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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
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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
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