How We Use Pinterest, Instagram and LinkedIn

to Find New Supporters & Engage Existing Ones

Why Pinterest

Pinterest is a site in which users seek out information of interest to them and mark, or

“pin,” them to boards that allow them to

organize content. Other users can re-pin

content to their boards.This presents a great opportunity for non-profits to share their messaging with new and existing supporters.

- 70 million active users- 68 percent are women- Includes people looking for inspiration whether by fashion, recipes, crafts, etc.- Pinterest users are 3X’s more likely to share on a mobile device- 48 percent of users share via their iPads, vs. 17 percent of Facebook users and 16 percent of Tweeters- Pinterest activity peaks between 7-9 p.m.

Photo

How we use Pinterest

www.pinterest.com/CLEfoodbank

Board suggestionsHow to get started

1. Create an account2. Choose an account name that will be

easy for you to publicize to existing followers and easy to remember

3. Start creating boards to pin to4. Search for followers locally to build a

base5. Start adding Pinterest icon to

marketing materials

Remember: People use Pinterest to find inspiration for various purposes. What boards relate to what you do that would offer inspiration to the Pinterest demographic?

Here are some of the Food Bank’s boards that get the most engagement:

• Inspirational quotes • Recipes (How-to’s)• CLE (Celebrate local pride)• Nutrition, Health and Wellness (Infographics)

Who does this well? Who to follow?

Pinning Do’s and Don’ts

DO – Pin a few times a weekDON’T – Mass pin 10 or more pins once a week/monthDO – Set calendar reminders to pin for five minutes every other day, once a week or whenever works best for you. AND do your best to stick to it!DO – Use the link option of pins to drive people to your site or other social media accounts when appropriateDO – Like pins from other organizations or individuals when you have nowhere to put a pin you like but doesn’t fit on your boardDON’T – Leave pin descriptions blank. When possible, tie the pin back to your organization’s mission or a call to actionDO – Search for followers or other organizations to follow on a regular basisDO – Think outside the box with your boards. Get creative and try to tie its purpose back to your organization’s missionDO – Include your other social media accounts and website in your organization description

Why Instagram

Why is this important for your organization?

- 150 million monthly active users- More than 90 percent are under age of 35- Users have shared 16 billion photos- Averages 1.2 billion likes daily- Allows use of hashtag for organizing photos and promoting brand or campaigns- 70 percent of users login at least once a day- Average number of posts by top 100 Instagram brands per week: 5.5- Generates more engagement than its video competitor Vine

Instagram allows users to post images that can be shared with and liked by followers. Why is this unique? Instagram also allows you to post 15 second videos with unique editing capabilities.

@clefoodbank

How we use Instagram

www.instagram.com/CLEfoodbank

Excellent for video

Instagram video allows you to shoot video with mobile device – of up to 15 seconds - and post using app with limited video editing capabilities.

Great for:- Promoting upcoming events- Illustrating day-to-day activities of your organization in a more visually interesting way. In other words, showing your donors what they’re supporting.- Varying shots to avoid boring talking heads videos- Selecting filters to make video colors easier to see or pop more- Allows limited reshoot of clips within video- Driving people to a website with call to action for supporters to support your mission

Who does this well? Who to follow?

Instagram Do’s and Don’ts

DO – Post a few times a week but NOT posting multiple pieces of content all at onceDON’T – Post only fundraising-related content/appeals. Vary your content to keep followers engaged and interestedDO – Use hashtags to promote campaigns (ie #H4Hunger)DO – Use hashtags of geographic interest (ie #CLE, #Cleveland, #NortheastOhio)DO – Like pins from other organizations or individualsDO – Comment or offer praise to other organizations or individuals – especially those using your hashtag!DO – Ask stakeholders like volunteers and donors to follow you DO – Post videos reflecting various aspects of what your organization doesDO – Include your website url in the descriptionDO – Repurpose content from other accounts (ie infographics) by resizing for InstagramDON’T – Be afraid to tag others when relevant

Why LinkedIn

Why is this important for your organization?

- 240 million active users- Nearly 80 percent are over the age of 35- Offers great analytics options to see which content is most effective- Great page customization options not available on some other sites

Maintaining a LinkedIn company page allows you to connect with professionals of all kinds – business leaders, other non-profit professionals and some of your stakeholders like corporate and community partners who might not be interested in connecting through their personal Facebook or Twitter accounts.

www.linkedin.com/company/cleveland-foodbank

How we use LinkedIn

www.linkedin.com/company/cleveland-foodbank

Customize banner with 646x220 pic

Pin most important info to top

View detailed analytics to see which posts do best and which

need to be repackaged for

greater engagement

LinkedIn Do’s and Don’ts

DO – Post regularly but not with as much frequency as Facebook and certainly not same degree of frequency as TwitterDON’T – Use hashtags. They don’t work on LinkedIn.DO – Be more careful about what you post here, keeping in mind who the audience isDO – Ask for reshares!DO – Promote your company’s jobs page when postings become available. This generates a lot of engagement with the LinkedIn audienceDO – Comment or offer praise to other organizations or individuals – especially those using your hashtag!DO – Ask stakeholders like board members, community and corporate partners and donors to follow you

Great Social Media Resources to Follow

Mashable – Social Media: https://www.facebook.com/mashable.socialmedia Social Media Today: http://socialmediatoday.com/

Social Media Examiner: http://www.socialmediaexaminer.com/ Beth Kanter (Facebook): https://www.facebook.com/Beth.Kanter.Blog

Beth Kanter (Blog): http://www.bethkanter.org/ Media Bistro: www.mediabistro.com

Questions?

Nancy KelseyOnline Communications Coordinator

Greater Cleveland Food Banknkelsey@clevelandfoodbank.org

LinkedIn: www.linkedin.com/in/nancykelsey

Find this presentation on SlideShare at http://www.slideshare.net/ClevelandFoodbank