The Long Tail: Using Pinterest, LinkedIn and Instagram to Expand Your Social Media Reach Marcie Grube Social Media Supervisor Helen Woodward Animal Center [go beyond the beaten path] 1
[let s adventure] Why Adventure? Discover new communities and supporters Create content in a new or previously overlooked way Broaden the reach of your organization and mission Make new friends (or reconnect with old) Don t try something for the sake of the tool or technology Because it looks cool! 2
Prepare For Your Adventure Get your map and supplies How does the platform operate? Who s using it? Are there tools for tracking? Ask permission from the ranger Propose a written plan if you need approval How could this be beneficial? Don t over commit Create test content Start Your Adventure Plan ahead Content calendaring Stay close to your mission statement Be consistent Set aside a little time each week as creative time Be patient It s not a race Be engaging Take time to respond thoughtfully 3
Don t be Geoffrey Rush Track Your Progress HOORAY DATA! Track your engagements Traffic to your website Re-evaluate if something isn t working What type of content am I creating? What content has more success? Speak the language With great success, comes great responsibility Success is great! But remember to keep engaging 4
What is Content A story, article, image, video, question or discussion you can share Foot in the door content As your relationships grow, so can your content 5
LinkedIn Like Facebook for businesses and professionals Users can see relationships by 1 st, 2 nd and 3 rd degrees Has a website and app Who s Using LinkedIn? 58% guys, 41% gals 25-54 years of age No kids Median income over $100K Graduate and Post Graduate Business-minded, active, educated demographic (Stats by Quantcast.com) 6
B2B versus B2C B2B Shorthand for business to business. The products and services are marketed to other businesses. B2C Business to consumer. The final customer is the consumer. LinkedIn is B2B Focused Companies use of LinkedIn has jumped from 24% to 57% in 2014 77% of B2B companies plan to increase investment into this network (Stats by Forbes.com) 7
LinkedIn Ideas Cultivate business sponsors for events, campaigns or programs Find professional talent who may be looking for a nonprofit career A talented volunteer pool with time (and money) on their hands Network with professionals 8
Do When You Get Home Create (or update) your organization s LinkedIn page Do When You Get Home Create a Showcase Page to show off a department or initiative Blog-like, newspaper layout Links back to your centralized org s page HERO Page! Special program Foster volunteers Rescue team Medical staff 9
Do When You Get Home Join interest-based groups Animal welfare Veterinarian Pet rescue Creative groups Join local professional networks in your area Real estate groups Financial networks Marketing professionals 10
Pinterest A virtual bulletin board where users can store favorite images, videos or links on categorized boards Think of them like virtual bookmarks Website and app 11
The Long Tail: Using Pinterest, LinkedIn and Instagram Pinning off of a website Entering the info Adoptable Puppy Board In the Pinterest newsfeed 12
Who s Using Pinterest? 70 million users 80% gals, 20% guys Median income over $100K Moms. Lots of moms. 45% are 35 54 (Stats by Pinterest, RJMetrics, Business2Community) Link-Building, Traffic Sending Mega Machine Pinterest uses Search Engine Optimization (SEO) Use keywords everywhere: org description, each category board, each pin Images are important Clean, pretty, attractive 13
How Do People Use Pinterest? Pass the time/entertainment Inspiration of things to buy Keep track of an interest or hobby Keep up with latest trends Fashion, décor, holiday Connect with people who have similar styles and interests (Stats by Pinterest) 14
Top 5 Themes on Pinterest 1. Recipes or cooking/dining ideas 2. DIY projects and crafts 3. Health information 4. Funny/human interest 5. Fashion and beauty (Stats by Pinterest) Pinterest Ideas Create blogs or articles based on top themes on Pinterest and gear them toward pet parents Healthy, homemade pet treats DIY cat beds to donate to rescues Funny stories from foster families How to braid a mane or tail Holiday activities for both kids and pets 15
Pinterest Ideas Inspire fellow pinners with success stories and great images Pinners love quotes and inspirational imagery Pinterest Ideas Use a board as an in-kind donation wish list 16
Pinterest Homepage Pinterest Analytics 17
Do When You Get Home Create (or refresh) an organizational Pinterest page Keywords, keywords, keywords Start slow, stay missional Five pins a day is average Follow boards and pinners with content you like Put a Pin It button on your website Limit faces on Pinterest 18
Instagram Instagram is an app where users can share and creatively edit photos and videos. Users can then push their content to other services such as Facebook, Twitter, Tumblr, Flickr, etc. 19
Who s Using Instagram? 150 million users 90% of users are under 35 Majority are 18 29 This is the generation that coined the selfie 68% gals, 32% guys Instagram nearly popular as Facebook 57% check daily (63% for Facebook) International (Stats by Pew Study 2013, Brandwatch) 20
How Do People Use Instagram? Take photos or videos with your phone, creatively edit, then post It s all about the followers For many, it s a popularity contest A lot of following and unfollowing #Hashtags Search capability Re-gramming Making a copy of someone else s image and posting it on your own Instagram feed Step 1: Open the app Step 3: Select a photo Step 2: Click the blue button 21
Step 4: Use a filter Step 5: Type a description **Sneaky Tip: Type a website as a location** Touch SHARE 22
Instagram Ideas Cutest things ever For educational program components Scout groups, high school clubs, afterschool groups Recruit junior volunteers and their parents Popular hashtags can guide your content Special program or event? Clear #hashtag in event marketing Does your organization do something unique? 23
Instagram Tools Apps Repost, Squaready, PicJointer Data Tools Iconosquare (previously Statigram, website, free) Followers+ (app, add-on costs, pretty cheap) Do When You Get Home Create an Instagram account Search for popular hashtags to guide your content Post later in the day Unlike Pinterest, faces are good! Reply back to commenters In comment section, touch and hold commenter s name to reply EMOJI 24
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Questions/Extra Time 26