THE SWEET SMELL OF SUCCESS: IS YOUR NON-PROFIT BLOOMING ONLINE?

Carrie Montagna

Non-Profits Never Have Enough… Time Staff Money Space Volunteers Fundraising Ideas Content Board involvement Stakeholder buy-in

How can we expect them to do an

effective job at social media marketing on

top of all that?!

Social Media is a Full-Time Job Knowledge of social media channels Knowledge of business communication Some knowledge of technology Time: some require 24-7 monitoring Money

social media monitoring tools set up a blog online advertising

More than likely a non-profit does not have

the time or resources for a full-time

social media manager.

Social Media is crucial to a non-profit’s success.

Presence does not equal success.

So how can you help?

Social Media Game Plan

Evaluate Train Listen Share Engage Monitor Strategize Sell Measure Re-evaluate

10 Steps to Social Success

Social Media Game Plan

Evaluate Current channels Current strategy Audience Goals

STEP 1

Social Media Game Plan

New Non-Profits Same thing – get the social media marketing plan IN the overall business plan

Example: CanineCellMates.org Problem: No web presence but needed to grow awareness and fundraise Solution: Create blog to engage the public and keep them interested in the mission Results: 127 Facebook Fans, 50 blog followers, Secured web designer, architect and

multiple volunteers Example: WoLPix.com

Problem: Crowdsouring start-up with basic online marketing skills Solution: Begin social media channel communications to secure volunteers with the

needed expertise Results: 200 Twitter Followers, Secured social media volunteer

Example: Atlanta Women’s Club Problem: No online skills, lack of stakeholder buy-in Solution: Begin social media channel communication to increase club membership Results: 48 Facebook Fans, 10 new members, Secured newsletter editor,

webmaster Example: Community Consulting Team

Problem: Awareness, MBA expertise but lacking social media knowledge Solution: Hire social media manager to engage new members online, Customers

also able to engage online now Results: 158 Facebook Fans, 100 new volunteers for the 2013 project session

Social Media Game Plan

Train Social Media 101

Stakeholders Board members Employees Audience

Re-train after new strategy in place

STEP 2

Social Media Game Plan

Listen Look at the activity on the

current channels What activity is happening on

industry channels: key issues, news, etc.

Are there competitors?

STEP 3

Social Media Game Plan

Share Share company’s message Share content

Videos are the most powerful tool with non-profits

News-jacking

STEP 4

Social Media Game Plan

Engage Great content will inspire others to share your

message Videos – Big Brothers Big Sisters Testimonials – Red Cross Blood Services Statistics – Partnership Against Domestic Violence Opinion - ??????????? Contests – USAID/Human Trafficking Campaigns – Care.org, political Blog – Feeding America, Bloom Industry thought leaders – Oprah (education), World

Pulse (womens rights)The average B2B company uses eight different content marketing tactics to achieve one single

objective.

STEP 5

Social Media Game Plan

Monitor Respond to engagers Keep a watchful eye

Google Alerts HootSuite HubSpot

STEP 6

Social Media Game Plan

Strategize Even non-profits need a marketing plan Make the social media plan a part of it Remember – this is just like a business plan

SWOT Objectives Competition Research Costs Promotion

STEP 7

Social Media Game Plan

Strategize Social Media Marketing Plan

Social Media Game Plan

Strategize Social Media Marketing Plan

Social Media Game Plan

Strategize Create an editorial calendar

Social Media Game Plan

Strategize Create mini-calendars for campaigns

Social Media Game Plan

Sell Remember that you are

inspiring others to take action Messages must be powerful and

moving Remember the 4-1-1 rule Keep one call to action at a time

STEP 8

Social Media Game Plan

Measure The ABC’s of Social Media ROI

Analytics Benchmarks Conclusion

Get Your Klout On!

STEP 9

Social Media Game Plan

Re-Evaluate The social media world is dynamic

Stay on top of trends Always be on the look-out for industry case

studies Are your goals aligning with your objectives? Do the executives see the importance yet?

STEP 10

In Summary

Social Media can help a non-profit!

AWARENESS - Build awareness of the mission

ACTION - Grow organization New supporters, donors, volunteers

ENGAGEMENT - Promotion Get those new supporters to be your

marketers!

Well Said….

Q & A

How Can I Help You?

•Deck•Social media plan examples•Social media strategy planning•Templates for benchmarks•Training/Certification Courses•Career advice/resume help

Carrie Montagnaccmontagna@gmail.com@ccmontagnalinkedin.com/carriecmontagnaLinkedIN Group: Non-Profit Marketing