Embed Size (px)
DESCRIPTION
Social media should be a part of your overall marketing strategy. For nonprofit organizations, it’s a way to connect with your supporters, find new volunteers and stay top of mind when it comes time for donors to strike a check. Understand the top social networks – Facebook, Twitter, Pinterest and Instagram – and how they can benefit your organization when used properly.
Citation preview
Holly A. Fisher | September 2014
Social Media 101: Get Connected, Get Focused and Get Noticed!
Today’s session:IntroductionsFacebook~ break ~ TwitterQuestions / Concerns
Is Facebook the Right Tool for You? * Who is your audience? * What are your marketing goals: Awareness? Volunteers? Donors?
Would Facebook achieve those goals?
Who Uses Facebook?* 71% of online adults (as of 9/13)
* 30 million businesses* 829 million daily active users in June 2014* 66% of users: 15-35 years old* Teens are still there* Slightly more women
Sources: Business Insider, Business2Community & Facebook
How Much Time? * 63% of Facebook users engage on a daily basis* Average user spends 40 minutes/day on Facebook* 339 million users access Facebook on mobile each month
Facebook: the Pros
1. It’s free.2. Trackable. 3. Your audience is probably already there.
Facebook: the Cons
1. It’s not totally free.2. It requires good content. 3. It requires constant care and feeding.
Setting Up Your Page
Setting Up Your Page
* Naming your page-match your other marketing -easy to search-you can only change it once
* Fill out the About section as thoroughly as you can.
Setting Up Your Page
Facebook Cover Photo 851x851
Profile Photo 180x180
Tab Photo 111x74
*Review FB page guidelines
Setting Up Your Page* Using the page as a page vs. using it as yourself.
Setting Up Your Page* Like other pages.* Invite your FB friends to like your page (if appropriate).* Allow people to comment on your page. * Allow people to tag themselves in photos.
Setting Up Your Page* Events* Photos / Photo Albums* Custom apps
Setting Up Your Page* Events* Photos / Photo Albums* Custom apps
Facebook Apps
Facebook Apps
ShortStack – shortstackapp.com
Facebook Apps
-Free up to 25,000 fans-Integrates with MailChimp, YouTube, Instagram-Create contest forms-Blog/info on changes to Facebook & best practices
Boost Your Likes* Add to your website.* Add to email signature. * Promote in email newsletter & other marketing efforts.* Generate good content.* Facebook ads.* Contests (change to FB: no like-gating).
Content, Content, Content
Ask yourself if it's engaging, interesting, useful? Is it of value to your customers?
Find your brand’s voice.
Content* Photos (most shared on FB)* Quotes* Funny e-cards / memes* Links to other useful content* Your events (also partner events)* Sponsors, donors, volunteers.* Give people a glimpse into what you do & why it matters.
80 people liked
785 people reached
Content* News of the day.* Share in real-time via mobile.* Let people know how they can help.* But, don’t be too “salesy.”
Send people to your website! Generate your own content
(blog, video).
ContentMost common reason to unlike a Facebook page is uninteresting posts.
Source: Digital Insights
Don’t Forget to Engage!
* Engage with other pages.* Respond to people’s comments and questions (even the negative ones). 35% of customer’s questions go unanswered.
When & How Often* 1-2 times a day provided it’s good stuff.* Day with highest engagement: Friday. * Do post on the weekends.* Review your Insights.
75% of the engagement on a post happens in the first 5 hours.
When your fans are online …
Facebook AdvertisingOrganic vs. Paid
* Pay to boost posts. * Pay to generate likes. * Budget of $30/month.* Start small; see what works and make adjustments.* Be strategic. * Review the FB ad guidelines.
Is This Working? * Reach, Likes, Shares, Comments* Look at Insights to review clicks and overall engagement.* Google Analytics.* Ask people how they heard about ____.* Don’t be afraid to try something and then try something else.
Is Twitter the Right Tool for You? * Who is your audience? * What are your marketing goals: Awareness? Volunteers? Donors?
Would Twitter achieve those goals?
Who Uses Twitter?* 19% of online adults (as of 1/14)
* Popular among 18-29 yr olds* 22% men vs. 15% women * 271 million monthly active users* 500 million Tweets sent/day* 78% of active users are mobile* Users spend about 20 min. * 46% users tweet at least 1/day
Sources: Digital Insights, Business Insider & Twitter
Twitter: the Pros
1. It’s free.2. Highly interactive.3. Searchable.
Twitter: the Cons
1. Saturated (500 million Tweets/day)2. Can be overwhelming.3. It requires constant care and feeding.
Setting Up Your Page
Setting Up Your Page
* Pick a username-match your other marketing -easy to type / recognize
* Don’t make account private.* Fill out the Profile.* Have some Tweets.
Setting Up Your Page
Profile photo: 400x400 pixels
Header photos: 1500x500 pixels
Twitter Terms
TweetRetweet (RT)Direct Message (DM)What’s the @ symbol all about? . @hollyannfisherHashtag #
Following / Followers* Follow people in Charleston, similar organizations, supporters.* Watch your follower/following ratio.* Search* Lists* #Hashtags* Understand this takes time.
Boost Your Followers* Add to your website.* Add to email signature. * Promote in email newsletter & other marketing efforts.* Generate good content.* Use hashtags* Twitter chat* Maybe a contest (500th follower gets a prize).
Content, Content, Content
Ask yourself if it's engaging, interesting, useful? Is it of value to your customers?
Find you brand’s voice.
Content* Photos* Quotes* Links to other useful content* Your events (also partner events)* Sponsors, donors, volunteers.* Give people a glimpse into what you do & why it matters.
Content* Share in real-time via mobile.* Let people know how they can help.* But, don’t be too “salesy.”
Send people to your website! Generate your own content
(blog, video).
Content
Use 140 characters or less.
Make it easy for people to Retweet. You can even ask for RT.
Don’t Forget to Engage!* Engage with followers AND people you hope will follow you.* Feel free to go “off point” and just engage in the topic of the day. It’s OK to talk about the weather.
When & How OftenThe lifespan of a tweet is about 18 minutes.
So you could post 2-3 times/hour if you want.
Recommend: 6 times/day.
Making the Time* Plan your Tweets in advance.* Editorial calendar.* Schedule posts (Facebook, Tweetdeck, Hootsuite, SocialOomph).* Set aside a block of time for social media each day.* This is marketing – take it seriously.
Making the Time
A word of caution about volunteers and interns.
Final Tips
Don’t connect your Facebook and Twitter accounts!
Just get started.
Questions?
Next session:InstagramPinterest
Plenty of time for questions / setup issues / ideas / brainstorming
Holly A. Fisher | September 2014
Social Media 101: Get Connected, Get Focused and Get Noticed! -- Part 2
Today’s session:PinterestInstagram~ break ~ Questions / Class Examples and Trouble Shooting
Is Pinterest the Right Tool for You? * Who is your audience (women)? * Do you have good visual content?
Who Uses Pinterest?* Women: 80%* 70 million users (21% online adults)* 40 million monthly active users * avg number of pins from female users: 158* 84% women are active* 92% of pins are from women
Sources: Digital Insights
How Much Time? * 23% use at least once a day
Popular PinningFood & DrinkDIY & CraftsHome DécorHolidays & EventsHair & BeautyWomen's FashionDesignKidsArtWeddings
Popular PinningTravelGardeningPhotographyFilm, Music, & BooksHealth & FitnessEducationHumorProductsAnimalsOutdoors
Pinterest: the Pros
1. It’s free.2. Great for boosting web traffic.3. Perfect for a female audience.
Pinterest: the Cons
1. Requires good visuals.2. You need your own content. 3. It requires constant care and feeding.
Setting Up Your Page
Setting Up Your Page* Set up as a business (analytics) * Naming your page.-match your other marketing * Fill out the About section as thoroughly as you can.* Profile Photo 160x165* Verify your website.* Can connect to Twitter.
Creating Boards* Name: descriptive & creative.* Cover pin for board.* Board description.* Group board.* Secret board.
Followers / Pins* Add ‘Pin it’ to your content.* Add Pinterest icon to email signature. * Promote in email newsletter & other marketing efforts.* Start following individuals/businesses.* Add a Pinterest app to your Facebook page.
Content* Your website content, blog posts * Quotes* Fun photos* Events* Sponsors, donors (pin their stuff!)* Retail* Create useful boards* Create fun boards
Don’t Forget to Engage!
* Pins other users’ content.* Ask people to pin on your website or in your location.* Let people know what the popular pins are.
Resources/Best Practices Guide: business.pinterest.com
When & How Often* Couple times a week * Increase your presence during peak times (holidays, travel season)
Is This Working? * Look at your website traffic.* Review Pinterest analytics.
Cool Pinterest Tools* Upload your own photos right into Pinterest
Cool Pinterest ToolsPinwords.com
Cool Pinterest ToolsPinstamatic.com
Is Instagram the Right Tool for You? * Who is your audience?* Do you have good visual content?* Can you keep up with this in real time?
Who Uses Instagram?* 200 million monthly active* 20+ billion photos shared* 23% of teens say it's their favorite network* 13% online users* 90% under the age of 35* 68% female
Instagram: the Pros
1. It’s free.2. It’s easy and quick.3. Great for a younger audience.
Instagram: the Cons
1. Requires good visuals.2. You need to be available in real-time. 3. It requires constant care and feeding.
Account Set Up* Download the free app. * Use your Twitter handle if you can.* Add a profile photo, description & website.* Start looking for folks to follow.* Can connect to Twitter and Facebook accounts.* Don’t make the account private.
Account Set Up
Account Set Up
Your Photos* Filters* Hashtags* Keep your photo description relatively short.* Tag other users* Add location
Followers* Add icon to your website.* Add to email signature. * Promote in email newsletter & other marketing efforts.* Add Instagram app to your Facebook page.* Jump in on popular hashtags (#SundayFunday #Food #NoFilter #tbt #dogsofinstagram #WHP)
Followers
Don’t Forget to Engage!
* Like other people’s photos. * Comment on photos.
Host a photo contest.-theme-hashtag-promote (website, blog, other social networks)
Content* Real-time events.* Behind the scenes of your organization.* “Real-life” activities.* Instagram videos (3-15 seconds).
When & How Often
Multiple times a day if you want.
Cool Instagram Tools* Picstitch (free app)* iconosquare.com (metrics; manage account; add to Facebook; look up contests)* picdeck.co (Tweetdeck style)
Cool Pinterest Tools
Parting Thoughts
Follow the blogs/social accounts of these tools for updates and useful case studies.
hashtags.orgtop-hashtags.com
Questions?Problems?
Account Setup Issues?
