social media beginner. 2014 cleveland nonprofit marketing summit
DESCRIPTION
Melissa Mathews gives tips on how to successfully use social media to the advantage of local nonprofits. From crafting the right message to understanding the numbers, all areas for the budding social media guru are covered. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.TRANSCRIPT
17 Social Media Tips & Tricks for Nonprofits
Melissa Mathews
August 1st 2014
TODAY’S AGENDA
1. The Impact of Social Media
2. Nonprofit Examples
3. Setting Goals & Measurement
Where do I even start?
3
• 68% donate money• 53% volunteer• 52% donate clothing,
food or other personal items
• 43% attend/participate in a charitable event in my community
• 40% purchase a product to benefit the cause or charity
• 25% contact my political representatives by phone, mail or in person
• 15% organize an event in my community
But I know I should start because…
…it matters to my audience.
#handittocleveland
Tip #1 Find Your Social Media Voice
Who the heck is this guy?
#handittocleveland
Tip #2 Pick the right channels #handittocleveland
Tip #3 Promote Your Profiles Everywhere #handittocleveland
Tip #4 Inspire Emotion #handittocleveland
Tip #5 Use Visuals
Use tools like picmonkey.com & piktochart.com
#handittocleveland
*Note: Image on Twitter should be 1024 x 512 pixels to show up in feed
Tip #6 Showcase people and their stories #handittocleveland
Tip #7 Capitalize on (relevant) trends
• Visit daysoftheyear.com to find out fun or important days/weeks/months
• Hashtagify.me helps you find popular hashtags
• Stay up to date on popular news that doesn’t always relate to your nonprofit
#handittocleveland
Tip #8 Optimize Your Social Profiles
• Use keywords in the about/company info section.
• Be consistent with boiler plate language.
#handittocleveland
Tip #9 Remember Location Matters
Let Cleveland Empower Your Nonprofit (even if it’s national)• Helps local SEO • Adding a complete address to your FB page
activates Facebook Location allowing people to check-in and review
• Google+ can help you takeover the SERPs
#handittocleveland
Tip #10 Live Tweet From Events
Not only your own events, but other events you attend or even webinars.
Use tools like Storify to highlight top influencers or tweets
#handittocleveland
Tip #11 Keep in mind your staff & volunteers are your biggest advocates
• Make sure to inspire social media activity among staff, especially founders/leaders
• Reinforce best practices and optimized profiles• This means volunteers, too! • Encourage them to share
Tip #12 Show Progress & Proof
• Celebrate successes. Your followers already believe in you, and they want to see that their support is making an impact.
#handittocleveland
That’s great, but how do I know if it worked?
And if my time invested was worth it?
Don’t worry, there’s still 5 tips left!
Tip #13 Set SMART Goals & Objectives
Awareness
Retention
Driving Action
Examples:
• Increase email list sign ups through social media channels by 500 names by October 31, 2014.
• Increase brand mentions online by 25% by August 1, 2015.
*Must be specific, measurable, attainable, relevant & time based.
#handittocleveland
Tip #14 Track important metrics over time
Make a list of the metrics that would show you insight into reaching your goal.
#handittocleveland
Tip #15 Use free tools to help you find the data you need• Facebook Insights• LinkedIn Analytics• Google+ Analytics• Google Analytics – advanced to track ROI
• Set up goals & UTM Parameters
Tip #16 Create a social media calendar
Leave room for flexibility but try to stick to a theme
#handittocleveland
Tip #17 Never Stop Testing
• Social media provides great audience research for free• Possible tests:
• One hashtag vs. 2 or more• Time of day• Call-to-action vs. no call-to-action• Questions vs. statements• Post length• Pictures & videos vs. plain copy
#handittocleveland
THANK YOU QUESTIONS?