HSUS' Social and Mobile Content Strategies
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This document discusses strategies for effective content marketing, particularly for nonprofit organizations. It notes that technology has shifted power to individuals and access to information is now readily available online and through mobile devices. As a result, organizations need to acquire and engage new audiences, especially younger ones, through digital content. The key is creating content that relates to what people care about and ties it to the organization's goals. Data should be analyzed to test what content is most successful in driving outcomes like donations, actions, and list growth. Mobile messaging is also discussed as an important channel to engage audiences briefly but meaningfully.
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HSUS' Social and Mobile Content Strategies
- 1. Women in Business Week Salisbury University #WIBW
- 2. HELLO! We’re Carie and Lara, and we built our dream careers in tech and animals.
- 5. WANT BIG IMPACT? Use big image
- 7. “The social internet has permanently shifted the balance of power between individuals and institutions.
- 8. BEFORE Access to resources were controlled by institutions and therefore were not readily available: 1. Information 2. Entertainment 3. Resources 4. People TECHNOLOGY HAS CHANGED EVERYTHING. NOW
- 9. 55 Average age of a member of The Humane Society of the United States 27 Average age of a fan on the HSUS Facebook page 65 Percentage of traffic to our website coming from mobile devices
- 10. WHAT DOES THIS MEAN FOR OUR ORGANIZATION? We need to continue to serve our existing user bases but acquire and cultivate new ones in a different way.
- 11. HERE’S HOW. We have to shift the way we think about and develop good content.
- 12. GOOD CONTENT SWEET SPOT What the org cares about What people care about Good content takes what people care about FIRST, and ties it to the brand’s messaging and goals. That’s smart content marketing and and that’s how you measure ROI!
- 13. GOOD CONTENT IS RELATABLE. Result = 20,000 new list members
- 14. GOOD CONTENT IS CONCISE. Result = $5,000
- 15. GOOD CONTENT IS TIMELY Result = 100,000 action takers (1/3 from social media)
- 16. SMS & You The future is mobile. Now is mobile. And has been for years. Mobile traffic to humanesociety.org, 1/11: 6.5% Mobile traffic to humanesociety.org, 9/15: 67%
- 17. SMS & You People want to know what needs helping, how they can help, and that their help is ESSENTIAL to the cause. In SMS, you need to do that in less than 160 characters, while offering value. If not, a STOP is 4 characters away. SMS: the most intimate communication on the most intimate device.
- 18. SMS
- 19. GUINEA PIGS? Good content is about them, not us.
- 20. GOOD CONTENT?
- 21. HOW DO WE KNOW? brainstorm test adapt
- 22. WE ANALYZE EVERY. SINGLE. POST. brainstorm test adapt
- 23. SMS Testing
- 24. SMS Testing
- 26. SMS Testing Text HSUS to 30644 to join the HSUS SMS List! Message & data rates apply. Or would apply, if that still applied for most of you.
- 27. VANITY METRICS Tell you how well your content was received. MUST HAVE: METRICS CONVERSION METRICS Tell you if it was successful. visits likes shares donations sales actions Together, you have a winning content strategy.
- 28. THIS IS WHAT MATTERS NOW Take some time to think about how content strategy and content marketing could fit into your future career.
- 29. “ “If you live for the weekends, your shit is broke.” -Gary Vaynerchuck
- 30. QUESTIONS?
- 31. Carie Carlson Director, Social Marketing clewis@humanesociety.org @cariegrls THANKS! Lara Koch Director, Web Strategy lkoch@humanesociety.org @larakoch
Editor's Notes
- Title Job descrip Year and degree Job history – including college My journey
- Title Job descrip Year and degree Job history – including college
- How many of you know what this is from? Lara and I are milennials – but a different kind. Early 80’s the “oregon trail generation” We were the first children to grow up figuring out new technology, as opposed to having an innate understanding of it the way Millennials did, or feeling slightly alienated from it the way Gen X did. This has always fascinated me, and I got into computers at a very young age. *stories* And that’s how we got here.
- and its apparent inside and outside the workplace. Tell the story of when I got hired in 2006 and my first question was “how do you get anything done without IM?”
- And we suspect that when you enter the workforce, this will still be a challenge. So get ready.
- ACCESS IS LESS CONTROLLED BY INSTITUTIONS SO WE RELY ON THEM LESS. Information: books and encyclopeditas Entertainment: tv Resources: banks, transport People: where they physically are
- Navel gazing Ego driven Internally driven Long winded Done to make a partner happy Something someone worked really hard on About us
- We’re seeing a shift based on new generations and the rise of social media. So we analyze everything. Testing is (now) in our culture.
- Testing is (now) in our culture By both conversions and sentiment
- # of likes does not equal success.