PPT slide presentation developed for the 2015 Tech to Tell Your Story event of the Maryland Association of Nonprofit Organizations.
Description: Communicate your VALUE! Get the basics on how to best position your nonprofit via social media marketing. Learn how to develop a social media strategy for your nonprofit that aligns with your mission/vision/values, increases your brand awareness, and expands your audience. Hear best practices from other nonprofits and other businesses from all over the social media world. Bring your own social media success stories to share!
2. Telling Your Nonprofit’s Story With Social Media
Social Media 101
Why social media?
Mission, vision, values
What it takes
Return on investment (ROI)
Pro tips, takeaways
Q & A
4. Social Media 101
1.44B
monthly
active users
77% Women
18-29
College
>$75K
Facebook
347M
monthly
active users
51% Men
30-64
College
>$75K
LinkedIn
316M
monthly
active users
52% Men
18-29
College
$50-75K+
Twitter
300M
monthly
active users
87% Women
18-29
Some college
$50-75K+
Instagram
Sources: Statista, SproutSocial
20. What It Takes
Staff
1 FT social media specialist
1 graphics designer
Money
Paid advertising on social media
Social media management applications
Editorial calendar, scheduling
ANALYTICS
Institutional Commitment
Strategic plan
Marketing/Communications strategy
Participation by staff, volunteers, board, partners
TIME
25. Pro Tips and Takeaways
• Build a digital library of storytelling assets
• Discuss how user-generated content can help your storytelling
• Start planning NOW for #GivingTuesday
• Audit all components of your online presence for consistent branding & messaging
• Incorporate social strategies into your event marketing
Here’s what I do
I help businesses and nonprofits maximize their social presence by:
Auditing their current social footprint
Developing social marketing strategies
Help them maintain their social accounts
Train/develop their staff
Share your social media stories along the way
Virtual penny trays that open up to the world
These are global numbers; not US
72% of adults who make more than $75K use FB
LinkedIn average income $104K, hits both Boomers & GenXers
80% Tw users on mobile
Katy Perry 71.41M followers
Pinterest 42% women, 18-29, college, >$75K
2nd largest search engine in the world: YouTube. 31.8M monthly users
THIS IS WHERE YOUR AUDIENCE IS. THESE ARE YOUR DONORS.
Social media is just one tool in your organization’s marketing/communications tool box.
Should work in concert with website, email/e-newsletter communications, print pieces
Positions your organization squarely within your audiences peripheral vision
Tell your story authentically, convene the conversation
Like a story: beginning, middle, end
Good stories have interesting characters, connect with your emotions, create memorable visuals in your mind
Social media is where you can communicate your organization’s story, connect with your donors
Learn from these examples. How can you apply these tactics to your organization’s social media?
Beautiful images
Clearly articulates mission, values
1.6M followers
Sign Up button links to Action Center page on website
charity : water
Most recent post caption communicates VALUE
Great profile pic—simple icon
Shop Now button leads to e-commerce page
Important that website and social work together
Profile pic icon
Clearly delineates mission, vision, values
Calls to Action illustrate values. “You can make a difference”
Clear mission, vision, values
Recruiting function of LinkedIn
Creative graphic
CTA profile pic
42K followers
Light tone, neutral copy “reproductive health care”
Political lightning rod
Cover pic is your billboard—free advertising space!
Tweet content is related to upcoming event/show
Shareable advocacy tools
Invites supporters to share content
Graphics with quotes very popular on Pinterest
Amnesty International USA on Pinterest, 12.1K followers
CTAs at top of pin
Pin links to someone else’s site, but Amnesty International gets credit for traffic on Pinterest and referral to the other site
Visuals tell story, relay emotions
CTA in description
“We’re a for-purpose organization”
Extremely high level of engagement
2,287 likes, 14 comments
“Promise is exciting”
Note conversation in comments—lead generation!
2,077 likes, 13 comments—extremely high level of engagement
Caption communicates VISION
Comment from supporter acknowledges VALUE
authenticity
Crazy level of engagement—3,213 likes, 55 comments
Clever caption
Adorable photo
Cuteness + caption = EMOTIONS
Examples from you?
Questions?
Investment and commitment of internal and external resources
DON’T leave your social to an intern. Invest in an experienced professional.
Full time job: daily care & feeding of social accounts, analytics, reporting, reputation monitoring/management
ANALYTICS are vital to your marketing and institutional growth.
Be patient. It will take a few months to see real impact on your overall marketing efforts.
How do you measure return?
Vanity metrics: page likes, followers
Increased engagement: post likes, comments, shares
Increased awareness: post reach, impressions
Increased web traffic: referral traffic tracking
Increased REVENUE
over $220M raised
Research breakthroughs that could benefit other diseases—Alzheimer’s, muscular dystrophy
Now an annual event
#EveryAugustUntilACure
Viral internet stunt that evolved out of two ALSA supporters’ passion for finding a cure
Not just awareness, not just advocacy
CALL TO ACTION GONE WILD
Benefits to ALSA:
Spread of organization’s values worldwide
Embodied their mission
Advanced their vision for an ALS cure
Started by two of their members/patients
Collect photos, graphics, screenshots throughout the year. Consider video—Keep it short, sweet, shareable. Consider hiring a pro photographer for the glamour shots, events, etc.
Testimonials, contests
Consistency across platforms—website, social, e-communications, print. FLOW
Event hashtags, publicize your social handles