pro ed 544-3.14.12
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Social Media 101:Tools & Tactics
PROED 544
March 14, 2012
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Page 5
2012: The Landscape
• 91% using at least 1 social network• 89% of nonprofits had a Facebook page
in 2011 – average of 6,376 members• 86% commit some employee time to
social marketing
Source: NonprofitSocial NetworkSurvey.com
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2012: The Landscape
• 97% will keep staffing allocations the same or increase them over the next 12 months
• 52% have no formal budgets for social marketing
Source: NonprofitSocial NetworkSurvey.com
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Best in Class• Size Matters.
– 30% have < $5MM annual budget
• Size Matters– Average ~100k Facebook
members (15x overall avg.)• Size Matters
– 30% have 2+ staff dedicated to managing resources
The page has pictures, tips, stats, but it also has a very engaged audience, largely in
part to the content that they are including on
the page.
Great content.Limited interaction.
The goal is to encourage and
maintain the largest online library of photos of kids
enjoying the outdoors.
The efforts of these nonprofits prove that
while having a social media campaign is one
thing, maximizing its potential is quite
another. Creating an integrated presence
across multiple resources is key, as is the
process of identifying emerging social media
resources and understanding whether their
tools could benefit an organization or not.
While these practices can be time
consuming, it should be remembered that
the success of a nonprofit’s social media
activity relies heavily on the effort that they
are willing to invest in its development.-ReveNews
Where to Start: Strategy
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Starting Out• Realistic commitment
– Time– Personnel– Budget
• Value you offer• What you want to get out of engagement
– Awareness– Members/Volunteers– Project goals– Donations/Sales
Listening:Make smarter marketing decisions
based on social listening
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Evaluate• Internal assets
– Brand– Messaging– Staff time– Donors/Customers– Website– Content management– Budget
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Evaluate• Competitive Analysis
– Competitors– Comparable organizations
• Questions– Why are they doing that?– Why isn’t that working for them?– Great ideas? – What does it tell you about audience &
market?
Community Building:Increased emphasis on building an
engaged community vs. simply amassing numbers – people, content, consistency
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EngagementCreate Engaging
Content & Environments
Develop Trust
Move people to action
Content:Providing unique value to readers, holistic
approach, higher engagement
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Topics of Conversation• What will your conversation be about?
– What is important to your supporters?– What do your online stakeholders want to
discuss?– What can you post that offers value?– How will you engage them?– How will you encourage them to take
specific action?
Social, Local, Mobile:More integrated campaigns combining
social media, local engagement and mobile devices
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Measurement• Measure what you need to know
– What is the key metric to track?• Building donor/customer base• Volunteer turnout• Workshop enrollment• Shared content/messaging• Donations/purchase
SEO:Strong social media sharing activities will
drive SEO results – ensure closer collaboration between search and social
Profitability:Focus on ROI – revenue,
cost savings, traffic
Source: ROI of Social Media
Source: ROI of Social Media
Source: ROI of Social Media
Source: ROI of Social Media
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Anticipate• How will you evaluate success?• Who will evaluate it?• How will staff, management and board be
kept up to date with efforts?• What will you do when something isn’t
working?• What is timeframe? Long-term? Project-
based?
Engagement
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Multi-Channel• Cross-channel promotions
– Offline-to-online– Social-to-website– E-mail-to-in-person
• Tie-in each element across platforms– Tie-in to hub: website, social platform,
physical location
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Make it a Conversation• Ask a question• Ask an opinion• Solicit input• Solicit contributions/submissions• Ask for participation
• Create an active online community for the University• Identify new prospect lists through surveys and tracking affinity
postings on the University's social media pages• Enhance prospect research by uncovering new biographical and
contextual information that can help verify a profile and/or ignite new thinking around a cultivation approach and its timing
• Encourage situations where alumni and other constituents are motivated to give because they have positive feelings towards the University
• Promote constituent milestones, alumni art exhibits/performances• Facilitate dialogue – post questions and comments• Research staff identified an alumnus whose band had an
upcoming performance and they sent a letter congratulating the lead singer on his accomplishments. They then promoted the concert on their Facebook page, encouraging other alumni to attend the show.
• The alumnus who was performing proudly posted a copy of the letter he'd received from the University on his Facebook page, thanking them for their support.
"Being fundraisers makes you so
aware of the power of giving
back, and despite the fact that
some alumni aren't donors now,
we're actively working to
strengthen relationships for the
good of William Paterson. The
secondary benefit is the potential
these relationships offer for new
or increased future gifts.“-Lyn Lazar, WPU
Page 35
It wasn’t until I started
developing our 2007 strategic
marketing plan that I finally
figured out my problem: I was
trying too hard to develop a
social networking strategy
instead of incorporating social
networking into my marketing
strategy-Brendan Hurley, Goodwill
Accessibility• Be accessible• Encourage intimacy• Be engaged• Be smart about automation
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Ease• Make it easy for people to find you
– Search engine optimization– Solid URLs– Cross-link all social media platforms– Include link in every communication
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Segment• Message supporters differently
– Who are they?– How do they give? Purchase?– How do they support you?– Where do they engage?
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Test• Test campaigns, communication and
messaging• Learn and improve
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Empower Supporters• Call to action – ask supporters to share• Three Es
– Easy– Engaging– Empowering
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Build a Relationship• Make it easy for recurring action• Be specific in what you want people to do
Page 42
Thank & Inspire
1-Hour Quick Start• Listen – (30 minutes)
– What are you and your business passionate about?– Brands, Movements, Organizations, News, Networks &
Associations, Competitors, Trends• Be Social – (15 minutes)
– Comment– Share– Contribute– Measure
• Engage – (15 minutes) – Ask for opinions, insight, experiences– Respond to questions, queries and challenges– Produce content, communicate with customers– Offer new perspective
Pitfalls
There Are Rules
47
Small Does Not = Invisible
48
49
50Act Without
Thinking
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Apparently, CVS doesn’t care. And they’re actually not “Looking forward to hearing your stories! A “request to follow” sent a week ago, has gone unanswered. A locked Twitter stream for a Community Manager is not only an oxymoron, it’s one of the Internet’s silliest moves, perhaps ever. FAIL!
“After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s Twitter bio) requesting disciplinary action be taken against the individual for their negative post,”
No Interaction
Attack Customer
52
A fun competition, an angry public – what could possibly go wrong?
Page 54
Editorial Calendar
Page 56
Editorial Calendar• Audience• Platforms• Calendar• Content
Page 57
• New Timeline Feature (goes live 3/30)– New cover photo– Sequential timeline of key events and posts
including fan comments and ability to edit the content
– No default landing pages– Only 4 visible tabs (and one of these has to
include photos)– Anchor important posts
Page 58
• New Timeline Feature, cont.– Admin section including direct messaging
and activity log – Posts by others mentioning your brand may
appear in your timeline
While Facebook has long
been a way to make
connections with
consumers, it just became
a powerful storytelling
medium, and an
opportunity for brands with
interesting stories to tell.-AdAge
Page 59
• What it means:– Need for improved content and interaction– Once a day isn’t enough– Tell your brand’s story
• Add milestones, heritage moments, organizational history
– Showcase and hide important posts– No more landing page – timeline is dynamic
• Regular checks to make sure it is representative
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• What it means:– Brand mentions in timeline
• May or may not be relevant/positive• Can opt out
– Transparent metrics• Everyone can see page’s metrics• Benchmark yourself against others
– Revamped admin section– Real time insight
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• What it means:– Private messaging to constituents– Pre-moderate all posts– Quality controls– Apps
Page 62
• Coke– A handwritten letter from the owner of Alpha Drug Co. in
Woonsocket, RI, in 1893: "In over 20 years experience of soda fountain management I have not known a beverage to be put upon the market that in point of giving universal satisfaction and extent of sales can compare with Coca Cola..."
• Starbucks– Starbucks is focused on showing it's a good corporate
citizen. For 1988, it notes that full health benefits were offered to eligible full- and part-time employees.
• President Obama
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• Ford– Nostalgia galore, including images of the first vehicle
Ford Motor Co. sold in 1903, a Model A, to Dr. E. Pfennig of Chicago for $850; another from 1913 of the world's first moving automotive assembly line at Highland Park Plant, Michigan; and Ford 's Notice of Listing on the NYSE from 1956
• Captain Morgan– Who says a timeline can't be fictional? An 1890 update from
Madrid shows a picture of a lavish dinner at a miserly baron's home; Captain Morgan says, "The Baron's monthly dinner became an unexpectedly awesome event soon after I cracked open a special bottle of my Private Stock."
Page 64
• Nonprofit Examples• Webinars• How To
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• Upload a timeline cover – No price, purchase or solicitation information– No contact information– No reference to user interface information– Calls to action
• Upload a profile photo• Upload application icons
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• Easy to use• Visually stunning• 4000% growth 2nd half of 2011• A favorite of women 25-44
The heavy presence of women
25-44 on Pinterest is what
distinguishes it from other new
social media platforms, which
are generally populated by men
18-24. Here's a site that already
has the audience everyone
wants: women and moms who
make most of the household
buying decisions.
-Huffington Post
Page 67
• Visually compelling• Inspiring• Other social platforms in use• Looking for SEO boost
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• Interesting, Unique, Inspiring• Create categories that people are looking
for• Beautiful images• Pin, repin and making it easy for others
to do the same• “Curate” not “Converse”• Top Nonprofits• 42 Nonprofit Ideas
Page 69
• Claim your company page• Complete the basic information• Go beyond the basics• Update your company status
– Authentic, relevant and short• Engage your executives• Engage your constituents
Page 70
• Specialties– Overview tab – areas of emphasis
• Video– Products & services tab – PSA, overall intro
• Banner– Up to 3 (products & services tab)
• Program descriptions• Connect thought leaders
Page 71
LinkedIn: For You
• Complete profile• Add the volunteer & causes section• Connect with colleagues and partners• Collaborate with peers and supporters in
LinkedIn Groups• Share status updates
Page 72
• Follow the real people back• Develop relationships
– Response, re-tweets, empowerment– Earn respect– Look for keywords associated with your
cause• Interaction
– Ask questions, comment back– Host chats
Page 73
• Acknowledge– Thank people, acknowledge great
content/people• Check trending topics
– May open you up to new influencers, content, ideas
• Be authentic– Limit automation– Be human
Page 74
• Partnerships are important• Strategize• Be brief
– <140 characters to allow for RT– Hashtag (#) key buzzwords
• Experiment– Pay attention to what works for others
Page 75
Appendix• Strategy
– http://www.communityorganizer20.com/2012/02/08/creating-a-social-media-strategy-the-secret-sauce/
• Facebook:– http://www.facebook.com/about/pages– http://www.facebook.com/nonprofits– http://www.adlibbing.org/2012/03/05/timeline-time-a-guide-to-the-new-facebook-pages-for-nonprofits/– http://ads.ak.facebook.com/ads/FacebookAds/Pages_Product_Guide_022712.pdf
• Pinterest– http://www.huffingtonpost.com/joe-waters/why-how-causes-should-use_b_1190956.html– http://www.arikhanson.com/2011/12/13/whats-behind-the-pinterest-craze-15-super-users-share-their-thoughts/– http://www.frogloop.com/care2blog/2012/1/13/steal-these-42-creative-pinterest-ideas-for-nonprofits.html– http://nonprofitorgs.wordpress.com/2012/02/20/five-pinterest-best-practices-for-nonprofits/
• LinkedIn– http://socialphilanthropy.wordpress.com/2012/02/28/linkedin-for-nonprofits/– http://nonprofitorgs.wordpress.com/2011/02/21/how-to-claim-your-nonprofits-company-page-on-linkedin/– http://www.connectioncafe.com/posts/2011/07-july/linkedin-step-it-up.html– http://learn.linkedin.com/nonprofits/
• Twitter– http://www.socialbrite.org/2011/04/08/10-rules-for-how-nonprofits-should-use-twitter/– http://www.interactiveinsightsgroup.com/blog1/superlist-how-to-find-connect-with-influence-people-via-social-medi
a/
• QR Codes– http://www.qrstuff.com/