Extending the Reach and Influence of Nonprofits with Social Media
47
United Way Worldwide Identifying & Creating Nonprofit Content and Content Strategy Extending the Reach and Influence of Nonprofits with Social Media #nonprofitsm
-
Upload
gerris -
Category
Technology
-
view
372 -
download
3
description
The full deck from the presentation today. Here's more information. Event Details Are you managing social media as part of your nonprofit’s marketing mix? Then this workshop is for you! In this case-study style workshop you will learn: How to think about content for use in social media Where to source content including internal and external stakeholders What tool and approaches can be used to distribute and amplify your social media impact How to analyze the results of message amplification effects Hosted By: United Way Worldwide & GaggleAMP 1:00PM - Registration and networking 1:30PM - Identifying & Creating Nonprofit Content and Content Strategy Chris Abraham - Director, Social Media at Unison Agency 2:00PM - Content Case Study - United Way’s Social Content Strategy Jason Bethke - Manager, Online Engagement & Marketing at United Way Worldwide 2:45PM - Social Media Distribution Case Study - Activating United Way’s Network to Augment, Amplify and Align the Online Brand Experience Brian Cox - Director of Online Engagement at United Way Worldwide Glenn Gaudet - President & Founder , GaggleAMP 3:30PM - Tool Discussion with Q&A Presenter Bios: Chris Abraham - Director, Social Media at Unison Agency is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, Web strategy consultant and advisor to the industries’ leading companies. Jason Bethke - Manager, Online Engagement & Marketing at United Way Worldwide Brian Cox - Director of Online Engagement at United Way Worldwide As Director of Online Engagement, Brian Cox oversees the digital group at United Way Worldwide, and serves as the primary digital marketer and brand manager online. In this role he is responsible for United Way's strategy and innovation online and in social space. Glenn Gaudet - President, GaggleAMP Glenn brings over 20 years of comprehensive experience in both strategic and product marketing for technology and media companies ranging from startup to $1 Billion in sales. He has delivered results in and pioneered new techniques in marketing technology. He is also the author of Connection, Community & Conversation: Making Social Media Work for Business.
Transcript of Extending the Reach and Influence of Nonprofits with Social Media
United Way Worldwide
Identifying & Creating Nonprofit Content and Content StrategyExtending the Reach and Influence of Nonprofits with Social Media
#nonprofitsm
April 11, 20232
Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response.
Email: [email protected]
Twitter: @chrisabraham
Google+: rnnr.us/plus
Facebook: facebook.com/chrisabraham
LinkedIn: linkedin.com/in/chrisabraham
Blog: chrisabraham.com
Mobile: +1 202-352-5051
Hashtag: #nonprofitsm
Chris Abraham
#nonprofitsm
April 11, 20233
• Your Organization
• Your illustrious history
• Your noble vision
• Your past wins
• Your narrative
• Your Staff
• Empower personal brand development
• Your Industry
• Industry news and happenings
• How do you influence the industry?
• How does your industry influence you?
Content Strategy
#nonprofitsm
April 11, 20234
• Your Issue
• Stop preaching to the choir
• No inside baseball or wonking out
• Remediate, remediate, remediate
• The News
• The news effects us all
• How are you part of the news?
• How does it effect your nonprofit?
• The Influencers
• Share the news of others – best way to connect
• People always notice retweets, shares, etc
Content Strategy
#nonprofitsm
April 11, 20235
• Social Media
• Online Influencers (Facebook, Twitter, LinkedIn, etc)
• Twitter Lists (Create Your Own or Discover Public Lists)
• Keywords & Hashtags (Hitchhike or Create)
• Who do the influencers follow?
• Mainstream Media
• Mainstream Media Clipping Services (Meltwater News)
• Mainstream Media Email Alerts (WaPo, FT, NYT, etc)
• Organizations’ & Associations’ Email Lists
• Internet Search
• Google Alerts
Sourcing News
#nonprofitsm
April 11, 20236
• Feeds & Newsreaders
• Netvibes
• NewsBlur
• Feedly
• The Old Reader
• Reeder
• NetNewsWire
• (TweetDeck)
• Blogs
• Alltop, Technorati, Google Search, Blogroll
Sourcing News
#nonprofitsm
April 11, 20237
Follow Influencers
#nonprofitsm
April 11, 20238
Like Facebook Pages
#nonprofitsm
April 11, 20239
Add Google+ Pages
#nonprofitsm
April 11, 202310
Twitter Lists
#nonprofitsm
April 11, 202311
Meltwater News
#nonprofitsm
April 11, 202312
Google Alerts
#nonprofitsm
April 11, 202313
#nonprofitsm
April 11, 202314
#nonprofitsm
April 11, 202315
#nonprofitsm
April 11, 202316
Feedly
#nonprofitsm
April 11, 202317
Feedly
#nonprofitsm
April 11, 202318
Feedly
#nonprofitsm
April 11, 202319
Buffer
#nonprofitsm
April 11, 202320
HootSuite
#nonprofitsm
April 11, 202321
GaggleAMP
#nonprofitsm
April 11, 202322
OutsourcingWhen social media isn’t your core competency
Or, let’s be honest, you really hate social media
• When you can’t put the time in to do the reading
• When you don’t enjoy doing the writing
• When you haven’t mastered the art of social media grammar, protocol, hash tagging, semantics, timing, or format
• When you’re not yet in tune with the social mediasphere
When you need to extend and expand the volume, texture, and consistency of your content coverage
• Social media is a 24/7/365 commitment
#nonprofitsm
April 11, 202323
Social Media Maxima
#nonprofitsm
April 11, 202324
Thank You!
If you have any questions at all, you can reach me directly:
Email: [email protected] Mobile: +1 202-352-5051
Twitter: @chrisabraham
Google+: rnnr.us/plus
Facebook: facebook.com/chrisabraham
LinkedIn: linkedin.com/in/chrisabraham
Blog: chrisabraham.com
Socialmedia.biz: socialmedia.biz/author/chrisabraham
Biznology.com: biznology.com/author/chrisabraham/
Huffington Post: huffingtonpost.com/chris-abraham/
#nonprofitsm
United Way Worldwide
Content ManagementA United Way Case Study
@JasonBethkeManager, Online EngagementUnited Way Worldwide
#nonprofitsm
April 11, 202326
Facebook:
Information, Donations, External Attendance, Site Traffic
Twitter:
Specific outreach, Thought leadership, RT’s, Trends
Specialty Channels?
CONTENT IS YOUR CURRENCY
What’s the value of a “Like?”
#nonprofitsm
April 11, 202327
Viruses:
We’ve all had them
You don’t pay for them
Everyone builds immunities
Don’t make a viral YouTube video –
Know that you want to, but wait for the perfect content
Viral Marketing
#nonprofitsm
Alpha Mom – Tech Ladder
Segmenting Your Audience
April 11, 202329
Develop Personas: Example Alpha Mom
Gaining Audience:
Place content vs. push content
You are who you associate with
Post targeting
What’s trending? When are you posting?
Building Conversation:
Tweet with your followers & influencers
Brand yourself – TONE: Necessary & memorable
Segmenting Your Audience
#nonprofitsm
April 11, 202330
Committed: Be Dependable & Branded
Curated: Theme & Context
Calendar: Time & Continuity
What’s the action?
Ask to Give vs. Inspire to Contribute
Content Management
“… Donate to United Way today!
Donation URL
“When we reach out a hand to one…
Donation URL
#nonprofitsm
United Way’s Content Calendar
Q&A
#nonprofitsm
United Way Worldwide
Organization Stakeholders
#nonprofitsm
Glenn Gaudet @glenngPresident & FounderGaggleAMP
Engaging Stakeholders
Who are they?
April 11, 2023 #nonprofitsm
Fans
Justin Bieber is #1 on Twitter
Retweets .08%
Favorites .05%
How about your fans?
April 11, 2023 #nonprofitsm
Advocates
Ground Game Matters
Susan G Komen vs. Planned Parenthood
January 2012 Crisis
April 11, 202336 April 11, 2023 #nonprofitsm
Staff
A nonprofit’s staff and employees are a constant reflection of your organization to those they interact with.
Their collective reach is powerful!
April 11, 2023 #nonprofitsm
Chapters
The local entities that represent your nonprofit.
These represent their own social media presence.
April 11, 2023 #nonprofitsm
Affinity Levels
Higher Affinity
Lower Affinity
Staff
Advocates
Chapters
“Fans”
Value of Sharing
April 11, 2023 #nonprofitsm
United Way Worldwide
UWW & GaggleAMP
#nonprofitsm
@JasonBethkeManager, Online EngagementUnited Way Worldwide
Glenn Gaudet @glenngPresident & FounderGaggleAMP
April 11, 202342
1,200 Local United Ways
Drastically Different:
Audiences
Initiatives & Goals
Budgets & Capacity (Web IQ)
One Brand
Focusing On:
Trust
Awareness
Community Impact
Building a Cohesive Network Voice
#nonprofitsm
April 11, 202343
Content
Blogs
Social
Learning
Weekly Videos
Implementation
Analytics
Strategy (Calendar)
The Digital Suite
GaggleAMP
#nonprofitsm
April 11, 202344
Event Promotion
Online – #BigThanks
On Ground – Healing in the Heartland
Campaign
Brand Building
Macro vs. Micro Themes
Customization
Audience Growth
Drastically Different Web IQ
GaggleAMP Content Management
#nonprofitsm
April 11, 202345
Sample Messaging
#nonprofitsm
April 11, 202346
Analytics
Q&A
#nonprofitsm
