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Social Media for Non Profits
- 1. March 24, 2016 SocialMedia for Nonprofits Presented by Dory Ludwig & Amy Lach May 2017
- 2. 2 Social Media forNonprofits AGENDA • Pierpont Background • Social Media Best Practices • Social Media Platforms • Social Media Strategy
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- 4. Pierpont & Nonprofits Formore than 30 years, we've worked with trade associations, member-based organizations and nonprofits to shape and facilitate dialogue with diverse stakeholders. Over the years, our teams have… • Managed trade association events • Garnered positive traditional and social media attention • Developed donor and volunteer-targeted campaigns • Built awareness that led to increased membership • Position executives as thought leaders in their fields 4
- 5. 5 Our social mediacapabilities include… • Social media strategy, management, training and best practices • Social media monitoring, reporting and intelligence gathering • Targeted traffic generation (CPC, sponsored) • Community management and social engagement (promotions, campaigns, contests) • Incorporation of social media into integrated marketing campaigns Pierpont & Social Media
- 6. Social Media BestPractices 6
- 7. 7 Set Measurable SocialMedia Goals • Start by defining how you want social media to help your business. • Establish objectives that will help set marks that can be tracked and measured. • Focus on making sure that each of your social media posts support a strategic goal.
- 8. 8 Set Measurable SocialMedia Goals Common strategic social media goals and objectives include… • Build Brand Awareness: Get the public to know your name, with a positive perception of your business. • Gain New Customers: Drive traffic to your company social media page or website. • Strengthen Customer Service: Engage with potential customers by answering questions, or help existing customers with your products or services. • Increase Engagement: Interact with your fans/followers by giving them reasons to mention your brand and refer others to do business with you.
- 9. 9 Choose the RightSocial Media Networks • It’s no lie: social media activity can be time-consuming. Trying to manage all social networks will exhaust your resources and detract from your most successful channels. • Use your target customer and their online behaviors to determine which networks will work best for your products and services. • Narrowing down the target for your business’s specific social media strategy will give you more time to create the right content for the right followers.
- 10. 10 Brand Your SocialMedia Profile Pages • The perception of your company’s identity should be uniform across all channels. You’re not only building a stronger brand, but also creating awareness and loyalty. • Make it easy for consumers to recognize your business by maintaining consistency across the following areas: • Company Description • Logo & Tagline • Tone & Voice
- 11. 11 Brand Your SocialMedia Profile Pages Company Description Use a clear, easy-to-digest description that is consistent across all your pages. Get to the point in the fewest amount of words; your customers should immediately grasp what it is that your business can do for them. Add your website in this description if you have room. Logo & Tagline Always use the same logotype for your brand. This is a huge visual which will stick with your audience. If you have a memorable tagline, maintain the same one everywhere (and try to use it in conjunction with your logo). Each social network has size specifications for cover images and profile photos. Tone & Voice What is the personality of your brand, and what kinds of words do you use to communicate? Connect with your customers in an authentic way, and in the same way across all social media.
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- 15. 15 Content: Quality overQuantity More is not always better! Just like on your website and blog, you’ll want to generate quality social media content that is valuable to your customers. A good social media content mix includes equal parts of the following types: • Promotional • Thought Leadership • Engagement with Followers Be sure that your social pages stay up-to-date with relevant and timely posts. Create an editorial calendar to help organize and schedule your social media strategy over the course of 1-3 months. Revisit it at the end of that time period, and update the calendar to reflect content types which gained the most engagement.
- 16. 16 Share Rich Content Alwaysinclude an image or video with your social media posts. Posts with a well-designed piece of creative or an engaging photo are much more likely to grab the attention of your followers. Not all organizations have the in-house support to create beautiful graphics or take professional photos. Luckily, there are online resources like Shutterstock and Visual.ly that offer a plethora of stock images and custom-made infographics. Your social media posts should leave your followers wanting more, while encouraging them to follow a call to action. So, include a link to more information whenever possible.
- 17. 17 Be Engaging, Authentic& Conversational Engagement is a two-way street. You want your supporters and brand ambassadors to know that you’re just as invested in them as they are in you. • On Twitter, follow your engaged followers and respond to their mentions. • On Facebook, like and share posts of followers who frequently like and share your posts. • On Instagram, respond to comments and @ tag friends on photos that are relevant to them. The key takeaway here is to treat social media as a way to interact with your community.
- 18. 18 Monitor Social MediaAnalytics Taking a look at your social media analytics on a weekly basis will give you the data needed to support your goals & objectives. There are a few ways to do this: through a dashboard like Hootsuite or Buffer, with Google Analytics, or by using the native tool that each specific social network may offer. Free tools are available on most platforms, but you can also pay for more comprehensive measurement tools like NUVI, Sprout, Hubspot, etc.
- 19. 19 Investigate Competitors Examine howcompetitors manage their brand on social media channels and observe which content generates interaction and engagement. Key items to monitor on competitors’ social media channels are: • Branding • Popularity • Frequency of Posts • Engagement • Types of Content
- 20. 20 Amplify with PaidContent Grassroots campaigns can grow quickly and organically on social. Your content could “go viral” overnight – although it’s not likely, so amplify your posts with paid opportunities. Sponsoring posts can go a long way, thanks to the robust targeting that the social platforms offer.
- 21. 21 Be Patient andConsistent It can take time to build a loyal following, by gaining trust and nurturing the relationship. While social media posting may be fleeting among the massive amounts of content generated every minute, it pays to implement a strategy and target the right consumers. By following these best practices with consistency and patience, you’ll be on your way to social media success!
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- 23. 23 • Facebook: postat least once a day, between 1 p.m. and 4 p.m. • Twitter: tweet and retweet relevant content as often as possible, Mondays through Thursdays between 1 p.m. and 3 p.m. • LinkedIn: post 4 to 5 times per week, Mondays through Thursdays between 7 a.m. and 9 a.m. • Google+: post at least once a day, between 10 a.m. to 2 p.m. • Instagram and Pinterest: post at least once a day Recommended Frequency & Timing
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- 25. 25 How to UseSocial Media • Lack of social media staffing and support can be one of the biggest challenges for nonprofits. • With this being the case, it becomes all the more important to share to social media as efficiently as possible, conserving your time and resources. • The three part nonprofit structure should be incorporated into your social media strategy: • Appreciation: member-based • Advocacy: humanitarian-focused • Appeals: donation-backed Source: Buffer
- 26. 26 Where Nonprofits areEngaging According to a HubSpot, the top social networks used by small-to-medium nonprofits are… • Facebook (98%) • Twitter (~70%) • LinkedIn (~55%) • YouTube (~45%) • Pinterest (~25%) • Instagram (~15%) • Google+ (~15%) • Flickr (~10%) • Tumblr (~5%) • SlideShare (<5%) Source: HubSpot
- 27. 27 15 Simple, Cost-EffectiveSocial Tactics 1. Highlight a donor of the week or month 2. Interact with relevant pages and profiles 3. Tweet to pages with specific asks 4. Create behind-the-scenes content 5. Share a user generated content 6. Encourage peer-to-peer asks 7. Ask questions in your posts 8. Enlist a group of supporters to engage with your content 9. Engage with influencers in your area 10. Discover the connections of your team 11. Appoint a social media person on your board 12. Schedule routine drive-bys of your social media accounts 13. Participate in Twitter Chats 14. Respond to everyone 15. Request nonprofit discounts for your favorite tools
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- 29. 29 For more information,please contact: Dori Ludwig, Director of Marketing Tel (713) 627-2223 [email protected] Amy Lach, Account Executive Tel (713) 627-2223 [email protected]