social media: does it actually get results? how can i coach nonprofits to use it?

Social Media: Does It Actually Get Results? How Can I Coach

Nonprofits to Use It?by Annie Lynsen

of Small Act

www.smallact.com

Event hashtag: #FINday2013

Thursday, October 24, 13

What are we going to cover?

Overview of social media

Overview of social mediaPlatforms: Twitter and Facebook

Overview of social mediaPlatforms: Twitter and FacebookStrategy

Brand presence vs. campaigns

Brand presence vs. campaignsEtiquette

Brand presence vs. campaignsEtiquetteMeasurement

Brand presence vs. campaignsEtiquetteMeasurementAnd case studies

Key takeaways

Key takeawaysNobody can afford to ignore social media.

Key takeawaysNobody can afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.

Key takeawaysNobody can afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for each organization.

Key takeawaysNobody can afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for each organization.Listen, be nice, and measure everything.

http://smallact.com/blog/socialnomics-2013-video

Socialnomics video

It’s not a communication change. It’s a cultural revolution.

Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

Facebook users have uploaded 250

BILLION photos since launch

Facebook users have uploaded 250

BILLION photos since launch

Traditional media vs.Social media

In what ways are nonprofits using social media?

Brand awareness

Brand awarenessCustomer service channel

Brand awarenessCustomer service channelWord-of-mouth campaigns

Brand awarenessCustomer service channelWord-of-mouth campaignsBuilding relationships with their donors/members

How can social media be used (effectively) in marketing?

How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness

How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personality

How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personalityOffer better, on-the-spot customer service/responses to questions

How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personalityOffer better, on-the-spot customer service/responses to questionsFind donors/members where they spend the most time

But...does it get results?

But...does it get results?No.

Maybe.But...does it get results?

What about nonprofits?

AMERICAN HEART ASSOCIATION: AHA changed the context of connecting with

consumers at events from paper and clip board to text messaging. Donations increased 5X through text messaging in just 10 minutes versus the manual

process that took days, even weeks, and costed more.

What about nonprofits?HELPING HANDS:

A local affiliate of the Oregon Food Bank sponsored a Thanksgiving fun run, Give N’ Gobble. The race director

hired Bonfire Social Media to create a search optimized blog , Twitter and Facebook pages. The blog

served as a platform for race news, interviews, photos and easy race registration. Donations increased by

almost 50% versus the previous year; runners increased by over 25%; volunteers increased 2X; web

traffic increased 76%; pages indexed by search engines increased by 150%.

PlatformsWhere can you do stuff?

TwitterThursday, October 24, 13

What is Twitter?

What is Twitter?Twitter is a website which lets you send and read messages called tweets.

What is Twitter?Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters.

What is Twitter?Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters.Users “follow,” or subscribe, to various people’s tweets so they can read their updates.

Why bother?

Why bother?Twitter has plenty of time for your organization.

Why bother?Twitter has plenty of time for your organization.Public tweets often end up at the top of Google searches.

Why bother?Twitter has plenty of time for your organization.Public tweets often end up at the top of Google searches.Do you want to create an account when times are good, or when a crisis hits?

General Twitter strategy: Relationship cultivation

General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.

General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.Provide value to the masses, but speak to individuals as individuals when you can.

General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.Provide value to the masses, but speak to individuals as individuals when you can.Bottom line: More supporters, more money.

What is Facebook?

What is Facebook?Facebook is the world's most popular social networking website.

What is Facebook?Facebook is the world's most popular social networking website.Users share “status updates,” pictures, videos, links, etc.

What is Facebook?Facebook is the world's most popular social networking website.Users share “status updates,” pictures, videos, links, etc.The updates of your friends (and brands you follow) appear in your “News Feed.”

Why bother?

Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).

Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.

Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.Can drive tons of traffic to your website.

Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.Can drive tons of traffic to your website.Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn

General Facebook strategy: Daily, share-able posts

Post a few times a week.

Post a few times a week.Share links your audience will find useful.

Post a few times a week.Share links your audience will find useful.Use photos a LOT.

Post a few times a week.

Post a few times a week.Share links your audience will find useful.

Other places to consider sharing

Highly-visually-driven

PinterestInstagram

Location-based

PinterestInstagram

Location-basedFoursquare

PinterestInstagram

SEO/traffic-building

PinterestInstagram

SEO/traffic-buildingGoogle+

PinterestInstagram

SEO/traffic-buildingGoogle+Reddit

PinterestInstagram

VideoYouTube

PinterestInstagram

VideoYouTubeVimeo

PinterestInstagram

VideoYouTubeVimeoInstagram video

PinterestInstagram

VideoYouTubeVimeoInstagram videoVine

StrategyGettin’ it done

Questions to ask before you do anything

What do we want to get out of this?

What do we want to get out of this?Who is our audience?

What do we want to get out of this?Who is our audience? What stories resonate for our audience?

What do we want to get out of this?Who is our audience? What stories resonate for our audience?What/who do we need in place to start?

How do you get started building a brand presence?

Listen

ListenEngage

ListenEngageTest

ListenEngageTestWash, rinse, repeat

Brand- building vs. campaigns

Brand-building

Brand-buildingFewer short-term but more long-term gains

Brand-buildingFewer short-term but more long-term gainsEstablishes a “voice”

Brand-buildingFewer short-term but more long-term gainsEstablishes a “voice”Builds trust

Campaigns

CampaignsMostly short-term gains, possible long-term gains

CampaignsMostly short-term gains, possible long-term gainsQuick acquisition of followers & buzz

Think of it like “The Rocky Horror Picture Show”

Audience participation is key.

Antici...pation works.

Show your favorite obsession: Strive to be a thought leader.

“Don’t dream it, be it!” Take risks!

Good brands (examples)

Etiquette

EtiquetteHumanize your profile

EtiquetteHumanize your profileBe personal

EtiquetteHumanize your profileBe personalContribute

EtiquetteHumanize your profileBe personalContributeContent is king!

Rarely ask others for promotion

Rarely ask others for promotionDo promote other’s content (12:1 rule)

Rarely ask others for promotionDo promote other’s content (12:1 rule)Keep it relevant

Measurement

MeasurementStart tracking, right from the start:

URL clicks (bit.ly)

URL clicks (bit.ly)Interactions (retweets, comments, @’s, “likes”)

URL clicks (bit.ly)Interactions (retweets, comments, @’s, “likes”)Followers

Measurement

MeasurementAnalyze:

What content are people responding to?

MeasurementAnalyze:

What content are people responding to?What times/days am I getting the most traction?

MeasurementAnalyze:

What content are people responding to?What times/days am I getting the most traction?What conventions seem to get attention? (length of message, type of message, platforms, etc.)

Measurement

Then:Replicate your success

Measurement

Then:Replicate your successAvoid repeating failures

Measurement

Then:Replicate your successAvoid repeating failuresContinue experimenting

Wrap up: Key takeaways

You can’t afford to ignore social media in your marketing efforts.

You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.

You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for you.

You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for you.Listen, be nice, and measure everything.

Happy question timeThursday, October 24, 13

Thanks! Find me online:annie@smallact.com

smallact.com/bloggplus.to/smallact

@smallactThursday, October 24, 13

social media: does it actually get results? how can i coach nonprofits to use it?

social media rocks

traditional media

facebook users

cultural revolution

communication change

facebook strategythursday

brand personalitythursday

brand awarenessthursday

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