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Best Practices in MergingSocial Media
and Nonprofit MarketingAFP-NY WestchesterNational Philanthropy Day, Nov. 7, 2014
Presenters:Marc W. Halpert, connect2collaborate @marchalpertMaria Semple, The Prospect Finder LLC @mariasemple
Why use social media?
Your competitors are social
Nonprofit
93%
Source: Nonprofit Social Networking Benchmark Report
86%
B2CSource: Uberflip
87%
B2BSource: Clearpoint Agency
Why use social media?
It influences decisions
68%
Source: MDG Advertising
learn more about a charity if they see a friend posting about it
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Email + Social
Email & SocialYou have to use both
Drive traffic back to your list, email, etc...
Amplify your email
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Repurpose & Reuse
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Top 6 social networks
Which social media? The top networks
TwitterLinkedIn
Google+Instagram
Low volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Quality vs. quantity
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Facebook content
High volume/low value
Minimum: 5 X per day
Maximum: none
Quantity is key
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Twitter content
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
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LinkedIn content
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Google uses an algorithmYou need to create fresh content regularlyUse the right keywordsGoogle Google
Google+
Let’s talk about SEO
Medium volume/high value
Minimum: 3 X per week
Maximum: 10 X per week
Keywords = searchability
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Google+
Google+ content
High volume/high value
Minimum: 5 X per day
Maximum: 10 X per day
Quality images = important
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Pinterest content
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90% of information transmitted to the brain is visualPhotos are liked 2X more than text updates67% say images are very important in selecting and purchasing a product
Why visual content is important
What do I say?
What do I say?Get likes, shares,
commentsEntertain, invite conversation, ask
questions, images & video
50%
Be useful & informativeIndustry info, hints + tips,
curate content 30%About your business
Calls to action, not “buy now” 20%
Case Study: Waveny LifeCare Network (waveny.org):
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Waveny’s Email Marketing:
Branding consistentwith website.
Clear call to action and Waveny’s social media icons.
Mobile Responsive Template
Good Use of Photos
Only one message
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Facebook.com/wavenycarenetwork
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Twitter.com/waveny
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“You don't get to decide which device people use to access your content.
Karen McGrane, author of Content Strategy for Mobile@karenmcgrane
They do.”
30%of users UNSUBSCRIBEfrom email lists after receiving mobile email that doesn’t look good.Source: Blue Hornet
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29%of Americans use ONLY mobile devices to access the internet.Source: ondeviceresearch.com
50%of email is opened on a mobile device.Source: Litmus.com
Tip 1
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What to do today
Avoid using too much text.
Tip 2
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What to do today
Avoid multiple columns.
Tip 3
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What to do today
Clear and easy calls to action
Tip 4
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What to do today
Avoid tiny fonts.Minimum: 22-point headlines, 11-point body text, improved contrast
9-point font, headlines don’t stand out
Tip 4
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What to do today
Avoid tiny fonts.Better: 22-point headlines, 16-point body text
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Tip 5 Use images carefully.
What to do today
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Next Steps
Tools to expand your reachSocial media buttons
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Next Steps
Tools to expand your reachSimple Share tool
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Tools to Manage Social Media
HootsuiteSocial Media Management Dashboard
Free Plan: up to 3 social networks
Pro Plans start at $9.99 per month. Allows up to 50 social networks
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