Pin, Like, or Follow? A Social Media Lunch for Nonprofit Leaders


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Communications professionals are faced with an ever-increasing number of ways to reach consumers online. Yet for nonprofit leaders—many of whom have limited budgets, few staff resources, and demanding volunteers—choosing among the many digital marketing options can be a daunting task.

In this interactive lunchtime session, we’ll hear how thought-leading nonprofit communications professionals prioritize and strategize their online marketing. We’ll also discuss seven smart strategies that nonprofit leaders can use to generate maximum value from their digital marketing initiatives.

Invited speakers include Corcoran Gallery of Art and College of Art + Design Vice President Mimi Carter; Greenpeace USA Social Media Strategist Meena Hussain; and Reingold Vice President Joseph LaMountain.

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Pin, Like, or Follow? A Social Media Lunch for Nonprofit Leaders

  1. 1. Pin, Like, or Follow:A Social MediaLunch for NonprofitLeaders
  2. 2. Welcome to Reingold Our goal: To change society and improve people’s lives. We’re a private sector firm with a public service soul. Founded in 1986, with nearly 100 associates: PR, Web design, digital marketing, stakeholder engagement, social media, creative, and more. 95% of portfolio is nonprofit and government clients. Focus on health, education, Veterans, transportation.
  3. 3. Today’s PresentersMimi Carter, Adrian Parsons:Corcoran Gallery of Art andCollege of Art + DesignMeena Hussain: GreenpeaceUSA Social Media StrategistJoseph LaMountain:Reingold Vice President
  4. 4. Session Format and Ground Rules 40 minutes of presentation, 20 minutes of Q&A. Please feel free to ask questions during the session. Presentations will be posted online for downloading. Please stay after the session for informal networking time.
  5. 5. Mimi Carter Adrian Parsons VP, Marketing and Social Media Project Communications ManagerThe Corcoran Gallery of Art and College of Art + Design
  6. 6. Corcoran.Social getting there+strategy
  7. 7. Our Marketing GoalsThe Corcoran marketingdepartment has three goals:1. Increase attendance.2. Increase applications to thecollege.3. Increase revenue throughevents, tickets, membership, and donations.
  8. 8. The Role of Social Media 1. The social media strategy has to meet those goals. 2. The social media strategy has to be measured by those goals. 3. The social media strategy has to include “calls to action” to achieve those goals.
  9. 9. Our Social Media PropertiesFacebook Fans Twitter FansCorcoran Gallery of Art and College of Art + Design 11,487 @CorcoranDC 4,721Corcoran College Alumni (group) 617 @ToddGraysMuse 238Corcoran College Alumni (page) 368 @corcoranlibrary 130Corcoran Alum (person) 359 @Gallery31 104Gallery 31 288 @CorcAP_DC 40Corcoran College of Art + Design Office of Student 169 @CCADadmissions 24AffairsCorcoran Design Lab 115Corcoran Association of Photojournalists 117Corcoran Student Housing 106CCAD Design Department of Arts and Humanities 106Career Services at CCAD 98CCAD Writing Center 61CCAD Center for Learning & Wellness Resources 44CCAD Office of Admissions 27Corcoran ArtReach 15Israel Study Away CCAD 10 3/15/2013
  10. 10. STRENGTHS WEAKNESSES • Private institution with • Lack of continuity or ability to offer a progressive coordinated effort in socialCorcoran: SWOT Analysis voice strategy • Range of high-value • Not optimizing produced content already being content for “digital world” produced • Not delivering effective • Reputation of Corcoran and user experience online surrounding networks • Digital activities do not • Access to unique people successfully support three • Lack partners to invest same and capacity main calls to action • Departments across resources in social organization already using campaigns as other social media as a tool institutions • Transformative space (new • Shift in target audience site, building acquisition opportunities from announcement, etc.) offers offline to online, must go good time to establish new where your audience is brand presence online • Without measurable • Implementation of outcomes institutional THREATS support of investment will be OPPORTUNITIES enhanced analytics to
  11. 11. value assets Members & Donors curators design & staffbuilding experiences ART reputation Dprogramming C artists faculty & students
  13. 13. COLLEGE recruitment+events portfolio days GALLERYThings we’re already doing… social email marketing exhibitions+curation video production (formal) coverage student video coverage (informal) work/exhibitions photography coverage Faculty in Focus livetweet/livestream student services interactive experiences career development writing/profiles/interview portfolio reviews press kits collateral design + production lectures email marketing paid advertising (digital + print) study abroad social visiting faculty events (lectures/education, exhibitions, social/parties, fundraising)
  14. 14. Us & Them Twitter Talking Klout Followers Tweets Following FB Fans About Check-in ScoreMoMA 1,196,753 2,243 3,413 1,100,000 16,819 296,076 82Smithsonian 785,787 6,759 136 174,247 2,599 78,332 73Tate 749,589 4,394 875 464,810 21,371 60,696 86GuggenheimMuseum 684,770 5,362 3,508 375,743 11,170 81,643Met Museum 506,150 5,559 1,152 745,951 40,390 363,527 72SFMOMA 358,945 5,667 244,765 90,674 1,527 31,206 82Walker Art Center 344,239 5,121 436 44,206 1,253 14,977 55LACMA 323,819 3,565 20,358 103,507 3,783 155,155 73V&A London 163,584 5,232 1,107 197,096 5,993 109,712 72The British Museum 124,387 3,572 673 231,771 7,978 225,698 88The Walters ArtMuseum 113,404 7,249 2,976 7,971 245 5,224 80Hirshhorn 25,162 3,342 4,551 16,501 850 22,639 63The PhillipsCollection 9,639 2,034 1,779 7,533 310 4,446 59Corcoran 4,721 3,201 455 11,482 218 3,993 65AMA 499 196 329 1,727 70 725 45
  15. 15. #musesocial Chat
  17. 17. How do you prioritize? • Provide a space to convene discussions The NEW and host content relevant to theCorcoran blog, institution and art world more broadly. titled • Maintain a centralized place that aggregates the diverse voices and “UNVEILED,” offerings of the institution. will… • Produce interesting content that can build our reputation and brand. • Build awareness and enthusiasm around institutional offerings and drive success conversions.
  18. 18. FB- admission FB- undergrad FB- student services casu [facebook s al/util ] FB-grad [pinterest] [facebook ity ] CURATION site CONTE NT [tumblr] #corcoranart CREATI = cultured, ON social lifestyle CURATION (blog) blog [instagra m] [instagra #corclifeThe system m] = young [twitter] contemporary artist lifestyle [twitter] 1 thought leadership/
  19. 19. COLLEGE GALLERY What success looks like… Objective: Increase galleryObjective: Increase visitors and new membersapplications Goals:Goals: 1) Source visitors and memberships1) Source prospective students from social channels from social channels 2) Increase awareness of Corcoran2) Increase size of prospective events and experiences by student social communities increasing reach of distribution channelsObjective: Engage studentcommunities Objective: Establish CorcoranGoals: Gallery as recognized thought1) Establish high-utility channels for communicating with students leader2) Curate enriching digital spaces Goals: for student expression/ 1) Curate enriching digital spaces for involvement art enthusiast and thought leader interaction
  20. 20. Meena HussainSocial Media Strategist Greenpeace USA
  21. 21. Greenpeace USA
  22. 22. =
  23. 23. Twitter• Networking Tool: Amplify• News + Blogs
  24. 24. Brand Identity
  25. 25. How do we run things?• Global and local campaigns• Global and local social media assets• Coordination during global pushes• Greenpeace USA, day to day: o Posting in the same voice: theory of change o Interns, new ideas, trainings
  26. 26. Overall Strategy• Update Facebook every hour or two• Twitter output depends on news/blog content• Tumblr is a slow burn• YouTube, Google+ connection• Trying to be consistent (it can be tough!)
  27. 27. Keep in touch!
  28. 28. Joseph LaMountainReingold VP of Associations and Nonprofits
  29. 29. 7 Smart Strategies for Successful Digital Marketing
  30. 30. Strategic Overview
  31. 31. Strategy #1 – Align Digital communications don’t exist in a vacuum. They should lead to the achievement of goals. “We need a Pinterest page” is not a good enough reason. What are you trying to achieve? Use the online tools that help you best achieve your goals. All online properties should have consistent messaging/branding.
  32. 32. Strategy #2 – Design Design is critical to website and social media effectiveness. Enhanced usability can increase time spent on site and provide more opportunities to engage. A small change in design can lead to a huge increase in conversions. Slightly modified design resulted in a 20% increase in conversions and 18K more allergist searches.
  33. 33. Strategy #2 – DesignA Small Improvement in Conversions Can Lead to a Giant Increase in Compliance
  34. 34. Strategy #3 – Content Must be current, relevant, and engaging for target audiences. Needs to align with the keywords people use to find you (SEO). The more times those keywords appear on your site, the better your “organic” search results will be. Authority matters. Increasing the number of quality inbound links can improve search engine rankings.
  35. 35. Strategy #3 – Content Reingold created SEO strategy for an American Orthopaedic Society for Sports Medicine campaign. Created the website and infused its content with the target audience’s five most popular search terms. Also generated more than 5,000 links to the site to boost authority. Attained No. 1 Google ranking for all five terms within 18 months. Previously none ranked in top 100.
  36. 36. Strategy #4 – Keyword Purchasing Target specific terms people use to find you and locations. Additive to SEO. Pay per click so you only pay when people enter your conversion funnel ($2 per entry >> $50 avg. donation >> WIN). Thousands of impressions of your name, website, and text help build awareness. Google AdWords offers nonprofit grants of up to $10K/month.
  37. 37. Strategy #5 – Social Media Robust social media is key to generating websitee traffic and engaging with key audiences. It’s worse to have a site that’s not maintained than no site at all. The purpose of social media is not to have megaphone or platform to talk about yourself. (BORING) It’s to have a discussion. LinkedIn is a great vehicle to reach audiences (AEDP).
  38. 38. Strategy #6 – Remarketing  Show ads to people who previously visited your site—your best audience.  Deliver cookie to everyone who has visited.  Pay for each click into your conversion funnels.  Publicize meetings, membership, donations,Also gain thousands of impressions and advocacy. for name, image, and text.
  39. 39. Strategy #6 – Remarketing LinkedIn and Facebook offer remarketing opportunities. Match your members’ email addresses to existing accounts and remarket with ad content. It’s a great way to engage members when you cannot send them an email. Drive them directly into conversion funnels; gain additional awareness among key audience.
  40. 40. Strategy #7 – Analytics• Best thing about online outreach is that everything can be measured.• You can real-time test how different designs, keywords, and paid advertising are performing and then improve them.• Measure ROI of remarketing. If each $1 click leads to an average of $50 in sales/donation, that’s a huge win for your organization.
  41. 41. Question-and-Answer Session