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Digital Marketing for Non-Profits: Social Media Best Practices and Tips

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Digital Marketing for Non-Profits: Social Media Best Practices and Tips is a robust workshop designed to help non-profits understand core marketing concepts through social media. Originally presented in partnership with the Johnstown, PA Chamber of Commerce, this presentation includes best practices, examples of non-profits effectively using social media to build brand awareness, and tools for how to manage social media content creation

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Digital Marketing for Non-Profits: Social Media Best Practices and Tips

  1. 1. Digital Marketing for Non-Profits Social Media Best Practices and Tips by Meg Hogan, founder, Stunning Strategy 1
  2. 2. Hi, I’m Meg Hogan • Social media strategist and founder of Stunning Strategy • 8+ years of marketing experience • Clients include tech start-ups, e-commerce sites, an artist and several non-profits • Temple University alumna and University of Pittsburgh MBA • Proud Pitbull mom 2
  3. 3. Agenda • Social Media Marketing • Background information • Strategy and Implementation – Tips and Tools • Real Life Example Break • Magic numbers and actions • Best practices for the most popular social media networks • Ways to Grow Followers and Engagement • Facebook • Current state • Tips for using Facebook for Business Break • Demonstration • 2018 Content Calendar • Batching Content
  4. 4. Social Media Marketing: Background Information
  5. 5. The First Rule of Social Media Marketing It’s always changing. 5stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  6. 6. The Second Rule of Social Media Marketing It’s always changing. 6stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  7. 7. What Social Media Can Do ▪ Generate leads ▪ Build a community ▪ Increase brand awareness ▪ Engage existing audience ▪ Attract new audiences 7stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  8. 8. What Social Media Can’t Do ▪ Drive 100% of traffic to your website ▪ Only operate on organic posting ▪ Serve as a megaphone to get your message out 8stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  9. 9. Social Media Channel Options • Facebook • Twitter • Instagram • Pinterest • YouTube • Google+ • LinkedIn • Snapchat • Vimeo • Houzz • Yelp • Medium • Tumblr • Flickr • Reddit 9stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  10. 10. Exposure Discovery Consideration Engagement or donation SEO: link building, keyword targeting Content: Blog posts, videos, social media posts Social media engagement and advertising Press coverage Influencers Cross-promotion from partnerships with other companies or publishers Print materials Conferences or tradeshows Shared social media post or page Your website Landing pages with non-gated content and/or email optin Emails Retargeted social media and display ads How to get target audience to be aware of your brand Inbound Marketing: Where Social Media Fits 10stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  11. 11. Questions to Ask When Using Social Media for Business  What social media channels does my target audience use?  What business objectives does my social media marketing support?  How does my social media marketing work with the rest of my marketing efforts?  How do others in my industry use social media – and what works/does work for them for engagement?  What’s my budget for social media advertising and what’s my goal? 11stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  12. 12. Social Media Marketing: Strategy and Implementation – Tips and Tools
  13. 13. Step 1: Create a Strategy Key points to include in your social media strategy:  Channels you’re using and why  Business objectives the social media supports  Baseline engagement and followers  Industry/competitive research  Goals  Core paid campaigns 60% of the most effective B2C marketers have a documented content strategy - Content Marketing Institute 13stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  14. 14. Step 2: Identify Tools to Generate/ Schedule Content Recommended Tools:  Feedly  Google Alerts  Industry Newsletters  Twitter  Canva  Hootsuite or Buffer Hundreds of social media tools exist outside of the native platforms. Keep a running list of your favorite and go-to tools. This makes it easy for you to find them and when you’re onboarding a new hire, agency or intern. 14stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  15. 15. Sample Use Name Website Find Hashtags Rite Tag https://ritetag.com/ Find Hashtags Trends Map http://trendsmap.com/ Find Hashtags What the Trend http://whatthetrend.com/ Find Hashtags Hashtagify http://hashtagify.me/ Identify Influencers Klout https://klout.com/ Identify Influencers BuzzSumo http://buzzsumo.com/ Identify Influencers Moz https://moz.com/followerwonk/ Identify Influencers Twello https://www.twellow.com/splash/ Find 3rd-party news/content Feedly http://feedly.com/ Manage Twitter Followers Manage Flitter https://manageflitter.com/ Email newsletter service Charley https://charley.io/ Email newsletter service Mail Chimp http://mailchimp.com/ Social media automation Hootsuite https://hootsuite.com/ Social media automation - Pinterest Tailwind https://www.tailwindapp.com/dashboard/publisher/queue/posts/drafts Royalty Free Images Zoommy http://zoommyapp.com/?ref=producthunt Royalty Free Images Pixabay https://pixabay.com/ Royalty Free Images Pexels https://www.pexels.com/ Basic graphic design Adobe Spark https://spark.adobe.com Basic graphic design Canva https://www.canva.com/ Press Release Distribution PR.com Press Release Distribution PRLog.org Press Release Distribution pr-inside.com Press Release Distribution onlineprnews.com Press Release Distribution pressreleaseping.com 15stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  16. 16. Step 3: Get Organized Find or create templates for:  Quarterly or annual calendar  Daily posts  Outreach tracking – PR and/or influencer  Hashtag research  Top performing posts  Bottom performing posts  Reporting Excel and Google Sheets are excellent tools because of the ability to count characters. Word or Google Docs can work, too. 16stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  17. 17. Month Event May 5/14 – Mother’s Day; 5/29– Memorial Day June 6/18 – Father’s Day; 6/21 – First day of summer July 7/4 – 4th of July August September 9/4 – Labor Day; 9/22 – First day of fall October 10/9 – Columbus Day; 10/31 - Halloween November 11/11 – Veterans Day; 11/23 – Thanksgiving December 12/13 – First day of Hanukkah; 12/21 – First day of winter; 12/25 – Christmas; 12/31 – New Year’s Eve 17 Sample stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  18. 18. Day of week Date Channel Charac. Content Photo? Link to SS Website/C ontent? Sat. 4/8 LinkedIn 170 Excellent write-up from about the disconnect between sales and marketing, how tech can fix that, and what businesses stand to lose if they don't. http://ow.ly/8rYe30apAFk Twitter 111 Excellent write-up from @ValaAfshar about the disconnect between sales and #marketing. http://ow.ly/8rYe30apAFk Twitter 83 #Socialmedia is essential for all #businesses. Here's why. http://ow.ly/Q3g830apAKJ space-desk- office-hero- 7065.jpg Y Google+ 83 #Socialmedia is essential for all #businesses. Here's why. http://ow.ly/Q3g830apAKJ space-desk- office-hero- 7065.jpg Y Sun. 4/9 Twitter 98 #Marketing #news: What's the biggest problem with #data-driven marketing? http://ow.ly/q4Pa30apANJ Twitter 55Quantifying a happy #customer. http://ow.ly/dkZc30apAOF Twitter 95 "On #SocialMedia And IRL, The #Customer Is First," via @WomenatForbes. http://ow.ly/rxOt30apAPI Twitter 118 Organic #Facebook reach is down for businesses. Way down. Here's how to adjust your approach. http://ow.ly/NhS930apAQL Google+ 95 "On #SocialMedia And IRL, The #Customer Is First," via @WomenatForbes. http://ow.ly/rxOt30apAPI 18 Sample stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  19. 19. Step 4: Create a Schedule Items to Include in Your Schedule:  Content creation  Outreach – PR and/or influencer  Engagement  Reporting  Industry research Planning to generate and monitor your social media content saves you time. It also allows your brand to be present and active on social media when your followers are – and allows you to assume your other responsibilities at the same time. 19stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  20. 20. Monday Tuesday Wednesday Thursday Friday 1. Content upload/schedul ing 2. Social media content creation (weekly): Facebook, Twitter, Pinterest, Instagram 3. Engagement 1. Influencer or partnership outreach OR press pitch 2. Engagement 1. Engagement 2. Industry research 1. Engagement 1. Reporting – what’s working? What’s not? Native platforms and Google Analytics 2. Engagement 6-8 hours 1-2 hours 1-2 hours 1 hour 2-3 hours 20 Sample stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  21. 21. Step 5: Refine Keep track of what content your audience is responding to – and what they’re not.  Which social media post gained the highest engagement – clicking, sharing, liking or ♥ing? The lowest?  Which channel referred the most traffic to your website or blog? The least?  Did one 3rd party source outperform the others in engagement? Adjust your content to reflect what your customers – and potential customers – want. Over time you’ll identify trends and topics for your social media and larger content marketing strategy. 21stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  22. 22. Social Media Marketing for Non-Profits: Real Life Example
  23. 23. 23 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Twitter
  24. 24. 24 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Twitter
  25. 25. 25 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Facebook
  26. 26. 26 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Facebook
  27. 27. 27 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Facebook
  28. 28. 28 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Pinterest
  29. 29. 29 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 Pinterest
  30. 30. 30 Example: Social Media Marketing by a Non-Profit stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131 LinkedIn
  31. 31. Questions? 31stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  32. 32. Break 32stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  33. 33. Magic Numbers and Actions
  34. 34. Magic Numbers Social media content should be customized for each platform. 34stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  35. 35. ▪ Facebook: 0-2* ▪ Instagram: 8-11 ▪ Twitter: 0-2 ▪ LinkedIn: 1-2* ▪ Pinterest: 1-2* Content BalanceCharacter CountHashtags Facebook: ▪ Limit: 63,206 ▪ Ideal: 40 Instagram: ▪ Limit: 2,200 ▪ Ideal: 125 Twitter: ▪ Limit: 140 ▪ Ideal: 120-130 Golden ratio – 30/60/10 ▪ 30% Owned - your own content – informative blogs, videos, infographics ▪ 60% Curated – from valuable and relevant 3rd party sources ▪ 10% Promotional – sales, events, new product or service *Test hashtags on these platforms to see if it helps engagement and discovery. LinkedIn: ▪ Limit: 600 ▪ Ideal: <600 Pinterest: ▪ Limit: 500 ▪ Ideal: 200 35stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  36. 36. How to Grow Followers and Engagement
  37. 37. Growth Increasing legitimate followers grows your audience. Increasing engagement grows your brand and community. 37stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  38. 38. EngagementFollowers ▪ Strategic following/unfollowing of other accounts ▪ Valuable content resulting in organic sharing ▪ Using organic hashtags ▪ Tagging other pages/accounts ▪ Sharing content from other pages/accounts ▪ Participating in discussions ▪ Paid ▪ Respond to everything ▪ Using organic hashtags ▪ Sharing content from other pages/accounts ▪ Refining sources, themes, topics of your content based on web and social media data 38stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  39. 39. Questions? 39stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  40. 40. Facebook
  41. 41. Facebook Facts: • 79% of people online in the US have a Facebook account • Facebook page reviews show in Google search results • Organic reach of posts: ~2-4% (depending on number of followers, type of content) 41stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  42. 42. Facebook Don’tsFacebook Dos ▪ Post consistently ▪ Post a variety of content ▪ Document your social media strategy ▪ Find a way to engage your followers ▪ Stay committed to using social media the way it’s designed ▪ Boost posts that perform well organically ▪ A/B test your advertising ▪ Target your advertising ▪ Don’t only promote your own business ▪ Don’t forget to check your social media ▪ Don’t go silent ▪ Don’t post in all caps. 42stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  43. 43. Optimize your organization’s Facebook Page Fill out or set-up these portions of your Facebook page so it’s easy for your customers or leads to navigate:  Contact information  Help/Auto-response  Hours of operation  Category  Reviews  About  Profile image  Header image Your Facebook page should act as a secondary homepage for your organization. Make sure it is consistent with your website. 43stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  44. 44. Recap 1. Ask yourself why you’re using each channel and how it helps you reach your customer 2. Follow best practices and monitor what type of content your audience responds to best 3. Plan for engagement and growth 4. Optimize your Facebook page 44stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  45. 45. Questions? 45stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  46. 46. Break 46stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131
  47. 47. Demonstration
  48. 48. • hello@stunningstrategy.com • Stunningstrategy.com • @StunningStrat Get in touch

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