social media marketing for nonprofits

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Social Media Marketing for Non-Profits Presented by: Liz DeLoach September 21, 2011 Host: Coastal Community Foundation Today’s Twitter Hashtag: #pathcamp

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This presentation teaches Non-Profits the Best Practices, tips, and effectove uses of Facebook and Twitter to increase exposure and reach donors.

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Page 1: Social Media Marketing for Nonprofits

Social Media Marketingfor

Non-Profits

Presented by: Liz DeLoachSeptember 21, 2011Host: Coastal Community Foundation

Today’s Twitter Hashtag: #pathcamp

Page 2: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Sponsors:

Palmetto Technology Hub - Providing technology support and resources for Non-profits in the S.C. Lowcountry.

Social Strategies: Locally owned and operated company providing Social Media Marketing consultation, training, and management.

Social Strategies

Page 3: Social Media Marketing for Nonprofits

Social Media Marketing for Non-ProfitsWhat we’ll cover today:

Why Social Media

Mediums: Facebook and Twitter

Getting started, Best Practices, How-To’s and tips on using each to engage with donors and potential donors/volunteers

Success Strategies: Non-profits successfully using it

Marketing Integration

Management Tools

Non-profits successfully using Social Media

Best practices, how to’s and tips on using each to engage with donors and potential donors/volunteers

Management tools to help you save time

Page 4: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Why Social Media:

It’s social, not self promotional

No pressure involved – just the desire to connect with others

Hundreds of millions are there – a potentially huge audience

Ease of use

Page 5: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

By the Numbers:

Over 800 million users worldwide

Fastest growing demographic is between ages 35-55, with women leading the way.

Lots of great organizational tools

You can have both personal profile and a business page

Page 6: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Getting started with a Facebook Page

Key considerations for categorizing:

How important is location? For a museum, for example, this is important!

Don’t use generic Non-profit designation

Base on how your supporters characterize you

Page 7: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Getting started with a Facebook Page

Key considerations for for settings:

Do you want your supporters to be able to upload pics, links, etc. Generally the answer is yes!

Post? Or only comment under Org. posts? We recommend posts and comments as it i more inviting

Demographics

Page 8: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Getting started with a Facebook Page

Key considerations

Who will update? One person or collaborative?

How often? A recent study suggests 1-2 posts every other day is a good average.

What do you post? Good mix of info to elicit interaction

Page 9: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Content Development: Tips and suggestions

Key considerations

Ask questions, seek info. It’s conversational, not promotional!

Slice of life, humor, quotes, pearls of wisdom, trivia

Mixed media: pictures, video clips, links driving traffic back to website

Promote your community partners and businesses

Page 10: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Content Development: Tips and suggestions

Key considerations

Meet the staff

Positive press

Community involvement/themes that support your mission

Local events of interest - who are your fans? Post to their interests

Page 11: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Key Facebook Page Features:

Insights

Commenting as a page on other pages

Lists, Notes, Events

Facebook Marketplace

Tagging

Page 12: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Ways to promote your Facebook Page:

A Facebook contest can be a great way to draw fans. Rules are here: https://www.facebook.com/promotions_guidelines.php

Share to your page, ask employees and supporters to do the same

Links from blog and website

Facebook ads - Strongly suggest getting professional help with these for best targeting

Page 13: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Let’s Talk

Social network and micro-blogging service

Tweets: Text based posts of up to 140 characters that display on users page and those of followers

Twitter is a great source of information. You can search topics of interest and follow users posting about them

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Social Media Marketing for Non-Profits

Let’s Talk

Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010

200 million active twitter users per month generating 230 million Tweets a day (as of September 2011)

Nearly two-thirds of active Twitter users access social networking sites using a mobile phone. Apps for all major platforms

51% of active Twitter users follow companies, brands or products on social networks

Page 15: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Let’s Talk 51% of active Twitter users follow companies, brands or products on social networks

Twitter is a first and crucial line of communication during natural disasters: Recent earthquakes and tsunamis critical 1st info lifeline

Twitter is the fastest news source on the planet. All the major media print and broadcast players are there

Page 16: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

What to do on Twitter Listening Tools: Google Alerts, Seismic, YakTrack, Markmail.org

Follow people, businesses, and organizations and get important info about them

You can post links, pictures, and send private messages

It’s brevity is one of its best features, allowing you to cover more ground faster than with other social mediums

Look for conversations on topics of interest. We’ll look at some onboard search tools, and two others are Twellow and Tweetfind

Page 17: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Great Tweets Are.... Brief: Be friendly, but get to your point quickly

Conversational: Think “cocktail party” where you communicate with many people.

Humorous: Just be careful…keep it clean!

Informative: Articles of interest from credible 3rd party sources. Link to it using a url shortener such as www.budurl.com for tracking/measurement

Inspirational: Good quotes are great and popular for RT’s

Page 18: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Twitterese and Twitterquette

RT: Retweet. Passing on information from another user in way that gives them credit as your source. A must of twitterquette!

Hash tag: # symbol before a word that categorizes info for quick and easy searches.

@replies and @mentions mean you are addressing or replying directly to that user. A must so specific users know when you’re addressing them.

Page 19: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Who Do I follow?How often do they tweet? 3-5x a day spaced a few hours apart for max exposure

Are their tweets of interest and value to you?

Are they conversing and responsive to others?

Do they have a good “mix” of tweets?

Do they Retweet good info? That’ s a sure sign of a generous tweeter.

Page 20: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Who Do I Avoid Following

Does the User:

Have a large number of unsolicited identical @mentions such as: “@scpath: Check out this great offer (with link)!” to a lot of users? A sure sign of a spammer. Block!

Have a skewed follower-to-followee ratio: If they follow a disproportionately large number of users (greater than 50%, on average) compared to those following them, they’re likely boring, a spammer, or both. Some exceptions include celebs and news orgs.

Have many followers, but follow very few?  If they don’t follow anyone, why should you follow them? Reciprocity matters!

Page 21: Social Media Marketing for Nonprofits

Top Tier Non-Profits on Twitter:

Women Who Tech: Helping Talented women break new ground (@womenwhotech)

Water.org - Bringing clean water to those who lack it. @water

Doctors without Borders: Stepping in to treat the sick @MSF_USA

Livestrong: On the front lines against cancer @livestrong

UNICEF: Humanitarian action on behalf of kids(@unicef)

Social Media Marketing for Non-Profits

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Local Non-Profits on Twitter:

Center for Women:  Helping women succeed every day both professionally and personally  @c4womenchas

Lowcountry Aids Services: Dedicated to enhancing the quality of life for persons living with HIV and AIDS and to providing HIV prevention resources and programs @LASchs

Here’s a great list from @TinaArnoldi: http://twitter.com/chsnonprofits

Social Media Marketing for Non-Profits

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Success Strategy #1: Have a plan, such as Pairing virtual campaigns with flesh and blood action

Invisible Children: @Invisible Has successfully has used Facebook, Twitter, YouTube, and its own video-rich Web site to organize hundreds of student rallies across America to oppose the use of child soldiers in northern Uganda

In 2009, the San Diego group’s protest outside Oprah Winfrey’s Harpo Studios, in Chicago, covered on Twitter by protestors, became one of the top-10 Twitter topics of that day and resulted in a very visible guest spot for Invisible Children on Ms. Winfrey’s talk show.

In May 2010, when President Obama signed a bill that is expected to reduce child soldiering, leaders of Invisible Children were invited to the White House for the signing.

Social Media Marketing for Non-Profits

Page 24: Social Media Marketing for Nonprofits

Success Strategy #1 A Plan: Pair virtual campaigns with flesh and blood action

350.org @350

Last fall, through digital organizing on its Web and Facebook sites, this environmental group mobilized people in all but three countries around the world to work on climate change in their own communities. In 7,347 places, people planted trees, installed solar panels and wind turbines, weatherized buildings, and planted urban gardens.

Social Media Marketing for Non-Profits

Page 25: Social Media Marketing for Nonprofits

Success Strategy #2: Don’t Broadcast

Build conversations first, before you ask for involvement

The Humane Society of the U.S. @humanesociety

Responds responds to every question and comment on its Facebook fan page—which is no small chore, considering it has more than 500,000 fans.

Does fun, pet related posts, such as: It sure does feel like fall here at our office today! What's your favorite activity to do with your pets in the fall?

Social Media Marketing for Non-Profits

Page 26: Social Media Marketing for Nonprofits

Success Strategy #3: Be Selective

Post items that are interesting, relate to an advocacy action, and suit the demographics of an organization’s fans. Do your homework first!

• Once a day is probably enough for Facebook, and for Twitter aim for t three to five tweets spaced out per day/evening.

Success Strategy #4: Have an experienced marketer help with strategy

Don’t relegate your social media strategy to an intern. This is a marketing effort designed to bring supporters to your cause and therefore deserves someone who knows how to develop and implement strategy

Social Media Marketing for Non-Profits

Page 27: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Marketing Integration:Each site can be used to bring more inbound traffic to your Facebook Page, Blog, and Website

Add graphic links to website to indicate social presences and vice versa

Be sure to notify everyone on your newsletter ads, and email lists of all your social media presences

Check into some of the available widgets to create routing of traffic between all your mediums

Add Social presences to your business cards

Use your sites to drum up support and publicize events

Page 28: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Site Management Tools Hootsuite is a great dashboard tool which allows you to view and manage multiple social media feeds from one dashboard. www.hootsuite.com

You can schedule tweets and Facebook updates

Other services of this type include Tweetdeck, Postling, and Social Oomph.

These services also have link shorteners and analytical/measurement tools

Page 29: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Why are we doing this?

To build and engage our donor community. The most recent study by University of Massachusetts Dartmouth Center for Marketing Research.An astounding 97 percent of nonprofits are using social media,

To provide info of general and specific value.

To draw more awareness of, and support, to our cause.

To educate, learn, and have fun doing it.

Page 30: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Closing thoughts:

In social media, the goal is not to sell. The goal is to take your genuine interest in others online, conveying the sum total of who you are and what you can offer the world. It is through this process of meaningful engagement that you can develop the types of relationships and trust that will motivate others to seek you out to serve, or be served.

Page 31: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Sources and Resources

Twitter.com

Listorious – NonProfits on Twitter List by Jason Pollack http://listorious.com/Jason_Pollock/nonprofit-orgs

The Chronicle of Philanthropy, February 20, 2011 How Nonprofits Can Use Social Media to Spark Change, Maureen West

The Christian Science Monitor, September 8, 2011, Twitter: Active user numbers up, more ads on the horizon Matthew Shaer

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www.readwriteweb.com Read Write Webwww.socialmediatoday.com Social Media Today

www.zdnet.com ZDNetwww.socialexaminer.com Social Examinerwww.mashable.com Mashablewww.hubspot.com Hubspot

Social Media Marketing for Non-Profits

Page 33: Social Media Marketing for Nonprofits

Social Media Marketing for Non-Profits

Thank you!Liz DeLoach

[email protected]

Twitter: @LizDeLoach @socialstrateg(843)532-9335