Social Media for Non-Profit Leaders

Transcription

1 Social Media for Non-Profit Leaders Linking Tools to Strategy for Impact! Katherine Cleland!

2 Why use social media? 1. INCREASE AWARENESS 2. ATTRACT NEW MEMBERS/CLIENTS/VOLUNTEERS 3. PUBLICIZE EVENTS & GOOD WORKS 4. EASILY SHARABLE 5. RECOGNIZE & RETAIN CURRENT MEMBERS 6. CREATES A CHRONOLOGICAL DIARY 7. IT S SEARCHABLE (HASH TAGS OR #) 8. IT S FAST REAL TIME 9. IT S FREE Friends tell Friends Join Like Comment Share THE NEW WORD OF MOUTH

3 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST : Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in

4 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST : Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in

5 Free, Not Cheap CAN YOU AFFORD THIS TO BE A FULL TIME JOB? NO!! SOCIAL MEDIA NEEDS TENDING, LIKE A GARDEN. ASSIGN AN OWNER, MEASURE RESULTS, LIMIT TIME HAVE A CONTENT STRATEGY KNOW WHAT YOU WANT Reuse website and newsletter content in social If you have a blog, events those can dominate Social media in a planned way Have a video and image library REQUIRE ADHERENCE TO A BRAND STRATEGY DECIDE IF YOU HAVE A BOOST BUDGET USE STRATEGICALLY CREATE A CONTENT CALENDAR USE TOOLS FOR PRODUCTIVITY (FACEBOOK SCHEDULER, HOOT SUITE, TWEET DECK)

6 Content Calendar Identify your themes, constituents, and actions, and set up a! ROTATION of posts to achieve your STATED Objectives.!! Use your Metrics to adjust and change!! Google content calendar - No one size fits all!

7 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST - THEIR JOURNEY: PLAN AND SET GOALS Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in

8 Planning Social Media WHAT YOU WANT TO ACCOMPLISH WHO YOU ARE TALKING TO THINK OF IT AS A CUSTOMER/CLIENT/DONOR JOURNEY A PATH TO YOUR ORGANIZATION LONG GAME: GET SERVICES ATTEND AN EVENT VOLUNTEER DONATE TAKE ACTION ADVOCATE

9 Social Media: Path to your OrganizaWon THINK ABOUT SOCIAL MEDIA AS A BEACON TO YOUR CLUB S WEB SITE AND MEETINGS USE SOCIAL MEDIA TO BRING PEOPLE TO YOU, ENGAGE THEM, AND CREATE BELONGING AND PRIDE Awareness What is Zonta Interest Zonta Does Good Stuff Intent I d like to check them out Trial I will go to a meeting/event Adoption I will support/join Zonta Retention Social Reinforcement In the World Online Your! Organization!

10 Set Your Goals SHORT AND LONG TERM BE SPECIFIC INCREASE FANS TO X BROADEN AWARENESS OF RANGE OF SERVICES GET ENGAGEMENT AND INPUT ON A PROGRAM INCREASE ATTENDANCE AT AN EVENT NURTURE AN INTEREST IN A CAUSE RECRUIT X VOLUNTEERS FOR Y RESOURCES: SOCIAL MEDIA PLANNING: TO-SOCIAL-MEDIA-MARKETING/ SOCIAL MEDIA TACTICAL PLAN: TACTICAL-PLAN/ SAMPLE SOCIAL MEDIA TACTICAL PLAN

11 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST : Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in

12 The OpWons: In other words

13 Three Main Social Media FACEBOOK TWITTER INSTAGRAM Autopost from Instagram to FB! IF YOUR ORG HAS ENERGY: BE ON LINKED-IN -- CROSS POST FROM FACEBOOK HAVE A YOU-TUBE PAGE TO HOST YOUR VIDEOS CREATE A GOOGLE+ -- CROSS POST FROM FB

14 Focus by PlaForm FACEBOOK: BUILD COMMUNITY, ENTERTAIN, INFORM Page: A. Videos B.Stories C. Events, D. RecogniWons E. Accomplishments F. Volunteer Recruitment G. DonaWons Group: A. Discussion B. ask for ideas C. recruit D. ladder up the mission PHOTO, VIDEO, ALBUM, LINK+PHOTO, GIF, TEXT INSTAGRAM: STORIES THRU PICTURES, REMIND, CONNECT ONE PHOTO THE BEST, ENHANCED TWITTER: PUBLIC RELATIONS, EVENTS, PRESS A. Videos B.Stories C. Events, D. RecogniWons E. Accomplishments SAMPLE SOCIAL MEDIA TACTICAL PLAN PHOTO, VIDEO, SHORTENED LINK+PHOTO, GIF, TEXT

15 Social Media Stats Source: Pew Research Center of Internet and Technology 2016!

16 Social Media Stats Source: Pew Research Center of Internet and Technology 2016!

17 Who Uses Social Media BY AGE GROUP Source: Pew Research Center of Internet and Technology 2016!

18 Who Uses Social Media BY EDUCATION Source: Pew Research Center of Internet and Technology 2016!

19 Who Uses Social Media BY PLATFORM Source: Pew Research Center of Internet and Technology 2016!

20 Have TWO Facebooks PUBLIC PAGE - THIS IS FOR MISSION RELATED ITEMS, AND CURATED CONTENT THAT REFLECTS YOUR CLUB PUBLICLY. Example posts: Events, Zonta Interna3onal posts, Local and State Trafficking, Other clubs ac3ons, Service, Advocacy, etc. PRIVATE GROUP- THIS IS WHERE ALL OF YOU CAN SHARE RELEVANT INFORMATION WITHIN YOUR CLUB, AND SUGGEST POSTS TO BE SHARED PUBLICALLY Example: What other groups are doing, sugges3ons of ar3cles on research on violence against women, other orgs events that you want to make club members aware of, but not public.

21 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST : Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in

22 How Facebook Works Visibility! Comment <16% Up to 60% Viral

23 Virality is a Myth CONTENT GOES VIRAL THRU SHARING EACH GENERATION HAS TO HAVE MORE SHARING THAN THE PREVIOUS FACEBOOK ALGORITHMS HAVE DAMPENERS AND ENHANCERS BASED ON ENGAGEMENT NET RESULT- VIRALITY IS VERY RARE. VIRALITY = ENTERTAINMENT VALUE: AWE, LAUGHTER, AMUSEMENT (NARCISSISTIC) IMAGES, LISTS, INFOGRAPHICS, QUIZZES GET MORE SHARES SOURCE: US/

24 Facebook- Missing posts! Secrets that Ma]er FACEBOOK ONLY SHOWS YOUR PAGE POSTS TO 16% OF YOUR FANS ON AVERAGE. IF YOU HAVE A PICTURE, ABOUT 20% OF YOUR FANS WILL SEE IT IN THEIR HOME FEED. TRAIN YOUR MEMBERS: LIKE, COMMENT, SHARE LITERALLY: PLANT PEOPLE TO LIKE COMMENT, SHARE IF SEVERAL PEOPLE LIKE YOUR POST, PERHAPS 25% WILL SEE IT. IF PEOPLE COMMENT AND LIKE, PERHAPS 30-35% OF YOUR PAGE FANS WILL SEE IT. AND SOME OF THEIR FRIENDS WILL SEE IT IF PEOPLE SHARE IT, YOU CAN GET UP TO 50 %OF YOUR FANS TO SEE A POST. AND MANY OF THE SHARERS FRIENDS WILL SEE IT. IF MANY PEOPLE LIKE, COMMENT AND SHARE, IT IS CONCEIVABLE TO GET UP TO 100%. Only 16%

25 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST : Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in

26 Tools for Pros: Measure: Facebook Insights ITS BUILT IN TO YOUR PAGE INSIGHTS SHOWS WHAT IS WORKING, GIVES YOU FEEDBACK ABOUT YOUR PAGE VIEWS, REACH, ENGAGEMENTS BEST POSTS TIME OF DAY TO POST

27 Tools for Pros: Measure: Google AnalyWcs GOOGLE ANALYTICS IS FREE- JUST ENABLE IT (ASK WEBMASTER) TRACK VISITS BY DEVICE COMPUTER, MOBILE, TABLET TRACK VISITS BY SOURCE: SEARCH, SOCIAL, REFERRAL SEE HOW MANY PAGES PEOPLE VIEW, WHICH ONES SO MUCH MORE!

28 What You Need to Know SOCIAL MEDIA IS FREE, NOT CHEAP CUSTOMER FIRST : Base the plaform and message ON Who and What and ACTION THERE ARE THREE MAIN PLATFORMS, AND THE REST VIRALITY IS A MYTH REALITY FALLS WAY SHORT -16% RULE SOCIAL IS NEVER PRIMARY Questions?! SOCIAL IS MEASURABLE- REQUIRE A MONTHLY REPORT VIDEOS AND PHOTOS ARE EVERYTHING - You need release forms- build them in