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Build an Audience & Move Them to Action Through Social Media

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It's not enough to simply have a social media presence. To be successful on social media, a nonprofit should find the right audience, consistently provide them with content that really speaks to them, ultimately move them towards action - and then do it all over again! Panelists will provide tips and tactics to make social media work for your nonprofit.

Published in: Government & Nonprofit
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Build an Audience & Move Them to Action Through Social Media

  1. 1. 1 S O C I A L M E D I A 2016 BVU Non-Profit Summit
  2. 2. 2 65% of online adults use social media
  3. 3. 3 Source: Waggener Edstrom 55% of people who engage with nonprofits via social media have been inspired to take action.
  4. 4. 4 Online giving grew 9.2% in 2015. Source: Blackbaud
  5. 5. 5 STRATEGY AND GOALS
  6. 6. 6 Awareness Retention Driving Action SOCIAL MEDIA GOALS
  7. 7. 7 SOCIAL MEDIA GOALS
  8. 8. 8 Increase email list sign ups through social media channels by 500 names by October 31, 2016 DRIVE ACTION GOAL SOCIAL MEDIA GOALS
  9. 9. 9 Acquire X additional donations from previous donors by the end of 2016 SOCIAL MEDIA GOALS RETENTION GOAL
  10. 10. 10 Increase brand mentions online by 25% by August 1, 2016 SOCIAL MEDIA GOALS AWARENESS GOAL
  11. 11. 11 Successful social media doesn’t exist without good content.
  12. 12. 12 DEFINE YOUR AUDIENCE
  13. 13. 13 SURVEY INSIGHTS
  14. 14. 14 ANALYZE CURRENT SOCIAL FOLLOWERS
  15. 15. 15 BIOS = INTERESTS HOW TO THE DESCRIBE THEMSELVES?
  16. 16. 16 GET AUDIENCE DATA FROM YOUR WEBSITE
  17. 17. 17 OBSERVE TRENDS AROUND KEY TOPICS WITH SOCIAL LISTENING TOOLS OBSERVE TRENDS
  18. 18. 18 WHICH CHANNELS SHOULD I BE USING?
  19. 19. 19 WHICH CHANNELS SHOULD I BE USING?
  20. 20. 20 GO WHERE YOUR AUDIENCE IS WHICH CHANNELS SHOULD I BE USING?
  21. 21. 21 INFLUENCER MARKETING
  22. 22. 22  Check your email list  Google  Google yourself  Twitter Search then Follow  Cross Platforms  Lists & Circles  Use Your Best Judgement FINDING INFLUENCERS
  23. 23. 23 SOME PAID AND FREE TOOLS TO HELP YOU
  24. 24. 24 GROUPING INFLUENCERS
  25. 25. 25 • Share their content • Educate them • Host them • Give exclusive offers (to them AND their followers) • Show appreciation ENGAGING WITH INFLUENCERS
  26. 26. 26 YOU ARE ONLY AS GOOD AS YOUR CONTENT
  27. 27. 27 BE VISUAL SOCIAL TIPS
  28. 28. 28 TELL STORIES SOCIAL TIPS
  29. 29. 29 USE VIDEO SOCIAL TIPS
  30. 30. 30 INTERACT: ENCOURAG E COMMUNITY SOCIAL TIPS
  31. 31. 31 EMPOWER ADVOCATES SOCIAL TIPS
  32. 32. 32 SHOW APPRECIATIO N SOCIAL TIPS
  33. 33. 33 INSPIRE ACTION SOCIAL TIPS
  34. 34. 34 CELEBRATE MILESTONES SOCIAL TIPS
  35. 35. 35 POST FROM EVENTS SOCIAL TIPS
  36. 36. 36 BE HUMAN OR GIVE THEM A PEEK UNDER THE HOOD SOCIAL TIPS
  37. 37. 37 Don’t call it ‘posting’ – call it ‘planting seeds.’ If you want relationships to grow in social media, you have to nurture them.
  38. 38. 38 YOU’VE CREATED GREAT CONTENT. NOW WHAT?
  39. 39. 39 You’ve created great content, but your engagement rate remains low. Why? On average, less than 6% of your Facebook fans will see your content organically. Some content will outperform this average, but most will need a boost if you want to get maximum value from the time spent creating your content. Boosting is easy and extremely cost effective when targeted. FACEBOOK REACH
  40. 40. 40 (VERY BRIEF) INTRO TO PAID PROMOTION: Achieving Results With Just $1
  41. 41. 41 Facebook is an extremely effective way to reach very targeted audiences with limited budget – all you need is $1 You can reach up to 310 targets, get more views on your content and gain more likes for you page (for just $1, seriously) It only takes 3 steps to promote your content PAID PROMOTION
  42. 42. 42 First, post your A+ content. Then… 1. Click boost post in the lower-right corner. 2. Choose your audience and budget based on how many people you want to reach on facebook and how long you'd like your promotion to run. - Create a new audience of your target’s interest, behaviors, job title, etc. - Or, target people who already like your page (and their friends) - $1 is the minimum daily ad spend - adjust the budget and timeframe to see how this affects your reach 3. Click boost post. That’s it. It’s that easy. PAID PROMOTION
  43. 43. 43 MEASURING SUCCESS
  44. 44. 44 MEASURING SUCCESS | METRICS
  45. 45. 45 URL Builder http://marketingland.com/weird-al-yankovic-social-media- case-study- 91975?utm_source=marketo&utm_medium=email&utm_camp aign=newsletter&utm_content=socialmedia Bit.ly Hootsuite MEASURING SUCCESS | TRACK YOUR SOCIAL LINKS
  46. 46. 46 50 Social Media Measurement Tools MEASURING SUCCESS | SOCIAL MEASURMENT TOOLS
  47. 47. 47 • Create a scorecard • Measure what will get you to your ultimate social media goal • Engagement Rate: • Provided on LinkedIn and Twitter • Calculate your own for Facebook: • Reactions + Likes + Shares + Comments / Reach MEASURING SUCCESS | DIY SOCIAL MEASUREMENT TOOLS
  48. 48. 48 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 MEASURING SUCCESS
  49. 49. 49 CREATE A BLOG TO ARCHIVE YOUR GREAT CONTENT
  50. 50. 50 1. Do you have a S.M.A.R.T. goal or goals? 2. Do you know who your audience is? 3. Do you have great content, with links and images, living on your blog or resource center? 4. Are you measuring results? 5. Are you optimizing your social media strategy based on available data? 5 STEPS TO SUCCESS: A CHECKLIST
  51. 51. 51 Canva – Image creation HootSuite – Scheduled posting Google Analytics – Reporting Bit.ly – Reporting Buzzsumo – Influencer and content inspiration Hashtagify – Hashtag data TOOLS WE LOVE

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