Social Media, SEO, PR & Content Marketing

Nice To Meet You! •  How many of you are on Facebook for your

organizations? Twitter? LinkedIn? Google+? Pinterest?

•  How many of your organizations have websites? How many of you have blogs on your websites?

•  What do you most hope to take away from this talk?

Summary Most nonprofit organizations are looking to provide its clients and members with enriched educational or informational content, stronger connections between each other and new opportunities for collaboration. Additionally, most organizations wants to be seen as a “voice of _________” whatever they specialize in.

Audiences The primary audiences for most nonprofit efforts are:

•  Clients/beneficiaries •  Current & prospective donors, board members &

staff •  Community influencers (elected officials, media,

other nonprofit leaders)

Objectives There are four key objectives of your social media outreach:

•  Convey and reinforce the value of what you do; •  Highlight the caliber and diversity of your services,

mission, etc.; •  Increase word-of-mouth referrals; •  Build awareness of your organization as an

authoritative voice on _________.

Three Types of Media 1.  Paid - Advertising placements

2.  Earned - Editorial coverage in the media, a.k.a "Publicity"

3.  Owned - Websites, Blogs, e-Newsletters, Social Media

The Game Plan 1.  Media Relations – Seek media coverage of your

expertise, services, activities, etc. 2.  Sharable Content – Create valuable content that

will be shared among stakeholders and beyond. (Web content, blogs, social media, newsletter)

3.  Establish a credible POV – Give people a reason to

listen to you and to trust you.

Media Relations/Publicity Aim to use the media to draw positive attention to your organization, its services, its stories and its expertise:

•  Research, write & distribute press releases, advisories, tip sheets, opinions, expert articles, official statements, etc.

•  Proactively pitch your expertise and opinions to reporters/editors.

Media Relations Isn’t Enough Media relations is a VERY important component of the PR mix, but to achieve the penetration and frequency that you need, it’s not enough.

•  There’s only so much media and they’re producing less content.

•  You can only be quoted so many times. •  If someone’s not reading it that day, they’re likely to

not see it at all.

The Changing Media Landscape The definition and role of "the media" has changed significantly in the past 3-5 years. •  Recession = massive staffing cuts. •  Social media has grown exponentially. •  It's unacceptable for a media outlet to not also have a

blog, Facebook & an e-mail update. •  Newsrooms are doing more work with less people =

less depth of coverage.

Social Media & Online Outreach The goal is to make you a trusted resource and to make you easy to find, contact and engage. •  Blog – This is the central hub of all of your online

activities. •  Share your insights & opinions •  Post client stories and organizational news •  Encourages repeat visits to your new website •  Gives other influential sites something to link to

Social Media & Online Outreach •  E-Newsletter – Allows you to talk directly to your

donors, clients, prospective donors/clients and anyone with an interest in your organization or a given topic. Also, a good reminder that you exist and have resources.

“People never hear what you think you’ve told them.” •  Social Web – Facebook, LinkedIn, Twitter, etc.

Social Media Stats: •  Social media use has increased 356% since 2006. •  93% of all US adult Internet users are on Facebook. •  1 out of every 7 minutes online is spent on Facebook. •  46% of Americans read blogs more than once a day; 32% read

them once a day; 18% once a week.

•  Personal stat: Most of my living grandparents are on Facebook.

Example: Your org in an article Your organization is featured/quoted in a story. •  Post to website - Highlight that you were "as seen/quoted in.” •  Share story online - Share story on Facebook, Twitter, Google+,

etc. •  Expand on the topic on your blog - Move the story forward and

provide additional perspectives. •  Share blog post - Share with publication, reporter and "fans" via

social web. •  e-Newsletter - Tell your members about the story, and your

expanded thoughts. This builds credibility through 3rd party validation.

Example: Annual Giving Study Extend the life and increase exposure of the giving study: •  Break it up into smaller chunks.

•  Geographic focus •  Issues focus

•  Expand on individual elements. •  Include statistics that weren’t included in the print version. •  Get quotes from local members

•  Each time it’s posted, link to the whole.

Tips & Tricks •  Identify your “personas” and speak directly to them.

•  Use Twitter hashtags. •  Follow media outlets and influentials in your industry.

Trends in PR & Social Media •  Organizations as Publishers/Journalists

o  Skip "traditional media" and talk directly to your members. §  Use an editorial voice (not salesy).

o  Microsites, microsites, microsites o  Video is huge.

o  Tell your stories, show everything about your services, humanize your staff.

Trends in PR & Social Media •  The media will continue to do more with less.

o  Communications/PR folks are more necessary than ever, but will be expected to act like embedded journalists, not brand representatives (no jargon, marketing-speak). §  Create social media posts that are made for

media.

Trends in PR & Social Media •  Social media is here to stay and will be bigger than

ever. •  Integration in every thing you do is necessary. •  "Twit Pitch" - The pitch in 140 characters or less.

•  SEO will grow as a PR function: Google is the new yellow pages.

Resources Monitoring: •  Google Alerts •  Mention •  Google Reader •  Feedly (Google Reader replacement) •  Follow Twitter hashtags

Scheduling: •  HootSuite •  Sprout Social

Resources Who to follow: •  @CooperSmithPR (obviously!)

•  Hubspot.com

•  Mashable •  Your top industry press

Thank You & Q&A •  Questions?

Cooper Smith Koch cooper@coopersmithagency.com (214) 329-4477