How to Build and Manage an
Effective Social Media Campaign
Richard K. Nongard
Bakke Graduate University
Bakke Graduate University
Dr. Brad Smith, President
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An accredited graduate school of ministry
School of Business
School of Urban Theology
Global student population
Regional mentors and city immersion projects
on four continents and partnerships with
ministries and programs throughout the world
Welcome
Richard Nongard, Doctoral Candidate at BGU
• Family Therapist in Private Practice
• Author of several counseling textbooks
• Provider of online continuing education courses
• 5 Million YouTube hits
• Thousands of Facebook group participants
• Social Media pages reaching ¼ Million each week
• SEO Strategist with top international and regional
Google results
What is Social Media?
Social media is the portal for interaction among
people in which they create, share, and
exchange information and ideas in virtual
communities and networks.
“A group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user generated
content.” (Kaplan & Haenlein 2010)
Defining Social Media
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It is interactive
It is instant
It is personal
It is collective
It is conversations
It is recommendations
It is likes and dislikes
It is accessible
It is global
It is useable
It’s user generated
Examples of Social Media
Facebook
Twitter
Linked-In
Pinterest
Google+
Reddit
Flikr
Tumblr
Instagram
Wordpress Blogs
Ning
DeviantART
WoW (MMORPG)
Second Life
MySpace
BlackPlanet
CafeMOM
DegreeInfo
Yelp!
Who is using social media?
Worldwide Trends
• Fastest growing segment of users 45-54 year
olders
• 22% use social networking daily
• Facebook has a 47% impact on purchase
behavior
• Following “brands” has increased 106% from
2010-2012
• 76% of tweeters post status updates
Urban Communities are the Most
Connected
• 50% of all city dwellers connect daily to the internet
using phones
• City dwellers access social media from a phone 4 times
per day
• 40% of city dwellers own iPhone or android (2011)
• 60% of all internet smartphone traffic is generated in
urban areas
• 680 out of 1 billion Facebook users are accessing on a
mobile device
http://www.slideshare.net/EricssonSlides/cities-will-drive-traffic-growth-june-5-for-publishing-1-13232513
Social Media in the Philippines
• 86 Million Cellphones in a population of just
under 100 million people – most with internet
capabilities
• 67% of digital consumers in P.I. use social media
as a primary means of communication (AGB
Nielsen)
• 52% of Philippine homes have high speed
internet access in some form
• Highest rate of social media use
http://www.mediameasurement.com/un-enlists-social-media-experts-to-help-eradicate-poverty/
African Social Media
• 400 Million cellphone subscribers (larger than
North America)
• “A bank in every pocket” “Better health at the
click of a button”
• Facebook: Most visited website in Africa
http://www.un.org/africarenewal/magazine/december-2010/social-media-boom-begins-africa
What does this tell us?
• Social media is a global worldwide phenomena
adapted in virtually every corner of the world
• Social media is a revolutionary in communication as
radio, TV, the telegraph, telephone or any other
communication tool
• If you want to reach people with your message – you
can do it online
• Global branding can be created from anywhere
• Localization of messages can be as large or small as
desired.
• The engagement of social media users influences
decisions and action
What has been accomplished through
Social Media?
• Twitter revolutions in Egypt and Moldova
• Social media helps homeless people find housing
at Invisible People
• Churches like LifeChurch.tv and others are using
social media to reach communities
• Community organizations connect resources and
fundraise
• Local businesses attract customers
• National brands develop loyalty
The Goal of Social Media
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Its not just hits, likes and bookmarks
It is about connecting to others
Creating synergy
Sharing beyond borders or traditional networks
Meeting new people
Fundraising/Sales
Increase local participation
Building something of value
Three Keys to Success
Culture
Community
Identity
The Starting Point
1.) Assess your current internet footprint- This is
your identity. Search for yourself or your
organization in all search engines and social media
platforms.
2.) Reputation Management – Your first priority is
cleaning up derogatory information and removing
social media comments that are not helpful to you.
In many cases, information cannot be removed
from websites you do not control. In this case the
strategy is to create pages with higher search
engine ranking
Social Media Strategy
• 3.) Announce to the organization – Members and current
customers should be notified to expect changes in the way
social media will be used. Some will be enthused and
supportive, others will be unhappy. Try to communicate
the rationale behind these coming changes.
• 4.) Attempt to elicit support – Organizational leadership
must back the project. Social media will become the public
face of the organization. Even the smallest opposition can
stifle a robust program if key leadership is not on board.
Keep them appraised of both the positive and negative
feedback you receive. Act instantly on negative feedback.
• 5.) Develop a written social media policy- It is very
important that this policy address copyright complaint
procedures.
Creating a strategy
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6.) Start with the big fish – Facebook, YouTube and Twitter. Create accounts, fan
pages, groups and start creating video content which can then be shared access
platforms. Your main webpage should have links to your social media pages.
7.) Smaller social media platforms – Begin with those that are most useful to your
product or service. For example, if you sell cookbooks Pinterest would be the
obvious choice, but less so for a therapist in private practice. For a therapist or
trainer, Linked-in might be an ideal platform, less so for a local donut shop.
8.) Identify keywords related – What are people actually search for? People need
to find your business. Begin SEO (Search Engine Optimization) for these keywords.
This can be done with URL’s within your webpage, external webpages, press
release links, and many other ways.
9.) Use blogs - To build relationships, maximize keywords, and appear active and
to offer something of value.
10.) Use strategic press releases – They create a digital footprint, can be keyword
linked, might be picked up by local press, and can be useful in creating identity.
Facebook Marketing
Culture: The most active social network
A culture of “infotainment”
Community: Three places to build
relationships.
1.) Your “wall”
2.) Fan/Like Pages
3.) Groups
Identity: Ranks high in search engine
results, people use Facebook for search
Culture of Facebook
The Wall:
This is for personal messages only. Commercial messages were received well by 1% of
survey respondents.
The wall is for personal communication. Sharing your business will not be well
received. The wall is for exposing yourself, so people feel a personal connection to
you. People buy services from people. Be a person. Use your social capital wisely by
being yourself. If you share something that is not personal, it needs to be short and
funny or actually thought provoking and intelligent.
Messaging: Use messaging to be available to potential clients and let them contact
you on Facebook.
Preferences:
84% had a preference to use Facebook for family and friends or personal
communication (49%). Humor rated 47%. 26% sought a relief from stress.
What people do not like on Facebook
A summary of survey respondents revealed, they are less
interested in a link to another page or a typed status update.
They prefer picture and video posts.
Politics, resources and causes were the least popular
categories of preferred Facebook uses.
People also 38% also indicated they did not want to read a
long post that required clicking to view more.
Summary: If it not directly related to family and friends, it
better be short, funny, inspirational and have a picture.
Create a Group
• Groups let you create communities centered
around a topic or organization
• Groups allow event invites – this gives you two
contacts with all members.
• Events can be actual events, promotions or
anything that engages users.
• Groups also allow files an sharing and in-depth
collaboration
• Great place to share event photos
• Privacy is a great advantage of groups
Marketing in Groups
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Create a group for local healthy lifestyles
Create a group based on common interest
Create a group for community action
Create a group based on goals
Create a group of elites
Create a group of volunteers
Use the EVENTS for response marketing NOT the
group wall
Facebook Fan Page
• The purpose of this page is exposure and it
will rank high in Google results
• The advantage is the ability to connect to lots
of people outside your traditional network
• It is not ideal for discussion or conversation
• It is to build awareness
• It can be a tool for customer service through
messaging
What is the potential?
Bakke from 40-28,000
One Million in a month
It’s about what people want
Facebook Ads
• To promote a new page 50-100 likes
• To promote an important post nobody would
otherwise see or read.
• No other Facebook ads
Community through Moderation
• Creating community required moderation. An
un-moderated page is like a neighborhood
with boarded up abandoned homes.
• Argument should simply be deleted. Nobody
will win and nobody wants to read it.
• Ban users that are “trolls” even if they are
interesting or even right, it is not helpful.
• The purpose of the page is what you have
established. You set the guidelines stick to it.
Argument Meme
Moderation
• Identify your off-limits topics. Delete them
instantly with a note to the writer.
• Second offence, delete and ban
• Give authority to your moderators to make
these decisions, and back them in the grey
areas.
• Delete commercial messages from anyone
other than you.
Moderation examples
How to Handle a Complaint
YouTube
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2nd largest search engine in the world
4 Billion videos viewed each day
YouTube mobile 600 million daily hits
500 Years of YT video are shared on FB daily
700 YT videos are shared on twitter each minute
30% USA 70% Worldwide
PSY is the most popular video of all time
½ a billion people have watched Charlie bite a finger
5 Million have watched Richard Nongard on YT
1 Million views on a single relaxation video I posted
YouTube Marketing
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Develop your channel theme with graphics
Link to your website
Hypertext all video – never miss this
Create keyword rich descriptions
Keyword tags
Create content based on keywords
Create regional titles
Use YouTube to advance Google results
How to
increase this
over 1500% in
5 months?
See the next
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How did we do that?
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Added new video
Created keyword related tags
On page video
Keyword tags
Share on FB and Twitter
Specifically here is what we did:
We added content people want
633,533 Hits
Other YouTube Advice
• Create a theme with graphic design to
promote your channel
• Video EVERYTHING (Events and Testimonials)
• Do NOT post songs or copyrighted video
• Disable pre-video ads
YouTube Improves Google Results
Yelp and Google Reviews
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High search engine rank
Positive reviews show action and life
Easy to get from existing customers
People searching reviews are active buyers,
ready to make a decision
BGU Google Results
Psychology of Social Media
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People want to be wanted
Likes serve as validation on a personal level
Involvement comes from asking
Relationships are developed by engaging
people
• Ask questions to get engagement (T.D.S.)
• Groups influence decision making
Keywords
• Keywords are an important part of your
overall strategy. You must know what people
are searching for.
• They are probably NOT searching for you.
• But you want them to find YOU.
• How?
• Keywords….