social media on a budget: for non-profits and small businesses

@sayscaitlin

@sayscaitlin

My background:• Photography• Public relations • Grassroots social media promotion• Partner of a non-profit based in India• Social Producer for SEJ!

Poll 1What best describes your field? 1. Non-profit2. Small business3. Other

@sayscaitlin

Social Media forNon-profits & Small Businesses

• Principles and best practices• Many strategies include tactics of public relations &

community engagement• This helps you save money!

• Tools• Collaboration/Scheduling• Research/Curation• Design• Measurements

@sayscaitlin

Principles& Best Practices

@sayscaitlin

The Groundswell POST MethodP PeopleAssess your customers’ social activitiesO ObjectivesDecide what you want to accomplishS StrategyPlan for how relationships with customers will changeT TechnologyDecide what social technologies to use

@sayscaitlin

People1. Who are your readers?2. What motivates them?3. Where do they spend time online?4. What are you trying to get across?5. What’s unique?6. What’s in it for your readers?

@sayscaitlin

@sayscaitlin

Objectives1. What is success to your organization?2. How can you measure that success?

• Traffic• Increased donations• Email leads• Volunteer sign-ups

@sayscaitlin

Strategies

• Don’t make a Twitter to make a Twitter

• Consistently brand across platforms

• Connect your pages

@sayscaitlin

Technology

@sayscaitlin

@sayscaitlin

Poll 2What’s your organization’s biggest social media challenge?1. Engaging new

customers/supporters & generating leads

2. Understanding how to create a social strategy/plan

3. Finding the time to allocate to social media

@sayscaitlin

What should I post about?• Create a simple content calendar

• Schedule all your publications across all channels

• Email, blog, FB, Twitter, newsletter, events, press releases, etc.

• Abide by the 80/20 rule• Readers will remember where they got the

information, not who originally published it

• Make it easy• We’re all short on time, so make your posts easy

to share!

Post suggestions:• Celebrate a goal• Event updates• Newsletter highlights• Industry news• Neighborhood news• Blogs• Highlight volunteers• Share stories

@sayscaitlin

@sayscaitlin

• Embrace Storytelling

• Get your ledes right

@sayscaitlin

@sayscaitlin

@sayscaitlin

You can’t do it alone• Who in your organization can help? Who is excited about

social media? Get them to:• Brainstorm ideas• Take photos!• Like, comment, and share

Poll 3What percentage of Americans using social media say it influences their buying decisions?1. 24%2. 46%3. 64%4. 90%

@sayscaitlin

John Hayden’s take on the ladder of engagement from “Measuring the Networked Nonprofit”

Tools

@sayscaitlin

SlackFree for small

teams

Collaborate & Schedule

@sayscaitlin

BufferFree for a single

user, team plans start at

$99/mo

Collaborate & Schedule

@sayscaitlin

Buffer

Collaborate & Schedule

@sayscaitlin

BuzzSumoFree. Pro Plans

starting at $99/mo

Curate & Research

@sayscaitlin

Twitter ListsFree

Curate & Research

@sayscaitlin

TweetDeckFree

Curate & Research

@sayscaitlin

CanvaFree. Paid

features available.

Design

@sayscaitlin

PicMonkeyFree. Royale

features available.

Design

@sayscaitlin

Free Images Site• StockSnap.io

• MorgueFile• Pixabay

Design

@sayscaitlin

InsightsFree

Measure

@sayscaitlin

Twitter Analytics

Free

Measure

@sayscaitlin

Insights

Twitter Analytics

Measure

@sayscaitlin

CrowdboosterPlans starting at

$9/mo

Measure

@sayscaitlin

Helpful ToolsCollaborate/Schedule1. Slack2. Buffer

Curate/Research3. Buzzsumo4. Twitter Lists5. TweetDeck

Design1. Canva2. PicMonkey3. Free image sites

Measure4. Facebook Page Insights5. Twitter Analytics6. Crowdbooster

@sayscaitlin

@sayscaitlin

Learn More

• bit.ly/MarketingNerds33• bit.ly/MarketingNerds59

@sayscaitlin