Non profit seminar PP with audio - social media in context
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Social media in context for non profits
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Non profit seminar PP with audio - social media in context
- 1. Maximizing Social Media: Making Your Brand Shine Online Presented by: Dr. Malayna Evans Williams
- 2. First, let’s talk about what’s changed…
- 3. Digital! What does all this change mean for marketers?
- 4. Many to many: the new it ONE-TO-MANY MANY-TO-MANY
- 6. Is that good news? A. Development person B. Best client C. Collection of your customers, staff members, stakeholders and others
- 7. You said “C” right?
- 8. The answer is content. And content is king! But what does that mean for you & your nonprofit?
- 9. We’re all in the content creation biz now
- 10. Ask yourself… Who am I trying to reach? What are their needs? What are their interests? What do I have/know that is important to them? How do they consume info? What can I develop that will be of use to them? How can I leverage my expertise to alleviate their concerns? How often do they want to hear from me? What action do I want them to take?
- 11. But distribution is queen!
- 12. Three pieces of the distribution puzzle WEBSITE EMAIL SOCIAL
- 13. Keep it in context ONLINE ACTIVITY
- 14. Distribution is everywhere… all the time
- 15. Social Media 101
- 16. why social media? Increased brand recognition Improved brand loyalty Higher conversion rates Increased brand authority Improved traffic to site and email list Better SEO Lower marketing costs Richer audience experiences
- 17. know where you belong * What is your objective? * What’s your organizational mission? * Who are you trying to engage with? * Where are they? * How can specific platforms advance the mission? * Can you sustain the commitment?
- 18. Social platforms to know… Social sharing site with 1 billion active users worldwide. 72% of online adults visit Facebook at least once a month. Microblogging site with over 560 million active users that limits each post to 140 characters. 78% of Twitter’s active users are mobile. Business oriented social networking site with 250 million active users, 79% of whom are over 35. Forty-four thousand is average number of of daily mobile job applications.
- 19. Social platforms to know… Social site with over 400 million active users built by Google that allows brands and users to build circles. Average time spent on Google+ per user is 7 minutes a month. Social sharing that’s all about discovery and has 70 million active users, 80% of whom are female. Twenty-three percent of Pinterest users visit at least once a day. Social sharing site built around pictures, and now 15 second videos, that skews young and reached 150 million users.
- 20. Put another way…
- 21. Finally, next steps and usage tips
- 22. RULE 1: relevance rules • helps people do their job • makes people feel good about themselves • informs and entertains • blows people’s socks off (then gets them to buy new slippers!)
- 23. RULE 2: interactive engages
- 24. RULE 3: (visual) stories move people
- 25. COLOR RULE 4: looks count
- 26. RULE 5: language elevates
- 27. My point? E N G A G E
- 28. RULE 6: consistency is key
- 29. RULE 7: repurpose, reuse, reshare, cross-pollinate
- 30. RULE 8: empowerment is a good thing
- 31. RULE 9: authentic rocks. (It just does)
- 32. RULE 10: metrics are good. engagement is better!
- 33. Thanks for your time & attention!
Editor's Notes
- We’re all here today to talk about social media. But there’s no way to do that topic justice without placing it in the broader context. A few years ago, none of us used phrases like “tweet that” or “post the selfie”. Social is part of a broader shift in the digital and landscape that has changed how communications happens. Before we dig in, it would be great to know where everyone is at with this now. Do we have a few new? Pros? Etc…
- Digital has ushered in profound changes in how your target audiences consume and create news, make buying decisions, contribute time and money to causes, research topics of interest, and share information about brands with their networks. In fact, the web has changed everything we do, from falling in love to creating music. But what precisely does this mean for marketing and communications?
- Online assets and platforms are unique in how they are consumed and shared. Remember the old marketing theory of Push vs. Pull? We used to talk about marketing in this way… With Push Marketing, companies seek customers by pushing out their products and services out to consumers. Television, radio, newspaper ads, and direct mail are all examples. Pull Marketing is when companies tempt customers to them, pulling them in to their brand via search, whitepapers, media coverage, etc. Both are, generally speaking, exs of a One-to-Many approach. But now there’s something new happening…The old ONE to MANY marketing strategies are being augmented by new MANY to MANY strategies, and social media is a huge part of this
- Put another way, you audiences how have very strong voices, whether you want them to or not. People are more empowered than ever with a multitude of ways to be heard. Your audiences are now key to your brand’s online reputation; thus, they’re key to your brand’s success. You can’t change that. You can embrace it!
- Think about it this way... Imagine you’re having a sales competition. Who do you think would win the race, selling your brand most effectively? Your very best rock-star development person Your most enthusiastic and fanatical client C. A large collection of your customers, staff members, stakeholders and other engaged audiences sharing their honest opinions about your brand
- You said “C” right? Right. Your own membership, employees, and other engaged audiences are an incredibly valuable, perhaps largely untapped, resource. First, who are your audiences? Anyone paying attention to, engaging with, or sharing opinions about your brand is a member of your audience. Understanding the different audiences your brand must communication with, and then engaging them in a positive fashion, is increasingly important in this many-to-many marketing climate But what do your audiences want from you? How can you help them proselytize for your non profit effectively, help them raise revenue, drive participation, and contribute to organizational goals? (because really, that’s what folks expect from social media at this point… we’ll discuss how realistic those expectations are shortly).
- Increasingly, this mean creating and sharing brand-centric, and for non profits, mission-centric, content. Why? Because content is king! Building relationships online, thru social media or other channels, is a conversation. And you have to have interesting things to contribute to this virtual chit chat. Like in the real world, building strong relationships takes time and effort, but laying a good foundation by sharing good content--tactical tips, how-to guides, do’s and dont’s, transferable content like video and images, heartwarming stories and other relevant, informative, entertaining and/or useful content will—slowly but surely—help you develop positive and interactive relationships.
- What that means is: we’re all in the content business now. You can’t do social media well, you can’t grow relationships online well, without a good content creation strategy. In short, you want to give your audiences what they want: content that is relevant, engaging, educational, moving, human, funny, timely, conversational, informative, useful. Ask yourself key questions…. Who am I trying to reach? What are their needs? What are their interests? What do I have/know that is important to them? How do they consume info? What can I develop that will be of use to them? How can I leverage my expertise to alleviate their concerns? How often do they want to hear from me? What action do I want them to take? Like any relationship, generosity counts so share your knowledge, expertise, humor, information and resources unstintingly. Tools best suited to effectively reach your audience are designed, developed, distributed, shared… and often repurposed and reused for secondary, even tertiary, audiences.
- Who am I trying to reach? What are their needs? What are their interests? What do I have/know that is important to them? How do they consume info? What can I develop that will be of use to them? How can I leverage my expertise to alleviate their concerns? How often do they want to hear from me? What action do I want them to take? Like any relationship, generosity counts so share your knowledge, expertise, humor, information and resources unstintingly. Tools best suited to effectively reach your audience are designed, developed, distributed, shared… and often repurposed and reused for secondary, even tertiary, audiences.
- But if creating great content is the first challenge—and we’ll circle back around to some tips on how to do that well in a few minutes—then the other half of this happy couple is distribution. What do you do with that great content once you have it? Because here’s no value to content if it isn’t shared and used by your audiences. That’s why distribution is queen… regent!
- Social Media is part of the key to growing successful relationships with your audience, which, in turn, helps them help you. (That’s the proselytizing I mentioned earlier) But keep in mind that there are other Important places to share content that should be considered in tandem with social media. One way to view it is as a 3 pronged approach: Website, Email & Social. Its very difficult to create a strong social media strategy without viewing it in this broader context and have a plan for how these three pieces of the puzzle interact. You simply cannot do social well without a plan and that plan must recognize that social is one aspect of your online strategy. For virtually any brand, web and email are two others.
- And, every organization needs to think about their own priorities, how these three pieces of the puzzle fit together for their brand, how resources are divided between them, how content is customized or repurposed across them. Although we’re here to talk social, It is useful to pay attention to real online activity so you put Twitter and Facebook and Instagram and Yelp and Vine and Snapchat in a realistic context. Know which online activity is most popular?
- Its also important to keep in mind that when we talk about digital trends, or social media, or web content, it’s key to think about the implications of the ever-present access we enjoy. Because your audiences are online, they’re everywhere… all the time. If you’re communicating online—via social, email or your own website--your messages are reaching people in the grocery store, at a soccer game, boarding a plane, even in bed as they check email, blog and social sites on their laptops, iPads, and Blackberries. And they don’t just get messages on the go. They create, share and pass-on messages to their networks from everywhere as well. This is why great content matters so much—it’s a good way to get them to spread the good word for you. Mobile has untethered us from our office, enabling us to work and stay in touch on the go. This means many things for marketers, but one thing that is often overlooked is that developing online assets for mobile means thinking about how your assets will look and work across systems and devices, if your text will be big enough to read on a small screen, if navigation is adequately touchable… because the finger is the new mouse. Etc.
- But with the importance, ubiquity and accessibility of online assets and platforms in mind, we’re here, above all, to chat social. So lets dig into this particular piece a bit deeper
- First, because social Media is a big piece of the pie, its worthwhile to think about what your expectations of the medium are. What will you get out of social? There are many answers, and they vary across brands. It’s essential to point out that this is a marathon, not a race. It takes a clear plan, consistent branding/messaging/voice, a good content creation strategy, a giant dose of patience and realistic expectations to get the most out of SM. ???s But that aside, here are a few key benefits you might want to think about as you kick-off, or tweak, your social media strategy. These are realistic goals for most brands.
- Social Media is a gargantuan, unruly mess. Although it is indeed a great place to share content, grow relationships, and move calls to action forward, it’s so vast and fluid that figuring out where your brand belongs can be very tricky. All the noise aside, not all brands need to be on all platforms. Before you jump in, here are a few questions ask yourself: ???s Once you understand what you hope to achieve using social media, choose the platforms that move your org in that direction.
- Although we don’t have nearly enough time together to comprehensively cover the wide variety of social media sites that now populate the web, but I did want to flag six of the most essential platforms, specifically to highlight their benefits. Each has it’s own audience, value, quirks, capabilities, etc. and each requires a different approach to what you share and how often, but I think understanding what they bring to the table is a good start. So I’m going to flip thru then and note benefits… Here’s one I bet you all know: Facebook. The real benefit of FB is that it’s a great way to communicate with an audience in unobtrusive way. It’s best at interacting on a personal level with contacts and sharing all multi-media content in a single place. Twitter benefit: Fast paced with multiple, often short-lived, messages. It’s best at sharing quick and frequent updates about your brand and expertise and also great for monitoring chatter about your brand. Linked in Benefit: Brands can help potential and current associates connect and network
- Google+ benefit: Fewer brands using it but great fit for some. It’s also an SEO juggernaut if you’re looking for ways to optimize your presence. Pinterest is a great way to share visual stories, especially those related to fashion, design and food. Finally, coming in #6 today, Instagram offers the opportunity to share provoking images. It’s best place to share photos with a mobile audience in real time.
- I couldn’t resist giving you a funnier view of social platforms… in part because, as we’ve been discussing, great content is just fun to share and this infographic is a pretty good example. There are a bunch of these on the web but I think this one captures the vibe of the various platforms quite well.
- We don’t want you to leave here today without some very concrete tactics to keep in mind as you grow your social engagement. Here are the top ten tips and tactics for content and social media engagement…
- Above all, no matter who you’re reaching out to, or how you’re reaching them, make sure every bit of content you share includes relevant and valuable pieces of information. If you’re wondering if your content is truly relevant, here are a few things to keep in mind. Relevant content (click, click…) And be strategic about this strategy: one off pieces of content and one a month tweets won’t do you any good. Have a plan.
- And your digital content should also be dynamic, interactive and engaging. (Hint: If you’re creating content that functions like a print piece, you’re doing it wrong.) Get creative with video, image players, graphics, quizzes, motion, social media elements and more. So to name just one example, create a Annual Report with tweetable quotes from your ED, with surveys and questions to invite real time responses, with bar charts that hop and grow catching the viewers eye and highlighting your good news, with a donate button that actually drives revenue. One difference between social media and other assets your org creates, is that social media is more immediate and interactive than most other platforms. Two take-aways to keep in mind: Talk back, ask questions, engage and interact. Be truly social. Don’t just talk about your brand. Be an expert and resource on your subject and share useful links and info beyond your own by sharing your work and others. Be an issue-centric expert. Oh and go ahead and ask for that donation. But not exclusively. And it will work better if it’s part of a larger story.
- People think in narrative. Research from various fields underlines how essential storytelling is not just to making brands coherent, but to the way humans think and experince the world, organize our own understanding of ourselves and everything around us. You’ll get a lot more bang for your buck, and efforts, if you tell your story as a story. Before and after stories are very effective for nonprofits. And HUMANIZE your brand. For nonprofits, this is often just a matter of talking about the real difference you make in the lives of your clients. Bring your passion to this brand story telling. If you don’t really care, why should anyone else? But its not just telling stories, it’s telling visual stories.Here are a few stats about visual info, just to share why it really matters: The average person’s attention span in 2012 was 8 seconds. That’s one second less than a goldfish! … 90% of information transferred to the brain is visual and visual info is processed 60,000 times faster than text…. Online publishers who use infographics grow in traffic about 12% more than those who don’t…. Pinterest generated more referral traffic in 2012 than Google+, YouTube and LinkedIn combined. This is all actually terrific news for you. Because the bottom line is: while for profit companies are struggling to find ways to connect emotionally (experiential marketing, visual storytelling, etc., etc., etc.), non profits already have stories because you;re in the business of doing good for people... Building coherent, and visually appealing, narratives about the many people your Mission impacts can help you achieve fund raising and organizational goals. In addition to having an authentic and consistent voice, and being visually interesting, your stories will do you more good if they’re interactive and shareable.
- Since we’re ALL in the content business, we’re all competing for eyeballs. So your content needs to STAND OUT. First impressions count—you have a few seconds to make an impression every time you’re in front of your viewers. What kind of impression are you making? So this means several things. First, while each platform has it’s own design considerations, flowing branding across them in a consistent but platform sensitive way is key. Everything your brand creates and shares should communicate your branding: visually, instantly. No matter what your brand is, Investing in good design pays off. One good way to get a handle on how much work you have to do here, is to put all your collateral on a big table… print web pages, add brochures and annual reports, etc. Does it look like a single org? Similarly, if you’re on FB, Twitter and Linkedin you want consistency of branding there as well. This is key for elevating brands/ If you find you lack consistency.: get and use branding guidelines so your entire org uses color, graphics, fonts and other visual clues in the same way; thus, elevating your brand with the use of strong, consistent visuals. There needs to be real thought behind how your brand employs language, graphics, color, etc. To dig into that just a bit, lets look at color specifically…. color choice says a lot about your brand…
- Language also needs to be seriously thought out. Used consistently, of course, but also clearly just like design. Are the descriptions of your organization consistent across platforms? Is the language you use? And in addition to being consistent, make sure it’s clear. To demonstrate my point: Do you know what this means? How about this?
- What if I give you this? Then could you figure out what it means? My point is: Jargon, acronyms, buzzwords and other gobbledygook words are a big turn off. If your audience doesn’t have the key, don’t use the language. I bring this up here today specifically because, in my experience, this is a tough one for folks in the non profit world. You guys have a language that doesn’t always transcend your own space, but hopefully your social media friends and followers will be a broader community. So consider what I like to call the grandma rule: show your grandma the text. If she doesn’t understand it on site, it probably needs work. But yourself in the buyers shoes when you employ language on behalf of your brand
- Yes I’ve said this already but its worth repeating. This means using a consistent VOICE, consistent MESSAGE, consistent BRANDING… You have to stay on target with these elements across platforms, even between digital and print This leads to one of the most common questions I get asked about SM. Who in an org should do it? It’s a very important question. Who in your org should be posting to social media channels? Tip: it’s not about age! Think about social media as part of your broader communications strategy. Who writes your newsletter, your Annual Report, your org brochures? How can that person play a role in daily social media posts? Regardless of who pushes the “post” button, your message strategy should be driven by your communications expert.
- The pressure to create content can be too much, even for those of us in the biz. Here’s an insider secret: repurpose, reuse and reshare! Take the founder history video you created for your donor gala and repurpose it for your newsletter. Use the infographic you designed for that news release about your new service and repurpose on your Facebook page. And then, cross pollinate. This means eference your social media, website, email across platforms to invite further participation and grow engagement. For example… Enable email recipients to Pin photos from your newsletter to their Pinterest pages Add a Twitter wiki to your Contact Us or Get Involved page of your website so visitors can view your feed Embed YouTube videos on website Resource page and in Enewsletters and invite viewers to follow your brand Host industry hang-out on Google+ and promote them in Enewsletters and your Twitter feed for other industry experts
- Remember the megaphones we said your audiences now carry? They’ll use them whether you want them to or not. Don’t fight it. Embrace it and empower them to talk about you and share your assets. For example, create a volunteer social media corps – harness the energy and passion of those around you who believe in your cause And to do this well, make everything you do sharable and transferable by enabling your content to be easily shared across platforms. And don’t forget to grow engagement by adding your social media footprint to assets inviting one audience to join you elsewhere
- Remember Stewart Smally’s advice? Some of you know what I mean. But he was right—you’re fabulous and I bet your brand and mission are too. So above all, just be honest and authentic. Yourself is great. Show it! But for social media specifically, as well as content creation more generally, this means you need to stay in your sweet spot and talk about what you know best. And as noted above, this also means talking not just about your mission, your brand, your fabulous clients and employees… but, at times, your competitors. If you’re really impressed with them, go ahead and share that. A stream that is loaded with nothing but news about your brand isn’t nearly as engaging as one that shares related info. This also means making sure your content, branding and messaging are aligned—for example, if you think you’re innovative, and you use the word on your collateral, that collateral better truly communicate innovative (can’t just use the word if everything else is hum-drum and come across as authentic).
- Finally, while there is a lot of noise about metrics—and I’m a huge fan of all sorts of metrics personally, especially used to establish benchmarks, so I don’t want folks to leave her thinking I was talking trash about metrics. But I often see brands make decisions that are ultimately about making metrics visible. That’s fine, tracking people is good. But engaging and informing and emoting is even better. If you’re letting metrics drive your strategy you might end up stranded on a highway. Rather, use quality as your litmus test. In other words, post to drive customer value, not business value. Think of the other things we’ve talked about today. The numbers will come, eventually, if you’re authentic and interesting and interactive and attractive…