CNE Social Media Strategies

Transcript

1. SOCIAL MEDIA STRATEGY
3. SOCIAL MEDIA SERVICES •  Assessments •  Brand Voice •  Social Media Plans •  Campaign Strategy and Implementatio n •  Fundraising/ Crowdfunding
4. OVERVIEW •  Storytelling •  Tools –  Blogs –  Instagram –  Infographics –  Twitter and Facebook •  Tactics –  Content Strategy –  Measurement –  Editorial Calendar –  Fundraising •  CASE BREAKS & SPARKS
5. 1st Gift: THE BEST SOCIAL MEDIA GUIDE EVER
6. TIME REQUIRED •  Listening: 5 hours a week •  Participate: 10 hours •  Generate Buzz: 10-15 hours per week •  Share Your Story: 15-20 per week •  Community Building and Social Networking: # 20 hours plus per week http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html accessed October 2009
7. MARKETING
8. MARKETING IS… • WORDS • VISUALS • STRATEGY
9. What is Your Social Media Personality 1. It’s a Conversation –  As a small business or nonprofit on social media you must dance the line between getting involved in local issues and getting too involved. 2. No more than 3 Reasons to Exist 3. Who you are on Social Media Channels should match who you are in life. –  If you are a feisty advocacy organization, your tweets/posts should be feisty and fierce. If you are a conservative and safe org. your messages should follow suit.
10. SOCIAL MEDIA PERSONALITY
12. CREATE YOUR OWN •  3 Audiences •  3 Reasons to Report
13. STORYTELLING
14. “People don’t share commercials, they share emotions.” Scott Stratten via FastCompany.com
15. WHY ARE STORIES IMPORTANT?
16. YOUR STORY: CHANNELING A CHAMPION •  Your Story •  What Helped •  Transformation •  What do others need? •  What is your Call to Action
17. CRAFT YOUR STORY
18. SHIFT FROM NUMBERS TO PEOPLE
19. TOOLS
20. BLOGS •  Original Part of Web 2.0 •  Shortened form of “web log” •  Fast to update, requires little to no html knowledge •  Popular platforms: wordpress and blogspot
21. What makes a good blog? •  Compelling images and videos •  Links to other social media •  Minimum post of 1 per week •  Interactive in creating a community •  Entertain them! •  Calls to Action
22. MAKE IT SCANNABLE • Lists • Formatting • Headings • Pictures • Blockquotes • White space • KISS http://www.problogger.net/archives/2005/08/19/writing-blog-content-make-it-scannable/
23. MAKE IT SHARABLE • Articles with images get 94% more total views. • Entertaining images • Use titles and alternate text • Are you getting pinned? Check! • http://www.pinterest.com/source/ thesparkmill.com/ http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in-your- marketing-infographic/#1tbiURdlIeje1mgg.99
24. REPURPOSING CONTENT
25. Examples of Good Blogs •  recent •  Links to more info •  Links to other social media
26. Examples of Good Blogs
27. Examples of good blogs •  Use Tumblr •  Use photos •  Instagram •  Social media links •  Using hashtags
28. FACEBOOK PAGES http:// nonprofitorgs.wordpress.com/ 2012/03/04/11-inspiring- nonprofit-facebook-timelines/
29. FACEBOOK PAGES Measure and adapt
30. TO AD OR NOT TO AD
31. TWITTER ANALYTICS
32. INSTAGRAM •  An instagram is worth 1000 words •  Simple tool to create useful stories and to curate content from others
33. INSTAGRAM VIDEO •  Show Impact •  Tell Stories •  Inspire and Demonstrate Positive# Actions •  Teach Something •  Let Your Supporters Shine •  Testimonials •  Thank Supporters •  http://mediacause.org/7-ways-nonprofits-video-instagram/
34. INSTAGRAM : NPOS THAT GET IT http://www.pinterest.com/ karvetski/instagram-nonprofits- that-get-it/
35. BEST PRACTICES FOR NONPROFITS 1.  Report live 2.  Regram 3.  Add hastags to captions and like the photos of others 4.  Use third party apps –  Statigram – analytics –  Copygram – printing –  Flipagram and Slidagram 5.  One image a day 6.  Understand what makes a good instagram image 7.  Demonstrate impact, statistics in the captions
36. FREE STOCK IMAGES •  http://list.ly/l/703
37. MAKE VIDEOS •  Use what you have •  Prepare ahead of time •  Keep it short •  Choose your words carefully •  Include a call to action •  Choose good music https://www.youtube.com/watch?v=szpN6nn2sMo
38. SET UP AN E-NEWSLETTER
40. POWER OF VISUALS
41. IF DIY: BASICS OF GOOD DESIGN 1.  2-3 Fonts 2.  3-4 Colors 3.  Clean Alignment 4.  White Space 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
42. BAD DESIGN
43. IMPORTANCE OF BRAND STANDARDS
44. IMPORTANCE OF EXTRAS together marvelo Strateg Retrea Board Organi Market Sarah Milston to write: sarah@thesparkm to talk: 804.852.6409 to browse: www.thesparkm to visit: 1623 W. Broad Str Sustai The Spark Mill is a c in Richmond, VA. Our between creativity, services are for peop desire change. We leap, and everything i THE SPA together, we can do marvelous things. Strategic Planning Retreats & Training Board & Team Development Organizational Development Marketing & Social Media Sarah Milston to write: sarah@thesparkmill.com to talk: 804.852.6409 to browse: www.thesparkmill.com to visit: 1623 W. Broad Street RVA Sustainability & Fundraising The Spark Mill is a consulting practice located in Richmond, VA. Our work occupies the spaces between creativity, strategy and action. Our services are for people and organizations who desire change. We can help you start, stop, leap, and everything in between. THE SPARK MILL BIO, RESUME & SUPPORTING MATERIALS SARAH MILSTON, CFRE, MPA Sarah Milston is the founder of The Spark Mill, a Virginia firm specializing in strategy and implementation work for nonprofits and small businesses. Sarah left 10 years of working with nonprofits in fundraising, marketing, and board development to build a varied and diverse consulting practice motivated by the belief that nonprofits can and do save the world. Along the way she embraced the idea that people, organizations and groups, not just nonprofits have the power and responsibility to save the world. Whether a guide, instigator, or knowledge base, Sarah is passionate about connecting the dots and giving people the right plan and tools to make stuff happen. Committed to the nonprofit sector, Sarah earned her Masters of Public Administration (MPA) from VCU and her Certified Fundraising Executive (CFRE) credentials from CFRE International. For more information visit the website at www.thesparkmill.com/who CONSULTING AND INSTRUCTOR HISTORY Sarah Milston is the Principal Consultant at The Spark Mill, LLC. She formerly was a Senior Consultant at Floricane, LLC and at DSG Consulting as well as the owner of Milston Consulting. Currently, she is an instructor for Nonprofit Learning Point (Richmond), Southside Community Partners (Tri-Cities) and Academy for Nonprofit Excellence (Tidewater) as will begin as an instructor for the Center for Nonprofit Excellence (Charlottesville) in 2014. BREADTH OF SERVICES Please see attached chart to show the breadth of services offered from strategic planning and strategy services to development and marketing and board development and retreats.
45. SELF AUDIT •  Current State –  What do you look like? •  Tools •  Talent •  Budget •  Skills •  Future State –  Needs –  Resources –  Campaigns
46. •  Coverpage •  Square logo •  Twitter logo •  Online News Page •  Own your content SPEND TIME IN THE BEAUTY SALON
47. CREATE YOUR OWN
48. MAKING GRAPHICS: PICMONKEY
49. MAKING GRAPHICS: CANVA
50. CONTENT & TACTICS
51. TACTICS: EDITORIAL CALENDAR
52. OVERALL PLANNING
53. USING THE CALENDAR •  Consistency is key – Any schedule is fine, but be reliable. •  Proactive, not just reactive – Time sensitive news is great, but plan ahead •  Track deadlines, and stick to them – Assign and reroute if need be
55. MEASUREMENT •  You must keep asking,
56. MEASUREMENT – 7 BASIC STEPS •  Define your goals •  Define your audiences •  Define your benchmarks •  Define your metrics, get buy in. •  Define your time and costs •  Select your data collection tools •  Collect and analyze your data then turn what you have learned into action. •  Beth Kanter, Measuring the Networked Nonprofit
57. WHAT IS SUCCESS? •  Visits to website? •  Clicks? •  Likes? •  Donations? •  New Donors?
58. POWER OF VOICES
60. ACAC MIDLOTHIAN AND THE POWER OF A NETWORK
61. RVA BREASTFEEDS
62. CAMPAIGN RECAP
63. ACAC MIDLOTHIAN TODAY
64. WHAT WENT WRONG •  Did not respond immediately •  Defensive stance •  No remorse •  Did not address key # audiences •  Inconsistent message •  Turned off comments on# you tube
65. BY THE NUMBERS FACEBOOK •  Average 20 negative posts about Komen every minute •  Komen’s Facebook page saw a 288 percent increase in negative posts with a 99 percent decrease in “likes” per comment TWITTER •  Anti-Komen to pro-Komen tweets numbered 80 to 1 •  Twitter mentions focused on Komen at a rate of 2 to 1 •  Komen saw a 32,731% increase in Twitter mentions the week after the story broke, averaging 457,301 per day, up from 1,399 in a typical day# (http://cssc.uscannenberg.org/cases/v2/v2art4/)
67. IN A CRISIS? • Be attentive, be human. • Respond quickly. • Speak with a consistent # message. • DO NOT delete negative # comments. • Respond and invite # communication off line.
69. DO NOW •  Form a Team •  Set up a Crisis Protocol •  Create a pool of talented and trained champions •  Do work around worst case scenarios
71. CRISIS FAQS •  Acknowledgement of the crisis •  Details about the occurrence •  Photos or videos, if available •  How the organization found out •  Who was alerted, when, and how •  Specific actions taken in response •  Real or potential effects •  Steps taken to prevent future occurrence •  Contact information for real people at your company (http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a- social-media-crisis/)
72. CHAMPIONS
73. WHY CREATE AND FIND CHAMPIONS 1. The power of a # testimonial will outperform # anything you create. 2. Champions can open # doors faster than you can. 3. It isn’t marketing, # its genuine.
74. RECRUIT INFLUENCERS •  Find Them •  Reach out to them •  Give them all the tools they need Source: http://www.bethkanter.org/ambassadors/
75. SO WHY DO PEOPLE SHARE THINGS? http://nytmarketing.whsites.net/mediakit/pos/
77. WHO MAKES A GOOD CHAMPION? •  Basic communication skills •  Enthusiasm for the cause •  Personal connection to the NPO •  Active Facebook profile & basic social media etiquette •  Positive outlook on life •  Willingness to learn •  Time to spend on social media
78. WHERE ARE THEY? •  Your email newsletter – who is clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
79. HOW TO GET CONTENT SHARED •  Appeal to people’s motivation to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine
80. TELL A STORY •  The Issue Story – how your project solves a larger social issue •  The Local Story – how your project serves your community •  The People you serve – how the people you serve will be transformed •  The behind the scenes – sneak peek •  Innovation story – what you are doing that is unique •  Personal passion story – why your supporter is passionate
81. CRAFT YOUR STORY
83. See our post? What can you do to help? 1.  Click like. 2.  Better yet, comment. 3.  Even better, click the share button! 4.  The best, share this link (www.blahblah.com) on your page and challenge your friends to participate.  
84. GIVE THEM TOOLS
85. FUNDRAISING
86. Online Fundraising Development Storytelling Technology
88. 1.  Test your website http://mattkersley.com/responsive/ 2. E-Newsletter Metrics 3. Donation Page Checklist •  Donate Button on Homepage •  1 click from homepage •  Monthly giving option •  Branded Page •  Easy directions
90. Who are Online Donors •  90% shop online •  78% do banking and bill paying online •  Younger, more generous, in a hurry •  Comparing you to netflix and amazon •  Average age is 38-49
91. Optimize Your Website for Online Giving •  Mobile Optimization •  Revamp your About Us page, pictures, bios •  Tell stories, don’t write books •  Your premium spot is your website, above the fold •  Link to GiveRichmond, 990s •  Don’t add other links •  Keep choices simple
92. ROCKSTARS WORLD WILDLIFE FOUNDATION
93. BENCHMARKS • For every 1000 visits to web, $612 raised • 7.2% of web visitors become donors • Average one time online gift $104 • Average monthly gift, $23 • Average email open rate 15% • Fundraising page completion rate 13% • Average tweets per day 5 • Average facebook posts per day 1.1 • 15-20% of annual donations come during December
94. GREAT DONATION PAGES •  Color •  Design •  Easy to find button
95. make it easier to raise money run a campaign social media & fundraising
96. Fund/Friend/Fanraising •  Solicit Blog Posts •  Offer tweets and status messages •  Posting coverphotos
97. Cause Marketing
98. Broad View of Fundraising •  World AIDS Day 2011 •  400 gifts of only $100 – but unlimited amounts of PR, press, and good will generated.
99. CROWDFUNDING • Indiegogo • Kickstarter (no guaranteed payout) • Gofundme (no Paypal) • Crowdrise Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/
100. CROWDFUNDING •  Videos are more likely to go viral than just photos. –  why videos are more likely to go viral. http://www.ted.com/talks/kevin_allocca_why_videos_go_viral? language=en •  Your ability to tell your story is significantly increased by using video as a medium. –  http://www.ssireview.org/blog/entry/crowdfunding_for_nonprofits •  Using an organized platform gives you more legitimacy. –  Read more about the pluses and minuses of different platforms http://www.shareable.net/blog/how-to-crowdfund-your-campaign- or-non-profit •  Platforms help by creating and housing content that is easily shareable and low impact for donors. They are seamless and easy to use.
101. CROWDFUNDING: INDIEGOGO
102. CROWDFUNDING – KEEP UP THE MOMENTUM
103. Ease of Giving Indiegogo 3%, first giving 3% Go Fund Me 5%, wepay 2.9% Pitchin – free, paypal 2.9% ImRaising free, paypal 2.9% Paypal 2.9%
104. Matching Challenges
105. Timely, Broad Reach, Defined Purpose
106. Pennies in Protest 1.Decide you can do it! 2.Choose collaborators 3.Decide who gets the money 4.Set up a Facebook page 5.Set up collection page 6.Seed the account 7.Write an email 8.Write a press release 9.Spread the word 10.Contact traditional media 11.Other counter-protests 12.Distribute the money 13.Write a thank you note 14.Pay it forward http://www.penniesinprotest.com/ $14,000 in RVA in 5 days
107. Different Donors •  Donor to Donor – ie. First Giving •  Tap into wider range of givers •  What others can do is often better than what you can do
108. Say thank you, often and creatively
109. SAY THANK YOU, FAST
110. PEOPLE RAISE MONEY •  Essential lessons are still true •  Ask for money. •  Say thank you. •  Ask again.
111. RECAP & NUGGETS
112. SOCIAL MEDIA CASE STUDIES •  HealthyLove Campaign •  Amnesty International •  James House https://www.youtube.com/user/ thejameshousehelps
113. YOUR EXPERTS AND KEY RESOURCES •  Social media for social good – Heather Mansfield •  Beth Kanter’s blog: www.bethkanter.org •  Mashable - http://mashable.com/social-media/ Pew Internet & American Life Project - http://www.pewinternet.org/ •  John Haydon •  Kivi Miller http://www.nonprofitmarketingguide.com/blog/ •  NTEN •  NPENGAGE Magazine
114. SOCIAL MEDIA IS NOW ABOUT ADVANTAGES •  Be like oreo, not Susan G. Komen.