Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)
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Social Media 101: Getting Started October 9, 2013 #Good360
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Webinar presented by Good360 on Oct. 9, 2013. Presenter: Annie Lynsen of Small Act Reach more people and build passion for your organization through social media. Social media has the potential to be a powerful marketing and fundraising tool. But for time-strapped nonprofits, how do you use your limited time strategically and get the results you want? In this webinar, the speaker will discuss why you can't afford to ignore social media, some strategic advice for getting started, and some general how-tos and etiquette tips that are applicable across Facebook, Twitter, and other networks.
Transcript of Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)
Social Media 101: Getting Started
October 9, 2013 #Good360
Nonprofit Webinar Series
October 30: Prospect Research: Diving Deeper with Social Data Featuring Small Act’s Casey Golden
Ongoing Webinars:•Good360 101•Good360 Framing Hope Webinar•Good360 Retail Donation Program Webinar•Good360 Best Practices in Truckload Donations
Register online at: http://www.giftsinkind.org/Charities/FREE_Webinars
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News & Updates
• New Website – Good360 will unveil an innovative platform that will help nonprofits engage with their supporters to get more product donations.
• Blog – We launched our “Power of Good Blog” earlier this year. All posts are shared on social media.
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Great Examples from Our Partners
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Our Speaker
Annie has spent her entire career focused on nonprofit marketing and communications. In the past ten years, she's worked for the Evangelical Lutheran Church in America, KaBOOM!, and now serves as the Director of Awesomeness for Small Act. Small Act empowers nonprofits and associations to nurture key relationships through its social media software, Thrive and Profile Builder. Founded in 2008 and based in McLean, Va., Small Act proudly helps The Nature Conservancy, Children's National Medical Center and over 150 other clients make the most of their social media investment.
Annie LynsenDirector of
Awesomeness Small Act
#Good360
Social Media 101by Annie Lynsen
Tweet about this presentation with the hashtag #good360
What are we going to cover?
Overview of social mediaPlatforms: Twitter and FacebookStrategy
Brand presence vs. campaignsEtiquetteMeasurementAnd a whole lotta case studies
Key takeawaysYou can’t afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for your business.Listen, be nice, and measure everything.
It’s not a communication change. It’s a cultural revolution.
It’s not a communication change. It’s a cultural revolution.
It’s not a communication change. It’s a cultural revolution.
Total # of Facebook users: 1.15 BILLION
# who check it daily: 699 MILLION
It’s not a communication change. It’s a cultural revolution.
Total # of Facebook users: 1.15 BILLION
# who check it daily: 699 MILLION
It’s not a communication change. It’s a cultural revolution.
Total # of Facebook users: 1.15 BILLION
# who check it daily: 699 MILLION
It’s not a communication change. It’s a cultural revolution.
Total # of Facebook users: 1.15 BILLION
# who check it daily: 699 MILLION
Facebook users have uploaded 250
BILLION photos since launch
It’s not a communication change. It’s a cultural revolution.
Total # of Facebook users: 1.15 BILLION
# who check it daily: 699 MILLION
Facebook users have uploaded 250
BILLION photos since launch
Traditional media vs.Social media
Traditional media vs.Social media
In what ways are nonprofits using social media?
Brand awarenessCustomer service channelWord-of-mouth campaignsBuilding relationships with their donors/members
How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personalityOffer better, on-the-spot customer service/responses to questionsFind donors/members where they spend the most time
PlatformsWhere can you do stuff?
What is Twitter?Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters.Users “follow,” or subscribe, to various people’s tweets so they can read their updates.
Why bother?Twitter has plenty of time for your organization.Public tweets often end up at the top of Google searches.Do you want to create an account when times are good, or when a crisis hits?
General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.Provide value to the masses, but speak to individuals as individuals when you can.Bottom line: More supporters, more money.
What is Facebook?Facebook is the world's most popular social networking website.Users share “status updates,” pictures, videos, links, etc.The updates of your friends (and brands you follow) appear in your “News Feed.”
Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.Can drive tons of traffic to your website.Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn
General Facebook strategy: Daily, share-able posts
Post a few times a week.Share links your audience will find useful.Use photos a LOT.
General Facebook strategy: Daily, share-able posts
Post a few times a week.Share links your audience will find useful.Use photos a LOT.
General Facebook strategy: Daily, share-able posts
Post a few times a week.Share links your audience will find useful.Use photos a LOT.
General Facebook strategy: Daily, share-able posts
Post a few times a week.Share links your audience will find useful.Use photos a LOT.
Other places to consider sharing
Highly-visually-driven
PinterestInstagram
Location-basedFoursquare
SEO/traffic-buildingGoogle+Reddit
VideoYouTubeVimeoInstagram videoVine
StrategyGettin’ it done
Questions to ask before you do anything
What do we want to get out of this?Who is our audience? What stories resonate for our audience?What/who do we need in place to start?
How do you get started building a brand presence?
ListenEngageTestWash, rinse, repeat
Brand- building vs. campaigns
Brand-buildingFewer short-term but more long-term gainsEstablishes a “voice”Builds trust
CampaignsMostly short-term gains, possible long-term gainsQuick acquisition of followers & buzz
Think of it like “The Rocky Horror Picture Show”
Audience participation is key.
Think of it like “The Rocky Horror Picture Show”
Antici...pation works.
Think of it like “The Rocky Horror Picture Show”
Show your favorite obsession: Strive to be a thought leader.
Think of it like “The Rocky Horror Picture Show”
“Don’t dream it, be it!” Take risks!
Good brands (examples)
Good brands (examples)
Good brands (examples)
EtiquetteHumanize your profileBe personalContributeContent is king!
Rarely ask others for promotionDo promote other’s content (12:1 rule)Keep it relevant
MeasurementStart tracking, right from the start:
URL clicks (bit.ly)Interactions (retweets, comments, @’s, “likes”)Followers
MeasurementAnalyze:
What content are people responding to?What times/days am I getting the most traction?What conventions seem to get attention? (length of message, type of message, platforms, etc.)
Measurement
Then:Replicate your successAvoid repeating failuresContinue experimenting
Wrap up: Key takeaways
You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for you.Listen, be nice, and measure everything.
Happy question time
