Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000...

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Smart Social Media for Busy NonProfits Choosing your Platform • Knowing your Audience Ellen Didier President www.RedSageOnline.com NONPROFIT UNIVERSITY Sponsored by the Community Foundation June 22, 2016

Transcript of Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000...

Page 1: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Smart Social Media for Busy NonProfits

Choosing your Platform • Knowing your Audience

Ellen Didier President

www.RedSageOnline.com

NONPROFIT UNIVERSITY Sponsored by the Community Foundation

June 22, 2016

Page 2: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

First, put Social Media in Perspective

For every 1,000 email subscribers,

nonprofits have

355

Fans

132

Followers

19

Followers

Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online

Page 3: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

There are more than 3 platforms!

How do you choose?

Page 4: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

What are your Social Media goals?

Share Information & Build Awareness?

Generate Conversations & Engagement?

Generate Action? Become a volunteer, donate, sign a petition?

Traditional emails and face to face interactions

are far more effective at driving action.

Page 5: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Who are you trying to reach?

Page 6: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

What type of organization are you?

Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online

Page 7: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

What are you most comfortable doing?

Hint: Don’t blog if you hate writing

Page 8: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

The top platform for best overall reach

Page 9: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R
Page 10: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online

Page 11: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

According to Hubspot, use the 3 A’s for your posts

1/3

Appreciation Recognize donors,

supporters,

volunteers,

employees

1/3 Advocacy Engage and share

content of other

groups relative to

your area of service

1/3 Appeals Solicit donations or help.

Page 12: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Appreciation

Page 13: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R
Page 14: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Advocacy

Page 15: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Appeals

Page 17: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Create your own branded graphics at Canva.com Check out Facebook/FocusOnTheFamily

Page 18: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Generate conversations

Page 19: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Ask questions

Page 20: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Top Platforms for Breaking News & Live Events

Page 21: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Source: M+R Benchmarks X + NTEN 2016 Study of Non-profits online

Page 22: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Twitter & Instagram are most

powerful when it is immediate

Events (Twitter) Crisis

communication

Breaking news General content

Page 23: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

What to post on Twitter

30%

conversation

& responses

60% retweeting

& sharing other

content

10% announcements and events

Page 24: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Include photos and links.

Shorten links with bit.ly

Page 25: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Use RiteTag.com or hashtagifyme.com to find most popular hashtags

(don’t use more than 2 in your posts)

Page 26: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

…and influencers, and usage patterns. Free and low cost plans.

Page 28: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Tweet at public events related to your area

Page 29: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Pinterest Success Story

Page 30: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Pinterest Success Story

Page 31: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Instagram for photo content HIGH QUALITY photos

Page 32: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Instagram for photo content Shareable Inspiration and Facts

Page 33: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Why use social donation tools? Impulse buying works – particularly with Millennials

Page 34: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Collect Donations through Social Media

Most effective when triggered by event or specific project

Page 35: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R
Page 36: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R
Page 37: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Facebook Donate Now Button

Links to your website or online giving app.

Page 38: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Facebook Donate Now Button

Links to your website or online giving app.

Page 39: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Facebook will is working on tools to donate direct through Facebook and even set up

specific fundraising pages.

Source: https://donations.fb.com/

Page 40: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Charitweet.com Fee: 5.9% + $0.50

Page 41: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Text to Donate promotion

Page 42: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R
Page 43: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

How do you find the time?

Page 44: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

It is ALL about building processes to make it happen!

Page 45: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Research and create a list of nonprofit channels you love

Google search: top nonprofit facebook pages 2016 etc.

Page 46: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Use a Calendar: Start with the Year View Download an Excel calendar from WinCalendar.com

Fill in your annual events and holidays first fill in when you will post on each platform before and after the event.

Page 47: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Consider Establishing Monthly Themes

Jan: Web Design Feb: Tradeshows

Mar: Facebook Apr: Online Advertising

May: Branding Jun: Logo Design

This makes it easier to plan posts and keep the

content fresh. While not every single post will

conform to the them, the major ones will.

Fill in each month’s theme on your monthly calendars.

Page 48: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

List the types of ongoing posts you want to make and how often you think

you can pull these off reliably.

• Monthly: o Share a newsletter once

o Find two to four news articles or blogs about your service area to share

o One testimonial video

• Weekly (unless an event is happening) o Post one profile of a volunteer, board member, someone you

helped, teacher appreciation, etc.

o Post one inspirational quote graphic with your logo

Record these on each month of your annual calendar – not what you are

posting, just the type of post (FB-Profile, T/FB-Share Enews, etc.). Back off

the posts around events, holidays, or vacations – you will be too busy. Just

get the schedule mapped out.

Page 49: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Put a 1 – 3 hour Marketing Planning Meeting early each month of your calendar!

• Keep this meeting sacred!

• Look at your list of inspiration nonprofit channels

• Write your posts for the next month, sticking to the theme, if applicable

• Identify content from other organizations to share, gather links, and write accompanying post

• Identify inspirational quotes and design your graphics

• Plan who you will profile, plan or request photos, and write profile text

Page 50: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Put a 1-hour Weekly marketing

meeting on your calendar

• Review and finalize your posts

• Adapt depending on what is going on that

is exciting or newsworthy

• Schedule your posts for the following week

Page 51: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Daily

• Take a few minutes to review and respond

to posts at least twice per day.

Page 52: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

Make posting easier – reuse content

One newsletter could

potentially generate 4

Facebook posts and

up to 8 Twitter posts

Page 53: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

How to find great articles to share

Page 54: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

My Favorite Scheduling tool

50% off these rates for non-profits!

Page 55: Smart Social Media for Busy NonProfits · First, put Social Media in Perspective For every 1,000 email subscribers, nonprofits have 355 Fans 132 Followers 19 Followers Source: M+R

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