm: Focus on inﬂuencers
• Blogger outreach
• Go through the “rolodex”
• Targeted, scheduled requests for sharing
• Post promotion (FB)
• Sharing through Engagement
• Edgerank improvements (FB)
Remember that way conversation slide?
• Write posts that promote a response
• It’s a conversation!
• Never let the conversation die
• It’s about them – not you (don’t be that guy)
• Learn from your comments (It’s the only marketing channel that let’s
you talk to your audience directly, often and in a familiar setting)
Surprisingly, people don’t yet live in social
media, they live in real life
The most powerful form of social media
merges the online experience with the
★ Create a social media campaign ★
• Tweet Rate for a Twitter Mention
• Team Olivera at the 5K
• Lobby scavenger hunt
• Outdoor ticket hunt – (Geocaching)
• Show/brand relevant
• Fun, engaging in the real-world
• Integrated/supported through ofﬂine channels
• Exclusive to your online audience
• Part of the organization’s brand experience
Exclusivity breeds loyalty.
Hold events for your online community.
Create a new value-adding experience beyond
Create a memorable relationship.
Make them feel special… invested.
Your social community is powerful when…
10 Facebook fans:
~3000 (avg. 300 friends)
1 ofﬂine board member:
~30 (avg. 30 hours of nagging)
• The goal of a engagement campaign is to
activate your audience to become brand
• Couch promotion in value.
• Simple + entertaining = Share-ability
• Create a strategically designed landing page
• Facebook Promoted Posts
• Drive trafﬁc to places of value and conversion
• Pay close attention to all online touch points
• Differentiate your online donor strategy
– Promote exclusivity and relevant message
– Online donors are in a different conversation