Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)

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Webinar presented by Good360 on Oct. 9, 2013. Presenter: Annie Lynsen of Small Act

Reach more people and build passion for your organization through social media.

Social media has the potential to be a powerful marketing and fundraising tool. But for time-strapped nonprofits, how do you use your limited time strategically and get the results you want?

In this webinar, the speaker will discuss why you can't afford to ignore social media, some strategic advice for getting started, and some general how-tos and etiquette tips that are applicable across Facebook, Twitter, and other networks.

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Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)

  1. 1. Social Media 101: Getting Started October 9, 2013 #Good360
  2. 2. Nonprofit Webinar Series October 30: Prospect Research: Diving Deeper with Social Data Featuring Small Act’s Casey Golden Ongoing Webinars: •Good360 101 •Good360 Framing Hope Webinar •Good360 Retail Donation Program Webinar •Good360 Best Practices in Truckload Donations Register online at: http://www.giftsinkind.org/Charities/FREE_Webinars #Good360
  3. 3. News & Updates • New Website – Good360 will unveil an innovative platform that will help nonprofits engage with their supporters to get more product donations. • Blog – We launched our “Power of Good Blog” earlier this year. All posts are shared on social media. #Good360
  4. 4. Twitter: @Good360 #circleofthanks YouTube Station: GiftsInKind1 Facebook: Facebook.com/ good360.org Connect with Good360 You’ll have access to: •Good360 news & events •Nonprofit sector news •Sharing impact through donor thank you campaigns •Exclusive promotions for our Facebook and Twitter followers Pinterest: @Good360 LinkedIn: Good360 Our social media outlets #Good360
  5. 5. Great Examples from Our Partners #Good360
  6. 6. Pinterest Campaigns #Good360
  7. 7. Our Speaker Annie has spent her entire career focused on nonprofit marketing and communications. In the past ten years, she's worked for the Evangelical Lutheran Church in America, KaBOOM!, and now serves as the Director of Awesomeness for Small Act. Small Act empowers nonprofits and associations to nurture key relationships through its social media software, Thrive and Profile Builder. Founded in 2008 and based in McLean, Va., Small Act proudly helps The Nature Conservancy, Children's National Medical Center and over 150 other clients make the most of their social media investment. Annie Lynsen Director of Awesomeness Small Act #Good360
  8. 8. Social Media 101 by Annie Lynsen Tweet about this presentation with the hashtag #good360
  9. 9. What are we going to cover? Overview of social media Platforms: Twitter and Facebook Strategy Brand presence vs. campaigns Etiquette Measurement And a whole lotta case studies
  10. 10. Key takeaways You can’t afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each network has its own strengths and strategies, and they may not all be right for your business. Listen, be nice, and measure everything.
  11. 11. It’s not a communication change. It’s a cultural revolution.
  12. 12. It’s not a communication change. It’s a cultural revolution.
  13. 13. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION
  14. 14. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION
  15. 15. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION
  16. 16. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Facebook users have uploaded 250 BILLION photos since launch
  17. 17. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Facebook users have uploaded 250 BILLION photos since launch
  18. 18. Traditional media vs. Social media
  19. 19. Traditional media vs. Social media
  20. 20. In what ways are nonprofits using social media? Brand awareness Customer service channel Word-of-mouth campaigns Building relationships with their donors/members
  21. 21. How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Offer better, on-the-spot customer service/responses to questions Find donors/members where they spend the most time
  22. 22. Platforms Where can you do stuff?
  23. 23. Twitter
  24. 24. What is Twitter? Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters. Users “follow,” or subscribe, to various people’s tweets so they can read their updates.
  25. 25. Why bother? Twitter has plenty of time for your organization. Public tweets often end up at the top of Google searches. Do you want to create an account when times are good, or when a crisis hits?
  26. 26. General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your network. Provide value to the masses, but speak to individuals as individuals when you can. Bottom line: More supporters, more money.
  27. 27. What is Facebook? Facebook is the world's most popular social networking website. Users share “status updates,” pictures, videos, links, etc. The updates of your friends (and brands you follow) appear in your “News Feed.”
  28. 28. Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Can drive tons of traffic to your website. Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn
  29. 29. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT.
  30. 30. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT.
  31. 31. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT.
  32. 32. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT.
  33. 33. Other places to consider sharing Highly-visually- driven Pinterest Instagram Location-based Foursquare SEO/traffic-building Google+ Reddit Video YouTube Vimeo Instagram video Vine
  34. 34. Strategy Gettin’ it done
  35. 35. Questions to ask before you do anything What do we want to get out of this? Who is our audience? What stories resonate for our audience? What/who do we need in place to start?
  36. 36. How do you get started building a brand presence? Listen Engage Test Wash, rinse, repeat
  37. 37. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Mostly short-term gains, possible long-term gains Quick acquisition of followers & buzz
  38. 38. Think of it like “The Rocky Horror Picture Show” Audience participation is key.
  39. 39. Think of it like “The Rocky Horror Picture Show” Antici...pation works.
  40. 40. Think of it like “The Rocky Horror Picture Show” Show your favorite obsession: Strive to be a thought leader.
  41. 41. Think of it like “The Rocky Horror Picture Show” “Don’t dream it, be it!” Take risks!
  42. 42. Good brands (examples)
  43. 43. Good brands (examples)
  44. 44. Good brands (examples)
  45. 45. Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Do promote other’s content (12:1 rule) Keep it relevant
  46. 46. Measurement Start tracking, right from the start: URL clicks (bit.ly) Interactions (retweets, comments, @’s, “likes”) Followers
  47. 47. Measurement Analyze: What content are people responding to? What times/days am I getting the most traction? What conventions seem to get attention? (length of message, type of message, platforms, etc.)
  48. 48. Measurement Then: Replicate your success Avoid repeating failures Continue experimenting
  49. 49. Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each network has its own strengths and strategies, and they may not all be right for you. Listen, be nice, and measure everything.
  50. 50. Happy question time
  51. 51. Thanks! Find me online: annie@smallact.com smallact.com/blog gplus.to/smallact @smallact

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