2014 npd best practices in merging social media and nonprofit marketing

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1 Best Practices in Merging Social Media and Nonprofit Marketing AFP-NY Westchester National Philanthropy Day, Nov. 7, 2014 Presenters: Marc W. Halpert, connect2collaborate @marchalpert Maria Semple, The Prospect Finder LLC @mariasemple

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Best practices in merging social media and nonprofit marketing Marc W. Halpert connect2collaborate.com Maria Semple The Prospect Finder, LLC Too many workshops give you plain vanilla information on social media. This one is different. It’s geared to truly help social media practitioners. Two social media experts will offer their views on best practices in merging the branding of your organization to the proper social media platforms. Case studies will add to the impact and show you ways to boost your reach. From a concentration on LinkedIn and email marketing, the speakers will show you how to connect and collaborate with your donors. Many nonprofits wonder how they can use their time and resources effectively to engage more people. Adding and managing new social media channels takes concerted efforts, especially if you want to leverage their email communications to grow your base. We’ll provide you with some nuts and bolts ideas you can begin to implement immediately. AND, we’ll show you some simple time management strategies. LEARNING OBJECTIVES/TAKEAWAYS: Best practices for online marketing by intertwining both email marketing and social media for maximum impact on branding, volunteer recruitment and fundraising.

TRANSCRIPT

Page 1: 2014 NPD Best practices in merging social media and nonprofit marketing

1

Bes

t Pra

ctic

es in

Mer

ging

Soc

ial M

edia

and

Non

prof

it M

arke

ting

AF

P-N

Y W

estc

hest

er

Nat

iona

l Phi

lant

hrop

y D

ay, N

ov. 7

, 201

4

Pre

sent

ers:

Mar

c W

. Hal

pert

, con

nect

2col

labo

rate

@

mar

chal

pert

Mar

ia S

empl

e, T

he P

rosp

ect F

inde

r LL

C

@m

aria

sem

ple

Page 2: 2014 NPD Best practices in merging social media and nonprofit marketing

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s

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me

Co

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ct I

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ria

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sem

ple

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ep

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Page 3: 2014 NPD Best practices in merging social media and nonprofit marketing

Why

use

soc

ial m

edia

?

Your

com

petit

ors

are

soci

al

Non

prof

it

93%

Sou

rce:

Non

prof

it S

ocia

l N

etw

orki

ng B

ench

mar

k R

epor

t

86%

B2C

Sou

rce:

Ube

rflip

87%

B2B

Sou

rce:

Cle

arpo

int A

genc

y

Page 4: 2014 NPD Best practices in merging social media and nonprofit marketing

Why

use

soc

ial m

edia

?

It in

fluen

ces

deci

sion

s

68%

Sou

rce:

MD

G A

dver

tisin

g

lear

n m

ore

abou

t a

char

ity if

they

se

e a

frie

nd

post

ing

abou

t it

Page 5: 2014 NPD Best practices in merging social media and nonprofit marketing

5

Em

ail +

Soc

ial

Em

ail &

Soc

ial

You

have

to u

se b

oth

Driv

e tr

affic

bac

k to

you

r lis

t, em

ail,

etc.

..

Am

plify

you

r em

ail

Page 6: 2014 NPD Best practices in merging social media and nonprofit marketing

6

Em

ail

Rep

urpo

se &

Reu

se

Page 7: 2014 NPD Best practices in merging social media and nonprofit marketing

7

Top

6 so

cial

net

wor

ks

Whi

ch s

ocia

l med

ia?

The

top

netw

orks

Fac

eboo

k

Pin

tere

st

Twitt

erLi

nked

In

Goo

gle+

Inst

agra

m

Page 8: 2014 NPD Best practices in merging social media and nonprofit marketing

Low

vol

ume/

high

val

ue

Min

imum

: 3 X

per

wee

k

Max

imum

: 10

X p

er w

eek

Qua

lity

vs. q

uant

ity

8

Fac

eboo

k

Fac

eboo

k co

nten

t

Page 9: 2014 NPD Best practices in merging social media and nonprofit marketing

Hig

h vo

lum

e/lo

w v

alue

Min

imum

: 5 X

per

day

Max

imum

: non

e

Qua

ntity

is k

ey

9

Twitt

er

Twitt

er c

onte

nt

Page 10: 2014 NPD Best practices in merging social media and nonprofit marketing

Low

vol

ume/

high

val

ue

Min

imum

: 2 X

per

wee

k

Max

imum

: 5 X

per

wee

k

Mor

e fo

rmal

and

tech

nica

l

10

Link

edIn

Link

edIn

con

tent

Page 11: 2014 NPD Best practices in merging social media and nonprofit marketing

11

Goo

gle

uses

an

algo

rithm

You

need

to c

reat

e fr

esh

cont

ent r

egul

arly

Use

the

right

key

wor

ds

Goo

gle ♥

Goo

gle

Goo

gle+

Let’s

talk

abo

ut S

EO

Page 12: 2014 NPD Best practices in merging social media and nonprofit marketing

Med

ium

vol

ume/

high

val

ue

Min

imum

: 3 X

per

wee

k

Max

imum

: 10

X p

er w

eek

Key

wor

ds =

sea

rcha

bilit

y

12

Goo

gle+

Goo

gle+

con

tent

Page 13: 2014 NPD Best practices in merging social media and nonprofit marketing

Hig

h vo

lum

e/hi

gh v

alue

Min

imum

: 5 X

per

day

Max

imum

: 10

X p

er d

ay

Qua

lity

imag

es =

impo

rtan

t

13

Pin

tere

st

Pin

tere

st c

onte

nt

Page 14: 2014 NPD Best practices in merging social media and nonprofit marketing

14

90%

of i

nfor

mat

ion

tran

smitt

ed to

the

brai

n is

vi

sual

Pho

tos

are

liked

2X

mor

e th

an te

xt u

pdat

es

67%

say

imag

es a

re v

ery

impo

rtan

t in

sel

ectin

g an

d pu

rcha

sing

a p

rodu

ct

Pin

tere

st

Why

vis

ual c

onte

nt is

im

port

ant

Page 15: 2014 NPD Best practices in merging social media and nonprofit marketing

Wha

t do

I say

?

Wha

t do

I say

?

Get

like

s, s

hare

s,

com

men

tsE

nter

tain

, inv

ite c

onve

rsat

ion,

ask

qu

estio

ns, i

mag

es &

vid

eo

50%

Be

usef

ul &

info

rmat

ive

Indu

stry

info

, hin

ts +

tips

,cu

rate

con

tent

30%

Abo

ut y

our

busi

ness

Cal

ls to

act

ion,

not

“bu

y no

w”

20%

Page 16: 2014 NPD Best practices in merging social media and nonprofit marketing

Cas

e S

tudy

: W

aven

y Li

feC

are

Net

wor

k (w

aven

y.or

g): 16

Page 17: 2014 NPD Best practices in merging social media and nonprofit marketing

17

Wav

eny’

s E

mai

l Mar

ketin

g:

Bra

ndin

g co

nsis

tent

with

web

site

.

Cle

ar c

all t

o ac

tion

and

Wav

eny’

s so

cial

m

edia

icon

s.

Mob

ile R

espo

nsiv

e Te

mpl

ate

Goo

d U

se o

f Pho

tos

Onl

y on

e m

essa

ge

Page 18: 2014 NPD Best practices in merging social media and nonprofit marketing

18

Fac

eboo

k.co

m/w

aven

ycar

enet

wor

k

Page 19: 2014 NPD Best practices in merging social media and nonprofit marketing

19

Twitt

er.c

om/w

aven

y

Page 20: 2014 NPD Best practices in merging social media and nonprofit marketing

20

“You

don

't ge

t to

deci

de

whi

ch d

evic

e pe

ople

use

to

acce

ss y

our

cont

ent.

Kar

en M

cGra

ne, a

utho

r of

Con

tent

Str

ateg

y fo

r M

obile

@ka

renm

cgra

ne

The

y do

.”

Page 21: 2014 NPD Best practices in merging social media and nonprofit marketing

30%

of u

sers

UN

SU

BS

CR

IBE

from

em

ail l

ists

afte

r re

ceiv

ing

mob

ile e

mai

l th

at d

oesn

’t lo

ok g

ood.

Sou

rce:

Blu

e H

orne

t

21

29%

of A

mer

ican

s us

e O

NLY

m

obile

dev

ices

to

acce

ss

the

inte

rnet

.S

ourc

e: o

ndev

icer

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rch.

com

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50%

of e

mai

l is

open

ed o

n a

mob

ile d

evic

e.S

ourc

e: L

itmus

.com

Page 22: 2014 NPD Best practices in merging social media and nonprofit marketing

Tip

1

22Wha

t to

do to

day

Avo

id

usin

g to

o m

uch

text

.

Page 23: 2014 NPD Best practices in merging social media and nonprofit marketing

Tip

2

23Wha

t to

do to

day

Avo

id

mul

tiple

co

lum

ns.

Page 24: 2014 NPD Best practices in merging social media and nonprofit marketing

Tip

3

24Wha

t to

do to

day

Cle

ar a

nd

easy

cal

ls

to a

ctio

n

Page 25: 2014 NPD Best practices in merging social media and nonprofit marketing

Tip

4

25Wha

t to

do to

day

Avo

id ti

ny

font

s.

Min

imum

: 22-

poin

t he

adlin

es, 1

1-po

int

body

text

, im

prov

ed

cont

rast

9-po

int f

ont,

head

lines

don

’t st

and

out

Page 26: 2014 NPD Best practices in merging social media and nonprofit marketing

Tip

4

26Wha

t to

do to

day

Avo

id ti

ny

font

s.

Bet

ter:

22-

poin

t he

adlin

es, 1

6-po

int

body

text

Page 27: 2014 NPD Best practices in merging social media and nonprofit marketing

27

Tip

5U

se im

ages

car

eful

ly.

Wha

t to

do to

day

Page 28: 2014 NPD Best practices in merging social media and nonprofit marketing

28

Nex

t Ste

ps

Tool

s to

exp

and

your

rea

chS

ocia

l med

ia b

utto

ns

Page 29: 2014 NPD Best practices in merging social media and nonprofit marketing

29

Nex

t Ste

ps

Tool

s to

exp

and

your

rea

chS

impl

e S

hare

tool

Page 30: 2014 NPD Best practices in merging social media and nonprofit marketing

30

Tool

s to

Man

age

Soc

ial M

edia

Hoo

tsui

teS

ocia

l Med

ia M

anag

emen

t Das

hboa

rd

Fre

e P

lan:

up

to 3

soc

ial n

etw

orks

Pro

Pla

ns s

tart

at $

9.99

per

mon

th.

Allo

ws

up to

50

soci

al n

etw

orks

Page 31: 2014 NPD Best practices in merging social media and nonprofit marketing

Tell

th

e w

orl

d

WH

O y

ou

are

WH

Y y

ou

are

un

iqu

e

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T w

ha

t y

ou

do

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20

14

Page 32: 2014 NPD Best practices in merging social media and nonprofit marketing

Sn

ap

sho

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f Y

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Page 33: 2014 NPD Best practices in merging social media and nonprofit marketing

Wh

y y

ou

r sn

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sho

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is s

o i

mp

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Page 34: 2014 NPD Best practices in merging social media and nonprofit marketing

•P

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to s

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, cu

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nd

in

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Page 35: 2014 NPD Best practices in merging social media and nonprofit marketing

•C

on

ne

ct t

o t

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se y

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Page 36: 2014 NPD Best practices in merging social media and nonprofit marketing

CR

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to

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no

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on

co

nta

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ab

ou

t h

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ind

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to

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ory

jo

g o

f h

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we

me

t

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ha

ng

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er

in a

gro

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Page 37: 2014 NPD Best practices in merging social media and nonprofit marketing

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fo:

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dd

ress

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r /F

ace

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ok/A

bo

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sta

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m, e

tc.

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site

(s);

if >

1,

de

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be

th

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Page 38: 2014 NPD Best practices in merging social media and nonprofit marketing

Se

gu

é:

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cus

on

Lin

ked

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on

ali

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Page 39: 2014 NPD Best practices in merging social media and nonprofit marketing

Ste

ps

to p

ers

on

ali

ze

yo

ur

Lin

ked

In U

RL

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en

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u w

ill b

e p

rom

pte

d t

o in

pu

t y

ou

r p

ass

wo

rd a

ga

in

Page 40: 2014 NPD Best practices in merging social media and nonprofit marketing

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41

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sin

ess

ca

rd

Em

ail

sig

na

ture

lin

e

Ma

rke

tin

g m

ate

ria

ls

Use

yo

ur

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rso

na

l Li

nke

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UR

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Page 41: 2014 NPD Best practices in merging social media and nonprofit marketing

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14

�S

um

ma

ry:

�E

leva

tor

pit

ch:

“wh

y

you

” in

yo

ur

ow

n

lan

gu

ag

e

�A

im a

t th

e a

ud

ien

ce

�H

igh

lig

ht

wh

o y

ou

are

an

d H

OW

yo

u d

o

wh

at

you

do

�U

se k

eyw

ord

s!

�In

clu

de

sp

eci

alt

ies:

�E

lab

ora

te o

n y

ou

r

spe

cifi

c sk

ill

set

or

exp

ert

ise

le

vels

�U

se k

eyw

ord

s!

�A

tta

ch r

ich

mu

ltim

ed

ia

to a

dd

to

th

e im

pre

ssio

n

Page 42: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 44: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 45: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 46: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 47: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 48: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 49: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 50: 2014 NPD Best practices in merging social media and nonprofit marketing

50

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Page 51: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 52: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 53: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 56: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 57: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 58: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 59: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 61: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 63: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 64: 2014 NPD Best practices in merging social media and nonprofit marketing

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Page 65: 2014 NPD Best practices in merging social media and nonprofit marketing

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