160512 how to use social media to engage youth

How to Use Social Media to Engage Youth

PRESENTED BY JOHN HAYDONHow to Use Social Media to Engage Youth

Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA

Instructor at Marketing Profs University, regular contributor at Social Media Examiner

Author: Facebook Marketing for Dummies, 3rd and 4th Editions

Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

Your topic expert: John Haydon

http://inboundzombie.com/

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/

Social and mobile change everything


Social media use20

00

2016



Social media use20

00

2016

Facebook

Twitter

Instagram

Snapchat

WhatsApp

Peach

Google Plus

MySpace



Mobile use20

00

2016



Mobile use20

00

2016

iPhone is born on January 9, 2007



• A recent study by The Center for Effective Philanthropy found that 86% of donors would “gladly recommend an organization” to a friend or colleague.

• 21% of supporters said they learned about their organization from a friend, existing supporter.

Social is the new Word-of-Mouth MarketingSocial and mobile change everything

Your job description has changed

Before social media:… get the word out.


Before social media:… get the word out.

After social media:… get our people talking.


A simple social media plan anyone can follow


People

Objectives

Strategy

Tactics

1


The POST method was originally coined by

Charlene Li and Josh Bernoff in their book,

Groundswell (Harvard Business Review Press)

and is a proven framework for developing a

social media strategy.


People: What does your community really care about? What passions intersect with your cause? What gets them engaged?

Objectives: How will this campaign matter? What do you want to achieve (SMART)? Shoot low, if you’re just starting out.

Strategy: How can your goals intersect with community interests and passions? How will you encourage actions?

Tactics: What tools and tactics will you use to achieve your strategy?

1



Who are we trying to engage? Supporters? Volunteers? Donors?

What’s in it for them? What’s the emotional hook?

What’s in it for us? More fans? More emails? More donors?

How will we promote the campaign? What other channels will we use?

How will we measure success? Likes? Engagement Rate? Emails Acquired?

Campaign name and summary



Download this workbook: johnhaydon.com/plan


https://dl.dropboxusercontent.com/u/170872/Free%20eBooks/1-Page%20Social%20Media%20Marketing%20Plan.pdf

Engage hearts over minds



“Emotion leads to action while

reason leads to conclusions.”

Daniel Calne - Neuroscientist


•Drives action•Loves stories•Triggers dopamine•Drives donor behavior

Emotion Reason

•Justifies action•Remembers stories•No dopamine•Justifies behavior



•Drives action•Loves stories•Triggers dopamine•Drives donor behavior

Emotion Reason

•Justifies action•Remembers stories•No dopamine•Justifies behavior

Engagement happens here


Tell better stories with this simple formula


Storytelling is NOT:

• Statistics • News • Milestones • About your org

VI) Boosting donor retention with social media



Stories make people feel:

• Happy • Hopeful • Inspired • Wise • Generous • In the Know




“But I’m not George Lucas. I’m

just trying to raise more money”

- You



• Stories are the glue that sticks people together• Stories invite a relationship• Stories are remembered• Stories motivate action




• Hook• Hold• Payoff



• Introduce protagonist• Relatable and human• Triggers emotion• Instantly understood

The HookTell better stories with this simple formula


• Holds their attention• Protagonist’s goals• Potential obstacles (internal and external)• Presents plot questions

The HoldTell better stories with this simple formula


• Goal is reached• Resolution of plot questions• Invites participation• Includes call-to-action

The Payoff (call-to-action)Tell better stories with this simple formula


A call-to-action should be:

A) Clear and easy to understand.B) In alignment with emotional triggers.

C) Highlighted with larger fonts or buttons.

D) Repeated 2-3 times in the message.

E) Build trust by adding your phone number.

Don’t forget your call-to-action!Tell better stories with this simple formula

Types of stories you should always be sharing


53% of donors say that “achieving and communicating measurable results” is prominent in their decision making to donate again.

Outcome stories

Types of stories you should always be telling


Trending stories



1) Conversation starters

Ask fans:

• For their tips and ideas

• To share good news

• To share preferences

• To share stories

Conversation starters



Let your fans be the expert:

• Strokes egos

• Takes burden off your org

• Builds loyalty

• Be consistent!

Ask followers to strut their smarts



Recognizing fans:

• Makes them feel good

• Makes you look good

• Increases donor retention

Recognize donors and volunteers



Invitations to share stories


8) Prepping for your next event


Update bios and headers for Facebook, Twitter and Instagram

• Promote event on Facebook cover and Twitter header• Include date and key details in bios• Include event URL in all campaign posts and photo descriptions



• Review these posts with team• Review and refine as needed• Get notifications when published

Draft and review posts for Twitter, Instagram and Facebook



• Select most engaging posts (use social Analytics)• Edit post to include link to registration page• Unpin after campaign is over

Pin your best posts to top of your Page (Facebook and Twitter)



Your NetworkYour community’s friends, family, colleagues, etc.

Your CommunitySubscribersDonorsVolunteers

A) Start with your database.

Launch every campaign with email



VII) Launch your campaign to current supporters first

Launch every campaign with email

9) Keep everyone on the same page with a content calendar


Why this matters:

A) Gives you birds eye view.

B) Helps avoid communication conflicts.C) Helps unify marketing channels.

D) Helps eliminate silos.



Step 1: Create a simple calendar (online or paper)9) Keep everyone on the same page with a content calendar


Step 2: Map out community milestones and important dates

National day of

recognition

holidays

A)Cause-related dates

B)Relevant religious holidays

C)Important dates to community



Step 3: Map out your events

National day of

recognition

holidays

A)Fundraising events

B)Volunteer events

C)Other organizational events

VIP Gala

Walkathon

Volunteer dance party



Registration results, early recognition of volunteers and

fundraisers

Stories behind registrants and

fundraisers

Step 4: Map out campaign messaging

National day of

recognition

holidays

A)Start 30 days before event

B)Blog and social media

C)Email messages

VIP Gala

Walkathon


Behind the scenes towards

walkathonTeasers, stories,

related topics

Invite core supporters to share stories with hashtag



Registration results, early recognition of volunteers and

fundraisers

Stories behind registrants and

fundraisers

Step 5: Map out teasers and other pre-event promotions

National day of

recognition

holidays

A)Sponsor promotions

B)Early registration offers

C)Giveaways

VIP Gala

Walkathon


Behind the scenes towards

walkathonTeasers, stories,

related topics

Invite core supporters to share stories with hashtag

Giveaway



Cloud technology allows you to:1.Collaborate2.Communicate3.UpdateAll in one central doc.

Step 6: Create a marketing bank for your team9) Keep everyone on the same page with a content calendar


A marketing bank is a single location for:

• Logos• Photos• Bios and Head Shots• Boilerplate Text• Etc.

Use can use DropBox, Google Drive or Trello to organize your content.

Step 6: Create a marketing bank for your team9) Keep everyone on the same page with a content calendar


When people are exposed to your messages from a variety of channels, they are more likely to act on the goal of your message.

Step 7: Include all communications channels9) Keep everyone on the same page with a content calendar

10) Parting thoughts


Your content has a mission

WE ARE Fun

Youthful Passionate

Hopeful

WE ARE NOT Patronizing Demanding

Monotonous Passive



Your content has a mission



Good ideas spread



Until a better idea comes along



Everyone is content creator



Content is kingCommunity is king



Smart strategy

Well-defined audiences

Clear objectives

Solid call-to-action

Clear next steps

IngredientsFacebook ads are best used to enhance

a solid campaign strategy.



Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.

Instructor at Marketing Profs University, regular contributor at Social Media Examiner

Author: Facebook Marketing for Dummies, 3rd and 4th Editions

Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.

http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/