Sowing the seeds of love

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This document summarizes a presentation on cultivating communities on social media. It discusses keys to a happy community like creating value, being social, and listening. It identifies different types of community members from super fans to lurkers to amplifiers. It provides tips for each type to engage them more like praising lurkers, using viral images for shutterbugs, and asking amplifiers to share content. Metrics for measuring engagement are discussed along with examples of promoted posts and how a small investment can have high returns. The presentation emphasizes celebrating successes and adjusting strategies based on each unique community.

Business Technology

Sowing the Seeds of Love:
How to Cultivate a Community on Social Media
Presented by
Dawn A Crawford
Social Media & Communications Consultant
@SocMediaRckStr

• Raleigh-based full service communications &
fundraising agency that works exclusively with
nonprofits
• Over 10 years of dedicated nonprofit experience
paired with 7+ years of corporate advertising
experience
• Bring us your problem and we’ll solve it
2
Some of our Awesome Clients:

Your
Nonprofit
Media
Relations
Social
Media
Comm
Strategy
Graphic
Design
Advertising
Website
Videos
Online
Fundraising

Keys to a Happy Community
Create value
Be SOCIAL
Listen to your community
Every community is different

Truth About Groups
0% 20% 40% 60% 80% 100%
Super Fans Engaged Lurkers Hate You

Lurkers
• Look but don’t
like
• Hard to ID Super
Fans
• Need permission
to engage
Knowledge
Hounds
• “Like” but don’t
comment
• Prefer links to
photos
• Don’t upset them
Shutterbugs
• Love
photographs!
• Can be lured into
reading with a
good update
• Love praise
Amplifiers
• Like everything
• Share like crazy
• Give money on
command
• Why are you in
this session if you
have this group?

Create Value
Facts & Tips
Share Links
Ask Questions
Inspire Action
Tell Them Why It
Matters
Try using “P.S.” to
Reuse Content
Ask for
Engagement

Promoted Posts
PAID
Photos
Link
Video
Event
Question
Status

How to Measure Engagement
• Talking
About This
• Likes
• Shares
• TOOL: FB
Analytics
• Retweets
• Favorites
• Follower
Growth
• TOOL:
HootSuite
• Likes
• TOOL: YT
analytics
• Likes
• Comments
• TOOL:
Statigram
• Repins
• Follower
Growth
• TOOL:
PinPuff

Lurkers
• Give them
permission to
engage
• Praise low
engagement
• Pay more attention
to “Page Views”
Knowledge
Hounds
• Experiment with
other types of
content
• Develop
relationships with
Super Fans
• Try Viral Images
Shutterbugs
• Be more thoughtful
with updates with
links
• Put content in
captions on photos
• Ask for Shares
Amplifiers
• Do nothing, you are
a perfect human
being
• Again, why are you
in this session

Biz Card + Internet Magic = Presentation
bcdcideas.com
dawnacrawford@gmail.com
720-231-1930
@SocMediaRckStr

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