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Social Media and NonprofitsMaking it work for you
BackOffice Thinking Brad DeForestCreative Director
Paul KeoganCEO
The Psychology of Sharing: Why do people share online?New York Times study
Communications StrategyCommunity
● In your database● attends your events● connected on Facebook,
Twitter, LinkedIn● physically in your area
Network● Community of your
community● You don’t know and
cannot connect directly● Convert the network to join
the community
Crowd● People unaware of your
organization● Receives your messages
via the network
This graphic is based on a chart from Amy Sample
Ward’s book: Social Change Anytime
Everywhere
71% of online adults use Facebook.
23% of online adults currently use Twitter.
26% of online adults use Instagram, up
from 17% in late 2013.
Generational Shift in Where We Get Our News
Sou
rce:
Nie
lsen
Gen
erat
iona
l Life
styl
e S
urve
y, Q
1 20
15
50%
Video Content Discovery & Delivery PlatformsHow many of these content discovery platforms can we publish on right now with our smartphone?
○ YouTube
○ InstagramSource: Total Audience Report Dec. 2014 by The Nielsen Company
Social Media Strategy
A Social Media Marketing Mindset Shift is Required
Broadcasting PostsFans & Followers
EngagementTargeting
Focus less on and more on
Keys to Developing Social StrategyFocus on awareness not on direct fundraising.
Focus on engaging not informing.
Focus on visuals not paragraphs.
Focus on targeting not the number of followers.
** Utilize communication professionals: graphic artists and writers can make a difference.
Rule of Thirds
Expertise Promotion Impact
Video Rocks for Reach in Social
● Top 3 tips about video on social: 1) Short, 2) Short, & 3) Short
● Upload videos to both your YouTube channel and Facebook page
● Add headlines & text copy to video so it can be understood without sound
● Use CTA button on Facebook to link back to website - Sponsor video post
Video
Tips
Humankind WaterVideo Example
There are 2 reasons for this:1. Autoplay feature for native Facebook
videos2. The FB Algorithm prioritises videos to
make up 30% of the News Feed.
Source: Data provided by Socialbaker to Business Insider UK
Alpha Campaign StrategyReach the world for your cause!
Alpha Audience: Those people in your community who are most engaged with your organization and mission.
Focus on your "alpha" audience first who will in turn reach their community.
Target influencers
Don't try to directly reach the general public. Let your alpha audience and influencers spread the word.
Custom Audiences in Facebook
This graphic is based on a chart from Amy Sample
Ward’s book: Social Change Anytime
Everywhere
CampaignReach
Peer to Peer FundraisingFastest growing segmentRequires engaged base and experienced staffSignificantly increases your reach
Key Technologies: ● CRM Peer-to-Peer● Mass Email● Social Media
PEER
TO PE
ER &
CROW
DFUN
DING
PEER
TO PE
ER &
CROW
DFUN
DING
Facebook launches dedicated 'fundraiser' pages for nonprofits!
New fo
rnon
profits !
Link to live example
The NAMM Foundation advances active participation in music making across the lifespan by supporting scientific
research, philanthropic giving and public service programs.
Creating Music Making Opportunities for People of All AgesFunding Groundbreaking Music Research
Advocating for Music Education
www.nammfoundation.org
You were
just nam
ed
Executive
Director o
f
the NAMM!
Social Media Platforms & DevicesDefine based on your audience segment and objectives.
Content & MediaSummarize creative pitch and develop text copy and graphics.
Engagement & ConversationDefine plans to engage and interact with audience.
Measuring ResultsDefine key performance indicators (KPI) and how you plan to measure success.
Social Media
Campaign Road Map
Budget & Resources
Content Map& Schedule
Objectives & GoalsDefine your primary “business”
objective. No more than 3 and make very specific.
...
Beyond Social and Offline Marketing PlansSocial media campaigns need to be supported by other media including online and offline channels like email, blog, postal
mail, phone, and print.
Target AudienceDefine audience to be reached. Be very specific. You can have more
than one with segmentation.
Target Audience
B
Target Audience
A
1
2
3
45
Audience Micro TargetingThis is
the
differenc
e make
r !
It will cost you money … but it is very affordable and scalable!
Don’t “boost” posts on Facebook. Use the full featured ads manager. It is worth it!
Facebook has an extremely accessible & effective ads manager.
Instagram is owned by Facebook and now part of their ad manager.
Custom AudiencesCustomer Email List
Website TrafficApp Activity
Lookalike AudiencesFind new people on Facebookwho are similar to your most
valuable audiences.
Social Media Platforms & DevicesDefine based on your audience segment and objectives.
Content & MediaSummarize creative pitch and develop text copy and graphics.
Engagement & ConversationDefine plans to engage and interact with audience.
Measuring ResultsDefine key performance indicators (KPI) and how you plan to measure success.
Social Media
Campaign Road Map
Budget & Resources
Content Map& Schedule
Objectives & GoalsDefine your primary “business”
objective. No more than 3 and make very specific.
...
Beyond Social and Offline Marketing PlansSocial media campaigns need to be supported by other media including online and offline channels like email, blog, postal
mail, phone, and print.
Target AudienceDefine audience to be reached. Be very specific. You can have more
than one with segmentation.
Target Audience
B
Target Audience
A
1
2
3
45
The Psychology of Sharing: Why do people share online?New York Times study
Social Media Platforms & DevicesDefine based on your audience segment and objectives.
Content & MediaSummarize creative pitch and develop text copy and graphics.
Engagement & ConversationDefine plans to engage and interact with audience.
Measuring ResultsDefine key performance indicators (KPI) and how you plan to measure success.
Social Media
Campaign Road Map
Budget & Resources
Content Map& Schedule
Objectives & GoalsDefine your primary “business”
objective. No more than 3 and make very specific.
...
Beyond Social and Offline Marketing PlansSocial media campaigns need to be supported by other media including online and offline channels like email, blog, postal
mail, phone, and print.
Target AudienceDefine audience to be reached. Be very specific. You can have more
than one with segmentation.
Target Audience
B
Target Audience
A
1
2
3
45
3 weeks before
2 weeks before
1 week before
Day before
Day 1
Day 2 & all 30 days of campaign
Week after campaign is over
3 sponsored posts to introduce campaign - Target AA & network
sponsored video post and encourage sharing of video
1 post each day at 8 am, 11 am, 12, 1 pm, 8:15 pm, 9 pm, 10 pm
1 post at 8 am and 1 at 9:05 pm; video post
campaign update post in morning and evening
campaign update post in morning and evening
Post about impact of the campaign; video & infographic of impact
12 tweets to introduce campaign w/ link back to campaign landing
share video & landing page twice a day at 10:30am, 2:30pm
3 tweets each day at 11 am, 2 pm, 9 pm
6 tweets at 8 am, 11 am, 2 pm, 4 pm, 7 pm, 9:30 pm
6 tweets at 8 am, 11 am, 2 pm, 4 pm, 7 pm, 9:30 pm
6 tweets at 8 am, 11 am, 2 pm, 4 pm, 7 pm, 9:30 pm
12 tweets on impact of campaign
Sponsored Image post to introduce campaign - Target AA & networksponsor 15 sec. video about campaign
sponsor picture post with text
sponsor 15 sec video
15 sec video to kick things off
15 sec video update on campaign
sponsor posts w/ mini-infographic and 15 sec. video on impact
Introduce campaign to community
2nd email about and how to specifically get involved
3rd email with reminder of start of campaign
Email to about the impact w/ link to video
Publish Landing page with video to describe the campaign; + blog
blog post with video
blog post
blog post
campaign update blog post
campaign update blog post
Blog post about the impact of the campaign
Letter to donors and volunteers about campaign
Follow up letter about the impact of the campaign
Board and staff phone calls to most active and engaged
Board & staff thank you phone calls to volunteers & lg donors
Social Media Platforms & DevicesDefine based on your audience segment and objectives.
Content & MediaSummarize creative pitch and develop text copy and graphics.
Engagement & ConversationDefine plans to engage and interact with audience.
Measuring ResultsDefine key performance indicators (KPI) and how you plan to measure success.
Social Media
Campaign Road Map
Budget & Resources
Content Map& Schedule
Objectives & GoalsDefine your primary “business”
objective. No more than 3 and make very specific.
...
Beyond Social and Offline Marketing PlansSocial media campaigns need to be supported by other media including online and offline channels like email, blog, postal
mail, phone, and print.
Target AudienceDefine audience to be reached. Be very specific. You can have more
than one with segmentation.
Target Audience
B
Target Audience
A
1
2
3
45
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