How Not-For-Profits Can Harness the Power of Social Media. By Robin Colner

Transcription

1 How Not-For-Profits Can Harness the Power of Social Media By Robin Colner

2 Today s Goals Provide an Overview of the Social Web Explain How Not-for-Profits Leverage Social Media to Develop an Engaged Community of Adoring Fans, Donors and Volunteers Offer Best Practice Guidelines for Using Facebook, Twitter and Pinterest to Increase your Base of Supporters, Newsletter Subscribers and Website Visitors

3 What is Social Media? Communication that Occurs in any Digital Channel Where People can Interact with Content

4 The Social Media Revolution 900+ Million Facebook Users If Facebook Were a Country it Would be the Third Largest 150+ Million LinkedIn Members 200 Million Twitter Accounts YouTube is the 2 nd Largest Search Engine 60 Hours of Video are Uploaded Every 60 Seconds If Wikipedia Was a Book it Would Be Over 2.25M Pgs Over $6B to be Spent on Virtual Goods by 2013

5 Why Not-for-Profits Use Social Media Staggering Impact on Society Transformational Shift from Broadcast Marketing to Inbound Marketing the Consumer/Advocate Rules Your Supporters are Actively Engaged Phenomenal Opportunities for Competitive Intelligence, Story-telling and Branding Inspire and Mobilize Masses to Take Action and Improve the World It is all about Building Connections with People Content + Context + Community = Conversion

6 Traditional Marketing and Communications

7 Inbound Marketing and The Social Media Revolution

8 10 Steps to Social Media Success 1. Develop a Plan 2. Establish Goals, Objectives, KPIs 3. Define Target Audiences 4. Engage with Supporters, Colleagues, Prospects 5. Create Compelling Content 6. Share Valuable Information 7. Build Relationships 8. Conduct Research 9. Monitor Results 10. Nurture Leads

9 i-content Management Strategy IMMERSE Get in the Sandbox INITIATE Set an Editorial Calendar, Schedule Posts in Advance INFORM Provide Valuable Insights INGRATIATE Thank, Comment, Retweet, Share INQUIRE Ask?s to Stimulate Engagement IMPRESS Link to Your Intellectual Property Promote Events INNOVATE Include Videos and Photos, Entertain INTEGRATE Promote Social Assets Through all Marketing Channels

10 Blogging Tips Content is King Hot News Topics, Event Photos and Videos, Updates, Stories on Location - Profile Donors and Volunteers Share Resources and Useful Tips - Numbered Lists Promote Newsletter/Blog Subscriptions and Capture the Golden Address Link Content Throughout Social Ecosystem - Enhance SEO & SMO Guest Blog - Comment Strategy Interview Experts and Influential Leaders Drive Traffic to Website and Lead Capture Page Include a Call-to-Action Everywhere

11 National Wildlife Federation

12 National Wildlife Federation - Milestones

13 Facebook Pages Best Practices Appoint Several Administrators Create Non-profit or NGO Page Spell Complete Name (No Changes). Do Not Create Cause / Topic Claim Custom URL The New Timeline is Perfect for NFPs to Tell Their Stories Add Milestones, Photos, Videos Use Custom Tabs with Applications and HTML to Promote E- Newsletter, YouTube Channel, Other Social Assets, Donate Now, Take Action Involver Try to Always Share a Link, Photo or Video in Status Updates include Events, Breaking News, Success Stories, Calls-to-Action Post Once or Twice a Day 5 Times a Week Pin a Post (7days) Always Thank Fans that Comment and Share in a Timely Way Monitor, Measure, Revise Use Facebook Insights to Fine-Tune Content Strategy

14 Facebook Pages Promotional Strategies Encourage Staff Members, Volunteers and Supporters to Engage Ask for the Share - Example: United Way Day Campaign Get a Celebrity Spokesperson Experiment with Ads - $1.00 a fan, Fantastic Targeting Post Events in Event Tab Edit Page>Apps>Events Incorporate Auctions and Peer-to-Peer Fundraising Efforts Integrate Fbook Page with Website, E-Newsletter, Blog, Print Material, Thank-you Landing Pages and s - Use Icons and Pitch to Like

15 Tweet Like a Rock Star Twitter The Information Network Use a Square Avatar and Custom Background Establish a Personality Build a Community Post Own Content and Other Articles Establish Lists Track Links with Bit.ly, Ow.ly Retweet Using Reciprocity Rules

16 Mastering the Twitterverse Implement a Follow Strategy Maintain Approx. 1:1 Followers/Following Ratio Use Twitter Applications Strategically (TweetAdder, FriendorFollow, SocialOomph, CoTweet) Use Hashtags Judiciously Tweet 4 to 6 Times Per Day (90 Minute Lifespan) Check Engagement Times on Buffer.com Use Favorites to Bookmark and Feature Tweets Post Pictures and Videos with TwitPic, TwitVid Yfrog Advanced Users: Twitter Parties or TweetChat, Twitvite, Twibbon Search for Industry Terms and Monitor Prospects & Competitors - Get Alerts Use Dashboards, Sentiment Analysis and Monitoring Platforms HootSuite, Argyle Social, Buffer App

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18 Inspirational Storytelling with Videos and Photos Leverage the Emotion-Provoking Power of Visual Imagery to Influence & Motivate Establish a YouTube Channel and Photo Sharing Accounts on Flickr and Picasa Choose or Hire a Person to Create, Edit and Upload Photos and Videos to Website and Social Networks Content ideas: Highlight Events, Interviews w/staff, Community Leaders, Supporters, Volunteers - Feature Beneficiaries, Keynote Addresses, Conferences Promote a Video or Photo Contest Include Relevant Keywords on Titles, Tags and Descriptions Enable Comments, Display Subscribers, Friends and Followers Subscribe to Other Channels Check YouTube s Non-Profit Program Integrate Videos and Photos on Website and All Other Social Accounts and Promotional Campaigns Use Animoto to Create Videos with Photos Make Short Video Montages Featuring Important Stats and Inspirational Quotes

19 AARP On Pinterest

20 Is Your NFP Pinteresting? A Virtual Scrapbook that Allows you to Share and Curate Videos and Photos by Posting or Pinning Them to Themed Boards. Meteoric Growth, Over 11 million members < 1 year More Referral Traffic than Twitter Members are Mostly Women Years Old The Vibe is Creative, Hip, Inspirational, Motivational Offers Not-for-Profits a Platform to Connect with People s Emotions and Feelings Caveat: Not as Conversational Measure Traffic to Website Addictive Requires Images and Time

21 10 Tips to Leverage Pinterest Pin High Quality Images from Website and Blog Avoid Heavy Handed Promotional Messages Pin from Other Sources, Be Creative, Create Boards that Show a Range of Interests Add Descriptions to Pins that Reflect Values Include Website Links in Descriptions Use Hashtags for Search Add Logo to Some Images Overlay Inspirational Quotes onto Images Include a Price Banner to Pins of Goods for Sale Follow Other Pinners Comment and Repin

22 Use Pinterest as an Individual

23 A Business Oriented Social Networking Site Allows Members to Create a Professional Profile Allows Members to Link with Former and Current Colleagues and Stay Connected with Clients, Vendors, Suppliers, Donors, Board Members, Volunteers Platform for Lead Generation

24 Success Factors Post Status Updates Regularly Provide Valuable Info, Demonstrate Thought Leadership, Promote Events Check Inbox 10 Minutes or More Every Day Comment, Share, InMail or Contacts Research Companies, Contacts, Connections Invite New Connections with Custom Message Review, Accept and Respond to Invitations to Connect Adjust Privacy Settings Especially When Update Profile Promote Professional Activities Claim Custom URL Add Badge to Signature Participate in Groups and Answer Questions

25 Social Media Do s Do Polish & Promote your Online Brand Everyday in Every Way Do Discover, Create and Share Interesting, Informative and Inspirational Content Build Trust Give to Get Do Expand and Leverage Connections- Follow Influencers Do Engage with Contacts and Friends and Build Relationships Pay it Forward Do Act Likeable and Evaluate Responses to Content Do Enlist Interns to Take Photos & Videos Do Connect with Robin Colner for Tips & Answers

26 Social Media Don ts Don t Get Discouraged The Process is Time- Consuming and the Effects are Cumulative Don t Broadcast Too Much About You and Your Organization It s All About Your Community Don t Post the Exact Same Message to Every Social Network All the Time Don t Keep all Your Contacts in Cyberspace Continue to Build Connections in Person Don t Log into Social Networks at 11 pm if You Need Sleep

27 Remember to Keep a Sense of Humor

28 Connect with Robin Colner and DigiStar Media Facebook: Twitter: LinkedIn: LinkedInwww.linkedin.com/in/DigiStarMedia Pinterest: Website: Phone: