SOCIAL MEDIA FOR CAUSES!Hashoo Foundation | Caitlin Kaluza | @qcaitSchipul The Web Marketing CompanyPhoto: flickr.com/photos/wolfraven/1334244592
1. Social Media for Organizations
2. Strategy First
3. Social Media Event Coverage
4. Facebook Best Practices
5. Twitter Best Practices
LET’S TALK...
Photo Credit: flickr.com/photos/duncanh1/9047426263/
SOCIAL MEDIA FOR ORGANIZATIONS
Why it Matters
Active monthly users, via expandedramblings.com
70% of the worlduses Social Media
... Most people use 2 networks and have no interest in branching out
Source: theconversationmanager.com
WHAT’S IN IT FOR ME?
• Word of Mouth
• More Data Now than Ever
• Hyper-Information Customers
• Branding and Marketing
• Reactive Needs (Online PR)
Organizations who incorporate social media into fundraising campaigns generate
10xmore money
Source: 2012 Digital Giving Index
WHAT’S DIFFERENT FOR ORGANIZATIONS?
• Facebook Page instead of Profile
• Everything Represents the Brand
• Remember: There is no Delete Key
STRATEGY FIRST
Photo Credit: flickr.com/photos/51385424@N00/2223450729/
SETTING GOALS
FIND YOUR AUDIENCEhttp://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
EXAMPLE: Houston Hospice
Users on Twitter are 5x more likely to share news than any other network
Source: mediabistro.com
• Lifestyle content works well
• Curated Content - 80% are repins
• Inspiration/Aspiration• Demographic: College
Educated Women
Getting started
Listen First.Photo Credit: flickr.com/photos/48578410@N00/
Getting started
Think of social media like a cocktail party.
Keep it Consistent.
Photo Credit: flickr.com/photos/68428932@N00/4690601431/
Your Website is Your Mothership.
Make it VISUAL.
WHY?
Photo Credit: flickr.com/photos/fdctsevilla/3968090665
Tip: Integrate Visuals into
content you’re already posting
TOOLS FOR VISUAL CONTENT
madewithover.comcompfight.com
Tell People How to Talk About You
•What’s the Hashtag?
•Links to share?
• “Please RT”
Tips for monitoring #hashtags
Create Shareable Content
•Show who benefits and the impact
•Showcase your people - staff & volunteers
•Cover Events
•Stats & Education
•Think Real Time
•Say “THANK YOU!”
Think Shareable
•Top 10 Ways to...
•Hot Topics/In the News
• Infographics
•How to/FAQs
•Tag People
•Local Content
Respond to People Who Reach Out to You
COVERING EVENTS WITH
SOCIAL MEDIA
• Share the hashtag• Sense of urgency!• Assign duties ahead of time• Turn announcements into news
BEFORE THE EVENT
• Use the hashtag• Monitor what others are saying• Take photos• Get things up in real time
DURING THE EVENT
• Say thank you: video, photos, hand written cards, etc.• Tip: Plan your thank you strategy ahead• Post photos and start getting excited about next year!• Show people the impact they’ve made
AFTER THE EVENT
FACEBOOK BEST PRACTICES
OVERVIEW
• 1.11B MAU• Accounts for 90% of time spent social networking
Components• Page v. Profile• Newsfeed is main form of content consumption• Promotes engagement via Likes, Comments,
Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts
and Ads
ADMIN PANEL/INSIGHTS
FACEBOOK: PAGE• Users are 40-150 times more likely to
consume your content on their newsfeed than from your page.
• 40% of Facebook time is spent on Newsfeed compared to 12% on Pages.
• Edgerank is the algorithm that determines what gets shown in a user’s newsfeed
EDGERANK FACTORS
• Personal Interaction
• Your previous interactions with the author• Your previous interactions with the post type
• Network Reaction
• Reaction from users who have seen the post• Negative feedback
CONTENT STRATEGY
• Consider how you use Facebook
• Use rich, engaging, easy-to-consume media
• It’s not all about you - 80/20 rule
RECOMMENDATIONS
• Create a Facebook Event (create it as the “Hashoo Foundation” or “PISA” if possible)
• Fill out details like who you’re supporting, why, ticket links, etc.
• Invite your friends individually
• Add posts leading up to the event like photos, deadlines, how many tickets are left, how to donate additionally to ticket prices, etc.
TWITTER BEST PRACTICES
• 5x more likely to share News
• About 200M users (Dec. 2012)• Treats personal and brand profiles
the same• Timeline is main form of content
consumption• Promotes engagement via Mentions,
RTs and Hashtags
CONTENT STRATEGY
• Use popular hashtags - but don’t spam people• Be timely• Keep it short!• Use images and links
RECOMMENDATIONS
• Don’t feed content from Facebook, create separate messages for Twitter
• Establish a hashtag and use it
• Post photos and news events related to your cause
• Retweet others
• Create urgency with timely posts like “3 weeks left!”
Tools to Help with Implementation
SOCIAL MEDIA PLATFORMS
OTHER TOOLS
Social Media Policy Examplessocialmediagovernance.com/policies.php
More Tracking Tools
Tip: Add + on the end of any bit.ly URL to see stats
Photo Credit: flickr.com/photos/duncanh1/9047426263/
1. Social Media for Organizations
2. Strategy First
3. Social Media Event Coverage
4. Facebook Best Practices
5. Twitter Best Practices
REVIEW:
QUESTIONS?
CAITLIN KALUZAMarketing Manager
@qcait
slideshare.net/schipulblog.schipul.com
@schipul