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
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ww
w.c
on
ne
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coll
ab
ora
te.c
om
@m
arc
ha
lpe
rt
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
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
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
6
Em
ail
Rep
urpo
se &
Reu
se
7
Top
6 so
cial
net
wor
ks
Whi
ch s
ocia
l med
ia?
The
top
netw
orks
Fac
eboo
k
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tere
st
Twitt
erLi
nked
In
Goo
gle+
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agra
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ume/
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ue
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imum
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imum
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X p
er w
eek
Qua
lity
vs. q
uant
ity
8
Fac
eboo
k
Fac
eboo
k co
nten
t
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
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
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
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ay
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imag
es =
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Pin
tere
st
Pin
tere
st c
onte
nt
14
90%
of i
nfor
mat
ion
tran
smitt
ed to
the
brai
n is
vi
sual
Pho
tos
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liked
2X
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e th
an te
xt u
pdat
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67%
say
imag
es a
re v
ery
impo
rtan
t in
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ectin
g an
d pu
rcha
sing
a p
rodu
ct
Pin
tere
st
Why
vis
ual c
onte
nt is
im
port
ant
Wha
t do
I say
?
Wha
t do
I say
?
Get
like
s, s
hare
s,
com
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tsE
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, inv
ite c
onve
rsat
ion,
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estio
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mag
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eo
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w”
20%
Cas
e S
tudy
: W
aven
y Li
feC
are
Net
wor
k (w
aven
y.or
g): 16
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
18
Fac
eboo
k.co
m/w
aven
ycar
enet
wor
k
19
Twitt
er.c
om/w
aven
y
20
“You
don
't ge
t to
deci
de
whi
ch d
evic
e pe
ople
use
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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
.”
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sers
UN
SU
BS
CR
IBE
from
em
ail l
ists
afte
r re
ceiv
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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
esea
rch.
com
This image cannot currently be displayed.
50%
of e
mai
l is
open
ed o
n a
mob
ile d
evic
e.S
ourc
e: L
itmus
.com
Tip
1
22Wha
t to
do to
day
Avo
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usin
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o m
uch
text
.
Tip
2
23Wha
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mul
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Tip
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impl
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hare
tool
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Tool
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etw
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Tell
th
e w
orl
d
WH
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are
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20
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Wh
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Pa
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ho
ug
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Qu
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s
