Social Media for Nonprofits: Advanced
Cleveland Nonprofit Marketing Summit
August 1, 2014
#HANDittoCleveland @stephpflaum
74% of
online
adults use
social
media.
#HANDittoCleveland @stephpflaum
Source: Waggener Edstrom
55% of people who engage
with nonprofits via social
media have be...
#HANDittoCleveland @stephpflaum
Online giving
grew 13.5% in
2013.
Source: Blackbaud
#HANDittoCleveland @stephpflaum
STRATEG
Y
#HANDittoCleveland @stephpflaum
MISSION STATEMENT
#HANDittoCleveland @stephpflaum
Awareness
Retention
Driving
Action
SOCIAL
MEDIA
GOALS
#HANDittoCleveland @stephpflaum
#HANDittoCleveland @stephpflaum
Increase email list sign ups
through social media channels by
500 names by October 31, 2014
#HANDittoCleveland @stephpflaum
Acquire 100 new donors through
social media channels by the end
of 2014.
#HANDittoCleveland @stephpflaum
Increase brand mentions online
by 25% by August 1, 2015.
#HANDittoCleveland @stephpflaum
DEFINE
YOUR
AUDIENCE
#HANDittoCleveland @stephpflaum
SURVEY
INSIGHTS
#HANDittoCleveland @stephpflaum
ANALYZE
CURRENT
SOCIAL
FOLLOWERS
#HANDittoCleveland @stephpflaum
HOW DO THEY
DESCRIBE
THEMSELVES?
BIOS =
#HANDittoCleveland @stephpflaum
GET
AUDIENCE
DATA FROM
YOUR
WEBSITE
#HANDittoCleveland @stephpflaum
PROMOTE
YOUR BEST
CONTENT
AND SEE
WHERE IT
GETS
#HANDittoCleveland @stephpflaum
PROMOTE
YOUR BEST
CONTENT
AND SEE
WHERE IT
GETS
#HANDittoCleveland @stephpflaum
OBSERVE
TRENDS
AROUND KEY
TOPICS WITH
SOCIAL
LISTENING
#HANDittoCleveland @stephpflaum
WHICH
CHANNELS
SHOULD I
BE USING?
#HANDittoCleveland @stephpflaum
GO WHERE YOUR AUDIENCE IS
#HANDittoCleveland @stephpflaum
LAWYERS ARE ON LINKED IN
#HANDittoCleveland @stephpflaum
SENIORS ARE
NOT ON
TWITTER,
YET?
#HANDittoCleveland @stephpflaum
WHO IS ON YOU TUBE?
#HANDittoCleveland @stephpflaum
EVERYONE IS ON YOU TUBE!
#HANDittoCleveland @stephpflaum
YOU TUBE IS
THE #2
SEARCH
ENGINE
#HANDittoCleveland @stephpflaum
YOU TUBE IS
THE #2
SEARCH
ENGINE
MARU
#HANDittoCleveland @stephpflaum
YOU ARE ONLY
AS GOOD AS
YOUR
CONTENT
#HANDittoCleveland @stephpflaum
BE VISUAL
ARC offers a useful tip while
injecting their brand and awareness
into newsfeeds...
#HANDittoCleveland @stephpflaum
TELL STORIES
Pin caption: Follow our President & CEO
Carolyn Miles for an inside look at o...
#HANDittoCleveland @stephpflaum
USE VIDEO
Charity Water uses Instagram to tell their
stories in 15 second chunks – not fan...
#HANDittoCleveland @stephpflaum
INTERACT:
ENCOURAG
E
#HANDittoCleveland @stephpflaum
BE HUMAN
#HANDittoCleveland @stephpflaum
EMPOWER ADVOCATES
Greenpeace partnered with scientists to
track whales using GPS while the...
@stephpflaum
SHOW
APPRECIATION
#HANDittoCleveland @stephpflaum
INSPIRE ACTION
#HANDittoCleveland @stephpflaum
CELEBRAT
E
MILESTONE
S
#HANDittoCleveland @stephpflaum
POST
FROM
EVENTS
#HANDittoCleveland @stephpflaum
ALIGN
#HASHTAG
S ACROSS
CHANNELS
#HANDittoCleveland @stephpflaum
Don’t call it ‘posting’ –
call it ‘planting seeds.’
If you want your
relationships to grow...
#HANDittoCleveland @stephpflaum
MEASURING
SUCCESS
#HANDittoCleveland @stephpflaum
METRICS
#HANDittoCleveland @stephpflaum
TRACK YOUR SOCIAL LINKS
URL Builder
http://marketingland.com/weird-al-yankovic-social-medi...
#HANDittoCleveland @stephpflaum
SOCIAL MEASUREMENT
TOOLS
50 Social Media Measurement Tools
#HANDittoCleveland @stephpflaum
Channel Goal Audience Content KPIs
Facebook
Increase reach of
brand content by 25%
in Q3 &...
#HANDittoCleveland @stephpflaum
#HANDittoCleveland @stephpflaum
CREATE A
BLOG TO
ARCHIVE
YOUR
GREAT
CONTENT!
#HANDittoCleveland @stephpflaum
USE SOCIAL
MEDIA TO
GROW
YOUR
EMAIL LIST
#HANDittoCleveland @stephpflaum
THANK YOU!
Stephanie Pflaum | @stephpflaum
spflaum@fathomdelivers.com
Senior Digital Marke...
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Social Media. Advanced. 2014 Cleveland Nonprofit Marketing Summit

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Stephanie Pflaum brings best practices, social media insight and purpose to this presentation about measurement, success and engagement online for nonprofits. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.

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Social Media. Advanced. 2014 Cleveland Nonprofit Marketing Summit

  1. 1. Social Media for Nonprofits: Advanced Cleveland Nonprofit Marketing Summit August 1, 2014
  2. 2. #HANDittoCleveland @stephpflaum 74% of online adults use social media.
  3. 3. #HANDittoCleveland @stephpflaum Source: Waggener Edstrom 55% of people who engage with nonprofits via social media have been inspired to take action.
  4. 4. #HANDittoCleveland @stephpflaum Online giving grew 13.5% in 2013. Source: Blackbaud
  5. 5. #HANDittoCleveland @stephpflaum STRATEG Y
  6. 6. #HANDittoCleveland @stephpflaum MISSION STATEMENT
  7. 7. #HANDittoCleveland @stephpflaum Awareness Retention Driving Action SOCIAL MEDIA GOALS
  8. 8. #HANDittoCleveland @stephpflaum
  9. 9. #HANDittoCleveland @stephpflaum Increase email list sign ups through social media channels by 500 names by October 31, 2014
  10. 10. #HANDittoCleveland @stephpflaum Acquire 100 new donors through social media channels by the end of 2014.
  11. 11. #HANDittoCleveland @stephpflaum Increase brand mentions online by 25% by August 1, 2015.
  12. 12. #HANDittoCleveland @stephpflaum DEFINE YOUR AUDIENCE
  13. 13. #HANDittoCleveland @stephpflaum SURVEY INSIGHTS
  14. 14. #HANDittoCleveland @stephpflaum ANALYZE CURRENT SOCIAL FOLLOWERS
  15. 15. #HANDittoCleveland @stephpflaum HOW DO THEY DESCRIBE THEMSELVES? BIOS =
  16. 16. #HANDittoCleveland @stephpflaum GET AUDIENCE DATA FROM YOUR WEBSITE
  17. 17. #HANDittoCleveland @stephpflaum PROMOTE YOUR BEST CONTENT AND SEE WHERE IT GETS
  18. 18. #HANDittoCleveland @stephpflaum PROMOTE YOUR BEST CONTENT AND SEE WHERE IT GETS
  19. 19. #HANDittoCleveland @stephpflaum OBSERVE TRENDS AROUND KEY TOPICS WITH SOCIAL LISTENING
  20. 20. #HANDittoCleveland @stephpflaum WHICH CHANNELS SHOULD I BE USING?
  21. 21. #HANDittoCleveland @stephpflaum GO WHERE YOUR AUDIENCE IS
  22. 22. #HANDittoCleveland @stephpflaum LAWYERS ARE ON LINKED IN
  23. 23. #HANDittoCleveland @stephpflaum SENIORS ARE NOT ON TWITTER, YET?
  24. 24. #HANDittoCleveland @stephpflaum WHO IS ON YOU TUBE?
  25. 25. #HANDittoCleveland @stephpflaum EVERYONE IS ON YOU TUBE!
  26. 26. #HANDittoCleveland @stephpflaum YOU TUBE IS THE #2 SEARCH ENGINE
  27. 27. #HANDittoCleveland @stephpflaum YOU TUBE IS THE #2 SEARCH ENGINE MARU
  28. 28. #HANDittoCleveland @stephpflaum YOU ARE ONLY AS GOOD AS YOUR CONTENT
  29. 29. #HANDittoCleveland @stephpflaum BE VISUAL ARC offers a useful tip while injecting their brand and awareness into newsfeeds on Facebook.
  30. 30. #HANDittoCleveland @stephpflaum TELL STORIES Pin caption: Follow our President & CEO Carolyn Miles for an inside look at our work for children in the US and around the world.
  31. 31. #HANDittoCleveland @stephpflaum USE VIDEO Charity Water uses Instagram to tell their stories in 15 second chunks – not fancy stages, lighting or narration involved.
  32. 32. #HANDittoCleveland @stephpflaum INTERACT: ENCOURAG E
  33. 33. #HANDittoCleveland @stephpflaum BE HUMAN
  34. 34. #HANDittoCleveland @stephpflaum EMPOWER ADVOCATES Greenpeace partnered with scientists to track whales using GPS while they migrated south through dangerous waters where the whales are hunted. Greenpeace called the campaign the Great Whale Trail and encouraged supporters to become involved by making personal fundraising pages in support of the cause. The result: over 5,000 personal fundraising pages were created raising over $120,000.
  35. 35. @stephpflaum SHOW APPRECIATION
  36. 36. #HANDittoCleveland @stephpflaum INSPIRE ACTION
  37. 37. #HANDittoCleveland @stephpflaum CELEBRAT E MILESTONE S
  38. 38. #HANDittoCleveland @stephpflaum POST FROM EVENTS
  39. 39. #HANDittoCleveland @stephpflaum ALIGN #HASHTAG S ACROSS CHANNELS
  40. 40. #HANDittoCleveland @stephpflaum Don’t call it ‘posting’ – call it ‘planting seeds.’ If you want your relationships to grow in social media, you have to nurture them.
  41. 41. #HANDittoCleveland @stephpflaum MEASURING SUCCESS
  42. 42. #HANDittoCleveland @stephpflaum METRICS
  43. 43. #HANDittoCleveland @stephpflaum TRACK YOUR SOCIAL LINKS URL Builder http://marketingland.com/weird-al-yankovic-social-media-case- study- 91975?utm_source=marketo&utm_medium=email&utm_campaign =newsletter&utm_content=socialmedia Bit.ly Hootsuite
  44. 44. #HANDittoCleveland @stephpflaum SOCIAL MEASUREMENT TOOLS 50 Social Media Measurement Tools
  45. 45. #HANDittoCleveland @stephpflaum Channel Goal Audience Content KPIs Facebook Increase reach of brand content by 25% in Q3 & Q4 College students Funny videos, stats that speak, celebrity quotes in images Monthly post reach Twitter Increase conversations around new campaign Industry professionals Moving images, dramatic video Conversation volume month-over-month LinkedIn Build a community around my cause Young professionals Engaging, informative articles, thoughtful questions to spark discussion Number of people who joined the group month-over-month Sample Strategy Template
  46. 46. #HANDittoCleveland @stephpflaum
  47. 47. #HANDittoCleveland @stephpflaum CREATE A BLOG TO ARCHIVE YOUR GREAT CONTENT!
  48. 48. #HANDittoCleveland @stephpflaum USE SOCIAL MEDIA TO GROW YOUR EMAIL LIST
  49. 49. #HANDittoCleveland @stephpflaum THANK YOU! Stephanie Pflaum | @stephpflaum spflaum@fathomdelivers.com Senior Digital Marketing Strategist Fathom GOALS

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