getting started:social media for nonprofits
DESCRIPTION
This guide will walk you through how to get started and why to get started with the popular social media networks, including Facebook, Twitter, Pintrest, and monitoring tool, Hootsuite.TRANSCRIPT
Become a Social MediaExpert in 60 Minutes
Bridget L. Brandt
Director of Marketing
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Agenda
• Goals For Social Media• Why We Do It• How to Be Social• Listening for Leads In Social Media
– Linked In – Twitter – Facebook– Pintrest– HootSuite– Links
• Real World—Tips, Tricks, & Q/A
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Goals
• Build social presence and community network online: increasing brand awareness.
• Research and learn more about our donors, potential donors, competitors, influencers, and other thought leaders.
• Listen to conversations and identify emerging trends.• Generate positive word of mouth and monitor our reputation.• Engage. Contributing and sparking conversations about your
nonprofit, gaining donor confidence.• Drive online audience to relevant, quality content: increasing
visitor traffic, generating more leads and increasing donations.
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Why Social Media?
YOU Create & Publish Quality
Content
YOU Invite, Share, Engage,
Acknowledge
“Users” Share Content, Create Content, Create
Links
Sites get traffic. Awareness Builds, # Users Grows & # Leads Increase
YOUR “Rep” is Reinforced
YOU Measures
New Users Discover
Organically Online
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How To Be Social• Listen
– Gain insight into our “audience” customers, competitors, prospects, influencers. – RSS feeds, Google Reader, Google alerts and tools like Hootsuite, Social Mention
• Share– Links to content on our blog, website: whitepapers etc. – Events or conferences you are attending and announcements in real time. – Content from training/conference sessions: live tweet content, post something to Facebook,
etc.– Videos or pictures of events – presentations, parties, customers, partners, employees etc.
• Engage – Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect
online. “DM you should follow …”
• Acknowledge– Publicly recognize, give thanks, call out fans, followers, etc.
• Create – Social media may be the engine for our marketing efforts, the fuel that powers it is CONTENT. – Commit to creating content – your own blog posts, tweets etc.
• Promote – Any actions that drive to our website, blog or related content even sales, marketing or training
events.
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Who uses social networking at work?
64% access SM sites via their mobile device. 35% via their work computer.
What do they use it for? - 10% personal - 35% business - 55% both
Employees who access social media at work
are happier and MORE productive.
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Social Framework6:1 Blog Forum Facebook Linked In Slideshare Twitter You Tube
Listen Daily Daily Daily Daily Daily Daily Daily
Share 3/week 1-2/Day
Engage 3/week 1-2/Day
Acknowledge 3-5/week 1-2/week
Promote 2/week 3/week
Create 3/week Daily 1 – 2/day 2/week 1/month 4-6/day 1/week
Measure
Social media may be the engine for your marketing efforts, the fuel that powers it is content.
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Be Consistent with naming
• Examples online.– Like us on Facebook – www.facebook.com/SageNonprofit– Join the discussion in our group on LinkedIn.– Find content on www.slideshare.net/SageNonprofit – Follow us on Twitter – www.twitter.com/SageNonprofit – Watch and follow on You Tube - SageNonprofit– Participate in the community forums and visit our blog
http://www.SageWords.net.
When you begin to build out your own social networks, a best practice is to be consistent with your user names.
Nearly 2/3 of US Internet users regularly use a social network. Source: Hubspot, 12/11
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Linked In
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About Linked In
• Linked In promotes itself as the world’s largest professional network. You can use it to manage your professional identity, grow your professional network, tap into new insights and opportunities and learn by joining, listening and contributing to the discussions taking place on Linked In Groups.
• Before you join groups, be sure your profile is complete.
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Linked In – A Tale of Two Profiles
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Linked In Tips – Your Profile1. Your profile is your introduction -
complete it.
2. Add a headline that communicates what you do vs. your title. Think of keywords colleagues or prospects would use to find you in Linked In.
3. Add Summary & Specialties make them client and industry focused.
4. For each job experience: answer who you help, problems you solve & results achieved.
5. Use the space “above the fold” to communicate whatever info you want to give to sell yourself or your services. You can list your services, a summary of clients helped, etc.
Add a Headline
Add Summary & Specialties
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Linked In Tips – Use Status Updates
• Just below your name and headline where it says “Post an Update” enter in your status.
• Remind your contacts of what you do. Could be as simple as: “Attending Summit conference this week. See you there!”
• Listen and keep up with contacts. Read status updates to initiate contact. Linked In let’s you know if your contacts have changed jobs or if they are beginning a new adventure.
• Comment on status even if it’s as simple as “Congratulations on your new job with Save the Snails, etc”
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Linked In Groups
• Go to the Search bar at the top left of the LI screen, select “Groups” from the drop down and type in your subject of interest.
• Linked In Groups enable you to define how you participate in discussions and receive information. You can choose to login and browse topics or you choose to receive a collated email of discussions daily or weekly.
• Select the group of interest and then navigate to “My Settings” on the “More” tab. A screen like the one shown will display.
Search 4 Groups Here
Once in the “Group” page,
select “More” to configure your
settings.
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About Twitter
• Twitter is a real-time information sharing network the ultimate in community learning at rapid pace.
• Connect to what you find interesting and relevant. • Many use Twitter as a substitute for texting and as
another social “networking” channel. • There are plenty of tools to help you manage, create
and consume Twitter information. MY personal favorite is HootSuite.
79% of US Twitter users are more likely to recommend the brands that they follow. Source: Hubspot, 12/11
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Twitter Tips
• Basic terms you should know– RT – retweet, is acknowledgement– MT – modified tweet (use when you edit text and RT)– Via - use “via” for attribution and multiple acknowledgements– @reply – public conversation– Direct Message (DM) - private conversation
• Add value by sharing links to relevant, nonprofit, accounting, etc information.
• Content from conferences is a “value add”, latest industry information, “news”, …
More than 1/2 of active Twitter users follow companies, brands, or products on social networks. Source: Hubspot, 12/11
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Twitter Tips
1. Be consistent with your names.
2. Add a picture!
3. Write a headline communicating what you do, your interests and please include our website www.sagenonprofit.com.
4. Use Hootsuite, Tweetdeck etc. to organize and manage.
5. Start by following and listening.
6. Share and acknowledge.
7. Engage in conversations.
39% of B2B companies using Twitter have acquired new customers from it. Source: Hubspot, 12/11
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6 Reasons to Use Twitter
1. Competitive intelligence “spy” on what other Nonprofits are doing.
2. Follow, listen and keep up with your donors.
3. Increase awareness.
4. Discover and follow up with funding opportunities.
5. Address service/program shortfalls rapidly
6. Generate leads when you post and share relevant content and Twitter, you help to drive traffic to your website/s, increase SEO rankings …
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Framework for Actions - Twitter
Create & Share
Promote Event
Engage Prospect
Acknowledge
Listen
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Framework for Actions - Twitter
Acknowledge
Create & Engage
Listen & Share
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About Facebook
• We are pretty certain you know about Facebook.– Yes, there are an
awful lot of posts about cats.
– It can suck huge amounts of time from your day.
– BUT….that’s where your people are!
Did you know that 93% of US adult internet users are on Facebook? Unless you only sell to that laggy little 7% of all internet users, think again! Source: Hubspot, 12/11
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Facebook Tips1. Upload an Eye-Catching Photo Timeline is a very visual
format and creating a big, bold eye catching photo can help increase page views.
2. Use a Clearly Branded Profile Picture With Timeline brands cannot get that creative with their profile pictures. Previously brands would place codes, marketing messages and more into the profile picture. Now Facebook recommends simply creating a clear brand picture for the profile photo.
3. All Milestones To Company Pages Adding in key dates can help fans learn about your brand with Timeline. Add key company moments, store openings, events and more with milestones.
4. Pin A Post a Week With Timeline brands can create a “sticky” post that will stay as the top post for up to a week.
5. Arrange Views and Apps Timeline allows pages to arrange photos and custom apps at the top of the page. This can help direct visitors to key locations or photo collections on the page.
6. Manage Your Page With the upgrade to Timeline admins can now manage their page through the Admin Panel. The new panel allows admins to track activity, respond and view real-time Facebook Insights.
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Pintrest
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About Pintrest
• Pinterest is a Virtual Pinboard.
Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.
Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests. To get started, request an invite.
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PintrestThe good• Informal• Get to know people better by their taste in food, decor and fashion. • 97% of Pinterest’s Facebook fans are women, so good if you are targeting women.• Huge traffic increase due to pins (a Pinterest term for pictures) that were shared from
their site. • Very social.• Control your experience based on who you follow.
The bad• Understand that everything you share could go viral. • All pins start out being linked to a site or uploaded from a computer. But somewhere
along the way many of the links get lost as pins get shared, so it’s not fool-proof.• Simple “post to Timeline” permission button. Clicking that button posts every single
pin you click on to Facebook for your friends, family, and colleagues. You’re a considerate friend; so don’t fall for this innocent looking button anywhere online.
• Some pictures might not be appropriate for the kiddies. Be careful.
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Hootsuite
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Hootsuite (it’s free!)
Organize all your social media accounts in one spot. Facebook, LinkedIn, Twitter, Wordpress, Ping …
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Hootsuite
Listen in on the conversations online. Organize multiple streams of info by your @handle or #searchterm. Here we are listening to #afpmeet, #nptech and “fundraising
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Hootsuite
Write your message and select the networks to post in by checking the account icon. You can even schedule your tweets in advance.
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More Links & Info
• www.linkedin.com• www.facebook.com• www.twitter.com• www.hootsuite.com• www.tweetdeck.com
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Exciting infographics:
• When to use social media• How nonprofits are using social media
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Q&A
Thank-you for joining me today:• My blogs:
• http://customerexperience101.blogspot.com• http://donorexperience101.wordpress.com
• Twitter: bridgetlbrandt• Email: [email protected]• Slideshare: http://www.slideshare.net/bridgetlbrandt