Telling Your Story with Social Media
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PPT slide presentation developed for the 2015 Tech to Tell Your Story event of the Maryland Association of Nonprofit Organizations. Description: Communicate your VALUE! Get the basics on how to best position your nonprofit via social media marketing. Learn how to develop a social media strategy for your nonprofit that aligns with your mission/vision/values, increases your brand awareness, and expands your audience. Hear best practices from other nonprofits and other businesses from all over the social media world. Bring your own social media success stories to share!
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Telling Your Story with Social Media
- 1. TELLING YOUR STORY WITH SOCIAL MEDIA Faith Wachter Principal, Faith Wachter Consulting
- 2. Telling Your Nonprofit’s Story With Social Media Social Media 101 Why social media? Mission, vision, values What it takes Return on investment (ROI) Pro tips, takeaways Q & A
- 4. Social Media 101 1.44B monthly active users 77% Women 18-29 College >$75K Facebook 347M monthly active users 51% Men 30-64 College >$75K LinkedIn 316M monthly active users 52% Men 18-29 College $50-75K+ Twitter 300M monthly active users 87% Women 18-29 Some college $50-75K+ Instagram Sources: Statista, SproutSocial
- 5. Why Social Media? Communication—tell your story! Engagement—cultivate donors Fundraising—raise revenue
- 20. What It Takes Staff 1 FT social media specialist 1 graphics designer Money Paid advertising on social media Social media management applications Editorial calendar, scheduling ANALYTICS Institutional Commitment Strategic plan Marketing/Communications strategy Participation by staff, volunteers, board, partners TIME
- 24. ALS Ice Bucket Challenge
- 25. Pro Tips and Takeaways • Build a digital library of storytelling assets • Discuss how user-generated content can help your storytelling • Start planning NOW for #GivingTuesday • Audit all components of your online presence for consistent branding & messaging • Incorporate social strategies into your event marketing
- 26. QUESTIONS? STORIES TO SHARE?
- 27. Contact Info Email: faith@faithwachter.com Website: faithwachter.com LinkedIn: Faith Wachter LinkedIn company page: Faith Wachter Consulting Twitter: @faithwconsult Instagram: faithwconsult Pinterest: faithwconsult Google+: Faith Wachter Happy Hour blog: faithwachter.com/blog
Editor's Notes
- Here’s what I do I help businesses and nonprofits maximize their social presence by: Auditing their current social footprint Developing social marketing strategies Help them maintain their social accounts Train/develop their staff
- Share your social media stories along the way
- Virtual penny trays that open up to the world These are global numbers; not US 72% of adults who make more than $75K use FB LinkedIn average income $104K, hits both Boomers & GenXers 80% Tw users on mobile Katy Perry 71.41M followers Pinterest 42% women, 18-29, college, >$75K 2nd largest search engine in the world: YouTube. 31.8M monthly users THIS IS WHERE YOUR AUDIENCE IS. THESE ARE YOUR DONORS.
- Social media is just one tool in your organization’s marketing/communications tool box. Should work in concert with website, email/e-newsletter communications, print pieces Positions your organization squarely within your audiences peripheral vision Tell your story authentically, convene the conversation
- Like a story: beginning, middle, end Good stories have interesting characters, connect with your emotions, create memorable visuals in your mind Social media is where you can communicate your organization’s story, connect with your donors Learn from these examples. How can you apply these tactics to your organization’s social media?
- Beautiful images Clearly articulates mission, values 1.6M followers Sign Up button links to Action Center page on website
- charity : water Most recent post caption communicates VALUE Great profile pic—simple icon Shop Now button leads to e-commerce page
- Important that website and social work together Profile pic icon
- Clearly delineates mission, vision, values Calls to Action illustrate values. “You can make a difference”
- Clear mission, vision, values Recruiting function of LinkedIn
- Creative graphic CTA profile pic 42K followers Light tone, neutral copy “reproductive health care” Political lightning rod
- Cover pic is your billboard—free advertising space! Tweet content is related to upcoming event/show
- Shareable advocacy tools Invites supporters to share content
- Graphics with quotes very popular on Pinterest Amnesty International USA on Pinterest, 12.1K followers CTAs at top of pin Pin links to someone else’s site, but Amnesty International gets credit for traffic on Pinterest and referral to the other site
- Visuals tell story, relay emotions CTA in description “We’re a for-purpose organization”
- Extremely high level of engagement 2,287 likes, 14 comments “Promise is exciting” Note conversation in comments—lead generation!
- 2,077 likes, 13 comments—extremely high level of engagement Caption communicates VISION Comment from supporter acknowledges VALUE authenticity
- Crazy level of engagement—3,213 likes, 55 comments Clever caption Adorable photo Cuteness + caption = EMOTIONS Examples from you? Questions?
- Investment and commitment of internal and external resources DON’T leave your social to an intern. Invest in an experienced professional. Full time job: daily care & feeding of social accounts, analytics, reporting, reputation monitoring/management ANALYTICS are vital to your marketing and institutional growth. Be patient. It will take a few months to see real impact on your overall marketing efforts.
- How do you measure return? Vanity metrics: page likes, followers Increased engagement: post likes, comments, shares Increased awareness: post reach, impressions Increased web traffic: referral traffic tracking Increased REVENUE
- over $220M raised Research breakthroughs that could benefit other diseases—Alzheimer’s, muscular dystrophy Now an annual event #EveryAugustUntilACure
- Viral internet stunt that evolved out of two ALSA supporters’ passion for finding a cure Not just awareness, not just advocacy CALL TO ACTION GONE WILD Benefits to ALSA: Spread of organization’s values worldwide Embodied their mission Advanced their vision for an ALS cure Started by two of their members/patients
- Collect photos, graphics, screenshots throughout the year. Consider video—Keep it short, sweet, shareable. Consider hiring a pro photographer for the glamour shots, events, etc. Testimonials, contests Consistency across platforms—website, social, e-communications, print. FLOW Event hashtags, publicize your social handles