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Valley Gives 2018: Storytelling with social media

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Valley Gives 2018 workshop: Social Media. Presenter - John Haydon. Hosted by Community Foundation of Western Massachusetts

Published in: Government & Nonprofit
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Valley Gives 2018: Storytelling with social media

  1. 1. STORYTELLINGWITH SOCIAL MEDIA
  2. 2. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives • What are your stories worth? • Why problems matter • Yes, this is me • Storytelling templates for social media • Streamline your content workflow • Bring the impact to your donors with Facebook Live
  3. 3. WHAT AREYOU STORIESWORTH?
  4. 4. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGivesWhat are your stories worth? True story: Bought for $1. Sold for $105.
  5. 5. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives 200 were objects bought for $250 http://significantobjects.com/ What are your stories worth?
  6. 6. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives When stories were added: $8,000 total http://significantobjects.com/ What are your stories worth?
  7. 7. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives “Stories are such a powerful driver of emotional value that their effect on any given object’s subjective value can actually be measured objectively.” — Joshua Glenn and Rob Walker What are your stories worth?
  8. 8. THE“MAKE SENSE”MANDATE
  9. 9. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives = Problems are the cornerstone of every story Paramedics finished her text, "...love you".
  10. 10. = What is the cornerstone of every story that has ever been told?
  11. 11. PROBLEMS
  12. 12. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives PERSON PROBLEM PAYOFF Problems are the cornerstone of every story
  13. 13. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Person Problem Payoff Hero (donor) Problems are the cornerstone of every story
  14. 14. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Story example https://medium.com/charity- water/the-woman-who-fell- down-the-well-5e72d68d7e9b Person Problems are the cornerstone of every story
  15. 15. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Story example https://medium.com/charity- water/the-woman-who-fell- down-the-well-5e72d68d7e9b Problem Problems are the cornerstone of every story
  16. 16. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Story example https://medium.com/charity- water/the-woman-who-fell- down-the-well-5e72d68d7e9b Problems are the cornerstone of every story
  17. 17. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Story example https://medium.com/charity- water/the-woman-who-fell- down-the-well-5e72d68d7e9b Payoff Problems are the cornerstone of every story
  18. 18. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGivesProblems are the cornerstone of every story Mini case study:
 • 132 shares • 9,700 people reached • 2,096 completions • 31% conversion rate • 16 donors
  19. 19. YES,THIS IS ME
  20. 20. Can you guess what this cat is saying?
  21. 21. “Yes, this is me.” - Cat
  22. 22. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives People use social media to make a definite impression upon others. Yes, this is me!
  23. 23. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives “I’m a liberal who cares about journalism and free speech.” “I’m an animal-loving vegan who cares about social justice.” “I’m a nurse who cares about access to healthcare in Africa.” Yes, this is me!
  24. 24. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives YOUR ORG FACEBOOK TWITTER INSTAGRAM SNAPCHAT WEBSITE Stop trying to make your organization look:
 • Cool • Hopeful • Hip • Smart • Authentic • Transparent • Smart Yes, this is me!
  25. 25. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives YOUR ORG FACEBOOK TWITTER INSTAGRAM SNAPCHAT WEBSITE Stop trying to make your organization look:
 • Cool • Hopeful • Hip • Smart • Authentic • Transparent • Smart Yes, this is me!
  26. 26. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives YOUR SUPPORTER GROUPS COLLEAGUES NEIGHBORS FAMILY FRIENDS Start trying to make your supporters look:
 • Fulfilled • Inspired • Connected • Valued • Contributive • In the know • In the group • Sexy Yes, this is me!
  27. 27. It’s not about how you look. It’s about how you make your supporters look. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGivesYes, this is me!
  28. 28. STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  29. 29. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives 1. Long form post 2. Break up paragraphs 3. Go back to the well STORYTELLINGTEMPLATES FOR SOCIAL MEDIA Tell the whole story in one post
  30. 30. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives 1. Every victory counts 2. Not about your org 3. Impacts donor retention STORYTELLINGTEMPLATES FOR SOCIAL MEDIA Tell stories about victories
  31. 31. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tell stories that empower your people 1. Help them prepare 2. Help them save time 3. Help them solve problems STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  32. 32. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tell stories that get people angry 1. Rage is a great motivator 2. Excellent for fundraising 3. Don’t play it“safe” STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  33. 33. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tell stories that strike a nerve STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  34. 34. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tell stories that people are already talking about 1. Trending stories 2. Be the first to share news 3. Ear to the ground STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  35. 35. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Ask fans: 1. For their opinion 2. For their tips and ideas 3. To share good news 4. To share stories STORYTELLINGTEMPLATES FOR SOCIAL MEDIA Tell stories that start conversations
  36. 36. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives 1. Makes them feel good 2. Makes you look good 3. Increases donor retention Tell stories about heroes STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  37. 37. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tell stories that show impact STORYTELLINGTEMPLATES FOR SOCIAL MEDIA 1. Before and after 2. Show success 3. Impacts donor retention
  38. 38. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives 1. Makes them feel good 2. Makes you look good 3. Increases donor retention Tell stories that praise your donors STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  39. 39. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tell stories that entertain STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  40. 40. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Two phrases to use more in your social media posts: 1.“Comment below if…” 2.“Share if…” STORYTELLINGTEMPLATES FOR SOCIAL MEDIA
  41. 41. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives 1. Templates for any social media use 2. Includes template for Facebook images 3. Add text, pics, etc. 4. Royalty free mages are available for $1 STORYTELLINGTEMPLATES FOR SOCIAL MEDIA Consider using a tool like canva.com
  42. 42. STREAMLINEYOUR CONTENTWORKFLOW
  43. 43. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Step 1: Consider unique needs / goals for your organization 1. Org goals 2. Number of social platforms 3. People and tasks Streamline your content workflow
  44. 44. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Click here to download this spreadsheet Streamline your content workflow Step 2: Put your editorial calendar online
  45. 45. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives SET UP - 3 months PROMOTE - 1 months REMIND - 1 week INSPIRE The big day!!! THANK + 1 day WHAT’S NEXT? + 1 week Mobile friendly event page Drive traffic with direct mail Update event page with social proof Close registration / add important details for registrants Update page with event pics (link) Thank again, tell registrants what’s next Develop stories and content Engage community with stories Ask registrants to share top stories with friends Encourage participants to share stories on social during event Feature event pics Share stories for next event Write email drip campaigns Early registration email campaigns Send 1-2 FOMO emails Email last-minute details to registrants Send email blast with event pics Thank again, tell them what’s next Assemble ambassadors Ambassadors start promoting Ambassadors last- minute push Encourage ambassadors to share on social during event Thank by phone and postcard Coffee and bagels Google Analytics Native ad retargeting Target friends of event registrants Stop all ad campaigns Thank all participants in thank you video Debrief metrics Big event task list
  46. 46. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Step 3: Automate content queues Don’t waste time scheduling every update Use Buffer or Hootsuite to create content queues Streamline your content workflow
  47. 47. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Step 4: Source content ideas 1. Feedly, Pocket and Buzzsumo are great apps to capture content ideas 2. Use marketing bank for collecting content ideas Streamline your content workflow
  48. 48. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Step 5: Automate workflow with IFTTT 1. Automate publishing 2. Automate notifications 3. DON’T automate replies Streamline your content workflow
  49. 49. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Step 6: Strike a balance between curation and creation 1. Curation saves time 2. You become a resource 3. ALWAYS REPOSTYOURTOP PERFORMING CONTENT! Streamline your content workflow
  50. 50. BRINGTHE IMPACTTOYOUR DONORS WITH FACEBOOK LIVE
  51. 51. Presented by John Haydon Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Facebook Live lets any person, brand, or nonprofit broadcast live video on Facebook. Bring the impact to your donors with Facebook Live
  52. 52. Presented by John Haydon Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tip #1: Don’t freak out • Mistakes will be made • You will feel nervous • You will survive Bring the impact to your donors with Facebook Live
  53. 53. Presented by John Haydon Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tip #2: Pick a topic peopleWANT to discuss • Trending topics or news • Frequently asked questions about a specific topic • Provide an insider's view behind the scenes • Research other popular themes on social media • Give access to something most people don't witness Bring the impact to your donors with Facebook Live
  54. 54. Presented by John Haydon Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tip #3: Make an outline for your broadcast • Introduce the topic or event • Introduce yourself • List the interview questions • Tell people what's next (events, news, fundraisers) • Respond to comments throughout the broadcast • Ask for follows throughout the broadcast Bring the impact to your donors with Facebook Live
  55. 55. Presented by John Haydon Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Tip #4: Respond to commenters • Call out commenters by name • Read their comment • Reply to their comment • Say thank you Bring the impact to your donors with Facebook Live
  56. 56. Presented by John Haydon Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives • Send a follow up email • Link to broadcast in your newsletter • Re-share broadcast on your Page • Slice up the video for more posts Tip #5: RECYCLE the recording Bring the impact to your donors with Facebook Live
  57. 57. THANK YOU! johnhaydon.com/hdcb
  58. 58. Presented by JOHN HAYDONSTORYTELLINGWITH SOCIAL MEDIA #ValleyGives Strategist, Teacher, Coach - Helping nonprofits get more from their digital marketing and online fundraising efforts. Consultancy based in Cambridge, MA with clients all across America. Author: Facebook Marketing for Dummies and Facebook Marketing All-In-One (Wiley) Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud BBCon, New Media Expo, AFP New Jersey, CauseCamp, Boys & Girls Club, Volunteers of America, Jewish Family Services, Sarasota Community Foundation, Kitsap Community Foundation, The Nonprofit Storytelling Conference, and more. Clients include: Habitat for Humanity, Make-A-Wish, Boys & Girls Club, Jewish Family Services, Ronald McDonald House, Environmental Defense Fund, Boston Medical Center, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, and more. Weekly training via Facebook Live: http://johnhaydon.com/hdcb About John

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