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Social Media HandsOn Lessons Basics for Nonprofits 2014-02-19
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Social Media – HandsOn Lessons Using and Managing Social Media Wednesday, February 19, 2014 @Google Pittsburgh
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Social Media workshop for nonprofit organizations on the ins and outs of specific social media channels to learn how to use and manage networks like Facebook, Twitter, and LinkedIn to effectively engage an audience, gain their support and keep people coming back.
Transcript of Social Media HandsOn Lessons Basics for Nonprofits 2014-02-19
Social Media – HandsOn LessonsUsing and Managing Social Media
Wednesday, February 19, 2014@Google Pittsburgh
Your Social Media Panel: Jon O’Brien,
Director of Communications,
Master Builders Association of Western PA
Karlye Rowles,
Marketing Manager,
Kulzer and Co., Inc and
(Pgh Metro Chapter) Appraisal Institute
Patty Swisher,
Vice President of Corporate Communications ,
IKM Incorporated Architects
Hosted by: HandsOn Tech, Pittsburgh Cares
Objectives
Learn the ins and outs of social media channels like Facebook, Twitter and Linkedin.
Using Social Media to Share your message
Some tips and tricks to make your life easier using Social Media
What happens online? ...is a
collection of technologies that allow users to interact with online content.
Blogs Micro-Blogs Podcasts/
Videos Social
Networks User Forums
Some Staggering Statistics
Facebook = ◦1.19B Users Globally◦238 M Users in the US and Canada◦95% of Users log in daily◦73% access Facebook via Mobile
Twitter = ◦230+ million Users◦500M Tweets daily◦76% access Twitter via Mobile
Source: http://newsroom.fb.com/key-facts Sept - Dec 2013Source: Twitter, Twitter.com, Media Bistro, Oct – Dec 2013
Some Staggering Statistics
LinkedIn =◦240+M Users◦79% of Users are 35 or Older
Instagram = ◦150 M Monthly Active Users◦75M Daily Active Users; 1.2 B Daily Likes
YouTube= ◦1 Billion Unique Visitors Monthly◦Reaches more U.S. adults ages 18-34 than
any cable network◦40% of global access via Mobile
Source: Instagram.com/press Dec 2013Source: Media Bistro,
http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243 January 2014
Reasons to Engage Social Media
Branding/image creation
MarketingIncrease SEO/
exposureCommunicationsDonor
EngagementCustomer Service
Employee Engagement
RecruitingIndustry blogs/sitesBuild relationshipsCommunity
BuildingNetworkingLobbying efforts
Some thoughts: New media is inducing an incredible transformation
within the organization, introducing opportunities for an internal and external collaboration in customer service, product, sales, community relations and public... It's putting the public back in public relations.
To best reach people, we have to figure out who they are, where they connect, and how they share and find information
The tools are just extensions of you and your expertise and artistry. Everything starts with a commitment to the brand you are representing -- it's culture, personality, overall potential and people.
Source: Engage, by Brian Solis
Social Media What are your goals: Build awarenessEstablish thought leadershipEducate customers/donorsIncrease community baseRecruiting staff/volunteersGenerate leadsFundraisingImprove internal communication
Goals = Measurement: Build awareness = Fans/Followers/RTsEstablish thought leadership =
Subscribers/Comments/RTsEducate customers = Inquiries/SurveysRecruiting Staff/Volunteers = Increase # of
staff/volunteersReach new channels = Before/After Market PenetrationFundraising = $$ earned from campaigns Improve internal communication = Informal Surveys
EXAMPLES OF MEASURING SUCCESS?
The Big THREE
Facebook Timeline
Facebook Setting up
a business or organization page
Facebook Spec Guide
Source: http://visual.ly/social-media-spec-guide August 2013
Cover Photo
Profile Image
Custom Tabs / App Image
Timeline
Status Update
Who is my Facebook audience?
Identify and understand YOUR audience
Establish a tone/voice
Be conversational
Key words to focus content
Facebook - What do I post?
Educate, Entertain, Inform Drive traffic to your web site Include calls to action
Source: http://allfacebook.com/infographic-intuit-pages-101_b129062 February 2014
Facebook - When do I post?
Best Times: ◦ 1PM - 4 PM*
Worst Times: ◦ 8 PM – 8 AM*
* This depends on YOUR audience, test to see what works best
Facebook – When & How?
• Schedule your posts
• Use third-party app to schedule
FACEBOOK TIPS/ BEST PRACTICES
Source: http://allfacebook.com/infographic-intuit-pages-101_b129062
February 2014
Share your storyEngage and Grow your CommunityRaise Awareness and Promote your
causeDrive traffic to your websiteUse multimedia posts: Photos /
Videos
The Big THREE
Twitter Sign Up
Source: http://noellemarketingconsulting.com/a-brief-glossary-of-twitter-terminology-annotated-graphic/August 2013
1.Home Page2.Me Page3.Profile
Photo4.Header
image5.Backgroun
d image6.Twitter
Handle7.Profile
Description8.Follow9.Tweet10.Mention11.Retweet12.Hashtag
Twitter Spec Guide
Profile Image
Twitter Feed = Tweets
Tweet
Compose a Tweet
Hey, @PittsburghCares we’re learning a lot today about #SocialMedia!
What is a Hashtag?
#Source: http://smallbiztrends.com/2013/08/what-is-a-hashtag.html
August 2013
• A Hashtag is a label for content
• Allows users to search, find, organize content around a specific subject
• No spaces allowed
3 Keys to Use Twitter effectively:
By listening to what is being said about the organization
By engaging with community and the public
By contributing and sharing their expertise and thought leadership.
Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate-b2b-guide?_opt_r=TWITTER&_opt_rdid=6058
TwitterWho should I follow?
◦Tailor based on recent visits◦Friends, Vendors or Competitors Lists◦Recommended: Who to Follow & Find
Friends◦Search Key Words, Hashtags◦Use TweetChats◦Promote on PR/Newsletters
Source: http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html
• What should I tweet?
http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html
http://www.pammarketingnut.com/2013/03/100-things-to-tweet-about-on-twitter-besides-yourself/
• What? Still not sure? • Twitter for NonProfits: Follow
@nonprofitshttps://media.twitter.com/nonprofits
Twitter-What to MeasureGoals Metrics
Increase Brand Awareness
• Reach (followers + RT * RT’s followers)• Followers• Branded
Drive Traffic • Visits
Generate Leads • Leads
Nurture Leads • Visits and returning leads
Improve customer service
• Twitter conversations• Positive mentions• Changes in customer satisfaction polls
Use as help channel
• Number of Twitter conversations• Number of DM• Number of mentions of your help #• Change in visits to help section on your website
Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate-b2b-guide?_opt_r=TWITTER&_opt_rdid=6058
Twitter – Hootsuite DashboardMultiple accounts, one dashboard
Twitter – Hootsuite Dashboard
Multiple Columns for easy management
Twitter – Hootsuite DashboardSchedule posts to save time
Twitter – Hootsuite DashboardPending posts; Hashtag Tracking
Content Curation Examples
Complete your profile: 140 characters – think keywords
Use a third party app like Hootsuite, Tweetdeck, or similar
Establish keyword columns to search and followIdentify/Participate in chatsUse Tweetchat to participateUse hashtags # for search and followUse Hootsuite or Buffer app to schedule tweets
TWITTER - TIPS/BEST PRACTICES
The Big THREE
LinkedIn – Who?LinkedIn =
◦240+M Users◦79% of Users are 35 or Older
Connect with:◦ Colleagues◦ Board Members◦ Clients/Donors◦ Industry leaders◦ Volunteers◦ Friends
Source: http://nonprofits.linkedin.com/resources.html
LinkedIn - ProfileComplete
ProfileProfessional
ImageKey Words
◦ Title◦ Summary◦ Skills &
Endorsements
LinkedIn – What?Profile to Stand Out and
Connect with Professionals◦Use key words to be found◦Connect professionally◦Join Groups ◦Search keywords for relevance
Personalize invitation to connect
Encourage supporters to promote your cause on their profiles
Source: http://www.nonprofits.linkedin.com/
LinkedIn – Company Page
Cover Photo
Profile Image
LinkedIn – What?Company Pages to Reach Audience
Where THEY are◦ Post Status Updates ◦ Find Volunteers◦ Become a Resource for information◦ Groups to Gain Exposure◦ Partnering Opportunities
Companies that post 20X/ month on average reach 60% of their followers with one or more updates
LinkedIn – Group Page
Cover Photo
Profile Image
LinkedIn – What?Group Pages to Reach Audience
Where THEY are:◦Share Common Interests◦To Gain Exposure – Share relevant
content◦Engage Group Members –
Conversation◦Attract Volunteers – Describe the
ideal candidate◦Upload & Share rich content◦Actively Manage - Questions/Polls
Source: http://www.nonprofits.linkedin.com/
LINKEDIN TIPS/ BEST PRACTICES
Create a company page to connect where professionals are active
Encourage supporters to promote your cause
Use Groups to activate communitySpotlight events and activitiesFind Board Members, Staff &
Volunteers
Other Social Site to consider Google+
◦ Divide target audiences by “Circles”◦ Great for Search◦ Claim ‘Credit’ as Author – also good for search
YouTube◦ Second largest for search◦ Multimedia
Instagram◦ Great if you have a large “captive” audience◦ Obviously, visual◦ Drive Traffic
Pinterest◦ Predominantly reaches women in U.S.◦ Visual
KEYS TO SUCCESS
1. Make it an on-going
dialog
2. Use conversational tone
3. Start slow..have goals
4. Consider an Editorial
Calendar
5. Share personal stories
6. Feedback is a good thing
“If you build it they will come.”
In Conclusion:Social Media is a tool to be
integrated with your marketing and communication effort
Social Media sites should work in conjunction with organizational goals
Social Media is not a magic bullet – requires time and effort to grow organically.
Q&A
Resources CreativeBloq.com – site for resources for graphic design
including alternatives to Adobe Photoshop http://www.creativebloq.com/photoshop/alternatives-1131641
Twitter Lists to follow http://www.postplanner.com/101-best-twitter-lists-to-follow/ List of TweetChats: http://
gnosisarts.com/index.php?title=Tweetchat_Wiki/By_Day
