Social Media Storytelling: 4 Key Steps to Engage Supporters

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4 Key Steps to Engage SupportersSocial Factor & KimbiaMarch 26, 20151Social Media Storytelling: 12Kimbia: Who we areHeadquartered in Austin, Texas with offices in Dallas and DCOur patented online fundraising and crowdfunding platform helps you find, convert and retain more donorsOver 19,000 nonprofits helped since 2007

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Social Factor: Who we areTexas-based digital and social media agencyMetrics-driven focus on community growth, management and engagementExtensive non-profit/giving experience5

Nonprofits and Major Clients

6Rachel Lewis Biggs Director of Digital Strategy

7Are you currently using storytelling as a part of your social media strategy? Poll8WHY: Storytelling is essential to nonprofit social strategy.

HOW: Selecting the right story for your cause connects to your audience.

TIMELINE: Creating a timeline that is strategic and relevant is important in maintaining the audiences interest.

DISTRIBUTION STRATEGY: Developing and delivering content that appeals to existing communities and new donors.Four Key Steps to Engage Supporters9WHY Storytelling connects the audience to your cause.

10Storytelling helps build relationships.

Creating a personalized messaging increases the likelihood of creating an emotional connection. Storytelling give a name and face to your cause.

11Stories Highlight Donation Impact

Articulate what makes your cause important; Demonstrate the impact past donations have had on the organization and the cause.

Donors like to see how their donation dollars are used. Show them!

Thank donors for their investment and communicate where their funds are allocated.

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HOW 5 Key Principals of Selecting the Story

1. Reveal a success story that grabs attention and hearts. 2. Select a subject for simple interaction.3. Select a subject that everyone can relate to. 4. Create a clear representation of your cause.5. Give your story a hopeful ending.

131. Reveal a success story that grabs attention and hearts. Make it personal - use real names and emotions to connect with your audience.Dont make it too trite; discover a unique angle to present your story.Highlight why your organization is special - what are you doing that others may not be?2. Select a subject for simple interaction.Designate a person that your marketing team can easily and legally contact.Ensure open communication whenever collaborating.3. Select a subject that everyone can relate to. Make sure you create a story that really resonates with your donors on a personal level14

University of Maryland - #ScholarshipDayUMDDonation Recipients15

University of Maryland - #ScholarshipDayUMDDonation Recipients16Houston Grand Opera - #AllinForHGOEmployee Advocacy

175. Give your story a hopeful ending. Showcase the victory and happy endings. Encourage communities to share content, share the good news etc.

4. Create a clear representation of your cause. Dont make your audience have to think too hard about how your story relates to your cause. The closer your story is to the bare bones of your organization, the easier it will be for your audience to relate. Do the work for them and connect the dots. 18TIMELINE Creating a timeline that is strategic and relevant.

19Introduce the subject If in support of a specific initiative (Giving Day), do so weeks in advanceIntroduce of the cause/struggleFeature the journey and milestonesDemonstrate donation success Follow up on where they are now and the impact of donations

Develop a Timeline to Tell Your Story20DISTRIBUTION STRATEGYDevelop and deliver content that appeals to larger audience.21User Behavior Differs by Platform

22Facebook and Twitter are Non-negotiableFacebook is still king and an important part of an overall digital strategyThese platforms allows organizations and individuals to both engage current fans and reach out to potential new ones.Sharability features provide opportunity to leverage the reach and scale of your audience Share content from other relevant pages and influential individuals.Twitter is about momentsTweets have a short shelf life, keep engagement expectations in check.Include relevant hashtags, while maintaining a consistent hashtag strategy23A few examples:Compelling (but not too lengthy) videosStatic imagery Long-content formatInspiration quotes Soliciting interaction from social communities via strong calls to action like share your story.Links to your website to encourage communities to find out more.Variety in Messaging Creates Interest and Encourages Engagement24Direct and assisted donations from social (Google Analytics)Social to web traffic (Google Analytics)New social relationshipsSocial EngagementsCommentsLikesRetweetsSharesHashtag use

KPIs to Measure Social Success25Storytelling RecapStorytelling is essential to nonprofit social strategy.

Selecting the right story connects your cause to your audience.

Creating a timeline that is strategic and relevant is important in maintaining the audiences interest.

Developing and delivering content that appeals to both existing communities and potential new donors.26THANK YOU!Rachel Lewis BiggsRachel.Lewis@socialfactor.com@rachellynell@socialfactorMiriam KaganMiriam@kimbia.com@miriamkagan@kimbiainc