Princeton Community Works 16 - Social Media
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Taking Social Media to the Next Level. For non profits, foundations, NGOs
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Princeton Community Works 16 - Social Media
- 1. TAKING SOCIAL MEDIA TO THE NEXT LEVEL Colleen Miller Miller Social Media col237@gmail.com January 25, 2016
- 2. AGENDA • Building audience • Content is Critical & Storytelling • Your Visual Brand • Integrating with Other Areas (Fundraising)
- 3. BUILDING AUDIENCE Looking at the horizon!
- 4. BUILD AUDIENCE 1. Increase engagement & activity 2. Evaluate your posting frequency, timing 3. More frequency! (Appropriate to the channel) 4. Schedule (and Follow up) 5. Monitor your topic, sector 6. Find the influencers, hashtags (http://hashtagify.me/hashtag/nonprofit) 7. Become a hashtag ninja - #CommWorks16
- 5. BUILD AUDIENCE - TWITTER
- 6. WORKING WITH VOLUNTEERS - FACEBOOK Facebook Groups – Closed or Open Higher level of content delivered to group members Allows for collaboration, questions Higher engagement with volunteers – Photos, thank yous
- 7. SCHEDULING SOCIAL MEDIA - TOOLS
- 8. POST FREQUENCY BY CHANNEL Source: http://blogs.forrester.com/nate_elliott/15-09-15-how_does_your_brand_stack_up_on_facebook_twitter_and_instagram
- 9. ADVERTISE Multiple channels now allow advertising – Facebook, Twitter, LinkedIn.
- 10. CONTENT IS CRITICAL Take supplies for the journey.
- 11. CONTENT Curation – Find, annotate, share Original content – stories, photos, videos (Facebook, Youtube, Instagram, Vine) Snippets (attention span reduced, mobile) – short bursts of info Keep important info upfront To link or not to link
- 12. CONTENT Trello.com – Free project management tool
- 13. VISUAL BRANDING It’s all about your eyes!
- 14. GET VISUAL! Define Your Voice – Know Your Audience What Sets You Apart? Adjectives – Fun and energetic? Serious? Youthful? Caring? Inspirational? Make a plan to be more visual Take photos! Get copyright free photos/fonts Encourage others to share photos Assemble tools
- 15. CANVA
- 16. VISUAL & SOCIAL Learn about the Visual aspects of: Twitter (Periscope), Facebook, LinkedIn Visually-oriented platforms – Instagram, Pinterest, Vine, SnapChat, Tumblr, Youtube, Vimeo
- 18. ENGAGEMENT ON VISUAL Instagram tips: Manage comments and mentions. Use hashtags Use link in bio Repost with credit
- 19. VISUAL Considering up to 90% of information transmitted to the brain is visual, it’s no surprise that people respond well to great design. Yet keep track of what’s current. • Tweets including an image receive 18% more clicks, 89% more favorites and 150% more retweets. • Photo posts on Facebook brand pages now have the lowest average organic reach, Socialbakers data shows. The average video post is seen more than twice as often. • Instagram engagement as a % of followers fell in 2015.
- 20. INTEGRATING Support team for the journey.
- 21. CROWDFUNDING • Indiegogo https://www.indiegogo.com/projects/cuddle-kind-knit-dolls-that-help- feed-children#/story • Gofundme https://www.gofundme.com/nnja69z6 • Kickstarter https://www.kickstarter.com/projects/deltamouth/delta-mouth-literary- festival-2016
- 22. HAPPY TRAILS! Colleen Miller Miller Social Media col237@gmail.com
Notes de l'éditeur
- • Building audience • Content is Critical & Storytelling • Your Visual Brand • Integrating with Other Areas (Fundraising)
- Social media can get very overwhelming and detailed. Keep your eyes on the horizon. Emphasize the big picture! Building audience is a process. It takes time to genuinely build real relationships. Better to under promise and over deliver.
- Increase engagement - Join the conversation. Share, acknowledge, respond and follow back. Ask questions. Share different content types – photos, videos, infographics. Borrow! Increase activity on other’s channels by liking, sharing, RTs, Click throughs. Evaluate frequency – Use analytics, Insights to see when your audience is engaging. Timing when your audience wants to hear from you. More frequency is almost always a good thing. Schedule to keep the content flowing Track your topic / sector – Feedly (feedly.com) or Google Alerts (news.google.com) Use Hashtagify.me to find hashtags in your topic… Set up hashtags for your events, your group. Use every possible function – Events function in FB.
- Tweet more – Twitter is naturally used to more content moving through so you can tweet more. This is my Hootsuite view of @PrincetonCW – Community Works’ Twitter stream. Lost pwd so set up new account. More tweets more followers. Follow Friday. Thank people, tag people. Check analytics – analytics.twitter.com
- Facebook groups – Good way to manage a small to medium group of people - think volunteers or staff Threaded comments now makes it better to manage. Do need someone to manage and answer questions.
- Schedule – Use tools to schedule, manage accounts. Hootsuite allows you to manage many multiple accounts. Here I am scheduling a tweet about data centers. Note the use of one hash tag… Hootsuite – Free up to 3 profiles, schedule, no team members. Pro is $10 per month. Connect with 35 social channels (Instagram must use mobile app) Postplanner - $7 per month, 5 profiles, 50 posts per day, Facebook & Twitter (some Pinterest support) TweetDeck - Free app from Twitter – allows scheduling *Instagram still requires a mobile device to make actual post.
- Forrester research – shows that brands are more frequent on Twitter, Pinterest, less frequent on Facebook, LinkedIn, Instagram.
- Facebook - Advertising brings attention! Promoted posts called “Boosted Posts” or Ads. Ads to promote your website. Good resource Jon Loomer on Facebook ads. http://www.jonloomer.com/ You can advertise on Twitter as well with Promoted Tweets. Linked in has ads too. Paid is not a quick start method, but complementary to the organic reach.
- Sources of content – get to know your sector! News stories, research, other nonprofits, academia… Internal news – new hires, awards, events Blogs – columns, opinions, public policy How to, tips, resources Feedly! Build stories over time… Humans of New York Short, short, short – attention span of a flea Important info first Mix it up! Sometimes link, sometimes include all the details right there.
- How do your go about Managing Content? How do you work with teams? Trello – free service
- What is a Visual Branding? Using photos, illustrations, color, typefaces (fonts), graphics to convey meaning -- share a vision or boost a campaign Directly and subliminally communicate your orgs’ values, personality Our brains think in pictures!
- Ask strategy questions first. Know your audience, what differentiates you from others like you. Branding questions – what is mood and appearance do you want to convey Plan to be visual Take photos – phones, digital cameras – take a class, read blogs, find a volunteer who takes good photos Copyright free photos – Unsplash Encourage others – set up a hashtag and encourage it Assemble tools before hand… get familiar with them De saturated photos – Get more clicks! Tools – Canva, Pixlr –free photoshop
- Canva is a great fee service, in app purchase of the graphics $1.00-$3.00 Sizes are pre-designed… (Canva.com)
- You can use Twitter to Livestream through Periscope You can upload videos direct to Facebook! Facebook prefers this! Youtube allows editing and processing in their Interface (Youtube is 2nd biggest search site!) You can add video already added to Youtube or other services into your LinkedIn profile. Edit profile, summary, click on media icon. Explore visual platforms Instagram – It’s all about the images! Use hashtags. Set up hashtags and get people to use them. Contests, events. Instagram uses videos too Pinterest – Great for products, how-tos, use hashtags. Scheduler called Tailwind. Vine – 7 secs of video that loops. SnapChat – Snaps and stories for brands. Stay for 24 hours. Events – concerts, etc. Tumblr – blogging platform with few words, big for youth Vimeo – Video platform – higher quality content SnapChat #1: Provide Specialized Content Many brands use Snapchat because of its authenticity. You can use this attribute to strengthen your community ties by publishing content that shows a similar but different side to your brand. #2: Surprise Fans With Promotions and Perks Social media giveaways and contests are some of the best ways to build customer loyalty, and Snapchat users love them. Use snaps to offer insider access, promo codes or discounts with a Snapchat scavenger hunt. Drive users to your Snapchat account from your other social channels. #3: Involve Fans in Your Story Social media should be a two-way conversation with your community. Engage your followers by asking for their participation. For example, ask them to send in a selfie featuring your product or create a video on why they love your product. To create more meaningful relationships, make sure you reply to your fans. You can do this within the chat feature or send back a photo thanking them. #4: Include Branding Elements in Snaps Snapchat allows you to connect with your community and further enhance your brand’s voice and tone in a creative way. Your Snapchat story, which is a reflection of your brand, can promote your products or offer behind-the-scenes moments, employee activities or interviews with key stakeholders. When you do, make sure the snaps you share include your brand‘s logo or signature colors.
- Instagram engagement still rules.
- Getting Engagement - use http://iconosquare.com/ for analytics, best times to post Instagram tips: Manage comments and mentions. Use hashtags Use link in bio Repost with credit Use graphics when you don’t have a photo Working with your audience Acknowledging and encouraging users who are sharing content Identifying opportunities to right or improve a user’s experience. Finding user-generated content to curate. Interacting with users, even when your aren’t mentioned
- Read socialmediatoday.com Socialmediaexaminer.com
- Thinking about integrating social into online fundraising, particularly crowd funding.
- Research what others are doing Have your visual brand ready Tell your story with video, photo or graphics Have your goals and giveaways mapped out Plan social media campaign to support your crowdfunding campaign