Social Media Strategy for Nonprofits
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This presentation walks you through the process of creating a social media strategy for any organization with limited resources. Learn how to best leverage your time spent on social media outreach and achieve your organization's goals.
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Social Media Strategy for Nonprofits
- 1. Social Media Strategy for Nonprofits Kimberly Singer July 22, 2016 | Professional Development Program Brown School, Washington University
- 3. Round-Robin Intros • Your name, organization, and position • What social media networks does your organization currently utilize? • Who are you trying to reach with social media? • What is your biggest social media challenge?
- 4. Workshop Overview • Strategy • Options • Getting Started • Workflow • Metrics & Analysis
- 5. Strategy
- 8. Research
- 9. Your Plan 1. Identify Your Audience 2. Define Your Goals
- 11. 2016 Landscape
- 12. Social Media Sites in 2016
- 13. Daily Engagement 70% 54% 50% 50% 36% 13% 0% 20% 40% 60% 80% Facebook Snapchat Pinterest Instagram Twitter LinkedIn
- 14. Facebook • 71%of adults online are on Facebook; this represents 58% of all adults • Most popular of the networks, but growth has slowed while others are increasing
- 15. Twitter • 23% of adults online, or 19% of all adults • 284 million active users • Popular with those under 50 and college- educated
- 16. #Hashtags
- 17. Instagram • 26% of adults online so that’s 21% of all adults • 53% of young adults 18-29 • As of June 2016, 500 million monthly and 300 million daily active user
- 19. Pinterest • 28% of adults online, so 22% of adult population • 42% of women online are on Pinterest (only 13% of men)
- 20. Example: O’Fallon Public Library
- 21. LinkedIn • 28% of adults online, so 23% of adult population • 50% of college graduates use LinkedIn • Only platform where ages 30-64 more likely than 18-29
- 23. Snapchat
- 25. Media Channels
- 27. How to Choose • Don’t overdo it. Start with one or two platforms, listen, experiment, test it out, and build. • You want to be where your audience is. • Do some baseline: where are your competitors, and what is working for them, where you might differentiate yourself. • Once you decide: commit. Post, interact, and engage regularly on the sites you maintain.
- 28. Your Plan 3. Choose Your Channel(s)
- 29. Getting Started
- 30. Optimize your Profiles Avatar Cover image Description with Website Link
- 31. Optimize your Content • Balance what you share about yourself, what you share about others, or sharing content from within your community. • Don’t offer a sales pitch. Be valuable. Invite. • Ask questions, engage people. You are joining a community. • Don’t be afraid of humor.
- 34. Importance of Visuals source: 5 Steps to Getting More Engagement with your Visual Content, Feb. 5, 2015, ragan.com
- 35. Free Graphic Resources For editing photos For creating graphics
- 37. Your Content Calendar • What messages do you need/want to send at various times? Consider events, campaigns, projects, etc. • What does your audience care about at X time of year, and how can you fit into that? • Use your calendar to visualize/sketch/plan how all of the different channels fit together. • Get other stakeholders together to share ideas and brainstorm.
- 38. Your Plan 4. Determine Your Calendar
- 39. Workflow
- 40. Your Website • Use social media to connect your audiences with content that you’re already producing • Blogs, annual reports, etc.; if you are putting time and resources into storytelling, always consider how that content might be repurposed • Your website should serve as the “hub” • Make sure people can connect to you on social media from your site; add icons
- 41. Your Emails • How to connect: just like on website, make sure people can connect to you on social media from your email newsletter(s) • Encourage your subscribers to share your newsletter and/or the news itself via social media
- 42. Fitting It All Into the Mix source: 2014 Nonprofit Communications Trends Report, nonprofitmarketingguide.com
- 43. Social Media Workflow • Define Responsibilities • Create a Policy • Internal Ambassadors Assign Key Roles • Breakdown Daily Tasks • Plan for Flexibility • Tap in to News Weekly Planning • Know Your Metrics at the Outset • Set a Schedule for Analysis Regular Review
- 45. Your Plan 5. Define Your Workflow
- 49. Facebook Analytics • Use the Insights tab on your page to find: – Overall engagement – Post engagement – Ad campaign success – Using “Pages to Watch” – Who are your fans? – Exporting your data
- 50. Twitter Analytics • Use analytics.twitter.com to find: – Your activity over time – Your impressions & engagement – Details about specific posts – Details about your followers: interests, location, related accounts – Exporting your data
- 51. Evaluation & Outcomes • What other stakeholders might want to know about this data? • What outcomes might be useful to track?
- 52. Your Plan 6. Measure and Refine
- 53. Looking Forward
Editor's Notes
- Introduce ourselves Me: promoting bands on MySpace in early 2000s, at Kemper Art Museum on Facebook, Twitter, YouTube, Flickr, and Podcasts in late 2000s, and then Institute for Public Health at WUSTL, on Facebook and Twitter. Now for clients as Kimberly Singer Creative, including the Kemper, JEMA, local food trucks, and more.
- Objective: by the end want you to have a good idea of what social media is a good fit for your organization, and ideas for how to make it happen Feel free to ask questions as we go Will take a break about halfway through Also have handouts for everyone; we will be doing some writing exercises to help you start to think about how these concepts are applicable to you, and get you started on the path to creating a social media plan TARGET TIME: to 8:45
- Who do you want to reach? Be specific. Clients? Donors? Do you want to disseminate info based on your mission? Items to consider: gender? Age? Location? Marital status? Other household characteristics? Start to create a detailed profile for each type of audience you’re hoping to reach.
- - Start with your mission - Consider your overall communications strategy. How many people have one? What about your org’s strategic plan as a starting point? - Be as specific as possible - What does success look like? Think in general terms (further your mission, raise awareness on key issues) but also quantifiable terms (want to connect with X people, increase donor base by X, etc.) Note: importance of flexibility. Think of the plan as a “working document” – something that will change over time. I’ve found it useful to draft a new plan every two years, check in to update status and reconsider strategies/tactics every three months. Social media is an especially volatile “moving target”
- Identify some gaps, and do some investigation before you finalize your planning Step 1: Listening Items to consider: - Where is my audience? How can I find out? (ideas: formal/informal surveys, ask front-line staff, ask board for help; research on audience demographics; listening online, you can join networks without participating; listening via Google Alerts and other “feeds”) - what are my “competitors” doing? (who has the same audience as you?) Focus on 2-3 and do thorough research. Which of their ideas seem to be working? Which aren’t a good fit for you? - What conversations can I be a part of? What does your audience care about, and how/where can you tap into the conversations they are already having online?
- Timing goal: to 9:15 1. Identify Your Audience Who do you want to reach? Be specific. You may have 2-4 target audiences for your organization; pick one and begin to develop a profile: gender? age? location? marital status? other key characteristics? Create a detailed profile of one audience you’re trying to reach: Items to consider: gender? Age? Location? Marital status? Other household characteristics? 2. Define Your Goals - How do your social media/outreach goals relate to your organization’s mission and larger strategic and/or communications plan? - What does success look like? In general terms (further your mission, raise awareness) but also quantifiable terms (connect with X people, increase donor base by X, etc.). Groups of 2-3 to share and offer feedback Target Times: start working 9:00, until about 9:20
- These are the 6 most-used networks… for now The demographics and potential uses of each are different (will go into detail in this section) Can find the platforms that are the best fit for your audience and content While most people think of social media as “free,” all five of these now have advertising options. Plan for some financial investment down the road to really tap into the full potential of these networks.
- Other key findings:
- Of people that use social media, 70% of them say they go to Facebook pretty much daily. Snapchat is edging out other networks in the users that get on it daily, with 54% of users saying they engage every day. Pinterest and Instagram also get lots of regular use. Twitter less so (36%, LinkedIn much less so 13%, although LinkedIn is trying to change that with their Facebook-style feed).
- Getting harder and harder to achieve “organic reach” – i.e. getting unpaid content in front of your fans Important hub for advertising/paid content Otherwise very sharable content is key Still good for events that people might want to share for you Mobile is very important for Facebook; always think about mobile experience when creating content
- Strategy: personal vs. organizational (i.e. Tim Eby vs. St. Louis Public Radio) What it means to RT/Retweet, vs @ someone - Livetweeting events ICYMI (for your best stuff); content is so ephemeral, it’s a good idea to repost things that are really important and/or really doing well Twitter cards (have to setup the code on your site for these to work), and other advertising options. Using lists to help follow/engage your audience.
- Helps your content flow into related conversations, inserts your voice into relevant spaces - RESEARCH is key. Search it before you use it, especially for something like an event or Twitter convo. A tool like Hashtags.org can help too. - Keep it short and simple! And no special characters Use it everywhere: Twitter and Instagram especially. Facebook is up for debate – hashtags on FB tend to annoy people. Keep it consistent. Also good for little jokes/tone, but be cautious. Good for events. Some key places to jump in: current events (trending), days (#TBT, #FlashbackFriday, #BlueMonday, etc.), #ICYMI, #selfie #fromwhereistand
- Instagram is simple. It’s just photos. It is also a platform for visual storytelling. VERY focused on mobile. Hashtags are KEY. Hyperlapse: make a timelapse video Instagram is rolling out all kinds of business tools that can also be useful for nonprofits; include advertising options and analytics Create a landing page on your site from Instagram
- Charity water is one of the most-followed brands on instagram A mix of behind the scenes content and impactful storytelling
- In Pinterest, people virtually “pin” things (images) to boards. You can pin from anywhere online, and also re-pin pins from people you follow. The pins will (usually) link back to the source. Lots of food, fashion, home improvement, fitness, humor, kid-related stuff, aspirational content
- O’Fallon Public Library is an amazing example, but really reflects how to do Pinterest intentionally and well Pins about the org, and boards that reflect the org’s mission and ties to STL Boards with resources like Career Center and Crafts and DIY tap into people’s needs and interests Building collaborative boards with other libraries Population of O’Fallon is 27K; they have 73.3k followers on Pinterest; now one of the “to follow” boards also “pinnable” content like quotes and inspiration – people want to associate your mission with themselves
- Engaging your volunteers/supporters on LinkedIn Potential for professional groups using their message board feature
- Focus St. Louis on LinkedIn – an especially good fit for them, since they focus on developing leadership in the region Share updates and connect with their audience/potential audience about opportunities and events Create groups for people to connect with each other
- In 2015, Snapchat grew its 18-24 base by 56%, while 25-34 grew by 103%, and over-34 grew 84% according to comscore.
- While stats/studies are harder to find on snapchat than other channels, it is safe to say that it is very popular with 13-25 year olds Early adoption can pay big dividends in social media in terms of growing engagement Download app and claim your username Talk to a regular user to get more info about how to use, and go into “listening” mode. Video can be cheap, rough, funny, and is a recommended form of engagement on snapchat; the basis of “stories” Resources sheet includes step-by-step setup info
- A quick review of some places you can share media, and then connect that content to your social media presence Note about tumblr: sort of a hybrid platform for “microblogging” with a more social aspect than some others listed
- Shoring up your digital presence on these sites, if they’re appropriate for you, might not be a bad idea If you have a physical location, google maps is key/ yelp (if you’re providing services) and foursquare (if people would be “checking in”) might be good to address Reddit has a robust user base; most famous for their “AMAs” (Ask Me Anythings); less of a place to build a presence, but not a bad spot to pay attention to what others are saying about X
- What channels seem to be the fit best for your audience(s)? Why? Target: 9:50 start exercise, go to 10:05 Break to 10:15
- Avatar: something that looks okay at smaller resolution; pay attention to recommended sizes; ideally will create a specific graphic for this purpose that ties-in with the rest of your brand assets Header image: choose images that help to tell your story/support your mission Description: keep it short and make it consistent across all social media; Include a link to your website! (And make sure it works!!) Be authentic and interesting; aim for conversational/warm, not institutional Write as you would speak Your goal is to build relationships - Include relevant keywords to help with search
- - As part of your social media plan, include notes about the tone you want to use. What makes the most sense for your brand? What will best help you to connect with your target audiences? Spell it out.
- Example 1: Magic House Twitter page Regular updates to followers Sharing posts with photos Retweeting others’ content and liking/commenting/responding shows that someone is paying attention and invested in connecting
- Example 2: Grace Hill Facebook page. Includes regular updates relevant to its audience, plus stories and photos that enhance their mission.
- Tweets with images generate: >150% more Re-Tweets >89% more Favorites >18% more click-throughs Combine w/hashtags Brand your graphics Humanize your brand Connect to your blog/website People love infographics Shareable quotes
- Edit your photos and/or create graphics that will work fine for social media purposes You don’t need adobe creative suite for everything Canva is nice because it comes with pre-sized templates for some social media pieces (like a Facebook cover image) These are both free resources. Canva does have some free designs, but you can also search for and purchase stock photography/illustrations for $1
- Don’t let it hold you back. Embrace it. If it happens, kill it with kindness and responsiveness. Block people if necessary. Be transparent with your audience. 2 basic types: normal people with a bad experience/negative response to share. And “trolls” who are opposed to your core message/mission. Build this into your social media plan. Planning ahead can really help with buy-in from upper-level folks who are nervous about social media, even if you don’t end up needing to use it much.
- Why/how (could be its own workshop, so keep brief) After you’ve sketched this out manually, use a system that works for you to keep track. Doesn’t have to be its own separate system – google calendars/docs or outlook can work for this kind of thing What you use matters way less then the fact that you’re actually doing it
- Consider 365, 52, 12, 7 approach (year, weeks, months, days) Look at special “days,” “months,” etc. and consider holidays & etc. Look at your internal calendar/cycles and think about major events, typical content development, projects A great excuse for a brainstorming session with stakeholders! Target Times: start wrorking 9:25, until about 9:40
- How many people have an email newsletter? How many people use constant contact, mailchimp, etc. for newsletter?
- Assign key roles: one person doesn’t have to do it all Clearly define who is responsible and how various people will work together (A warning: The intern approach) This is where a social media policy comes in. Even small organizations can benefit. Also even if someone isn’t responsible for main org’s twitter feed (for example), if that person is active on Twitter can become an “ambassador” for your brand. May have connections with influencers and audiences that you can tap into. Conduct weekly planning Build into regular tasks (question: how do you start your day? How to you find out what’s next? And then share what I do: on Monday, pick a topic for each day based on what’s going on that week, schedule in advance; throughout the day check-in on networks to see if there’s anything to share) Remain flexible and tap into newsworthy items that are relevant to your org; know how you’re going to tap into that news - Know Your Metrics at the Outset and Plan for regular review (will get more into metrics in next section)
- Hand out flyer Social Media Management What I Use: HootSuite Other Options: Buffer, Sprout Social Target Time: 11:00
- How does social media fit in with your other communications/outreach activities? Can you plan to hope on every day, 2-3 times/day, or would once per week make more sense or be more feasible for you? Think about the content you create and how that can be broken down or repurposes for your social media activities Target Times: start working 10:50 until about 11:00
- What to track: ask group, what kinds of things do you want to track? Include for profiles, # of followers/likers and growth over time; for individual posts: how many posts is a good number; # of clicks, # of likes/shares/retweets/pins/etc. How to track: make a list of everything you want to track, and then start to plug in numbers Find your baseline Setup schedule to examine/check-in
- Such as: annual report, donor correspondence, reports to boards, grant reports, website (Google Analytics) reports Post-event surveys makes sure to ask about social media Add into other audience-focused research such as focus groups, interviews, etc.
- What do you want to measure on each channel? What other stakeholders might want to know about this data? What outcomes might be useful to track? Determine what metrics you want to measure, and then setup a measurement plan and add that to your workflow. Revisit the goals you set in Step 2. How will you know if you are successful (and how will you know if you aren’t)? What are your KPIs (Key Performance Indicators)? How will you track them over time? What point do you evaluate-re-evaluate your social media investments and evolve what you’re doing?
- Internally: how to plan/build Externally: how to keep an eye out for what’s next Don’t be afraid to experiment!
- - Answer ?s; time for individual consultations