Public Relations & Social Media for Nonprofit Sports Organizations

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An overview of public relations and social media guidelines, suggestions, tips and best practices for sports nonprofit organizations. This was presented at the Up2Us Regional Executive Director's meeting in Los Angeles, CA, on August 26, 2013 by Howard Brodwin, Sports and Social Change.
http://www.sportsandsocialchange.org

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Public Relations & Social Media for Nonprofit Sports Organizations

  1. 1. Public Relations & Social Media for Sports Nonprofit Organizations August 27, 2013 California Endowment Marketing Workshop
  2. 2. Presenters Howard Brodwin Sports and Social Change http://www.sportsandsocialchange.org Chris Brereton PwrdBy http://www.pwrdby.com
  3. 3. Survey Results
  4. 4. Topics Public Relations Social Media Mobile Apps/Marketing
  5. 5. Public Relations “If I was down to my last dollar, I’d spend it on Public Relations.” ~ Bill Gates
  6. 6. Paid / Earned / Owned Media Expand your Definition of Media Paid Advertising Direct Mail Events Earned Public Relations Reviews Word of Mouth Owned Blog Email Packaging Social Media
  7. 7. Public Relations Understanding Earned Media
  8. 8. Public Relations Understanding Earned Media It is what is said about the brand that cannot be controlled by the brand.
  9. 9. Public Relations Understanding Earned Media Public Relations success comes from: • Creating newsworthy stories • Announcing accomplishments & milestones • Introducing new programs or services • Highlighting Organizational expertise
  10. 10. Public Relations Establish your Messaging Platform • What is the Cause your Organization is focused on? • How do you specifically impact the Cause? • What makes your Organization unique? •Do you have an interesting story of how the Org was founded? • Are you the only Org doing what you do in the Region/State/Country? • Is it a model for other Organizations to follow? • Is what you’re doing tied to any particular trend?
  11. 11. Public Relations Establish your Messaging Platform The “Why” comes 1st “Who” “What” “Where” “When” “How” Supporting proof points for your message
  12. 12. Public Relations Establish your Messaging Platform Maintain consistency across ALL platforms: • Website copy • Brochures/Collateral • Social Media Feeds • Interviews & Speeches
  13. 13. Public Relations Creating a Media List What does your audience watch/read/listen to? • Print - Magazines/Newspapers/Weeklies • Digital - Online/Mobile/Newsletters/Blogs • Radio - AM-FM/Satellite/Podcasts • Television - Network/Cable/Local
  14. 14. Public Relations Creating a Media List • Identify the Story • Identify the Outlets / Reporters • Find contact info: email/phone/twitter/fax (look on the masthead, in bylines, at the end of articles) • Gather data: circulation/audience, frequency of distribution, editorial calendar, pitch format
  15. 15. Public Relations Creating a Media List • News - Local / National • Sports News - Local / National • Lifestyle - Local / National • Sports Specific - Baseball, Soccer, Golf, etc. • Cause Specific - Education, Environment, Health • Other Outlets - Alumni Publications, Airlines, etc.
  16. 16. Public Relations Creating a Media List - Introduce Yourself!
  17. 17. Public Relations Creating a Media List - Introduce Yourself! Introduce your Organization, your impact & what you have in the pipeline that's newsworthy • Describe your nonprofit and its mission • Make yourself available as a resource • List topics on which you can speak • Make them aware of your website & social media
  18. 18. Public Relations Creating the Pitch
  19. 19. Public Relations Creating the Pitch
  20. 20. Public Relations Creating the Pitch 1. Identify the Good Story Look for a single, compelling focus: • Is this part of a trend? • Is there a news hook ? • Do you have an upcoming event? • Celebrity tie-in? • Compelling human interest story about one of the people you’re serving? Every event at your nonprofit is NOT a news story!
  21. 21. Public Relations Creating the Pitch 2. Simplify Your Writing • Use clear, straightforward language • Tell you story in a logical sequence • Be concise: What best conveys the message & the emotion of the story? How would you explain it to a stranger?
  22. 22. Public Relations Creating the Pitch 3. Be Clear and Specific with Results • How much money have you raised? • How many people have you impacted? • How much have you been able to improve a certain situation? Keep key statistics updated and accessible
  23. 23. Public Relations Creating the Pitch 4. Frame the Story as Part of a Bigger Picture • Is your cause Regional? National? Global? • How are you working towards solutions in this area that impact the cause Nationally/Globally?
  24. 24. Public Relations Creating the Pitch 5. Talk About your Impact on People • Stories about how people’s lives were changed for the better by your Org? • Keep a current database of stories & people who are willing to talk to the media • Does your founder or staff have a story or compelling personal reason for being involved? "If you want to show that war is hell, write about the soldier, not the Army.” ~ unknown WWII Journalist
  25. 25. Public Relations Creating the Pitch 6. Be Time and News Sensitive • Track the trends and respond accordingly • What is your organization doing that impacts current news? • Can you tie-in with a current event? - Olympics/World Cup/Super Bowl/World Series • Are you doing something around a specific holiday/event/time of year?
  26. 26. Public Relations Creating the Pitch 7. Set Realistic Expectations • Don't expect to always get an in-depth story • Don't expect to get repeat features in the same media outlet It is easier to be mentioned in a story than it is to get a story written exclusively about your nonprofit.
  27. 27. Public Relations Writing Tips - Best Practices • Headline: 80-100 characters, 120 max • 1st Paragraph should address: Who/What/Why/When/Where? • Write in the 3rd Person • Stay around 500-700 words, if possible • Include all of your contact info: Website, Phone, Email, Social Media
  28. 28. Public Relations Writing Tips - Best Practices • Proofread. Then proofread AGAIN. • Have a boilerplate "About the Organization” • Link the names of people quoted in a release to their bios or a related blog post they’ve authored • Employ bullet points to highlight key points and draw readers’ eyes deeper into the copy.
  29. 29. Public Relations Writing Tips - Best Practices DO NOT • Use exaggerated words: Amazing, Revolutionary, Ground-breaking, Fantastic • Send attachments, unless asked • Call repeatedly to follow up • Send the same press release twice - Media Alerts (ex: for an event) are OK as reminders
  30. 30. Public Relations We Didn’t Get In :-( • Respect news judgment and the reporter’s time management • Don’t get annoyed or act rudely if the story on your organization is cut or doesn’t run • Keep the reporter informed on future events Saturated Market: Over 15,000 Press Releases are generated every week (PRweb.com Oct '12)
  31. 31. Public Relations Resources: Press Release Distribution / Wire Services • PR Newswire • Business Wire • PR Web • Pitch Engine • Endurance Wire (Running/Triathlon/Cycling) • U Wire (Colleges/Universities)
  32. 32. Public Relations Resources: Reporter Lists • Vocus • Cision • www.MuckRack.com • www.FlackList.com
  33. 33. Public Relations Resources: • TV News Assignment Desks • Local News Service • PRSA LA - Quality Time for PR Minds • www.PRdaily.com • www.Technorati.com • www.MediaBistro.com / @FishbowlLA • www.SportsandSocialChange.org - post your Press Releases, Announcements, Volunteer Requests and Events for FREE!
  34. 34. Understanding Owned Media
  35. 35. Paid / Earned / Owned Media Expand your Definition of Media Paid Advertising Direct Mail Events Earned Public Relations Reviews Word of Mouth Owned Blog Email Packaging Social Media
  36. 36. Social Media
  37. 37. Social Media Goals Audience Tools
  38. 38. Social Media Understanding Owned Media - Goals Define specific, actionable, and reasonable goals Are you trying to: • Develop buzz and interest around your cause? • Generate relevant & targeted traffic to your site? • Build capacity and reach more people with your programs & services? • Generate registration to events? • Attract & engage more volunteers?
  39. 39. Social Media Understanding Owned Media - Audience Find the channels/platforms that make the most sense to reach your audience: • Twitter • Facebook • YouTube • Linkedin • Pinterest • Instagram • Flickr • Tumblr
  40. 40. Social Media Understanding Owned Media - Audience
  41. 41. Social Media Understanding Owned Media - Tools What tools are needed to CREATE and DISTRIBUTE content on Social Media? • Text: Blog/Facebook/Twitter/Google+/Linkedin • Photos & Graphics: Instagram/Pinterest/Tumblr • Video: YouTube/Vimeo/Vine/Instagram • Audio: Podcasts/Soundcloud
  42. 42. Social Media Social Media and Causes Source: Waggener Edstrom - Digital Persuasion Report What motivated you to take action for a cause?
  43. 43. Social Media Social Media and Causes Source: Waggener Edstrom - Digital Persuasion Report
  44. 44. Social Media Social Media and Causes Source: Waggener Edstrom - Digital Persuasion Report
  45. 45. Social Media Goals “The Like/Follow is the beginning of the relationship between you and your audience, not the end.” Do those people do what I want them to do? How can I get them to do it? How are you making it a valuable community? How will you get them to come back? Source: Carie Lewis, Deputy Director, Online Communications, The Humane Society
  46. 46. Social Media Goals - Be Specific Having a presence is not a strong end goal • Define exactly what you’re hoping to accomplish • Assess whether your organization has the time and resources to devote • Get more focused and demonstrable results EX: Pinterest — strong goals might include getting views on specific campaign-focused photos, getting links back to your website, and connecting with female volunteers in specific markets.
  47. 47. Social Media Goals - Measurement What are you measuring? • # of actions taken • # of donors • Amount of donations • # of names for database • Service "wins” • Most Shared/Commented/Liked Content • Event RSVPs • Volunteers recruited
  48. 48. Social Media Goals - Measurement When you measure your results… • You know what platforms and types of content are delivering results • Decide what’s worth continuing to pursue • Be Specific on what “success” means - donations, event attendees, exposure to key audience Reporting on your successes can convince board members on the value of social media, especially when it helps you to better meet your mission.
  49. 49. Social Media Goals - Measurement Apply Metrics to the following Categories: • Reach: unique visitors, page/video views, time spent on website • Buzz - inclusion in trending topics, blog mentions, connection to key influencers • Engagement - likes, retweets, shares, posts • Transaction - leads, donations, registrations, volunteers secured • Participation - fans, followers, check-ins, sign-ups • Advocacy - comments, feedback, polls Source: Booz & Company
  50. 50. Social Media Goals - Timeline Design a timeline of small, attainable goals and stick to them Explore a new channel, establish your presence, upload certain content, gain a certain number of followers By reaching certain benchmarks of success, you will be more encouraged to move forward
  51. 51. Social Media Where is your Audience?
  52. 52. Social Media Audience FACEBOOK: 1.15 billion users / 700 million daily active users; Majority between 18-25; 60% female • 23% of users check their accounts 5x or more every day • 819 million monthly users access Facebook through a mobile device • Over 1 million websites have integrated with Facebook Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media Statistics and Figures from 2012
  53. 53. Social Media Audience TWITTER: 555+ million users; Majority between 18-29; 57% female • Best tool for interacting in real-time • Urban-dwellers are significantly more likely users than both suburban and rural residents. Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media Statistics and Figures from 2012
  54. 54. Social Media Audience GOOGLE+: 170+ million users; Majority between 26-34; 63% male • 625,000 people join Google + every day • Google "+1" button is used 5 million times per day Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media Statistics and Figures from 2012
  55. 55. Social Media Audience PINTEREST: 12+ Million Users. Majority between 26-44; 68% female • Equally popular among those 18-29 and 30-49 • 50% of users have Children • 57% of users interact with Food-related content Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media Statistics and Figures from 2012
  56. 56. Social Media Audience INSTAGRAM: 130+ Million Users. Majority between 18-29; 61% female • 45 million photos shared every day • Top 10 Hashtags (as of 8/12/13): #love #instagood #me #cute #tbt #eyes #nice #statigram #throwbackthursday #photooftheday Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media Statistics and Figures from 2012
  57. 57. Social Media Audience - Engagement Ladder Source: John Haydon, Inbound Zombie
  58. 58. Social Media Tools - Content Creation Develop a Content Marketing Plan • Who? Responsibilities • What? Set Your Topics (Themes, Seasons, Holidays, Events) • When? Set a Schedule / Use a Calendar • Where? Appropriate Channels • How? Tools (HootSuite, Twitterfeed, Sprout Social, TweetDeck)
  59. 59. Social Media Tools - Content Creation Topics: • Current news • Upcoming events / recaps • Individual success stories • Reached a milestone or goal • Want input on an issue • Anniversary / Celebration
  60. 60. Social Media
  61. 61. Social Media Tools - Content Distribution / Examples Casting for Recovery (Facebook)
  62. 62. Social Media Tools - Content Distribution / Examples Wounded Warrior Amputee Softball (Facebook)
  63. 63. Social Media Tools - Content Distribution / Examples Girls on the Run International (Facebook)
  64. 64. Social Media Tools - Content Distribution / Examples Five Hole for Food (Twitter)
  65. 65. Social Media Tools - Content Distribution / Examples CicLAvia (Twitter)
  66. 66. Social Media Tools - Content Distribution / Examples Beard-A-Thon (Pinterest)
  67. 67. Social Media Tools - Content Distribution / Examples KaBOOM! (Pinterest)
  68. 68. Social Media Tools - Content Distribution / Examples World Bicycle Relief (YouTube)
  69. 69. Social Media Tools - Content Distribution Other Platforms/Tools: • StumbleUpon - Stumbling for Good • Reddit - "Front page of the Internet” • DeHood - local • Blasterous - Social-Local-Mobile (SoLoMo) • Change.org - petitions • Chirbit - Audio creation/sharing • Creation tools - MemeGenerator / GifBoom
  70. 70. Social Media Best Practices / Tips • Ask people to "please RT" & "please share" or "sign the pledge" - people tend to do what they’re asked. • Answer and thank everyone - builds trust and loyalty, makes them feel appreciated • Monitor keywords, hashtags and trends relevant to your cause & sport - stay informed and engaged • Have an open but moderated forum on your pages. Don't disable posting/commenting by your fans; monitor and engage where necessary, delete obvious spam.
  71. 71. Social Media Best Practices / Tips • Test different copy/content - see what is working based on your goals • Vary your topics: Fun, insightful, topical, asks, events, thought-provoking, themed • Follow/Like Organizations with similar missions and programs - and share their content! • Follow/Like other Local Organizations - and share their content!
  72. 72. Social Media Hashtags • Makes content easy to find on the channels Twitter/Facebook/Google+/Instagram/Pinterest/Tumblr • Search Engine friendly • Keywords #nonprofit #volunteer #LosAngeles #baseball #soccer #tennis #golf • Hashtags.org - what is trending
  73. 73. Social Media Communicate your Presence Remind & encourage your supporters to follow your Organization on your social media platforms • Website • Email signature • Email newsletter • Print collateral • Channel to Channel
  74. 74. Social Media Conclusion
  75. 75. Social Media Resources • Nonprofit Tech for Good www.nptechforgood.com • Beth Kanter www.bethkanter.org • Mashable www.mashable.com • Idealware www.idealware.com • Nancy Schwartz www.GettingAttention.org • Hootsuite www.hootsuite.com • TwitterFeed www.twitterfeed.com • MediaPost:Causes www.mediapost.com/publications/marketing-causes • Facebook: St Jude's www.prdaily.com/Main/Articles/13933.aspx
  76. 76. Howard Brodwin howard@sportsandsocialchange.org www.sportsandsocialchange.org

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