social media: your content marketing playground
TRANSCRIPT
Social Media: Your Content Marketing Playground
Kivi Leroux Miller @kivilm Nonprofit Marketing Guide.com
Content Marketing for Nonprofits.com
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Content Marketing???
Communicating great stuff that attracts people to you, rather than interrupting them with what you desperately want them to read.
The Broccoli: What you want to write
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The Cheese: What they want to read
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Thus, the messy reality of your nonprofit communications strategy
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CHEESE!
CHEESE!
BROCCOLI!
The Bad News: Typical nonprofit social media posts are pure broccoli.
http://www.flickr.com/photos/stovak/2378145902/
The Good News: You can use social media to discover more cheese!
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No real social media strategy? No problem! Let it be your
Content Marketing Playground.
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(Let’s be honest: We don’t know what’s going on behind the curtains anyway.)
Play these three games and you too can rock social media.
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Playground Game #1: Find what bonds supporters to you.
http://www.flickr.com/photos/iamian_/4006357909/
“Our biggest group on Facebook is the artist community and they tend to respond to the art-in-process posts. When we post pictures, people will respond saying they know the artist, or will ask technical questions about the pieces.” Rachel Hicks, Director of Programs and Communications, Archie Bray Foundation for the Ceramic Arts
Quote Source: Content Marketing for Nonprofits
Playground Game #2: Find the best way to be helpful.
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“I tend to post links to helpful information like home repair and maintenance tips and budgeting ideas. I try to link the advice to current events. Rainy day? I’ll post about why it’s important to have clean gutters.” Amanda Welliver, Communications
Coordinator, Community Neighborhood Housing Services
Quote Source: Content Marketing for Nonprofits
Playground Game #3: Find your outdoor voice – your real personality.
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“Social media gave the HSUS an opportunity to humanize a brand that is considered by many to be “old school.” We’ve tried to create a persona of being responsive and fun, but caring about the core issues too.” Carie Lewis Carlson, Deputy Director, Online Communications, HSUS
Quote Source: Content Marketing for Nonprofits
1 What bonds them to you.
Use social media to discover . . .
2 How to be helpful.
3 Your real personality.
(Hint: The easiest place to start is with your boring newsletter. )
Now, bridge what you’ve learned in social media to your other communications.
http://www.flickr.com/photos/whatnot/47629488
2/3 of nonprofits said social media had a positive effect on their newsletters.
Source: 2012 Nonprofit Marketing Guide Poll of 299 nonprofits. http://www.nonprofitmarketingguide.com/blog/2012/08/16/six-ways-social-media-has-affected-nonprofit-newsletters/
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THINK: How can you translate what you’ve learned to email, direct mail and events?
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But what if something goes wrong? (Now, now, it’s just a little bump.)
http://www.flickr.com/photos/donhomer/6891007636/
Just tell everyone to hold on tight. It will be fun, promise!
http://www.flickr.com/photos/derek_b/2622760671
Swing high, and learn something.
http://www.flickr.com/photos/84744710@N06/7993603154
Kivi Leroux Miller @kivilm Fb.com/nonprofitmarketingguide Fb.com/contentmarketingfornonprofits [email protected]
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