MADTECHEDUCATION SERIES

Sponsored by Collaboration for Good, Inc. Co-sponsored by the Madison Public Library Funded by a gift from Marvin J. Levy

Monthly technology workshops featuring a different tool or topic each month that allow for nonprofits, businesses, and individuals to be more productive. Workshops are open to the public, but there is limited seating managed by an RSVP system.

Social media marketing is more important than ever for nonprofits and businesses alike. Yet, social media engagement is on the decline. So what do you do, when it’s hard to gain followers; harder still to ensure that followers see your message; and you still have to deal with the limits of your time?

THE SOCIAL MEDIA GAME

THURSDAY, FEBRUARY 16, 2017 • 1PM - 2:30PM • CENTRAL LIBRARY

Strategies for Combatting Declining Engagement

WHAT IS ENGAGEMENT & WHY DOES IT MATTER?We’ll cover what exactly is “social media engagement.” Why engagement matters. Why it’s declining. Basic things you should know— some quick stats and figures.

01

HOW TO COMBAT DECLINING ENGAGEMENTFrom defining goals, building relationships, content experimentation, knowing your audience, letting your audience know you, and other ideas and things you can do to combat declining engagement.

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THINGS TO DO / TOOLS & RESOURCESHow do you do, the things you know you should do? We’ll talk tips, tricks, tools, and resources— from building content libraries to automation to knowing what you can ignore and things you must do.

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WHAT TO EXPECT

WHAT IS…SOCIAL MED I A ENGAGEM ENT A N D W H Y D O E S I T M AT T E R ?

SOCI A L ME D IA ENG AGEMEN T

I”“

Social media engagement is the interaction between people, brands, and content on social networks.

Retweets

Likes

Shares

CommentsCOMMON MEASURES OF ENGAGEMENT

@Replies

Reactions

Favorite

WHY ENGAGEMENT MATTERS?

I”“ Engagement matters because people don’t

donate, buy, invest, or spend time with people they don’t know, like, or trust!

I”“ … so cute!

TRUST FOR SALE

I”“As a brand, trust is part of your sales equation. Awareness of your brand, and its perceived trustworthiness starts before direct engagement.

HOW CAN…YO U COM B AT T HE DECLINE I N S O C I A L M E D I A ENGAGEMENT?

WHY IS ENGAGEMENT DECLINING?

ALGORITHM CHANGESAlgorithms are a set of rules to be followed in problem-solving operations by machines,

that tell a newsfeed what to display when.

PLATFORM SHIFTSPeople switch platforms for a variety of

reasons— their friends, the conversations, intimacy, type of content, and more.

EFFORT REQUIREDThe more effort required for engagement decreases the likelihood of engagement—

people may like, but not comment or share.

DECLINE PERSONAL CONTENTSharing personal data online has negative

repercussions, but people are more likely to engage with personal content.

DON’T WANT TO ENGAGEEighty-eight percent of your followers don’t want to engage with you. They don’t know you well, aren’t sure if they can trust, etc.

RISE PROFESSIONAL CONTENTThe rise —dramatic increases— of

professional content reduces the likelihood of brand engagement, significantly.

20%

88%

MY NEWSFEED - FACEBOOK

88% DON’T WANT TO ENGAGE

I”“ Eighty-eight percent of your followers don’t

want to engage with you. They don’t know you well, aren’t sure if they can trust you, and you give them that icky- scared- hesitant feeling they were trying to avoid today.

DON’T BE EVIL!

HOW TO COMBAT DECLINING ENGAGEMENT?

0201 03

BE A BETTER FRIENDBrand. Content. People.

As a brand, understanding who might want your content and why is vital. Stop thinking

about what you need, be a better friend.

POST BETTER CONTENTIt’s said, because it’s true. Understand what

your audience wants and needs, then give it to them. Keep the information you need to

convey to a bare minimum.

BUILD BETTER RELATIONSHIPSRelationships come in all shapes and sizes— colleagues, acquaintances, casual friends,

good friends, enthusiasts, family— build different types of relationships.

STEPS TO COMBAT DECLINING ENGAGEMENT?

1

How does your content effect people’s lives? Are you a mental safe haven? Do you provide j o y ? A r e y o u a n information resource? Define the role you wish to play.

DEFINE HOW YOU MATTER 2 CREATE SIMPLE

GOALS/MEASURE

It’s hard to know if you’re doing better, if you have no goals. Set some simple goals, then measure / track them— weekly, monthly. Adjust goals as you learn and grow.

3 EXPERIMENT WITH CONTENT

Knowing the role you want to play is just half of the equation. Learn what your followers want from you. Experiment with content to see what they like or don’t like.

4 UNDERSTAND BASIC METRICS

Understand the basic insights provided by your platforms. Don’t just look at the raw numbers, compare them to what you know— followers, percentages.

5 USE A CONTENT SCHEDULE

If you’re one person wearing multiple hats or even a small team, start using a content schedule. It will help keep your content flowing and save a lot of time.

6 REVIEW, ADJUST, REPEAT

Unfortunately, these things aren’t just one and done items. You have to keep doing because things are always changing, so review, adjust, repeat.

FACEBOOK

TYPES OF POSTSWhat types of post does your audience really respond to and when? The above

post falls into our tribute/thank-you category. Our followers love them.

TIMING OF POSTSEven a statistical posts like above—

better visualized than pure text— can gain traction, when posted at a good

time. This was posted at 4pm, but shared at 6pm by our sister page.

BASIC PAGE KNOWLEDGEHow many followers does your page have? What’s the default reach of a

post— 5%, 10%, 12%, higher? What are your dead zone times when posting?

THINGS TO DO…TOO LS & R ES O URCES TO H E L P S AV E T I M E , E N E R GY, & L E A R N .

TOOLS

Edgar is a content library, instead of manually scheduling social media posts to go out every

day… you simply build up a library to allow posts to be delivered, as planned.

BUFFER

Buffer is a content scheduler for social media. You can save time managing your social media accounts, by pre-scheduling

content for multiple channels

Hoot suite is a social media management and analytics dashboard. Manage multiple

networks and multiple accounts.

Slack brings all your communication together in one place. It's real-time messaging, archiving

and search for modern teams.

Sprout Social is a social media management tool created to help organizations grow their

social media presence.

Zapier is an web automation app. With Zapier you can build Zaps which can

automate parts of your business or life.

EDGAR HOOTSUITE

SPROUT SOCIALSLACK

COSTFREE for individual use, with limitations. $10/mo for increased access. $99/mo for small businesses with a 50% nonprofit discount.

01

PROSSimple, straight forward content scheduler, that will allow you to pre-create and schedule from 10-2000 advance posts. Provides analytics.

02

CONSNot a content library, that stores reusable content. The free version should allow access to two social media accounts, instead of one.

03

BUFFER

COST$49/mo no obligation or discounted annual plans.

01

PROSA massive time saving, reusable, content library. Edgar allows you to create categories of reusable content— tips, tricks, resources, humor, inspiration, or answers to questions, and then to use them to fill out and keep your social media streams lively.

02

CONSNear the price limit of what we recommend for nonprofits for online tools. Drag and drop rescheduling would be a fantastic feature.

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EDGAR

COSTFREE / $20 a month. The free plan allows you to make two-step Zaps for any of the tools.

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PROSA workflow automation tool for busy people without programming. Napier allows you to allow applications to work together— so you can reduce the number of routine tasks you have to do. Hundreds of popular applications can have tasks automated.

02

CONSThe free version lacks multi-step processes. A multi-step process could take a new email labeled tasks, create a task in your project manager, send contact info to your address book, and more.

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RESOURCES

Keeping informed of tools, methods, tips, and tricks that you can use to improve how you use social media to further your cause or sell more—

Sprout Social provides great information.

B U F F E R B LO G

Buffer offers multiple blogs, but it’s social media blog is top notch including research and resources

from other agencies, as data from its own experience and experimentations.

The self-proclaimed, “where marketers go to grow”, HubSpot provides a host of resources and tools that

cover the range from email marketing to creating better content to design. HubSpot is a multi-facet

resource center for the do-it yourself pro.

S P R O U T S O C I A L B LO G H U B S P OT B LO G SH T T P: / / S P R O U T S O C I A L . CO M / I N S I G H T S / H T T P S : / / B LO G . B U F F E R A P P. CO M

A Social Media Calendar that helps you organize your content in advance. It’s the low tech, free method for easier coordination, and campaign growth. Includes a monthly calendar, content

repository for Facebook, Twitter, plus.

S O C I A L M E D I A CO N T E N T CA L E N DA R

H T T P S : / / G O O. G L / S Q I Y U FA simple guide to how to create a basic social media plan. Many people start out with a plan

that’s too complicated for their time and expertise— start simple, then adapt and grow. This

template allows you to focus on the basics

S O C I A L M E D I A P L A NI N C LU D E D I N D O W N LOA D

A seven item folder containing this presentation and additional resources for you. The social media

plan template, info on email marketing, more details and insights on Facebook, as well a more

advanced content marketing plan guide.

R E S O U R C E F O L D E RL I N K I N E M A I L

Pixaby — free high quality images

Adobe Spark — Make Images, Videos and Web Stories for Free in MinutesSocialoomph — Social Media Productivity

Everypost — Content Curation Pablo — Text-to-Image

Create aContent Library

Identify & Promote

Enthusiasts

Review your stats and insights,

regularly.

Respond to questions and

comments.

Get notifications! Especially if you are email driven

HANDLE COMPLAINTSHandle complaints well. The

online community can be vicious when they want to.

HASHTAGSHashtags are relevant for

cross-channel stats and quick searches. Use them.

BE FUNNY Be funny or inspirational, but don’t be just dry and boring.

Some humor goes well.

SPEND MONEYPlan to spend some money, if

if it’s just $50 for the year. Spend it on what matters.

BUILD RELATIONSHIPSCombat engagement declines

by building better relationships.

QUICK TASKS

THANK YOU

COLLABORATION FOR GOODCollaboration for Good, Inc. is a communications and capacity

building organization focused on growing social good.

MADTECH ED SERIEShttp://madtech.eventbrite.com

Monthly technology workshops. Open to the general public.

SLIDES AND RESOURCESWill be made available. My slide deck, always includes my storyboard notes, and access to content schedule templates and other resources will be linked to. A follow-up email is sent by the Monday after the workshop.

web. http://collab4good.org tel. (608) 241.3616 (land) email. alnisa@collab4good.org

Have more questions? Need assistance? Just want to discuss some of your ideas. Book up to an hour of my time at no charge,

Mondays. Meetings are scheduled for Horizon CoWorking.

SIMPLYBOOK.ME Horizon CoWorking 7 N. Pinckney St., Third Floor Madison, Wisconsin, on the Square.http://collab4good.simplybook.me/