social media 101 for nonprofits
DESCRIPTION
Social media marketing 101 for nonprofit organizations. Facebook, twitter, linkedin, Pinterest, Instagram, and blogging for non-profits.TRANSCRIPT
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� Why Use it? � We’ll cover
• Facebook • Twi9er • LinkedIn • Pinterest • Instagram • Google+ • Blogs
Social Media
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Why use it?
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It’s the new SEO � Social Media OpKmizaKon (SMO) is the new SEO, or rather two halves of a whole.
� SMO is the distribuKon of social objects (videos, blog posts, tweets, Facebook updates) so that they’re opKmized to rise to the top of any related search query, where and when it is performed.
� Social media is included in Google’s algorithm for search engine results: Facebook and Google+ key
� SEO + SMO = Amplified findability in the tradiKonal and social web.
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It’s Huge � Facebook: 1.23 billion acKve users � Twi9er: 500 million tweets sent per day � LinkedIn: 260 million users � YouTube: 1 billion users (4 billion views per day!) � Pinterest: 70 million users � Google+: 300 million monthly users � Instagram: 100 million users, 4 billion photos � Blogs: 66 million blogs, 346 million people readers each day
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It’s Growing � U.S. adults who use social media sites has risen from 8% to 72% since 2005. That’s an 800% increase. (Pew Research Center)
� Roughly 81% of SMBs are using social media, according to a LinkedIn study released Feb 2014, and of those that use social, 94% do so for markeKng purposes.
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It’s Real-‐Time � Reveal the human side of a company, give it personality � Provide useful informaKon that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐Kme � Have a plaeorm for announcing news, promoKons, events
� Generate new business leads
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Gefng Started � Map out your strategy � Define your business goals and objecKves for social media
� Increase sales, brand awareness, engagement, drive traffic to your website, create a community on your page
� IdenKfy your compeKKon and what disKnguishes you from your compeKKon
� Define target audiences and key messages � Define categories/topics for social media updates
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Gefng Started � Create your plan – align with off-‐line markeKng calendar � IdenKfy the most important keywords for your business. Use these consistently in all posts, tweets, updates.
� Set-‐up your profiles and pages and start posKng � Ensure you have a consistent design/branding across all plaeorms
� Measure and adjust – traffic, comments, leads, etc.
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Social Media Plan � Listen to what’s already out there:
� Set-‐up Google Alerts for all your keywords, your compeKtors, your own company name, your personal name, etc.
� Use Google Blog Search to find bloggers and other content creators in your space
� Use Muck Rack to find journalists
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Social Media Plan � Create your Content Calendar For PosKng
� Define 5-‐6 content categories � Set-‐up a 3-‐month calendar � Add your key offline events and any milestones, holidays, etc.,
� Align with your markeKng calendar � Content should be a mix of original content/images, news updates and curated content/images
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Social Media Plan � Set-‐up Google AnalyKcs to monitor web traffic � All social media sites have analyKcs (except instagram) � Measure and adjust – traffic, comments, leads, etc.
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Why Use Facebook � Increase visibility � Connect with clients, donors, board members � Increase engagement � Promote your brand � Create a community � Promote and manage events
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Engage and grow your following � Write interesKng and relevant posts will encourage followers to engage with your posts � Liking, commenKng and sharing are important � Facebook uses the level of engagement to determine how many people see your posts
� Provide useful informaKon that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐Kme � Have a plaeorm for announcing news, promoKons, events
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Engage and grow your following � Upload and invite your email list � Invite your friends � Run Facebook Ads � Hold contests/sweepstakes/giveaways/refer-‐a-‐friend
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Twi9er � Microblogging site that enables users to send and read other users’ updates (known as tweets)
� Text based posts � 160 characters total � 20 for username, 140 for message text
� Updates appear on the user’s profile page and are delivered to other users who have signed up to receive them (followers)
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Twi9er � An informaKonal tool – provides informaKon to others � A conversaKonal tool – respond to other people’s tweets and engage in dialogue
� Great way to network and communicate with new and old contacts
� You choose the message, not the recipient
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Twi9er -‐ DefiniKons � Tweet -‐ When you hit send on your 140 characters on twi9er it’s called a tweet or tweeKng � Handle – your Twi9er name @GibbonsDigital – balance short with descripKve. � Follow – this is simply the act of adding someone to your list of people you are following – this
makes their tweets show up on your homepage. � Replies – this is what it is called when someone writes a tweet directly at your handle -‐
@GibbonsDigital cool post today blah blah – this is open an invite to engage with a follower. � Retweet – this is a tacKc of republishing someone else’s tweet – the original tweet along with
author stays in tact, but you are basically showing someone’s tweet to your followers – many people find this a great way to add content and acknowledge good stuff from the folks they follow
� DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your enKre base of followers might not find interesKng.
� Hashtag – this is a way people categorize tweets so that others might use the same tag and effecKvely create a way for people to view related tweets – it will something like #markeKng – more on this in search.
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Anatomy of a Tweet
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Engage and grow your following � Listen!
� Set up simple searches that allow you to hear menKons of your company
� Twi9er is a real-‐Kme opportunity to listen in on the conversaKons of 200 million users
� Serve as a resource � Provide informaKon that helps your target audience in a quick, easy-‐to-‐use format
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Engage and grow your following � Follow people – they might follow you back � Add Twi9er link to your website homepage � Include Twi9er icon on ALL materials that reach your target market
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LinkedIn � The world’s largest professional network with over 175 million registered members and growing rapidly.
� Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuniKes with a broader network of professionals.
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Engaging on LinkedIn – Status Updates
� Share links to interesKng arKcles, websites or video you have found that some individuals in your network might appreciate. Try to use words that grab the readers and encourage them to click the link.
� Pose a quesKon that could lead to solving a problem you have, like: "Anyone know about…?”
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Business Pages � Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuniKes, and job openings.
� Also perfect place to start conversaKon with your clients, prospecKve clients, job seekers, post company updates.
� Post industry arKcles and fun facts. � These updates appear on your company page and also the pages of your followers.
� Have followers Like your post so it goes viral. � AnalyKcs pages to see acKvity on the page.
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What is it? � Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they find interesKng and beauKful – e.g., pictures, quotes, recipes, etc.
� Centered around the social discovery of objects (as opposed to friends and family)
� Content is organized in “Boards” and organized in categories.
� Each piece of content is called a “Pin”
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Examples of Pins
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Pinterest is one of the largest social media networks on the web. The network saw +4377% growth between May 2011 and May 2012.
51 51 Mashable, 2013
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Engaging on Pinterest � Build your brand out, share interesKng and relevant content, create engagement
� Add products with prices to drive awareness � Service businesses can create posKngs with infographics that contains useful informaKon or a graphic with a quote
� Post videos (hosted on YouTube) � Add links to your pins’ descripKons giving your business the benefit of your links carrying over with your pins when users re-‐pin them
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What is Instagram? � Instagram is an online photo-‐sharing, video-‐sharing and social networking service that enables its users to take and share pictures and videos.
� Photos can be manipulated using different filters � Photos can be automaKcally shared to other social networks.
� People can “like” your photos and comment on them � You can follow people and they can follow you
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Instagram is also one of the fastest growing networks on the web, with a 500% growth in the last year.
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Engaging with Instagram � Share interesKng, relevant and engaging images � Showcase your products � Create videos � Use Webstagram to find trending/popular hashtags and users
� Use appropriate hashtags � Perform hashtag searches to find new users to follow
� Comment/like others’ photos
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What is it? � Google+ is a social networking that is owned and operated by Google Inc.
� Like Facebook – personal profiles and business pages
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Why use it? � No one loves Google more than Google. And, let’s be honest, you want Google to love your business and the content you produce too. If that’s not reason enough, I don’t know what is.
� Increase your visibility and reach by offering great content on Google Plus that people will like and want to share
� This will help with search engine opKmizaKon (SEO)
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Engaging with Google+ � Share lots of photos
� Think about your business – what images, charts, slides can you share to ignite conversaKons
� Share fresh content, interact with fans, etc. � Promote your Google+ page on your blog and website � When you post a message, photo or link, ask your subscribes to share the content with their Circles
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Blogs � Blog = ‘web log’ � An online diary or journal � Anybody can be a content generator and an expert in their field
� Can be setup within minutes online using WordPress
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Blog Content � Answer industry quesKons � Comment on industry news � Provide how-‐to based content � Encourage readers to comment � Post 1 Kme per week if possible
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Engaging Customers with a Blog � Answer industry quesKons � Comment on industry news � Provide how-‐to based content � Encourage readers to comment � Post consistently – 1 Kme per week, if possible
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Demographics -‐ Facebook � 86% of Facebook users are age 25 and older � 81% have some college educaKon or bachelors/graduate degree
� 58% earn $50,000 or more
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Demographics -‐ Twi9er � 81% of people on Twi9er are age 25 and older � 83% have some college educaKon or bachelors/graduate degree
� 47% earn $50,000 or more
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Demographics -‐ LinkedIn � 96% of people on LinkedIn are age 25 and older � 87% have some college educaKon or bachelors/graduate degree
� 71% earn $50,000 or more
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Thank You! Bridget Gibbons
[email protected] Gibbonsdigital.com @gibbonsdigital
y.com/gibbonsdigital