social media marketing for non profits final 3 2012
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Social Media Marketingfor Nonprofits
Liz Horgan
Social Media Involvement
• 97% of Nonprofits• 66% US adults
Why ?
How can social media work for your nonprofit organization?
This is about YOU
Social Media Marketing Today’s Agenda
• How To Approach Social Media
• Improve What you’re Doing Now
• Tips and Examples
• Mistakes to Watch Out for
Approach: Organizational Mindset
• Support from the Top
• Integration/tie-in with all aspects of mission
• Measure
• Share internally
Goals and Objectives
• Raise awareness• Fundraising• Participation• Leverage resources• __________________
How to Begin
Make A Plan• Goals and Objectives• Audience• Choose best Social Media Tools• Campaign & strategies• Implement & Train• Focus on ROI• Execute consistently
Ways to …
Build Community - Facebook
Post Good Stuff!
• Pictures & Video• Edgy• Emotional Tugs• Actionable
Then…test
How?• Craft you Posts• Call to Action – be specific • Events• Tell stories• Polls• Contests• Link to others• Showcase multiple ways to get involved• Easy donation link
Research – Twitter (LI and FB, too)
Based on:
• location• keywords• people• sentiment
Research – Twitter
Research for:
• outreach
opportunities
• G2/Intelligence
• What people are
saying about YOU
Reputation and Awareness - LinkedIn
Ask questions and provide answers
• Demographics• Access and Reach
Event Excitement - Pinterest
• costume ideas• rest stop ideas• men’s team hats• funny quotes• … get creative!
Think beautiful images
Tips• Organize a petition on act.ly• Check out YouTube’s Nonprofit program
• Put your social icons on email signature and on marketing materials
Beware
• Time Factor• Not Listening• No Followers• Not Found• Boring
Time Factor - Hootsuite
Streamline: Get help and be more efficient
Time Factor – What to Post
Content
• Calendar• Curation• RSS Feeds• Create Quality Content
ListenKnow what your people are saying …
They tell you what they want to hear from you.
Followers
• Let your people know you’re on a social network• Reach out - Invite and cross promote. Follow others• Get people engaged
Not Found
• SEO• Keywords• Links
Boring
Don’t !
3 More Tips
• Call to Action
• Time Management
• Spur Engagement
Call to Action - All Platforms
Pair campaigns with on-the-ground calls to action
Time Management - YouTube
Engage through:
• decision-making
• behind-the-scenes
involvement
Spur Engagement - Flickr
MeasurementDefine YOUR Social media success
• Analytics• Measure/ROI• Revise• Repeat
Questions
Liz Horgan
liz.horgan@strategicsocialmedianc.com
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