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1
Bes
t Pra
ctic
es in
Mer
ging
Soc
ial M
edia
and
Non
prof
it M
arke
ting
AF
P-N
Y W
estc
hest
er
Nat
iona
l Phi
lant
hrop
y D
ay, N
ov. 7
, 201
4
Pre
sent
ers:
Mar
c W
. Hal
pert
, con
nect
2col
labo
rate
@
mar
chal
pert
Mar
ia S
empl
e, T
he P
rosp
ect F
inde
r LL
C
@m
aria
sem
ple
Co
nta
ctin
g U
s
Na
me
Co
nta
ct I
nfo
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ria
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mp
lew
ww
.lin
ked
in.c
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sem
ple
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fin
de
r.co
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90
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33
ww
w.T
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spe
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er.
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rc H
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n/m
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73
-08
75
ww
w.c
on
ne
ct2
coll
ab
ora
te.c
om
@m
arc
ha
lpe
rt
Why
use
soc
ial m
edia
?
Your
com
petit
ors
are
soci
al
Non
prof
it
93%
Sou
rce:
Non
prof
it S
ocia
l N
etw
orki
ng B
ench
mar
k R
epor
t
86%
B2C
Sou
rce:
Ube
rflip
87%
B2B
Sou
rce:
Cle
arpo
int A
genc
y
Why
use
soc
ial m
edia
?
It in
fluen
ces
deci
sion
s
68%
Sou
rce:
MD
G A
dver
tisin
g
lear
n m
ore
abou
t a
char
ity if
they
se
e a
frie
nd
post
ing
abou
t it
5
Em
ail +
Soc
ial
Em
ail &
Soc
ial
You
have
to u
se b
oth
Driv
e tr
affic
bac
k to
you
r lis
t, em
ail,
etc.
..
Am
plify
you
r em
ail
6
Em
ail
Rep
urpo
se &
Reu
se
7
Top
6 so
cial
net
wor
ks
Whi
ch s
ocia
l med
ia?
The
top
netw
orks
Fac
eboo
k
Pin
tere
st
Twitt
erLi
nked
In
Goo
gle+
Inst
agra
m
Low
vol
ume/
high
val
ue
Min
imum
: 3 X
per
wee
k
Max
imum
: 10
X p
er w
eek
Qua
lity
vs. q
uant
ity
8
Fac
eboo
k
Fac
eboo
k co
nten
t
Hig
h vo
lum
e/lo
w v
alue
Min
imum
: 5 X
per
day
Max
imum
: non
e
Qua
ntity
is k
ey
9
Twitt
er
Twitt
er c
onte
nt
Low
vol
ume/
high
val
ue
Min
imum
: 2 X
per
wee
k
Max
imum
: 5 X
per
wee
k
Mor
e fo
rmal
and
tech
nica
l
10
Link
edIn
Link
edIn
con
tent
11
Goo
gle
uses
an
algo
rithm
You
need
to c
reat
e fr
esh
cont
ent r
egul
arly
Use
the
right
key
wor
ds
Goo
gle ♥
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gle
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gle+
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talk
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ut S
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ium
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k
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imum
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er w
eek
Key
wor
ds =
sea
rcha
bilit
y
12
Goo
gle+
Goo
gle+
con
tent
Hig
h vo
lum
e/hi
gh v
alue
Min
imum
: 5 X
per
day
Max
imum
: 10
X p
er d
ay
Qua
lity
imag
es =
impo
rtan
t
13
Pin
tere
st
Pin
tere
st c
onte
nt
14
90%
of i
nfor
mat
ion
tran
smitt
ed to
the
brai
n is
vi
sual
Pho
tos
are
liked
2X
mor
e th
an te
xt u
pdat
es
67%
say
imag
es a
re v
ery
impo
rtan
t in
sel
ectin
g an
d pu
rcha
sing
a p
rodu
ct
Pin
tere
st
Why
vis
ual c
onte
nt is
im
port
ant
Wha
t do
I say
?
Wha
t do
I say
?
Get
like
s, s
hare
s,
com
men
tsE
nter
tain
, inv
ite c
onve
rsat
ion,
ask
qu
estio
ns, i
mag
es &
vid
eo
50%
Be
usef
ul &
info
rmat
ive
Indu
stry
info
, hin
ts +
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,cu
rate
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tent
30%
Abo
ut y
our
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ness
Cal
ls to
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ion,
not
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y no
w”
20%
Cas
e S
tudy
: W
aven
y Li
feC
are
Net
wor
k (w
aven
y.or
g): 16
17
Wav
eny’
s E
mai
l Mar
ketin
g:
Bra
ndin
g co
nsis
tent
with
web
site
.
Cle
ar c
all t
o ac
tion
and
Wav
eny’
s so
cial
m
edia
icon
s.
Mob
ile R
espo
nsiv
e Te
mpl
ate
Goo
d U
se o
f Pho
tos
Onl
y on
e m
essa
ge
18
Fac
eboo
k.co
m/w
aven
ycar
enet
wor
k
19
Twitt
er.c
om/w
aven
y
20
“You
don
't ge
t to
deci
de
whi
ch d
evic
e pe
ople
use
to
acce
ss y
our
cont
ent.
Kar
en M
cGra
ne, a
utho
r of
Con
tent
Str
ateg
y fo
r M
obile
@ka
renm
cgra
ne
The
y do
.”
30%
of u
sers
UN
SU
BS
CR
IBE
from
em
ail l
ists
afte
r re
ceiv
ing
mob
ile e
mai
l th
at d
oesn
’t lo
ok g
ood.
Sou
rce:
Blu
e H
orne
t
21
29%
of A
mer
ican
s us
e O
NLY
m
obile
dev
ices
to
acce
ss
the
inte
rnet
.S
ourc
e: o
ndev
icer
esea
rch.
com
This image cannot currently be displayed.
50%
of e
mai
l is
open
ed o
n a
mob
ile d
evic
e.S
ourc
e: L
itmus
.com
Tip
1
22Wha
t to
do to
day
Avo
id
usin
g to
o m
uch
text
.
Tip
2
23Wha
t to
do to
day
Avo
id
mul
tiple
co
lum
ns.
Tip
3
24Wha
t to
do to
day
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ar a
nd
easy
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ls
to a
ctio
n
Tip
4
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t to
do to
day
Avo
id ti
ny
font
s.
Min
imum
: 22-
poin
t he
adlin
es, 1
1-po
int
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text
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rast
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int f
ont,
head
lines
don
’t st
and
out
Tip
4
26Wha
t to
do to
day
Avo
id ti
ny
font
s.
Bet
ter:
22-
poin
t he
adlin
es, 1
6-po
int
body
text
27
Tip
5U
se im
ages
car
eful
ly.
Wha
t to
do to
day
28
Nex
t Ste
ps
Tool
s to
exp
and
your
rea
chS
ocia
l med
ia b
utto
ns
29
Nex
t Ste
ps
Tool
s to
exp
and
your
rea
chS
impl
e S
hare
tool
30
Tool
s to
Man
age
Soc
ial M
edia
Hoo
tsui
teS
ocia
l Med
ia M
anag
emen
t Das
hboa
rd
Fre
e P
lan:
up
to 3
soc
ial n
etw
orks
Pro
Pla
ns s
tart
at $
9.99
per
mon
th.
Allo
ws
up to
50
soci
al n
etw
orks
Tell
th
e w
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20
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Wh
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ked
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Pa
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Qu
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