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This three hour social media seminar was given to the Androscoggin County Chamber of Commerce. It covers the basics of where social media came from, how your website and email list fits, and how to use social media for your small business or nonprofit.
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The Linked Book? FaceTwit?Demystifing social media for you and
your organization
Marc A. Pitman, The Fundraising Coach www.FundraisingCoach.com
The Guttenberg Press
A Brief History
Now a history of the web
Beyond brochureware
Blogs
More social media
We see each other
I see MY friends
I see happy customers
Self Expression all over
Even Movies by volunteers
It can be overwhelming
It gives us “extendable ears”
The 21st Century water cooler
Bold Experiment: Skittles
Establish your Goals
Establish your Goals• What action do you want people to take?– Buy something? – Tell their friends?– Sign a petition?– Make a donation? – “like” on FB ?
Establish your Goals• What action do you want people to take?– Buy something? – Tell their friends?– Sign a petition?– Make a donation? – “like” on FB ?
• Who are you trying to reach? – Boomers? Xers? Millenials?– People at work? People at home?
Some things to measure• Site visits• Page views• Average page views per visit• Time spent on your site• Number of subscribers to your email list• Number of subscribers to your blog• Number of your followers/friends/network• The number of inbound links—how many sites are linking
back to you• Number of clicks on a link• Number of “retweets”• Amount of cash generated by a landing page• Growth in affiliates to your program• Amount of site visits coming from search engines or other
specific websites (like Facebook)
Getting Started
You will make mistakes
You will make mistakes
So have a sense of humor
Forever proving that even the most serious-minded, disaster-focused institutions can have a sense of humor, Red Cross social media director Wendy Harman responded good naturedly an hour later via the account.
"We've deleted the rogue tweet but rest assured the Red Cross is sober and we've confiscated the keys."
Not only did an embarrassed Huang keep her job, but donors gave.
"While we're a 130-year-old humanitarian organization, we're also made of up human beings. Thanks for not only getting that but for turning our faux pas into something good," read the Red Cross blog.
Start small
Your own site
Drive Traffic to Your Site
All social media, while being engaging, should drive traffic back to your site:• People make bigger donations on the
nonprofit’s website than on social media• Your site is geared for your sales funnel
Blogs are great websites
Easy to update /keep freshEasy to let others helpLots of supportClean, consistent look
FundraisingCoach.com isa modified WordPress blog
Blogs
Blog Tips• Blogs stick around
– Great for search engines– Adds “permanence” for deletable emails &
disposable news clippings– Keeps you professionally sharp & up-to-date
Blog Tips• Blogs stick around
– Great for search engines– Adds “permanence” for deletable emails &
disposable news clippings– Keeps you professionally sharp & up-to-date
• Repurpose content– Newsletters, press releases, ads
Blog Tips• Blogs stick around
– Great for search engines– Adds “permanence” for deletable emails &
disposable news clippings– Keeps you professionally sharp & up-to-date
• Repurpose content– Newsletters, press releases, ads
• Most people won’t come to your blog– Make RSS feed & email options easy to find
More Blog Tips• Find your voice
– No one sees the world exactly as you do– Experiment with formal/informal,
opinionated/general to see what generates comments
More Blog Tips• Find your voice
– No one sees the world exactly as you do– Experiment with formal/informal,
opinionated/general to see what generates comments
• Schedule it on your calendar– The habit of blogging takes time– I find every other week manageable, some like daily– Schedule your publishing (I write Sundays, publish
Tuesdays
Email Newsletters
Email Newsletter Tips• Start sustainably
– Weekly? Monthly? Sporadic?
Email Newsletter Tips• Start sustainably
– Weekly? Monthly? Sporadic?• Ask permision
– This is not direct mail– Purchased lists = SPAM– Double opt-in
Email Newsletter Tips• Start sustainably
– Weekly? Monthly? Sporadic?• Ask permision
– This is not direct mail– Purchased lists = SPAM– Double opt-in
• The ethical bribe– Entice new subscribers with something of value– Ebook | Tip Sheet | Recipes | Coupons
Start Small
Your Google Profile
Your Personal Google Profile
http://www.google.com/s2/profiles/me
http://bit.ly/yourprofile
You have a Google Profile too!
Try Others
Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.
Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.• Around ½ are under 34—but that means more
than half aren’t. The over 35 group is growing quickly
Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.• Around ½ are under 34—but that means more
than half aren’t. The over 35 group is growing quickly
• About ¾ of all US internet users are on Facebook
Why Facebook?
• More than 500,000,000 active users on Facebook. That’s 1 in every 13 people on earth.
• ½ of them log in daily.• Around ½ are under 34—but that means more
than half aren’t. The over 35 group is growing quickly
• About ¾ of all US internet users are on Facebook• About 70% of the Facebook user base is outside
the US!
Facebook Profile vs. Page
• Profile = Person• Page = Business or Organization• Group – isn’t really working but is getting
better• USE THE IMAGES – profile and page
Facebook Updates
• Mix them up– Text– Images– Videos
• Notes are particularly visible
Cross promote
• Tell everyone about your online presence!!
Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
• You appear more cutting edge
Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
• You appear more cutting edge• You can sell stuff – if you don’t try too often
Why Twitter?
• You can listen to anyone without their special permission (they know their tweets are public)
• You can access decision makers and influencers directly
• You appear more cutting edge• You can sell stuff – if you don’t try too often• Writing in 140 characters will force you to
become a better writer
Why LinkedIn?
• Professionals (the other platforms are professional and social)
Why LinkedIn?
• Professionals• Great place to keep your online resume
Why LinkedIn?
• Professionals• Great place to keep your online resume• You’re able to search for influencers in a
company
Why LinkedIn?
• Professionals• Great place to keep your online resume• You’re able to search for influencers in a
company• You can set up professional groups
Why LinkedIn?
• Professionals• Great place to keep your online resume• You’re able to search for influencers in a
company• You can set up professional groups• You can use features like the “Q&A” for
research (and the answers are all public)
Why YouTube?
• YouTube is owned by the biggest search engine
Why YouTube?
• YouTube is owned by the biggest search engine
• They are VERY good at making videos get found
Why YouTube?
• YouTube is owned by the biggest search engine
• They are VERY good at making videos get found
• They are VERY good at making videos shareable
Why YouTube?
• YouTube is owned by the biggest search engine
• They are VERY good at making videos get found
• They are VERY good at making videos shareable
• People see and hear you. They experience you.
Why YouTube?
• YouTube is owned by the biggest search engine• They are VERY good at making videos get found• They are VERY good at making videos shareable• People see and hear you. They experience you.• Amazing analytics
Pulling it all together for business
3 minutes – 1000’s of people
Additional Resources• SmallBizSurvival.com
• ChrisBrogan.com
• MainePRMaven.com
• SutherlandWeston.com
• Flyte.biz
• FundraisingCoach.com
Marc A. Pitman, [email protected]://facebook.com/marcapitmanhttp://twitter.com/marcapitman
