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Marketing & Social Media – What’s
New?
presented for Kentucky Nonprofit
Leadership Forum
October 23, 2013
VP, Media + Marketing
with LEAP
12 years of experience in marketing,
both traditional and digital
MBA from University of Louisville
Adjunct Professor at Spalding
University
@christy_belden

Speak and present on a numerous
digital marketing topics

www.linkedin.com/in/christybelden
www.christybelden.com
Marketing and Social Media - What's New in 2013 and 2014
www.leapagency.com

www.leapagency.com/blog
Facebook
Twitter

#sm #marketing
@leapagency
www.courier-journal.com
Facebook
Twitter

#sm #Marketing
@courierjournal
@kynonprofits

@christy_belden
@leapagency
@courierjournal
#sm
#marketing
Agenda
•
•
•

•
•
•

Marketing Today and Beyond
Inbound Marketing vs. Outbound/Outbound Marketing
Channels
• Content
• Social Media
• Email
• Events/Guerrilla Marketing
• YouTube
Millenials
Takeaways
Resources
Marketing
Today and
Beyond
Marketing and Social Media - What's New in 2013 and 2014
Marketing and Social Media - What's New in 2013 and 2014
Marketing and Social Media - What's New in 2013 and 2014
Source: Avectra
Source: M+R and NTEN
Source: Waggener Edstrom
Source: Waggener Edstrom
Source: Waggener Edstrom
Source: Waggener Edstrom
Source: 2013 eNonprofit Benchmark
Inbound vs.
Outbound/Int
erruption
Source: http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing
Marketing and Social Media - What's New in 2013 and 2014
Channels
Data and
Analytics
Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/
Tips
• Start small
• Try to connect donors, volunteers, participants to email, donations,
social media
• Segment groups and provide unique opportunities for each group
Content
Marketing
Google Trends for “Content Marketing”

Source: Google Trends
Source: NewsVend
Source: NewsVend
Source: PRDaily
Marketing and Social Media - What's New in 2013 and 2014
Marketing and Social Media - What's New in 2013 and 2014
Marketing and Social Media - What's New in 2013 and 2014
46% of Millenials
have read a blog
post on a
nonprofit’s site

Source: Hubspot, 2013 Millennial Impact Report
Mechanisms for Content Distribution

Source: NewsVend
Example: WWF - blog
Example: ASPCA - blog
Example: Amnesty International - Infographic
Tips
• Start!
• Create editorial calendars when content will be launched

• Distribute content
• Think outside of text
• Recruit guest bloggers

• Tell the stories
• Thanks volunteers
• Evergreen
Social Media
Source: MDG Advertising
Source: Artez
Source: M+R and NTEN
Source: MDG Advertising
Source: Waggener Edstrom
Source: Mashable
Marketing and Social Media - What's New in 2013 and 2014
Source: LEAP
Nonprofit Hashtags

#video4change
#socimpact
#dogood
#nonprofits
#volunteer
#activism
#charity
#donate
#socialgood
#causes
#fundraising
#philanthropy
#advocacy
Examples: It Gets Better Project on Google+
Examples: American Red Cross on Pinterest
Tips
• Must have a detailed social media strategy
• Have a person, or a team, devoted to social media – This is not an
intern
• Executive management needs to make social media a priority – Both
personally and professionally
• Start budgeting for social media advertising

• Think outside Facebook
• Use hashtags
Email
Marketing and Social Media - What's New in 2013 and 2014
Source: 2013 eNonprofit Benchmarks Study
Source: 2013 eNonprofit Benchmarks Study
Example - KIVA
Tips

• Frequent, consistent communication
• Think multimedia content
• Customize the content with personal information
• Drive the user to action
YouTube
Source: Waggener Edstrom
Example: Water is Life

http://www.youtube.com/watch?v=XYf82F3CHYo&list=PLNefYveISOJnZygggcNPuGvCtY_Zx-Bvj
Tips
• Use video to explain complex issues
• Feature the stories

• Have a call to action at the end
• Think of it as an investment
Events/Gueri
lla Marketing
Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/
Example: World Blood Donor Day 2013

http://www.youtube.com/watch?v=8JYUXnesH8M
Tips
• Think outside of the box
• Leverage social media
Crowdfunding
Source: Mashable
Millennials
Stats for Nonprofits and Millennials
• Nearly half of respondents follow 1-5 organizations on social media, while threequarters of them Like, retweet or share social content
• More than 60% of respondents said they liked when nonprofits shared stories
about successful projects or the people they help.
• Roughly two-thirds of respondents stated they receive email or e-newsletters
from 1-5 different nonprofits
• As a result of an email request, 52% signed a petition or pledge and
donated, while 49% shared or forwarded news or updates
• 51% of Millenials have visited a nonprofit’s website and connected with them on
social media
• 83% of respondents said they own smartphones, with 80% of this group noting
they prefer nonprofits to have a mobile-friendly website.
Source: Hubspot, 2013 Millennial Impact Report
Takeaways
Takeaways
• Be Everywhere
• Make your messaging relatable, relevant, sharable

• Your website is your home
• Mobile, mobile, mobile
• 80/20 rule when posting on social media

• Create
• Be Authentic
Resources
Resources - Books

Youtility – Jay Baer

The New Rules of Marketing & PR – David Meerman Scott

The Art of SEO – Eric Enge, Stephen Spencer, Rand Fishkin
Resources - Blogs

• Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com
• Social Brite – www.socialbrite.org
• 2013 eNonprofit Benchmarks Study – www.e-benchmarksstudy.com
Resources – Hashtags

Twitter Chats & Resources
#nptalk
#ynpchat
#smnpchat
#npmc
#npcons
#nptech
#14NTC
Questions?
Thank You!

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