DOING THE MOST GOOD - Amazon S3 › usn-cache.salvationarmy.org › ...Facebook evolves to make $$ from its captive audience, so we must pay to play. Twitter and LinkedIn are in on

DOING THE MOST

GOOD Engaging Your Online Audiences

Use the hashtag

#Resonate2014 & tweet along!

Emerging Social Media Trends for 2014

Mobile

This is the year experts predict that the number of mobile devices will exceed the world population! EVERY website must be optimized for mobile.

Assured engagement

Facebook evolves to make $$ from its captive audience, so we must pay to play. Twitter and LinkedIn are in on it too.

Growth of “niche” sites

Goodreads, Dogster, MeetUp, AllRecipes, etc., small, targeted networks will continue to grow.

Image Power!

Pinterest & Instagram are growing and expected to get stronger. Average social media users LOVE image-based posts.

Google+ will grow

It’s a big part of Google’s search algorithm.

Hashtags

We’ll see hashtags everywhere and not just in social media: on the news, in ads, etc.

Two Big Social Media Trends

Content is king! Algorithms have been improving to the point that the most compelling content now dominates search results. In early 2014, organic Facebook reach dropped down to the single digits. So, a page that has 2000 likes may only reach 150 people with a specific post.

Use of Facebook by brands now demands creativity AND spending (promoted posts)

The picture is the story Photos get 53% more likes, 104% more comments and 83% more link clicks than other posts.

Engaging Your Online Audiences

Blogs

Blogs are growing in influence. There are 31% more bloggers today than there were three years ago.

46% of people read blogs more than once a day.

Of those who read blogs, they regularly read between 5 – 10

Keep in mind… Rather than focusing on the tool, the way to understand blogging and use it effectively is to “zero in on the social media principles” that make it work like… “participating in a larger community and not controlling the conversation.”


The Difference Between Blogging and Journalism

Bloggers are usually independent of news organizations – there are a few exceptions – so much of the blog content which passes for “news” has not be vetted by an editor or reviewed by a fact-checker.

Jason Falls’ story in SocialMediaExplorer.com refers to the

essential difference between blogging and journalism in one word: fairness

A piece of journalism, even an editorial or opinion piece, written by a trained and ethical journalist, at least attempts to give opposing sides or viewpoints an opportunity to respond before the article or program is published. A blogger just publishes, one-sided or not, assuming that if anyone wants or needs to respond they can do so in the comments.


Social Networks

Social networks attract a variety of age groups and

interests Be conversant and proficient in using Facebook & Twitter Google+ is a also player because they’re “socializing” Gmail and YouTube user accounts and prompting users to use their real names.

Slate Magazine story about Google+


http://www.slate.com/articles/technology/bitwise/2014/01/google_is_trying_harder_than_ever_to_be_facebook_gmail_and_youtube_users.html

Facebook

Biggest social networking service, more than a billion

members Ideal for sharing news, photos, videos, playing games,

supporting causes and connecting with people with common interests

Facebook serves community-building purposes for public

relations: Attract attention

Two-way communication

Conversation monitor

Interactive activities

Internal communication

Network with media

Crisis management


Twitter

Micro-blogging – tweet < 140 characters to alert friends

and followers Multi-person text message service Tool for public relations:

As a news sources – used to break news or pitch stories

Providing valuable content – tips and insights

Building a community – tweet daily to engage followers

Crisis management – issue statements and post updates


Generation Z / “Oversharenting”

From Time Magazine, Jan 17, 2014 Current generation is WAY MORE cautious than their

Millennial brothers and sisters Favor anonymous, self-destructing social media v.

permanent and identifiable Facebook / Twitter personas Snapchat, Blink and BurnNote are examples Whisper – guarantees that content can never be traced to

the poster. Appeals to those who are fighting FOMO – fear of missing out.


A good Facebook post should attempt to do one (or more) of the following: Educate – A good post should try to teach the audience about the organization: a product line, a bit of history, a goal or mission, etc. Entertain – If you can educate while offering something heartwarming or funny that your audience will enjoy, that’s ideal! Experience – Try to give your audience an experience: move them emotionally on some


Example of Good Facebook Post

Similar rules apply for Twitter


Be engaging:

Have a sense of humor

Multi-person text

message service …but keep it brand-appropriate

Provide links Educate, entertain or offer an “experience”

Use photos or videos

Click here for a PC Magazine story on how some of the best brands on Twitter use it for

http://www.pcmag.com/article2/0,2817,2417646,00.asp

http://www.pcmag.com/article2/0,2817,2417646,00.asp

Social Media Guidelines


If you are employed directly or indirectly by the Army and you contribute to blogs, wikis, social networks (Facebook, Twitter, Google+, etc.), forums or any other type of social media your actions online are public can still be construed as representing The Salvation Army.

Basic Social Media Rule


Keep this in mind… If you can’t share it with a reporter; in front of your Sunday School class; or with your peers around the table at the next annual dinner, then DON'T share it in the Social Media space!

Status Update


My favorite:

“My IQ just

dropped 50

points when I

walked into

Walmart” So, what’s the big deal?

Two anti-Walmart status updates were

posted about 6 weeks before

Red Kettle Season by officers on

their Facebook pages

It’s Social, not Private Networking

You have no right to privacy with respect to social networking. The Salvation Army reserves the right to monitor employee / officer use of social media regardless of whether you're at work on a company computer or on personal time on your own computer.


Policies Extend Beyond the Workplace

Salvation Army employee policies on ethics, company loyalty, etc. extend to all forms of communication (including social media) both inside and outside the workplace. Paraphrased from the Presidium harassment training material: As a supervisor with the authority to hire, fire, promote and discipline employees, you represent The Salvation Army and are responsible for your interactions with employees 24 hours a day, 365 days a year.


Long-Lead and Monthly Content Planning Dates of Recognition Campaigns Based on Measurement & Analysis of Competitive Trends

Timely & Relevant Content

Posting content that is highly timely and relevant is more important than ever, particularly when related to a disaster or other urgent news.

Valuable Content

Offering an “experience” Leveraging the Brand

Active Listening

Tools and Teams


Best Practices

What’s Your Goal?


Design each post with the desired action in mind.

Trends and Best Practices


Focus on content that is timely and relevant “Trendjacking”: Using a trending news topic, create social

media content for it, and release it right away. It’s only useful for that period in time; however, it can be extremely powerful and compelling.



Relevant

Timely



Focus on content that is timely and relevant

Potential opportunity to highlight partners

1,034 shares 1,170 likes

2.434 shares 1,157 likes



Create content that adds value.

People don’t want to be marketed to on social media – they are there to talk to each other. Brands have to be great guests at the table if they want to have a voice.


Trends and Best Practices Create content that adds value.

Leveraging in-mission partners Positioning organization as thought leader

Trends and Best Practices Engaging Your Online Audiences


Spur Action and Affiliation Leverage the Brand: Passionate, Compassionate, Brave, Uplifting, Trustworthy

Trends and Best Practices Engaging Your Online Audiences

Celebrity Endorsements

Emotionally Compelling




Use video to tell stories

Video content is now more important than ever, but it doesn’t have to be a big production. Micro-video can also be effective (Instagram video, Vine) The good news is that almost half of all video watchers complete the entire video, with a whopping 79% completion rate on those on auto-play .



Repackaging and Repurposing: Content for social media has to be packaged differently for short attention spans. Extract “bite size” pieces of content from longer-form media

(blog posts, videos, etc.) to post on social media.

Campaigns


The best social media campaigns are not afterthoughts; they are well-planned and integrated from the beginning. #DoingtheMostGood #RocktheRedKettle #RedKettle


Campaigns National Salvation Army Week

May 12 - 17 Honoring Volunteers, Partners, Supporters Sharing Your Stories: Submit To: [email protected] Conversation surrounding #DoingtheMostGood

mailto:[email protected]

Active Listening


In 2014, NHQ began using Sysomos Heartbeat, an active social listening tool. Measurement capabilities

include: Close monitoring of important topics Emerging trends in SA mentions Competitive trends and performance analysis Email alerts for real-time monitoring Channel performance analysis

Active Listening


A dedicated team is key to social marketing success. One-

person social media “teams” are most common Smaller teams can be more active with social listening and

analysis using a variety of free tools:

Searching Twitter for “Salvation Army” (quotes included) + territory, state, or city name

Searching Instagram and Statigram for relevant hashtags

Hootsuite to monitor and publish from multiple social media accounts

Tweetdeck to monitor multiple Twitter accounts as well as important hashtags

Google Alerts for monitoring online mentions (use

http://www.armyobserver.com/

Active Listening


People aren’t always tagging the Army when they’re talking about us. Some mentions include #salvationarmy or other hashtags --

or even just the words “Salvation Army” or its various possible misspellings Active listening means being aware of and engaging with

those mentions even when the official accounts have not been directly tagged.

Competitive Trends


Photos of happy, smiling children who are being helped,

up close and making eye contact with the camera

Competitive Trends


Competitive Trends


Sharing facts and figures to demonstrate impact

Competitive Trends


Thanking supporters


Featuring clients and people who’ve been helped Story submission: the NEW www.RedShieldToolKit.org

Competitive Trends

DHQ: Most Engaging Facebook Post


Fundraising: Christmas Matching Gifts Volunteering: Bellringing Photo Contest Awareness: Special Events (Radiothon)

2012 Triple Your Impact


Facebook

274 people reached 15 Likes and 7 Shares

14 people went to donation page

2013 Kettle Match


News Release to Media and on Web directing people to www.kettlematch.org

http://www.kettlematch.org/

2013 Kettle Match


Facebook promoted posts with $150 budget for 10 days. • Reached 64,539 people • 21 Shares • 125 engagement • 73 click on the post

$7,970 raised • 30 donations

• $265.67 Average Gift

Matching Gift Lessons


Top 3 Things learned:

Simple is better

Let the brand speak for itself Paid post expands reach, therefore increasing

engagement While $300,000 is attainable through online fundraising

and bellringing, it’s intimidating for social media

Photo Contest


We had a photo contest on Facebook to promote bell

ringing. People were asked to submit creative photos of themselves bell ringing

Of the 6,548 people reached 3,560 people engaged

somehow with the post Over 2,900 likes (# of votes)

The winner had 617 likes with 21 shares! the runner up had 557 likes with 127 shares!

Photos generated 328 shares

Photo Contest


Lessons Learned

We learned to use an app! • In order to get page likes you must put the photos in an app

Timing is everything

• Make sure you don’t give the prize away until after Christmas, allow people to bell ring until Dec. 24th

Let the volunteers tell the

story

Special Event – Radiothon


Statistics Nearly 12,200 people

reached •30 shares

•262 likes

•20 clicks

•3 post $10 each What we learned •People love to spread awareness

•Paid post expands reach, therefore increasing engagement

•Engagement doesn’t always translate into donations

Facebook Advertising


Best practices start with defining objections and the

target audience. You can reach 172,000,000 adults 18+ in the United States

with a promoted post in their news feed. Given the massive reach and scale, a marketer’s job is to

build niche audience segments to target.

Richard’s Group has seen that their display campaign’s ROI is negative until the last two days of the year.

• Try to boost 1 or 2 posts throughout December to drive up top of mind awareness, and then on the last 2 days of the year, spend the remaining portion of the Facebook budget.

Disasters and Special Events • During times of high visibility ROI will improve

Types of Ads


Objectives? • Engagement

• Reach

• Sales/Donations

Target Audience? • Demographics

• Geographical location

• Interest/ Behaviors

ROI or Awareness?


Facebook doesn’t perform at a high level in terms of ROI. People’s mindset is much more in the mode of discovery

versus action. They are looking for information…they are searching.

Facebook is a great place to advertise because people are

very focused and receptive, but they might not be inclined to take immediate action.

Documents

DOING THE MOST GOOD - Amazon S3 › usn-cache.salvationarmy.org › ...Facebook evolves to make $$ from its captive audience, so we must pay to play. Twitter and LinkedIn are in on