how to craft a strategic nonprofit online communications plan - second half
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Part 2
Let’s Review! We identified a goal for our communications efforts.
We wrote down SMART objectives to make sure we can measure our success.
We listed tasks to carry out to reach the SMART objectives.
We reviewed the best ways to use your nonprofit website, email list, and social media accounts.
We reviewed some examples of great nonprofit social media content and types of content and stories to post and share.
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Social Media Calendar – sheet 1 Website updates
Blog
Email campaigns going out
Facebook, Twitter, Instagram, etc. (don’t have to post to all of them every day)
Review – 10 best types of content and story types
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Know the Science of Social Media Facebook: Post 5-7 times weekly (at least once on the weekend)
and then monitor your Insights. Post visually appealing photos and graphics and now that the new Reactions are live, test positive and negative content to see which inspires more engagement. Limit post text to 80* characters or less.
Resource: http://www.nptechforgood.com/2016/11/08/10-social-media-strategies-that-increase-engagement-and-inspire-donors/
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Know the Science of Social Media Twitter: Tweet or retweet every one or two hours. Visually
compelling photos or graphics receive 3X the engagement as text tweets – especially if the images are properly sized for Twitter Mobile (800 x 420 pixels).
Use Buffer or Hootsuite to schedule tweets in the evenings and on the weekends.
Resource: http://www.nptechforgood.com/2016/11/08/10-social-media-strategies-that-increase-engagement-and-inspire-donors/
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Know the Science of Social Media Instagram: Post or regram once per day alternating between
morning and late afternoon. Nonprofits that consistently use hashtags have up to 3X more followers.
Use the Repost mobile app (it’s free in the Apple store).
Resource: http://www.nptechforgood.com/2016/11/08/10-social-media-strategies-that-increase-engagement-and-inspire-donors/
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A Word On BloggingQ: Do you need a blog?
A: It depends. Do your donors use Google?
The key to effective blogging – quality over quantity!
“You can’t beat the Internet on volume, but you can beat it on quality, clarity and perspective.”
– Rich Brooks @therichbrooks
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http://marketingland.com/generational-content-gap-how-different-age-groups-consume-content-138810
Remember Your Audience When Blogging You are writing for YOUR specific
audience.
You don’t need to have 500,000 subscribers to have a great blog.
You just need to tell your story, share your insights, and authentically connect with your audience.
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Blog Calendar – sheet 2 Call to Action – Fundraising, advocacy, engagement, more
Ideas – Organize your thoughts around keywords
Title – Sometimes you think of this first!
Status – Research needed? Draft format?
Due Date – Keeps you accountable
Date Posted – Compare with due date to see if your goals are reasonable
Notes – Was it popular? Was it hard to write? Do you want to explore more like it?
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Social Media & Blog Calendar Tips Save it somewhere like Dropbox,
Google Docs – accessible anywhere at any time.
Use your smartphone to record ideas.
Color code and assign tasks.
Review regularly – staff meetings, Board meetings, Social Media Committee meetings!
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Four Tools to Find Great Content1. Daily by Buffer – they provide handpicked content suggestions
daily
2. LinkedIn Pulse – Customized stories and updates from the influencers and companies you follow on LinkedIn and your direct connections
3. Medium – Browse the collections and the trending lists for the most popular and widely shared content
4. Twitter – Search on relevant hashtags and explore what influencers in your industry and cause are tweeting about Finding
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Best Types of Content & Story IdeasContent Types
1. Stories
2. Videos
3. Photos
4. Quotes
5. Thank Yous
6. Advocacy
7. Current Events
8. Education
9. Compelling asks
10. Paid social ads
Story Ideas
1. Creation Stories
2. Continuous Improvement Stories
3. Behind-The-Scenes Stories
4. User-Generated Stories
5. Impact Stories
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1) Create two weeks’ (if not more) worth of ideas!
2) Fill in that calendar and assign responsibilities and choose dates to post.
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Facebook & Instagram AdvertingSocial media advertising 101:
Ads can be used to get more fans/followers, to promote event registrations, to promote online donations, to get more email sign ups, to promote a link to your website, and more.
You design the ads using your wording, headlines, and images.
You choose the specific demographics of your target audience.
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Facebook & Instagram Adverting You can “boost” posts that you have already posted, or you can
create brand new ads. (Only promote awesome!)
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Facebook & Instagram Adverting
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Facebook & Instagram Adverting1. Identify the goal for your ad.
2. Choose your measurable call-to-action (sign up, donate now, register).
3. Determine a budget – lifetime or daily.
4. Select high-quality, unique, non-text heavy,eye-catching images.
5. Pick relevant demographics for the target audience.
6. Measure results.
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Buffer & HootsuiteBenefits:
Schedule tweets and other messages
Include visuals
Can schedule retweets (Buffer)
Manage multiple social media accounts
Run reports
Create trackable short links
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Visuals Are Vital 90% of information transmitted to the
brain is visual. Visuals are processed 60,000X faster in the brain than text.
Videos on landing pages increase average page conversion rates by 86%. Resource: Wishpond http://blog.wishpond.com/post/70300587846/10-
reasons-visual-content-will-dominate-2014
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Video Creation Tools
Animoto (robust tool with templates for creating professional marketing videos)
Adobe Spark Video (add text to photos; coming soon also add video clips as in this video example)
Adobe Spark Post (image creation app, now with some animated effects for short videos)
iMovie (use on mobile or desktop to quickly edit/stitch together video clips)
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Video Creation Tools
Instagram and Snapchat
11 more video tools listed here: https://www.facebook.com/marismith/videos/10153807326840009
Plus, Facebook's native slideshow (organic: https://www.facebook.com/help/818247301636195 or ads: https://www.facebook.com/business/help/149759192130274)
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Lots of Places to Get Free Images!
Beth Kanter created a great List.ly:
The Ultimate List of Free or Low Cost Image Collections!
http://list.ly/list/703-the-ultimate-list-of-free-or-low-cost-image-collections
iStock photo
Creative Commons
Photopin.com
Morguefile.com
Getty Images
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InfographicsHubSpot found that brands that
publish infographics increase their website and blog traffic an average of 12% over those that do not.
This photo: http://visual.ly/what-infographic-2
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InfographicsInfogr.am
InfoActive.co
Piktochart
Easel.ly
Venngage
HubSpot
HubSpot has
free PowerPoint templates: http://offers.hubspot.com/how-to-easily-create-five-fabulous-infographics-in-powerpoint
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Word CloudsWordle.com
Tagxedo.com
Tagul.com
WordItOut.com
ImageChef.com
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QuotesQuozio.com
Recitethis.com
Behappy.me
QuotesCover.com
Inspirably.com
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Enhanced PhotosUseChisel.com
Pinwords.com
PowerPoint
PicMonkey.com
Pixlr.com
This photo: http://www.pinterest.com/pin/430164201878271362/
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Mobile AppsBoomerang
Prisma
Ripl
WordSwag
Over
Picstitch
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My Favorite ToolsCanva.com
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My Favorite Tools
WordSwag
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My Favorite Tools
WordSwag
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What Tools Do You Recommend?
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Resource: http://www.bethkanter.org/sowhat/
How to Find the Right Online MetricsStart with measuring the interest in your
website!
Use the free resource Google Analytics to measure the following:
Unique Visitors
Bounce rate
Referrals
Most Popular Pages
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How to Find the Right Online MetricsThen measure the interest in your email
campaigns.
New email sign ups
Opt-outs/unsubscribes
Open rate
Engagement/click through rate
Most popular subject lines
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How to Find the Right Online MetricsThen measure the interest in your social
media content.
Number of fans and followers
Engagement
Share counts
Video views
Most popular post (When posted? What type of content?)
Highest reach
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Measurement Spreadsheet Overall website analytics
Website content (pageviews)
Social referrals to website
Facebook Insights
Twitter Analytics
Instagram Analytics
Email Marketing
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How to Find the Right Online MetricsSay So What To Your Data Three Times:
1) Today we got a huge spike in website traffic! So what?
2) Wow, it came from Reddit! So what?
3) Turns out that Reddit picked up a news piece about a related topic that linked to our website. So what?
Did the huge spike in traffic result in a spike in donations or email signups?
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Resource: http://www.bethkanter.org/sowhat/
Does Social Media = Donations?To determine if the referrals to your donation
page from social media channels have resulted in completed donations, you need to ask deeper questions and go beyond simple website traffic numbers and Facebook reach.
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Google Analytics Goals Your way of telling Google what is important to track
There are many benefits:
Make informed decisions about which referral sources are the most valuable;
Which advertising platform gets the most signups;
Whether your social media efforts are driving quality site traffic.
You have to manually set these up in Google Analytics.
Read more: https://www.wholewhale.com/tips/google-analytics-goals/
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ResourcesJCSocialMarketing.com
JohnHaydon.com
BethKanter.org
TSNE.org
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Nonprofit Capacity Series
December 14, 2016 Strategic Nonprofit Communications Trainer: Julia Campbell
January 12, 2017 Strategic Financial Management for Nonprofits Trainer: Gretchen Upholt
February 15, 2017 Technology Literacy for LeadersTrainer: Jenn Taylor
March 16, 2017 Fundraising 1.0 (1/2 day) and Grant Writing (1/2 day)Trainer: Jenn Hayslett
Questions/Assistance: Michael DeChiara mdechiara@communityfoundation.org 413-732-2858
Margaret Everett meverett@communityfoundation.org 413-732-2858
• All sessions to be held at Hadley Farms Meeting House, Hadley• Session duration approximately 9:00am to 4:00pm, unless otherwise noted
ResourcesJCSocialMarketing.com
SocialMediaExaminer.com
SocialMediaJosh.com
HubSpot.com
www.jcsocialmarketing.com @JuliaCSocial
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