Post on 30-Jul-2015
transcript
Social Media for Non-Profits
Gloria Bell Bell Digital Strategies
Social is Not a Strategy
Determine your
objectives
Create a strategy
Determine the best tactics• social media
may be one of them
Elements of a Social Media Plan
What are you trying to achieve? / Objectives
Who are you trying to reach? / Demographics
What approach are you going to use? / Strategy
Specifics on how you will achieve the objectives? / Tactics
What defines success? / Measurement – how & what?
How will you implement the plan? / Management
Objectives
Why social? Why are you considering social?
What are you trying to achieve? VolunteersDonorsOutreach to potential clientsAwareness / supportersEducation Calls to action
Demographics
Demographics Percentage of Internet Users
Facebook 71%Twitter 23%Instagram 26%Pinterest 28% LinkedIn 28%
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
176%
Strategy
High Level View What is your current marketing strategy?
How does social fit in with existing or planned marketing?
What social elements can be added to enhance current efforts? How can it help amplify existing messaging?
How can social help meet objectives?
What tactics will you use?
How will you measure results?
How will you maintain the plan?
Before you get started
Realistic assessment of available resources Time People Content
Determine your voice?
What is acceptable content?
Tactics
What platform(s) are you going to use?
How do you decide?
How will you get the attention of your audience?
What types of content? Where will you get it? What is your messaging?
Which one…
Things to consider Where is your audience?
What gets their attention?
What kind of content can you most regularly create? - text, audio, video, photos?
What types of calls to action will you need?
What is important to the audience you are trying to reach
Can you fill a need?
How can you add value?
These answers will help determine what platform makes the most sense for your needs.
Visual
YouTube
Flickr
Text
Blog
Multi-media Twitter Facebook Google+
Location
Foursquare
Swarm
Review
Yelp
Audio Podcasting
Pros & Cons Pros Cons
Facebook Large user base Poor organic reach
Twitter Cross between broadcast medium & communication platform
Requires time to build a following
YouTube Audience skews younger
Time & effort to produce or collect videos
Instagram Fastest growing visual platform
Requires regular postings to gain traction
Pinterest “Addictive” visual inspiration
Time & effort to pin
Google+ Google product integration
Adoption has been slow
Keys Compelling stories told as visually
as possible
All efforts should direct back to a location you own – Your donation site, signup site or your website
Most, not all, of your content should include relevant calls to action
Always… Be collecting content
Be relevant to your audience
Be posting – Consistency
Be listening /monitoring / measuring
Be asking – build your audience with lots of little asks before making big ones
Be cross-posting
Be promoting your social media efforts offline
Content sources Articles, etc… you are already reading
Your own archives
Your staff, volunteers, supporters, clients
Your community
Events
Industry news
Partners
Measurement Monitoring & Listening
Measurement What are you measuring?
Why are you measuring it?
What objective does it directly relate to?
What will be your measurement process?
Where will you obtain the data?
What defines success?
Things to track / measure Activities – what did you do & when
Social data – follower counts, impressions, etc…
Web data – analytics, visitor counts, click-thrus
Transactions – donations, volunteers
Other metrics relevant to your efforts
Compare Overlay the data
Graphs are your friend
Compare the data to see what activities had what impact – positive, negative & neutral
Monitoring / Listening Have a clear list of what you are listening for
Brand mentions Staff / executive mentions Industry news / mentions Competitor mentions or news Relevant topic/subject matter keywordsPotential sources of content
Schedules
What is your action plan based on what you hear?
Budget Friendly Toolsfor monitoring, measurement &
management
Hootsuite
Mention
Buffer
Sprout Social
Google Analytics
Twitter / Facebook / YouTube / Pinterest analytics
Management
Management Who is going to manage your social media?
Search for existing communities on the platform(s) you choose
Consistency & Timing
Content 80/20 rule – 80% not about you / 20% promotion or
80% images / 20% text Encourage internal involvement
Best Practices
How to Get Followers “Good” content
Quality over quantity
Seek out people you can help
Engage
Chats
Targeted campaigns
Ask / Encourage sharing
Be Human / Have a personality
Build relationships
Timing
Be search engine friendly
Always be encouraging engagement / conversation
Use calls to action but don’t inundate people with them
Let the data drive your efforts – Be ready to shift
Always make sharing easy
Content in Context