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Social Media For The Smart Nonprofit. Brian Raines Calvert Design Group, Inc. www.calvertdesigngroup.com 410-231-4664 http://about.me/brianraines. Social Media. - PowerPoint PPT Presentation
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Social Media For The Smart Nonprofit
Brian RainesCalvert Design Group, Inc.www.calvertdesigngroup.com410-231-4664http://about.me/brianraines
Social Media
“Interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks” Wikipedia
Defined by the creation and exchange of user-generated content, thoughts, & ideas
Has introduced substantial changes to communication between organizations, communities, and individuals
Classifications• Social Network (Facebook)• Blogs/Microblog (Twitter)• Content Community (YouTube)
• Collaborative (Wikipedia)• Virtual Gaming (World of
Warcraft)• Virtual Social Worlds (Second
Life)
Social Media MarketingForm of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals
• Have a plan and goals! 1. What are you hoping to achieve through social media marketing? 2. Who is your target audience? 3. Where would your target audience hang out and how would they
use social media? 4. What message do you want to send to your audience with social
media marketing?
• Social media marketing can help with a number of goals, such as:1. Website traffic2. Conversions3. Brand awareness4. Creating a brand identity and positive brand association5. Communication and interaction with key audiences6. More defined by you specific to your business
Topics for Today• Why Social Media is important for my nonprofit
• Know your platforms
• What does the term “social care” mean to my nonprofit
• How to measure results
The Numbers Don’t Lie…• Social networks DOMINATE Internet
usage• 20% of PC time and• 30% of mobile time
• People aged 25-34 are most likely to use social media in the office, with over half saying they do so
• 30% of Twitter users have an income of more than $100,000
• 60 percent of all U.S. seniors (those 65 and older) are online. And of those, about half -- 49 percent -- are using Facebook
• Over 5 million images are uploaded every day on Instagram
Investment in Social Media Will Become a Necessity, Not a LuxuryThe tipping point from ‘should have’ to ‘must have’ will occur in 2014.
There is a need to integrate social media efforts with content strategy, leading to an impact in terms of lead generation, referral traffic, and revenue.
Increase in hiring social media strategists or full-time social media managers.
Social Media Goals for the Smart Nonprofit• New Followers• Grow Membership• Increase Donations• Newsletter Subscriptions• Increase Event Registration• Get Grant Money
Know Your Platforms!
Facebook Google+
Twitter LinkedIn
Yelp Reddit
Vine Instagram
Casual, friendly environment requires an active social media marketing strategy
Begins with creating a Facebook Business Fan Page
Social media marketing for business pages revolves around furthering your conversation with audiences by posting industry-related articles, images, videos, etc
Is a place people go to relax and chat with friends, so keep your tone light and friendly
Explore the use of the a new feature - #hashtags to create “buzz” about a product, event, special interest, etc.
Google+Facebook competitor with the same fun, casual atmosphere.
Upload and share photos, videos, links, and view all your +1s.
Google uses Authorship to create a visual tie between you and the content you publish.
The enhanced search result listings help readers identify your content at a glance and help you build authority and influence.
Google+ is quickly gaining steam, and in fact, now has the second highest number of monthly users (343 million).
An integral part of Google’s SEO, social signals and providing a more personalized search experience. This is especially apparent with the importance of Google Authorship, which I believe will be one of the key components to Google’s search ranking algorithm by the end of 2014.
TwitterBroadcast your updates across the web
Follow tweeters in your industry or related fields to gain a steady stream of followers in return
Mix up your official-related tweets about events, specials, discounts, and news updates with some fun and quirky tweets
Be sure to retweet when a supporter has something nice to say about you, and don’t forget answer people’s questions when possible.
Using Twitter as a social media marketing tool revolves around dialog and communication, so be sure to interact as much as possible
LinkedIn Will Continue It’s Rise as a Major Player for B2B Business Growth
LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals
Encourage customers or clients to give your nonprofit a recommendation on your LinkedIn profile
Recommendations makes you appear more credible and reliable
Image-Centric & Micro Video NetworksImage-Centric & Micro Video Networks Will See Huge Success
We’ve seen a consistent trend in 2013 toward sharing through image and video, rather than text-based content.
Visual content will increasingly become a critical piece of any solid content strategy.
YouTube
Number one place for delivering video content
Many try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim.
Instead, focus on creating useful, instructive “how-to” videos, event preparation and post event wrap up.
These videos also have the added benefit of ranking on the video search results of Google
YouTube is one of the most highly searched websites
Setting up a YouTube Channel is a great way to engage your prospects and establish your authority on a subject
One of the latest in social media marketing trends.
Pinterest’s is an image-centered platform that is ideal for retail, but anyone can benefit from using Pinterest for social media purposes
Pinterest allows you to showcase your product offerings, events, and activities while also developing your brand’s personality with some unique pinboards
Current user base at 70 million, but while Facebook users are looking to interact with friends Pinterest users are building collections of images focused on activities and products that interest them.
As these “pins” are shared the opportunity for a viral image is large – all containing links to back to your website.
Instagram is the popular app known for the cool pictures you can take with it. But there’s a lot more to Instagram than meets the eye. Once you get past the cool pictures, you’ll see just how influential it can be for your nonprofit.
1. Provides a personal touch to your brand2. Attracts a new demographic3. Increase market reach with new followers dedicated to the
platform
Pictures and video tell stories and if used properly, can drive engagement.
Instagram can be a powerful channel that allows you to show customers the personal side of your business, connect with new prospects, and network to create meaningful relationships.
Vine
Vine is a Twitter-owned mobile/social video app released in January 2013 for iPhones and in June 2013 for Android devices.
Using Vine, you can shoot videos on your smartphone up to six seconds long. You can share them with other Vine app users as well as post them to your Facebook and Twitter accounts.
Same benefits as Instagram with regard to showing the personal side of your nonprofit, connecting with new prospects, and networking to create meaningful relationships.
Long term engagement is the key.
Yelp
Social media platforms like Yelp and Foursquare are great for brick and mortar businesses looking to implement local mobile social marketing
Yelp is an online guide that helps people find places to eat, shop, drink, relax and play, based on the informed opinions of locals in the know.
Yelp is focused on finding, reviewing and talking about what's great — and not so great — in your world.
Register on these sites to claim your location spot, and then consider extra incentives such as check-in rewards or special discounts.
Remember, these visitors will have their phones in hand so they will have access to providing reviews which could hurt or significantly aid your users.
For Advanced Users…
Reddit, or similar social media platforms such as Stumble Upon or Digg, are ideal for sharing compelling content.
With over 2 billion page views a month, Reddit has incredible social media marketing potential, but marketers should be WARNED that only truly unique, interesting content will be welcomed.
Posting on Reddit is playing with fire—submit spammy or overtly sales-focused content and your nonprofit could get berated by this extremely tech-savvy community.
If you have content you believe the Reddit community (majority is young, geeky, liberal, and internet-obsessed) would enjoy, you could reap tremendous benefits and earn valuable traffic.
Shocker – MySpace is BACK!
Myspace has rebranded itself as a social entertainment network—connecting the Gen Y audience to their favorite music, celebrities, TV, movies and games
With their radical makeover and re-branding efforts earlier this year, MySpace appears to be getting its second wind.
Offering an iPhone app that allows users to network, receive private messages, and listen to their own personalized radio station, MySpace seems to be on track for growth in 2014.
I don’t see MySpace ever again competing in the same space as Facebook or Twitter, but it will be interesting to see how the network grows among bands and music-lovers.
Watch and see what happens…
Where to Start…My recommendations for an entry level path to success with social media marketing would include tactics centered around:
• Facebook• Business Page (not profile)• Quality cover photo• Regular posts with your goals in mind (increase LIKEs, drive
website traffic)• Engage fans and be responsive – don’t post, engage!
• Twitter• Find and follow industry leaders• Engage your followers with unique content and news related to
your space• Establish your authority• Retweet frequently things that are relevant
• LinkedIn• Build both a personal brand AND a business presence • Participate in groups and engage
Make Sharing Content Easy
Social Care
Customer care online is more important than ever
• 47% of social media users engage in ‘social care’, meaning that customer service via social media is imperative for brands
• One in three social media users prefer social care to a phone contact• Facebook is the most common platform used to seek out contact
Approximately 46% of online users count on social media when making a purchase decision.
How to Measure Success - ChannelsMarketing Reach by Channel- Facebook likes- Twitter followers- YouTube Channel subscribers- Linkedin company page followers & group
members- Email Newsletter subscriptions (open rates)- Pinterest followers
Measure Total Marketing Reach- The total number of people you can reach across
all your networks- MoM (month-over-month) is a good measure but
can be volatile depending upon the impact of one time events
How to Measure Success - ChannelsPublish a thorough and quantitative monthly report on your social media marketing impact.
How to Measure Success - WebsiteVisit Trends- weekly, monthly, and
yearly
Engagement Trends- Page visits & time on site
Traffic Sources- Search engines & referring sites- LOOK for social media referrals
Top Keywords- Branded vs. Non-branded keywords
Top Content- Does it match content promoted through social platforms
Keys to SMM Success for Your Nonprofit1. Pick the Right Social Networks2. Find an ‘expert’ to help you3. Prepare to lose control4. Know who is already pretending to be you5. Make a good first impression6. Post quality content with viral potential7. Find your supporters already using social media8. Communicate frequently9. Devote staff time to social media10.Activate your followers11.Invest in the future
Calvert Design GroupProfessionally designed, fully customized
websites – only $995 (one time)
Website management starting at only $49.95 a month
Available for social media marketing consultation and training tailored to your
organization – let us help you build a roadmap to online success
http://calvertdesigngroup.com410-231-4664
Extra Tips & IdeasBehind-The-Scenes Footage
Pictures & video can show how your volunteers and staff work towards your organizations goals.
This helps build a personal relationship with your followers.
Extra Tips & IdeasShare Your History
Dig into the archives and grab some photos!
Engages your fans and shows how dedicated your organization is to your cause.
Extra Tips & IdeasLink to Your Press Coverage
Your social media platforms should always be the top resource for supporters for news about your organization.
Extra Tips & IdeasShare Successes
Good news is a great way to grow a social media fan base – it is the stuff people love to share!
Extra Tips & IdeasShare Feedback
Sharing responses from people who have benefited from your organizations services serves to promote those services to others.
Extra Tips & IdeasTagging Partners
When you share and tag the Facebook page of another nonprofit in your field you expand the reach of both organizations.
Extra Tips & IdeasUse a Facebook Cover Photo Wisely
Make sure your cover photo shows off your cause.
Share all the work your nonprofit does.
Extra Tips & IdeasPost Testimonials
Sharing testimonials can show your members and followers what your organization is helping people achieve.
Extra Tips & IdeasEvent Photos
Every event is an opportunity to share your activities – whether cleaning up a river bank or participating in a conference. Visually share!
Extra Tips & IdeasAsk for comments and input
Does just post, engage! Ask your followers for their input, comments, thoughts, and ideas.
Extra Tips & IdeasShare your expertise
You know your subject. Your members and volunteers depend upon that expertise and sharing it can help make people passionate about the cause.
Extra Tips & IdeasShare your awards
Fans appreciate the success of your organization and sharing it builds a tighter community and increases engagement.