Download - The Linked Book? FaceTwit?
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The Linked Book? FaceTwit?Demystifing social media for you and
your organization
Marc A. Pitman, The Fundraising Coach www.FundraisingCoach.com
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The Guttenberg Press
A Brief History
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Now a history of the web
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Beyond brochureware
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Blogs
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More social media
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We see each other
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I see MY friends
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I see happy customers
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Self Expression all over
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Even Movies by volunteers
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It can be overwhelming
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It gives us “extendable ears”
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The 21st Century water cooler
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Bold Experiment: Skittles
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Establish your Goals
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Establish your Goals• What action do you want people to take?– Buy something? – Tell their friends?– Sign a petition?– Make a donation? – “like” on FB ?
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Establish your Goals• What action do you want people to take?– Buy something? – Tell their friends?– Sign a petition?– Make a donation? – “like” on FB ?
• Who are you trying to reach? – Boomers? Xers? Millenials?– People at work? People at home?
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Some things to measure• Site visits• Page views• Average page views per visit• Time spent on your site• Number of subscribers to your email list• Number of subscribers to your blog• Number of your followers/friends/network• The number of inbound links—how many sites are linking
back to you• Number of clicks on a link• Number of “retweets”• Amount of cash generated by a landing page• Growth in affiliates to your program• Amount of site visits coming from search engines or other
specific websites (like Facebook)
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Getting Started
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You will make mistakes
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You will make mistakes
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So have a sense of humor
Forever proving that even the most serious-minded, disaster-focused institutions can have a sense of humor, Red Cross social media director Wendy Harman responded good naturedly an hour later via the account.
"We've deleted the rogue tweet but rest assured the Red Cross is sober and we've confiscated the keys."
Not only did an embarrassed Huang keep her job, but donors gave.
"While we're a 130-year-old humanitarian organization, we're also made of up human beings. Thanks for not only getting that but for turning our faux pas into something good," read the Red Cross blog.
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Start small
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Your own site
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Drive Traffic to Your Site
All social media, while being engaging, should drive traffic back to your site:• People make bigger donations on the
nonprofit’s website than on social media• Your site is geared for your sales funnel
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Blogs are great websites
Easy to update /keep freshEasy to let others helpLots of supportClean, consistent look
FundraisingCoach.com isa modified WordPress blog
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Blogs
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Blog Tips• Blogs stick around
– Great for search engines– Adds “permanence” for deletable emails &
disposable news clippings– Keeps you professionally sharp & up-to-date
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Blog Tips• Blogs stick around
– Great for search engines– Adds “permanence” for deletable emails &
disposable news clippings– Keeps you professionally sharp & up-to-date
• Repurpose content– Newsletters, press releases, ads
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Blog Tips• Blogs stick around
– Great for search engines– Adds “permanence” for deletable emails &
disposable news clippings– Keeps you professionally sharp & up-to-date
• Repurpose content– Newsletters, press releases, ads
• Most people won’t come to your blog– Make RSS feed & email options easy to find
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More Blog Tips• Find your voice
– No one sees the world exactly as you do– Experiment with formal/informal,
opinionated/general to see what generates comments
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More Blog Tips• Find your voice
– No one sees the world exactly as you do– Experiment with formal/informal,
opinionated/general to see what generates comments
• Schedule it on your calendar– The habit of blogging takes time– I find every other week manageable, some like daily– Schedule your publishing (I write Sundays, publish
Tuesdays
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Email Newsletters
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Email Newsletter Tips• Start sustainably
– Weekly? Monthly? Sporadic?
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Email Newsletter Tips• Start sustainably
– Weekly? Monthly? Sporadic?• Ask permision
– This is not direct mail– Purchased lists = SPAM– Double opt-in
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Email Newsletter Tips• Start sustainably
– Weekly? Monthly? Sporadic?• Ask permision
– This is not direct mail– Purchased lists = SPAM– Double opt-in
• The ethical bribe– Entice new subscribers with something of value– Ebook | Tip Sheet | Recipes | Coupons
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Start Small
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Your Google Profile
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Your Personal Google Profile
http://www.google.com/s2/profiles/me
http://bit.ly/yourprofile
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You have a Google Profile too!
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Try Others
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Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
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Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.
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Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.• Around ½ are under 34—but that means more
than half aren’t. The over 35 group is growing quickly
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Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.• Around ½ are under 34—but that means more
than half aren’t. The over 35 group is growing quickly
• About ¾ of all US internet users are on Facebook
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Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.• Around ½ are under 34—but that means more
than half aren’t. The over 35 group is growing quickly
• About ¾ of all US internet users are on Facebook• About 70% of the Facebook user base is outside
the US!
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Facebook Profile vs. Page
• Profile = Person• Page = Business or Organization• Group – isn’t really working but is getting
better• USE THE IMAGES – profile and page
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Facebook Updates
• Mix them up– Text– Images– Videos
• Notes are particularly visible
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Cross promote
• Tell everyone about your online presence!!
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Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
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Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
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Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
• You appear more cutting edge
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Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
• You appear more cutting edge• You can sell stuff – if you don’t try too often
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Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
• You appear more cutting edge• You can sell stuff – if you don’t try too often• Writing in 140 characters will force you to
become a better writer
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Why LinkedIn?
• Professionals (the other platforms are professional and social)
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Why LinkedIn?
• Professionals• Great place to keep your online resume
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Why LinkedIn?
• Professionals• Great place to keep your online resume• You’re able to search for influencers in a
company
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Why LinkedIn?
• Professionals• Great place to keep your online resume• You’re able to search for influencers in a
company• You can set up professional groups
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Why LinkedIn?
• Professionals• Great place to keep your online resume• You’re able to search for influencers in a
company• You can set up professional groups• You can use features like the “Q&A” for
research (and the answers are all public)
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Why YouTube?
• YouTube is owned by the biggest search engine
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Why YouTube?
• YouTube is owned by the biggest search engine
• They are VERY good at making videos get found
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Why YouTube?
• YouTube is owned by the biggest search engine
• They are VERY good at making videos get found
• They are VERY good at making videos shareable
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Why YouTube?
• YouTube is owned by the biggest search engine
• They are VERY good at making videos get found
• They are VERY good at making videos shareable
• People see and hear you. They experience you.
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Why YouTube?
• YouTube is owned by the biggest search engine• They are VERY good at making videos get found• They are VERY good at making videos shareable• People see and hear you. They experience you.• Amazing analytics
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Pulling it all together for business
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3 minutes – 1000’s of people
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Additional Resources• SmallBizSurvival.com
• ChrisBrogan.com
• MainePRMaven.com
• SutherlandWeston.com
• Flyte.biz
• FundraisingCoach.com
Marc A. Pitman, [email protected]://facebook.com/marcapitmanhttp://twitter.com/marcapitman