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Putting Strategy into Your Social Media Outreach


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How nonprofits can build more community engagement by using a social media strategy based on Nonprofit Marketing Guide's Three Gs: Be Genuine, Generous, and Grateful.

This version was presented at the Philanthropy Midw

Published in: Business, Technology, Sports

Putting Strategy into Your Social Media Outreach

  1. 1. Putting Real Strategy into Your Social Media Outreach It’s About Building Relationships That Last! @kivilm
  2. 2. <ul><li>Kivi Leroux Miller </li></ul>Tweeting? I’m @kivilm
  3. 3. Social Media Changes Everything About the Way We Communicate. True or False?
  4. 4. Let’s put social media in context . . . .
  5. 6. The Internet has changed everything . . . and FAST. Google turned 13 in Sept. 2011 YouTube turned 6 in May 2011 Twitter turned 5 in March 2011 Facebook has been open to the public for 5 years as of September 2011
  6. 7. Alexa Rankings, May 3, 2011 Half are Social Media Sites; the Other Half Offer Many Social Elements The SOCIAL WEB is mainstream. Brochure websites don’t cut it anymore.
  7. 8. Only 19% of online adults don’t use the social web.
  8. 9. All age groups are using social media.
  9. 10. The 24-hour news cycle is our cultural expectation.
  10. 11. We live in SNACK SIZED times, and that goes for our information too.
  11. 12. 82% of Americans adults own a cell/smart phone. 2/3 of them sleep with it. “ Cell Phones and American Adults” by Pew Internet and American Life Project, September 2010
  12. 13. So how does this change the way we communicate about our nonprofits?
  13. 14. “ Engagement” is the new goal.
  14. 15. One-way broadcasting doesn’t work well. Instead, you mix. You mingle. You’re social.
  15. 16. Everyone is a spokesperson.
  16. 17. You want to be seen as a member of a community – as “one of us.”
  17. 18. Not as the loud drunk ones hustling on the bar.
  18. 19. But Community ≠ Fans
  19. 20. Community = Chance to Build Rapport >> Fans!
  20. 21. The Path to Community Engagement 1 Be Genuine. 2 Be Generous. 3 Be Grateful.
  21. 22. What might you expect from an opera on Facebook?
  22. 23. Also See @PalmBeachOpera on Twitter Trivia, questions, staff favorites, news
  23. 24. What might you expect from a local cat rescue on Facebook?
  24. 25. Also See @fcrt on Twitter Tips for Cat Owners, Cute Pix, Cat Humor
  25. 26. 1 Be Genuine.
  26. 27. piccadillywilson Facts are fine, but emotions drive action.
  27. 28. “ You have to stimulate an emotional incentive for people – so they feel a sense of pride and joy when they forward your organization’s story to their friends.” Logan Smalley, founder and co-president, Darius Goes West Foundation; AGC Conversational Case Studies by Beth Kanter & Allison Fine
  28. 29. Take us back stage.
  29. 30. TELL STORIES ABOUT YOUR FANS. Great stories about real people are sticky.
  30. 31. DAVE SAYS: If you give, you begin to live. 2 Be Generous.
  31. 32. Think of communicating as gift giving.
  32. 33. Be a helpful human.
  33. 34. Listen to what your supporters are saying – and respond! Flickr: Brittany G
  34. 35. Empower us with how-tos.
  35. 36. 3 Be Grateful.
  36. 37. Blow kisses to your supporters.
  37. 38. Share your success with them.
  38. 39. Attracting the right friends, fans, and followers
  39. 40. Getting More Facebook Fans <ul><li>Get your custom URL – easier to share in print </li></ul><ul><li>Include links to FB Page in emails </li></ul><ul><li>Add the fan box to your website </li></ul><ul><li>Facebook only specials (use the free Involver apps) </li></ul><ul><li>Use Facebook ads – you can become a fan directly from the ad. </li></ul>
  40. 41. Getting More Twitter Followers <ul><li>Update regularly! </li></ul><ul><li>Do it gradually – not thousands at a time. </li></ul><ul><li>Use keyword searches </li></ul><ul><li>Watch retweets, and retweet others </li></ul><ul><li>Look on similar profiles </li></ul>
  41. 43. Making this all easier
  42. 44. Hootsuite is Big Help!
  43. 45. Give me your card and I’ll email it to you. Get Your “Social Media Essentials” in a One-Pager
  44. 46. Kivi Leroux Miller @kivilm nonprofitmarketingguide [email_address]