SOCIAL MARKETING · SOCIAL MEDIA = ENGAGEMENT uSocial Media is about ENGAGEMENT uSocial Media is MUCH more than just having an online presence uFollowers want to have the ‘inside

SOCIAL MARKETINGAND HOW IT CAN PAY OFF FOR YOU!Reaching Your Audience – One Generation at a Time

Presented By Julie LeFilsBACKGROUND BY SMILETEMPLATES.COM

ON TODAY’S AGENDAuSOCIAL MEDIA

u Understanding the Basics

uSOCIAL CULTUREu What is a Social Culture?u How do I foster that environment?

uSOCIAL MARKETINGu What is Social Marketing?u How can it be successful?

uPEER-TO-PEER STRATEGYu What is Peer-to-Peer Fundraising?u What is Peer-to-Peer Marketing?u How can I utilize it effectively?

PRESENTED BY JULIE LEFILS

GENERATIONS DEFINED


GENERATIONS AND TECHNOLOGY


uTechnology, in particular the rapid evolution of how people communicate and interact, is a generation-shaping consideration. u BABY BOOMERS grew up as television expanded dramatically, changing

their lifestyles and connection to the world in fundamental ways. u GENERATION X grew up as the computer revolution was taking holdu MILLENNIALS came of age during the internet explosion.u For GENERATION Z, all of the above have been part of their lives from the

start.u (Source: Pewresearch.org)

uKeep in mind that generations are a lens through which to understand societal change, rather than a label with which to oversimplify differences between groups. (Pewresearch.org)

GENERATIONS AND SOCIAL MEDIAuKnow Your Audience! Who are you trying to reach? This is the FIRST

question you must ask! EVERYTHING must be catered to your target audience – including social media.


A LOOK AT SOCIAL MEDIAu Social Media

outlets provide ways for users, just like YOU, to use THEIR voice and write THEIR own messages for the world to see. Social media has created a new normal because EVERYONE is an author.


A LOOK AT SOCIAL MEDIAu No longer is media

just about listening; it is now about engaging, discussing, and commenting ourselves.

u Social media is a two-way street.

u Digital Media is more accessible than ever! Making it a priority to ENGAGE and connect online.


WHY IS SOCIAL MEDIA IMPORTANT?u“There is a conversation taking place about your brand, your

industry, and your competitors in real-time with or without you. It is happening on the Internet and on mobile platforms around the world right now. You have less control over what people are saying than you used to, but there is good news: Social media-empowered conversations about brands are redefining the art of conversation, and business professionals are learning to master the new world of friend-driven marketing.” -Beverly Macy, Social Media Marketing

u“Social media is about relationships, not technology. Your constituents want a relationship.” –Claire Axelrod, CFRE


SOCIAL MEDIA = ENGAGEMENTuSocial Media is about ENGAGEMENTuSocial Media is MUCH more than just having an online presenceuFollowers want to have the ‘inside scoop’ one what is going on – a peek

behind the scenes!uFollowers want to give their suggestions/concerns AND have someone

respond to them (in a timely manner).uEveryone within the organization (not just one person or one department)

must engage in conversations—both in person and online. u In order to engage you must let the CAUSE (your WHY) take the forefront uFind conversations that are already happening online and get involved.


HOW DO YOU USE SOCIAL MEDIA?uUse Social Media Tools to execute your mission


u Share the great stories of your work

u Engage in conversation about the CAUSE (your WHY)

u Help the community understand the need for your programs, products, and services

u Be PROUD of what you do!

HOW DO YOU USE SOCIAL MEDIA?uKnow Your Audience: In order to increase the chances of

getting a higher return on your investment, always know:u where your customer comes from, u what they engage with the most u what triggered their purchase.

uWhen you make the effort to understand their needs, without being pushy for a sale, you automatically focus on creating campaigns that deliver value to the customer.

uThis results in a higher growth slash engagement rate on the campaigns.u (Source: LYFE Marketing)


FACEBOOK: THE BASICSuFacebook is the first step

to engaging in Social Media. This is still the #1 form of Social Media. Primary audience is adults.

uFIRST STEP: Make sure all staff ‘Like’ the your page and have them share it with friends! Staff, Volunteers, and Supporters are your BRAND AMBASSADORS


FACEBOOK: THE BASICS


u Find other community causes to promote on your pageu Post regularly on the page (multiple times a week) and make sure

people ‘like’ and ‘share’ the events, photos, and commentsu Your facebook page is DYNAMIC (versus a website which is static). u A website is judged on content, organization, accessibility, and aesthetic designu A facebook page is judged on frequent use, engaging content, customer reviews,

customer appreciation, two-way communication, and short turn-around time

u PARTNER with other local organizations or businesses – this is a WIN-WIN! You get to interact with each others audiences and DOUBLE your reach!

u Create opportunities for engagement! Ask questions, do giveaways, take a poll, have contests, get feedback - COMMUNICATE

YOUTUBE, TWITTER, & INSTAGRAMuYoutube reaches more adults aged 18 to 34 than any

single cable TV network. (Business Insider, November 2014)u VIDEOS take things to a whole new level! Creating content is EASY;

phones have the capability to edit professional-style videos.uTwitter was created to share thoughts in the moment

u Twitter is a site for immediate interaction all across the globe. By inventing the ‘hashtag’ (#), a symbol used to virtually brand particular topic or event, Twitter has become an online world of its own. A great tool for creating social change and cause initiatives.

u Instagram enables users to add a stylized flare to picturesu Capitalizing on the hashtag (#) phenomenon, Instagram adds a visual

element to online branding of topics, events, and more. u Taking a cue from Snapchat, Instagram launched the ‘Stories’ feature in

2016. Stories is a 24-hr ‘slice of life’ (in 15 second intervals of time)u Another cue from Snapchat, Instagram ‘filters’ provide video flare


WHAT IS A SOCIAL CULTURE?


• A Social Culture understands why Social Media is successful: ENGAGEMENT

• Social Culture: A fundamental reorientation of the organization to utilize all staffers AND supporters to improve engagement with the public. (The Networked Nonprofit, Beth Kanter)

BUILDING A SOCIAL CULTUREuCreate a Social Culture within the Organization

u Staff must be empowered to be brand ambassadorsu Staff must be INTENTIONAL in sharing their passion and joy for what they dou Everyone should take Pictures and Write Down Stories/reviews/testimonies (Don’t forget

to obtain a signed media release when featured directly)u Remember: PICTURES are worth more than 1,000 words! Pictures give a glimpse

inside the efforts, convey emotion, and rally supportu A new product? A success story? A unique event? Write it down! In order to promote

awareness it must be personalizedu SHARE! Share the stories and the pictures! Put them on your website, get them up on

social media, submit them to the media, write a newsletter to supporters, etc

uFocus INTERNALLY before you push EXTERNALLY


NORMALIZING A SOCIAL CULTUREuOrganizations with Social Cultures:

u Use social media to engage in two-way conversations u Embrace mistakes and take calculated risksu Reward learning and reflectionu Emphasizes failing forward and failing fastu Overcomes organization inertia through open discussionu Understands and appreciates that informality and individuality does not indicate lack

of caring, professionalism, or qualityu Trust staff to make decisions and respond rapidly to situations rather than crawl

through endless check-off and approval processesThe Networked Nonprofit: By Beth Kanter and Allison Fine


SHARING THE SOCIAL CULTUREuShare the Social Culture with Supporters

u Use Social Media to find and engage Supportersu Provide opportunities for individuals to share their voice! Through questions, surveys,

campaigns, etc. Get involved in the hot topics!u Capitalize on new ways of Communication

u Example: use the ‘hashtag’ (#) to virtually brand your particular topic or eventu Example: hop on stories to do ‘behind the scenes’ moments or even customer interviews!

u Empower Free Agents u For Non-Profits: Free Agents are individuals outside of the organization that work to organize,

mobilize, and raise funds for the CAUSE. Free Agents need to be brought into the ‘inner circle’ and appreciated

u For Businesses: Free Agents are your biggest supporters/ best customers. Think of them as ‘influencers’ without the pricetag – they are a big deal!

u Remember to LISTEN - there is a conversation happening online that is about your cause, initiative, or business - but you have to show up to be part of it!


SOCIAL MARKETING DEFINITIONuDefinitions Include:

u Social Marketing is a planned process for influencing change. –Population Services International

u Social Marketing is a strategy that uses marketing concepts to influence behaviors that benefit individuals and communities for the greater good. –Health Canada Social Marketing

u Social Marketing is an application of commercial marketing concepts, knowledge, and techniques to non-commercial ends for the society’s welfare and well-being. –Business Dictionary


SOCIAL MARKETING HISTORY


uSocial Marketing is a new way of thinking about very old concepts

uEvery social system throughout history attempts to:u Informu Persuadeu Influenceu Motivateu Encourage

uPeople strive to promote new ideas and change behavior

SOCIAL MARKETING SUCCESS


uSuccessful social marketing programs seek insight into their consumers and the market and target segments of the population most likely to change

uSocial Marketing combines the best parts of traditional approaches to create an integrated planning and action framework

uSocial Marketing focuses on the CAUSE. It begins by creating awareness and ends in changing behavior

SOCIAL RESPONSIBILITYuSocial responsibility is an ethical framework and suggests that an entity,

be it an organization or individual, has an obligation to act for the benefit of society at large. (loose definition)

uWhat is the BENEFIT of social responsibility as a business?u Being a socially responsible can bolster a company's image and build its brand.u Social responsibility empowers employees to leverage the corporate resources at their

disposal to do good.u Formal corporate social responsibility programs can boost employee morale and lead to

greater productivity in the workplaceu (Source: Investopedia.com)

uWhat is the benefit of SOCIAL MARKETING as a business?u Working locally to help create positive social change builds a stronger, healthier

community and boosts the local economyu Remember, customers thrive on engagement, inside looks, and vulnerability. They want

to see that your organization CARES!


PEER-TO-PEER FUNDRAISINGuGeneral Fundraising: The Organization….

u Finds the Potential Donorsu Gains their Trustu Engages them in the Mission

uPeer-to-Peer Fundraising: The Supporters….u Find the Potential Donorsu Share the Story of the Organizationu Engage them in the Cause

u In Peer-to-Peer Fundraising, the organization’s job is to provide guidance, tools, & strategy for supporters to create their own initiatives


PEER-TO-PEER FUNDRAISINGuPeer-to-Peer Fundraising Defined

u When an organization EMPOWERS its supporters to raise money (from their peers) on behalf of the organization

uBenefits of Peer-to-Peer Fundraisingu Gives Automatic Credibilityu Expands Donor Listu Multiplies Organization Effortsu Enhances Creativityu Gains Awareness for the Cause


PEER-TO-PEER MARKETINGuGeneral Marketing: The Organization….

u Finds the Potential Customersu Engages them with the service/productu Gains their Trust/ Earns their Loyalty

uPeer-to-Peer Marketing: The Supporters….u Find the Potential Customersu Engage them with the service/productu Endorse the organization’s trust

u In Peer-to-Peer Marketing, the organization’s job is to provide the OPPORTUNITY for customers to engage new customers


PEER-TO-PEER MARKETINGu “Millennials and their Gen Z brethren are interested in authenticity, not

salesmanship. They have diminished brand trust compared to past generations, and they want insights from people whose lives are like theirs -- not from people who have additional privileges. And that’s opened the floodgates for peer-to-peer marketing.” –(SOURCE: Entrepreneur.com)u Peer-to-peer marketing is a method that involves customers engaging other

customers through recommendationsu The crux of Peer-to-peer marketing success: People trust people like them.u Peer-to-peer helps businesses because it doesn’t feel like a sales tactic: People

who aren’t being paid to shill for a company wouldn’t recommend it if they didn’t believe in it.

u As more and more people gravitate away from businesses that feel too pushy or self-focused, P2P options lend authenticity that literally can’t be bought.

u Peer-to-peer marketing helps the informal influencer by offering referral incentives, upgrades, etc (store credit style)


DURING THE COVID-19 PANDEMICu 10 Expert Tips on Marketing During the Coronavirus (COVID-19) Crisis

–(Source: Martechadvisor.com)u 1. “Reassure Your Customers About How Your Company is Responding to the Pandemic” -Mark Lieberman,

President and CEO, Viamediau 2. “Move Your Brand Online to Stay Connected to Your Customers” -Andrew Walker, CEO, Shift7 Digitalu 3. “Refresh Customer Experience Strategies to Relook at End-to-End Sales Processes” -Richard Blatcher,

Director of industry marketing & business intelligence, PROSu 4. “Focus on Strengthening Your Relationship With Your Customers” -Tony Kavanagh, CMO of Insightlyu 5. “Infuse Empathy in Your Marketing Communications” -Tara Kelly, president and CEO, SPLICE Software u 6. “Implement an Agile Strategic Pricing Model to Improve Margins” -Richard Blatcher, director of industry

marketing & business intelligence, PROSu 7. “Reflect on Your Company Values During this Lockdown & Refocus Your Engagement Strategies” -Tricia

Binder, co-founder and president, Murosu 8. “Avoid the Hard Sell and Reaffirm Your Commitment to the Long Run” -Mark Lieberman, President and

CEO, Viamediau 9. “Use Marketing Technology to Stay Connected to Customers When Working Remotely” -Andrew Walker,

CEO, Shift7 Digitalu 10. “Help Your Customers Navigate the Situation and Pivot as Necessary” -Tony Kavanagh, CMO of Insightly


TODAY WE DISCUSSEDuSOCIAL MEDIA

u Understanding the Basics

uSOCIAL CULTUREu What is a Social Culture?u How do I foster that environment?

uSOCIAL MARKETINGu What is Social Marketing?u How can it be successful for ALL parties?

uPEER-TO-PEER STRATEGYu What is Peer-to-Peer Fundraising?u What is Peer-to-Peer Marketing?u How can I utilize it effectively?


REFERENCES:u “How Nonprofits Can Leverage Crowdfunding” by Beth Kanter http://www.bethkanter.org/crowdfunding-info/u “Peer-to-Peer Fundraising” By John Haydon http://razoofoundation.org/2012/01/what-is-peer-to-peer-online-fundraising-

anyhow/u “Crowdfunding: What Your Nonprofit Needs to Know” By Scot Chisholm http://www.classy.org/blog/crowdfunding-what-you-

need-to-know-without-the-hype/u “Social Marketing can Make People Healthier” by Population Services International http://www.psi.org/wp-

content/uploads/2014/10/SMEB-infographic-ENGLISH.pdfu “A Brief Review of Social Marketing” compiled by Tools of Change http://www.toolsofchange.com/en/programs/social-

marketers/u The Networked Nonprofit by Beth Kanter and Allison H. Fineu The Power of Real Time Social Media Marketing by Beverly Macyu “Peer-to-Peer Is the Next Wave of Influencer Marketing” – Entrepreneur.comu “Why Social Responsibility Matters to Businesses” –Investopedia.comu “Defining generations: Where Millennials end and Generation Z begins” –Pewresearch.orgu “Do Facebook Ads Work? (110% Yes & Here’s Proof)” –LYFEmarketing.comu “What Is Social Media Engagement & Why Should I Care?” By Alex York https://sproutsocial.com/insights/what-is-social-

media-engagement/u “Social Media Analytics: Boosting Customer Engagement and Marketing Performance” –Businesswire.comu “The rise of Social Media” by Esteban Ortiz-Ospina https://ourworldindata.org/rise-of-social-media


http://www.bethkanter.org/crowdfunding-info/

http://razoofoundation.org/2012/01/what-is-peer-to-peer-online-fundraising-anyhow/

http://www.classy.org/blog/crowdfunding-what-you-need-to-know-without-the-hype/

http://www.psi.org/wp-content/uploads/2014/10/SMEB-infographic-ENGLISH.pdf

http://www.toolsofchange.com/en/programs/social-marketers/

https://sproutsocial.com/insights/what-is-social-media-engagement/

https://ourworldindata.org/rise-of-social-media

Documents

SOCIAL MARKETING · SOCIAL MEDIA = ENGAGEMENT uSocial Media is about ENGAGEMENT uSocial Media is MUCH more than just having an online presence uFollowers want to have the ‘inside