1

Giving Communities and the Role of Social Media Marketing

6.24.13

When is the right time for Social Media Marketing (SMM)?

What makes a good Social Media Marketing plan?

Steps to take in drafting a Social Media Marketing plan?

2

Overview

3

The Landscape…seriously

Social Media Explained

4

5

“Social media is like teen sex.Everyone wants to do it. Nobody knows how.When it’s finally done there is surprise it not better”

Avinash Kaushik, Analytics Evangelist, Google

6

https://www.facebook.com/UnitedWayWINGs

https://www.facebook.com/pages/United-Way-WINGs

Before diving in…let’s review current initiatives

7

Before diving in…let’s review current initiatives

8

www.facebook.com/UnitedWayEmergingLeaders

Before diving in…let’s review current initiatives

9

Before diving in…let’s review current initiatives

10

Facebook Yes (2) Likes 152

No YesLikes 482

YesLikes 355

LinkedIn YesMembers 53

YesMembers 1008

553 No

Twitter No No Test UW No

Other Info:

Five Personality Traits

• Engaged• Skilled• Connectors• Purpose • Driven• Cultivators

• Involved • Qualified• Connectors• Philanthropic• Welcoming Spirit

• Nimble• Experiential• Driven• Fresh• Empower/

Educate/ Excite

• Emboldened• Collaborative• Awakened• Strong Voice• Desire to Build A

Community

Current Messaging Focus

Financial Stability Early Education How does philanthropy not only make you feel good but also help you professionally?

Dedicated to addressing the needs of the LGBTQA community. Currently: Homeless youth

Financial Entry Point

$1000 $2500 $500 $1000

Giving Community Summary

Review your overall business plans•Define where social fits (not the reverse), including

– Details of Your Target Audience• Where are their digital social hang outs now (go to them, don’t expect them to come to you)

– Details of Your Current Marketing Efforts

Define Specific, SMART SMM Goals•For example

– Online research

– Buzz around new content

– Drive traffic

– Name acquisition/event registration

•If it’s about engagement, define engagement (positive, comment on content, etc.)

•Don’t let social metrics define your goals, such as “more Twitter followers”, “more fans on Facebook”, “more YouTube views.”

Find Your Authentic SMM Voice•Create and implement a voice that resonates with each of your specific target audiences

•Empower and enable your volunteers/network to also spread your voice

11

Discovery & Development

Choose Your Social Tools AppropriatelyBlog Micro Blog Community Video Image Business

Objective Demonstrate thought leadership

Contribute to existing conversation

Build and sustain community

Share your story with sight, sound and motion

Encourage discovery of activities

Nurture business and corporate groups

Why • Compelling and editorial voice

• Adding unique insights to conversation

• Add quick insight, thought to existing conversation

• Encourage enthusiastic base

• Flash-donation opportunity

• Share successful outcomes, events

• Get feedback/ crowd sourced ideas

• Share professional video based story telling

• Feature UGC video story telling

• Share compelling imagery telling your story

• 44mm+ professional US members

• Low effort organization of key corporate members

Stats • More than 555 million users.

• Majority between 26-34;

• 57 percent female. • Best tool for

interacting in real-time

• More than 955 million users.

• Majority between 18-25;

• 60 percent female. Best opportunity for community building with customers.

• 1 billion unique users each month (1 of every 2 people online)

• Majority between <18-24

• Evenly split male/female

• Skews higher for AA, Asian & Hispanic

• Pinterest: More than 12 Million Users.

• Majority between 26-44

• 68 percent female. • A viral platform for

sharing stories via pictures.

• More than 150 million users globally

• Majority between 26-34 directly followed by 35-44

• The number one B2B social networking tool.

Effort 8 7 9 6* 4* 3

Reach 2 5 8 3 6 3#

Success • Influence key thought leaders

• Earned media leads

• Heavy sharing of content created on other social channels (increasing reach)

• Interaction with and continuation of social conversations around key GTCUW issues

• Enhanced 2-way communication

• Building substantial list of ACTIVE constituents who interact with community

• Enhanced 2-way communication

• Increased views and shares of created video content

• Heavy amount of sharing and imagery created and/or curated by GTCUW

• Strengthening of corporate relationships

• Start to have direct communication with corporate audiences

12* Higher effort required if content (video or photography) is not currently being created or collected from participants # Small reach, but highly aligned and very key constituent group

It’s Content Time

13

Low Hanging Fruit• Audience specific content you have on hand

Frequency of content delivery & response to social engagement• What does each audience like? • What are they already responsive too?

– What do we want them to do?• How are you replying back to them?

Ways to increase audience engagement•Surveys? •Social causes? •Look back and see what gets them energized

Events can drive social•Leverage events for content (pre, during, post)

Your social success metrics •Membership: friends, followers, fans •Content: posts, tweets, number of fans •Engagement: comments, retweets, shares, likes

find

deliver

measure

14

Business Objectives Dedicated to addressing the needs of the LGBTQA community

Social Media Objective: Short Term 3-6 mos.

To build our FB audience in support of the Pride events

Social Media Objective: Long Term 2014

To build and motivate the Arise digital community and encourage advocacy

Tools? Facebook, Linked InTwitter

Frequency? Monthly (engaged audience)

How will you measure/define success

• FB Likes• Etc.

How will you revise and evolve the plan?

Monthly status

Who is the owner? Lan/tbd

Role of Volunteer vs. GTCUW

Both/To be assigned

Planning worksheet (sample)

15

How You Can Be A Good Social Media Manager

RESEARCH: • Be the “go to person” • Stay up to date on content written

in your industry by the key influencers

CONNECTING: • As much as

possible, build relationships with your people

• Read their blog posts, and comment on the posts by giving your thoughts

EXPERIMENTING: • Take some risks in the

beginning. • Post content that you know

push the envelope. • That is the only way you’ll

learn what the boundaries truly are with your audience.

LISTENING: • Listen to what others

are telling internally and externally

• Take the feedback you receive and implement it into your current strategy

TRACKING: • From the beginning,

define what success looks like and what measures are in place to define it

• It is critical to have analytics in your portfolio

Roles & Responsibilities

Task GTCUW The Volunteers

Developing the voice Always

Posting Always Limited

Monitoring Always Limited

Sharing Always Always

Liking Always Always

Recruiting Always Always

Tweeting Always Limited

Blogging Always Guest Only

16

Summary

The goal of social media is to turn customers into a volunteer marketing army. So you need to activate them – don’t just collect them like baseball cards.

Focus on how to be social, not on how to do social.

Jay Baer

17

5 Dimensions of Social Media Equity

“You can’t save social media equity — you can only build it and spend it.Chris Abraham

1.Conversation– Interaction: listening and responding

2.Energizing– Compelling followers to evangelize, spread brand mentions

3.Promotion– Utilize channel as promo or integrated promo channel

4.Integration– Interaction with other brand channels and communications

5.Editorial quality– Frequency of updates, quality of content

18

Best Practices Hit List(a lot to read but worth it)

19

What Successful Brands Do What Success Looks Like What Mistakes to Avoid

They listen. (monitor, observe, and reply) Customers seek you out and ask you questions (gain interaction & engagement)

Thinking its all about you

They don’t try to dominate every single social network BUT need to play in more than one sandbox

People talk about you Schizophrenic personality across platforms

Social media leaders still use email.  Email is part of what allows a deeper conversation.

People share your links Take the time to respond

They are genuine You create brand advocates No cultural sensitivity – don’t reply the same way on FB as LI as Twitter

They publish more quality, not just quantity You gain insights Focusing on quantity vs. quality

Social media leaders don’t let friends outsource your voice 

Your content has a clear focus for specific stakeholder groups

Get personal You find and share useful trends

Social media is not free, but earned You demonstrate thought leadership

You need to track, monitor and measure You build and maintain active relationships

They believe in you network and leverage it You receive and implement suggestions