strategic tactics of social media

Slide HeaderSocial Mediafor Nonprofits

Presenting to Community Foundation of Greater Fort WayneMarch 11, 2016

Learning Objectives• Have an understanding of how to do more with less.

• Ability to think strategically about your Why, Goals and Audience.

• Know how and where to generate your social media content.

• Spark ideas for new content on social media.

AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP

Introduction

Heather Schoegler, MSOLHeather Schoegler, MSOL founded Augustus in Spring of 2015. Augustus is a strategic consulting firm tailoring trust strategies to improve an organization’s growth and well-being.

Heather's experience spans strategic planning, public relations, customer engagement, brand management, healing arts, customer service, and team building across industries including healthcare, economic development, and not-for-profits.

• Gallup Strengths: Strategic, Activator, Learner, Individualization, and Belief; Myers-Briggs: ENTJ; DiSC: I; John Maxwell Values: Faith, Growth, Integrity, Loyalty, Passion

• M.S. in Organizational Leadership. Master’s Thesis: Applying Tim Sander's "Lovecat Theory” to Leadership.

• B.A. in Media and Public Communication• Graduate Certificate in Public Health (incomplete)

Stephen J. BaileyStephen founded Detailed Web Design in 2006 and recently created With a PH Digital Marketing & Development on its 10th anniversary. In the last decade, he has built over 100 websites for businesses and nonprofits.

In addition to web design and digital marketing, he focuses on SEO strategies for clients as well as digital marketing campaigns. He also manages the social media channels for over a dozen local organizations including Northeast Indiana Regional Partnership, the Downtown Improvement District, The Botanical Conservatory, Waiter on the Way, and many others.

He invests in the community through volunteerism and donating his services to multiple projects and organizations.

Outline

1. Doing More with Less

2. Thinking - and Acting - Strategically

3. Defining Your Audience

4. Building Your Arsenal

5. Sharing Inspiration

6. Answering Your Questions

Doing More with Less

AUGUSTUS ADVISORS.NET

“It’s not about what you do, but how well you do it.”

GFWCF| MARCH 2016 | #FortWayneNFP

“It’s not about what you do, but how well you do it.”

•Social Media•Advertising •Public Relations•Donor Relations•Volunteer Relations•All Duties As Assigned 1

Thinking Strategically

Marketing

mar·ket·ingnoun \ˈmär-kə-tiŋ\: the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc.

mar·ket·ingnoun \ˈmär-kə-tiŋ\: “What”

verb \ˈmär-kə-tiŋ\: “Selling”

Social Media

so·cial me·dianoun: forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)

so·cial me·dianoun: “Where;” a conversation. Today’s online version of deli counter or water cooler.

SMART GoalsSpecificMeasurableAttainableRealisticTime-Bound

SMART Goals

Communication Strategies

Tactics

measure

AUGUSTUS ADVISORS.NEThttp://amysampleward.org/2011/01/20/diy-community-engagement-metrics/

● Who…is our audience● What…are we trying to say ● Where…can we engage with them● When…can we engage with them● How…do we best say it● Why…do we want to do this ?GFWCF| MARCH 2016 | #FortWayneNFP

Defining Your Audience

VolunteersEmployeesBoard MembersDonorsOther StakeholdersGeneral Public

AUGUSTUS ADVISORS.NEThttp://amysampleward.org/2011/01/20/diy-community-engagement-metrics/

Where is Your Audience

Building Your Arsenal

3CsGFWCF| MARCH 2016 | #FortWayneNFP

3Cs CultivationCreationCuration

Cultivation

Marketing CollateralWebsiteAnnual ReportPhotos & VideosStoriesVolunteer Material

Creation

Volunteer StoriesPartner LocationsTestimonialsAsk Questions/PollsDay-in-Life PhotosVolunteer TipsAccount Sharing

Curation

National Day/Week/MonthLocal NewsHashtagsTrade JournalsIndustry Experts/QuotesBlogs/WebsitesE-Newsletters

Volunteer or Client Story

One-Page to Board

Blog Post

E-Newsletter Article

Social Media

1=6GFWCF| MARCH 2016 | #FortWayneNFP

Building Your Arsenal | Hashtags

Building Your Arsenal | Channels

hhttp://www.visitfortwayne.com/blog/GFWCF| MARCH 2016 | #FortWayneNFP

● ½ of Internet Users age 18-29

are on Instagram.

● Hashtags generate more

engagement (i.e. comments and

likes).

● Calls-To-Action work.

● Women - 55% more posts; 8%

more friends than men.

● Older - More than ½ of 65+

internet-using adults are here.

● 70% of accounts are used daily.

● Active users continue to grow.

Building Your Arsenal | Facebook

● Cover Photo - clear, relevant and current; change it semi-often.

● Profile Picture - relevant; change it semi-never.

● Profile Content - detailed, basic, relevant info describing your business that connects to your website.

● Image - capture the attention of your audience; recommend square images 600 px in width.

● Content - concise, not too wordy; just enough info to hook the audience.

● Link - website where more information can be found.

Boosts● $5 - you can do more with this

here than any other marketing outlet I’ve seen. Ever.

● Watch - end them when you’re happy with your results.

● Spend - everyone should spend a few dollars per month. Your target audience is waiting to give you a good ROI.

● 40 million more visits by Women

than Men.

● Grow knowledge network.

● Share the person(s) behind the

brand.

● Be generous. Retweet.

● 25% of Men watch one

YouTube video per day.

● Videos can educate, relieve

anxiety about unknown.

● Women dominate Pinterest use.

● Best pins = no human faces;

minimal background; dominant

colors; and good descriptions.

● Generate web or blog traffic.

● Networking.

● Reputation Management.

● Volunteers, Board Members

and Donors all present.

● Prospecting for volunteers

opportunity.

Social Media Policy

Social Media Policy | NLRB

• You cannot restrict anyone from commenting on

his or her work life.

• You can make sure employees sign confidentiality

problems.

• Employees cannot lie.

AUGUSTUS ADVISORS.NETwww.NLRB.govGFWCF| MARCH 2016 | #FortWayneNFP

Social Media Policy

AUGUSTUS ADVISORS.NEThttps://www.juniorachievement.

org/web/jausa-brand/brand-identityGFWCF| MARCH 2016 | #FortWayneNFP

Social Media Policy

AUGUSTUS ADVISORS.NETwww.NLRB.govGFWCF| MARCH 2016 | #FortWayneNFP

Social Media Policy | General

AUGUSTUS ADVISORS.NETwww.NLRB.gov

• Don’t be stupid.

“You don’t have to have it all figured out

to move forward.” – Anonymous

Sharing Inspiration

Let’s Give Allen County

Account Sharing

Consistent Branding

Digital Trends for 2016

Video ContentMobileVirtual RealityInteractive ContentLive StreamingLocation Services and the

Internet of Things

Answering Your Questions

Slide HeaderThank you!Heather@AugustusAdvisors.com Stephen@WithaPHdigital.comtwitter.com/HSchoegler twitter.com/withaphdigitallinkedin.com/in/HSchoegler linkedin.com/in/StephenJBailey

Presenting to Community Foundation of Greater Fort WayneMarch 11, 2016

strategic tactics of social media

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