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How to translate your business online and offline
- 1. How to translate your business online & offline
- 2. If I stay on topic, you will learn: ✤Best practices to make sure you know what your brand is and why it’s important ✤Learn what tools are available to make marketing a bit easier. ✤Understand how social media works for YOU and only you ✤Avoid messy and costly mistakes.
- 3. ✤Seven years experience in Digital Media & Marketing ✤First Generation College Graduate - Midwestern State University ✤I have never worked a day in my life … sort of.
- 4. But I needed a change...
- 5. I got it...I think ✽ I’m pretty good at marketing and social media. ✽ I love speaking with people and creating relationships. ✽ I love my community. ✽ I want to serve a higher purpose.
- 6. Founded to create opportunities for young diverse women from preteen to adulthood by offering mentorships and programs which empower, educate and inspire them to excel beyond their environment and follow their dreams to success. “ - Juanita’s Girls, Inc Mission
- 7. This presentation ain’t about starting a nonprofit
- 8. 1.41 Million Plenty of nonprofit fish in the sea National Center for Charitable statistics, 2016
- 9. Understand Who You Are
- 10. 5W’s & an H ● Who - is your brand? ● What - do you focus on? ● When - does your organization work best? ● Where - is you reach your customers best? your demographic (online & offline)? ● Why - are you important? ● How - will you share your story?
- 12. Eat your own dog food
- 13. Tie it together with a... PERSONA ✽ Build at least THREE customer profiles - Yes, No, Maybe ✽ Connect your company goals with you demographic ✽ Hubspot
- 14. Social Media isn’t for everyone (Seriously, it isn’t)
- 15. Social Media for Nonprofits Statistics ✽ 7.2% of revenue came from online donates. ✽ 6.2% came from organizations who generated a revenue of <$1Mil. ✽ 8.1% makes of online giving to small organizations ✽ 17% of giving came from mobile users. ✽ 36% of nonprofit organizations send emails with conflicting call-to-actions ✽ 65% of nonprofits requires three (3) clicks or more to make a donation ✽ 84 % of web pages are not optimized for mobile users ✽ 62 is the average age of a donor
- 16. Content is Key
- 17. Humanize your social media presence ✽ Make sure your content is relatable - Would you share it? ✽ Create a sense of community and interaction with your social media audience ✽ E-mail subscriptions are key for nonprofit organizations (MailChimp, Constant Contact, Hupspot). Use it as an opportunity to share industry stories. ✽ Incorporate interesting numbers in your posts ✽ Make sure your post are visuals tailored for each platform (Facebook algorithm is good for video) ✽ Create clear call-to-actions. This is where your OFFLINE magic happens.
- 18. Don’t Beg You aren’t Keith Sweat
- 19. Create a content calendar and stick to it!
- 20. “If it can’t be measured, then it’s not worth it.” - Wise person on a conference call
- 21. Pull your own metrics for... FREE! ✽ Facebook ✽ Twitter ✽ Instagram ✽ Linkedin ✽ Hootsuite ✽ Mailchimp ✽ Snapchat...sort of
- 22. Final Caveat 1. Know and understand your brand 2. Create to your demographic 3. Not everyone needs social media, but if you do... 4. Lead customers to clear call-to-actions 5. Understand your numbers and create content based on your numbers
Editor's Notes
- -Talk about work history, working in a start-up environment with the Dallas Morning News - Being educated and the first in my family to graduate from college - Being able to obtain a job through Twitter / Linkedin connections
- I had to do some professional soul searching, or rather a re-assessment of what my life meant at that time in my life and the direction I wanted to go. I knew: 1.) I did NOT want to do marketing anymore. 2.) If I did, it had to benefit the greater good of a purpose, 3.) I had to tell my story through my work. 4.)
- Founded in 2015 after being really fed up with my current situation, I knew I was ready to tell my story.
- Remember what I said about staying on topic? Yeah, this is one of those times. This presentation IS NOT about starting a nonprofit . That’s a different conversation for a different day. Some subjects may overlap the starting of a nonprofit, but in the meantime we’re going to just KISS….Keep it simple, stupid.
- However the lifespan of a nonprofit is 5-10 years.
- Before we dive into social media, you have to know who you are and what your brand is about. Brand’s do thorough research about
- It’s the classic tale of communications 101. We learned this on the first day, and I’ve often noted it really, truly, doesn’t change no matter how far along you are in your organization or if you need a restructure of what exactly your brand does.
- Hold up handout. We’re not re-eventing the wheel, it’s already there to use and guide us. It’s a concept used since the 1960s & 1970s that breaks down who you are at your core as a business or as a person. Strengths represents WHAT characters of the business/project that gives advantage. Weakness: WHERE are the disadvantages. Opportunities: WHAT/HOW your organization could exploit to its advantage and THREATS: Really focuses on all elements of the 5W’s and H because you are breaking down what troubles could stem in the organization. A lot of clients, even Juanita’s Girls, tend to struggle with identifying our niche within the community, when there are so many like us out there.
- Quote Mike Orren -- You want to eat your own dog food.
- You want to build at least three individuals who’ll tell you about what you want and what you don’t want in a customer so you’ll be prepared for how to market and avoid getting those “undesirables” in your group. There’s nothing worse than having the wrong individual in your organization because not only does it cost you as far as messing with your sheep, but it contaminates the group.
- That’s right, I said it -- it ain’t for everybody. Clients, inquiring minds, some of you, get really irritated when I bring up this point because it’s true. It’s great in theory; however, if you don’t know who you are, and what your brand is about -- it’s probably not meant for you. You could be a B2B (business-to-business) who doesn’t generate your most income through customers, but company referrals. It’s all about how you operate.
- I could go on and on and on about data in correlation to online donation and nonprofits because it’s numbers are so rich with promise, but with social media, donations, and reach, you have to speak smart to your customers. KISS - Keep It Simple Stupid.
- Although numbers are important, content is even more important, because it’s going to set the tone even more for who you are online and how your demographic interacts with your brand. Use Warheads and their no idea plan of execution of content.
- This is where those branded customer profiles come back to haunt you.
- Being a nonprofit is hard, but the moment you beat your customers down by begging, then you’re going to create an issue with unsubscriptions and unfollowing. We want to help numbers, not help by creating a brand loyalist.
- Hootsuite is really good at this, or good old fashion Excel spreadsheet.
- If you’re thinking about investing in a marketer, or a website you’ve heard about that has promising return on investment, think about the metrics you’ll be receiving or what you can pull yourself. In fact...
- Majority of the sites you’ll be using for your nonprofit, or whatever company / organization you’re overseeing, comes with free analytic reporting that’s so easy to breakdown, you can customize your own marketing plan. It’s all about how you brand your company, who you’re reaching to, and what matters to you. In fact, a lot of these sites algorithm now are so vast and intertwined with one another that anything