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Social Media Strategy
Social media can help nonprofits increase their reach and engage supporters in their causes. An effective social media strategy involves researching target audiences to understand their barriers and motivations. The strategy is then based on this research and uses social media tools to achieve specific organizational goals. It works to shrink the marketing funnel by involving supporters earlier and keeping them engaged throughout the customer journey from awareness to advocacy. The strategy should include defining goals, conducting audience research, and outlining the communications approach across different social media channels and over time.
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Social Media Strategy
- 1. social media STRATEGY Chris Huebner Nonprofit Branding
- 2. The internet islittered with amazingly awful examples of failed social media campaigns
- 4. THE NEEDS OFA NONPROFIT FINANCIAL ADVOCACY
- 5. Social media can increase the ability to reach larger audiences
- 6. Social media provides new ways to: Share, collaborate and mobilize collective action (Greenberg and MacAulay, 2009)
- 7. “Social media facilitateeducation and information because they feature multitudes of friends or peers who act as socialization agents and provide vast product information and evaluations quickly” (Wang, Yu and Wei, p. 199, 2012)
- 8. Highly-targeted: Direct messagingto interested individuals
- 9. Word-of-mouth from peersand authenticity in communication from organization increases trust and perceived reliability by stakeholders (Henning-‐Thurau et al., 2004; Gilpin, 2009)
- 10. ALTRUISM: Social mediaoffers the ability to publicly recognize the action of supporters and volunteers
- 11. ADOPTION TRIAL EVALUATION INTEREST AWARENESS The Marketing Funnel
- 12. SOCIAL MEDIA shrinks THIS FUNNEL
- 13.
- 14. PURCHASE RESEARCH AWARENESS (SEARCH) (DISCOVER)
- 15. PURCHASE RESEARCH (RESEARCH)(ASK OTHERS) (SEE WHAT OTHERS ARE DOING) AWARENESS (SEARCH) (DISCOVER)
- 16. (CO-CREATE) PURCHASE (ADVOCATE) RESEARCH (RESEARCH) (ASK OTHERS) (SEE WHAT OTHERS ARE DOING) AWARENESS (SEARCH) (DISCOVER)
- 17.
- 18. Is a planfor obtaining a goal based on research with the benefit of social media tools.
- 19. Is a planfor obtaining a goal based on research with the benefit of social media tools.
- 20. Is a planfor obtaining a goal based on research with the benefit of social media tools.
- 21. Is a planfor obtaining a goal based on research with the benefit of social media tools.
- 22. Is a planfor obtaining a goal based on research with the benefit of social media tools.
- 23. ORGANIZATION’S GOAL RESEARCH STRATEGY
- 24. ORGANIZATION’S GOAL SPECIFIC MEASURABLE ACTIONABLE REALISTIC TIMELY
- 25. RESEARCH ThinkwithGoogle PEW Google Trends Social Listening Online Communities QUANTCAST Mindtalk.com
- 26. We use researchto gain insight into the barriers and motivations of our target audience. These insights should spark the creative
- 27.
- 28. BUSINESS GOAL “Wehave become saturated with RESEARCH one-way advertising” STRATEGY Mark Pollard, Big Spaceship
- 29. ONE: Make itpersonal, customizable or give the ability to create something new.
- 30. TWO: Make itabout them
- 31.
- 32. FOUR: Create anincentive
- 33.
- 34. COMMUNICATIONS FRAMEWORK What media channels are they using? PHASE 1 PHASE 2 PHASE 3 MEDIA MEDIA MEDIA Adopted from Julian Cole hPp://www.slideshare.net/juliancole
- 36.
- 38. BUSINESS GOAL RESEARCH STRATEGY
- 39. BUSINESS GOAL Increasesales by ____ percent Increase social media engagement by ______ Conducted social listening research on Van’s social media platforms RESEARCH Leverage the customization and remix culture exhibited by Van’s STRATEGYconsumers to create the worlds largest customized Vans collection
- 40. COMMUNICATIONS FRAMEWORK What media channels are they using? PHASE 1 PHASE 2 PHASE 3 MEDIA MEDIA MEDIA Adopted from Julian Cole hPp://www.slideshare.net/juliancole
- 41.
- 42.