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Social Media Strategies for Non-Prof its Current360, @insidecurrent Angela Trumbaturi, @atrumb Current360, @insidecurrent
| Date post: | 17-Jul-2015 |
| Category: |
Marketing |
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Social Media Strategies
for Non-Profits
!!!Current360, @insidecurrent Angela Trumbaturi, @atrumb Current360, @insidecurrent
@insidecurrent @atrumb
@insidecurrent
a few questions for you
Social Media Audit
Take network inventory !
Look at profiles & messaging !
Take inventory of & evaluate content !
Promoted content, ads !
Policies !
Administrators
@insidecurrent
Social Media Audit
Determine which networks your target audience(s) are using
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How your social media presence compares to others (strategic selection)
!
Assess current use & how it is working for you
@insidecurrent
Social Media Audit
@insidecurrent
Social Media Audit
@insidecurrent
Social Media Audit
@insidecurrent
Social Media Audit
Provides a clear picture of every social account representing your organization
& purposes they serve !
Will help set goals & objectives
@insidecurrent
Goals & Objectives
What do you hope to achieve? !
Align with your broader marketing strategy !
Use insights from audit !
!
@insidecurrent
Goals & Objectives
Only use networks to best meet your goals !
Things to consider: Where are your supporters?
Ask or survey your constituency. Don’t get caught up in shiny new object
syndrome.
@insidecurrent
Goals & Objectives
@insidecurrent
Goals & Objectives!
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Not on social network? Build with broader goals & audience
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Existing account? Refine & update
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@insidecurrent
Goals & Objectives
Create a one-sentence statement for each social network:
!!
”We will use Twitter to connect with Louisville influencers and develop new
relationships.”
@insidecurrent
Goals & Objectives
!
SMART: Specific, Measurable, Attainable,
Relevant & Time-bound !
Start with 3-5 SMART goals !
@insidecurrent
Goals & Objectives!!!!!!!!!!
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“On Facebook we will share photos to showcase the impact of our annual giving campaign. We will do this by
posting 2 photos a week & aim to achieve 20 likes, 10 comments & 5 shares each”
!
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!@insidecurrent
Goals & Objectives!!!!!!!!!
Possibilities: Increased email sign ups
Increased event participation New volunteer sign ups
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@insidecurrent
Goals & Objectives!!!!!!!!!!!
Strategically react when efforts are not meeting expectations
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Provides means of gauging success & proving worth
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@insidecurrent
Content Plan
@insidecurrent
Plan content creation & curation !
Should answer: Type(s) of content Target audience(s) Promoted content
Who will create content?
Frequency
@insidecurrent
Content
@insidecurrent
Consider unique visual storytelling !
80/20 rule - modify to your goals but keep things interesting
!
Use social good specific dates/hashtags as part of your regular content strategy
Content
@insidecurrent
Create great content that your community will want to
share with others
Editorial Calendar
@insidecurrent
!
!
Create in advance !
Dates & times !
Fill out with content !
Additional needs (images etc) !
!
Editorial Calendar
@insidecurrent
Editorial Calendar
@insidecurrent
!
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Make sure your calendar reflects the objectives you’ve assigned
to each social profile !
Editorial Calendar
@insidecurrent
!
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Create a calendar for 2-3 months !
Schedule messaging one week at a time to allow for changes
!
Authenticity vs. Automation
Why advance?
@insidecurrent
!!!!!!!!!!!
Allows time to think of goals, language & format
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Be spontaneous with engagement & listening - which can lead to other ideas
!
Jump on trends that make sense !
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Why advance?
@insidecurrent
!!!!!!!!!!!
Listen to what people are saying – what moves them?
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What are they sharing & retweeting? !
Listen to what other organizations are posting – performing well or falling flat?
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Engagement
@insidecurrent
!!!!!!!!!!!
Don’t be afraid to ask for handles etc. !
Include social as an option when you request communication preferences
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Create Twitter lists of organizations, cause influencers, local media & donors
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Blogs Message Boards Facebook Pages
Twitter Searches LinkedIn Groups
Instagram Hashtags
@insidecurrent
Social Insights: Conversations
Online conversations leave a permanent trail that allows us to explore consumers’ worlds in constantly changing ways
Content Possibilities
Donor appreciation? Donor of the month (employees, volunteers etc)
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Advocacy: raise awareness & education !
Related topics + sharing is caring !
Fundraising: appeals (watch frequency)
@insidecurrent
Content Generation
@insidecurrent
!
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!
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Look at examples to get wheels turning & hopefully spark your next idea
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Paid Support
@insidecurrent
Facebook Possibilites
@insidecurrent
Facebook Advertising
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Custom audiences: target an existing audience (email, phone)
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Connections: Include or exclude your own fans !
Filter for demo & behaviors: education, work, financial, home, market segments, charitable
contributions, politics, life events & more
@insidecurrent
@insidecurrent
Facebook: Ads
Most online advertising reaches only 38% of its intended audience.
!
Facebook’s average is 89% !
*Nielsen
@insidecurrent
Facebook: Goals
News Feed Right Hand
Mobile vs. Desktop Audience Network
Boosted Posts
Facebook: CTA
@insidecurrent
Great for events !
“Learn more” !
@insidecurrent
Facebook: Website Custom Audiences
@insidecurrent
Facebook: Lookalike Audiences
Pages, Custom Audience (web custom audience) or conversion pixel
If you monitor the performance of your ads diligently, you can limit waste & focus budget
on what is most effective. !
Your results will differ depending on the audience & placement of your ads.
Facebook: Reporting
@insidecurrent
Facebook: Reporting
@insidecurrent
@insidecurrent
Twitter: Insights
@insidecurrent
@insidecurrent
Twitter: Targeting
@insidecurrent
Twitter: Remarketing
Twitter Cards
@insidecurrent
@insidecurrent
Sponsored Posts !
Ad Network
@insidecurrent
Constantly test
Track with URL shorteners
Page visits
Ask how you’re doing on social media
Test & Evaluate
@insidecurrent
!!!!
The most important thing to understand about your social media plan is that it will
be constantly changing
Test & Evaluate
@insidecurrent
• Social media campaigns require assessing different metrics
• ROI isn’t everything; that doesn’t mean you can’t measure
• To reduce the impact of social to a revenue number fails to account for the significant value it delivers
• Remember: social delivers across the entire lifecycle of relationships
• It’s a marathon, not a sprint.
Measuring Success
@insidecurrent
• Like communicating with stakeholders
• Tech-savvy
• Creative
• Have their finger on the pulse of the latest news
• Well-connected & enthusiastic
• Think through a social media lens
• Have the time to devote !!!!
Social Team
@insidecurrent
