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