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

http://www.smallact.com

http://www.smallact.com

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



Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

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?


Yes!



What about nonprofits?


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.


http://barnraisersllc.com/how-we-know/

http://barnraisersllc.com/how-we-know/

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%.


http://bonfiresocialmedia.com/non-profit-social-media-case-study-bonfire-ignites-givengobble/

http://bonfiresocialmedia.com/non-profit-social-media-case-study-bonfire-ignites-givengobble/

http://bonfiresocialmedia.com/

http://bonfiresocialmedia.com/

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.



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


Other places to consider sharing



Highly-visually-driven




PinterestInstagram




PinterestInstagram

Location-based




PinterestInstagram

Location-basedFoursquare




PinterestInstagram


SEO/traffic-building




PinterestInstagram


SEO/traffic-buildingGoogle+




PinterestInstagram


SEO/traffic-buildingGoogle+Reddit




PinterestInstagram



Video




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:


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


Measurement

Then:


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:[email protected]

smallact.com/bloggplus.to/smallact

@smallactThursday, October 24, 13

mailto:[email protected]

mailto:[email protected]

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

Technology

social media rocks

traditional media

facebook users

cultural revolution

communication change

facebook strategythursday

brand personalitythursday

brand awarenessthursday