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Social Media for Nonprofits: Tips and tools for using social media to build support for your mission
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Social Media: Tips and tools for using social media to build support for your
mission
June 10, 2014
Presented by:
Suna GurolSocial Media/Web Producer
Jessica HallCommunications ManagerWashington STEM
AGENDA
Today’s Agenda
Introduction Group activity – magic wand
What is social media?
Strategy and ROI
Policy
SEO
Content strategy & planning
Channels
Mobile
Today’s Agenda
Cautionary Tales Group activity – share best/worst experiences/stories
Analytics
Promotion of social media channels
Where are journalists?
Campaigns Group activity – Plan your own campaign. Quick
share / questions
Resources / Links
Questions?
INTRODUCTIONS
Who are we?
Who are you?
Activity
Magic wand
WHAT IS SOCIAL MEDIA? A RELATIONSHIP
What is social?
Social is the DNA of an organization – the brand
Commitment
Need to allocate time to the relationship otherwise it will fail. So many failed relationships on social!
Everybody loves me!
Not a monologue
Hence the name “social media” and not “me media”
It’s about how people respond to you and how you make them feel.
Social is all about the conversation
Storytelling
Social helps you tell your story
You do not control the
conversation
Control
How you respond when someone says something nice
And less nice
Customer service
Private message as the organization
And even less nice.
Try to find a balance when you walk into a hot-button issue.
STRATEGY
Why have a plan?
You don’t really need one… right?
Unless you want to be able to show that your work means something.
Simple Strategy
• Do a baseline comparative analysis of your peers
• Identify target audiences (donors, job seekers, mission-focused)
• Strategic direction that maps to your orgs mission
• Goals – objectives & tactics to help with the strategy
• Key Performance Indicators – KPI’s
Simple Goals for ROI
We will post at least four times a week
We will comment on another blog two times a month
Goal to have 2000 subscribers by end of year
Goal to have10 donors or volunteers as a direct result of the blog
Others??
ROI Key Metric - Donations
One of the KPI’s – it can be the only one!
Ultimate metric is donations, and sustaining gifts have more long-term value
Have your fundraising campaigns always include a social component
Make sure it doesn’t just appear that you are using your social platforms to raise money
Engage your constituents in an ongoing discussion on how to make a difference in implementing your mission – worth more than a $40 donation
POLICY
Policy
SEOIs way important
SEO
“Search is the connection between intent and content”- Bill Barnes, Mediative
SEO is completely tied to social
You can’t game the system – though people will tell you they can
Important to tie your website to social
Content is Queen for SEO
High quality content is still key
Ask your readers what they are interested in from you. Chances are these are things that they are searching on. Check to see what people are commenting on and
retweeting For enewsletters, see what people are clicking on Do a user survey and post on Facebook, emails --
Survey Monkey
CONTENT STRATEGY & PLANNING
Yearly calendar
Weekly calendar
Weekly calendar
Weekly calendar
Finding content: Outreach
Make yourself available for simple social media training and strategizing for team/organization members.
Training materials – how-to’s, classes
Finding content: Meetings
Bi-weekly meetings with social media team
Tap into groups around the organization – Development, Community Relations, Media Team, writer’s monthly meeting
Quarterly meetings with any groups/people who do social media for the org
‘[email protected]’ email address
Available for design, setup
Listserv group
Be responsive to internal requests
Explain why not running with an idea (you are the expert)
Finding content: Availability
Be involved outside of your organization
Social Media ClubContent Strategy meetupsReference Smart Brief on Social Media Social Media Examiner Social Media Marketing for Nonprofits LinkedIn groups
Continued education UW Master in Communication in Digital Media Social Media certificate at UW
Others?
CONTENTIt’s all about the content. Really.
It’s all about the content
Post Great Content. What is that?
•Success Stories•Your values/beliefs/mission•Related news•People-oriented stories•Human voice•Photos!•Video!•Promotion of popular fans, people
•All of these = ENGAGING CONTENT
Depends on the channel!
Facebook: used to be 1-2 times a day, now 3-5 is okayTwitter: 5-10/dayYouTube, Pinterest, LinkedIn: varies by industry
Do you need to be real-time? Depends.Breaking news: yes!
Twitter – yes! Especially for eventsInstagram – yesFacebook – day of or next dayYouTube – NoGoogle+ - No
Post Frequency
Images
Social loves photos
Good photos are a must - snapshots v. professional quality - Volunteers – lots of hobbyists
out there - Co-workers - Make it a part of
their job
People will engage with photos that tell a story without needing explanation
SOCIAL MEDIA CHANNELS
• 1.28 billion active users as of March 2014• 802 million active daily• 45-54 year old users are growing • 54 million Facebook pages
Facebook: Design
• Edgerank and algorithm are continually changing:• Edgerank changed in Dec. 2013 to favor ‘high quality stories.’
while this sounds good, it actually DECREASED reach for regular posts (text, links) and old news is weighted higher than brand posts.
• How FB weighs posts:• Posts with videos, photos have more weight than text
or link only• Engagement: shares, comments have more weight
than just likes
Facebook is changing…
Facebook: The problem
• Post photos and videos
• Ask questions • Encourage
shares of posts• But DON’T say
“Like, Comment, Share”
• Change cover photo often
Facebook: Solutions!
• Think of as a marketing channel• Contact your fans and get real feedback• Use for news, and place for people to contact you• Paid Strategy: even small amounts make a
difference• Post when you know your fans are online –
beginning of day, lunch, end of work day, dinnertime
Facebook: Solutions!
Optimize your posts:
1.Don’t cut/paste links. Add in contextual text, edit headline, subhead2.Track with bit.ly links3.Photos: weighted higher without a link. 4.Ask questions of fans. 5.Find creative ways to ask for engagement.
Facebook: Solutions!
• Very easy, useful.• Can target interests, demographics.• Keep a strict budget. You don’t need to spend a
lot to see results.• Boosted posts – goes to fans who like you
already!• Be cautious for asking for likes – can get you
people who don’t necessarily care, love your brand.
Facebook: Ads
• 255 million monthly active users
• New Profiles – bigger cover photo, pinned tweet
• What we don’t know: how the Twitter IPO will change things
Twitter: Design
• Real-time means you can post more!• 100-125 character posts: allow for comments and
RTs• Links don’t need to be at the end – experiment
with them in the middle• You don’t have to follow everyone – follow
volunteers, partner orgs, news orgs, major companies, foundations
Twitter: Tips
• Be mindful. Check throughout the day.• Use hashtags and mentions strategically• Use action words – verbs, not nouns• Timing: Monday – Thursday, 12 noon – 6 PM
(not after 8 PM and definitely not after 6 Pm on Friday)
Twitter: Tips
• Don’t send posts from FB to Twitter • Use lists to keep up with hashtags, funders,
volunteers, and media. • Lists can be private or public• Make lists of speakers for events• Schedule posts with Hootsuite• Use trackable links: bit.ly, ow.ly
Twitter: Tips
Source: Hubspot, 2009.
Twitter: Most ‘tweetable’ words
• 1 billion unique users a month. • Watch 6 billion hours of video.• Indexed in Google = helps with SEO
YouTube
YouTube: Design
Nonprofit program: http://www.youtube.com/nonprofits • Overlay• Design – can use an image map to add in links• Annotations• Listed on the nonprofits videos page: http://www.youtube.com/activism
SEO:•Describe your video with words your supporters use, not Board member marketing speak•Add in your URL in the description – it’s clickable and the first thing people see
YouTube: Tips
• 135 unique viewers.
• 4.9 billion video plays.
• Great for private videos, especially while still editing.
• High quality.• Filmmakers are
here.
Vimeo
• 300 million users• Take ownership of
your page:o Upload an
imageo Be a thought
leadero Show company
culture• Participate in groups:
o Share information
o Comment
• 300 million users, 35% are active• Really high engagement, click-thru rates• Host Hangouts • Photos, videos do best• Starting to do ads• Indexed in Google search
Google+
Google+: Design
• Integrated with Google search• Pages can email followers via Gmail• Integrated with YouTube• No Edgerank – so all posts show up to your
followers• Google+ not banned from work like other
social media channels (FB, Twitter) because part of browser.
Google+: Tips
Hosts over 5 billion images
Flickr
• 200 Million monthly active users
• 60 million photos per day
• 1.6 billion likes daily
• In Oct. 2013 43% of users were 18-29• Share good photos, graphics• Be active – commit to the channel• Tag photos, use hashtags
(#tbt/throwbackthursday)• Promote text to give, donation campaigns,
event photos, premium, thanks• Can send/integrate with Facebook
Instagram: Tips
• 48 million users. 80% of users are female. • Visual! Related photos, infographics, videos.
• Make it fun!• Fundraising:
• Auction items for events, can add in the $ symbol and the amount
• Events general – create boards for every event with images
• Cause marketing – add a Pin button to a cause marketing product so people can share the photo of the product on their boards
Pinterest: Tips
Foursquare + Swarm
• 50 million users• 1.7 billion
business• Now 2 apps,
Foursquare = exploring. Swarm = check-ins
• Have volunteers check-in
• Check-ins at events
• Audience of 47.49 million users
• Visually driven blog platform
• Other successful posts: quotes, links
• Reblog posts from volunteers, supporters
Tumblr
• Awesome SEO – often 1st, 2nd, 3rd link in search results
• Another web presence – for free!• Anyone can edit – so it needs to be monitored
regularly• Won’t allow for what it sees as marketing speech• Can be a bit of a morass
Wikipedia
• Commitment - Don’t commit unless you have the time
• Design – branding• Mission - Have a mission statement, purpose for
blog• Frequency – at least once a week. • Writers – don’t not just have corporate
communications people writing for the blog• Reporters – let them know about the blog• Enhanced content – videos, slideshows, photos• Tone - “I” posts, personal interest
Blogs
MOBILE
Mobile
Who doesn’t have a mobile device here? (Who has checked FB since we started? How many times?)Has become the “1st” screenAdd social media links to your mobile
website, if your site isn’t already responsive.For timeliness, use mobile phone to post to
your organizations social channels… but be careful (see aforementioned tales of woe)
TALES FROM THE DARKSIDE
Cautionary tales
Twitter: CNN reporter
LinkedIN: Change in title – whoops!
Facebook: - Cranky post – Boss is your
friend - Photos to wrong group – haha! - F-bomb on company page –
eek!
Success tale
Activity
Share your story
Eeek! Or Yay!
ANALYTICS
Basic Analytics
Which stories are the most liked and retweeted?
What content lead to donations?
What social media campaign increased volunteer sign-ups?
What images, pages gets the most clicks?
Use this to help shape your content
Key Performance Indicators – engagement rate, referral traffic, overall reach
Analytics
Pages with high traffic – edit with new content and repost
Bitly – use different links for each social channel and then track in conversion tunnels in Google Analytics. Find out which channel brings in the most.
Google analytics
Facebook insights
Facebook: Boosting
Twitter: Hootsuite
Simple analytics report
Normally a chart on gender/age demographics would go here but
we’re going to focus on the harder metrics
Normally a chart on gender/age demographics would go here but
we’re going to focus on the harder metrics
Facebook: Inbound
Key Drivers & InsightsMarch: Top Post By Likes
March: Top Post By Comments March: Top Post By Shares
Facebook: Outbound
PROMOTE SOCIAL CHANNELS
Social Icons
Email signatureWebsites – prominent social
media buttons, Facebook “like”, Google+1Cross-promoteEnewsletterEmailBusiness cardsIntranet or internal
communications – all employees should be following your org
More promotion
Events:o Ask for FB ‘likes’ at events and encourage speakers to
promote (easier than just saying “And like us on social”) – put up URL on screen
o Use Twitter as a way for people to ask questions at events
Facebook contests – Definitely get ‘likes’ but be prepared for some work
Facebook ‘like’ gates
Facebook Ads – easy-peasy and effective
Employees! They are your biggest advocates. Intranet, in-house emails, events. Ask everyone to follow.
PROMOTING YOUR MISSION –JOURNALISTS
What happened in the last several years?
Fewer newspapers
Fewer reporters – they are working in organizations now
Tighter budgets, more beats with fewer reporters, fewer resources at established papers.
Shorter news cycle, tighter deadlines.
Where are the reporters?
Journalists are all on social!
Be Facebook friends / LinkedIn contacts with your journalist contacts
Understand the journalist and the news angle
Read outlets and journals, follow conversations, follow the source
Don’t forget the citizen journalists
CAMPAIGNS
• Have a plan• Use similar imagery• Change language, tone, voice of message
depending on channel – speak to the audience that’s on that channel
• Make sure your social channels are on printed materials
Campaigns
#getcovered
Campaign: Example
Activity
• Choose a story/campaign, write out how you would use each channel to tell that story
• Discussion/Feedback
USEFUL STUFF
ResourcesTweet grader – tells you how influential you are.
Hootsuite – scheduling and posting software. Worth it! Bitly – link shortener, useful for tracking clicks
Simply Measured: http://simplymeasured.comSprout Social
SpredfastSocial Media Sizer cheat sheet: for design of social media channels.
http://visual.ly/social-media-sizing-cheat-sheet-edition-20-2014Social Media ExaminerSmart Brief on Social MediaBeth KantorJohn Haydon Social Media Marketing for NonprofitsGoogle AlertsMetia blog: http://www.metia.com/blogs/Social Media Examiner: http://www.socialmediaexaminer.com/Hootsuite: http://blog.hootsuite.comMashable: http://mashable.com/
ReferencesSocial media reporting template from Vanessa Au at TableauScientific Guide to Great Tweets
http://blog.bufferapp.com/writing-great-tweets-scientific-guideSocial Media Strategy for NonProfits
http://www.slideshare.net/SM4nonprofits/michael-bellavia-helpsgood
Guide to Facebook 2014 by Derek Belt at King County, WA http://www.slideshare.net/kingcountywa/state-of-facebook-2014
Why Google+ will demand your attention in 2014 http://socialmediatoday.com/sanchitkhera7/2064111/why-google-will-demand-our-attention-2014
State of Social Marketing 2014 http://www.socialbakers.com/blog/2110-the-state-of-social-marketing-2014
Top Nonprofits on Twitter http://topnonprofits.com/lists/top-nonprofits-on-twitter/
Top Nonprofits on Facebook http://topnonprofits.com/lists/top-nonprofits-on-facebook/
Questions???
Contact us
Jessica HallT: @jessicahall0625
L: www.linkedin.com/in/jessicanicolehall
Suna GurolT: @SunaG
L: www.linkedin.com/in/sunagurol E: [email protected]
W: http://www.sunagurol.com/
