On March 31, Marisa Peacock of the Strategic Peacock participated in Montgomery Community Media's Non Profit Day (NPO). In this presentation she discussed how non profit organizations can optimize engagement and support through social media.

1. N P O D AY N P O D AY N P O D AY
N P O D AY N P O D AY N P O D AY
O P T I M I Z I N G E N G A G E M E N T
A N D S U P P O R T T H R O U G H
S O C I A L M E D I A N P O D A Y
N P O D AY N P O D AY N P O D AY
!
M A R I S A P E A C O C K T H E S T R AT E G I C P E A C O C K

2. Y O U N E E D S O C I A L M E D I A

3. s o c i a l m e d i a i s
w h e re y o u r a u d i e n c e
i s a n d w a n t s t o b e .
Aim here

4. S O C I A L M E D I A I N 2 0 1 3
18-29 30-49 50-64
P I N T E R E S T FA C E B O O K T W I T T E R I N S TA G R A M
Urban Suburban
African-
American
Hispanic White
Source: Pew Internet & American Life Project, The Demographics of Social Media Users — 2012, February, May, December 2013
L I N K E D I N
Male Female

5. s o c i a l m e d i a i s
w h e r e y o u r
a u d i e n c e g e t s
t h e i r n e w s a n d
i n f o r m a t i o n .

6. C H A R A C T E R I S T I C S O F N E W S C O N S U M E R S A N D T H E
S I Z E O F T H E I R P O P U L AT I O N A C R O S S S O C I A L
N E T W O R K I N G S I T E S
FA C E B O O KT W I T T E R P I N T E R E S TL I N K E D I N I N S TA G R A M
52% 47% 13% 13% 3%
p e rc e n t o f e a c h s o c i a l n e t w o r k ’s u s e r s w h o e v e r g e t n e w s o n t h e s i t e
16%
8% 30%
64%
3%
19%
1%
12%
15%
p e rc e n t o f U S a d u l t s w h o u s e e a c h s o c i a l n e t w o r k
p e rc e n t o f U S a d u l t s w h o g e t n e w s f ro m e a c h s o c i a l n e t w o r k
News Use Across Social Media Platforms, PEW Research Center’s Journalism Project, November 2013

7. s o c i a l m e d i a i s
w h e re y o u r a u d i e n c e
i s i n f l u e n c e d b y
o t h e r s ’ b e h a v i o r s .
I M A G E B Y: B R U C E D U P R E S S O N F L I C K R

8. H A B I T S , B E H AV I O R S , A N D M O T I VAT I O N S O F
D I G I TA L LY E N G A G E D C A U S E - S U P P O RT I N G A D U LT S
L I K E M A K I N G A N I M PA C T
WA N T T O S H A R E A N D G I V E C R E D I T
WA N T T O I N F L U E N C E O T H E R S T O C A R E
A B O U T C A U S E S T H E Y C A R E A B O U T
Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes. Georgetown University’s Center for Social Impact
Communication, March 2013
75%
58%
24%

9. S O C I A L M E D I A N E E D S Y O U

10. Y O U C A N
D R I V E C H A N G E
• s t a r t c o n v e r s a t i o n s
• p ro m o t e y o u r
o rg a n i z a t i o n , c a u s e s ,
i n t e re s t s
• re a c h p o t e n t i a l a n d
c u r re n t s u p p o r t e r s ,
d o n o r s
• i n f l u e n c e f a m i l y,
f r i e n d s a n d a d v o c a t e s
• a s s e r t y o u r a u t h o r i t y
I M A G E B Y: J U S T B E C K E T T O N E T S Y

11. Y O U C A N TA K E
T H E L E A D
R E S E A R C H S H O W S T H AT P E O P L E
U S E S O C I A L M E D I A F O R :
s o c i a l i n t e r a c t i o n
!
i n f o r m a t i o n
!
o p i n i o n s & p e r s p e c t i v e s
!
S h a r i n g I n f o r m a t i o n
!
L e a r n i n g a b o u t o t h e r s
Anita Whiting, David Williams, (2013) "Why people use social media: a uses and gratifications approach", Qualitative Market Research: An International
Journal, Vol. 16 Iss: 4, pp.362 - 369

12. Y O U C A N T E L L
S T O R I E S
e v e r y s t o r y n e e d s 5 e l e m e n t s :
A H E R O
!
A G O A L
!
!
A N O B S TA C L E T O O V E R C O M E
!
A M E N T O R
!
A M O R A L
!
y o u r s u p p o r t e r
w h a t t h e i r s u p p o r t / d o n a t i o n
c a n a c c o m p l i s h
t h e p r o b l e m y o u c a n s o l v e
Y O U !
t h e c a l l t o a c t i o n

13. Y O U C A N M A K E I T H A P P E N

14. P U T I D E A S
I N T O A C T I O N
I M A G E B Y: B A B Y B I R D A N D B U B B U B O N E T S Y
• s h a re y o u r c re a t i v i t y &
i n s p i r a t i o n
• d o n ’t w o r r y a b o u t
f o l l o w e r s , l i k e s o r c h e c k -
i n s
• f i n d & j o i n c o n v e r s a t i o n s
• l e t p e o p l e k n o w h o w
e x c i t e d y o u a re a b o u t a
c a u s e , e v e n t , o r i d e a
• s h a re y o u r e x p e r i e n c e s &
a s k f o r s o m e t h i n g i n
re t u r n

15. G E T
C O N N E C T E D
• f i n d a c o m m u n i t y d o i n g
w h a t y o u ’ r e a l r e a d y d o i n g
o r w a n t t o b e d o i n g
• d o n ’t j u s t s t a n d t h e re —
p a r t i c i p a t e
• f i n d re a l - w o r l d w a y s o f
g e t t i n g t o g e t h e r,
c e l e b r a t i n g a n d c re a t i n g
• g i v e y o u r c o m m u n i t y
s o m e t h i n g t o c a re a b o u t

16. Laurie Boettcher
H E R E ’ S T H E H E A RT O F T H E
M AT T E R : T H E E S S E N C E O F
S O C I A L M E D I A I S K N O W I N G
Y O U R A U D I E N C E S A N D
E N G A G I N G T H E M I N
S O M E T H I N G T H E Y L O V E .

17. T H A N K Y O U !
M A R I S A P E A C O C K
!
T H E S T R AT E G I C P E A C O C K
w w w. s t r a t e g i c p e a c o c k . c o m