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WWW.JCSOCIALMARKETING.COM
ABOUT JULIA
Mom of 2
Former Development and Marketing
Director at small shops
Author, Storytelling in the Digital Age: A
Guide for Nonprofits
Passionate digital marketing evangelist
Instagram: @JuliaCampbell77
WWW.JCSOCIALMARKETING.COM
WWW.JCSOCIALMARKETING.COM
Connect
Get the Digital Storytelling
Workbook:
Text WORKBOOK to 33777
THE SOCIAL
MEDIA
LANDSCAPE
My trusted sources:
Pew Internet
M+R Benchmarks
The Global Trends in Giving Report
2020
eMarketer’s US Social Media Usage
Report 2020
WWW.JCSOCIALMARKETING.COM
WWW.JCSOCIALMARKETING.COM
WWW.JCSOCIALMARKETING.COM
WWW.JCSOCIALMARKETING.COM
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DOES SOCIAL MEDIA MATTER FOR
NONPROFITS?
YES, 94% of NGOs worldwide agree that social media is
effective for creating online brand awareness
YES, 30% of nonprofit website traffic currently comes
from social media
YES, 36% of social media users say that they have
used social media sites like Facebook and Twitter
in the past month to show support for a cause
Source: Global NGO Technology Report
www.jcsocialmarketing.com
WWW.JCSOCIALMARKETING.COM
DATA INSIGHTS
CHANGING BEHAVIOR
% who say the following are main reasons for using social media
Because my friends
are on them
To stay in touch
with my friends
To network for work To follow celebrities
or celebrity news
To research/find
products to buy
2015: 37%
2018: 31%
Trend: -16%
2015: 44%
2018: 40%
Trend: -9%
2015: 22%
2018: 24%
Trend:+9%
2015: 15%
2018: 19%
Trend:+27%
2015: 23%
2018: 30%
Trend:+30%
Source: Pew Research Center
5 SOCIAL MEDIA
STORYTELLING TRENDS
WWW.JCSOCIALMARKETING.COM
TikTok
Stories
Livestreaming
Audio platforms
Takeovers
THE TIKTOK
REVOLUTION
Easy to grow an engaged
following quickly.
Engagement figures are
exceptionally high on the
platform.
TikTok is also really good at
keeping people on the app, as
users typically interact with
it 45 minutes a day.
WWW.JCSOCIALMARKETING.COM
THE TIKTOK
REVOLUTION
What sets it apart and why
people love it:
Low-fi video focused on
transitions, video effects, and
sound, more than it is on filters
that change your body.
Audience generosity and
engagement
Easy-to-do creative concepts
WWW.JCSOCIALMARKETING.COM
STORIES
Content – videos and photos –
that disappear after 24 hours.
Snapchat, Instagram Stories,
Facebook Stories, LinkedIn
Stories, Twitter Fleets
Stories create a sense of
urgency and relevancy
because your followers don’t
want to miss a thing.
The benefit – we want to be
connected to the causes and
people we follow every day!
WWW.JCSOCIALMARKETING.COM
STORIES
Stories are incredibly popular
and run in chronological order –
no algorithm here!
Stories put a more human face
on your nonprofit and make it
more accessible.
Share real-time updates about
news, announcements,
campaigns, events, and more.
WWW.JCSOCIALMARKETING.COM
LIVE
STREAMING
Beats the algorithm – gets
more engagement and views.
Puts people into the action, in
the moment.
The video can be repurposed
after the livestream ends –
embedded on a blog,
uploaded to YouTube.
WWW.JCSOCIALMARKETING.COM
LIVESTREAM
FUNDRAISING
During Suicide Prevention
Awareness Month, the Seize
the Awkward campaign ran a
three-day Twitch event to
raise funds for their mental
health work.
More info: Going Live: How
Nonprofits Are Reaching
Younger Donors by Streamig
Games Online
WWW.JCSOCIALMARKETING.COM
AUDIO
PLATFORMS
Clubhouse
https://www.joinclubhouse.c
om/
Twitter Spaces
https://help.twitter.com/en/
using-twitter/spaces
Live Audio Rooms on
Facebook
Example of fundraising on
Clubhouse:
https://www.clubhouselovest
exas.com/
WWW.JCSOCIALMARKETING.COM
TAKEOVERS
WWW.JCSOCIALMARKETING.COM
WWW.JCSOCIALMARKETING.COM
TRENDS
COME AND
GO
WWW.JCSOCIALMARKETING.COM
PASSION
MATTERS SO
MUCH MORE
THAN SHINY
NEW TOOLS.
WWW.JCSOCIALMARKETING.COM
QUESTIONS?
Blog:
www.JCSocialMarketing.com/Blog
Instagram: @JuliaCampbell77
Get the Digital Storytelling Workbook:
Text WORKBOOK to 33777
www.jcsocialmarketing.com/workbook
WWW.JCSOCIALMARKETING.COM

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5 Social Media Storytelling Trends for Nonprofits

Editor's Notes

  1. My first P2P fundraising campaign
  2. YouTube and Facebook continue to dominate the online landscape, with 81% and 69%, respectively, reporting ever using these sites. And YouTube and Reddit were the only two platforms measured that saw statistically significant growth since 2019, when the Center last polled on this topic via a phone survey. While there has been much written about Americans’ changing relationship with Facebook, its users remain quite active on the platform. Seven-in-ten Facebook users say they use the site daily, including 49% who say they use the site several times a day. 
  3. YouTube and Facebook continue to dominate the online landscape, with 81% and 69%, respectively, reporting ever using these sites. And YouTube and Reddit were the only two platforms measured that saw statistically significant growth since 2019, when the Center last polled on this topic via a phone survey. While there has been much written about Americans’ changing relationship with Facebook, its users remain quite active on the platform. Seven-in-ten Facebook users say they use the site daily, including 49% who say they use the site several times a day. 
  4. Adults under 30 stand out for their use of Instagram, Snapchat and TikTok Majorities of 18- to 29-year-olds say they use Instagram or Snapchat and about half say they use TikTok, with those on the younger end of this cohort – ages 18 to 24 – being especially likely to report using Instagram (76%), Snapchat (75%) or TikTok (55%).1 
  5. Before we begin, a bit about the landscape we are entering into. Landscape There are just three of many reasons that your nonprofit needs a strategic social media marketing plan going into the end of this year and to prepare for next year. 
  6. Social media started as a way for people to connect and communicate with friends and family. However, as it became more and more popular, brands began recognizing it as a great opportunity to interact with their target audiences and customers, as well as to expand their reach and grow.
  7. Once assumed as a channel that’s just for kids, the TikTok user-base is diversifying fast with brands, influencers, YouTubers, parents, and even grandparents joining the fun. Built for music It’s so easy to add tracks to your videos in the app — they’re segmented out by dance crazes, “LOL Sounds”, viral tracks, and a pretty broad list of genres and moods.  Low-fi video: Post-production is done in the app using native tools, and the editing is focused on transitions, video effects, and sound, more than it is on filters that make you look more tanned or change your face or body. TikTok’s has a unique audience. The majority of TikTokkers are young, so spontaneous, and generous with reactions to content — likes, shares and comments — so videos easily take off reaching hundreds of thousands of views much faster than other platforms. TikTokkers take trends and put their own spin on them, while the linked music and hashtags are the common thread pulling the remixes together. Overall, what works on TikTok are concepts that people can easily recreate which have an element of fun, surprise, and a track that is both catchy and of-the-moment.
  8. Your nonprofit should always be trying to connect with and build up new audiences – don’t rule it out just b/c your baby boomer donors don’t use Stories. And that coveted younger audience you want to reach so desperately? They are on there!
  9. The Seize the Awkward campaign encourages teens and young adults to have difficult conversations about mental health by prompting them to reach out to friends or peers who may be at risk for suicide. September is Suicide Prevention Awareness Month