forget facebook...until your nonprofit has a social media strategy

Myrna Greenfieldgoodeggmarketing.com

Forget Facebook…Until Your NonprofitHas a Social MediaStrategyPresentation for the Metrowest Nonprofit Network, 12/7/2012


Agenda

• Brave new world for communications• Benchmarking: Nonprofits & social media• Social media strategy: Overview• Reviewing the top social media options• Creating a strategy for your organization


From Broadcast Communications…


To Consumer-Generated Content

New School


Multitasking

Photo by ryantron, Creative Commons

http://www.flickr.com/photos/ryantron/4453018910/


The Future is Mobile

• 46% of social media users access it via smartphones

• Consumers spend 30% of their total time online visiting social networks via mobile devices

• Responsive web design is a must!


Nonprofits’ Top 3 Factors forSocial Media Success

1. Develop a vision and strategy

2. Prioritization by Executive Management

3. Dedicated social media staff


Nonprofit Usage of Social Media

• Virtually everyone is using some social media

• Virtually no one is raising substantial funds via social media

• Most nonprofits plan to continue investing in social media


Survey of Our Group

:

Online channels used0

5

10

15

20

25

30

WebsiteEmailFacebookTwitterLinkedInYouTubeBlogFlkr


Staffing for Social Media

• NTEN: 89% of respondents have 1 part- to full-time person working on social media

• Our group: 96% have 1 or more part-time staffers or volunteers working on digital and social media

• NTEN says: Staffing for social media is slowly but steadily increasing

*NTEN survey didn’t include Web & email


Role/Purpose of Usage

Mar

ketin

g

Fundr

aising

Progr

am D

elive

ry

Advoc

acy

Mar

ket R

esea

rch

Custo

mer

Sup

port

0

20

40

60

80

100

Our GroupNTEN


Value to Your Organization

Very valuable

Somewhat Valuable

Not very valuable

Not valuable at all

0

10

20

30

40

50

60

70

Our GroupNTEN


Why not more presence?

No st

rate

gy

No st

aff/b

udge

t

Lack

exp

ertis

e

Mes

sage

con

trol

Privac

y

Not v

aluab

le

Tried/

stop

ped

0

20

40

60

80

Our GroupNTEN


Social MediaStrategyOverview


Facebook is a Tactic, Not a Strategy

GOAL

AUDIENCE/TARGET

STRATEGY

TACTIC(S)

MEASURED OUTCOME

TACTIC

Strategic Approach Tactical Approach


Sample Goals

• Recruit 100 new donors under 50• Recruit 50 new volunteers for soup kitchen• Add 200 eNews subscribers• Get 5 articles published about us• Sell 100 more tickets to our annual fundraiser• Persuade your local high school to compost• Create online community of parents raising

children with autism


Understanding Your Target Audience


Creating a Strategy

Your Organization’s Resources & Needs

Your target’s interests, needs, & preferences

Strategy


The Three Stages of Relationship Building

Attract

WHO

GOAL

HOW

MEASURE

Engage

WHO

GOAL

HOW

MEASURE

ActWHO

GOAL

HOW

MEASURE


Choosing Tactics for each Relationship Stage

• Are you and your supporters strangers or already dating?

• Are your supporters in love with you or just biding time?

• Are you asking for a date or trying to get hitched?


Sample Tactics for Each Relationship Stage

Attract

WHO: Strangers who are interested in your causeGOAL: Inspire them to follow you on Facebook , Twitter, LinkedIn, YouTube, or your blog, or subscribe to your eNewsletterHOW: Website, SEO, blogging, Twitter, LinkedIn, Facebook, YouTube, media coverage, events, etc.MEASURE: # of unique individuals attracted by each tool

Engage

WHO:People who are interested in your cause whom you can contact or reachGOAL:Provide information and experiences that they want to read, experience, and shareHOW: Website, blog, eNews, videos, events, etc.MEASURE: # of people reading, clicking, liking, sharing, and engaging

Act

WHO: People who are interested in your cause who have been interacting with youGOAL: Get them to become active in your cause.HOW: Provide call to action (attend a rally, call their Senator, write a letter to the editor)MEASURE: # of people who take the action.


Measurement Forms In Current Use

Site v

isito

rs

Reach

Custo

mer

feed

back

Regist

ered

mem

bers

Conve

rsion

s

User G

ener

ated

Con

tent

Fundr

aising

reve

nue

0

30

60

90

Our GroupNTEN


Measurement Recommendations

• Make it easy• Maintain a dashboard• Set measurements for each goal• It’s not just about the numbers


ReviewingThe Top Social MediaOptions


Websites• Still a must!• The base for your online

presence• More content = more traffic,

better search ranking• Make your content sharable• Get as many inbound links as possible• Think mobile


Free Website analysis


Blogging• Great for getting traffic to your site• Great for search engine ranking• Great way to be a thought leader• Great way to get messages out• Can be very time-consuming• Consistency and frequency are key• Not useful unless people are reading it!


Blogging Tips

• Make it part of your website (for SEO)• Host it yourself, not on Wordpress• Use short posts• Make your posts easy to share • Promote your posts via social media• Create an editorial calendar


eMail Marketing

• Still a primary tool, but not as dominant

• Good for – Professionals at work– Driving traffic to your website– Promoting other social media– Capturing leads


eMail Marketing Tips

• Drive readers to your website to read full articles

• Recruit subscribers through social media, including Facebook

• Create dedicated landing pages• Make content easy to share• Using video in emails increases open rates


• Great for:– Promoting events– Sharing content and

linking to your site– Organizations with lots of photos and stories– Reaching people who don’t use email (especially younger people)

• Not as good for– Reliably reaching everyone– Organizations with very small followings– Schools

Facebook


Facebook Tips


Show up in News Feeds


Facebook Fundraising--NTEN

• 54% of NTEN respondents are NOT fundraising on Facebook

• Only 3% raise >$10,000• Most common tactics:

– Ask for an individual gift– Event fundraising– Facebook Causes– Personal fundraising (peer-to-peer)


Facebook Advertising

• 88% of nonprofits advertise on Facebook• Top uses:

– 66% - Build awareness of org. or program– 54% - Base-building (get new Likes)– 33% - Non-financial asks (volunteer, sign

petition– 24% - Fundraising


Twitter– One of the easiest tools to use,

and easy to link to your other social media.

– Great way to connect with new people– Post photos, videos, links– Keep up to date with thought leaders– Tweeting your blog posts generates more traffic

and inbound links


Twitter Tips– Use an app (like TweetDeck, HootSuite) to

schedule your Tweets.– Retweet 4x more often than you post something

promotional– Keep your tweets under 120 characters to

encourage Retweets– Ask people to Retweet important tweets– Thank people for following and retweeting– Create an appealing profile; link it to your site


YouTube

• Video will be half of all Webtraffic by 2014

• YouTube is the second mostused search engine in the world (after Google).

• Having a video on your home page improves your search engine ranking


YouTube Tips

• Sign up for a YouTube channel for your nonprofit

• Keep your videos short• Use keywords to title and tag your videos• Cross promote via your other social

media.


• Great for reaching professionals

• Great for staff and volunteer recruitment

• Great for promoting your expertise• Great for making/keeping connections in

your field• Great for researching fundraising prospects

LinkedIn


LinkedIn Tips• Create a nonprofit Company page and

ask people to follow you.• Encourage staff/board to have profiles

and connect to each other• Post updates• Join groups• Answer relevant questions


Creating aSampleSocial MediaStrategy


Facebook is a Tactic, Not a Strategy

GOAL

AUDIENCE/TARGET

STRATEGY

TACTIC(S)

MEASURED OUTCOME

TACTIC

Strategic Approach Tactical Approach


Closing Comments

• Don’t bite off more than you can chew

• Leave room to experiment• Engage staff, board, and volunteers• Measure and evaluate• Have fun!

forget facebook...until your nonprofit has a social media strategy

Business

myrna greenfield

myrna greenfield

strategymeasured

social media

social media

social media

myrna greenfieldgoodeggmarketing

relationship