Social Media Marketing with Stacey Jaffe Developing A Plan That Works

Social Media Market-ing

with Stacey Jaffe

Developing A Plan That Works

Stacey Jaffe | Twitter: @staceyjaffe

Social media is one giant focus group.


Social Media: forms of electronic

communication through which users

create online communities to share

information, ideas, personal messages, and other content

(like videos)


Why is social media important for non-profits?


Content

Conversa-tion

Community


What’s marketing got to do with it?

Social Media for Marketing: aims to

improve the user experience while achieving

business goals.


Getting A Community To Act

Build a community that trusts you…And you’ve earned the right to ask the community to do something for you.


Content

Conversa-tion

Community

Ask

Trust

This Is How We Do It


Content

Content: the information, resources, and materials that you want to communicate to your audience


Content


Tone

Honest Humble Human

Marketing Tone of Voice


Marketing Tone of Voice

Voice


Good Content Ratio

80%

20%

Everyday content

The Ask!


Content

Conversa-tion


Conversation


Conversation

Ask Questions


Conversation

Participate


Conversation

Dad!


Conversation

People feel heard, then they feel special

Talk To People!


Content

Conversa-tion

Community


Community

Community


Content

Conversa-tion

Community

Trust


Building Trust

Creating content that is valuable to your audience

Your audience knows what to expect and when

Consistency

Quality


Content

Conversa-tion

Community

Ask

Trust


The Ask!

Donation Ask


The Ask!

“Give Email” Ask


The Ask!

Application Ask


The Ask!

Event Ask


Give more than you ask.Use your asks wisely.


Good Content Ratio

80%

20%

Everyday content

The Ask!


Putting It All Together


Creating A Content Calendar

Who are you talking to?

What are you talking about?Topics

Audience


Making The Ask!

Determine your

audience

Choose your

content

Create a calendar


Creating A Content Calendar

Audience Topics

Camp FamiliesDonors

Supporters

Camp ValuesCamper

ExperienceRecruitment

Capital Campaigns


Create A Content Calendar: Facebook

Monday: (CAMP FAMILY): Top 10 Tips for Making New Friends At Camp

Tuesday: (SUPPORTERS): Why You Should Always Take a Ukulele on a Canoe Trip or How I Found My Future

HusbandWednesday: (SUPPORTERS): Incredibly proud to see our Alumni Joe win a basketball leadership award

Thursday: (RECRUITMENT): Come to our recruitment event this Thursday evening! Hot dogs and a 5k!

Friday: (CAMP FAMILY): Camp Pranks and Digital Breaks


To Series Or Not To Series?


Best Practices: Minimum Posts

Channel Post Frequency Number of Asks Per Week

Facebook 1 per business day

1

Twitter Originate 5 per business day

5

Instagram 1 (Brand Awareness)

LinkedIn 1 1


Key Takeaways


Content

Conversa-tion

Community

Ask

Trust


Good Content Ratio

80%

20%

Everyday content

The Ask!


Give more than you ask.Use your asks wisely.

THANK YOU


Documents

Social Media Marketing with Stacey Jaffe Developing A Plan That Works