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.

1. Social Media for Nonprofits: Advanced
Cleveland Nonprofit Marketing Summit
August 1, 2014

2. #HANDittoCleveland @stephpflaum
74% of
online
adults use
social
media.

3. #HANDittoCleveland @stephpflaum
Source: Waggener Edstrom
55% of people who engage
with nonprofits via social
media have been inspired
to take action.

4. #HANDittoCleveland @stephpflaum
Online giving
grew 13.5% in
2013.
Source: Blackbaud

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STRATEG
Y

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MISSION STATEMENT

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Awareness
Retention
Driving
Action
SOCIAL
MEDIA
GOALS

8. #HANDittoCleveland @stephpflaum

9. #HANDittoCleveland @stephpflaum
Increase email list sign ups
through social media channels by
500 names by October 31, 2014

10. #HANDittoCleveland @stephpflaum
Acquire 100 new donors through
social media channels by the end
of 2014.

11. #HANDittoCleveland @stephpflaum
Increase brand mentions online
by 25% by August 1, 2015.

12. #HANDittoCleveland @stephpflaum
DEFINE
YOUR
AUDIENCE

13. #HANDittoCleveland @stephpflaum
SURVEY
INSIGHTS

14. #HANDittoCleveland @stephpflaum
ANALYZE
CURRENT
SOCIAL
FOLLOWERS

15. #HANDittoCleveland @stephpflaum
HOW DO THEY
DESCRIBE
THEMSELVES?
BIOS =

16. #HANDittoCleveland @stephpflaum
GET
AUDIENCE
DATA FROM
YOUR
WEBSITE

17. #HANDittoCleveland @stephpflaum
PROMOTE
YOUR BEST
CONTENT
AND SEE
WHERE IT
GETS

18. #HANDittoCleveland @stephpflaum
PROMOTE
YOUR BEST
CONTENT
AND SEE
WHERE IT
GETS

19. #HANDittoCleveland @stephpflaum
OBSERVE
TRENDS
AROUND KEY
TOPICS WITH
SOCIAL
LISTENING

20. #HANDittoCleveland @stephpflaum
WHICH
CHANNELS
SHOULD I
BE USING?

21. #HANDittoCleveland @stephpflaum
GO WHERE YOUR AUDIENCE IS

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LAWYERS ARE ON LINKED IN

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SENIORS ARE
NOT ON
TWITTER,
YET?

24. #HANDittoCleveland @stephpflaum
WHO IS ON YOU TUBE?

25. #HANDittoCleveland @stephpflaum
EVERYONE IS ON YOU TUBE!

26. #HANDittoCleveland @stephpflaum
YOU TUBE IS
THE #2
SEARCH
ENGINE

27. #HANDittoCleveland @stephpflaum
YOU TUBE IS
THE #2
SEARCH
ENGINE
MARU

28. #HANDittoCleveland @stephpflaum
YOU ARE ONLY
AS GOOD AS
YOUR
CONTENT

29. #HANDittoCleveland @stephpflaum
BE VISUAL
ARC offers a useful tip while
injecting their brand and awareness
into newsfeeds on Facebook.

30. #HANDittoCleveland @stephpflaum
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.

31. #HANDittoCleveland @stephpflaum
USE VIDEO
Charity Water uses Instagram to tell their
stories in 15 second chunks – not fancy
stages, lighting or narration involved.

32. #HANDittoCleveland @stephpflaum
INTERACT:
ENCOURAG
E

33. #HANDittoCleveland @stephpflaum
BE HUMAN

34. #HANDittoCleveland @stephpflaum
EMPOWER ADVOCATES
Greenpeace 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.

35. @stephpflaum
SHOW
APPRECIATION

36. #HANDittoCleveland @stephpflaum
INSPIRE ACTION

37. #HANDittoCleveland @stephpflaum
CELEBRAT
E
MILESTONE
S

38. #HANDittoCleveland @stephpflaum
POST
FROM
EVENTS

39. #HANDittoCleveland @stephpflaum
ALIGN
#HASHTAG
S ACROSS
CHANNELS

40. #HANDittoCleveland @stephpflaum
Don’t call it ‘posting’ –
call it ‘planting seeds.’
If you want your
relationships to grow
in social media, you
have to nurture them.

41. #HANDittoCleveland @stephpflaum
MEASURING
SUCCESS

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METRICS

43. #HANDittoCleveland @stephpflaum
TRACK YOUR SOCIAL LINKS
URL Builder
http://marketingland.com/weird-al-yankovic-social-media-case-
study-
91975?utm_source=marketo&utm_medium=email&utm_campaign
=newsletter&utm_content=socialmedia
Bit.ly
Hootsuite

44. #HANDittoCleveland @stephpflaum
SOCIAL MEASUREMENT
TOOLS
50 Social Media Measurement Tools

45. #HANDittoCleveland @stephpflaum
Channel Goal Audience Content KPIs
Facebook
Increase reach of
brand content by 25%
in Q3 & Q4
College students
Funny videos, stats
that speak, celebrity
quotes in images
Monthly post reach
Twitter
Increase
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

46. #HANDittoCleveland @stephpflaum

47. #HANDittoCleveland @stephpflaum
CREATE A
BLOG TO
ARCHIVE
YOUR
GREAT
CONTENT!

48. #HANDittoCleveland @stephpflaum
USE SOCIAL
MEDIA TO
GROW
YOUR
EMAIL LIST

49. #HANDittoCleveland @stephpflaum
THANK YOU!
Stephanie Pflaum | @stephpflaum
spflaum@fathomdelivers.com
Senior Digital Marketing Strategist
Fathom GOALS