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Siena Vista presentation

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Presentation for the AmeriCorps Vista group at Siena College in February of 2016. Focused on building social media strategy for non profits, the presentation outlines inventory, strategy, and specific recommendations for participants.

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Siena Vista presentation

  1. 1. Social Media Strategy for Non Profits
  2. 2. A little about us…
  3. 3. Outreach Strateg y Reputation Marketing Messag e Positio n Optimization Content
  4. 4. And a lot about you… 4
  5. 5. The goal: Make the most of small budgets and busy schedules to reach the stakeholders, supporters, clients, and partners you need to further your non-profit’s mission.
  6. 6. The challenges: Time, budget, buy-in 6
  7. 7. So how do you do it? Take inventory Fill in the gaps Create value-driven strategy Measure & adjust 7
  8. 8. Take Inventory 8
  9. 9. 10
  10. 10. What channels do you have? Who is managing those channels? Do you need training internally? Are there multiple pages? Are all channels set up correctly? 11
  11. 11. How are those channels performing? Analyze what’s happening on every channel. 12
  12. 12. 13 Look to competitors for industry analysis Google WildFire App
  13. 13. What types of content have performed the best? 14
  14. 14. 15
  15. 15. What kind of audience do you have? 16
  16. 16. Is that the audience you want to have? 17
  17. 17. 18 Information is power Take all the data you’ve collected and create a spreadsheet dashboard of what you have, what’s working, who’s your existing audience, how that aligns with your organization’s goals, and where all of the gaps between these things are. This is your backup. 18
  18. 18. How are your social channels supporting your organization’s goals? 19
  19. 19. Fill in the Gaps 20
  20. 20. 21 Where are you already listed? [moz.com/local]
  21. 21. 22 What profiles are available? [knowem.com]
  22. 22. 23 Which ones are important? What kind of organization do you have? What is the mission? What are the services that you offer? Is there a visually appealing aspect to what you do? Who do you want to reach?
  23. 23. 24 No, but really?
  24. 24. 25 It’s better to use a few profiles well than to use all of them poorly.
  25. 25. 26
  26. 26. 27 Optimize what you have: – Fill out everything – Make sure your NAP information is consistent – Cross-link all your profiles – Claim your custom URLs – Cross link, and promote single campaigns across multiple channels
  27. 27. Create Value-Driven Strategy 28
  28. 28. Developing a strategy that is foccused on value, and what your stakeholders want to see is all dependent on: what you post when you post it and how you post it 29
  29. 29. What you post | content 30
  30. 30. 31 Give the people what they want.
  31. 31. 32 Show the work you do
  32. 32. 33 Imagery The most important thing is to remember to take pictures at EVERYTHING. Treat every event as a chance to create content for your social channels.
  33. 33. 34 Events You can make the events themselves into content. Include all of the information about the event someone might want to find, include even more than that. Ask friends and partners to invite others to the event, and keep updating the content within the event to facilitate interest and engagement.
  34. 34. 35 Stories • Class announcements • Event announcements • New services • New partnerships • Industry news • Event recaps • Client, stakeholder, or supporter appreciation stories • Content you found elsewhere that your customer base will enjoy Think of all these things as stories, and treat them as such.
  35. 35. 36 Resource on Engaging Content • Matt Siltala of Avalaunch on Visual Side of Content Marketing • Pearl Higgins on Creating a Digital Marketing Strategy
  36. 36. When you post it | promotion 37
  37. 37. 38
  38. 38. 39
  39. 39. 40
  40. 40. Remember, you can go overboard… 41
  41. 41. 42
  42. 42. 43 Test and vary what you post 43
  43. 43. How you post it | logistics 44
  44. 44. 45
  45. 45. Use this to get the perfectly sized images for social sharing across all channels. 46
  46. 46. 47 Facebook • With links, remember that you can swap out the featured image. • With photos- don’t forget to tag people, locations, etc. • Create albums with descriptions that tell the story. • Always tag sponsors or other partners with a thank you. • Hashtags work on Facebook too, use them for campaigns. 47
  47. 47. 48 Twitter • Use hashtags with conversation surrounding them, but do your homework and make sure that conversation is something you want to be a part of. • Use imagery! • Include partners in tweets, and create conversations with followers. • Find and engage with followers as much as you send content out to the world.
  48. 48. 49 Instagram • Use hashtags, but also don’t be afraid to start your own campaigns. • Remember that the image itself can have text, be promotional, be branded, etc.
  49. 49. Taking it to the next level 50
  50. 50. 51 Find your followers • Follerwonk for twitter • Trackur for general social media listening • Twitter advanced search • Google+ circles • Topsy for twitter • Pinalerts for Pinterest • Buzzsumo for competitive analysis
  51. 51. 52 Paid Promotion Facebook: • Start small, little budgets of $20 split up over 5 days or so. • Don’t just boost to friends or people who have already liked your page, try to stretch your reach with demographic targeting. • Remember that images need to have less than 20% text to be boosted. https://www.facebook.com/ad s/tools/text_overlay
  52. 52. 53 Remember to Respond & Keep it Human Content Replies Links & Promot…
  53. 53. Measurement & Adjustment 54
  54. 54. Develop a measurement plan by focusing on what analytics you can capture, and what changes you want to see over time. Set goals, and measure your progress against them.55
  55. 55. 56
  56. 56. 57 Analytics at your disposal • Facebook analytics • Twitter analytics- https://analytics.twitter.com • YouTube analytics- https://www.youtube.com/analytics • Pinterest analytics- https://analytics.pinterest.com/ • Google analytics- focus on social and referral traffic57
  57. 57. 58
  58. 58. 59 Google Analytics • Track social traffic to show how these channels are driving users to your site, and to key conversion pages. • Track conversions and set up goals. • Monitor campaigns tied to social with campaign tracking. 59
  59. 59. 60 Making sense of your traffic • Use the analytics to tell the story of the value your work is doing. • Social traffic and the conversions tied to that can help get buy-in and bring internal support for the work. 60
  60. 60. Continue to test, analyze, and test some more.
  61. 61. Let’s get to work… 62
  62. 62. Margination 63
  63. 63. 64 Social buttons The links to social profiles on the right should go to the accounts. Right now they open a prompt to share the homepage. 64
  64. 64. Grassroot Givers 65
  65. 65. 66 Remember to fully fill out Profiles 66
  66. 66. Schenectady Public Library 67
  67. 67. 68 Remember the user • Don’t use acronyms that only people who work at the library would understand. • If your user is being invited to an event, relying on the teeny tiny print on the image won’t get me there. • Instead make it an actual event, and then also promote in this way. 68
  68. 68. Boys & Girls Club of Albany 69
  69. 69. 70 Twitter images Don’t be afraid to include imagery in your tweets. It helps break up text and can bring in more engagement. 70
  70. 70. Albany DA Office 71
  71. 71. 72 Don’t forget NAP For offices, it’s so important to include this information. Build out the “About” section more as well. 72
  72. 72. Albany PAL 73
  73. 73. 74 Manually update Do not sync Twitter and Facebook so that one automatically updates the other. Set aside a little bit of time for each, or focus primarily on one platform. 74
  74. 74. 75 Pages not profiles There is a process for switching from one to another, let’s talk a little bit later about how to do that. A page is going to offer, analytics, and much more than a profile for an organization.

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