2014 NPD Best practices in merging social media and nonprofit marketing

Best Practices in Merging
1
Social Media
and Nonprofit Marketing
AFP-NY Westchester
National Philanthropy Day, Nov. 7, 2014
Presenters:
Marc W. Halpert, connect2collaborate @marchalpert
Maria Semple, The Prospect Finder LLC @mariasemple

Contacting Us
Name Contact Info
Maria Semple www.linkedin.com/in/mariasemple
maria@theprospectfinder.com
908-256-4433
www.TheProspectFinder.com
@mariasemple
Marc Halpert www.linkedin.com/in/marchalpert
marchalpert@connect2collaborate.com
203-373-0875
www.connect2collaborate.com
@marchalpert

Why use social media?
Your competitors are social
93%
Nonprofit
Source: Nonprofit Social
Networking Benchmark Report
86%
B2C
Source: Uberflip
87%
B2B
Source: Clearpoint Agency

Why use social media?
It influences decisions
68%
learn more about
a charity if they
see a friend
posting about it
Source: MDG Advertising

5
Email + Social
Email & Social
You have to use both
Amplify your email
Drive traffic back
to your list, email, etc...

Top 6 social networks
7
Which social media?
The top networks
Facebook
Pinterest
LinkedIn Twitter
Instagram Google+

Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
8
Facebook
Facebook content

High volume/low value
Minimum: 5 X per day
Maximum: none
Quantity is key
9
Twitter
Twitter content

Low volume/high value
More formal and technical
10
LinkedIn
LinkedIn content

11
Google uses an algorithm
You need to create fresh
content regularly
Use the right keywords
Google ♥ Google
Google+
Let’s talk about SEO

Medium volume/high value
Keywords = searchability
12
Google+
Google+ content

High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
13
Pinterest
Pinterest content

14
90% of information
transmitted to the brain is
visual
Photos are liked 2X more
than text updates
67% say images are very
important in selecting and
purchasing a product
Pinterest
Why visual content is
important

What do I say?
What do I say?
Get likes, shares,
comments
Entertain, invite conversation, ask
questions, images & video
50%
Be useful & informative
curate content 30%
Industry info, hints + tips,
About your business
Calls to action, not “buy now” 20%

Case Study: Waveny LifeCare Network (waveny.org):
16

17
Waveny’s Email Marketing:
Branding consistent
with website.
Clear call to action
and Waveny’s social
media icons.
Mobile Responsive
Template
Good Use of Photos
Only one message

18
Facebook.com/wavenycarenetwork

“You don't get to decide
which device people use to
access your content.
Karen McGrane, author of Content Strategy for Mobile
20
@karenmcgrane
They do.”

30%
of users UNSUBSCRIBE
from email lists after
receiving mobile email
that doesn’t look good.
Source: Blue Hornet
21
29%
of Americans use ONLY
mobile devices to access
the internet.
Source: ondeviceresearch.com
This image cannot currently be displayed.
50%
of email is opened on a
mobile device.
Source: Litmus.com

Tip 1
What to do today
22
Avoid
using too
much text.

What to do today
Tip 2
Avoid
multiple
columns.
23

Tip 3
What to do today
24
Clear and
easy calls
to action

What to do today
Tip 4
Avoid tiny
fonts.
Minimum: 22-point
headlines, 11-point
body text, improved
contrast
25
9-point font,
headlines don’t
stand out

What to do today
Tip 4
Avoid tiny
fonts.
Better: 22-point
headlines, 16-point
body text
26

What to do today
Tip 5 Use images carefully.
27

28
Next Steps
Tools to expand your reach
Social media buttons

29
Next Steps
Tools to expand your reach
Simple Share tool

Tools to Manage Social Media
Hootsuite
Social Media Management Dashboard
30
Free Plan: up to 3 social networks
Pro Plans start at $9.99 per month.
Allows up to 50 social networks

Tell the world
WHO you are
WHY you are unique
NOT what you do
©Marc W. Halpert 2014 | All rights reserved | www. connect2collaborate.com | www.linkedin.com/in/marchalpert | Nov 2014

Snapshot of YOU
• Top level data on you
•Name, personal description, location, generic industry,
photo
• Can be forwarded to someone else
• Entire profile is printable / pdf / vcard
• Follows you all over LinkedIn

Why your snapshot
is so important

• Photo shows her approachable, currently and in action
• Her headline contains 104 chars w/spaces (you only get 120)
• Makes you want to read more: top line
• Full of keywords

• Connect to those you know
• Nurture those connections
• The magic seems to start at 500
• Quality not quantity

CRM function allows me to keep
notes on contacts:
• Notes to me about her
• Reminders to me
• Memory jog of how we met
• Messages exchanged
• Tag her in a group
• Only I can see these from my
side.

Contact info:
• Email address
• Twitter /FaceBook/About.me/Instagram, etc.
• Website(s); if >1, describe them
• Phone number; office/cell/both
• Address is optional

Segué: Focus on LinkedIn personalized URL

Steps to personalize
your LinkedIn URL
Then you will be prompted to input your password again

Use your personal LinkedIn URL
www.linkedin.com/in/marchalpert
not
www.linkedin.com/pub/marc-halpert/
b/925/a41
Business card
Email signature line
Marketing materials

Summary:
Elevator pitch: “why
you” in your own
language
Aim at the audience
Highlight who you
are and HOW you do
what you do
Use keywords!
Include specialties:
Elaborate on your
specific skill set or
expertise levels
Use keywords!
Attach rich multimedia
to add to the impression

Experience:
Shown in chron order,
beginning with most
recent start date
Economy of words
Make it easy for reader
to visually scan
NOT resume material
NO fabricating or
exaggerating!
Show your personality
but be professional: why
you?
Notice icon showing
automatic link to
LinkedIn company page

Interested in helping a nonprofit?

Distributing news to colleagues

Goal:
Make your LinkedIn profile
tell others
©Marc W. Halpert 2014 | All rights ©Marc W. reserved | Halpert www. www.linkedin.com/in/connect2collaborate.marchalpert com | www.May2010
linkedin.com/in/marchalpert || NNoovv 22001144
©Marc W. Halpert www.linkedin.com/in/marchalpert Jun2010

Wrap up on making a dynamic personal profile
•Have a complete profile, smartly presented
•Be searchable
•Use multimedia and graphics for visual effect
•Tell WHY YOU
•Use analytics to determine effectiveness of your posts
•Take advantage of LinkedIn BoardConnect
•Get out there and connect2collaborate with other
great people for top notch collaboration

Goal: Reinforce your organization’s brand in
its company profile
50

What should your LinkedIn
profile tell others?
©Marc W. Halpert www.linkedin.com/in/©Marc W. Halpert 2014 | All rights reserved | www. connect2collabormaatrceha.clpoermt | www.Olicnt2k01e0din.com/in/marchalpert | Nov 2014

Tell the world
WHO your organization is
WHY your organization is
unique
NOT what you do

good “hero image”
graphic
clear self-description
SEO keywords in specialties
easy clickthru to website

updated news
information for public
human interest stories,
successes
thank yous/
acknowledgements
events

good graphic
clear self-description
easy clickthru to website
call to action: full info and
registration

Advanced Search
Click on
“Advanced”
for more
robust search
features and
targeted
searching!

Advanced Search
Board Connect allows for
greater searching
capacity!

http://nonprofits.linkedin.com/

Same as Talent Finder
account ($1,000s value)
Amplify your ability
to search and to
reach
FREE for one person
at your nonprofit
Register for the next webinar:
http://nonprofit.linkedin.com/resources/webcasts/webinar.html?trk=%20NP_LIFG
_h_btn_r

A gift to you from LinkedIn
LinkedIn will give anyone attending this
seminar 3 free postings for volunteer or
nonprofit board positions.
Please email
volunteermarketplace@linkedin.com
with the subject line “AFPWestchester” and
LinkedIn will send you the relevant
information.

BoardConnect LinkedIn Group

LinkedIn for Good: Resources
http://volunteer.linkedin.com/
where
LinkedIn
members can
go to find
opportunities
to use their
skills to
change the
world –
currently
have 000’s of
opportunities

What should your LinkedIn
profiles tell others?
©Marc W. Halpert www.linkedin.com/in/©Marc W. Halpert 2014 | All rights reserved | www. connect2collabormaatrceha.clpoermt | www.Olicnt2k01e0din.com/in/marchalpert | Nov 2014

Parting Thoughts
•Complete personal AND company profile, smartly
presented
•Tell WHY YOU/WHY YOUR organization
•Search and be searchable
•Join the right groups and participate!
•Take advantage of LinkedIn BoardConnect and the
special offer
•Actively connect2collaborate with other top notch
people

2014 NPD Best practices in merging social media and nonprofit marketing

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