Social Media. Advanced. 2014 Cleveland Nonprofit Marketing Summit
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Social Media for Nonprofits: Advanced Cleveland Nonprofit Marketing Summit August 1, 2014
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Stephanie Pflaum brings best practices, social media insight and purpose to this presentation about measurement, success and engagement online for nonprofits. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
Transcript of Social Media. Advanced. 2014 Cleveland Nonprofit Marketing Summit
Social Media for Nonprofits: Advanced
Cleveland Nonprofit Marketing SummitAugust 1, 2014
#HANDittoCleveland @stephpflaum
74% of online adults
use social
media.
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Source: Waggener Edstrom
55% of people who engage with nonprofits via social media have been inspired to take action.
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Online giving grew 13.5% in 2013.
Source: Blackbaud
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STRATEGY
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MISSION STATEMENT
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Awareness
RetentionDriving Action
SOCIAL MEDIA GOALS
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#HANDittoCleveland @stephpflaum
Increase email list sign ups through social media channels by 500 names by October 31, 2014
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Acquire 100 new donors through social media channels by the end of 2014.
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Increase brand mentions online by 25% by August 1, 2015.
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DEFINE YOUR AUDIENCE
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SURVEYINSIGHTS
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ANALYZE CURRENT
SOCIAL FOLLOWER
S
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HOW DO THEY DESCRIBE
THEMSELVES?BIOS =
INTERESTS
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GET AUDIENCE
DATA FROM YOUR
WEBSITE
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PROMOTE YOUR BEST
CONTENT AND SEE
WHERE IT GETS
CLICKS
#HANDittoCleveland @stephpflaum
PROMOTE YOUR BEST
CONTENT AND SEE
WHERE IT GETS
CLICKS
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OBSERVE TRENDS
AROUND KEY TOPICS WITH
SOCIAL LISTENING
TOOLS
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WHICH CHANNELS SHOULD I BE USING?
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GO WHERE YOUR AUDIENCE IS
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LAWYERS ARE ON LINKED IN
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SENIORS ARE NOT
ON TWITTER,
YET?
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WHO IS ON YOU TUBE?
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EVERYONE IS ON YOU TUBE!
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YOU TUBE IS THE #2 SEARCH ENGINE
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YOU TUBE IS THE #2 SEARCH ENGINE
MARU
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YOU ARE ONLY AS GOOD AS YOUR CONTENT
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BE VISUAL
ARC offers a useful tip while injecting their brand and awareness into newsfeeds on Facebook.
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TELL STORIES
Pin caption: Follow our President & CEO Carolyn Miles for an inside look at our work for children in the US and around the world.
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USE VIDEO
Charity Water uses Instagram to tell their stories in 15 second chunks – not fancy stages, lighting or narration involved.
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INTERACT: ENCOURAG
E COMMUNIT
Y
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BE HUMAN
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EMPOWER ADVOCATESGreenpeace partnered with scientists to track whales using GPS while they migrated south through dangerous waters where the whales are hunted. Greenpeace called the campaign the Great Whale Trail and encouraged supporters to become involved by making personal fundraising pages in support of the cause. The result: over 5,000 personal fundraising pages were created raising over $120,000.
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SHOW APPRECIATION
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INSPIRE ACTION
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CELEBRATE
MILESTONES
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POST FROM
EVENTS
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ALIGN #HASHTAGS ACROSS CHANNELS
#HANDittoCleveland @stephpflaumDon’t call it ‘posting’ – call it ‘planting seeds.’ If you want your relationships to grow in social media, you have to nurture them.
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MEASURING SUCCESS
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METRICS
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TRACK YOUR SOCIAL LINKSURL Builderhttp://marketingland.com/weird-al-yankovic-social-media-case-study-91975?utm_source=marketo&utm_medium=email&utm_campaign=newsletter&utm_content=socialmedia
Bit.lyHootsuite
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SOCIAL MEASUREMENT TOOLS
50 Social Media Measurement Tools
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Channel Goal Audience Content KPIs
FacebookIncrease reach of brand content by 25% in Q3 & Q4
College students
Funny videos, stats that speak, celebrity quotes in images
Monthly post reach
TwitterIncrease conversations around new campaign
Industry professionals
Moving images, dramatic video
Conversation volume month-over-month
LinkedIn Build a community around my cause
Young professionals
Engaging, informative articles, thoughtful questions to spark discussion
Number of people who joined the group month-over-month
Sample Strategy Template
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CREATE A BLOG TO ARCHIVE YOUR GREAT CONTENT!
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USE SOCIAL MEDIA TO GROW YOUR EMAIL LIST
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THANK YOU!
Stephanie Pflaum | @[email protected] Digital Marketing StrategistFathom GOALS
