2. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New
Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for
Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of
Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
Your topic expert: John Haydon
4. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Social media use
2000
2016
Social and mobile change everything
5. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Social media use
2000
2016
Facebook
Twitter
Instagram
Snapchat
WhatsApp
Peach
Google Plus
MySpace
Social and mobile change everything
6. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Mobile use
2000
2016
Social and mobile change everything
7. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Mobile use
2000
2016
iPhone is born on January 9, 2007
Social and mobile change everything
8. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• A recent study by The Center for Effective Philanthropy
found that 86% of donors would“gladly recommend an
organization”to a friend or colleague.
• 21% of supporters said they learned about their
organization from a friend, existing supporter.
Social is the newWord-of-Mouth Marketing
Social and mobile change everything
13. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
People
Objectives
Strategy
Tactics
1
A simple social media plan anyone can follow
The POST method was originally coined by
Charlene Li and Josh Bernoff in their book,
Groundswell (Harvard Business Review Press)
and is a proven framework for developing a
social media strategy.
14. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
People: What does your community really care about? What passions
intersect with your cause? What gets them engaged?
Objectives: How will this campaign matter? What do you want to
achieve (SMART)? Shoot low, if you’re just starting out.
Strategy: How can your goals intersect with community interests and
passions? How will you encourage actions?
Tactics: What tools and tactics will you use to achieve your strategy?
1
A simple social media plan anyone can follow
15. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Who are we trying to engage? Supporters?Volunteers? Donors?
What’s in it for them?What’s the emotional hook?
What’s in it for us? More fans? More emails? More donors?
How will we promote the campaign?What other channels will we use?
How will we measure success? Likes? Engagement Rate? Emails Acquired?
Campaign name and summary
A simple social media plan anyone can follow
16. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Download this workbook: johnhaydon.com/plan
A simple social media plan anyone can follow
18. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Engage hearts over minds
“Emotion leads to action while
reason leads to conclusions.”
Daniel Calne - Neuroscientist
19. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
•Drives action
•Loves stories
•Triggers dopamine
•Drives donor behavior
Emotion Reason
•Justifies action
•Remembers stories
•No dopamine
•Justifies behavior
Engage hearts over minds
20. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
•Drives action
•Loves stories
•Triggers dopamine
•Drives donor behavior
Emotion Reason
•Justifies action
•Remembers stories
•No dopamine
•Justifies behavior
Engagement happens here
Engage hearts over minds
22. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Storytelling is NOT:
• Statistics
• News
• Milestones
• About your org
VI) Boosting donor retention with social media
Tell better stories with this simple formula
23. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Stories make people feel:
• Happy
• Hopeful
• Inspired
• Wise
• Generous
• In the Know
VI) Boosting donor retention with social media
Tell better stories with this simple formula
24. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
“But I’m not George Lucas. I’m
just trying to raise more money”
- You
Tell better stories with this simple formula
25. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Stories are the glue that sticks people together
• Stories invite a relationship
• Stories are remembered
• Stories motivate action
VI) Boosting donor retention with social media
Tell better stories with this simple formula
26. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Hook
• Hold
• Payoff
Tell better stories with this simple formula
27. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Introduce protagonist
• Relatable and human
• Triggers emotion
• Instantly understood
The Hook
Tell better stories with this simple formula
28. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Holds their attention
• Protagonist’s goals
• Potential obstacles (internal and external)
• Presents plot questions
The Hold
Tell better stories with this simple formula
29. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Goal is reached
• Resolution of plot questions
• Invites participation
• Includes call-to-action
The Payoff (call-to-action)
Tell better stories with this simple formula
30. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
A call-to-action should be:
A) Clear and easy to understand.
B) In alignment with emotional triggers.
C) Highlighted with larger fonts or
buttons.
D) Repeated 2-3 times in the message.
E) Build trust by adding your phone
number.
Don’t forget your call-to-action!
Tell better stories with this simple formula
32. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
53% of donors say
that “achieving and
communicating
measurable results” is
prominent in their
decision making to
donate again.
Outcome stories
Types of stories you should always be telling
33. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Trending stories
Types of stories you should always be telling
34. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
1) Conversation starters
Ask fans:
• For their tips and ideas
• To share good news
• To share preferences
• To share stories
Conversation starters
Types of stories you should always be telling
35. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Let your fans be the expert:
• Strokes egos
• Takes burden off your org
• Builds loyalty
• Be consistent!
Ask followers to strut their smarts
Types of stories you should always be telling
36. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Recognizing fans:
• Makes them feel good
• Makes you look good
• Increases donor retention
Recognize donors and volunteers
Types of stories you should always be telling
37. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Invitations to share stories
Types of stories you should always be telling
39. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Update bios and headers for Facebook,Twitter and Instagram
• Promote event on Facebook cover and Twitter header
• Include date and key details in bios
• Include event URL in all campaign posts and photo descriptions
8) Prepping for your next event
40. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Review these posts with team
• Review and refine as needed
• Get notifications when published
Draft and review posts for Twitter, Instagram and Facebook
8) Prepping for your next event
41. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
• Select most engaging posts (use social Analytics)
• Edit post to include link to registration page
• Unpin after campaign is over
Pin your best posts to top of your Page (Facebook and Twitter)
8) Prepping for your next event
42. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Your Network
Your community’s
friends, family,
colleagues, etc.
Your Community
Subscribers
Donors
Volunteers
A) Start with your
database.
Launch every campaign with email
8) Prepping for your next event
43. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
VII) Launch your campaign to current supporters first
Launch every campaign with email
45. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Why this matters:
A) Gives you birds eye view.
B) Helps avoid communication conflicts.
C) Helps unify marketing channels.
D) Helps eliminate silos.
9) Keep everyone on the same page with a content calendar
46. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Step 1: Create a simple calendar (online or paper)
9) Keep everyone on the same page with a content calendar
47. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Step 2: Map out community milestones and important dates
National
day of
recognition
holidays
A)Cause-related dates
B)Relevant religious holidays
C)Important dates to
community
9) Keep everyone on the same page with a content calendar
48. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Step 3: Map out your events
National
day of
recognition
holidays
A)Fundraising events
B)Volunteer events
C)Other organizational events
VIP Gala
Walkathon
Volunteer
dance party
9) Keep everyone on the same page with a content calendar
49. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Registration
results, early
recognition of
volunteers and
fundraisers
Stories behind
registrants and
fundraisers
Step 4: Map out campaign messaging
National
day of
recognition
holidays
A)Start 30 days before event
B)Blog and social media
C)Email messages
VIP Gala
Walkathon
Volunteer
dance party
Behind the
scenes towards
walkathon
Teasers, stories,
related topics
Invite core
supporters to
share stories
with hashtag
9) Keep everyone on the same page with a content calendar
50. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Registration
results, early
recognition of
volunteers and
fundraisers
Stories behind
registrants and
fundraisers
Step 5: Map out teasers and other pre-event promotions
National
day of
recognition
holidays
A)Sponsor promotions
B)Early registration offers
C)Giveaways
VIP Gala
Walkathon
Volunteer
dance party
Behind the
scenes towards
walkathon
Teasers, stories,
related topics
Invite core
supporters to
share stories
with hashtag
Giveaway
9) Keep everyone on the same page with a content calendar
51. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Cloud technology allows you to:
1.Collaborate
2.Communicate
3.Update
All in one central doc.
Step 6: Create a marketing bank for your team
9) Keep everyone on the same page with a content calendar
52. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
A marketing bank is a single location for:
• Logos
• Photos
• Bios and Head Shots
• Boilerplate Text
• Etc.
Use can use DropBox, Google Drive or Trello
to organize your content.
Step 6: Create a marketing bank for your team
9) Keep everyone on the same page with a content calendar
53. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
When people are exposed to your messages from a variety of
channels, they are more likely to act on the goal of your message.
Step 7: Include all communications channels
9) Keep everyone on the same page with a content calendar
55. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Your content has
a mission
WE ARE
Fun
Youthful
Passionate
Hopeful
WE ARE NOT
Patronizing
Demanding
Monotonous
Passive
10) Parting thoughts
56. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Your content has
a mission
10) Parting thoughts
57. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Your content has
a mission
10) Parting thoughts
59. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Until a better idea
comes along
10) Parting thoughts
60. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Everyone is
content creator
10) Parting thoughts
61. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Content is king
Community is king
10) Parting thoughts
62. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Smart strategy
Well-defined audiences
Clear objectives
Solid call-to-action
Clear next steps
IngredientsFacebook ads are best used to enhance
a solid campaign strategy.
10) Parting thoughts
64. PRESENTED BY
JOHN HAYDON
How to Use Social Media to Engage Youth
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing
and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd and 4th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s
BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of
Philanthropy, NetworkForGood and various local Chamber of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental
Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community
TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts,
Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.