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Social Media Strategies
for 2023
December 7, 2022
Presenters
Susan Tenby
Director of Global Community, TechSoup
Steven Davidson
Community Manager, TechSoup
Steven Davidson
Community Manager,
TechSoup
Susan Tenby
Director of Global
Community, TechSoup
● About TechSoup
● What Community Means at
TechSoup
● Social Media Strategies for 2023
4 © TechSoup Global. All Rights Reserved.
Connect
Opportunity to connect
nonprofits to technology
tools, services, and
knowledge that supports
their operations.
Activate
Activate the use of
technology via digital skills
courses, community
building, digital literacy
education.
Transform
Supporting organizations
throughout their digital
transformation journey in
various ways.
TechSoup’s Approach
Our Mission: TechSoup's mission is to build a dynamic bridge that leverages
technology to enable connections and innovative solutions for a more equitable planet.
5 © TechSoup Global. All Rights Reserved.
• Founding member and leader of the
TechSoup Global Network (TSGN)
• Provider of technology products, services,
and education for qualified organizations
• Curator of the largest international
database of validated NGOs
• Facilitator of international grantmaking
• Amplifier for Corporate Social
Responsibility (CSR) worldwide
• Incubator for community-driven technology
for good
TechSoup is a Nonprofit Social Enterprise
that connects NGOs with mission-critical
resources worldwide.
TechSoup
Connect
6 © TechSoup Global. All Rights Reserved.
1.3
Million
Nonprofits
Served
$16+
Billion
Market value of
In-Kind Tech and
Funding Facilitated
236
Countries and
Territories Reached
39
Languages
Supported
62
Partners in the
TechSoup
Global Network
Our Impact: Together, We Build a Stronger,
More Resilient Civil Society
Metrics updated March 2022
Our Reach
TechSoup’s Programs
• Reach 1.3M organizations across 236
countries and territories
• Facilitate the philanthropic and nonprofit
related activities of 200+ corporations &
foundations
• Enable distribution of US $450M+(FMV)
in donated or discounted resources
Marketing Highlights
ONLINE
• 1M+ newsletter subscribers across the network
• 468K+ social media followers across the network
• 15K+ webinar attendees in just the U.S.
• 30+ events held around the world in Europe, LATAM, Africa, & APAC
We Empower a Diverse Group of Changemakers
9 © TechSoup Global. All Rights Reserved.
Introducing Quad!
A community of people who are addressing the globe’s most pressing
issues — powered by the TechSoup Global Network and you!
Connections and content
● Dedicated community space
● Curated knowledge base
● Unique member content
● Members only events
At your service as you serve others
● Personal needs assessment
● Dedicated member support
● Reduced admin fees
● Unlimited access to the entire TechSoup Courses catalog
10 © TechSoup Global. All Rights Reserved.
Community Team Manages: 468,000 total reach across all channels
• Forums
• Social Media
• TechSoup Connect
• Community Based Events
- Public Good App House
- Larger event, multi-day, solution-based
d
Online Channels:
● Twitter (@TechSoup)
● Facebook (@TechSoup)
● Linkedin Posts (@TechSoup)
● YouTube (@TechSoupVideo)
● TikTok (@TechSoup)
● Instagram (@TechSoup)
● Forums
● Participation in Linkedin and
Facebook Groups
• Acquisition, extending the edges of our network
• Engagement of Community
- We host the platforms, they engage
- Connect our members with each other
• Education of Nonprofits
- In Community Management and Social Media
• Amplify work of internal stakeholders
• Customer Service and Product marketing
• Amplify voices of TS Community
- We find the superfans, provide ladder of engagement
• Represent the TS Community voices to partners
Bubbling up community voices
• Act as internal Agency to the organization
- Ghost-Posting, strategy consults, presenting on behalf of
partners
• Identifying Influencers & Super Fans
- Expand network by using sharing kits
Goals and Strategy
12 © TechSoup Global. All Rights Reserved.
What We Post
Our Audience:
- NPOs/ NGOs are our audience on the TechSoup.org
channels
- If it is not a fit for the voice of our channels, we can
do “Ghost Posting” for departments
- Direct line of communication btw NPOs/NGOs and
TechSoup
Types of content we share:
• Content from other teams, highlighting
successful campaigns
• Educational, Informative, Innovations
• Products
• News and Events
• Opportunities and Grants
• Community Based Events
• Aligned with TS content strategy
• Tech for Good
• Promote Trust: Solutions-based / brand
agnostic
• Determine your tone and stay consistent with the
content you post
• Develop brand guidelines (establish voice, colors to
use, topics to post about)
• Be transparent when possible
• Ask for feedback & listen to community
• Have a public profile
• Be proactive
• Monitor general feeds of trends
• Create time daily and weekly to check in, scan feeds,
respond to comments, share posts, follow people,
curate content and schedule posts
How We Look at Social Media Engagement
• Create awareness
• Engage with influencers, members and partners
• Share content from these people and stay active in those
conversations
• Stay organized with a content calendar
• Instagram Reels
• 15-second videos. We are noticing that the
Instagram algorithm loves reels.
• Reels can be discovered by people who don’t follow
you - in the Reels Tab, on the home Instagram Feed,
and in Explore.
• Twitter Lists
• Creating Twitter Lists makes it easier to engage with
a specific group on Twitter.
• Videos
• Videos always get stronger engagement, compared
to images (or no visual asset at all).
• Testimonials, Event Snippets, Impact Stories
Our Latest Engagement Strategies
1. Create the Assets for Your Social Media Campaign (&
Your Sharing Kit)
2. Identify Your Target Audience for Your Campaign
3. Leverage Regular Engagers Existing in Your Online
Community
4. Share Your Sharing Kit to Your Community
5. Paid Advertising (Optional)
5 Steps to Create Social Media Campaign &
Expand Reach
Create the Assets for Your Social Media
Campaign (& Your Sharing Kit)
17 © TechSoup Global. All Rights Reserved.
Social Media Campaign Sharing Kit
Items Needed to Create Sharing Kit:
● Identify Objective
● Choose Relevant #Hashtags
○ Search hashtags in Twitter to find other relevant hashtags
● Messaging for Posts
● Identify Social Media Handles
○ These might be different, depending on the platform
● Downloadable visual asset (graphics, speaker cards, video)
○ Suggested Tools: Adobe Express, Canva, Canto
● Existing social media posts for easy re-sharing
● If needed, additional messaging for email/newsletters
18 © TechSoup Global. All Rights Reserved.
Template: Social Media Campaign Sharing Kit
19 © TechSoup Global. All Rights Reserved.
Social Media Campaign Sharing Kit
Identify Your Target Audience for
Your Campaign
Identify Your Target Audience with
Third Party Tools
In order to discover new users online and expand your reach, it’s important to
first identify the kind of users you’re trying to connect with. Items to consider:
● What kind of hashtags would they use?
● Where are these users located?
● Are you trying to reach influencers (with a large following), or users with
a smaller following?
● What keywords would these users have in their profile?
22 © TechSoup Global. All Rights Reserved.
Third Party Tool: Audiense
Audiense is a Twitter marketing and audience intelligence platform that helps organizations increase engagement with followers and fine-tune
their outreach campaigns.
You can discover new users
by filtering criteria, such as:
● Keywords in Bio
● Location
● Language
● Tweet Activity (how
many times a user
tweets, the last time
they tweeted)
● Follower Count
23 © TechSoup Global. All Rights Reserved.
Third Party Tool: Audiense
Once you’ve filtered your criteria, you can dig even deeper by filtering users that follow you, don’t follow you, and more.
With Audiense, you can
also:
● Generate Reports
● Track Engagement
● Manage Twitter
Ads
24 © TechSoup Global. All Rights Reserved.
Third Party Tool: Tweepsmap
Organizations of all sizes and Twitter followings can use Tweepsmap to optimize Twitter for smarter community building and more focused social
media outreach. For instance, you can gain insights into your organization's top fans in the Twittersphere and target influencers and audiences
with your community events.
You can discover new users
by filtering:
● Specific words used in
Twitter bios
● Specific keywords
being used in tweets
● Accounts that follow a
specific account
● Location
● And more
25 © TechSoup Global. All Rights Reserved.
Third Party Tool: Tweepsmap
26 © TechSoup Global. All Rights Reserved.
Twitter Lists
Leverage Regular Engagers (or Super
Fans) Existing in Your Online Community
28 © TechSoup Global. All Rights Reserved.
The success of every community relies on being able to identify 5-10 true fans.
You can easily identify these users by:
● Monitoring Engagement on Native Platforms
● Monthly Engagement Reports
● Third Party Tools: Audiense, Tweepsmap
● Spreadsheet Tracker
Leveraging Superfans to Expand Reach
29 © TechSoup Global. All Rights Reserved.
Share Your Sharing Kit to
Your Community
31 © TechSoup Global. All Rights Reserved.
Template: Social Media Campaign Sharing Kit
Once you’ve identified your superfans,
send them the sharing kit (through direct
message on social media or email) and
ask them to amplify your content.
Be sure to invite them to send their own
content to you as well, for amplification.
•
Social Media Paid Advertising (Optional)
• Facebook & Instagram
• Target email lists, lookalike lists, different interests and
demographics
• 7 Steps to Prepare for an Effective Facebook Ad
Campaign
• Twitter
• Target followers of other accounts, hashtags and
keywords
• For the time being, we have paused Twitter ads
• Linkedin
• Target companies, Linkedin groups, users with specific
skills and job roles
33 © TechSoup Global. All Rights Reserved.
TechSoup Courses for Social Media
Social Media Marketing For Nonprofits
In this four-course self-paced series, we’ll share tips and tricks
for running effective social media fundraising campaigns that
accomplish measurable results. Whether you’re a total newbie
to the social media landscape or you’re a social media
superstar, you’ll walk away with new ideas for ways to use
these platforms to connect with donors and elevate your
fundraising.
Get $30 off (20% discount) by using promo code
‘20WEBDEC at checkout. Offer valid until Dec 31, 2022.
34 © TechSoup Global. All Rights Reserved.

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TechSoup Social Media Trends Webinar - Dec 7, 2022.pdf

  • 1. Social Media Strategies for 2023 December 7, 2022
  • 2. Presenters Susan Tenby Director of Global Community, TechSoup Steven Davidson Community Manager, TechSoup Steven Davidson Community Manager, TechSoup Susan Tenby Director of Global Community, TechSoup
  • 3. ● About TechSoup ● What Community Means at TechSoup ● Social Media Strategies for 2023
  • 4. 4 © TechSoup Global. All Rights Reserved. Connect Opportunity to connect nonprofits to technology tools, services, and knowledge that supports their operations. Activate Activate the use of technology via digital skills courses, community building, digital literacy education. Transform Supporting organizations throughout their digital transformation journey in various ways. TechSoup’s Approach Our Mission: TechSoup's mission is to build a dynamic bridge that leverages technology to enable connections and innovative solutions for a more equitable planet.
  • 5. 5 © TechSoup Global. All Rights Reserved. • Founding member and leader of the TechSoup Global Network (TSGN) • Provider of technology products, services, and education for qualified organizations • Curator of the largest international database of validated NGOs • Facilitator of international grantmaking • Amplifier for Corporate Social Responsibility (CSR) worldwide • Incubator for community-driven technology for good TechSoup is a Nonprofit Social Enterprise that connects NGOs with mission-critical resources worldwide. TechSoup Connect
  • 6. 6 © TechSoup Global. All Rights Reserved. 1.3 Million Nonprofits Served $16+ Billion Market value of In-Kind Tech and Funding Facilitated 236 Countries and Territories Reached 39 Languages Supported 62 Partners in the TechSoup Global Network Our Impact: Together, We Build a Stronger, More Resilient Civil Society Metrics updated March 2022
  • 7. Our Reach TechSoup’s Programs • Reach 1.3M organizations across 236 countries and territories • Facilitate the philanthropic and nonprofit related activities of 200+ corporations & foundations • Enable distribution of US $450M+(FMV) in donated or discounted resources Marketing Highlights ONLINE • 1M+ newsletter subscribers across the network • 468K+ social media followers across the network • 15K+ webinar attendees in just the U.S. • 30+ events held around the world in Europe, LATAM, Africa, & APAC
  • 8. We Empower a Diverse Group of Changemakers
  • 9. 9 © TechSoup Global. All Rights Reserved. Introducing Quad! A community of people who are addressing the globe’s most pressing issues — powered by the TechSoup Global Network and you! Connections and content ● Dedicated community space ● Curated knowledge base ● Unique member content ● Members only events At your service as you serve others ● Personal needs assessment ● Dedicated member support ● Reduced admin fees ● Unlimited access to the entire TechSoup Courses catalog
  • 10. 10 © TechSoup Global. All Rights Reserved. Community Team Manages: 468,000 total reach across all channels • Forums • Social Media • TechSoup Connect • Community Based Events - Public Good App House - Larger event, multi-day, solution-based d Online Channels: ● Twitter (@TechSoup) ● Facebook (@TechSoup) ● Linkedin Posts (@TechSoup) ● YouTube (@TechSoupVideo) ● TikTok (@TechSoup) ● Instagram (@TechSoup) ● Forums ● Participation in Linkedin and Facebook Groups
  • 11. • Acquisition, extending the edges of our network • Engagement of Community - We host the platforms, they engage - Connect our members with each other • Education of Nonprofits - In Community Management and Social Media • Amplify work of internal stakeholders • Customer Service and Product marketing • Amplify voices of TS Community - We find the superfans, provide ladder of engagement • Represent the TS Community voices to partners Bubbling up community voices • Act as internal Agency to the organization - Ghost-Posting, strategy consults, presenting on behalf of partners • Identifying Influencers & Super Fans - Expand network by using sharing kits Goals and Strategy
  • 12. 12 © TechSoup Global. All Rights Reserved. What We Post Our Audience: - NPOs/ NGOs are our audience on the TechSoup.org channels - If it is not a fit for the voice of our channels, we can do “Ghost Posting” for departments - Direct line of communication btw NPOs/NGOs and TechSoup Types of content we share: • Content from other teams, highlighting successful campaigns • Educational, Informative, Innovations • Products • News and Events • Opportunities and Grants • Community Based Events • Aligned with TS content strategy • Tech for Good • Promote Trust: Solutions-based / brand agnostic
  • 13. • Determine your tone and stay consistent with the content you post • Develop brand guidelines (establish voice, colors to use, topics to post about) • Be transparent when possible • Ask for feedback & listen to community • Have a public profile • Be proactive • Monitor general feeds of trends • Create time daily and weekly to check in, scan feeds, respond to comments, share posts, follow people, curate content and schedule posts How We Look at Social Media Engagement • Create awareness • Engage with influencers, members and partners • Share content from these people and stay active in those conversations • Stay organized with a content calendar
  • 14. • Instagram Reels • 15-second videos. We are noticing that the Instagram algorithm loves reels. • Reels can be discovered by people who don’t follow you - in the Reels Tab, on the home Instagram Feed, and in Explore. • Twitter Lists • Creating Twitter Lists makes it easier to engage with a specific group on Twitter. • Videos • Videos always get stronger engagement, compared to images (or no visual asset at all). • Testimonials, Event Snippets, Impact Stories Our Latest Engagement Strategies
  • 15. 1. Create the Assets for Your Social Media Campaign (& Your Sharing Kit) 2. Identify Your Target Audience for Your Campaign 3. Leverage Regular Engagers Existing in Your Online Community 4. Share Your Sharing Kit to Your Community 5. Paid Advertising (Optional) 5 Steps to Create Social Media Campaign & Expand Reach
  • 16. Create the Assets for Your Social Media Campaign (& Your Sharing Kit)
  • 17. 17 © TechSoup Global. All Rights Reserved. Social Media Campaign Sharing Kit Items Needed to Create Sharing Kit: ● Identify Objective ● Choose Relevant #Hashtags ○ Search hashtags in Twitter to find other relevant hashtags ● Messaging for Posts ● Identify Social Media Handles ○ These might be different, depending on the platform ● Downloadable visual asset (graphics, speaker cards, video) ○ Suggested Tools: Adobe Express, Canva, Canto ● Existing social media posts for easy re-sharing ● If needed, additional messaging for email/newsletters
  • 18. 18 © TechSoup Global. All Rights Reserved. Template: Social Media Campaign Sharing Kit
  • 19. 19 © TechSoup Global. All Rights Reserved. Social Media Campaign Sharing Kit
  • 20. Identify Your Target Audience for Your Campaign
  • 21. Identify Your Target Audience with Third Party Tools In order to discover new users online and expand your reach, it’s important to first identify the kind of users you’re trying to connect with. Items to consider: ● What kind of hashtags would they use? ● Where are these users located? ● Are you trying to reach influencers (with a large following), or users with a smaller following? ● What keywords would these users have in their profile?
  • 22. 22 © TechSoup Global. All Rights Reserved. Third Party Tool: Audiense Audiense is a Twitter marketing and audience intelligence platform that helps organizations increase engagement with followers and fine-tune their outreach campaigns. You can discover new users by filtering criteria, such as: ● Keywords in Bio ● Location ● Language ● Tweet Activity (how many times a user tweets, the last time they tweeted) ● Follower Count
  • 23. 23 © TechSoup Global. All Rights Reserved. Third Party Tool: Audiense Once you’ve filtered your criteria, you can dig even deeper by filtering users that follow you, don’t follow you, and more. With Audiense, you can also: ● Generate Reports ● Track Engagement ● Manage Twitter Ads
  • 24. 24 © TechSoup Global. All Rights Reserved. Third Party Tool: Tweepsmap Organizations of all sizes and Twitter followings can use Tweepsmap to optimize Twitter for smarter community building and more focused social media outreach. For instance, you can gain insights into your organization's top fans in the Twittersphere and target influencers and audiences with your community events. You can discover new users by filtering: ● Specific words used in Twitter bios ● Specific keywords being used in tweets ● Accounts that follow a specific account ● Location ● And more
  • 25. 25 © TechSoup Global. All Rights Reserved. Third Party Tool: Tweepsmap
  • 26. 26 © TechSoup Global. All Rights Reserved. Twitter Lists
  • 27. Leverage Regular Engagers (or Super Fans) Existing in Your Online Community
  • 28. 28 © TechSoup Global. All Rights Reserved. The success of every community relies on being able to identify 5-10 true fans. You can easily identify these users by: ● Monitoring Engagement on Native Platforms ● Monthly Engagement Reports ● Third Party Tools: Audiense, Tweepsmap ● Spreadsheet Tracker Leveraging Superfans to Expand Reach
  • 29. 29 © TechSoup Global. All Rights Reserved.
  • 30. Share Your Sharing Kit to Your Community
  • 31. 31 © TechSoup Global. All Rights Reserved. Template: Social Media Campaign Sharing Kit Once you’ve identified your superfans, send them the sharing kit (through direct message on social media or email) and ask them to amplify your content. Be sure to invite them to send their own content to you as well, for amplification.
  • 32. • Social Media Paid Advertising (Optional) • Facebook & Instagram • Target email lists, lookalike lists, different interests and demographics • 7 Steps to Prepare for an Effective Facebook Ad Campaign • Twitter • Target followers of other accounts, hashtags and keywords • For the time being, we have paused Twitter ads • Linkedin • Target companies, Linkedin groups, users with specific skills and job roles
  • 33. 33 © TechSoup Global. All Rights Reserved. TechSoup Courses for Social Media Social Media Marketing For Nonprofits In this four-course self-paced series, we’ll share tips and tricks for running effective social media fundraising campaigns that accomplish measurable results. Whether you’re a total newbie to the social media landscape or you’re a social media superstar, you’ll walk away with new ideas for ways to use these platforms to connect with donors and elevate your fundraising. Get $30 off (20% discount) by using promo code ‘20WEBDEC at checkout. Offer valid until Dec 31, 2022.
  • 34. 34 © TechSoup Global. All Rights Reserved.