Social Media for Causes - Presentation to the Hashoo Foundation
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SOCIAL MEDIA FOR CAUSES! Hashoo Foundation | Caitlin Kaluza | @qcait Schipul The Web Marketing Company Photo: flickr.com/photos/wolfraven/1334244592
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How do I use social media to promote my nonprofit or cause? We cover the basics of how social media can help further your cause, social strategy, and best practices for getting started with Facebook and Twitter. This presentation was given for students working with Houston's Hashoo Foundation.
Transcript of Social Media for Causes - Presentation to the Hashoo Foundation
SOCIAL MEDIA FOR CAUSES!Hashoo Foundation | Caitlin Kaluza | @qcaitSchipul The Web Marketing CompanyPhoto: flickr.com/photos/wolfraven/1334244592
1. Social Media for Organizations
2. Strategy First
3. Social Media Event Coverage
4. Facebook Best Practices
5. Twitter Best Practices
LET’S TALK...
Photo Credit: flickr.com/photos/duncanh1/9047426263/
SOCIAL MEDIA FOR ORGANIZATIONS
Why it Matters
Active monthly users, via expandedramblings.com
70% of the worlduses Social Media
... Most people use 2 networks and have no interest in branching out
Source: theconversationmanager.com
WHAT’S IN IT FOR ME?
• Word of Mouth
• More Data Now than Ever
• Hyper-Information Customers
• Branding and Marketing
• Reactive Needs (Online PR)
Organizations who incorporate social media into fundraising campaigns generate
10xmore money
Source: 2012 Digital Giving Index
WHAT’S DIFFERENT FOR ORGANIZATIONS?
• Facebook Page instead of Profile
• Everything Represents the Brand
• Remember: There is no Delete Key
STRATEGY FIRST
Photo Credit: flickr.com/photos/51385424@N00/2223450729/
SETTING GOALS
FIND YOUR AUDIENCEhttp://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
EXAMPLE: Houston Hospice
Users on Twitter are 5x more likely to share news than any other network
Source: mediabistro.com
• Lifestyle content works well
• Curated Content - 80% are repins
• Inspiration/Aspiration• Demographic: College
Educated Women
Getting started
Listen First.Photo Credit: flickr.com/photos/48578410@N00/
Getting started
Think of social media like a cocktail party.
Keep it Consistent.
Photo Credit: flickr.com/photos/68428932@N00/4690601431/
Your Website is Your Mothership.
Make it VISUAL.
WHY?
Photo Credit: flickr.com/photos/fdctsevilla/3968090665
Tip: Integrate Visuals into
content you’re already posting
TOOLS FOR VISUAL CONTENT
madewithover.comcompfight.com
Tell People How to Talk About You
•What’s the Hashtag?
•Links to share?
• “Please RT”
Tips for monitoring #hashtags
Create Shareable Content
•Show who benefits and the impact
•Showcase your people - staff & volunteers
•Cover Events
•Stats & Education
•Think Real Time
•Say “THANK YOU!”
Think Shareable
•Top 10 Ways to...
•Hot Topics/In the News
• Infographics
•How to/FAQs
•Tag People
•Local Content
Respond to People Who Reach Out to You
COVERING EVENTS WITH
SOCIAL MEDIA
• Share the hashtag• Sense of urgency!• Assign duties ahead of time• Turn announcements into news
BEFORE THE EVENT
• Use the hashtag• Monitor what others are saying• Take photos• Get things up in real time
DURING THE EVENT
• Say thank you: video, photos, hand written cards, etc.• Tip: Plan your thank you strategy ahead• Post photos and start getting excited about next year!• Show people the impact they’ve made
AFTER THE EVENT
FACEBOOK BEST PRACTICES
OVERVIEW
• 1.11B MAU• Accounts for 90% of time spent social networking
Components• Page v. Profile• Newsfeed is main form of content consumption• Promotes engagement via Likes, Comments,
Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts
and Ads
ADMIN PANEL/INSIGHTS
FACEBOOK: PAGE• Users are 40-150 times more likely to
consume your content on their newsfeed than from your page.
• 40% of Facebook time is spent on Newsfeed compared to 12% on Pages.
• Edgerank is the algorithm that determines what gets shown in a user’s newsfeed
EDGERANK FACTORS
• Personal Interaction
• Your previous interactions with the author• Your previous interactions with the post type
• Network Reaction
• Reaction from users who have seen the post• Negative feedback
CONTENT STRATEGY
• Consider how you use Facebook
• Use rich, engaging, easy-to-consume media
• It’s not all about you - 80/20 rule
RECOMMENDATIONS
• Create a Facebook Event (create it as the “Hashoo Foundation” or “PISA” if possible)
• Fill out details like who you’re supporting, why, ticket links, etc.
• Invite your friends individually
• Add posts leading up to the event like photos, deadlines, how many tickets are left, how to donate additionally to ticket prices, etc.
TWITTER BEST PRACTICES
• 5x more likely to share News
• About 200M users (Dec. 2012)• Treats personal and brand profiles
the same• Timeline is main form of content
consumption• Promotes engagement via Mentions,
RTs and Hashtags
CONTENT STRATEGY
• Use popular hashtags - but don’t spam people• Be timely• Keep it short!• Use images and links
RECOMMENDATIONS
• Don’t feed content from Facebook, create separate messages for Twitter
• Establish a hashtag and use it
• Post photos and news events related to your cause
• Retweet others
• Create urgency with timely posts like “3 weeks left!”
Tools to Help with Implementation
SOCIAL MEDIA PLATFORMS
OTHER TOOLS
Social Media Policy Examplessocialmediagovernance.com/policies.php
More Tracking Tools
Tip: Add + on the end of any bit.ly URL to see stats
Photo Credit: flickr.com/photos/duncanh1/9047426263/
1. Social Media for Organizations
2. Strategy First
3. Social Media Event Coverage
4. Facebook Best Practices
5. Twitter Best Practices
REVIEW:
QUESTIONS?
CAITLIN KALUZAMarketing Manager
@qcait
slideshare.net/schipulblog.schipul.com
@schipul
