Guide series creating the ultimate interactive experience through social media
1. Creating the Ultimate Interactive Experience Through Social Media
Presented by Mike Snusz (@mikesnusz) & Lucas Cobb (Lucas_Cobb)
WordPress for Nonprofits
Presented by Chris Wolf & Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
2. Who Is GUIDE Creative?
§ Creative on Purpose
A strategic, creative spin to nonprofit’s missions to extend reach and
create a bigger impact.
§ Team of Design and Nonprofit Experts
Backgrounds in branding, web strategy, marketing, graphic design,
content strategy, email and ex-nonprofit professionals.
§ Exclusive for Nonprofits
We only work with nonprofit organizations. We know how to create
designs that broaden reach, inspire action and mobilize audiences.
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
3. What We Do
www.GuideCreative.com
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
4. 1. What to use: Choosing your platform(s)
2. Extending your social reach
3. Creating engaging content
4. Measuring
5. Listening
Today’s Agenda
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
5. WHAT TO USE: CHOOSING YOUR PLATFORMS
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
6. What is Social Media?
Definition (via Wikipedia) - Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing techniques.
Social Media IS NOT
§ A fad
§ A replacement for traditional advertising
§ The first step
§ The magic bullet
§ FREE
§ All about YOU
Social Media IS A big deal
§ Going where your customers already are or where they want to be
§ Applicable to most companies in some way or another
§ Time-consuming
§ All about THEM
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
7. When Where to use Social Media?
§ Use social media whenever you need information or want to connect with
others.
§ To live broadcast important events you are attending to your followers
such as presentations, conferences, concerts, debates, etc.
§ To interact with major companies customer service departments when
you have an issue or praise to give.
§ When you are performing a job search.
§ When you have a legitimate question on a specific topic and you'd like
immediate feedback.
§ When you are looking to buy or sell goods.
§ For reaching new / potential constituents.
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
8. Who else uses Social Media?
§ Small business owners/entrepreneurs
§ People looking for work
§ Government
§ Nonprofits and community groups
§ Employers
§ Students
§ Schools
§ ANYONE
Types of Social Media?
§ Collaborative projects - Work and share projects (Wikipedia)
§ Blogs and micro blogs - Send and read text (Twitter)
§ Content communities - Video sharing website (YouTube)
§ Social networking sites - Add friends, join groups (Facebook)
§ Virtual game worlds - Online role-playing (World of Warcraft)
§ Virtual social worlds - Online world using avatars
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
9. Word of Mouth Goes Virtual
The three most trusted forms of advertising are:
§ Recommendations from people I know - 90%
§ Consumer opinions posted online - 70%
§ Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth marketing
accessible and available to everyone with a computer (or phone).
From This
To This
The question is, how do we engage the guy with the megaphone?
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
10. Who are the BIG Social Media Sites?
Facebook
Twitter
Flickr
Linked In
YouTube
Stumble Upon
Google+
Pinterest
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
11. Most Visited Social Media Sites?
Facebook (63%)
YouTube (20%)
Twitter (1.9%)
Google+ (1.4%)
Pinterest (1.3%)
Source: Experian Hitwise U.S. (Oct 2012)
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
12. What are nonprofits using?
Socialnomics Video
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
13. FUNDRAISING STILL LACKING
NOT
MANY
HAVE
RAISED
OVER
$10K
THROUGH
SOCIAL
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
2012 Nonprofit Social Networking Benchmark Report
Source:
A Blackbaud Production!
14. FUNDRAISING STILL LACKING
NOT
MANY
HAVE
RAISED
OVER
$10K
THROUGH
SOCIAL
Source: 2012 Nonprofit Social Networking Benchmark Report
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
15. Which should you use?
Focus time on Facebook and Twitter. Use Others to support efforts.
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
16. EXTENDING YOUR SOCIAL REACH
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
17. Website: Make it easy to ‘Like’ you
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
18. Website: Add dynamic content
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
19. Website: Build ‘social trust’
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
20. Website: Add galleries with Flickr widget
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
21. Website: Make a thank you video
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
22. Website: Offer social sharing buttons
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
23. Website: Sincerely ask for a share
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
24. Email: Integrating social media/blogs
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
25. Email: Integrating social media/blogs
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
26. Email: Integrating social media
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
27. DEVELOPING ENGAGING CONTENT:
BEST TIMES AND TYPES OF POSTS
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
28. Getting your Facebook posts seen
Facebook recently said only 16% of fans see organic content posted by
brands*
In order of In order of
importance: importance:
• Videos
• Shares
• Photos
• Comments
• Status • Likes
Updates
• Clicks
• Links
*Source: Ad Age article
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
29. Most Shared Posts
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
30. Posts with Most Comments
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
31. Most Liked Posts
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
32. Best time to post?
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
…and Facebook posts outside business hours had 20% more
Likes Comments
Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
33. Best words to use?
Facebook posts that end with a question have 15% more
Likes Comments
Words that increase engagement: Words that decrease engagement:
• Like • How
• Post • Who
• Comment • What
• Where • Did
• When • Why
• Would
• Should
Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
34. Creating engaging Tweets
Tweets…
Engagement Rate
(Replies and Retweets)
between 8am – 7pm
+30%
1-2 hashtags
+21%
under 100 characters
+17%
contain images
2x higher
Tweets…
Retweet Rate
with links
+86%
asking followers to “RT” or “Retweet”
12x higher
spelling out “Retweet”
23x higher
Source: Buddy Media’s Strategies for Tweeting: A Statistical Review
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
35. ‘Busy hours’ different for Facebook Twitter
Source: Buddy Media’s Strategies for Tweeting: A Statistical Review
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
36. DEVELOPING ENGAGING CONTENT: EXAMPLES BEST
PRACTICES
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
37. Make the most of your cover photo
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
38. Make the most of your cover photo
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
39. Use images strategically
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
40. Tell your story using Milestones
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
41. Use Photos!
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
42. Use Photos!
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
43. Use Videos
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
44. Include Links
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
45. Ask Questions
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
46. Ask Questions
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
47. Ask for Shares
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
48. Ask for Comments
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
49. Use Fill in the Blank Posts
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
51. Offer Exclusive Info
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
52. Pin your important posts
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
53. Highlight posts
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
54. DEVELOPING ENGAGING CONTENT: FACEBOOK ADS
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
55. Facebook Ads
`
• You submit content and image
• Choose either start/end dates or ongoing ads
• Highly targeted to precise audience
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
56. Facebook Ads – How Targeted?
Location
Interests
Age
Gender
Relationship status
Education
NEW! Customized audience ads
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
57. Facebook Ads – Customize Audience Ad
Possibilities:
New donors into monthly donors
P2P fundraisers who haven’t raised money yet
Lapsed event attendees
Turning subscribers into volunteers
Much, much more!
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
59. Measure: Facebook Insights
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
60. Measure: Google Analytics
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
61. Measure: Bit.ly to Shorten
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
62. Measure: Bit.ly to Track
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
64. What you should be listening for?
• OrganizaGon
Name
• Events
• Names
of
Key
Staff
• Keywords
• Program
Names
• Local
Content
• Campaigns
Names
THE TOOLS YOU CAN USE
• Search.twiQer.com
• BackTweets.com
• SocialMenGon.com
• Google
Alerts
• IceRocket.com
• Social
News
Sites
• BoardReader.com
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
65. Workshop: Social Media Listening
VIEW DOWNLOAD
Slideshare.net/ChadNorman
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
66. Seesmic http://seesmic.com
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
67. Seesmic :: Manage Everything
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
69. Social Media Tools
Below are several social media tools to help your message reach your
constituents:
Social Media Management Suites:
§ HootSuite: http://hootsuite.com/
§ Tweetdeck: http://tweetdeck.com/
§ Bottlenose (my recommendation): http://bottlenose.com/
Social Media Post Schedulers:
§ Timely: http://timely.is
§ Plan Your Posts: http://www.planyourpost.com/
§ Buffer: http://bufferapp.com/
Social Analytics:
§ TweetCharts: http://tweetcharts.com
§ Topsy: http://analytics.topsy.com/
§ TweetStats: http://www.tweetstats.com
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano
Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
70. http://www.guidecreative.com
http://www.facebook.com/nonprofits
http://www.facebook.com/marketing
http://www.facebook.com/advertising
Additional Resources
WordPress for Nonprofits
Presented by Chris Wolf Harrison DeStefano Webinar call-in number: 1-866-410-6539
Code: 843 654 3232
A Blackbaud Production!
Notes de l'éditeur
Which platforms are most popular and usedAvgnoprofitFacebook community is over 8,000 and 98% of nonprofits have a Facebook pageFoursquare (checkmark icon)
Which platforms are most popular and usedAvgnoprofitFacebook community is over 8,000 and 98% of nonprofits have a Facebook pageFoursquare (checkmark icon)
Which platforms are most popular and usedAvgnoprofitFacebook community is over 8,000 and 98% of nonprofits have a Facebook pageFoursquare (checkmark icon)
Utilizing a Twitter Widgetin your design allows you to easily pull in the latest Tweets on your Twitter account into your site and establish a vital cross-link between one of the most popular social networks today and your site. Stylized to match your design, the Twitter Widget fits seamlessly into your design and adds activity and excitement to your site.
Especially for new visitors to your website
Utilizing theFlickr Widget on your home page allows you to display your wealth of photography from Flickr on your site. Anything from most recently added images to entire image categories can be pulled from Flickr dynamically. It’s adds an exciting visual flair to your site.
A school’s social media presence is an extension of the school’s brand. What is your brand all about? Is it playful and joking or conservative and buttoned-up? It’s important that a consistent voice is implemented across all of the school’s major social media platforms — a school with an ultra-serious Facebook page and an offbeat and sarcastic Twitter account will just look like it’s having an identity crisis.Keep in mind that each platform has nuances, so the voice will never be exactly the same across all platforms. Content may need to be re-worked to fit with the feel of each platform.One more – treat your audience like you would if you were face-to-face. Offer help, give them a warm welcome, and offer the same courtesies you would in person.
EdgeRank is kind of Facebook’s way of determining what your fans will find “interesting.” You may have noticed through your personal Facebook use that not all of your friend’s statuses show up in your news feed. This is because Facebook, through your activity, has deemed them “uninteresting” to you. The same situation can applied for school’s Facebook Pages. This means that not all of your fans end up seeing your school’s Facebook posts. Depending on when you post and your fan engagement, it’s estimated about 10% of your fans will ever get to see your Facebook activity.
I collected data on more than 1.3 million posts published on the top 10,000 pages
I collected data on more than 1.3 million posts published on the top 10,000 pages
I collected data on more than 1.3 million posts published on the top 10,000 pages
You can now schedule your posts on Facebook
Engagement defined as Likes and Comments by the study
Engagement defined as Replies and Retweets by the study. Under 100 characters allows followers to add comments on RTs
A school’s social media presence is an extension of the school’s brand. What is your brand all about? Is it playful and joking or conservative and buttoned-up? It’s important that a consistent voice is implemented across all of the school’s major social media platforms — a school with an ultra-serious Facebook page and an offbeat and sarcastic Twitter account will just look like it’s having an identity crisis.Keep in mind that each platform has nuances, so the voice will never be exactly the same across all platforms. Content may need to be re-worked to fit with the feel of each platform.One more – treat your audience like you would if you were face-to-face. Offer help, give them a warm welcome, and offer the same courtesies you would in person.
Kindergarten graduation and of a student pursuing their dream
Kindergarten graduation and of a student pursuing their dream
Graduation. Sporting events, science fairs, community work, assemblies
Graduation. Sporting events, science fairs, community work, assemblies
Graduation. Sporting events, science fairs, community work, assemblies
I saw this last week and thought it was relevant for this webinar. Tough Mudder events raise money for the Wounded Warrior Project. What do they do well here? They post a photo, specifically one that’s interesting. Bonus: The photo contains their logo (important if shared). Their post is short. And it encourages people to comment, in a more casual tone. Look at all those Likes, Comments and Shares, which are helpful for their EdgeRank, along with the fact it’s a photo
I saw this last week and thought it was relevant for this webinar. Tough Mudder events raise money for the Wounded Warrior Project. What do they do well here? They post a photo, specifically one that’s interesting. Bonus: The photo contains their logo (important if shared). Their post is short. And it encourages people to comment, in a more casual tone. Look at all those Likes, Comments and Shares, which are helpful for their EdgeRank, along with the fact it’s a photo
846px x 403px
How are you doing against your goals?
How are you doing against your goals?
Track Referrals and new visitors from social sites
Free Online ToolAccess anywhere you have internetYour one stop shot for managing your social presence ..Monitoring, publishing, engaging