Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, content marketing, social media, email marketing, YouTube or video marketing, and how to marketing to Millenials.

1. Marketing & Social Media – What’s
New?
presented for Kentucky Nonprofit
Leadership Forum
October 23, 2013

2. VP, Media + Marketing
with LEAP
12 years of experience in marketing,
both traditional and digital
MBA from University of Louisville
Adjunct Professor at Spalding
University
@christy_belden
Speak and present on a numerous
digital marketing topics
www.linkedin.com/in/christybelden
www.christybelden.com

4. www.leapagency.com
www.leapagency.com/blog
Facebook
Twitter
#sm #marketing
@leapagency

5. www.courier-journal.com
Facebook
Twitter
#sm #Marketing
@courierjournal

6. @kynonprofits
@christy_belden
@leapagency
@courierjournal
#sm
#marketing

7. Agenda
•
•
•
•
•
•
Marketing Today and Beyond
Inbound Marketing vs. Outbound/Outbound Marketing
Channels
• Content
• Social Media
• Email
• Events/Guerrilla Marketing
• YouTube
Millenials
Takeaways
Resources

8. Marketing
Today and
Beyond

12. Source: Avectra

13. Source: M+R and NTEN

14. Source: Waggener Edstrom

15. Source: Waggener Edstrom

16. Source: Waggener Edstrom

17. Source: Waggener Edstrom

18. Source: 2013 eNonprofit Benchmark

19. Inbound vs.
Outbound/Int
erruption

20. Source: http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing

22. Channels

23. Data and
Analytics

24. Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/

25. Tips
• Start small
• Try to connect donors, volunteers, participants to email, donations,
social media
• Segment groups and provide unique opportunities for each group

26. Content
Marketing

27. Google Trends for “Content Marketing”
Source: Google Trends

28. Source: NewsVend

29. Source: NewsVend

30. Source: PRDaily

34. 46% of Millenials
have read a blog
post on a
nonprofit’s site
Source: Hubspot, 2013 Millennial Impact Report

35. Mechanisms for Content Distribution
Source: NewsVend

36. Example: WWF - blog

37. Example: ASPCA - blog

38. Example: Amnesty International - Infographic

39. Tips
• Start!
• Create editorial calendars when content will be launched
• Distribute content
• Think outside of text
• Recruit guest bloggers
• Tell the stories
• Thanks volunteers
• Evergreen

40. Social Media

41. Source: MDG Advertising

42. Source: Artez

43. Source: M+R and NTEN

44. Source: MDG Advertising

45. Source: Waggener Edstrom

46. Source: Mashable

48. Source: LEAP

49. Nonprofit Hashtags
#video4change
#socimpact
#dogood
#nonprofits
#volunteer
#activism
#charity
#donate
#socialgood
#causes
#fundraising
#philanthropy
#advocacy

50. Examples: It Gets Better Project on Google+

51. Examples: American Red Cross on Pinterest

52. Tips
• Must have a detailed social media strategy
• Have a person, or a team, devoted to social media – This is not an
intern
• Executive management needs to make social media a priority – Both
personally and professionally
• Start budgeting for social media advertising
• Think outside Facebook
• Use hashtags

53. Email

55. Source: 2013 eNonprofit Benchmarks Study

56. Source: 2013 eNonprofit Benchmarks Study

57. Example - KIVA

58. Tips
• Frequent, consistent communication
• Think multimedia content
• Customize the content with personal information
• Drive the user to action

59. YouTube

60. Source: Waggener Edstrom

61. Example: Water is Life
http://www.youtube.com/watch?v=XYf82F3CHYo&list=PLNefYveISOJnZygggcNPuGvCtY_Zx-Bvj

62. Tips
• Use video to explain complex issues
• Feature the stories
• Have a call to action at the end
• Think of it as an investment

63. Events/Gueri
lla Marketing

64. Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/

65. Example: World Blood Donor Day 2013
http://www.youtube.com/watch?v=8JYUXnesH8M

66. Tips
• Think outside of the box
• Leverage social media

67. Crowdfunding

68. Source: Mashable

69. Millennials

70. Stats for Nonprofits and Millennials
• Nearly half of respondents follow 1-5 organizations on social media, while threequarters of them Like, retweet or share social content
• More than 60% of respondents said they liked when nonprofits shared stories
about successful projects or the people they help.
• Roughly two-thirds of respondents stated they receive email or e-newsletters
from 1-5 different nonprofits
• As a result of an email request, 52% signed a petition or pledge and
donated, while 49% shared or forwarded news or updates
• 51% of Millenials have visited a nonprofit’s website and connected with them on
social media
• 83% of respondents said they own smartphones, with 80% of this group noting
they prefer nonprofits to have a mobile-friendly website.
Source: Hubspot, 2013 Millennial Impact Report

71. Takeaways

72. Takeaways
• Be Everywhere
• Make your messaging relatable, relevant, sharable
• Your website is your home
• Mobile, mobile, mobile
• 80/20 rule when posting on social media
• Create
• Be Authentic

73. Resources

74. Resources - Books
Youtility – Jay Baer
The New Rules of Marketing & PR – David Meerman Scott
The Art of SEO – Eric Enge, Stephen Spencer, Rand Fishkin

75. Resources - Blogs
• Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com
• Social Brite – www.socialbrite.org
• 2013 eNonprofit Benchmarks Study – www.e-benchmarksstudy.com

76. Resources – Hashtags
Twitter Chats & Resources
#nptalk
#ynpchat
#smnpchat
#npmc
#npcons
#nptech
#14NTC

77. Questions?

78. Thank You!