Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It?

Social Media: Does It Actually
Get Results? How Can I Coach
Nonprofits to Use It?
by Annie Lynsen
of Small Act
www.smallact.com
Event hashtag: #FINday2013
Thursday, October 24, 13

What are we
going to cover?


What are we
going to cover?
Overview of social media


What are we
going to cover?
Platforms: Twitter and Facebook


What are we
going to cover?
Strategy


What are we
going to cover?
Strategy
Brand presence vs. campaigns


What are we
going to cover?
Strategy
Etiquette


What are we
going to cover?
Strategy
Etiquette
Measurement

What are we
going to cover?
Strategy
Etiquette
Measurement
And case studies

Key takeaways


Key takeaways
Nobody can afford to ignore social
media.


Key takeaways
media.
Social media rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.


Key takeaways
media.
Each net work has its own strengths
and strategies, and they may not all be
right for each organization.


Key takeaways
media.
right for each organization.
Listen, be nice, and measure everything.

Socialnomics video

http:/
/smallact.com/blog/
socialnomics-2013-video

It’s not a communication change.
It’s a cultural revolution.



Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION


Facebook users
have uploaded 250
BILLION photos
since launch

Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION


Traditional media vs.
Social media


In what ways are nonprofits
using social media?


using social media?
Brand awareness


using social media?
Brand awareness
Customer ser vice channel


using social media?
Brand awareness
Word-of-mouth campaigns


using social media?
Brand awareness
Word-of-mouth campaigns
Building relationships with their
donors/members


How can social media be used
(effectively) in marketing?


Get around advertising fatigue &
ineffectiveness


ineffectiveness
“Humanize” the brand/give the brand
personality


ineffectiveness
personality
Offer better, on-the-spot customer
service/responses to questions


ineffectiveness
personality
Offer better, on-the-spot customer
service/responses to questions
Find donors/members where they spend
the most time

But...does it get results?


No.


Maybe.


Yes!


What about nonprofits?


AMERICAN HEART ASSOCIATION:

AHA changed the context of connecting with
consumers at events from paper and clip board to text
messaging. Donations increased 5X through text
messaging in just 10 minutes versus the manual
process that took days, even weeks, and costed more.


HELPING HANDS:

A local affiliate of the Oregon Food Bank sponsored a
Thanksgiving fun run, Give N’ Gobble. The race director
hired Bonfire Social Media to create a search
optimized blog, Twitter and Facebook pages. The blog
served as a platform for race news, interviews, photos
and easy race registration. Donations increased by
almost 50% versus the previous year; runners
increased by over 25%; volunteers increased 2X; web
traffic increased 76%; pages indexed by search engines
increased by 150%.

Platforms
Where can you do stuff?


Twitter

What is Twitter?


What is Twitter?
Twitter is a website which lets you send
and read messages called t weets.


What is Twitter?
Tweets are text-based posts of up to
140 characters.


What is Twitter?
Tweets are text-based posts of up to
140 characters.
Users “follow,” or subscribe, to various
people’s t weets so they can read their
updates.


Why bother?


Why bother?
Twitter has plenty of time for your
organization.


Why bother?
organization.
Public t weets often end up at the top of
Google searches.


Why bother?
organization.
Public t weets often end up at the top of
Google searches.
Do you want to create an account when
times are good, or when a crisis hits?


General Twitter strategy:
Relationship cultivation


Relationships ➡ inspiration ➡
expanding your net work.


Provide value to the masses, but speak
to individuals as individuals when you
can.


Provide value to the masses, but speak
to individuals as individuals when you
can.
Bottom line: More supporters, more
money.


What is Facebook?


What is Facebook?
Facebook is the world's most popular
social net working website.


What is Facebook?
Users share “status updates,” pictures,
videos, links, etc.


What is Facebook?
Users share “status updates,” pictures,
videos, links, etc.
The updates of your friends (and brands
you follow) appear in your “News Feed.”


Why bother?
Huge, highly-engaged audience (1.15
billion, 699 million check daily).


Why bother?
User-friendly, inexpensive advertising
you can target very specifically based
on people’s demographics AND interests.


Why bother?
Can drive tons of traffic to your
website.


Why bother?
Can drive tons of traffic to your
website.
Fun fact: 46% of millionaires are on
Facebook, vs. 19% on LinkedIn

General Facebook strategy:
Daily, share-able posts


Post a few times a week.


Share links your audience will find
useful.


Share links your audience will find
useful.
Use photos a LOT.


Other places to consider
sharing


sharing
Highly-visuallydriven


sharing
Pinterest


sharing
Pinterest
Instagram


sharing
Pinterest
Instagram
Location-based


sharing
Pinterest
Instagram
Location-based
Foursquare


sharing
Pinterest
Instagram
Location-based
Foursquare


SEO/traffic-building

sharing
Pinterest
Instagram
Location-based
Foursquare


Google+

sharing
Pinterest
Instagram
Location-based
Foursquare


Google+
Reddit

sharing
Pinterest
Instagram
Location-based
Foursquare


Google+
Reddit
Video

sharing
Pinterest
Instagram
Location-based
Foursquare


Google+
Reddit
Video
YouTube

sharing
Pinterest
Instagram
Location-based
Foursquare


Google+
Reddit
Video
YouTube
Vimeo

sharing
Pinterest
Instagram
Location-based
Foursquare

Google+
Reddit
Video
YouTube
Vimeo
Instagram video


sharing
Pinterest
Instagram
Location-based
Foursquare

Google+
Reddit
Video
YouTube
Vimeo
Instagram video
Vine


Strategy
Gettin’ it done


Questions to ask before
you do anything


you do anything
What do we want to get out of this?


you do anything
Who is our audience?


you do anything
What stories resonate for our audience?


you do anything
What stories resonate for our audience?
What/who do we need in place to start?


How do you get started
building a brand presence?


Listen


Listen
Engage


Listen
Engage
Test


Listen
Engage
Test
Wash, rinse, repeat


Brand- building vs.
campaigns


Brand- building vs.
campaigns
Brand-building


Brand- building vs.
campaigns
Brand-building
Fewer short-term but more long-term gains


Brand- building vs.
campaigns
Brand-building
Establishes a “voice”


Brand- building vs.
campaigns
Brand-building
Builds trust


Brand- building vs.
campaigns
Brand-building
Builds trust
Campaigns


Brand- building vs.
campaigns
Brand-building
Builds trust
Campaigns
Mostly short-term gains, possible long-term
gains


Brand- building vs.
campaigns
Brand-building
Builds trust
Campaigns
Mostly short-term gains, possible long-term
gains
Quick acquisition of followers & buzz

Think of it like “The Rocky
Horror Picture Show”


Audience participation is key.


Antici...pation works.


Show your favorite obsession: Strive to
be a thought leader.


“Don’t dream it, be it!” Take risks!


Good brands (examples)


Etiquette


Etiquette
Humanize your profile


Etiquette
Be personal


Etiquette
Be personal
Contribute


Etiquette
Be personal
Contribute
Content is king!


Etiquette
Be personal
Contribute
Content is king!
Rarely ask others for promotion


Etiquette
Be personal
Contribute
Content is king!
Do promote other’s content (12:1 rule)


Etiquette
Be personal
Contribute
Content is king!
Do promote other’s content (12:1 rule)
Keep it relevant

Measurement


Measurement
Start tracking, right from the start:


Measurement
URL clicks (bit.ly)


Measurement
URL clicks (bit.ly)
Interactions (ret weets, comments,
@’s, “likes”)


Measurement
URL clicks (bit.ly)
Interactions (ret weets, comments,
@’s, “likes”)
Followers


Measurement
Analyze:


Measurement
Analyze:
What content are people responding
to?


Measurement
Analyze:
to?
What times/days am I getting the
most traction?


Measurement
Analyze:
to?
What times/days am I getting the
most traction?
What conventions seem to get
attention? (length of message, type of
message, platforms, etc.)

Measurement
Then:


Measurement
Then:
Replicate your success


Measurement
Then:
Avoid repeating failures


Measurement
Then:
Avoid repeating failures
Continue experimenting


Wrap up:
Key takeaways


Wrap up:
Key takeaways

You can’t afford to ignore social media in
your marketing efforts.


Wrap up:
Key takeaways



Wrap up:
Key takeaways

right for you.

Wrap up:
Key takeaways

right for you.
Listen, be nice, and measure everything.

Happy question time

Thanks!

Find me online:
annie@smallact.com
smallact.com/blog
gplus.to/smallact
@smallact

Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It?

Social Media: Does It Actually Get Results? How Can I Coach Nonprofits to Use It?

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