There is no Magic Sauce for Success when using Social Media Locally

There is no Magic Sauce for
success when using Social
Media locally*
*there are best practices
Marilyn Zayfert
illumiNET Digital Marketing
@mzayfert www.illumiNETMedia.com
(646) 580-0799

What is Social Good?
The common good or commonweal is a term
that can refer to several different concepts. In
the popular meaning, the common good
describes a specific "good" that is shared and
beneficial for all members of a given
community. ...
http://en.wikipedia.org/wiki/Social_good
(646) 580-0799

Local Social Good organizations
and businesses include:
Community Centers
Colleges/Schools
Green Markets/ Recycling initiatives
Artist groups
Community organizations
Education
Educational Theater
Museums
Historical Landmarks and Conservation Groups
Community Parks and Recreational Events
Food banks
Disaster relief
Environmental groups
(646) 580-0799

SOCIAL GOOD’S BEST PRACTICES FOR USING
SOCIAL MEDIA FOR SUCCESS IN:
Event Promotion
Fundraising
Building Community Building Capacity
Building Awareness or Community Call to Action
(646) 580-0799

Social Media for Social Good is NOT
about you
It’s about them……
KNOW your audience….
(646) 580-0799

Build your community
Who do you want your message to reach?…
(646) 580-0799

Build your brand—
Who do you help?
Who is working with you?
Who do you want to reach?
Why should people get involved with your organization?
What do you want for your community?
What is your event/cause about?
When were you established?
How do you accomplish our mission?
Optimize your image with a consistent logo and photos. Be
consistent Be clear Be transparent
(646) 580-0799

(646) 580-0799
Always refer back to
the mission
statement of your
cause or event
State why you are
relevant
Restate your mission
“To boldly go where no man has
gone before”

Optimize your brand identity with a
consistent logo and photos &
message
Use the same logo, photo, font and keywords on all
platforms including your website
(646) 580-0799

Tips for building “community”
Follow influencers and follow the
people that they follow
Follow local news sources
Share information and repost
relevant news to your followers
(646) 580-0799

Community Building Tips Continued:
Determine how many times per
day/week you will post content on social
platforms based on your audience
Schedule regular email updates and
develop a newsletter
Tell people why they should get involved
with your organization
(646) 580-0799

Community Building Tips Continued:
Be reciprocal. Always share, like or
comment on posts by others
Show your appreciation and say thanks
Remember you are building
relationships
Be present- continuous participation on
social channels is KEY!
(646) 580-0799

Tell Your Story
Show what your event/cause is about
Explain what you want for your
community
Demonstrate how your
organization/cause/event will
accomplish it’s mission
(646) 580-0799

Remember to always build
relationships
Be a conversation starter
Establish your organization or cause as resource of information
Update your audience
Stay engaged
(646) 580-0799

Strategizing
Use an integrated approach including but not limited to:
Email
YouTube
Flickr
Facebook
Google+
Instagram
Twitter
LinkedIn
Pinterest
Blog/Website
Kickstarter or Indiegogo/fundraising platform
(646) 580-0799

USE YOUR CONTENT TO:
• Be a conversation starter
• Establish your organization or cause as an expert resource
• Update your audience
• Create a call to action
BUILD A CAMPAIGN
Identify:
Who is your audience?
What is your message?
When is the event ?
Where is the event?
How long do you want the campaign to last?
What deliverables will you create?
How will you measure success of campaign? What analytics will you use?
Secure a HASHTAG ###
I n corp orate a content calen d ar an d s ocial med ia
d as h b oard to automatically set specific post times and frequencies
(646) 580-0799

(646) 580-0799
Measure, Measure, Measure
- Use your analytics to see what’s
working……

(646) 580-0799

(646) 580-0799
Platforms
Facebook
Twitter
Tumblr
Instagram
Google+
SnapChat
StumbleUpon
Pinterest
YouTube
Flickr
LinkedIn
Blogger
Periscope
Utilities
Bit.ly
Buffer
Hootsuite
Postplanner
EventBrite
Mailchimp
HubSpot
Sprout

(646) 580-0799
T w i t t e r R e c i p e
• T w i t t e r a n s w e r s t h e q u e s t i o n ,
“ W h a t ’ s H a p p e n i n g ? ” i n u n d e r
1 4 0 c h a r a c t e r s . T h e r e a r e
a l r e a d y 2 5 5 m i l l i o n m o n t h l y
a c t i v e u s e r s , a n d i t i s g r o w i n g
b y l e a p s a n d b o u n d s e v e r y d a y .
• 3 p o s t s / d a y w i t h c u s t o m c o n t e n t
a n d h a s h t a g
• R e s p o n d , u p d a t e a n d t h a n k
f o l l o w e r s f o r i n t e r a c t i o n s d a i l y .
S i m p l e F a c e b o o k R e c i p e
• C r e a t e a n d o p t i m i z e c u r r e n t F a n p a g e
a l t e r i n g t a b s t o s u i t c l i e n t ( u s i n g
p r e b u i l t t a b s )
• C r e a t e p r o m o t i o n p l a n a n d w r i t e
i n t r o d u c t o r y e m a i l t o y o u r c u r r e n t
c u s t o m e r b a s e p r o m o t i n g y o u r
F a c e b o o k U t i l i z e p a i d p r o m o t i o n
c a m p a i g n
• C r e a t e f a n p h o t o p a g e a n d u p l o a d
p h o t o s
• D e l i v e r t h r e e p o s t i n g s w e e k l y w i t h
o r i g i n a l c o n t e n t M o n i t o r o n c e p e r
w e e k d a y f o r i s s u e s t h a t n e e d t o b e
a d d r e s s e d
• I n t e r a c t o n c e p e r w e e k d a y w i t h f a n s
w h o h a v e p o s t e d o n y o u r w a l l o r
c o m m e n t e d o n y o u r p o s t s
E v e n t p r o m o t i o n r e c i p e
• E v e n t s a r e i n h e r e n t l y s o c i a l . E v e n t s
a r e i n h e r e n t l y v i r a l . U t i l i z i n g t h e
r i g h t t o o l s T a r g e t y o u r a u d i e n c e
a p p r o p r i a t e l y , i n c l u d e r e l e v a n t
i n f o r m a t i o n . P r o m o t e w i t h i n a
r e a s o n a b l e t i m e p e r i o d ( t w o t o f o u r
w e e k s i n a d v a n c e f o r e s t a b l i s h e d
g r o u p s ; a t l e a s t t w o m o n t h s f o r
r e l a t i o n s h i p s t h a t n e e d t o b e
e s t a b l i s h e d ) .
• C r e a t e a n d m o n i t o r a F a c e b o o k
e v e n t
• R u n a p a i d p r o m o t i o n o f t h e e v e n t
• U p d a t e F a c e b o o k p a g e u p d a t e d 2 - 3
t i m e s w e e k l y w i t h c u r a t e d p o s t s .
P o s t c o n t e n t t o T w i t t e r b e g i n n i n g
e v e r y 1 2 h o u r s a n d i n c r e a s i n g t o
e v e r y 4 h o u r s p r i o r t o t h e e v e n t .
T h e F a c e b o o k e v e n t p a g e s h o u l d
i n c l u d e a p a y m e n t m e t h o d i f
a p p l i c a b l e ( e x E v e n t b r i t e , p a y p a l ) .

Tips to Ensure Consistency
(646) 580-0799
Know your audience and how to relate to
them. This goes beyond basic demographics. You should
know why it is they are interested in engaging with you.
Can you solve a problem for them or bring value to their
business? Getting to know your audience can be as simple
as asking your customers and clients questions about
themselves, their business, and/or how they perceive
your business. Remember that you may have more than
one audience to engage with and your strategies may
overlap. The way you treat, speak, and engage with each
audience must be constant and relevant on a personal
level.
Know where you are and where you want to
be. You already have your mission, vision, and values set,
but there’s more to figure out. What is your company
already known for? What do you want to be known for?
Create content that fits your audience’s perception of you.
For example, if you’re perceived as edgy, be sure to use
edgy and daring language and imagery. Push the
envelope! If you’re in the process of re-branding, though,
knowing how your audience perceives you is still
important. This will help you decide how you want to be
perceived. Just remember to perpetuate your ideal
perception by being consistent.
Create a calendar for your media. This can include what
topics will be regularly discussed on your social media
channels, when your company newsletter will be send out,
or even when you’ll be mailing out promotional material.
This helps your team develop a rhythm and become experts
in coming up with the necessary content and to complete
tasks in a timely manner. In addition, it will help your
customers and clients to unknowingly develop expectations
and retain loyalty when your team consistently delivers.
Create a set of guidelines (or “rulebook”) that is distributed
company-wide or at least throughout the marketing and PR
departments. This “rulebook” should contain a basic set of
standards, including language and grammar, colors, fonts,
and images that can be used. These simple components are
the basis with which your audience identifies your brand.
Know that your brand is going to grow and evolve. Your
Mission might change. This should be a consistent journey,
much like your strategies. Sometimes your customers and
clients will “grow out” of you and they may or may not let
you know this. If it’s time for a transition, it can be done, but
re-branding should be done slowly and of course, remain
consistent. Your audience will be with you along the way, so
don’t leave them behind!

illumiNET Marketing
Social Good Success Stories
(646) 580-0799

There is no Magic Sauce for Success when using Social Media Locally

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