Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Putting Strategy into Your Social Media Outreach

3,647 views

Published on

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. flickr.com/photos/anthrovik/264643857 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. flickr.com/photos/49024304@N00/1546033671
  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 flickr.com/photos/coletivomambembe/3695560876
  12. 13. So how does this change the way we communicate about our nonprofits?
  13. 14. “ Engagement” is the new goal. flickr.com/photos/anthrovik/264643857
  14. 15. flickr.com/photos/anijdam/2903467649/ flickr.com/photos/_dchris/4029619041 One-way broadcasting doesn’t work well. Instead, you mix. You mingle. You’re social.
  15. 16. flickr.com/photos/conbon/2873195559 Everyone is a spokesperson.
  16. 17. You want to be seen as a member of a community – as “one of us.” flickr.com/photos/owengeronimo/4263163891
  17. 18. Not as the loud drunk ones hustling on the bar. flickr.com/photos/scrapstothefuture/298131038
  18. 19. But Community ≠ Fans flickr.com/photos/captured-spirit_/221033524/ flickr.com/photos/oddwick/2156258068
  19. 20. Community = Chance to Build Rapport >> Fans! flickr.com/photos/vancouverminglers/3385606736
  20. 21. flickr.com/photos/celloc/2957825631 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. flickr.com/photos/springfieldhomer 1 Be Genuine.
  26. 27. flickr.com/photos/ 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 flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine
  28. 29. flickr.com/photos/katemere Take us back stage.
  29. 30. flickr.com/photos/notahipster TELL STORIES ABOUT YOUR FANS. Great stories about real people are sticky.
  30. 31. DAVE SAYS: If you give, you begin to live. flickr.com/photos/julioenriquez 2 Be Generous.
  31. 32. flickr.com/photos/marcinmoga 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. flickr.com/photos/dnorman Empower us with how-tos.
  35. 36. flickr.com/photos/kivimiller 3 Be Grateful.
  36. 37. Blow kisses to your supporters. flickr.com/photos/shawnzlea
  37. 38. Share your success with them. flickr.com/photos/dpstyles
  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 Facebook.com/ nonprofitmarketingguide [email_address]

×