How to Drive Social Media Engagement with your Nonprofit Stories
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Social media success is something that nonprofits are finally beginning to see as a vital piece of the marketing and fundraising puzzle. But getting engagement on social channels is challenging and often daunting, especially to small nonprofits. The best way to get people to take action on social media is through thoughtful and authentic digital storytelling. In this webinar, social media storytelling expert Julia Campbell will review specific tactics and examples of nonprofits small and large that are successfully using social media storytelling to drive engagement and awareness of their organizations. What we will cover: Specific social media storytelling strategies that you can employ to connect with supporters; Real-world examples from nonprofits rocking storytelling for social media engagement; Battle-tested tools to use to rock your social media storytelling.
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How to Drive Social Media Engagement with your Nonprofit Stories
- 1. HOW TO DRIVE SOCIAL MEDIA ENGAGEMENT WITH YOUR NONPROFIT STORIES Julia Campbell TWEET @JULIACSOCIAL @WOMANSPACEINC
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000-2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Passionate digital storytelling evangelist Tweet: @JuliaCSocial TWEET @JULIACSOCIAL @WOMANSPACEINC
- 3. WHAT WE WILL COVER TODAY Specific social media storytelling strategies that you can employ to connect with supporters Real-world examples from nonprofits rocking storytelling for social media engagement Battle-tested tools to use to rock your social media storytelling TWEET @JULIACSOCIAL @WOMANSPACEINC
- 5. PEOPLE WANT STORIES! Resource: https://www.classy.org/blog/want-donors-to-give-again-read-this/ TWEET @JULIACSOCIAL @WOMANSPACEINC
- 6. Source: http://www.queerideas.co.uk/my_weblog/2015/10/the-fundraising-paradox.html TWEET @JULIACSOCIAL @WOMANSPACEINC
- 7. SOCIAL MEDIA LANDSCAPE ENTERING 2019 TWEET @JULIACSOCIAL @WOMANSPACEINC
- 8. TWEET @JULIACSOCIAL @WOMANSPACEINC Source: https://jacobsmedia.com/wait-internet-minute/
- 9. SOCIAL MEDIA USE IS GROWING TWEET @JULIACSOCIAL @WOMANSPACEINC
- 10. YOUNG PEOPLE ARE STILL USING SOCIAL MEDIA TWEET @JULIACSOCIAL @WOMANSPACEINC
- 11. HOW TO DRIVE ENGAGEMENT ON SOCIAL MEDIA WITH STORIES TWEET @JULIACSOCIAL @WOMANSPACEINC
- 12. DEFINE SUCCESS. What do you hope to accomplish? One year from now, how will you know you have succeeded? TWEET @JULIACSOCIAL @WOMANSPACEINC
- 13. KNOW YOUR AUDIENCE. What do your supporters really value? What do they want to know more about as related to our nonprofit and our work? TWEET @JULIACSOCIAL @WOMANSPACEINC
- 14. KNOWLEDGE GAPS What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET @JULIACSOCIAL @WOMANSPACEINC
- 15. 4 TYPES OF STORIES TO SHARE ON SOCIAL MEDIA TWEET @JULIACSOCIAL @WOMANSPACEINC
- 16. IMPACT STORY Life changed; trajectory altered. Not data-driven. Benefits not features. Not as much about WHAT they went through, but how they FELT. Address knowledge gaps about the population and the program. TWEET @JULIACSOCIAL @WOMANSPACEINC
- 22. INSIDER STORY Who volunteers and works with your organization? Why do they do it? What have they learned? What has been their best experience? What has been the hardest? Behind-the-scenes insight Humanize the brand TWEET @JULIACSOCIAL @WOMANSPACEINC
- 27. DONOR STORY Powerful form of social capital. Why did they give? Why do they continue to give? What does this mean to them? TWEET @JULIACSOCIAL @WOMANSPACEINC
- 31. COMMUNIT Y STORY Influential and well-respected community members. Community partners. Legislators, politicians, media personalities. TWEET @JULIACSOCIAL @WOMANSPACEINC
- 34. “SO, TELL US YOUR STORY…” What is your favorite memory? How has our organization made you feel? How did you feel when you first discovered us? What is one reason that you continue to support us? What impact have you witnessed in the community because of our work? TWEET @JULIACSOCIAL @WOMANSPACEINC
- 36. DIGITAL STORYTELLING PLATFORMS & TOOLS TWEET @JULIACSOCIAL @WOMANSPACEINC
- 37. BEFORE JUMPING ON A NEW DIGITAL CHANNEL: Is your audience there? Can you add value? What can you post that will be interesting and unique? Why are you using this channel specifically? TWEET @JULIACSOCIAL @WOMANSPACEINC
- 38. CONSIDER: Can you design and create content specific to that channel? Do you have the capacity to manage another channel? Research Knowledge Content creation Measurement/analysis TWEET @JULIACSOCIAL @WOMANSPACEINC
- 39. YOUR NEW MANTRA Quality over quantity. TWEET @JULIACSOCIAL @WOMANSPACEINC
- 40. USE YOUR SMARTPHONE Native videos on social media. Live streaming videos. Short, sweet, poignant, authentic. Provide in-the-moment updates. Thank supporters. TWEET @JULIACSOCIAL @WOMANSPACEINC
- 41. BATTLE- TESTED TOOLS Canva – https://about.canva.com/ en_in/canva-for- nonprofits/ Animoto – https://animoto.com/busi ness/non-profit WordSwag mobile app – http://wordswag.co/ TWEET @JULIACSOCIAL @WOMANSPACEINC
- 43. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/pa ges/landing/non-profit- discount-application Buffer – https://buffer.com/nonpr ofits BuzzSumo – http://buzzsumo.com/no nprofits/ TWEET @JULIACSOCIAL @WOMANSPACEINC
- 44. 3 KEYS TO SOCIAL MEDIA SUCCESS Confidence –in your voice, in taking risks, and in being yourself Consistency – showing up regularly and being present Content – that people like to watch, read, share, comment on TWEET @JULIACSOCIAL @WOMANSPACEINC
- 45. QUESTIONS? Twitter: @JuliaCSocial Julia@jcsocialmarketing.co m www.jcsocialmarketing.co m Free Facebook Group for nonprofit social media managers: https://www.facebook.co m/groups/socialmediasto rytelling/ TWEET @JULIACSOCIAL @WOMANSPACEINC
Notes de l'éditeur
- Creating engaging, well-received content is the name of the social media game. The best way to create your own high-performing social media content strategy is by completing the 3 steps that we will cover today: Brainstorm Content Categories that are laser-focused on your target audience and to your specific nonprofit; List out several different Content Types, based on what works on each social media platform, as well as the technical capacity and resources of your org; Put the Content Categories and the Content Types together into a Content Calendar.