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Marketing and Social Media - What's New in 2013 and 2014

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Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, content marketing, social media, email marketing, YouTube or video marketing, and how to marketing to Millenials.

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Marketing and Social Media - What's New in 2013 and 2014

  1. 1. Marketing & Social Media – What’s New? presented for Kentucky Nonprofit Leadership Forum October 23, 2013
  2. 2. VP, Media + Marketing with LEAP 12 years of experience in marketing, both traditional and digital MBA from University of Louisville Adjunct Professor at Spalding University @christy_belden Speak and present on a numerous digital marketing topics www.linkedin.com/in/christybelden www.christybelden.com
  3. 3. www.leapagency.com www.leapagency.com/blog Facebook Twitter #sm #marketing @leapagency
  4. 4. www.courier-journal.com Facebook Twitter #sm #Marketing @courierjournal
  5. 5. @kynonprofits @christy_belden @leapagency @courierjournal #sm #marketing
  6. 6. Agenda • • • • • • Marketing Today and Beyond Inbound Marketing vs. Outbound/Outbound Marketing Channels • Content • Social Media • Email • Events/Guerrilla Marketing • YouTube Millenials Takeaways Resources
  7. 7. Marketing Today and Beyond
  8. 8. Source: Avectra
  9. 9. Source: M+R and NTEN
  10. 10. Source: Waggener Edstrom
  11. 11. Source: Waggener Edstrom
  12. 12. Source: Waggener Edstrom
  13. 13. Source: Waggener Edstrom
  14. 14. Source: 2013 eNonprofit Benchmark
  15. 15. Inbound vs. Outbound/Int erruption
  16. 16. Source: http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing
  17. 17. Channels
  18. 18. Data and Analytics
  19. 19. Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/
  20. 20. Tips • Start small • Try to connect donors, volunteers, participants to email, donations, social media • Segment groups and provide unique opportunities for each group
  21. 21. Content Marketing
  22. 22. Google Trends for “Content Marketing” Source: Google Trends
  23. 23. Source: NewsVend
  24. 24. Source: NewsVend
  25. 25. Source: PRDaily
  26. 26. 46% of Millenials have read a blog post on a nonprofit’s site Source: Hubspot, 2013 Millennial Impact Report
  27. 27. Mechanisms for Content Distribution Source: NewsVend
  28. 28. Example: WWF - blog
  29. 29. Example: ASPCA - blog
  30. 30. Example: Amnesty International - Infographic
  31. 31. Tips • Start! • Create editorial calendars when content will be launched • Distribute content • Think outside of text • Recruit guest bloggers • Tell the stories • Thanks volunteers • Evergreen
  32. 32. Social Media
  33. 33. Source: MDG Advertising
  34. 34. Source: Artez
  35. 35. Source: M+R and NTEN
  36. 36. Source: MDG Advertising
  37. 37. Source: Waggener Edstrom
  38. 38. Source: Mashable
  39. 39. Source: LEAP
  40. 40. Nonprofit Hashtags #video4change #socimpact #dogood #nonprofits #volunteer #activism #charity #donate #socialgood #causes #fundraising #philanthropy #advocacy
  41. 41. Examples: It Gets Better Project on Google+
  42. 42. Examples: American Red Cross on Pinterest
  43. 43. Tips • Must have a detailed social media strategy • Have a person, or a team, devoted to social media – This is not an intern • Executive management needs to make social media a priority – Both personally and professionally • Start budgeting for social media advertising • Think outside Facebook • Use hashtags
  44. 44. Email
  45. 45. Source: 2013 eNonprofit Benchmarks Study
  46. 46. Source: 2013 eNonprofit Benchmarks Study
  47. 47. Example - KIVA
  48. 48. Tips • Frequent, consistent communication • Think multimedia content • Customize the content with personal information • Drive the user to action
  49. 49. YouTube
  50. 50. Source: Waggener Edstrom
  51. 51. Example: Water is Life http://www.youtube.com/watch?v=XYf82F3CHYo&list=PLNefYveISOJnZygggcNPuGvCtY_Zx-Bvj
  52. 52. Tips • Use video to explain complex issues • Feature the stories • Have a call to action at the end • Think of it as an investment
  53. 53. Events/Gueri lla Marketing
  54. 54. Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/
  55. 55. Example: World Blood Donor Day 2013 http://www.youtube.com/watch?v=8JYUXnesH8M
  56. 56. Tips • Think outside of the box • Leverage social media
  57. 57. Crowdfunding
  58. 58. Source: Mashable
  59. 59. Millennials
  60. 60. Stats for Nonprofits and Millennials • Nearly half of respondents follow 1-5 organizations on social media, while threequarters of them Like, retweet or share social content • More than 60% of respondents said they liked when nonprofits shared stories about successful projects or the people they help. • Roughly two-thirds of respondents stated they receive email or e-newsletters from 1-5 different nonprofits • As a result of an email request, 52% signed a petition or pledge and donated, while 49% shared or forwarded news or updates • 51% of Millenials have visited a nonprofit’s website and connected with them on social media • 83% of respondents said they own smartphones, with 80% of this group noting they prefer nonprofits to have a mobile-friendly website. Source: Hubspot, 2013 Millennial Impact Report
  61. 61. Takeaways
  62. 62. Takeaways • Be Everywhere • Make your messaging relatable, relevant, sharable • Your website is your home • Mobile, mobile, mobile • 80/20 rule when posting on social media • Create • Be Authentic
  63. 63. Resources
  64. 64. Resources - Books Youtility – Jay Baer The New Rules of Marketing & PR – David Meerman Scott The Art of SEO – Eric Enge, Stephen Spencer, Rand Fishkin
  65. 65. Resources - Blogs • Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com • Social Brite – www.socialbrite.org • 2013 eNonprofit Benchmarks Study – www.e-benchmarksstudy.com
  66. 66. Resources – Hashtags Twitter Chats & Resources #nptalk #ynpchat #smnpchat #npmc #npcons #nptech #14NTC
  67. 67. Questions?
  68. 68. Thank You!

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