why social media is essential for non-profits - gyk/antler

Your Presenters:

Terry Lozoff Executive Vice President

@terrylozoff

Melanie Cohn Social & Interactive Marketing Manager

@socialmel

Why is social media important to

nonprofits?

#Social4Good

@terrylozoff | @socialmel

The facts speak for themselves •  55% of people prefer social media as a way to learn

about non profits. (2012 survey)

•  92% have “Liked” nonprofit pages on Facebook.

•  59% of people donate after becoming a follower of a nonprofit’s social network. (TechImpact)

•  53% of people who follow a nonprofit on social media show their support by volunteering. (TechImpact)

Social Media is hugely important to your non profit!!!

Why create a social media strategy?

#Social4Good


Why you can’t go in

blind

•  92% of non profit professionals

are using content marketing

•  69% of non profit orgs have someone who oversees content marketing strategy

It takes a smart strategy to gain

attention, engage your audience, grow

your presence and convince people why

your organization is the one they should

follow, donate to, and share.

THE 9 COMPONENTS OF A

SOCIAL MEDIA STRATEGY I.  Position Analysis II.  Goals III.  Audience & Platforms IV.  Resources & Prioritization V.  Competitive Landscape VI.  Content Strategy VII. Community Building VIII. Measuring Results IX.  Social Media in the Marketing Mix

#Social4Good


I.  WHERE ARE YOU NOW? Understanding where your business currently is on the social media spectrum is an important first step. •  How is our presence? •  What social channels are we on? •  How engaged is our audience with us on social? •  Are people talking about us? •  Where are people talking about us? •  What are people saying?

#Social4Good


II.  WHAT ARE YOUR GOALS?

Awareness & Buzz

Fundraising & Sales

Loyalty & Engagement

#Social4Good


What are your social media goals?

Awareness & Buzz: •  Raise awareness for organization/cause •  Show impact of donations •  Create buzz for events

Fundraising & Promotions: •  Increase donations •  Recruit volunteers •  Collect email/newsletter sign-ups •  Drive event registration •  Promote sponsors

Loyalty & Engagement: •  Thank volunteers and donors •  Provide 1-on-1, timely feedback

III. WHO IS YOUR AUDIENCE AND WHERE

DO YOU FIND THEM? Knowing who your current audience is, as well as the future audience you want to connect with, has major implications on your content strategy and resource allocation.

#Social4Good


Who is your current audience and what

does your future audience look like?

Current Audience: •  Advocates •  Volunteers •  Donors •  Employees •  Sponsors •  Partners •  Likeminded Orgs

Future Audience: •  Who do we want to reach? •  How are they connected to our current audience? •  What other non-profits are they interested in? •  Where are they located?

Where do I connect with my audience?

Knowing who your audience is, who you want to reach and what your social media goals are will create a solid foundation for understanding what social platforms to focus on. The other side of the coin is understanding the different platforms and where people are talking.

Where do I connect with my audience?

Listen! •  Topsy

•  Mention

IV. WHAT RESOURCES DO YOU HAVE AND

HOW DO YOU PRIORITIZE THEM? If you had all of the resources in the world, you could win the internet. But chances are, you don’t. So you’ll have to prioritize.

#Social4Good


Understand ! There is a lot that goes into building and maintaining an effective presence on social. Don’t spread yourself to thin. •  What resources do you have in house? What resources

may you need to outsource?

Prioritize !

•  Pair social goals with audience/platform needs to understand best how to dedicate resources.

Organize

•  Create an infrastructure that works for your business.

V.  WHAT IS THE COMPETITIVE LANDSCAPE

ON SOCIAL? You probably know who most of your competitors and comparators are, but do you know what they’re doing on social media?

#Social4Good


Gaining Intel & Setting the Bar

It’s important to take a look at your direct competition to get an understanding of how they’re using social, how they are performing on social and how you fit into the mix (i.e. where are the bars set?). •  Best practices •  What’s working, what’s not? •  Opportunities to be unique •  Provide value competitors aren’t •  Market research

Measuring Up

VI. BUILDING YOUR CONTENT STRATEGY Content is at the heart of your social media presence. We’re telling a story that resonates with target audiences and engages with people in an authentic manner. The content strategy defines how this story will be communicated.

#Social4Good


Components of a Social Media Content

Strategy a.  Story Summary b.  Voice c.  Content Categories d.  Content Channels e.  Content Frequency

a.  Story Summary What is the storyline that you need to communicate about your business to the audiences you have defined? Boil it down for the year to come* •  Milestones •  Events •  Major campaigns •  Core messaging •  Fundraising goals *Content strategies should be updated on an annual basis.

The Big Picture

b.  Voice •  Defined and consistent

across social channels

•  Sets the parameters for all community managers and copywriters

Voice Examples: Humorous, Light-hearted

Voice Examples: Encouraging, Goal-

Oriented

c.  Content Categories Your story can be communicated through various categories of content. Maintain interest and value through diversity. •  Company history/philosophy •  Behind-the-scenes •  Education •  Sponsor spotlight •  Donor appreciation •  Fundraising •  Campaigns/Contests •  Cross-channel promotions •  User generated content

Content Category Examples

Company Philosophy

Donor Impact

Contest

Content Category Examples

Event Registration

Company History

Cross-channel

d.  Content Channels Content comes from numerous channels and inputs. Understanding these channels is the first step in making sure you are capturing the right content and setting up the right content infrastructure.

Local Happenings

Pop Culture

Partners

Industry News

UGC

Employees

Founders

Fundraisers

Events

Company Blog

e.  Content Frequency 43% of Facebook Fans “Unlike” a charity on Facebook because they posted too often. •  Facebook: Streamline •  Twitter: Heavy engagement •  Instagram: Keep it entertaining and interesting

VII. HOW DO I BUILD MY COMMUNITY?

Your online community is a living thing. It needs to grow. A healthy online community grows not only in size, but also in engagement.

#Social4Good


Organic Growth Organic growth occurs through: •  Quality content •  Sharing •  Word-of-mouth •  Cross promotions •  Other marketing channels

•  Marketing materials •  Email •  Events

Paid Growth •  Visibility and reach of content •  Engagement •  Community size •  Fundraising efforts

Why is paid so important? •  Precise targeting •  Cost effective •  Timely •  Mobile focus

VIII. HOW DO I MEASURE & TRACK RESULTS?

There’s not a lot on social media you can’t measure. The most important step is to set KPI’s so you can prioritize what you are tracking and how it relates back to your goals.

#Social4Good


What KPI’s can I use for Awareness &

Buzz? •  Reach/Views – page reach, content reach •  Community size •  Site traffic/new site visitors •  Inbound links •  Social mentions •  Share of voice

Reach, Views, Visits •  Facebook

Insights: •  Google Analytics:

What KPI’s can I use for Fundraising &

Sales? •  Landing page visits from social •  Social offer clicks •  Event registrations from social •  Fundraising dollars from social •  Thank you page visits from social •  Email sign-ups from social

Goal Tracking •  Google

Conversion Tracking

•  Facebook

Conversion Tracking

What KPI’s can I use for Loyalty &

Engagement? •  Community engagement •  Content interaction

•  Likes, comments, shares, retweets, favorites, repins, +1’s, regrams, etc.

•  User content, feedback •  Email sign-ups from social •  Organic reach

IX.  WHERE DOES SOCIAL MEDIA FALL INTO THE

REST OF MY MARKETING MIX?

Social media shouldn’t be looked at in a silo. It supports and provides value for your entire marketing and communications strategy.

#Social4Good


Amplifying & Adding

Value •  Social to increase

effectiveness and reach of all marketing

•  Pre, during and post events •  Feed into and support email

marketing •  Social helps SEO •  Social and market research •  Important next step actions

Events: Before, During & After

Sales,

Sponsors &

Fundraising

THE 9 COMPONENTS OF A

SOCIAL MEDIA STRATEGY I.  Position Analysis II.  Goals III.  Audience & Platforms IV.  Resources & Prioritization V.  Competitive Landscape VI.  Content Strategy VII. Community Building VIII. Measuring Results IX.  Social Media in the Marketing Mix

#Social4Good


Questions?

Follow us on Twitter!

GY&K Antler:

@antleragency / @gykmarketing

Terry Lozoff: @terrylozoff

Melanie Cohn: @socialmel

GY&K Antler