Guide series creating the ultimate interactive experience through social media

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WordPress for Nonprofits Presented by Chris Wolf & Harrison DeStefano Webinar call-in number: 1-866-410-6539 ��

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Creating the Ultimate Interactive Experience Through Social Media

Presented by Mike Snusz (@mikesnusz) & Lucas Cobb (Lucas_Cobb)



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Who Is GUIDE Creative?

§  Creative on Purpose A strategic, creative spin to nonprofit’s missions to extend reach and create a bigger impact.

§  Team of Design and Nonprofit Experts Backgrounds in branding, web strategy, marketing, graphic design, content strategy, email and ex-nonprofit professionals.

§  Exclusive for Nonprofits We only work with nonprofit organizations. We know how to create designs that broaden reach, inspire action and mobilize audiences.



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What We Do

www.GuideCreative.com



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Today’s Agenda

1. What to use: Choosing your platform(s) ��

2. Extending your social reach��

3. Creating engaging content��

4. Measuring��

5. Listening



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WHAT TO USE: CHOOSING YOUR PLATFORMS



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What is Social Media? Definition (via Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social Media IS NOT

§  A fad §  A replacement for traditional advertising §  The first step §  The magic bullet §  FREE §  All about YOU

Social Media IS A big deal

§  Going where your customers already are or where they want to be §  Applicable to most companies in some way or another §  Time-consuming §  All about THEM



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When & Where to use Social Media? §  Use social media whenever you need information or want to connect with

others. §  To live broadcast important events you are attending to your followers

such as presentations, conferences, concerts, debates, etc. §  To interact with major companies customer service departments when

you have an issue or praise to give. §  When you are performing a job search.

§  When you have a legitimate question on a specific topic and you'd like immediate feedback.

§  When you are looking to buy or sell goods.

§  For reaching new / potential constituents.



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Who else uses Social Media? §  Small business owners/entrepreneurs §  People looking for work §  Government §  Nonprofits and community groups §  Employers §  Students §  Schools §  ANYONE

Types of Social Media? §  Collaborative projects - Work and share projects (Wikipedia) §  Blogs and micro blogs - Send and read text (Twitter) §  Content communities - Video sharing website (YouTube) §  Social networking sites - Add friends, join groups (Facebook) §  Virtual game worlds - Online role-playing (World of Warcraft) §  Virtual social worlds - Online world using avatars



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Word of Mouth Goes Virtual The three most trusted forms of advertising are:

§  Recommendations from people I know - 90% §  Consumer opinions posted online - 70% §  Branded websites - 70%

What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer (or phone).

From This To This

�� The question is, how do we engage the guy with the megaphone?



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Who are the BIG Social Media Sites? Facebook Twitter Flickr

Linked In YouTube

Stumble Upon Google+ Pinterest



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Most Visited Social Media Sites?

Source: Experian Hitwise U.S. (Oct 2012)

Facebook (63%) ��

YouTube (20%) ��

Twitter (1.9%) ��

Google+ (1.4%) ��

Pinterest (1.3%)



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Socialnomics Video

What are nonprofits using?



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FUNDRAISING STILL LACKING NOT MANY HAVE RAISED OVER $10K THROUGH SOCIAL

Source: 2012 Nonprofit Social Networking Benchmark Report



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Which should you use? Focus time on Facebook and Twitter. Use Others to support efforts.



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EXTENDING YOUR SOCIAL REACH



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Website: Make it easy to ‘Like’ you



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Website: Add dynamic content



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Website: Build ‘social trust’



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Website: Add galleries with Flickr widget



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Website: Make a thank you video



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Website: Offer social sharing buttons



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Website: Sincerely ask for a share



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Email: Integrating social media/blogs



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Email: Integrating social media



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DEVELOPING ENGAGING CONTENT: BEST TIMES AND TYPES OF POSTS



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Facebook recently said only 16% of fans see organic content posted by brands*

*Source: Ad Age article

Getting your Facebook posts seen

In order of importance:

• Videos

•  Photos

•  Status Updates

•  Links

In order of importance:��

•  Shares

• Comments

•  Likes • Clicks



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Most Shared Posts

Source: Dan Zarrella’s How to Get More Likes, Comments and Shares research



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Posts with Most Comments




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Most Liked Posts




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Best time to post?


…and Facebook posts outside business hours had 20% more

Likes & Comments

Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review

��



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Best words to use?

Words that increase engagement:

•  Like •  Post •  Comment •  Where •  When •  Would •  Should

��

Words that decrease engagement:

•  How •  Who •  What •  Did •  Why

Source: Buddy Media’s Strategies for Effective Wall Posts: A Statistical Review

Facebook posts that end with a question have 15% more Likes & Comments



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Creating engaging Tweets

Tweets… Engagement Rate ��(Replies and Retweets)

between 8am – 7pm +30%

1-2 hashtags +21%

under 100 characters +17%

contain images 2x higher

Tweets… Retweet Rate

with links +86%

asking followers to “RT” or “Retweet” 12x higher

spelling out “Retweet” 23x higher

Source: Buddy Media’s Strategies for Tweeting: A Statistical Review



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‘Busy hours’ different for Facebook & Twitter

Source: Buddy Media’s Strategies for Tweeting: A Statistical Review



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DEVELOPING ENGAGING CONTENT: EXAMPLES & BEST PRACTICES



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Make the most of your cover photo



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Use images strategically



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Tell your story using Milestones



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Use Photos!



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Use Videos



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Include Links



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Ask Questions



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Ask for Shares



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Ask for Comments



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Use Fill in the Blank Posts



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Timely



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Offer Exclusive Info



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Pin your important posts



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Highlight posts



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DEVELOPING ENGAGING CONTENT: FACEBOOK ADS



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Facebook Ads

`

•  You submit content and image •  Choose either start/end dates or ongoing ads

•  Highly targeted to precise audience



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Facebook Ads – How Targeted? Location Interests

Age Gender

Relationship status Education

NEW! Customized audience ads



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Facebook Ads – Customize Audience Ad

Possibilities: New donors into monthly donors

P2P fundraisers who haven’t raised money yet Lapsed event attendees

Turning subscribers into volunteers Much, much more!



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MEASURING



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Measure: Facebook Insights



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Measure: Google Analytics



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Measure: Bit.ly to Shorten



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Measure: Bit.ly to Track



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LISTENING



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• Events • Keywords • Local Content

• OrganizaGon Name • Names of Key Staff • Program Names • Campaigns Names

• BackTweets.com • Google Alerts • Social News Sites

• Search.twiQer.com • SocialMenGon.com •  IceRocket.com • BoardReader.com

What you should be listening for?

THE TOOLS YOU CAN USE



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Workshop: Social Media Listening

VIEW & DOWNLOAD Slideshare.net/ChadNorman



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Seesmic http://seesmic.com



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Seesmic :: Manage Everything



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Seesmic



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Social Media Tools Below are several social media tools to help your message reach your

constituents:

Social Media Management Suites: § HootSuite: http://hootsuite.com/ §  Tweetdeck: http://tweetdeck.com/

§  Bottlenose (my recommendation): http://bottlenose.com/

Social Media Post Schedulers: §  Timely: http://timely.is

§  Plan Your Posts: http://www.planyourpost.com/ §  Buffer: http://bufferapp.com/

Social Analytics:

§  TweetCharts: http://tweetcharts.com §  Topsy: http://analytics.topsy.com/

§  TweetStats: http://www.tweetstats.com



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Additional Resources

http://www.guidecreative.com

http://www.facebook.com/nonprofits��

http://www.facebook.com/marketing��

http://www.facebook.com/advertising

Guide series creating the ultimate interactive experience through social media

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