Social Media For The
Smart Nonprofit
Brian Raines
Calvert Design Group, Inc.
www.calvertdesigngroup.com
410-231-4664
http://about.me/brianraines
Social Media
“Interactions among people in which they create, share, and exchange information
and ideas in virtual communities and networks” Wikipedia
Defined by the creation and exchange of user-generated content, thoughts, & ideas
Has introduced substantial changes to communication between organizations,
communities, and individuals
Classifications
• Social Network (Facebook)
• Blogs/Microblog (Twitter)
• Content Community (YouTube)
• Collaborative (Wikipedia)
• Virtual Gaming (World of Warcraft)
• Virtual Social Worlds (Second Life)
Social Media Marketing
Form of internet marketing that implements various social media networks in order to
achieve marketing communication and branding goals
•
Have a plan and goals!
1. What are you hoping to achieve through social media marketing?
2. Who is your target audience?
3. Where would your target audience hang out and how would they use social
media?
4. What message do you want to send to your audience with social media
marketing?
• Social media marketing can help with a number of goals, such as:
1. Website traffic
2. Conversions
3. Brand awareness
4. Creating a brand identity and positive brand association
5. Communication and interaction with key audiences
6. More defined by you specific to your business
Topics for Today
• Why Social Media is important for my nonprofit
• Know your platforms
• What does the term “social care” mean to my nonprofit
• How to measure results
The Numbers Don’t Lie…
• Social networks DOMINATE Internet usage
• 20% of PC time and
• 30% of mobile time
• People aged 25-34 are most likely to use
social media in the office, with over half
saying they do so
• 30% of Twitter users have an income of more
than $100,000
• 60 percent of all U.S. seniors (those 65 and
older) are online. And of those, about half -49 percent -- are using Facebook
• Over 5 million images are uploaded every
day on Instagram
Investment in Social Media Will Become
a Necessity, Not a Luxury
The tipping point from ‘should have’ to ‘must have’ will occur in 2014.
There is a need to integrate social media efforts with content strategy,
leading to an impact in terms of lead generation, referral traffic, and
revenue.
Increase in hiring social media strategists or full-time social media
managers.
Social Media Goals for the Smart
Nonprofit
•
•
•
•
•
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New Followers
Grow Membership
Increase Donations
Newsletter Subscriptions
Increase Event Registration
Get Grant Money
Know Your Platforms!
Facebook
Twitter
Google+
LinkedIn
Pinterest
Yelp
Vine
Reddit
Instagram
Facebook
Casual, friendly environment requires an active social media
marketing strategy
Begins with creating a Facebook Business Fan Page
Social media marketing for business pages revolves around
furthering your conversation with audiences by posting
industry-related articles, images, videos, etc
Is a place people go to relax and chat with friends, so keep
your tone light and friendly
Explore the use of the a new feature - #hashtags to create
“buzz” about a product, event, special interest, etc.
Google+
Facebook competitor with the same fun, casual atmosphere.
Upload and share photos, videos, links, and view all your +1s.
Google uses Authorship to create a visual tie between you and the content you
publish.
The enhanced search result listings help readers identify your content at a glance
and help you build authority and influence.
Google+ is quickly gaining steam, and in fact, now has the second highest number
of monthly users (343 million).
An integral part of Google’s SEO, social signals and providing a more personalized
search experience. This is especially apparent with the importance of Google
Authorship, which I believe will be one of the key components to Google’s search
ranking algorithm by the end of 2014.
Twitter
Broadcast your updates across the web
Follow tweeters in your industry or related fields to gain a steady stream of
followers in return
Mix up your official-related tweets about events, specials, discounts, and news
updates with some fun and quirky tweets
Be sure to retweet when a supporter has something nice to say about you, and
don’t forget answer people’s questions when possible.
Using Twitter as a social media marketing tool revolves around dialog and
communication, so be sure to interact as much as possible
LinkedIn
LinkedIn Will Continue It’s Rise as a Major Player for B2B Business Growth
LinkedIn Groups is a great venue for entering into a professional dialog with
people in similar industries and provides a place to share content with likeminded individuals
Encourage customers or clients to give your nonprofit a recommendation on
your LinkedIn profile
Recommendations makes you appear more credible and reliable
Image-Centric & Micro Video Networks
Image-Centric & Micro Video Networks Will See Huge Success
We’ve seen a consistent trend in 2013 toward sharing through image and video,
rather than text-based content.
Visual content will increasingly become a critical piece of any solid content strategy.
YouTube
Number one place for delivering video content
Many try to create video content with the aim of having their video “go viral,” but
in reality those chances are pretty slim.
Instead, focus on creating useful, instructive “how-to” videos, event preparation
and post event wrap up.
These videos also have the added benefit of ranking on the video search results of
Google
YouTube is one of the most highly searched websites
Setting up a YouTube Channel is a great way to engage your prospects and
establish your authority on a subject
Pinterest
One of the latest in social media marketing trends.
Pinterest’s is an image-centered platform that is ideal for retail, but anyone can
benefit from using Pinterest for social media purposes
Pinterest allows you to showcase your product offerings, events, and activities
while also developing your brand’s personality with some unique pinboards
Current user base at 70 million, but while Facebook users are looking to interact
with friends Pinterest users are building collections of images focused on activities
and products that interest them.
As these “pins” are shared the opportunity for a viral image is large – all containing
links to back to your website.
Instagram
Instagram is the popular app known for the cool pictures
you can take with it. But there’s a lot more to Instagram than meets the eye. Once
you get past the cool pictures, you’ll see just how influential it can be for your
nonprofit.
1. Provides a personal touch to your brand
2. Attracts a new demographic
3. Increase market reach with new followers dedicated to the platform
Pictures and video tell stories and if used properly, can drive engagement.
Instagram can be a powerful channel that allows you to show customers the
personal side of your business, connect with new prospects, and network to create
meaningful relationships.
Vine
Vine is a Twitter-owned mobile/social video app released in January 2013 for
iPhones and in June 2013 for Android devices.
Using Vine, you can shoot videos on your smartphone up to six seconds long. You
can share them with other Vine app users as well as post them to your Facebook
and Twitter accounts.
Same benefits as Instagram with regard to showing the personal side of your
nonprofit, connecting with new prospects, and networking to create meaningful
relationships.
Long term engagement is the key.
Yelp
Social media platforms like Yelp and Foursquare are great for brick and mortar
businesses looking to implement local mobile social marketing
Yelp is an online guide that helps people find places to eat, shop, drink, relax and
play, based on the informed opinions of locals in the know.
Yelp is focused on finding, reviewing and talking about what's great — and not so
great — in your world.
Register on these sites to claim your location spot, and then consider extra
incentives such as check-in rewards or special discounts.
Remember, these visitors will have their phones in hand so they will have access to
providing reviews which could hurt or significantly aid your users.
Reddit
For Advanced Users…
Reddit, or similar social media platforms such as Stumble Upon or Digg, are ideal for
sharing compelling content.
With over 2 billion page views a month, Reddit has incredible social media marketing
potential, but marketers should be WARNED that only truly unique, interesting
content will be welcomed.
Posting on Reddit is playing with fire—submit spammy or overtly sales-focused
content and your nonprofit could get berated by this extremely tech-savvy
community.
If you have content you believe the Reddit community (majority is young, geeky,
liberal, and internet-obsessed) would enjoy, you could reap tremendous benefits and
earn valuable traffic.
Shocker – MySpace is BACK!
Myspace has rebranded itself as a social entertainment network—connecting the
Gen Y audience to their favorite music, celebrities, TV, movies and games
With their radical makeover and re-branding efforts earlier this year, MySpace
appears to be getting its second wind.
Offering an iPhone app that allows users to network, receive private messages, and
listen to their own personalized radio station, MySpace seems to be on track for
growth in 2014.
I don’t see MySpace ever again competing in the same space as Facebook or Twitter,
but it will be interesting to see how the network grows among bands and musiclovers.
Watch and see what happens…
Where to Start…
My recommendations for an entry level path to success with social media marketing
would include tactics centered around:
• Facebook
• Business Page (not profile)
• Quality cover photo
• Regular posts with your goals in mind (increase LIKEs, drive website traffic)
• Engage fans and be responsive – don’t post, engage!
• Twitter
• Find and follow industry leaders
• Engage your followers with unique content and news related to your space
• Establish your authority
• Retweet frequently things that are relevant
• LinkedIn
• Build both a personal brand AND a business presence
• Participate in groups and engage
Make Sharing Content Easy
Social Care
Customer care online is more important than ever
• 47% of social media users engage in ‘social care’, meaning that customer service via
social media is imperative for brands
• One in three social media users prefer social care to a phone contact
• Facebook is the most common platform used to seek out contact
Approximately 46% of online users count on social media when making a purchase
decision.
How to Measure Success - Channels
Marketing Reach by Channel
-
Facebook likes
Twitter followers
YouTube Channel subscribers
Linkedin company page followers & group members
Email Newsletter subscriptions (open rates)
Pinterest followers
Measure Total Marketing Reach
- The total number of people you can reach across all your
networks
- MoM (month-over-month) is a good measure but can be
volatile depending upon the impact of one time events
How to Measure Success - Channels
Publish a thorough and quantitative monthly report on your
social media marketing impact.
How to Measure Success - Website
Visit Trends
Top Keywords
-
- Branded vs. Non-branded keywords
weekly, monthly, and yearly
Engagement Trends
Top Content
- Page visits & time on site
- Does it match content promoted
through social platforms
Traffic Sources
- Search engines & referring sites
- LOOK for social media referrals
Keys to SMM Success for Your
Nonprofit
1. Pick the Right Social Networks
2. Find an ‘expert’ to help you
3. Prepare to lose control
4. Know who is already pretending to be you
5. Make a good first impression
6. Post quality content with viral potential
7. Find your supporters already using social media
8. Communicate frequently
9. Devote staff time to social media
10.Activate your followers
11. Invest in the future
Calvert Design Group
Professionally designed, fully customized websites –
only $995 (one time)
Website management starting at only $49.95 a month
Available for social media marketing consultation and
training tailored to your organization – let us help you
build a roadmap to online success
http://calvertdesigngroup.com
410-231-4664
brian@calvertdesigngroup.com
Extra Tips & Ideas
Behind-The-Scenes Footage
Pictures & video can show how your volunteers and
staff work towards your organizations goals.
This helps build a personal relationship with your
followers.
Extra Tips & Ideas
Share Your History
Dig into the archives and grab some photos!
Engages your fans and shows how dedicated your
organization is to your cause.
Extra Tips & Ideas
Link to Your Press Coverage
Your social media platforms should always be the top
resource for supporters for news about your
organization.
Extra Tips & Ideas
Share Successes
Good news is a great way to grow a social media fan
base – it is the stuff people love to share!
Extra Tips & Ideas
Share Feedback
Sharing responses from people who have benefited
from your organizations services serves to promote
those services to others.
Extra Tips & Ideas
Tagging Partners
When you share and tag the Facebook page of
another nonprofit in your field you expand the reach
of both organizations.
Extra Tips & Ideas
Use a Facebook Cover Photo Wisely
Make sure your cover photo shows off your cause.
Share all the work your nonprofit does.
Extra Tips & Ideas
Post Testimonials
Sharing testimonials can show your members and
followers what your organization is helping people
achieve.
Extra Tips & Ideas
Event Photos
Every event is an opportunity to share your activities –
whether cleaning up a river bank or participating in a
conference. Visually share!
Extra Tips & Ideas
Ask for comments and input
Does just post, engage! Ask your followers for their
input, comments, thoughts, and ideas.
Extra Tips & Ideas
Share your expertise
You know your subject. Your members and volunteers
depend upon that expertise and sharing it can help
make people passionate about the cause.
Extra Tips & Ideas
Share your awards
Fans appreciate the success of your organization and
sharing it builds a tighter community and increases
engagement.