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Social Media & Non-Profits
The document outlines effective strategies for leveraging social media in internet marketing campaigns, emphasizing the importance of communication, engagement, and a clear theme. It discusses the various platforms available, such as Facebook, Twitter, and LinkedIn, and their unique strengths in connecting with audiences. The document also highlights the need for follow-up, measurement of results, and the integration of cause marketing to build partnerships and motivate supporters.
Social Media & Non-Profits
- 1. Internet Marketing ThatWorks™
- 2. Internet Marketing Solutions Internet Marketing That Works™ Cause Marketing Meets Social Media A marriage made in heaven! Copyright 2010 Cogo Interactive, LLC All Rights Reserved
- 3. Internet Marketing Solutions Internet Marketing That Works™ What makes a good marriage work? Communication Engagement and interaction Authenticity Ability to relate to each other Sharing a passion around a common cause & mission
- 4. Internet Marketing Solutions Internet Marketing That Works™ Social Media Builds Strong Partnerships Strengthens credibility Business partners appreciate you staying abreast of the latest trends Strengthens existing relationships Conversational Builds trust Forging connections with digital generation
- 5. Internet Marketing Solutions Internet Marketing That Works™ Social Media is a Prospecting Tool Twitter - search.twitter.com: research conversations, make contact with like-minded people, tweet about wins, ask for donations, invite to opt-into lists Linkedin - find decision makers, research specific companies, research competition, create a group and invite prospects and volunteers Facebook - gather background info, connect informally with volunteers & donors Blogging - positions you as the cause expert, allows you to invite prospective donors to “guest” blog
- 6. Internet Marketing Solutions Internet Marketing That Works™ Social Media is a Communications Tool Linkedin - use “Q&A” feature to answer specific questions, recruit volunteers, create a page for your organization Twitter -raise awareness for cause, get staff & volunteers to advocate! Facebook - use “Events App” to invite donors, volunteers to upcoming events, brag about wins, awards Blogging - differentiate from other organizations, great for SEO - provide fresh, timely content Foursquare - have co-sponsor include signage at locations, give away branded items like buttons,
- 7. Internet Marketing Solutions Internet Marketing That Works™ Steps to Creating a Successful Social Media Campaign Copyright 2010 Cogo Interactive, LLC All Rights Reserved
- 8. Internet Marketing Solutions Internet Marketing That Works™ Create a Strong Theme A grassroots charity sponsored a cause campaign called “Cards 4 Cancer Day” The campaign name stated the theme: Make cards for people battling cancer The goal was clear - deliver 100,000 cards to cancer centers around the world Advocates and supporters understood how to participate and what the overall goal was Without financial backing, the campaign was successful because theme was uncomplicated and inspired people to act
- 9. Internet Marketing Solutions Internet Marketing That Works™ Target a Well-Defined Audience Take time to determine who your audience is and where they hang out Facebook, Twitter, and blog networks must be treated as distinct entities LinkedIn is a professional networking platform and is more formal and caters to businesses Twitter is an excellent more informal tool because it allows for fast and constant updates Facebook allows for more detailed messaging and is a better forum for informal dialogue A blog will allow you to go into more depth on a topic
- 10. Internet Marketing Solutions Internet Marketing That Works™ Identify Your Best Social Assets LinkedIn - great b2b connections, business alliances Facebook - large-scale interaction with supporters, ability to rally people, Facebook ads are highly targeted & inexpensive Twitter - when campaigns require voting, frequent updates with supporters and volunteers, digital buzz Blogging - a free publishing forum that will allow you and others to share more in-depth information Foursquare - great way to drive traffic to locations, build interest amongst supporters, virally spread the cause quickly
- 11. Internet Marketing Solutions Internet Marketing That Works™ Energize & Motivate Supporters Make sure you are using social media to ask and call out for volunteers A successful campaign motivates by asking supporters to vote, join other platforms, donate money or share content. Mention that your organization would be good a good reference Are you pitching the social aspect of volunteering with your organization (meet new friends online and offline)? Are you giving them good reason to want to volunteer on your website, and then using social media sites correctly to drive them to that page?
- 12. Internet Marketing Solutions Internet Marketing That Works™ Follow-Up When a cause campaign has ended, there is still work to be done This prepares for the next cause campaign by enhancing what worked and fixing what didn’t Request feedback, share results, and thank supporters - ensures their future participation Heifer International, followed up with their supporters following their Celebrate Mother’s Day campaign by publishing a thank you letter to donors and volunteers on their blog
- 13. Internet Marketing Solutions Internet Marketing That Works™ What and How To Measure Results - Define Goals Create some goals from which you can measure your campaign’s results Some possible goals could include: • Communicate with customers, employees • Drive Awareness • Crisis Communications • Sell Products • Launch a new product • Influence public opinion • Cause Marketing • Promote an event
- 14. Internet Marketing Solutions Internet Marketing That Works™ What and How To Measure Results - Activity Measuring activity allows you to measure: •Visitor traffic •Returning visitors •Video views •Time spent on your site •Number of program registrants •Donations received •Demographic data •Facebook fans •Twitter followers •Referrals from social media sites Google analytics Compete also provides free relevant data Measure search rankings - social media powerful driver
- 15. Internet Marketing Solutions Internet Marketing That Works™ What and How To Measure Results - Participation Web & Blog traffic Are People seeing AND sharing it with others? Use search sites to determine how your audience is participating: • Are they linking to you or • Bookmarking it on delicious or digg? • Are they tweeting, commenting or blogging about it? Tools like “Socialmeter” scans the major social websites to analyze a webpage's social popularity Add a “Share” badge to all you do!
- 16. Internet Marketing Solutions Internet Marketing That Works™ What and How To Measure Results - Profits Poll your donors about what tool inspired them to donate? •End-of-Year print appeal •e-newsletter •Facebook •Twitter •Linkedn •YouTube e-Newsletter subscribers Online donations Event attendance Plot fans, followers, friends, subscribes on a spreadhseet Use Bit.ly or tr.im to track links and set up on tweetdeck or hootsuite to monitor Plot all on a Social Media (ROI) Spreadsheet (ask Peg for the download)
- 17. Internet Marketing Solutions Internet Marketing That Works™ Connect and Automate Publish and repurpose using social media tools Allows you to monitor several social sites at once Monitor tags or keywords Monitor any mention of your name or business Maintain multiple accounts Set up Hootsuite & integrate with Ping.fm Tweetdeck is another app that allows you to publish 1x Nutshell mail brings summary of social network updates in an email
- 18. Internet Marketing Solutions Internet Marketing That Works™ It’s Time to Leverage the Power of Social Media! Set up a “share” badge on all pages so members/donors can share the good will Keep supporters updated on progress of campaign with images on Flickr, posts on Facebook, tweets, After a poll/vote, ask users to broadcast their selection to their Facebook friends Add “Volunteer” & “Donate Now” links to all social media sites, blog, website Add volunteer testimonials to your website, blog and FB page Blog regularly to distinguishes you from your competitors Combining cause marketing with social media gives you an edge over your competitors Focus on 1-2 actions – measure, change, start again
- 19. Internet Marketing ThatWorks™ www.cogoresults.com facebook.com/cogoresults peg@cogoresults.com linkedin.com/pegmcdermott www.thecogoblog.com @cogomojo 703.885.8406 twitter.com/cogomojo