View
948
Download
1
Category
Preview:
DESCRIPTION
If you live in or have visited almost any major city, chances are you’ve seen the lines around the block for one of the many food trucks serving the hungry masses tasty lobster rolls, Vietnamese inspired tacos, or delicious cupcakes. But beyond filling our bellies, these new businesses have become marketing masters, utilizing social media and other tools to bringing new customers to their businesses. Nonprofits can learn a thing or two from these food trucks. We take a look “under the hood” to uncover the secrets of their explosive success through masterful grassroots marketing, a collaborative spirit and a laser focus on their brand. Presented by Carie Lewis and Erin Shy.
Citation preview
Six Social Media and
Marketing Tactics
Nonprofits Can Learn from
Food Trucks
Introductions
Carie Lewis
Deputy Director, Online Communications The Humane Society of the United States @cariegrls @HumaneSociety
Erin Shy
Sr. Director Product Management and Product Marketing Sage Nonprofit @erinshy
#apffoodtruck
How did Food Trucks emerge? #apffoodtruck
How did Food Trucks emerge? #apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
Photo post: Sam 31,600 likes 8,000 shares 3,000 comments $5,000 raised
Video post: Billy 9,500 likes 4,400 shares 1,000 comments $2,000 raised
#apffoodtruck
What to test: Email • Subject line text • Use of multimedia: video vs. photo • Full article vs. teaser
Facebook • Post length • Multimedia type / post type • Questions vs. statements • Time of day
Donation forms • Donation amounts • Button color • Images • Single vs. multipage
Tested our DRTV Form, long form won
#apffoodtruck
https://www.youtube.com/watch?feature=player_detailpage&v=tXSCP84QgS4
#apffoodtruck
Seabirds http://www.youtube.com/watch?v=3DxGWI1S59U World Wildlife Fund http://www.thedailydogooder.com/2013/01/28/national-sweater-day-2013/
#apffoodtruck
Bringing your pets to work is such a HUGE part of our organization’s culture. We create our own memes!
#apffoodtruck
Branded donation page
#apffoodtruck
#apffoodtruck
http://www.youtube.com/watch?feature=player_detailpage&v=ewVnNBx5DdU#t=49s
#apffoodtruck
You HAVE to be where people are – and make it as easy as possible. We found our members are not on Twitter, but they talk about us there. Our members are on Facebook. 25% of our web traffic is from mobile devices
#apffoodtruck
#apffoodtruck
Push your message – but make it about them. If you look at our Twitter feed, it’s mostly @ replies. LISTEN and find out what they like/want/need.
#apffoodtruck
#apffoodtruck
#apffoodtruck
#apffoodtruck
Participating in charity contests are fun – but it’s an incredible resource investment. Make sure the payoff is worth it! In the end, make sure you close the loop.
#apffoodtruck
#apffoodtruck
#apffoodtruck
Be opportunistic, nimble, and use social media in particular for time-sensitive events
#apffoodtruck
#apffoodtruck
Summary
1. Focus on a niche
2. Manage risks and tests concepts
3. Define your brand and personality
4. Go to your customers, be fundamentally mobile
5. Push your message through social media
6. Collaborate with the competition
7. Create a sense of urgency
#apffoodtruck
Carie Lewis
Deputy Director, Online Communications The Humane Society of the United States @cariegrls
Erin Shy
Sr. Director Product Management and Product Marketing Sage Nonprofit @erinshy
#apffoodtruck
Recommended