strategic tactics of social media
TRANSCRIPT
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)
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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.
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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
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Doing More with Less
Doing More with Less
AUGUSTUS ADVISORS.NET
“It’s not about what you do, but how well you do it.”
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Doing More with Less
AUGUSTUS ADVISORS.NET
“It’s not about what you do, but how well you do it.”
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Doing More with Less
AUGUSTUS ADVISORS.NET
•Social Media•Advertising •Public Relations•Donor Relations•Volunteer Relations•All Duties As Assigned 1
GFWCF| MARCH 2016 | #FortWayneNFP
Doing More with Less
AUGUSTUS ADVISORS.NET
•Social Media•Advertising •Public Relations•Donor Relations•Volunteer Relations•All Duties As Assigned 1
GFWCF| MARCH 2016 | #FortWayneNFP
AUGUSTUS ADVISORS.NET
Doing More with Less
GFWCF| MARCH 2016 | #FortWayneNFP
Thinking Strategically
Thinking Strategically
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Thinking Strategically
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Thinking Strategically
Marketing
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Thinking Strategically
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.
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Thinking Strategically
mar·ket·ingnoun \ˈmär-kə-tiŋ\: “What”
verb \ˈmär-kə-tiŋ\: “Selling”
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Thinking Strategically
Social Media
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Thinking Strategically
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)
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Thinking Strategically
so·cial me·dianoun: “Where;” a conversation. Today’s online version of deli counter or water cooler.
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Thinking Strategically
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SMART GoalsSpecificMeasurableAttainableRealisticTime-Bound
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Thinking Strategically
SMART Goals
Communication Strategies
Tactics
mea
sure
measure
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Thinking Strategically
AUGUSTUS ADVISORS.NEThttp://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
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Thinking Strategically
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● 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
AUGUSTUS ADVISORS.NET
Defining Your Audience
VolunteersEmployeesBoard MembersDonorsOther StakeholdersGeneral Public
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AUGUSTUS ADVISORS.NET
Defining Your Audience
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Defining Your Audience
AUGUSTUS ADVISORS.NEThttp://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
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Where is Your Audience
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Building Your Arsenal
Building Your Arsenal
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3CsGFWCF| MARCH 2016 | #FortWayneNFP
Building Your Arsenal
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3Cs CultivationCreationCuration
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Building Your Arsenal
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Cultivation
Marketing CollateralWebsiteAnnual ReportPhotos & VideosStoriesVolunteer Material
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Building Your Arsenal
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Creation
Volunteer StoriesPartner LocationsTestimonialsAsk Questions/PollsDay-in-Life PhotosVolunteer TipsAccount Sharing
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
Curation
National Day/Week/MonthLocal NewsHashtagsTrade JournalsIndustry Experts/QuotesBlogs/WebsitesE-Newsletters
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Building Your Arsenal
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Volunteer or Client Story
One-Page to Board
Video
Blog Post
E-Newsletter Article
Social Media
1=6GFWCF| MARCH 2016 | #FortWayneNFP
Building Your Arsenal | Hashtags
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Building Your Arsenal | Channels
hhttp://www.visitfortwayne.com/blog/GFWCF| MARCH 2016 | #FortWayneNFP
Building Your Arsenal | Channels
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● ½ of Internet Users age 18-29
are on Instagram.
● Hashtags generate more
engagement (i.e. comments and
likes).
● Calls-To-Action work.
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● 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.
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Building Your Arsenal | Facebook
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● 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.
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Building Your Arsenal | Facebook
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Posts
● 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.
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Building Your Arsenal | Facebook
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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.
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● 40 million more visits by Women
than Men.
● Grow knowledge network.
● Share the person(s) behind the
brand.
● Be generous. Retweet.
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● 25% of Men watch one
YouTube video per day.
● Videos can educate, relieve
anxiety about unknown.
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● Women dominate Pinterest use.
● Best pins = no human faces;
minimal background; dominant
colors; and good descriptions.
● Generate web or blog traffic.
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● Networking.
● Reputation Management.
● Volunteers, Board Members
and Donors all present.
● Prospecting for volunteers
opportunity.
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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
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Social Media Policy | General
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• Don’t be stupid.
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“You don’t have to have it all figured out
to move forward.” – Anonymous
Sharing Inspiration
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Let’s Give Allen County
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Let’s Give Allen County
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AUGUSTUS ADVISORS.NET
Let’s Give Allen County
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AUGUSTUS ADVISORS.NET
Let’s Give Allen County
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Account Sharing
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Account Sharing
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Consistent Branding
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Building Your Arsenal
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Digital Trends for 2016
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Video ContentMobileVirtual RealityInteractive ContentLive StreamingLocation Services and the
Internet of Things
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Answering Your Questions
Slide HeaderThank [email protected] [email protected]/HSchoegler twitter.com/withaphdigitallinkedin.com/in/HSchoegler linkedin.com/in/StephenJBailey
Presenting to Community Foundation of Greater Fort WayneMarch 11, 2016