Forget Facebook...Until Your Nonprofit Has a Social Media Strategy
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Transcript of Forget Facebook...Until Your Nonprofit Has a Social Media Strategy
Myrna Greenfieldgoodeggmarketing.com
Forget Facebook…Until Your NonprofitHas a Social MediaStrategyPresentation for the Metrowest Nonprofit Network, 12/7/2012
Myrna Greenfieldgoodeggmarketing.com
Agenda
• Brave new world for communications• Benchmarking: Nonprofits & social media• Social media strategy: Overview• Reviewing the top social media options• Creating a strategy for your organization
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From Broadcast Communications…
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To Consumer-Generated Content
New School
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Multitasking
Photo by ryantron, Creative Commons
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The Future is Mobile
• 46% of social media users access it via smartphones
• Consumers spend 30% of their total time online visiting social networks via mobile devices
• Responsive web design is a must!
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Nonprofits’ Top 3 Factors forSocial Media Success
1. Develop a vision and strategy
2. Prioritization by Executive Management
3. Dedicated social media staff
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Nonprofit Usage of Social Media
• Virtually everyone is using some social media
• Virtually no one is raising substantial funds via social media
• Most nonprofits plan to continue investing in social media
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Survey of Our Group
:
Online channels used0
5
10
15
20
25
30
WebsiteEmailFacebookTwitterLinkedInYouTubeBlogFlkr
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Staffing for Social Media
• NTEN: 89% of respondents have 1 part- to full-time person working on social media
• Our group: 96% have 1 or more part-time staffers or volunteers working on digital and social media
• NTEN says: Staffing for social media is slowly but steadily increasing
*NTEN survey didn’t include Web & email
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Role/Purpose of Usage
Mar
ketin
g
Fundr
aising
Progr
am D
elive
ry
Advoc
acy
Mar
ket R
esea
rch
Custo
mer
Sup
port
0
20
40
60
80
100
Our GroupNTEN
Myrna Greenfieldgoodeggmarketing.com
Value to Your Organization
Very valuable
Somewhat Valuable
Not very valuable
Not valuable at all
0
10
20
30
40
50
60
70
Our GroupNTEN
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Why not more presence?
No st
rate
gy
No st
aff/b
udge
t
Lack
exp
ertis
e
Mes
sage
con
trol
Privac
y
Not v
aluab
le
Tried/
stop
ped
0
20
40
60
80
Our GroupNTEN
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Social MediaStrategyOverview
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Facebook is a Tactic, Not a Strategy
GOAL
AUDIENCE/TARGET
STRATEGY
TACTIC(S)
MEASURED OUTCOME
TACTIC
Strategic Approach Tactical Approach
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Sample Goals
• Recruit 100 new donors under 50• Recruit 50 new volunteers for soup kitchen• Add 200 eNews subscribers• Get 5 articles published about us• Sell 100 more tickets to our annual fundraiser• Persuade your local high school to compost• Create online community of parents raising
children with autism
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Understanding Your Target Audience
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Creating a Strategy
Your Organization’s Resources & Needs
Your target’s interests, needs, & preferences
Strategy
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The Three Stages of Relationship Building
Attract
WHO
GOAL
HOW
MEASURE
Engage
WHO
GOAL
HOW
MEASURE
ActWHO
GOAL
HOW
MEASURE
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Choosing Tactics for each Relationship Stage
• Are you and your supporters strangers or already dating?
• Are your supporters in love with you or just biding time?
• Are you asking for a date or trying to get hitched?
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Sample Tactics for Each Relationship Stage
Attract
WHO: Strangers who are interested in your causeGOAL: Inspire them to follow you on Facebook , Twitter, LinkedIn, YouTube, or your blog, or subscribe to your eNewsletterHOW: Website, SEO, blogging, Twitter, LinkedIn, Facebook, YouTube, media coverage, events, etc.MEASURE: # of unique individuals attracted by each tool
Engage
WHO:People who are interested in your cause whom you can contact or reachGOAL:Provide information and experiences that they want to read, experience, and shareHOW: Website, blog, eNews, videos, events, etc.MEASURE: # of people reading, clicking, liking, sharing, and engaging
Act
WHO: People who are interested in your cause who have been interacting with youGOAL: Get them to become active in your cause.HOW: Provide call to action (attend a rally, call their Senator, write a letter to the editor)MEASURE: # of people who take the action.
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Measurement Forms In Current Use
Site v
isito
rs
Reach
Custo
mer
feed
back
Regist
ered
mem
bers
Conve
rsion
s
User G
ener
ated
Con
tent
Fundr
aising
reve
nue
0
30
60
90
Our GroupNTEN
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Measurement Recommendations
• Make it easy• Maintain a dashboard• Set measurements for each goal• It’s not just about the numbers
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ReviewingThe Top Social MediaOptions
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Websites• Still a must!• The base for your online
presence• More content = more traffic,
better search ranking• Make your content sharable• Get as many inbound links as possible• Think mobile
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Free Website analysis
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Blogging• Great for getting traffic to your site• Great for search engine ranking• Great way to be a thought leader• Great way to get messages out• Can be very time-consuming• Consistency and frequency are key• Not useful unless people are reading it!
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Blogging Tips
• Make it part of your website (for SEO)• Host it yourself, not on Wordpress• Use short posts• Make your posts easy to share • Promote your posts via social media• Create an editorial calendar
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eMail Marketing
• Still a primary tool, but not as dominant
• Good for – Professionals at work– Driving traffic to your website– Promoting other social media– Capturing leads
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eMail Marketing Tips
• Drive readers to your website to read full articles
• Recruit subscribers through social media, including Facebook
• Create dedicated landing pages• Make content easy to share• Using video in emails increases open rates
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• Great for:– Promoting events– Sharing content and
linking to your site– Organizations with lots of photos and stories– Reaching people who don’t use email (especially younger people)
• Not as good for– Reliably reaching everyone– Organizations with very small followings– Schools
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Facebook Tips
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Show up in News Feeds
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Facebook Fundraising--NTEN
• 54% of NTEN respondents are NOT fundraising on Facebook
• Only 3% raise >$10,000• Most common tactics:
– Ask for an individual gift– Event fundraising– Facebook Causes– Personal fundraising (peer-to-peer)
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Facebook Advertising
• 88% of nonprofits advertise on Facebook• Top uses:
– 66% - Build awareness of org. or program– 54% - Base-building (get new Likes)– 33% - Non-financial asks (volunteer, sign
petition– 24% - Fundraising
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Twitter– One of the easiest tools to use,
and easy to link to your other social media.
– Great way to connect with new people– Post photos, videos, links– Keep up to date with thought leaders– Tweeting your blog posts generates more traffic
and inbound links
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Twitter Tips– Use an app (like TweetDeck, HootSuite) to
schedule your Tweets.– Retweet 4x more often than you post something
promotional– Keep your tweets under 120 characters to
encourage Retweets– Ask people to Retweet important tweets– Thank people for following and retweeting– Create an appealing profile; link it to your site
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YouTube
• Video will be half of all Webtraffic by 2014
• YouTube is the second mostused search engine in the world (after Google).
• Having a video on your home page improves your search engine ranking
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YouTube Tips
• Sign up for a YouTube channel for your nonprofit
• Keep your videos short• Use keywords to title and tag your videos• Cross promote via your other social
media.
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• Great for reaching professionals
• Great for staff and volunteer recruitment
• Great for promoting your expertise• Great for making/keeping connections in
your field• Great for researching fundraising prospects
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LinkedIn Tips• Create a nonprofit Company page and
ask people to follow you.• Encourage staff/board to have profiles
and connect to each other• Post updates• Join groups• Answer relevant questions
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Creating aSampleSocial MediaStrategy
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Facebook is a Tactic, Not a Strategy
GOAL
AUDIENCE/TARGET
STRATEGY
TACTIC(S)
MEASURED OUTCOME
TACTIC
Strategic Approach Tactical Approach
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Closing Comments
• Don’t bite off more than you can chew
• Leave room to experiment• Engage staff, board, and volunteers• Measure and evaluate• Have fun!