Social Media Marketingfor
Non-Profits
Presented by: Liz DeLoachSeptember 21, 2011Host: Coastal Community Foundation
Today’s Twitter Hashtag: #pathcamp
Social Media Marketing for Non-Profits
Sponsors:
Palmetto Technology Hub - Providing technology support and resources for Non-profits in the S.C. Lowcountry.
Social Strategies: Locally owned and operated company providing Social Media Marketing consultation, training, and management.
Social Strategies
Social Media Marketing for Non-ProfitsWhat we’ll cover today:
Why Social Media
Mediums: Facebook and Twitter
Getting started, Best Practices, How-To’s and tips on using each to engage with donors and potential donors/volunteers
Success Strategies: Non-profits successfully using it
Marketing Integration
Management Tools
Non-profits successfully using Social Media
Best practices, how to’s and tips on using each to engage with donors and potential donors/volunteers
Management tools to help you save time
Social Media Marketing for Non-Profits
Why Social Media:
It’s social, not self promotional
No pressure involved – just the desire to connect with others
Hundreds of millions are there – a potentially huge audience
Ease of use
Social Media Marketing for Non-Profits
By the Numbers:
Over 800 million users worldwide
Fastest growing demographic is between ages 35-55, with women leading the way.
Lots of great organizational tools
You can have both personal profile and a business page
Social Media Marketing for Non-Profits
Getting started with a Facebook Page
Key considerations for categorizing:
How important is location? For a museum, for example, this is important!
Don’t use generic Non-profit designation
Base on how your supporters characterize you
Social Media Marketing for Non-Profits
Getting started with a Facebook Page
Key considerations for for settings:
Do you want your supporters to be able to upload pics, links, etc. Generally the answer is yes!
Post? Or only comment under Org. posts? We recommend posts and comments as it i more inviting
Demographics
Social Media Marketing for Non-Profits
Getting started with a Facebook Page
Key considerations
Who will update? One person or collaborative?
How often? A recent study suggests 1-2 posts every other day is a good average.
What do you post? Good mix of info to elicit interaction
Social Media Marketing for Non-Profits
Content Development: Tips and suggestions
Key considerations
Ask questions, seek info. It’s conversational, not promotional!
Slice of life, humor, quotes, pearls of wisdom, trivia
Mixed media: pictures, video clips, links driving traffic back to website
Promote your community partners and businesses
Social Media Marketing for Non-Profits
Content Development: Tips and suggestions
Key considerations
Meet the staff
Positive press
Community involvement/themes that support your mission
Local events of interest - who are your fans? Post to their interests
Social Media Marketing for Non-Profits
Key Facebook Page Features:
Insights
Commenting as a page on other pages
Lists, Notes, Events
Facebook Marketplace
Tagging
Social Media Marketing for Non-Profits
Ways to promote your Facebook Page:
A Facebook contest can be a great way to draw fans. Rules are here: https://www.facebook.com/promotions_guidelines.php
Share to your page, ask employees and supporters to do the same
Links from blog and website
Facebook ads - Strongly suggest getting professional help with these for best targeting
Social Media Marketing for Non-Profits
Let’s Talk
Social network and micro-blogging service
Tweets: Text based posts of up to 140 characters that display on users page and those of followers
Twitter is a great source of information. You can search topics of interest and follow users posting about them
Social Media Marketing for Non-Profits
Let’s Talk
Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010
200 million active twitter users per month generating 230 million Tweets a day (as of September 2011)
Nearly two-thirds of active Twitter users access social networking sites using a mobile phone. Apps for all major platforms
51% of active Twitter users follow companies, brands or products on social networks
Social Media Marketing for Non-Profits
Let’s Talk 51% of active Twitter users follow companies, brands or products on social networks
Twitter is a first and crucial line of communication during natural disasters: Recent earthquakes and tsunamis critical 1st info lifeline
Twitter is the fastest news source on the planet. All the major media print and broadcast players are there
Social Media Marketing for Non-Profits
What to do on Twitter Listening Tools: Google Alerts, Seismic, YakTrack, Markmail.org
Follow people, businesses, and organizations and get important info about them
You can post links, pictures, and send private messages
It’s brevity is one of its best features, allowing you to cover more ground faster than with other social mediums
Look for conversations on topics of interest. We’ll look at some onboard search tools, and two others are Twellow and Tweetfind
Social Media Marketing for Non-Profits
Great Tweets Are.... Brief: Be friendly, but get to your point quickly
Conversational: Think “cocktail party” where you communicate with many people.
Humorous: Just be careful…keep it clean!
Informative: Articles of interest from credible 3rd party sources. Link to it using a url shortener such as www.budurl.com for tracking/measurement
Inspirational: Good quotes are great and popular for RT’s
Social Media Marketing for Non-Profits
Twitterese and Twitterquette
RT: Retweet. Passing on information from another user in way that gives them credit as your source. A must of twitterquette!
Hash tag: # symbol before a word that categorizes info for quick and easy searches.
@replies and @mentions mean you are addressing or replying directly to that user. A must so specific users know when you’re addressing them.
Social Media Marketing for Non-Profits
Who Do I follow?How often do they tweet? 3-5x a day spaced a few hours apart for max exposure
Are their tweets of interest and value to you?
Are they conversing and responsive to others?
Do they have a good “mix” of tweets?
Do they Retweet good info? That’ s a sure sign of a generous tweeter.
Social Media Marketing for Non-Profits
Who Do I Avoid Following
Does the User:
Have a large number of unsolicited identical @mentions such as: “@scpath: Check out this great offer (with link)!” to a lot of users? A sure sign of a spammer. Block!
Have a skewed follower-to-followee ratio: If they follow a disproportionately large number of users (greater than 50%, on average) compared to those following them, they’re likely boring, a spammer, or both. Some exceptions include celebs and news orgs.
Have many followers, but follow very few? If they don’t follow anyone, why should you follow them? Reciprocity matters!
Top Tier Non-Profits on Twitter:
Women Who Tech: Helping Talented women break new ground (@womenwhotech)
Water.org - Bringing clean water to those who lack it. @water
Doctors without Borders: Stepping in to treat the sick @MSF_USA
Livestrong: On the front lines against cancer @livestrong
UNICEF: Humanitarian action on behalf of kids(@unicef)
Social Media Marketing for Non-Profits
Local Non-Profits on Twitter:
Center for Women: Helping women succeed every day both professionally and personally @c4womenchas
Lowcountry Aids Services: Dedicated to enhancing the quality of life for persons living with HIV and AIDS and to providing HIV prevention resources and programs @LASchs
Here’s a great list from @TinaArnoldi: http://twitter.com/chsnonprofits
Social Media Marketing for Non-Profits
Success Strategy #1: Have a plan, such as Pairing virtual campaigns with flesh and blood action
Invisible Children: @Invisible Has successfully has used Facebook, Twitter, YouTube, and its own video-rich Web site to organize hundreds of student rallies across America to oppose the use of child soldiers in northern Uganda
In 2009, the San Diego group’s protest outside Oprah Winfrey’s Harpo Studios, in Chicago, covered on Twitter by protestors, became one of the top-10 Twitter topics of that day and resulted in a very visible guest spot for Invisible Children on Ms. Winfrey’s talk show.
In May 2010, when President Obama signed a bill that is expected to reduce child soldiering, leaders of Invisible Children were invited to the White House for the signing.
Social Media Marketing for Non-Profits
Success Strategy #1 A Plan: Pair virtual campaigns with flesh and blood action
350.org @350
Last fall, through digital organizing on its Web and Facebook sites, this environmental group mobilized people in all but three countries around the world to work on climate change in their own communities. In 7,347 places, people planted trees, installed solar panels and wind turbines, weatherized buildings, and planted urban gardens.
Social Media Marketing for Non-Profits
Success Strategy #2: Don’t Broadcast
Build conversations first, before you ask for involvement
The Humane Society of the U.S. @humanesociety
Responds responds to every question and comment on its Facebook fan page—which is no small chore, considering it has more than 500,000 fans.
Does fun, pet related posts, such as: It sure does feel like fall here at our office today! What's your favorite activity to do with your pets in the fall?
Social Media Marketing for Non-Profits
Success Strategy #3: Be Selective
Post items that are interesting, relate to an advocacy action, and suit the demographics of an organization’s fans. Do your homework first!
• Once a day is probably enough for Facebook, and for Twitter aim for t three to five tweets spaced out per day/evening.
Success Strategy #4: Have an experienced marketer help with strategy
Don’t relegate your social media strategy to an intern. This is a marketing effort designed to bring supporters to your cause and therefore deserves someone who knows how to develop and implement strategy
Social Media Marketing for Non-Profits
Social Media Marketing for Non-Profits
Marketing Integration:Each site can be used to bring more inbound traffic to your Facebook Page, Blog, and Website
Add graphic links to website to indicate social presences and vice versa
Be sure to notify everyone on your newsletter ads, and email lists of all your social media presences
Check into some of the available widgets to create routing of traffic between all your mediums
Add Social presences to your business cards
Use your sites to drum up support and publicize events
Social Media Marketing for Non-Profits
Site Management Tools Hootsuite is a great dashboard tool which allows you to view and manage multiple social media feeds from one dashboard. www.hootsuite.com
You can schedule tweets and Facebook updates
Other services of this type include Tweetdeck, Postling, and Social Oomph.
These services also have link shorteners and analytical/measurement tools
Social Media Marketing for Non-Profits
Why are we doing this?
To build and engage our donor community. The most recent study by University of Massachusetts Dartmouth Center for Marketing Research.An astounding 97 percent of nonprofits are using social media,
To provide info of general and specific value.
To draw more awareness of, and support, to our cause.
To educate, learn, and have fun doing it.
Social Media Marketing for Non-Profits
Closing thoughts:
In social media, the goal is not to sell. The goal is to take your genuine interest in others online, conveying the sum total of who you are and what you can offer the world. It is through this process of meaningful engagement that you can develop the types of relationships and trust that will motivate others to seek you out to serve, or be served.
Social Media Marketing for Non-Profits
Sources and Resources
Twitter.com
Listorious – NonProfits on Twitter List by Jason Pollack http://listorious.com/Jason_Pollock/nonprofit-orgs
The Chronicle of Philanthropy, February 20, 2011 How Nonprofits Can Use Social Media to Spark Change, Maureen West
The Christian Science Monitor, September 8, 2011, Twitter: Active user numbers up, more ads on the horizon Matthew Shaer
www.readwriteweb.com Read Write Webwww.socialmediatoday.com Social Media Today
www.zdnet.com ZDNetwww.socialexaminer.com Social Examinerwww.mashable.com Mashablewww.hubspot.com Hubspot
Social Media Marketing for Non-Profits
Social Media Marketing for Non-Profits
Thank you!Liz DeLoach
Twitter: @LizDeLoach @socialstrateg(843)532-9335
Recommended