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Social Media Beginner. 2014 Cleveland Nonprofit Marketing Summit


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Melissa Mathews gives tips on how to successfully use social media to the advantage of local nonprofits. From crafting the right message to understanding the numbers, all areas for the budding social media guru are covered. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.

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Social Media Beginner. 2014 Cleveland Nonprofit Marketing Summit

  1. 1. 17 Social Media Tips & Tricks for Nonprofits Melissa Mathews August 1st 2014
  2. 2. TODAY’S AGENDA 1. The Impact of Social Media 2. Nonprofit Examples 3. Setting Goals & Measurement
  3. 3. Where do I even start? 3 • 68% donate money • 53% volunteer • 52% donate clothing, food or other personal items • 43% attend/participate in a charitable event in my community • 40% purchase a product to benefit the cause or charity • 25% contact my political representatives by phone, mail or in person • 15% organize an event in my community But I know I should start because… …it matters to my audience. #handittocleveland
  4. 4. Tip #1 Find Your Social Media Voice Who the heck is this guy? #handittocleveland
  5. 5. Tip #2 Pick the right channels #handittocleveland
  6. 6. Tip #3 Promote Your Profiles Everywhere #handittocleveland
  7. 7. Tip #4 Inspire Emotion #handittocleveland
  8. 8. Tip #5 Use Visuals Use tools like & #handittocleveland *Note: Image on Twitter should be 1024 x 512 pixels to show up in feed
  9. 9. Tip #6 Showcase people and their stories #handittocleveland
  10. 10. Tip #7 Capitalize on (relevant) trends • Visit to find out fun or important days/weeks/months • helps you find popular hashtags • Stay up to date on popular news that doesn’t always relate to your nonprofit #handittocleveland
  11. 11. Tip #8 Optimize Your Social Profiles • Use keywords in the about/company info section. • Be consistent with boiler plate language. #handittocleveland
  12. 12. Tip #9 Remember Location Matters Let Cleveland Empower Your Nonprofit (even if it’s national) • Helps local SEO • Adding a complete address to your FB page activates Facebook Location allowing people to check-in and review • Google+ can help you takeover the SERPs #handittocleveland
  13. 13. Tip #10 Live Tweet From Events Not only your own events, but other events you attend or even webinars. Use tools like Storify to highlight top influencers or tweets #handittocleveland
  14. 14. Tip #11 Keep in mind your staff & volunteers are your biggest advocates • Make sure to inspire social media activity among staff, especially founders/leaders • Reinforce best practices and optimized profiles • This means volunteers, too! • Encourage them to share
  15. 15. Tip #12 Show Progress & Proof • Celebrate successes. Your followers already believe in you, and they want to see that their support is making an impact. #handittocleveland
  16. 16. That’s great, but how do I know if it worked? And if my time invested was worth it? Don’t worry, there’s still 5 tips left!
  17. 17. Tip #13 Set SMART Goals & Objectives Awareness Retention Driving Action Examples: • Increase email list sign ups through social media channels by 500 names by October 31, 2014. • Increase brand mentions online by 25% by August 1, 2015. *Must be specific, measurable, attainable, relevant & time based. #handittocleveland
  18. 18. Tip #14 Track important metrics over time Make a list of the metrics that would show you insight into reaching your goal. #handittocleveland
  19. 19. Tip #15 Use free tools to help you find the data you need • Facebook Insights • LinkedIn Analytics • Google+ Analytics • Google Analytics – advanced to track ROI • Set up goals & UTM Parameters
  20. 20. Tip #16 Create a social media calendar Leave room for flexibility but try to stick to a theme #handittocleveland
  21. 21. Tip #17 Never Stop Testing • Social media provides great audience research for free • Possible tests: • One hashtag vs. 2 or more • Time of day • Call-to-action vs. no call-to-action • Questions vs. statements • Post length • Pictures & videos vs. plain copy #handittocleveland