strategic tactics of social media
TRANSCRIPT
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Slide HeaderSocial Mediafor Nonprofits
Presenting to Community Foundation of Greater Fort WayneMarch 11, 2016
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Learning Objectives• Have an understanding of how to do more with less.
• Ability to think strategically about your Why, Goals and Audience.
• Know how and where to generate your social media content.
• Spark ideas for new content on social media.
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Introduction
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Heather Schoegler, MSOLHeather Schoegler, MSOL founded Augustus in Spring of 2015. Augustus is a strategic consulting firm tailoring trust strategies to improve an organization’s growth and well-being.
Heather's experience spans strategic planning, public relations, customer engagement, brand management, healing arts, customer service, and team building across industries including healthcare, economic development, and not-for-profits.
• Gallup Strengths: Strategic, Activator, Learner, Individualization, and Belief; Myers-Briggs: ENTJ; DiSC: I; John Maxwell Values: Faith, Growth, Integrity, Loyalty, Passion
• M.S. in Organizational Leadership. Master’s Thesis: Applying Tim Sander's "Lovecat Theory” to Leadership.
• B.A. in Media and Public Communication• Graduate Certificate in Public Health (incomplete)
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Stephen J. BaileyStephen founded Detailed Web Design in 2006 and recently created With a PH Digital Marketing & Development on its 10th anniversary. In the last decade, he has built over 100 websites for businesses and nonprofits.
In addition to web design and digital marketing, he focuses on SEO strategies for clients as well as digital marketing campaigns. He also manages the social media channels for over a dozen local organizations including Northeast Indiana Regional Partnership, the Downtown Improvement District, The Botanical Conservatory, Waiter on the Way, and many others.
He invests in the community through volunteerism and donating his services to multiple projects and organizations.
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Outline
1. Doing More with Less
2. Thinking - and Acting - Strategically
3. Defining Your Audience
4. Building Your Arsenal
5. Sharing Inspiration
6. Answering Your Questions
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Doing More with Less
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Doing More with Less
AUGUSTUS ADVISORS.NET
“It’s not about what you do, but how well you do it.”
GFWCF| MARCH 2016 | #FortWayneNFP
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Doing More with Less
AUGUSTUS ADVISORS.NET
“It’s not about what you do, but how well you do it.”
GFWCF| MARCH 2016 | #FortWayneNFP
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Doing More with Less
AUGUSTUS ADVISORS.NET
•Social Media•Advertising •Public Relations•Donor Relations•Volunteer Relations•All Duties As Assigned 1
GFWCF| MARCH 2016 | #FortWayneNFP
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Doing More with Less
AUGUSTUS ADVISORS.NET
•Social Media•Advertising •Public Relations•Donor Relations•Volunteer Relations•All Duties As Assigned 1
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Doing More with Less
GFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
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Thinking Strategically
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
Marketing
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
mar·ket·ingnoun \ˈmär-kə-tiŋ\: the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc.
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
mar·ket·ingnoun \ˈmär-kə-tiŋ\: “What”
verb \ˈmär-kə-tiŋ\: “Selling”
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
Social Media
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
so·cial me·dianoun: forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
so·cial me·dianoun: “Where;” a conversation. Today’s online version of deli counter or water cooler.
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
AUGUSTUS ADVISORS.NET
SMART GoalsSpecificMeasurableAttainableRealisticTime-Bound
GFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
SMART Goals
Communication Strategies
Tactics
mea
sure
measure
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
AUGUSTUS ADVISORS.NEThttp://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
GFWCF| MARCH 2016 | #FortWayneNFP
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Thinking Strategically
AUGUSTUS ADVISORS.NET
● Who…is our audience● What…are we trying to say ● Where…can we engage with them● When…can we engage with them● How…do we best say it● Why…do we want to do this ?GFWCF| MARCH 2016 | #FortWayneNFP
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Defining Your Audience
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AUGUSTUS ADVISORS.NET
Defining Your Audience
VolunteersEmployeesBoard MembersDonorsOther StakeholdersGeneral Public
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Defining Your Audience
GFWCF| MARCH 2016 | #FortWayneNFP
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Defining Your Audience
AUGUSTUS ADVISORS.NEThttp://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
GFWCF| MARCH 2016 | #FortWayneNFP
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Where is Your Audience
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
3CsGFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
3Cs CultivationCreationCuration
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
Cultivation
Marketing CollateralWebsiteAnnual ReportPhotos & VideosStoriesVolunteer Material
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
Creation
Volunteer StoriesPartner LocationsTestimonialsAsk Questions/PollsDay-in-Life PhotosVolunteer TipsAccount Sharing
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
Curation
National Day/Week/MonthLocal NewsHashtagsTrade JournalsIndustry Experts/QuotesBlogs/WebsitesE-Newsletters
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal
AUGUSTUS ADVISORS.NET
Volunteer or Client Story
One-Page to Board
Video
Blog Post
E-Newsletter Article
Social Media
1=6GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Hashtags
AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Building Your Arsenal | Channels
hhttp://www.visitfortwayne.com/blog/GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● ½ of Internet Users age 18-29
are on Instagram.
● Hashtags generate more
engagement (i.e. comments and
likes).
● Calls-To-Action work.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● Women - 55% more posts; 8%
more friends than men.
● Older - More than ½ of 65+
internet-using adults are here.
● 70% of accounts are used daily.
● Active users continue to grow.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Facebook
AUGUSTUS ADVISORS.NET
● Cover Photo - clear, relevant and current; change it semi-often.
● Profile Picture - relevant; change it semi-never.
● Profile Content - detailed, basic, relevant info describing your business that connects to your website.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Facebook
AUGUSTUS ADVISORS.NET
Posts
● Image - capture the attention of your audience; recommend square images 600 px in width.
● Content - concise, not too wordy; just enough info to hook the audience.
● Link - website where more information can be found.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Facebook
AUGUSTUS ADVISORS.NET
Boosts● $5 - you can do more with this
here than any other marketing outlet I’ve seen. Ever.
● Watch - end them when you’re happy with your results.
● Spend - everyone should spend a few dollars per month. Your target audience is waiting to give you a good ROI.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● 40 million more visits by Women
than Men.
● Grow knowledge network.
● Share the person(s) behind the
brand.
● Be generous. Retweet.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● 25% of Men watch one
YouTube video per day.
● Videos can educate, relieve
anxiety about unknown.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● Women dominate Pinterest use.
● Best pins = no human faces;
minimal background; dominant
colors; and good descriptions.
● Generate web or blog traffic.
GFWCF| MARCH 2016 | #FortWayneNFP
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Building Your Arsenal | Channels
AUGUSTUS ADVISORS.NET
● Networking.
● Reputation Management.
● Volunteers, Board Members
and Donors all present.
● Prospecting for volunteers
opportunity.
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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Social Media Policy
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Social Media Policy | NLRB
• You cannot restrict anyone from commenting on
his or her work life.
• You can make sure employees sign confidentiality
problems.
• Employees cannot lie.
AUGUSTUS ADVISORS.NETwww.NLRB.govGFWCF| MARCH 2016 | #FortWayneNFP
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Social Media Policy
AUGUSTUS ADVISORS.NEThttps://www.juniorachievement.
org/web/jausa-brand/brand-identityGFWCF| MARCH 2016 | #FortWayneNFP
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Social Media Policy
AUGUSTUS ADVISORS.NETwww.NLRB.govGFWCF| MARCH 2016 | #FortWayneNFP
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Social Media Policy | General
AUGUSTUS ADVISORS.NETwww.NLRB.gov
• Don’t be stupid.
GFWCF| MARCH 2016 | #FortWayneNFP
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“You don’t have to have it all figured out
to move forward.” – Anonymous
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Sharing Inspiration
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AUGUSTUS ADVISORS.NET
Let’s Give Allen County
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Let’s Give Allen County
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Let’s Give Allen County
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Let’s Give Allen County
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Account Sharing
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Account Sharing
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Consistent Branding
GFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NETGFWCF| MARCH 2016 | #FortWayneNFP
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AUGUSTUS ADVISORS.NET
Building Your Arsenal
GFWCF| MARCH 2016 | #FortWayneNFP
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Digital Trends for 2016
AUGUSTUS ADVISORS.NET
Video ContentMobileVirtual RealityInteractive ContentLive StreamingLocation Services and the
Internet of Things
GFWCF| MARCH 2016 | #FortWayneNFP
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Answering Your Questions
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Slide HeaderThank [email protected] [email protected]/HSchoegler twitter.com/withaphdigitallinkedin.com/in/HSchoegler linkedin.com/in/StephenJBailey
Presenting to Community Foundation of Greater Fort WayneMarch 11, 2016