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Social media 101 for Nonprofits

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This is my recent presentation for nonprofits and those that support nonprofits. We focus on how to get your organization found online.

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Social media 101 for Nonprofits

  1. 1. Check in: Blue Kaboom (11 Garfield Place)
  2. 2. Who Am I? Troy Henson, CEO Blue Kaboom, 10 year digital marketer
  3. 3. Tonight’s Agenda ● What do we mean by the term Non-Profit? ● What is the role of Social Media for a non-profit? ● Understand the platforms. Spend your time wisely. ● Why does it seem like our content is not getting read? ● Bridging the Content Gap ● Showing ROI with social engagement ● What are some best practices for non-profits? ● How can you better support your non-profit?
  4. 4. What do we mean by the term Non-Profit?
  5. 5. “Not For Profit” Organization defined For the purpose of this presentation we define a non-profit any organization that needs to run based on donations. -exempt from fed taxes- 501 (3), (4) ... etc. “Tax-exempt nonprofits often make money as a result of their activities and use it to cover expenses. In fact, this income can be essential to an organization's survival. As long as a nonprofit's activities are associated with the nonprofit's purpose, any profit made from them isn't taxable.”
  6. 6. What is the role of Social Media for a non-profit?
  7. 7. The role of Social Media ✓ Name generation & recognition ○ Branding ○ New non-profits -get more website traffic to educate target audience ✓ Increase donors / donations ✓ Increase participation (volunteers)
  8. 8. Understand the platforms. Spend your time wisely.
  9. 9. Understand the platforms (spend your time wisely) Facebook ○ Connect with ideal candidates- older demographic they have the real money to spend. Twitter & Instagram/Snapchat ○ Connect with mid to younger demographic - get volunteers involved to cultivate LinkedIn ○ Connect with professionals and professional organizations
  10. 10. Why does it seem like our content is not getting read?
  11. 11. How to get your content read ● Content vs. Time - There is more content being produced than time to consume it. A whole lot of time and money is being spent on content that no one ever sees. ● Fact: Average user checks Facebook 26 seconds at a time, 13 times in a day. ● People vs Marketers - your organization is competing with other organizations, brands and other people! (and people are winning the views- they do a better job than brands) Content Generated Viewers Time
  12. 12. People vs Marketers Facebook specifically will show content that they know that users will engage. Their existence depends on folks engaging and coming back! ...So when they have to choose between showing you some business’s uninspiring coupon offer or a selfie your friend took on Hollywood Boulevard, which do you think they’re going to do?
  13. 13. So why does it feel like your audience isn’t seeing your content? Because they aren’t. You’ve fallen into “The Content Gap”. Content Generated Viewers Time
  14. 14. Bridging the “Gap”
  15. 15. Visuals Content needs to stand out from the crowd! We know that visual content will get 90% more reach
  16. 16. Video Facebook is actively trying to steal television ad spend. So you’re naturally going to improve your reach by integrating videos and/or Facebook Live. These don’t have to be slick, highly produced films. What we’ve found is that raw, unfiltered content performs very well.
  17. 17. Copy ● Lead-in copy length on a link post has an inverse effect in terms of click-through and engagement. ● Over 100 words of lead-in will decrease your CTR by 46%, but it will increase your engagement by 59%. If you want to drive people to your website, don’t give them as much in the post. If you want to drive engagement, put as much value into the post as possible.
  18. 18. Timing Right? Put some money behind the winning posts. Increase awareness with the right audience.
  19. 19. Showing ROI with social engagement
  20. 20. Engagement ROIs - Return on Ad Spend? Some non-profits have distribution and advocacy in their mission, but some rely on showing a return on investment. If your non-profit heavily relies on ROIS, you need to get really nerdy...
  21. 21. Run campaigns with desired “identified personas” 1. Personas that LIKE your page and follows your organization (already exposed) 2. Personas that you identified that are lookalike audience, your direct mail list, same interests with competitor org. The larger universe the better for your test.
  22. 22. Track with two UTM codes so you can view in Analytics ● Google Analytics should be able to show the incremental effects of the campaign. ● Which did better the folks that already follow your organization or the lookalike audience? ARE THE PEOPLE WHO “LIKE/FOLLOW” YOUR PAGE PRODUCING A POSITIVE IMPACT FOR YOUR NON-PROFIT?
  23. 23. What are some best practices for non-profits?
  24. 24. 8 best practices for non-profits 1. Get to know your Persona (audience) What motivates them? Understand them well enough so you are posting what drives them (emotionally) 2. Post in Groups (LinkedIn & Facebook) Many times you can broaden your reach to groups. These folks may not follow your page. [DEMO] 3. Get a designer or use applications such as Canva.com to create professional attention getting graphics 4. Get your audience back to your website - control what they see as much as possible ● Place majority of your content on your website so they are experiencing it in your own environment. ● Consider “gated content” to entice them to give up their email addresses
  25. 25. 8 best practices for non-profits 5. Use Social #Hash Tagging Correctly Before your post do the research to find out what tags that would be appropriate for your post or your target audience this in turn will get more traffic. - [DEMO] 6. Get a social posting application. ○ HootSuite ○ Buffer ○ SproutSocial ○ Hubspot 7. Post often (especially twitter) Share adjacent content that your followers (persona) would also like 8. Place your important content on your organization website, share that link. (use link shortener to save space)
  26. 26. Search for Hashtags- twitter.com/search LET’S DO IT TOGETHER
  27. 27. POST YOUR CONTENT IN GROUPS/PAGES LET’S DO IT TOGETHER Add your Non-Profit to your personal account, this allows you to switch back and forths between the accounts
  28. 28. How can you better support your non-profit?
  29. 29. 4 best practices to support non-profit (personally) 1. Share their posts. - Do not repost the original content, except Instagram -> Reposting original content does not help the organization. It essentially removes them from getting any traffic. 2. Likes help - sharing is better Why just like when you re-share with your friends and family? Comment on the shared post. Get that conversation started! 3. Download Repost for Instagram Allows you to re-post images on your instagram feed - gets more view for your non-profit 4. Share the post in adjacent groups that you belong to that perhaps the organization does not
  30. 30. Likes vs. Share When a visitor clicks "Like", the name of the Web site or post they liked appears instantaneously on their Facebook wall. Likes appear as list items on the Recent Activity section of the Facebook user's wall but NOT as a status update viewable by all in your News Feed. LET’S DO IT TOGETHER
  31. 31. Share with Friends, Groups, Pages LET’S DO IT TOGETHER
  32. 32. Repost for Instagram When a visitor clicks "Like", the name of the Web site or post they liked appears instantaneously on their Facebook wall. Likes appear as list items on the Recent Activity section of the Facebook user's wall but NOT as a status update viewable by all in your News Feed. DOWNLOAD IN THE APP STORE FOR FREE LET’S DO IT TOGETHER
  33. 33. Please review me! Troy@bluekaboom.com @troyjhenson in/troyjhenson Q&A Resources: RePost App ( MAC + Droid ) Posting Times ( Hubspot Infographic)

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