the "three as" of nonprofit social media success
DESCRIPTION
Ever since social media gained widespread adoption, one persistent question has vexed individual users and brands: What do we talk about online? Knowing what content is best to post can mean the difference between an active online community and a barren digital wasteland. Nonprofit organizations should focus on three categories of content in their social media messaging — the “Three A’s.” Attend this session to find out how you can apply each of the three A’s to your organization’s social content in order to maximize engagement, achieve search engine rankings, increase website traffic and generate donations. We’ll also explore how best to measure the success of your social media efforts. About Steven Shattuck: Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Technorati, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing. Steven serves in a marketing/communications role on several nonprofit committees and has spoken at Association of Fundraising Professionals and the National Council of Nonprofits events, webinars and conference calls. Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.TRANSCRIPT
The "Three As" of Nonprofit Social Media Success
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Your presenter »
@StevenShattuck
Steven Shattuck@StevenShattuckVP, Marketing -‐ BloomerangContributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business.
Speaker: Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, ANN, Let’s Talk Tech, Mixwest, Infinitive Digital Brainfest, Affiliate Summit, Indy Social Media
This presentation isn’t about social media.
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It’s about content.
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• Social media is a delivery system for content. • Content may not get seen without social media. • You are a content creator. • Good content wins.
Truths about social media »
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• Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories?
What do we create content about ? »
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What nonprofits ARE creating »
http://blog.hubspot.com/marketing/nonprofits-‐social-‐media-‐marketing-‐data
Share newsabout our cause
Share newsabout our org
Donor recognition
Brand recognition
Fundraising
Volunteer recruitment
Employee recruitment
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Content types »
• Plain text • Photos • Videos • Blog posts • Infographics • Podcasts • Webinars • Downloadables (white paper, eBook)
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What should we talk about, in what format, and how often?
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The Rule of Thirds »
• 1/3 your content • 1/3 other's content • 1/3 personal interaction
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The Rule of Thirds »
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The Rule of Thirds »
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80/20 Rule »
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https://engagor.com/blog/the-‐8020-‐rule-‐make-‐just-‐20-‐of-‐your-‐social-‐media-‐content-‐about-‐you
• doesn’t annoy by being overly-‐promotional • informs/educates and entertains • engages other users, especially influencers • encourages conversation • helps you schedule in advance
The theory of why it works »
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These frameworks aren’t ideal for nonprofits.
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The “Three As” »
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1. Appreciation 2. Advocacy 3. Appeals
The “Three As” »
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http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht
1/3 Appreciation 1/3 Advocacy 1/3 Appeals
The “Three As” »
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http://blog.hubspot.com/marketing/nonprofit-‐three-‐as-‐social-‐media-‐ht
Appreciation
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Appreciation »
• Use social media to publicly thank supporters! ‣ donors ‣ volunteers ‣ staff/board members ‣ other advocates/vendors
• Why? ‣ it makes them feel good ‣ they will engage with/share the post
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• 5% -‐ thought charity did not need them • 8% -‐ no info on how monies were used • 9% -‐ no memory of supporting • 13% -‐ never got thanked for donating • 16% -‐ death • 18% -‐ poor service or communication • 36% -‐ others more deserving • 54% -‐ could no longer afford
Why nonprofit donors leave »
https://www.linkedin.com/today/post/article/20140520191728-746287--infographic-why-donors-stop-their-support
• 5% -‐ thought charity did not need them • 8% -‐ no info on how monies were used • 9% -‐ no memory of supporting • 13% -‐ never got thanked for donating • 16% -‐ death • 18% -‐ poor service or communication • 36% -‐ others more deserving • 54% -‐ could no longer afford
Why nonprofit donors leave »
https://www.linkedin.com/today/post/article/20140520191728-746287--infographic-why-donors-stop-their-support
Appreciation is the key to donor retention.
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The 2014 results are in »
Nearly 6 out of every 10 donors do not give again!
New donor retention is even worse »
Gift acknowledgement »
1. Fast 2. Personal(ized) 3. Communicate impact
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https://bloomerang.co/blog/infographic-‐the-‐great-‐5-‐donor-‐communications-‐experiment
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https://bloomerang.co/blog/infographic-‐the-‐great-‐5-‐donor-‐communications-‐experiment
$5 experiment »• 48/50 email receipts • 17/50 snail mail letters • 3/50 hand written notes • 0/50 phone calls (19 asked for phone #s) • 0/50 social media posts
Appreciation »
https://twitter.com/Mercetheseries/status/474366392712847360
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Appreciation »
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Appreciation »
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Appreciation »
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Appreciation »
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Volunteers are 10x more likely to donate to your charity than non-‐volunteers.
Thank.
Them.
Duh.
http://www.fidelitycharitable.org/docs/Volunteerism-‐Charitable-‐Giving-‐2009-‐Executive-‐Summary.pdf
Appreciation »
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Appreciation »
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Above average gift amount
At or below average gift amount
Appreciation -‐ do’s and don’ts »
• Make “social media” a communication preference • Get the donor/volunteer’s permission ‣ shouldn’t be a big deal with businesses
• Make it visual! • Don’t forget the CTA (call-‐to-‐action) • Track donor’s social media accounts in database ‣ ask for their Twitter @username on donation form ‣ let them know offline you’ll be posting ‣ tag/include them in the post
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Advocacy
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• Survey of 250 nonprofits • Asked to rate 32 drivers by importance to them
Key drivers of donor commitment »
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Key drivers of donor commitment »1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives timely a thank you. 4. Donor receives opportunities to make his or her views known. 5. Donor is given the feeling that he or she is part of an important cause. 6. Donor feels his or her involvement is appreciated. 7. Donor receives information showing who is being helped.
@StevenShattuck
Key drivers of donor commitment »1. Donor perceives your organization to be effective in trying to achieve its mission. 2. Donor knows what to expect from your organization with each interaction. 3. Donor receives timely a thank you. 4. Donor receives opportunities to make his or her views known. 5. Donor is given the feeling that he or she is part of an important cause. 6. Donor feels his or her involvement is appreciated. 7. Donor receives information showing who is being helped.
Advocacy »
• Educate about your cause
‣ new research/data ‣ helpful tips/guides ‣ op eds
• Blogging is best • Your content and others’ content
‣ delivered via social media
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Why advocacy? »
• Informs • Entertains • Gives people a reason to visit your website when they wouldn’t ordinarily have one
• Increases your credibility • Establishes you as a resource/expert
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Create a topic model »
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Create a topic model »
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Advocacy »
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Advocacy »
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Advocacy »
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Advocacy »
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Advocacy -‐ do’s and don’ts »
• Get serious about blogging • Spend time researching ‣ reach out to partners
• Survey your followers ‣ ask them what they’re interested in
• Repurpose content ‣ from newsletters ‣ from brochures ‣ from annual reports ‣ from emails
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Appeals
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Appeals »
• Don’t be afraid to ask for help! ‣ donations/volunteers needed ‣ be creative/visual ‣ be specific ‣ no more than 1/3rd of postings (to start)
• Involve others! ‣ identify influencers ‣ create challenges ‣ ask for shares/retweets
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Appeals »
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Appeals »
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Appeals »
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Appeals »
http://socialmediatoday.com/sashattuck/2431046/how-‐college-‐used-‐social-‐media-‐raise-‐465k-‐one-‐day
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Appeals »
http://socialmediatoday.com/sashattuck/2053261/how-‐nonprofit-‐raised-‐41k-‐twitter-‐24-‐hours-‐without-‐trying
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A few final tips
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Don’t do it alone »
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Don’t do it alone »
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2,594
Don’t do it alone »
1,984 176 441,451
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2,594
http://socialmediatoday.com/sashattuck/2451946/1-‐social-‐media-‐marketing-‐mistake-‐nonprofits-‐make
Don’t do it alone »
• Corporate account • Employees
‣ Executive Director ‣ Development Director
‣ Communications Director • Volunteers • Board members • Donors • Vendors
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Measurement »
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Measurement »
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• Facebook Insights • Twitter Analytics ‣ https://analytics.twitter.com
• YouTube Analytics ‣ https://www.youtube.com/analytics
• Google Analytics
Measurement -‐ KPIs »
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• Engagement Metrics ‣ Likes/Favorites
‣ Shares/Retweets
‣ Comments
• Conversion Metrics ‣ Referral traffic
‣ Form completions via referral
https://bloomerang.co/resources/downloadables/social-‐media-‐performance-‐scorecard
• Trailing Indicators ‣ Search engine rankings
‣ Email list size
‣ Follower count
Tactics that work »
• You don’t get what you don’t ask for ‣ ask for likes ‣ ask for comments ‣ ask for shares ‣ ask for RTs
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Tactics that work »
• You don’t get what you don’t ask for ‣ ask for likes ‣ ask for comments ‣ ask for shares ‣ ask for RTs
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Tactics that work »
• Be visual!
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Tactics that work »
• Be visual!
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Tactics that work »• Don’t cross the streams!
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Keys to success »
• Balance: avoid too much self-‐promotion • Visual: photos/videos perform very well • Be personal: address people individually • Ask: for social media as a communication preference • Track: supporter social media accounts in your database • Teamwork: get your employees to create/share content • Measure and adjust: don’t post what hasn’t worked!
@StevenShattuck
https://bloomerang.co/resources/downloadables/social-‐media-‐strategy-‐template
Free educational resources »
@StevenShattuck
https://bloomerang.co/resources/
•Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-‐Up •Bloomerang TV
