SVSU Non-Profit Course

Social Media Marketing for Non-Profits

SPEAKER: Jeff DeHavenSocial Media Impressionist at F.P. Horak

Je! Dehaven

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a division of:

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Who am I?

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Who am I?

• Social media impressionist at F.P. Horak

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Who am I?


• 28-year-old Saginaw resident

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Who am I?



• Been head deep in social for over 10 years

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Who am I?




• Love Starbucks, Verizon & Apple

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Who am I?





• Personally benefitted from social

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Who am I?





• Personally benefitted from social

• LG’s 32nd fastest east coast texter 2010

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What is social media?

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• Word of mouth (online)

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• 90% of consumers trust peer recommendations

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• Only 14% trust advertisements

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• 93% of marketers use Facebook for business

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• 93% of marketers use Facebook for business

• Changing the way we share life

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How did social evolve?

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• Ask Jeeves (1996 - first search engine)

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• AIM (1997 - instant online communication tool)

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• MySpace (2003 - major social network)

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Fill in required fields

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Skip for now

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People you know

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Add employer

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Confirm email

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Your direct login

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About & more

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Newsfeed

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Let’s go live

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Mobile

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Connect Via Mobile

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Connect Via Mobile

• Use all 5 Facebook Apps

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Connect Via Mobile


• Have to get your team involved

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Connect Via Mobile



• Encourage customers post “recommendations”

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Connect Via Mobile



• Encourage customers post “recommendations”

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Mobile

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Mobile

• Posting

• Sharing photos

• Like, comment, and share post

• Scheduling

• Filter & settings

• Email photos

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Let’s go live

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Guidelines

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Guidelines

• Timelines are for individual, non-commercial use

• Timelines must be held under an individual name

• Pages will and have been completely removed by Facebook

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Page Policy?

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Page Policy?

• This is your companies/organizations space

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Page Policy?


• Announce what’s is and is not acceptable

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Page Policy?



• How customer service will be handled

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Page Policy?




• Vulgar or derogatory content

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Page Policy?




• Vulgar or derogatory content

• Copyright or secret materials/information

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Page Policy

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Page Policy

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Page Policy

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Why Facebook?

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Why Facebook?• Provides the most options for

customization

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customization

• Visually impactful cover photo

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customization

• Visually impactful cover photo

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Why Facebook?

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Why Facebook?• Professional tabs for most important info

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Why Facebook?

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Why Facebook?

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Why Facebook?

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Why Facebook?

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Why Facebook?

• Front and center contact information

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Why Facebook?

• Front and center contact information

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Do For My Business?

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• Educate your customers

Do For My Business?

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• Reward loyal customers

Do For My Business?

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• Set yourself apart from your competition

Do For My Business?

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• Set yourself apart from your competition

Do For My Business?

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Why Facebook?

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Why Facebook?

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• Lower cost than all other traditional marketing

Why Facebook?

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• Fans request to connect with you

Why Facebook?

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• Most effective communication tool with a strategy

Why Facebook?

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• Most effective communication tool with a strategy

• Generation switch as preferred information source

Why Facebook?

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Facebook Dos

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Facebook Dos

•Be active

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Facebook Dos

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Facebook Dos

•Listen

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Facebook Dos

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Facebook Dos

•Be Personal

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Facebook Dos

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Facebook Dos

•Make Connections

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Facebook Dos

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Facebook Dos

•Engage Your Audience

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Facebook Dos

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Facebook Dos

•Use Visuals & Videos

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Facebook Don’ts

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Facebook Don’ts

•Sale, Sale, Sale

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Facebook Don’ts

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Facebook Don’ts

•Spam/Over-post

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Facebook Don’ts

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Facebook Don’ts

•Bother Audience With Apps/Games

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Facebook Don’ts

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Facebook Don’ts

•Post Irrelevant Content

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Tell a story

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Tell a story

• Visual experience

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Tell a story


• Capture your audience

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Tell a story


• Capture your audience

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Plan ahead

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Plan ahead

• Content calendar

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Plan ahead


• Look at major holidays

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Plan ahead


• Look at major holidays

• Participate with national _______ day, week and month

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Eye Tracking

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Eye Tracking

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Investment

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Investment

• Money

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Investment

• Money

• Assets

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Investment

• Money

• Assets

• Time

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Investment

• Money

• Assets

• Time

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Be Smart

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Be Smart

• Instagram, Tumblr, Pinterest for photos

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Be Smart


• Vine for videos

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Be Smart


• Vine for videos

• Foursquare for coupons/loyalty program

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Let’s go live

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Most important• Passionate content creator(s)

• Fun “Brand-On” page monitor(s)

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Passionate content creator(s)

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Fun “brand-on” page monitor(s)

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Fun“brand-on” page monitor(s)

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Customer Service

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Customer Service

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Customer Service

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Customer Service

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Rich Content

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Rich Content• Show heritage and legacy

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• Compliment text with great photos

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• Compliment text with great photos

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MUST use feature

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MUST use feature

• Facebook Offer

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MUST use feature

• Facebook Offer

• Online coupon

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MUST use feature

• Facebook Offer

• Online coupon

• Generate exposure

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MUST use feature

• Facebook Offer

• Online coupon


• Small cost to publish

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MUST use feature

• Facebook Offer

• Online coupon


• Small cost to publish

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Interact with fans

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Interact with fans

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Interact with fans

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Interact with fans

• Give to get

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Stay on top of it

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Stay on top of it

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Stay on top of it • “Ship My Pants” Video

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• Lost opportunity

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• Easter art until May 1st

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• Easter art until May 1st

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Visual post

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Visual post

• Sized improperly

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Visual post


• Failed opportunity

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Visual post


• Failed opportunity

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Reporting

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Reporting• Know what content to deliver

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• Relevant content

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• Measure effectiveness of campaigns

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Let’s go live

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Do for my business?

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Do for my business?

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Do for my business?

• Drive more foot traffic

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Do for my business?


• 662 shares

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Do for my business?


• 662 shares

• 79 likes

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Do for my business?


• 662 shares

• 79 likes

• 88 NEW fans

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Do for my business?


• 662 shares

• 79 likes

• 88 NEW fans

• 59,532 impressions

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Do for my business?

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Do for my business?• Drive awareness/customer acquisition

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• 649 comments

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• 649 comments

• 1,048 post likes

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• 649 comments


• 1,486 NEW fans

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• 649 comments


• 1,486 NEW fans

• 4,303 shares

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• 649 comments


• 1,486 NEW fans

• 4,303 shares


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• 649 comments


• 1,486 NEW fans

• 4,303 shares


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Campaigns/contest

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• Create simple impactful campaigns

Campaigns/contest

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• 737 NEW fans

Campaigns/contest

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• 737 NEW fans

• Awareness

Campaigns/contest

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• 737 NEW fans

• Awareness

Campaigns/contest

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Resources

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• Mashable.com

Resources

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• Mashable.com

• Allfacebook.com

Resources

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• Mashable.com

• Allfacebook.com

• Socialmediaexaminer.com

Resources

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• Mashable.com

• Allfacebook.com


• Social Media Club Great Lakes Bay

Resources

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• Mashable.com

• Allfacebook.com



• AAF Great Lakes Bay/Flint

Resources

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• Mashable.com

• Allfacebook.com



• AAF Great Lakes Bay/Flint

• Social Media Association of Michigan

Resources

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Twitter

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Benefits

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Benefits

• Set up for social success

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Benefits


• Be where people are

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Benefits



• Social is human relationships

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Benefits




• Equal weight among communication tools

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Benefits





• Big focus on customer retention

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Benefits





• Big focus on customer retention

• By 2020, 50% of work force will be millennials

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Fact

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Fact

• 78% of salespeople are using social media to out sell their peers

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3 main approaches to social media

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• Branding on your own

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• Within your current organization

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• Within your current organization

• Across your industry

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Fact

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Fact

• 80% of Twitter users are from mobile

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Myth

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Myth

• No just for celebs

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Myth


• Don’t care what I had for lunch

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Myth



• It takes too long

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Myth



• It takes too long

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Terms

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Terms

• Handle is profile

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Terms


• Hashtag is like a subject line - shows in search

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Terms



• RT (Retweet) is forwarding along

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Terms




• DM (Direct Message) inbox

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Terms




• DM (Direct Message) inbox

• @Mention only way to tag others

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Fact

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Fact

• Twitter is a super highway when your on you get what you get (not possible to see all)

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Resources

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Resources

• Twitter.com/search

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Resources


• Filter

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Resources


• Filter

• Use discover on app

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Resources


• Filter


• Flitter app to see unfollowers

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Resources


• Filter



• http://bit.ly/12UulEZ who to follow

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http://bit.ly/12UulEZ


Resources


• Filter




• Alltwitter.com

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Resources


• Filter




• Alltwitter.com

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Fact

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Fact

• Way to get to someone you have no other way to reach

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Tips

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Tips

• Follow back

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Tips

• Follow back

• Replying back

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Tips

• Follow back

• Replying back

• Retweet

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Tips

• Follow back

• Replying back

• Retweet

• Include photos

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Tips

• Follow back

• Replying back

• Retweet

• Include photos

• Make it part of your routine

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Tips

• Follow back

• Replying back

• Retweet

• Include photos

• Make it part of your routine

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Linkedin

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Tips

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Tips

• Be visible on Linkedin

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Tips


• App lets you buy pass prospects without email address

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Tips



• Create content for visibility

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Tips



• Create content for visibility

• Get involved in groups

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How it’s used

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How it’s used

• 90% view

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How it’s used

• 90% view

• 8% shuffle

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How it’s used

• 90% view

• 8% shuffle

• 2% create

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How it’s used

• 90% view

• 8% shuffle

• 2% create

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Social video

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Social video

• YouTube

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Social video

• YouTube

• Vimeo

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Social video

• YouTube

• Vimeo

• UStream

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Social video

• YouTube

• Vimeo

• UStream

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Social video

• YouTube

• Vimeo

• UStream

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Benefits

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Benefits• Helps you be found

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• Skype now has split screen

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• Google Hangouts

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• Google Hangouts

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Best practices

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Best practices

• Basic camera is fine

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Best practices


• Lighting & sound most important

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Best practices



• Social networking requires more than a Facebook profile

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Best practices




• Pick up an effort today

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Best practices




• Pick up an effort today

• Lots of small steps = success

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Q&A

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Thank you

• Jeff DeHaven

• 989.430.3009

• [email protected]

• fphorak.com

• facebook.com/fphorakco

• facebook.com/jeffdehaven

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mailto:[email protected]

mailto:[email protected]

Technology

SVSU Non-Profit Course