Ways to enhance your social media for nonprofits

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Presented to the Public Relations Society of America of Puget Sound "Connecting for a Cause" Nonprofit Seminar, 9/25/2012

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  • Social channels sort of reveal the very skeleton or DNA of your organization.What you talk about can show what is important. You should care and think about how things work on the web
  • So we can just talk about what we are interested in, right? It’s all about me meme. Uh, no. Don’t be an egomaniac.
  • Meant to be a recruiting photo. Instead it elicited fond memories and great stories.
  • Constant vigilance isn’t always necessary, but it pays to pay attention… especially for any hot-button issuesDon’t be afraid to ban users who are out of line… Often your community will help with that - for example, these comments were marked as spam by supporters and not by us.
  • Baselin: Review peer organizations and competitorsNote likes, followers, comments, etc. Compare your own company to these results. …Now… make a goal. Strategic direction: Communicate scientific breakthroughs and our life-saving cancer research
  • Team is myself and the two writers who post to Facebook & Twitter.Other team members include analytics person and designer.
  • Email the requestor back.
  • Content is the trees in the forest, the coffee in the cup, the books in the bookstore. Without content there is no blog.
  • Content posted later in the day bets more likes and shares. Like’s peak at 8pmShare’s at 6pm.
  • Movie has been under wraps for three years. Finally got permission to put up. Want the world to see it, so I spent $15 to promote it to our friend. Declined to promote it to friend of friends. Found that doesn’t necessarily contribute to our needs – doesn’t result in likes.
  • Tried to have a “hutch” account, would never approve it for me to make edits. Finally, just made my own account, built page. Which then got completely ripped apart and now has very little content.
  • Everytime I see a article about social media, it seems to include some exponential number about Pinterest being the most exponentially popular social media channel. A grey banner with the price will be displayed on the upper left corner. Your pin will automatically go into the gifts tab located at the top of the homepage.
  • Very strong brand
  • Google+ loved by Google. Like YouTube
  • Ways to enhance your social media for nonprofits

    1. 1. Ways toenhance yoursocial mediaPRSA of Puget Sound‘Connecting for a Cause’Nonprofit Seminar9/25/2012Suna GurolLead Web/Social Media ProducerFred Hutchinson Cancer ResearchCenter
    2. 2. Agenda Conversations Strategy Content planning Content Design SEO Analytics Mobile Promotion Where are journalists Useful links Questions?
    3. 3. Who am I?
    4. 4. Social is the DNA of anorganization – the brand
    5. 5. Social helps you tell your story But what is missing?
    6. 6. Social is all about theconversation
    7. 7. Conversations
    8. 8. Everybody loves me!
    9. 9. Not a monologue Hence the name “social media” and not “me media” It‟s about how people respond to you and how you make them feel.
    10. 10. You do notcontrol theconversation
    11. 11. How yourespondwhensomeonesayssomethingnice
    12. 12. And lessnice Customer service Can now use private messaging as an organization
    13. 13. And evenless nice.Need tofind abalancewhen youwalk into ahot-buttonissue.
    14. 14. Strategy
    15. 15. Why have a plan? Youdon‟t really need one… unless you want to be able to show that your work means something.
    16. 16. Simple strategy Do a baseline comparative analysis of your peers Identify target audiences (donors, job seekers, people interested in your mission) Strategic direction (that‟s communicating your mission) Goals – objectives & tactics to help with the mission
    17. 17. Goals Mission: Goal should tie directly in to the mission of the organization. Simple goals:  We will post at least four times a week  comment on another blog two times a month  have 2000 subscribers by end of year  aim to have 10 donors or volunteers as a direct result of the blog
    18. 18. Policy
    19. 19. Content planning
    20. 20. Yearly calendar
    21. 21. Weekly calendar
    22. 22. Gathering information - Attendrelevant internal meetings Bi-weekly meetings with social media team Media planning meeting Groups around the organization – Development, Community Relations, Media Team, Writer‟s monthly meeting TTD – quarterly meetings with people who do social media
    23. 23. Offer training Make yourself available for simple social media training and strategizing Training materials are helpful
    24. 24. Make yourself available andyou‟ll hear about the socialmedia-worthy info „socialmedia@fhcrc.org‟ email address Available for design, setup Listserv group Be responsive to internal requests Explain why not running with an idea (you are the expert)
    25. 25. Be involved outside of yourorganization Social Media Club Social Media Breakfasts Content Strategy meetup Reference  Smart Brief on Social Media  Social Media Examiner  Social Media Marketing for Nonprofits  LinkedIN groups Continued education  UW Master in Communication in Digital Media  Social Media certificate
    26. 26. ContentIt‟s all about the content. Really.
    27. 27. Post great content What people want to hear  Success stories  Communicating your value / beliefs / mission  People-oriented stories  Human voice – ducks, photo of airplane, kids  Photos  Video
    28. 28. Frequency Can post more –  used to be 1-2x day, now 3-5 okay on Facebook  5-10x day Twitter Depends on the industry for YouTube, Pinterest, LinkedIN.
    29. 29. Facebook Timeline- loves and meh Loves  Images! – cover photos, photos  Videos Meh  Links  Status updates  Questions  Pinning to top and highlighting a post  Reposts
    30. 30. Timing ofFacebookposts
    31. 31. Promoting content Don‟tbe scared to promote good content that might get lost
    32. 32. Twitter tips Do not co-post to both Twitter and Facebook 125 characters: Try to make posts 125 characters, to encourage comments and retweets Position Your Links: Experiment with putting the links in the middle of the tweet, rather than at the end. Clean out useless follows. Follow other peer organizations, partners, news organizations, major companies Mindfulness: Check on tweets throughout the day. Use hashtags and mentions strategically.
    33. 33. YouTube Nonprofit program  Overlay  Design – Can use a image map to add in links  Annotations  Listed on the Nonprofits videos page: http://www.youtube.com/activism SEO  Describe your video with words your supporters use, not Board marketing speak  Add in your url in the description – it‟s clickable and the first thing people see
    34. 34. Wikipedia Awesome SEO – often 1,2,3 link in search results Another web presence … for free! Anyone can edit – so needs to be monitored regularly. Won‟t allow for what it sees as marketing- speech Can be a bit of a morass
    35. 35. Blog Design Have a mission statement Frequency – At least 1x week. Shorter posts, more topical to news of today. Writers – add more Reporters - Let them know about your blog. Enhanced content – videos, slideshow, photos
    36. 36. Pinterest Communications – Create pin boards of related photos, infographics. Fundraising  Auction items for Events – can add in the $ symbol and the amount  Events general - Create a Pinterest board for every event with images. Cause marketing – Add a Pinterest button to a Cause marketing product so people can share the photo of the product on their boards.
    37. 37. Others Google hangouts – actually very cool for meetings Google handouts on air – actually really cool for online panels, interviews Yelp – Everybody uses it Flickr – Still viable StumbleUpon – new design! MySpace! - new design!
    38. 38. Tales of woe Twitter: CNN reporter LinkedIN: Change in title – whoops! Facebook:  Photos to wrong group – haha!  F-bomb on company page – eek!
    39. 39. Design
    40. 40. Facebook Design Change out cover image regularly Design app tabs to match your brand Use your logo and color for profile picture Add in messaging on cover image… but no direct ask
    41. 41. Twitter design
    42. 42. Google +
    43. 43. YouTube
    44. 44. SEOIs way important
    45. 45. SEO “Search is the connection between intent and content”- Bill Barnes, Mediative SEO is completely tied to social You can‟t game the system Important to tie your website to social  Google Penguin update – more emphasis on how you are doing in social circles than in inbound links
    46. 46. Content is Queen for SEO High quality content is key Ask your readers what they are interested in from you. Chances are these are things that they are searching on.  Check to see what people are commenting on and retweeting  For enewsletters, see what people are clicking on  Do a user survey -- Survey Monkey, Facebook questions
    47. 47. Analytics
    48. 48. Basic Analytics Which stories are the most liked & retweeted? What content leads to increased donations? What social media campaign increased volunteer sign-ups? What images, pages gets the most clicks?
    49. 49. Google analytics
    50. 50. Facebook insights  Engaged Users – number of people who have clicked on your post.  Reach – the number of people who have seen your post  Talking about this – likes, comments or shares  Virality – the math. Number of people talking about the post, divided by the number who have seen the post.
    51. 51. Facebookpost views(this one ispromoted)
    52. 52. Sample analytics report
    53. 53. Mobile
    54. 54. Mobile How many have a mobile device here / now? (How many have checked Facebook during my presentation so far? Don‟t lie.) Has become the “1st” screen Add social media links to your mobile website, if/when you have one. For timeliness, use mobile phone to post to your organizations social channels… but be careful (see aforementioned tales of woe)
    55. 55. Promote social channels
    56. 56. Adding your social icons Email signature Well, obviously all of your websites – prominent social media buttons, Facebook “like”, Google+1 Cross-promote Enewsletter Email Business cards Intranet or internal communications– all employees should be following your org
    57. 57. Whither journalists?
    58. 58. What happened in the lastfive years? Lots of people lost their jobs, especially in news. Tighter budgets, more beats with fewer reporters, fewer resources at established papers. Shorter news cycle, tighter deadlines. Less is more…
    59. 59. Used to be(who theythought they were)
    60. 60. Now
    61. 61. Where are the reporters? Journalists are all on social! A study in 2011 said that over half Canadian journalists had been pitched to via social networks. Be friends / LinkedIN contacts with your journalist contacts Understand the journalist and the news angle Read outlets and journals, follow conversations, follow the source
    62. 62. Citizen journalists Anyone can be a Citizen journalist for good Journalist or for worse Potential for viral Content is news stories sharable Publish cycle is Hard to be first fast
    63. 63. Useful stuff
    64. 64. A Few Useful references Topsy – good social search Friendfeed – allows you to search for old tweets (yay) Tweet grader – tells you how influential you are. Sparkwise for analytics - http://sparkwi.se/ Social Media Sizer cheat sheet: for design of social media channels. http://ijustdid.org/2012/06/social-media-size- cheat-sheet/ Social Media Examiner Smart Brief on Social Media John Haydon Social Media Marketing for nonprofits Google Alerts
    65. 65. Questions???
    66. 66. Contact meSuna GurolLead Web/Social Media ProducerFred Hutchinson Cancer Research CenterP: 206/667-1112E: sgurol@fhcrc.orgT: @SunaGLN: www.linkedin.com/in/sunagurolW: http://www.sunagurol.com/

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