Social Media for Nonprofits: Advanced

Cleveland Nonprofit Marketing SummitAugust 1, 2014

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74% of online adults

use social

media.

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Source: Waggener Edstrom

55% of people who engage with nonprofits via social media have been inspired to take action.

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Online giving grew 13.5% in 2013.

Source: Blackbaud

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STRATEGY

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MISSION STATEMENT

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Awareness

RetentionDriving Action

SOCIAL MEDIA GOALS

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#HANDittoCleveland @stephpflaum

Increase email list sign ups through social media channels by 500 names by October 31, 2014

#HANDittoCleveland @stephpflaum

Acquire 100 new donors through social media channels by the end of 2014.

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Increase brand mentions online by 25% by August 1, 2015.

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DEFINE YOUR AUDIENCE

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SURVEYINSIGHTS

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ANALYZE CURRENT

SOCIAL FOLLOWER

S

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HOW DO THEY DESCRIBE

THEMSELVES?BIOS =

INTERESTS

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GET AUDIENCE

DATA FROM YOUR

WEBSITE

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PROMOTE YOUR BEST

CONTENT AND SEE

WHERE IT GETS

CLICKS

#HANDittoCleveland @stephpflaum

PROMOTE YOUR BEST

CONTENT AND SEE

WHERE IT GETS

CLICKS

#HANDittoCleveland @stephpflaum

OBSERVE TRENDS

AROUND KEY TOPICS WITH

SOCIAL LISTENING

TOOLS

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WHICH CHANNELS SHOULD I BE USING?

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GO WHERE YOUR AUDIENCE IS

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LAWYERS ARE ON LINKED IN

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SENIORS ARE NOT

ON TWITTER,

YET?

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WHO IS ON YOU TUBE?

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EVERYONE IS ON YOU TUBE!

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YOU TUBE IS THE #2 SEARCH ENGINE

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YOU TUBE IS THE #2 SEARCH ENGINE

MARU

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YOU ARE ONLY AS GOOD AS YOUR CONTENT

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BE VISUAL

ARC offers a useful tip while injecting their brand and awareness into newsfeeds on Facebook.

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TELL STORIES

Pin caption: Follow our President & CEO Carolyn Miles for an inside look at our work for children in the US and around the world.

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USE VIDEO

Charity Water uses Instagram to tell their stories in 15 second chunks – not fancy stages, lighting or narration involved.

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INTERACT: ENCOURAG

E COMMUNIT

Y

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BE HUMAN

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EMPOWER ADVOCATESGreenpeace partnered with scientists to track whales using GPS while they migrated south through dangerous waters where the whales are hunted. Greenpeace called the campaign the Great Whale Trail and encouraged supporters to become involved by making personal fundraising pages in support of the cause. The result: over 5,000 personal fundraising pages were created raising over $120,000.

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SHOW APPRECIATION

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INSPIRE ACTION

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CELEBRATE

MILESTONES

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POST FROM

EVENTS

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ALIGN #HASHTAGS ACROSS CHANNELS

#HANDittoCleveland @stephpflaumDon’t call it ‘posting’ – call it ‘planting seeds.’ If you want your relationships to grow in social media, you have to nurture them.

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MEASURING SUCCESS

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METRICS

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TRACK YOUR SOCIAL LINKSURL Builderhttp://marketingland.com/weird-al-yankovic-social-media-case-study-91975?utm_source=marketo&utm_medium=email&utm_campaign=newsletter&utm_content=socialmedia

Bit.lyHootsuite

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SOCIAL MEASUREMENT TOOLS

50 Social Media Measurement Tools

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Channel Goal Audience Content KPIs

FacebookIncrease reach of brand content by 25% in Q3 & Q4

College students

Funny videos, stats that speak, celebrity quotes in images

Monthly post reach

TwitterIncrease conversations around new campaign

Industry professionals

Moving images, dramatic video

Conversation volume month-over-month

LinkedIn Build a community around my cause

Young professionals

Engaging, informative articles, thoughtful questions to spark discussion

Number of people who joined the group month-over-month

Sample Strategy Template

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CREATE A BLOG TO ARCHIVE YOUR GREAT CONTENT!

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USE SOCIAL MEDIA TO GROW YOUR EMAIL LIST

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THANK YOU!

Stephanie Pflaum | @stephpflaumspflaum@fathomdelivers.comSenior Digital Marketing StrategistFathom GOALS