guide series creating the ultimate interactive experience through social media
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@mikesnusz and @Lucas_Cobb deliver social media tips, tricks and trends in this GUIDE Creative webinar sessionTRANSCRIPT
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Creating the Ultimate Interactive Experience Through Social Media
Presented by Mike Snusz (@mikesnusz) & Lucas Cobb (Lucas_Cobb)
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Who Is GUIDE Creative?
§ Creative on Purpose A strategic, creative spin to nonprofit’s missions to extend reach and create a bigger impact.
§ Team of Design and Nonprofit Experts Backgrounds in branding, web strategy, marketing, graphic design, content strategy, email and ex-nonprofit professionals.
§ Exclusive for Nonprofits We only work with nonprofit organizations. We know how to create designs that broaden reach, inspire action and mobilize audiences.
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What We Do
www.GuideCreative.com
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Today’s Agenda
1. What to use: Choosing your platform(s) ���
2. Extending your social reach���
3. Creating engaging content���
4. Measuring���
5. Listening
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WHAT TO USE: CHOOSING YOUR PLATFORMS
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What is Social Media? Definition (via Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social Media IS NOT
§ A fad § A replacement for traditional advertising § The first step § The magic bullet § FREE § All about YOU
Social Media IS A big deal
§ Going where your customers already are or where they want to be § Applicable to most companies in some way or another § Time-consuming § All about THEM
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When & Where to use Social Media? § Use social media whenever you need information or want to connect with
others. § To live broadcast important events you are attending to your followers
such as presentations, conferences, concerts, debates, etc. § To interact with major companies customer service departments when
you have an issue or praise to give. § When you are performing a job search.
§ When you have a legitimate question on a specific topic and you'd like immediate feedback.
§ When you are looking to buy or sell goods.
§ For reaching new / potential constituents.
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Who else uses Social Media? § Small business owners/entrepreneurs § People looking for work § Government § Nonprofits and community groups § Employers § Students § Schools § ANYONE
Types of Social Media? § Collaborative projects - Work and share projects (Wikipedia) § Blogs and micro blogs - Send and read text (Twitter) § Content communities - Video sharing website (YouTube) § Social networking sites - Add friends, join groups (Facebook) § Virtual game worlds - Online role-playing (World of Warcraft) § Virtual social worlds - Online world using avatars
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Word of Mouth Goes Virtual The three most trusted forms of advertising are:
§ Recommendations from people I know - 90% § Consumer opinions posted online - 70% § Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer (or phone).
From This To This
��� ������������The question is, how do we engage the guy with the megaphone?
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Who are the BIG Social Media Sites? Facebook Twitter Flickr
Linked In YouTube
Stumble Upon Google+ Pinterest
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Most Visited Social Media Sites?
Source: Experian Hitwise U.S. (Oct 2012)
Facebook (63%) ���
YouTube (20%) ���
Twitter (1.9%) ���
Google+ (1.4%) ���
Pinterest (1.3%)
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Socialnomics Video
What are nonprofits using?
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FUNDRAISING STILL LACKING NOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL
Source: 2012 Nonprofit Social Networking Benchmark Report
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FUNDRAISING STILL LACKING NOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL
Source: 2012 Nonprofit Social Networking Benchmark Report
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Which should you use? Focus time on Facebook and Twitter. Use Others to support efforts.
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EXTENDING YOUR SOCIAL REACH
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Website: Make it easy to ‘Like’ you
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Website: Add dynamic content
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Website: Build ‘social trust’
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Website: Add galleries with Flickr widget
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Website: Make a thank you video
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Website: Offer social sharing buttons
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Website: Sincerely ask for a share
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Email: Integrating social media/blogs
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Email: Integrating social media/blogs
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Email: Integrating social media
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DEVELOPING ENGAGING CONTENT: BEST TIMES AND TYPES OF POSTS
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Facebook recently said only 16% of fans see organic content posted by brands*
*Source: Ad Age article
Getting your Facebook posts seen
In order of importance:
• Videos
• Photos
• Status Updates
• Links
In order of importance:���
• Shares
• Comments
• Likes • Clicks
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Most Shared Posts
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
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Posts with Most Comments
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
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Most Liked Posts
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
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Best time to post?
Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research
…and Facebook posts outside business hours had 20% more
Likes & Comments
Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review
���
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Best words to use?
Words that increase engagement:
• Like • Post • Comment • Where • When • Would • Should
���
Words that decrease engagement:
• How • Who • What • Did • Why
Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review
Facebook posts that end with a question have 15% more Likes & Comments
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Creating engaging Tweets
Tweets… Engagement Rate ���(Replies and Retweets)
between 8am – 7pm +30%
1-2 hashtags +21%
under 100 characters +17%
contain images 2x higher
Tweets… Retweet Rate
with links +86%
asking followers to “RT” or “Retweet” 12x higher
spelling out “Retweet” 23x higher
Source: Buddy Media’s Strategies for Tweeting: A Statistical Review
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‘Busy hours’ different for Facebook & Twitter
Source: Buddy Media’s Strategies for Tweeting: A Statistical Review
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DEVELOPING ENGAGING CONTENT: EXAMPLES & BEST PRACTICES
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Make the most of your cover photo
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Make the most of your cover photo
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Use images strategically
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Tell your story using Milestones
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Use Photos!
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Use Photos!
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Use Videos
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Include Links
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Ask Questions
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Ask Questions
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Ask for Shares
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Ask for Comments
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Use Fill in the Blank Posts
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Timely
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Offer Exclusive Info
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Pin your important posts
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Highlight posts
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DEVELOPING ENGAGING CONTENT: FACEBOOK ADS
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Facebook Ads
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• You submit content and image • Choose either start/end dates or ongoing ads
• Highly targeted to precise audience
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Facebook Ads – How Targeted? Location Interests
Age Gender
Relationship status Education
NEW! Customized audience ads
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Facebook Ads – Customize Audience Ad
Possibilities: New donors into monthly donors
P2P fundraisers who haven’t raised money yet Lapsed event attendees
Turning subscribers into volunteers Much, much more!
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MEASURING
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Measure: Facebook Insights
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Measure: Google Analytics
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Measure: Bit.ly to Shorten
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Measure: Bit.ly to Track
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LISTENING
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• Events • Keywords • Local Content
• OrganizaGon Name • Names of Key Staff • Program Names • Campaigns Names
• BackTweets.com • Google Alerts • Social News Sites
• Search.twiQer.com • SocialMenGon.com • IceRocket.com • BoardReader.com
What you should be listening for?
THE TOOLS YOU CAN USE
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Workshop: Social Media Listening
VIEW & DOWNLOAD Slideshare.net/ChadNorman
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Seesmic http://seesmic.com
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Seesmic :: Manage Everything
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Social Media Tools Below are several social media tools to help your message reach your
constituents:
Social Media Management Suites: § HootSuite: http://hootsuite.com/ § Tweetdeck: http://tweetdeck.com/
§ Bottlenose (my recommendation): http://bottlenose.com/
Social Media Post Schedulers: § Timely: http://timely.is
§ Plan Your Posts: http://www.planyourpost.com/ § Buffer: http://bufferapp.com/
Social Analytics:
§ TweetCharts: http://tweetcharts.com § Topsy: http://analytics.topsy.com/
§ TweetStats: http://www.tweetstats.com
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Additional Resources
http://www.guidecreative.com
http://www.facebook.com/nonprofits���
http://www.facebook.com/marketing���
http://www.facebook.com/advertising