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- 2. We’re here to help you be more awesome. 2
- 3. We all know it’s time. 3
- 4. The “Wired Wealthy” – Convio’s 2008 Study Predominantly baby boomers (1946 -1964) They have been using the Internet for an average of 12 years. They are online an average of 18 hours per week. They do their banking and bill paying online. They read the news online. They make purchases online. And, of course, most make charitable contributions online.
- 6. Strong relationships – not marketing – is our goal. 6
- 7. A good relationship requires you to be present. 7
- 8. A good relationship requires some time to grow. 8
- 9. Social Marketing Strategy 9 Define your VOICE WHERE to post WHAT to post WHEN to post Pay attention to CRAM Conversation POLICY TRACKING results
- 10. 1. Define your voice
- 11. 2. Keep it simple…
- 12. Who is on facebook in Polk Co? 21% 22% 15% 16% 13% 13% 13-17 18-24 25-34 35-44 45-54 55+ Source: facebook.com
- 13. Use pictures & videos to show & tell.
- 14. There are four parts of a great message:. C – connect with an audience based on their values R - reward your audience A - ask for a specific action to get that reward M - make it memorable
- 15. What is your conversation policy? “We are no longer the Mission Control of our message. Our supporters are building their own centers of control. When they talk about us, act on our behalf, or increasingly, raise money for us, they are creating millions of message outposts for our mission online.” - Katya Andresen, Network for Good
- 16. What gets measured, matters. Social Media ROI Spreadsheet Jan Feb March April May June July Aug Website Unique Visitors 12,000 13,000 Blog Unique Visitors 4000 5000 E-mail Newsletter Subscribers 1600 1750 Mobile Subscribers 100 135 New Volunteers 3 4 Facebook Fans 800 875 Twitter Followers 500 550 Likes, Posts and shares 600 625 YouTube Channel Views 140 170 Wall and Blog Comments 40 50 Twitter Mentions 12 18 Testimonials 6 7 Monthly Event Attendees 20 22 19821 22206 ONLINE DONATIONS $1,000 $1,400
- 18. If I remember nothing else, I will… Review website and email Social media audit Create or evaluate your tracking tools – what measures, matters
- 19. Resources BethKanter.org NonprofitMarketingGuide.com NonprofitSocialNetworkSurvey.com NTEN.org WatershedCompany.org SocialMediaExaminer.com Excerpts from this presentation have been shamelessly borrowed from Network for Good, Katya Andresen, Bianca McCarthy & Krista Swan.
Editor's Notes
- There are lots of ways to engage social media. We’re going to focus on the biggest social media tools and try to make them easy and approachable.
- A Facebook ‘like’ is the beginning of a relationship, not the end goal. Someone likes you on Facebook, they’ve just agreed to have coffee with you. What kind of conversation will you have in order to get them to agree to a second date? Would you talk about yourself the whole time?
- Caveat emptor - Beware promises of instant success. Relationships take time.
- Do you have a social media strategy, or did you just create a facebook page because you felt like you had to?Seriously, do you have a written document detailing your social media strategy?Our strategy includes what you see on the screen, plus a commitment to respond to every interaction.
- Two rules: 1. Who you are online should match your offline persona and communications.
- Rule 2. Focus on what you can handle and do well at. Don’t try to be all things to all people.Marion-Polk Food Share has chosen to work on just a few social media platforms
- 44400facebook users are identified as living within Polk County zip codes.
- Post at ~10a and ~3p.Don’t recreate the wheel.Point, don’t build. Share, don’t create. Applaud more than you present