Social Media seminar focusing on engagement of influencers and identifying target audience via social media

1. SOCIAL MEDIA SEMINAR
SusanTenby @suzboop
susantenby.com
Ploughshares Fund Feb 2016

2. Director of Community and
Partnerships, Caravan Studios
The Original Online Community
Manager,TechSoup
Founder,
The San Francisco Online
Community Meetup (OCTribe)
Social Media Consultant

3. OBJECTIVES
1. How to Curate and Create Content that People Want to
Share
2. Become an influencer on Social Media as an Individual and
Organization, focusing onTwitter and LinkedIn
3. Cultivate and Convert Prospects to Fans to Donors with
Social Media
4. Connect with Journalists Using Social Media

4. AGENDA
1. Content
1. Content Mix
2. Content and Best Practice on Facebook, Instagram,
Twitter, and LinkedIn
3. Content Curation
4. Content Creation

5. AGENDA
2. Cultivation
1. Cultivate and Convert Advocates and Donors through
Social Media and Online Fundraising
2. IdentifyYourTarget Audience on LinkedIn,Twitter, and
Facebook
3. Twitter: Tips, GrowingYour Email List,Tweet Chats,
Network Map
4. Converting aTweet into a Lead
5. Engaging Existing Donors
6. SocializingYour Staff

6. CONTENT MIX
Create and Curate Awesome Content
Make Your Content
Discoverable and Enchanting

7. Popular Content Ratios
All ratios skew towards more about others, less about you.
• 25-25-25-25
– 25% you (including UGC), 25% others, 25% news, 25%
enchantment
• 5-3-2
– 5 from others, 3 from you, 2 personal status
• 555+
– 5 about you, 5 about others, 5 replies, + misc. posts that
add value like UGC
• 30-60-10
– 30% owned, 60% curated, 10% promotional
Resource: https://blog.bufferapp.com/self-promotion-in-social-media

8. Content on Facebook
Mind the algorithm.
Types of Content
• Sharing
– Posts from other Pages
• Original
– Video
– Photo(s) + link, photos in
Timeline, photos as Album
– Link, carousel
– Event, notes, live video

9. Content on Facebook
Best Practice
• <40 characters
• Native video
• Sharing other posts and videos from Pages your audience
may already like/follow
• Pay to play
• Average lifespan is 6 hours
• Frequency for the average, non-media Page is 1-2 times a
day

10. A short, strong
message,
humanizing the
issue

11. If it’s a blog post
Make sure to tag orgs
references
Make sure image is populated

12. Be wary of
posts with
photo + link
Web page is not optimized
with Open Graph markup
www.developers.facebook
.com/docs/sharing/webma
sters

13. Make your content useful to others

14. Content on Instagram
It’s more acceptable in Instagram to make it all about you.
Types of Content
• Reposts/Regram app
• Stock/Free to edit images, layer with text
– Could bring awareness to millennials, encourage sharing
• Original Images
– smartphone photography, professional photography
– illustration
• Original 15 SecondVideos (ads can be 60 sec)
– stop motion, animation, slideshow of photos, still image with audio,
candid video, professional video

15. repost of
user-generated
smartphone
photos
animation
professional
photograph
illustration

16. No
hashtags
No
response to
comment
Link in bio
is sufficient

17. Content on Instagram
Best Practice
• Experiment with short- and long-form posts
– Amount of characters shortened before you have to click “view
more.”
• Hashtags
– Use max of 5 hashtags (allowed up to 30).You can comment on the
post with the hashtags instead of populating the caption with several
hashtags.
– Research hashtags and vary them by popularity.

18. Content on Instagram
Best Practice
• Tag location and relevant people if any.
• Change the link in bio away from homepage depending on
campaign or event.
• When reposting, ask for permission and then attribute in
caption and/or show as watermark with a repost app.
• Ideal frequency is once a day.
• Engage to grow your followers by searching for hashtags on
you and related to you. Like and comment on those posts.

19. Content onTwitter
Types of Content
• original tweets, gifs, video (30 seconds)
• RTs, retweet with comment, reply
• Twitter Cards
• Periscope,Vine

20. Content onTwitter
Best Practice
• One-on-one engagement
• 1-3 hashtags
• Be generous =
• Tweets with images can get 150% more engagement
• Attribute by appending “via @source”
• Life span of tweet is about 15 minutes
• Ideal frequency is 3-5 tweets a day

21. Tweets get more engagement with…
• tweets with links get retweeted 86% more
often.
• If you can keep the tweet under 100
characters, you’ll also get 17% more
engagement.
• Images perform far better than videos
• Create image-based quotes with your logo,
and then push them out onTwitter.

22. One hashtag
Attribution
via
@mention
Includes
image.
Website is
optimized for
Twitter.

23. No hashtags.
No retweets of other
content.
No tweets of third-
party content.
No signs of
engagement through
replies or comments.

24. Content on LinkedIn
Best for searching for connections to staff, volunteers, and board
members.
Types of Content
• Status Updates – no more than one every day, maybe every 2
days
• Blog Posts via Pulse

25. Top 10 Linkedin Fallacies

26. Your staff can help yr Linkedin Page
Via Lori Ruff, “The Linkedin Diva”

27. Content on LinkedIn
Personal Profile
• Improve your profile
– Profile picture
– Summary
– Education
– Volunteer experience and causes
– Detailed work experience for at least 3 recent positions
– Skills
• Connect withVolunteers and Board Members
• Post status updates
– Post at peak activity times
– Lead with a catchy first line
– Reciprocate
• Post blog posts

28. http://RockLinkedIn.com.
• 15-20 minutes each day on routine tasks like
checking their inbox, accepting invitations and
sending thank yous, engaging groups, scanning
homepage (to like or comment on updates from
their network) and connecting to a couple of
people that they know.
• 15-20 minutes /3x week
• For active lead generation campaigns, we
recommend a process that takes 30-60 minutes a
day.
• http://itsmyurls.com/loriruff

31. Follow Linkedin Influencers and Channels that are relevant
https://www.linkedin.com/pulse/discover

32. Content Curation
The Process
• Content curation is sorting the web and sharing meaningful
content.
• Curating content builds your online reputation as a subject-
matter expert in your niche.
• How to curate content:
– Find: Aggregate content using RSS tools
– Curate: Cherry-pick the best content
– Share: Contextualize the content when sharing

35. Content Curation
Tools and Dashboards
Comprehensive • Netvibes
User Friendly • Feedly
• Flipboard, FlipboardTopics
• Scoop.it
Good forTwitter Lists • Hootsuite
Good for Finding Popular Content • Buzzsumo
Alerts onYour Organization, Staff, and
Competitors
• Google Alerts
• Mentions
• Talkwater Alerts

36. Content Creation
Characteristics
Media: text, photos, infographics, video, webinars, GIFs
Tone: humorous, enchanting, serious
Length: long, short
Life: evergreen, expires
Labor: high, low

39. Content Creation
How to Use Images,Video, and
Music without Infringing on
Copyright
• Create your own
• Pay for them
• Use websites offering content that is free to use, modify, and
distribute

40. Copyright-free images • search.creativecommons.org
• morguefile.com
• flickr.com/creativecommons/by-2.0
Stock Footage • openfootage.net
Royalty-free Audio Files • Youtube audio library
• audiojungle.net
Free InfographicTools • infogr.am
• piktochart.com
Free, Easy Photo Editors • canva.com
• Pablo
Almost-FreeVideo EditingApps • Clips
• Stop motion
Content Creation Resources

41. CULTIVATION
Nurture Advocates and Donors
Through Social Media
Present enchanting content.
Build relationships online.
Then ask for money.

42. The Big Picture
• Build a community.
• Quality not quantity.
• Be committed. It’s a marathon, not a sprint.

43. Prospects
Visitors
Subscribers/Followers
Super Fans
Donors
The Social Funnel

44. Crowdfunding Campaign
• Strategize your campaign and set realistic goals.
• Evaluate your audience (who and where).
• Build your lists of fans and influencers.
• Get commitment to donate from super fans.
• Create easily shareable content and messaging.
• Ask your super fans to share.
• Measure your campaign’s KPIs (key performance indicators).

46. LinkedIn
For Fundraising & conversion
• First, make sure your organization presence is strong by
posting updates.
• WhatYou Can Do:
– Find the right connections to build strategic partnerships
– Target foundations and corporations to develop meaningful
relationships
– Engage and manage existing donor relationships
– Leverage your board’s relationships efficiently
• HowYou Can Do it:
– Search to find the right contacts in LinkedIn
– See how you’re connected and ask for an introduction

47. IdentifyingYourTarget Audience
onTwitter
• Map the landscape
– Media / journalists / reporters / niche publications
– Thought leaders
– Peer Institutions
– Advocates
• Create flatteringTwitter lists for each segment
• Find individuals and orgs in each segment using tools and
add them to the appropriate lists
– AdvancedTwitter Search
– Socialbro: target new users and list influencers
– Buzzsumo—good for journalists
– NicheTweet Chats—also good for journalists
– Little Bird (paid tool)

55. IdentifyingYourTarget Audience
on Facebook
• Facebook has powerful ad targeting.
– Demographics: Education, Ethnic Affinity, Financial,Generation,
Home, Life Events, Parents, Politics (US), Relationship,Work
– Interest: Business and Industry, Entertainment, Family and
relationships, Fitness and wellness, Food and drink, Hobbies and
activities, Shopping and fashion, Sports and outdoors,Technology
– Behaviors: Automotive, B2B, Charitable donations, Digital activities,
Expats, Financial, Job role, Media, Mobile Device User, Purchase
Behavior, Residential profiles, Seasonal and events,Travel
– More Categories…
• FacebookCustomAudiences allows you to upload your own
list, which Facebook will match with a user profile.

58. Twitter
Tips
• Carefully automate
– Don’t autofeed from other social media platforms
– Use IFTTT to automatically add users to aTwitter list
• Optimize profile
– Use pinned tweets and header images to your advantage
• Real time
– Live-tweet conferences and events
– Join other events even if you’re not there

59. Twitter
Tips
• Hashtags function in 4 ways:
– Live conversations (e.g. #DemDebate)
– Online community (e.g. #nptech, #NPMC)
– Online conventions (e.g. #tbt, #ICYMI)
– Asides (e.g. #smh, #sorrynotsorry)
• Segment, List, Monitor, Engage
– For example with your segment of journalists, first identify which
hashtags journalists are tweeting on; then add them to aTwitter list,
monitor their tweets, and continuously engage with them to develop
a relationship.

60. Use Listening Dashboard to Monitor

61. Twitter
GrowYour Email List with
Lead GenerationTwitter Cards
• You can make these for free.
• Resource:
– https://moz.com/blog/how-to-
set-up-use-twitter-lead-
generation-cards-in-your-
tweets-for-free
– https://business.twitter.com/sol
utions/lead-generation-
card?lang=en&location=na

62. Twitter
GrowYour Email List with
Advocacy Campaigns
• Advocacy campaigns collect email addresses and potentially
social profiles.You can attempt to convert petition signers
into email list subscribers.
• Online PetitionTools:
– changes.org
– causes.com
– credoaction.com

63. Twitter
GrowYour Email List with
Advocacy Campaigns
• Promote the advocacy campaign
– on social media
– through email using a strong story from a person affiliated with your
organization
• The online petition platform may allow you to email the
petition signers. Provide a call to action to subscribe to your
email list.
• Monitor social media for people who shared that they signed
your petition. Engage and ask them to join your list.

64. Twitter
The Power ofTweet Chats
• Results fromThe Colbun School, a music nonprofit
educational organization’s first tweet chat
– On average, they get about 85K impressions a month with a modest
~3,000 followers.
– During their first tweet chat, our hashtag received >1M impressions
over one hour.

65. Twitter
The Power ofTweet Chats
• Host a series, or participate as an org and/or an individual
• Programming a tweet chat
– Decide time and frequency (e.g. weekly, monthly)
– What format? Open participation, panelists, or AMA/AUA?
– Set topic and 5-6 questions with 10 minutes between to leave room
for conversation amongst participants.
– Stage at least 1 panelist, who is influential onTwitter.

66. Twitter
The Power ofTweet Chats
• Promote the tweet chat
– Have a how-to doc prepared.
– Ask participants to share. Personal asks as favors help.
– Register the tweet chat in twubs and other directories.
– Find a similar tweet chat and ask those participants to join your own.
– IdentifyTwitter users in your community who would be interested
and ask them.
– Tweet it out on your own accounts starting two weeks prior.

67. Twitter
The Power ofTweet Chats
• Participating in a tweet chat
– Find a tweet chat.There are directories (likeTweetReports.com) that
list tweet chats in every imaginable niche.
– During the chat, host will tweet out questions Q1, Q2, etc. and
participants will reply to questions with A1, A2, etc.
• Tools
– For chatting:Twubs,Tweetdeck
– For analytics on your tweetchat hashtag:Tweet Reach, Keyhole

68. Twitter
Network Map
The graph represents a network of 135
Twitter users whose recent tweets
contained "plough_shares OR
"Ploughshares Fund", or who were
replied to or mentioned in those tweets.
The graph represents a network of 274
Twitter users whose recent tweets
contained "nonproliferation", or who
were replied to or mentioned in those
tweets

69. Twitter
Network Map

70. Twitter
Network Map
Top Domains inTweet in Entire Graph:
[43] huffingtonpost.com
[16] ploughshares.org
[9] twitter.com
[7] acls.org
[6] nytimes.com
[4] list-manage.com
[4] pri.org
[4] reuters.com
[4] astanatimes.com
[4] startribune.com
Top Domains inTweet in Entire Graph:
[68] cfr.org
[26] nonproliferation.org
[19] augusta.com
[19] armscontrol.org
[18] twitter.com
[16] google.com
[9] theamericanconservative.com
[8] miis.edu
[6] csis.org
[6] worldpoliticsreview.com

71. Twitter
Network Map
Top Hashtags inTweet in Entire Graph:
[20] ted2016
[13] nuclear
[11] ctbt20
[11] security
[11] climate
[9] nuclearweapons
[7] publicfellows
[6] beyondthebomb
[6] sci
[6] policy
Top Hashtags inTweet in EntireGraph:
[37] nonproliferation
[14] nuclear
[14] cybersecurity
[14] ctbt
[7] bioweapons
[7] safeguards
[6] myanmar
[6] moxproject
[5] nnsa
[4] irandeal

72. Convert aTweet into a Lead
• Use these tactics for making strategic connections to
potential donors and journalists.
• Remember the importance of content and community.
• Establish credibility by sharing high-quality content using
hashtags used in your issue area.
• Use Hashtagify.me to research hashtags.

73. Both are good: But both could add
one additional element
Provide
attribution to
journal
Use
#INFTreaty

75. Convert aTweet into a Lead
1. Identify influencers in your network and issue area by using
tools like Little Bird and Buzzsumo.
2. Be diligent about engaging with your influencers over a
period of time, so you stay top of mind.
3. Get their attention in 9 different ways.

76. Convert aTweet into a Lead
1. Follow them.
2. Engage with their tweets
by replying, commenting,
retweeting, or favoriting.
3. Favorite positive tweets
from other users by
searching for their handle
in nativeTwitter.

77. Convert aTweet into a Lead
4. Share their long-form
content.
– Visit their blog,YouTube,
Slideshare, or find recent
news on them.
– Tweet it out with an
@mention.

78. Convert aTweet into a Lead
5. Scroll through theirTwitter
feed.
– Are they running a
campaign?Give them a
shout-out.
– Are they participating in or
hosting tweet chats? Join
them.
– If they’re live tweeting,
retweet and engage with
their content in real time.

79. Convert aTweet into a Lead
6. Add them to a flattering
Twitter list.
7. Subscribe to theirTwitter
lists.

80. Convert aTweet into a Lead
8. Once you’ve gotten their
attention via a follow-
back, send them a DM to
get their email address.
9. Double-up through
LinkedIn InMail.

81. Always make sure yr site is optimized
• Social Sharing Musts:
• / via @accountname
• Shortened links

82. Make a clear path to follow/share
• Could be confusing
• Share buttons are
duplicated
• Account buttons are
small and hidden
• The intent to RT button
and the button to L of it
are the same

83. Existing Donors
• Social CRM
– It’s hard to find a good one.
– Options: NationBuilder,Commun.it, Mobilize.io
– Ensure you are talking to ppl on best channel and track interactions
• Donor Insight Software
– Use a service likeWedid.it to obtain social data on contacts in your
database.
– Connect and engage with your contacts onTwitter.
– Tools like Socialbro make it easy to automate.

84. SocializingYour Staff
• Staff Insta-Meets
• Trainings
• Newsletter to Highlight Social Posts by Staff
• Leaderboard to encourage staff sharing (via trackable links)
• Link Social Accounts on Email Signature Line
• Mention @OrgName in Bios of Staff Social Accounts

85. Cultivating Journalists
List Building for Non-Traditional
Media
• Method 1:
Scrape sites that rank blogs by categories for URLs.
– Step 1: Download the Scraper Chrome Extension
– Step 2: Go to a blog ranking website like Alltop
– Step 3: Right click on one of the sites in red and click the scraper tool
– Step 4: Export to Google Docs
– Step 5: Repeat with another site
– Step 6: Scrub the list

86. Cultivating Journalists
List Building for Non-Traditional
Media
• Method 2:
Scrape results from the Google News API
– Step 1: Go to http://press.customerdevlabs.com/
– Step 2: Search for news related to your organization
– Step 3: Download the results
– Step 4: Upload them to M-Turk to find email addresses
Resource: http://customerdevlabs.com/2013/09/24/google-news-api-mturk-press/

87. Run those blogs through Alltop and
Social Bro to find influential jounalists

88. Cultivating Journalists
The Essentials Recap
• Develop social credibility
– Become a subject-matter influencer onTwitter
• Make strategic connections
– Identify journalist, non-traditional bloggers, and influencers
– Connect and engage with your target list onTwitter
– Do direct asks throughTwitter DMs
• Be generous on social media
– Support the journalist by engaging with and sharing their content

89. Q&A