Social Media for Social Good 2014:

Content to Inspire Action

Amy NeumannDirector SEO/SEM/SMONortheast Ohio Media

GroupAugust 7 , 2014

Social Media 2014• What is the current social media landscape?• Why does social media matter for nonprofits?• Who, what, when, where, why and how:

• What content makes sense?– Facebook– Twitter– Pinterest– Google Plus– YouTube– Other Sites and Resources

http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/

What is the Current Social Media Landscape?

“Social Media”

Social media = people.

Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.

Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow.

How does your strategy fit into the humanness of marketing?

[Make People Feel Like They Do Watching This.]

https://www.youtube.com/watch?v=RP4abiHdQpc

Highlights -201 4 Social Media Users

• Facebook: 1.19 BILLION (800 mm mobile)

• YouTube: 1 Billion+• Twitter: 560 million +• Google Plus: 400 million +• LinkedIn: 240 million +• Instagram ( 150 mm; owned by Facebook)• Pinterest (70 mm)• 6 BILLION+ mobile devices globally

http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243

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Visibility & Connectivity at All Times

• We “Share This”

• We talk about what we like (or don’t like)

• We are mobile

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People You and Your Organization

• What do they see?

• Is your expertise, mission, and compassion showing?

• Social Media helps make sure it is.

Social Media Increases “Serendipity”

“If you want more luck,

take more chances. Be more active. Show up more

often.” ~ Brian Tracy

(good summary of Social Media)

Social Media Landscape Right Now

• Social media is the new “Word of Mouth”• Things are discovered, reviewed, shared and

recommended in real time• Credibility is developed by being visible as an

expert• Familiarity and trust are created through

ongoing interaction, in many places, many ways• Customer service is greatly enhanced by the

ability to immediately interact and connect• Nonprofits are expected to be on social media

and to present unique, exclusive content

Content Marketing Defined:

* Source – 2014 B2B Content Marketing Trends, North America

82% - Brand Awareness

74% - Lead Generation

71% - Customer Acq.

68% - Thought Leadership

64% - Engagement

57% - Website Traffic

57% - Retention/Loyalty

47% - Lead Nurturing/Sales

Content Marketing Goals

Conversational and Other-Focused

• Remember the “social” piece – the more interactive, the more results

• Try to keep the conversation 80-90% about THEM and only 10-20% about your organization

• Sharing content that is helpful and useful to people who might buy your product will drive connections

10 Questions to Ask: Social Media Strategy1. What’s our main goal behind social media?2. Who should set up, maintain our social media?3. Should we be on all the big social media platforms?4. Which social media is best for my organization? 5. How often should we do updates?6. What type of content should we post on each network?7. Should we use social media for customer service?8. How can we convert social media followers into advocates?9. How can we measure effectiveness/success?10. What are the biggest mistakes to avoid?

Adapted from http://www.entrepreneur.com/article/228324

It’s Art + Science

Facebook: It’s Personal

• Entertainment focus• Photos increase

engagement by 84%+• Appeal broadly to

human interests • Contests and

promotions do well*• Updates do not need

to be about your organization

• Show your personality

*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php

Charity: Water: http://facebook.com/charitywater

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NEOMG Facebook post types examples

NEOMG Facebook post types examples

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Twitter: @Claire’s Definition of “Tweet”

http://topnonprofits.com/lists/top-nonprofits-on-twitter/

It’s Easy to Start

http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

Twitter: Proactively Find Advocates

[ https://twitter.com/search-advanced]

Pinterest

“Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/

http://blog.hubspot.com/marketing/10-nonprofits-nailing-pinterest-marketing-list

YouTube (Owned by Google): Get Campaigns, Events, Testimonials, and Educational Messages in Front of Advocates/ Donors/ Volunteers

http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

YouTube offers additional perks tailored to nonprofit needs, such as:

1.Donate button – users/viewers can donate right from the video. Great for fundraising!2.Call- to-action Overlays – quick and easy links back to your website3.Live streaming4.Video annotations

http://thirdsectortoday.com/2014/04/10/how-to-use-youtube-to-tell-your-nonprofits-story/

Blendtec – Getting Creative with a Non-Creative Topichttp://www.youtube.com/user/Blendtec

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Union Rescue Mission, Los AngelesURM.org

LinkedIn: Brilliant for Networking

• Connect with local influences, advocates

• Be discoverable

• Keep your profile updated:

– Professional photo– Current title and organization– Succinct Summary including

keywords– Complete history allows for faster

networking– Add causes and volunteer work– Join relevant Groups and interact

Instagram: Younger Demo, Owned by Facebook

Google Plus

• Jump in now!– 500 million people have joined– Marketing is now focusing on G+ for

2014 and beyond– Increasingly important from a local,

social signal, and (SEO) search perspective .

– G+ already affects SEO – especially locally – in a major way

• Claim your Google Plus (formerly Google Places) Page

• http://www.google.com/+/business/get-started.html

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Metrics and Measuring

• Use a platform like Hootsuite (or Buffer App, Sprout Social, Engagor, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links

• Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built in: ow.ly, or try bit.ly or similar) – these track clicks on links so you can determine which articles perform best

• Monitor keywords like business name, products, and #hashtags in your industry

Recommended Resources• http://www.socialmediaexaminer.com • http://socialmediatoday.com/• http://mashable.com• http://techcrunch.com • http://www.reelseo.com/ • http://www.socialbrite.org/sharing-center/tutorials/• http://mashable.com/guidebook/twitter/• http://help.linkedin.com/app/answers/detail/a_id/530• http://computer.howstuffworks.com/internet/tips/how-to-use-

facebook.htm• http://support.google.com/plus/?hl=en https://business.twitter.com/success-

stories • https://www.facebook.com/business/success• http://business.pinterest.com/success-stories/• http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-

dimensions-cheat-sheet-2013/ • https://business.twitter.com/success-stories

Summary• A majority of Americans use Social Media• SM can proactively leverage great content to create a new stream of advocates, donors, volunteers • Top SM sites to grow and maintain a passionate base are:

– Twitter– Facebook – LinkedIn – YouTube– Google Plus– Pinterest– Instagram

Questions?This presentation can be downloaded at

http://slideshare.net/amyneumann

Amy Neumann Director Search & Social

• Passionate fan of all things tech and media for 20+ years with companies like Yahoo! and AT&T. Currently delighted to be at Northeast Ohio Media Group (NEOMG) doing everything Search & Social

• Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications

• Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011

• Let’s connect! Just Google me ;)