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Social media 2017 core presentation

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How to Use Social Media to Drive Fundraising
SOCIAL MEDIA
Laura B. Poindexter
Queenb Creative, LLC
@laurabcreative
Where Are You?
Social Media Platforms
3Cs of Social Media
The Basics
These are the 3 important things you need to address in
developing your social media plan.
Customer
Who are they and where are they online?
Content
What do you have to say/share?
Capabilities
What can you do?
Credibility
Prospects may not find you on social, but they will look
at your profiles.
Audience
8
Facebook vs. Email: A Tale of Two Platforms
Social media 2017 core presentation
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Social media 2017 core presentation

  • 1. How to Use Social Media to Drive Fundraising SOCIAL MEDIA
  • 2. Laura B. Poindexter Queenb Creative, LLC @laurabcreative
  • 3. Where Are You? Social Media Platforms
  • 4. 3Cs of Social Media The Basics These are the 3 important things you need to address in developing your social media plan. Customer Who are they and where are they online? Content What do you have to say/share? Capabilities What can you do? Credibility Prospects may not find you on social, but they will look at your profiles. Audience
  • 5. 8 Facebook vs. Email: A Tale of Two Platforms
  • 7. 10 Your Advantage: your authentic connection with your audience
  • 8. Five Types of People: Leverage Relationships to Inspire Engagement 11 Suspects Customers DisinterestedProspectsRaving Fans
  • 9. 12 Credibility Social Media Platforms - Potential donors will look - Don’t make these mistakes - No consistency - No direction - No variety - No plan - No one is listening - No response Next Steps: text SOCIALAUDIT to 33444 Social Media Profile Checklist
  • 10. Photo sharing Video sharingNetworking Types of social sites
  • 11. What to Post: Photos, Native Video, Live Video Frequency: 2-5 times per week Biggest benefit: Ubiquitous; Advertising platform Top tips: - Turn on messaging - Use Donate call-to-action button - Try live video
  • 12. What to Post: Photos, short video, links Frequency: 5 times per day Biggest benefit: Speed of connection, one-on-one feel Top tips - follow influencers and partners - create lists to organize who you are following - keep an eye on trending hashtags
  • 13. What to Post: announcements, partnerships, press releases Frequency: 1-3 times per week Biggest benefit: Connections Top tips - engage with partners, sponsors, and board members - completely fill out business profile for SEO - participate in groups - publish on Pulse
  • 14. What to Post: photos especially of people Frequency: 1-3 times per week Biggest benefit: visual inspiration to connect with audience Top tips - research relevant hashtags to use in posts - strive for variety - give face to organization
  • 15. Emotional © 2016 Constant Contact, Inc What makes content shareable? Engaging VisualUseful
  • 16. Visuals Images and Video are increasingly important on social media. 1. Create your own 2. People love people 3. Visual diversity
  • 18. 1 newsletter becomes: 3 blog posts to describe points in- depth 3 videos to demonstrate 10+ Twitter updates 4-8 Facebook updates - videos, image, blogs Example: Repurpose Content
  • 19. Putting it all together…
  • 20. Putting it all together…
  • 21. Putting it all together…
  • 22. 27 Thank You Text NONPROFIT to 33444 for these slides and additional resources & invite to my monthly free nonprofit webinar

Hinweis der Redaktion

  1. Nonprofit version
  2. http://barometer.agorapulse.com/
  3. I want to share something that happened that underscores the importance of driving social fans and followers back to your email list. On November 8th, 2015, Social Media Examiner’s Facebook page, with over 380,000 fans, [CLICK TO BUILD] disappeared. Yes, it disappeared. It couldn’t be found anywhere, and the best Facebook could tell the folks at Social Media Examiner was that the Page was still “in the background somewhere.” The founder of Social Media Examiner, Michael Stelzner, took to his personal Facebook and Twitter pages to post about it. He couldn’t very well message or post about it through the missing Facebook page. They lost their Facebook page for two days. We talk about this in the abstract all the time – that you don’t really own your fans and followers on social media, and we try, anyway, to show how important it is to use social media and email together – encourage your fans and followers to ALSO subscribe to your email list, and vice versa, to make sure that you’re as visible as possible. We never in a million years thought that this kind of thing would happen to our friends at Social Media Examiner, but it’s a startling example for all of us to consider today, right?  Now, fortunately, Michael ALSO has a healthy email list – 412K strong and growing – and between that and his other social media channels he was still able to communicate with his followers while he sorted this out, but for all of us today, let’s take a minute to consider how we’re all using our Facebook presence to point people back to destinations that we DO own and CAN control. Your website, your blog, and to your email list. 
  4. There are dozens of social media platforms out there. Part of this seminar is about understanding the benefit of each platform, so you can determine which one is right for your organization and for your target audience. You’re likely already using email to communicate with your audience, but you’ll want to start by choosing one social media platform that best fits your business and where your audience is. Once you’re more familiar and have a strategy that’s working, you can choose another platform. Let’s break down some of the most popular platforms to see the different types and what they are used for. We can group the top social sites into 3 general categories: (Animate) Networking – these types of platforms allow individuals and businesses to connect with others and share content. Some are focused on business networks, like LinkedIn. Whereas, some are best known for their personal relationship building like Facebook and Twitter. All of these platforms are all designed for content sharing between connections. News spreads like wildfire on these platforms because of the ability to easily connect and share with others. (Animate) Photo sharing – These social media sites are highly visual with the use of images. Studies show that imagery tends to create positive emotions in people, and the rapid increase in the use of smartphones has contributed to this trend. Not only can phone users easily take quality pictures with their phones these days, but with the help of social platforms like Instagram, Pinterest, and Snapchat, they can quickly (if not immediately) share their images with others. Plus, sometimes it’s easier to view visual content than it is to read text. (Animate) Video sharing – While other platforms allow you to share videos, these sites are strictly video-based. Video is one of the most powerful online tools for businesses, but it’s often seen as a challenge because it requires more time and effort that other forms of content. However, the booming popularity of streaming makes it hard to ignore the potential of video for your business. For example, over 6 billion hours of video are watched on YouTube each month. That’s an enormous potential audience. [Ask] How many of you are using at least one of these social media platforms for your business or organization? I want to get an idea of who might already be familiar with some of these. [Allow a few moments for people to raise their hand. This will give you an idea of how much time you may want to spend on slides 12 – 17. The following slides are OPTIONAL, if you want to take a slightly deeper dive into specific sites.] It’s important to know that you don’t have to use all of these. You’ll want to determine which of these might be the best fit for your audience and your business in order to create an effective social media strategy. Let’s discuss a few of these sites in more depth.
  5. [Based on your audience, you may spend more time on some of these than others. Slides 12 – 17 are optional, if you want to take a slightly deeper dive into specific sites.] As one of the initial, most popular social networks, Facebook allows your business to be more discoverable and connect with your audience. You can have one-on-one conversations with your customers or members who will have the ability to like your page and read the posts you share. Another great benefit is that your customers can check-in when they visit your location which gets shared to their friends’ newsfeed. With over 1 billion, it is the site with the most active users. Anyone looking to communicate with consumers can use this platform. Facebook is very flexible on the type and length of the posts you can share. For best results, we recommend using 40 characters for a status update and 30-45 seconds for videos posted to Facebook. When using a text status update, it’s important to include some type of multimedia like an image, photo album, or a video. Facebook is a low volume network. So don’t post too frequently – fans may get frustrated. Make each post count by offering something valuable or interesting to your audience. We recommend posting at least once a day but you can post once a week depending on your audience and business. For Facebook consider quality vs quantity. One of the biggest benefits is that Facebook can help your business to reach a large audience and it also provides advertising tools. Sources: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ https://socialmediaweek.org/blog/2016/03/optimize-social-media-time/ http://forgeandsmith.com/how-often-should-i-post-on-social-media/
  6. [Based on your audience, you may spend more time on some of these than others. Slides 12 – 17 are optional, if you want to take a slightly deeper dive into specific sites.] As one of the initial, most popular social networks, Facebook allows your business to be more discoverable and connect with your audience. You can have one-on-one conversations with your customers or members who will have the ability to like your page and read the posts you share. Another great benefit is that your customers can check-in when they visit your location which gets shared to their friends’ newsfeed. With over 1 billion, it is the site with the most active users. Anyone looking to communicate with consumers can use this platform. Facebook is very flexible on the type and length of the posts you can share. For best results, we recommend using 40 characters for a status update and 30-45 seconds for videos posted to Facebook. When using a text status update, it’s important to include some type of multimedia like an image, photo album, or a video. Facebook is a low volume network. So don’t post too frequently – fans may get frustrated. Make each post count by offering something valuable or interesting to your audience. We recommend posting at least once a day but you can post once a week depending on your audience and business. For Facebook consider quality vs quantity. One of the biggest benefits is that Facebook can help your business to reach a large audience and it also provides advertising tools. Sources: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ https://socialmediaweek.org/blog/2016/03/optimize-social-media-time/ http://forgeandsmith.com/how-often-should-i-post-on-social-media/
  7. [Based on your audience, you may spend more time on some of these than others. Slides 12 – 17 are optional, if you want to take a slightly deeper dive into specific sites.] As one of the initial, most popular social networks, Facebook allows your business to be more discoverable and connect with your audience. You can have one-on-one conversations with your customers or members who will have the ability to like your page and read the posts you share. Another great benefit is that your customers can check-in when they visit your location which gets shared to their friends’ newsfeed. With over 1 billion, it is the site with the most active users. Anyone looking to communicate with consumers can use this platform. Facebook is very flexible on the type and length of the posts you can share. For best results, we recommend using 40 characters for a status update and 30-45 seconds for videos posted to Facebook. When using a text status update, it’s important to include some type of multimedia like an image, photo album, or a video. Facebook is a low volume network. So don’t post too frequently – fans may get frustrated. Make each post count by offering something valuable or interesting to your audience. We recommend posting at least once a day but you can post once a week depending on your audience and business. For Facebook consider quality vs quantity. One of the biggest benefits is that Facebook can help your business to reach a large audience and it also provides advertising tools. Sources: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ https://socialmediaweek.org/blog/2016/03/optimize-social-media-time/ http://forgeandsmith.com/how-often-should-i-post-on-social-media/
  8. [Based on your audience, you may spend more time on some of these than others. Slides 12 – 17 are optional, if you want to take a slightly deeper dive into specific sites.] As one of the initial, most popular social networks, Facebook allows your business to be more discoverable and connect with your audience. You can have one-on-one conversations with your customers or members who will have the ability to like your page and read the posts you share. Another great benefit is that your customers can check-in when they visit your location which gets shared to their friends’ newsfeed. With over 1 billion, it is the site with the most active users. Anyone looking to communicate with consumers can use this platform. Facebook is very flexible on the type and length of the posts you can share. For best results, we recommend using 40 characters for a status update and 30-45 seconds for videos posted to Facebook. When using a text status update, it’s important to include some type of multimedia like an image, photo album, or a video. Facebook is a low volume network. So don’t post too frequently – fans may get frustrated. Make each post count by offering something valuable or interesting to your audience. We recommend posting at least once a day but you can post once a week depending on your audience and business. For Facebook consider quality vs quantity. One of the biggest benefits is that Facebook can help your business to reach a large audience and it also provides advertising tools. Sources: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/ https://socialmediaweek.org/blog/2016/03/optimize-social-media-time/ http://forgeandsmith.com/how-often-should-i-post-on-social-media/
  9. Before we get into the types of actual content, it’s important to understand the importance of engaging and shareable content. The bottom line is content that is shared is going to help spread the word about your post and your business. You’ll reach more people, so how do you make sure you content encourages people to share? If you just share a post, just because you feel you are supposed to share something, you could be wasting your time. By posting content that is shareable by your audience you’ll get increased visibility for your business and reach more people. When one of your existing fans shares your post, they’re sharing it with their friends and followers. The more people that share your content, the more successful you will be with social media. Here are a couple of things to consider in order to make your content shareable: It should be something useful to the audience. Think about content that educates with hints and tips or even DIY information. You’ll also want to make it engaging, which means you are asking them to take some sort of action, watch a video, click on a link etc. Like with your email, visuals help to break up the text or share an infographic that will really catch their attention. One of the most common things that will get their attention is emotion. So your content should elicit some type of emotion that makes them want to share the post with all of their friends and followers. https://marketinginsidergroup.com/content-marketing/8-tips-shareable-content/
  10. retail