Social Media workshop for nonprofit organizations on the ins and outs of specific social media channels to learn how to use and manage networks like Facebook, Twitter, and LinkedIn to effectively engage an audience, gain their support and keep people coming back.
Social Media HandsOn Lessons Basics for Nonprofits 2014-02-19
1. Social Media – HandsOn
Lessons
Using and Managing Social Media
Wednesday, February 19, 2014
@Google Pittsburgh
2. Your Social Media Panel:
Jon O’Brien,
Director of Communications,
Master Builders Association of Western PA
Karlye Rowles,
Marketing Manager,
Kulzer and Co., Inc and
(Pgh Metro Chapter) Appraisal Institute
Patty Swisher,
Vice President of Corporate Communications ,
IKM Incorporated Architects
Hosted by: HandsOn Tech, Pittsburgh
Cares
3. Objectives
Learn the ins and outs of social media
channels like Facebook, Twitter and
Linkedin.
Using Social Media to Share your
message
Some tips and tricks to make your life
easier using Social Media
4. What happens online?
...is a collection
of technologies
that allow
users to
interact with
online content.
Blogs
Micro-Blogs
Podcasts/Vide
os
Social
Networks
User Forums
5. Some Staggering Statistics
Facebook =
◦ 1.19B Users Globally
◦ 238 M Users in the US and Canada
◦ 95% of Users log in daily
◦ 73% access Facebook via Mobile
Twitter =
◦ 230+ million Users
◦ 500M Tweets daily
◦ 76% access Twitter via Mobile
Source: http://newsroom.fb.com/key-facts Sept - Dec 2013
Source: Twitter, Twitter.com, Media Bistro, Oct – Dec 2013
6. Some Staggering Statistics
LinkedIn =
◦ 240+M Users
◦ 79% of Users are 35 or Older
Instagram =
◦ 150 M Monthly Active Users
◦ 75M Daily Active Users; 1.2 B Daily Likes
YouTube=
◦ 1 Billion Unique Visitors Monthly
◦ Reaches more U.S. adults ages 18-34 than
any cable network
◦ 40% of global access via Mobile
Source: Instagram.com/press Dec 2013
Source: Media Bistro, http://www.mediabistro.com/alltwitter/social-media-
stats-2014_b54243 January 2014
7. Reasons to Engage Social
Media
Branding/image
creation
Marketing
Increase SEO/
exposure
Communications
Donor Engagement
Customer Service
Employee
Engagement
Recruiting
Industry blogs/sites
Build relationships
Community
Building
Networking
Lobbying efforts
8. Some thoughts:
New media is inducing an incredible transformation within the
organization, introducing opportunities for an internal and
external collaboration in customer service, product, sales,
community relations and public... It's putting the public back in
public relations.
To best reach people, we have to figure out who they are,
where they connect, and how they share and find information
The tools are just extensions of you and your expertise and
artistry. Everything starts with a commitment to the brand you
are representing -- it's culture, personality, overall potential
and people.
Source: Engage, by Brian Solis
9. Social Media
What are your goals:
Build awareness
Establish thought leadership
Educate customers/donors
Increase community base
Recruiting staff/volunteers
Generate leads
Fundraising
Improve internal communication
10. Goals = Measurement:
Build awareness = Fans/Followers/RTs
Establish thought leadership =
Subscribers/Comments/RTs
Educate customers = Inquiries/Surveys
Recruiting Staff/Volunteers = Increase # of
staff/volunteers
Reach new channels = Before/After Market Penetration
Fundraising = $$ earned from campaigns
Improve internal communication = Informal Surveys
EXAMPLES OF
MEASURING SUCCESS?
20. Facebook - When do I post?
Best Times:
◦ 1PM - 4 PM*
Worst Times:
◦ 8 PM – 8 AM*
* This depends on YOUR
audience, test to see what
works best
21. Facebook – When & How?
• Schedule your posts
• Use third-party app to
schedule
22. FACEBOOK TIPS/ BEST PRACTICES
Source: http://allfacebook.com/infographic-intuit-pages-101_b129062
February 2014
Share your story
Engage and Grow your Community
Raise Awareness and Promote your
cause
Drive traffic to your website
Use multimedia posts: Photos / Videos
28. Compose a Tweet
Hey, @PittsburghCares we‟re
learning a lot today about
#SocialMedia!
29. What is a Hashtag?
Source: http://smallbiztrends.com/2013/08/what-is-a-hashtag.html
August 2013
• A Hashtag is a label for
content
• Allows users to search,
find, organize content
around a specific subject
• No spaces allowed
30. 3 Keys to Use Twitter effectively:
By listening to what is being said
about the organization
By engaging with community and the
public
By contributing and sharing their
expertise and thought leadership.
Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate-
b2b-guide?_opt_r=TWITTER&_opt_rdid=6058
31. Twitter
Who should I follow?
◦ Tailor based on recent visits
◦ Friends, Vendors or Competitors Lists
◦ Recommended: Who to Follow & Find
Friends
◦ Search Key Words, Hashtags
◦ Use TweetChats
◦ Promote on PR/Newsletters
34. Twitter-What to Measure
Goals Metrics
Increase Brand Awareness
• Reach (followers + RT * RT‟s
followers)
• Followers
• Branded
Drive Traffic • Visits
Generate Leads • Leads
Nurture Leads • Visits and returning leads
Improve customer service
• Twitter conversations
• Positive mentions
• Changes in customer satisfaction
polls
Use as help channel
• Number of Twitter conversations
• Number of DM
• Number of mentions of your help #
• Change in visits to help section on
your website
Read more at: http://www.optify.net/guides/twitter-for-business-the-ultimate-b2b-guide?_opt_r=TWITTER&_opt_rdid=6058
40. Complete your profile: 140 characters – think
keywords
Use a third party app like Hootsuite,
Tweetdeck, or similar
Establish keyword columns to search and
follow
Identify/Participate in chats
Use Tweetchat to participate
Use hashtags # for search and follow
Use Hootsuite or Buffer app to schedule
tweets
TWITTER - TIPS/BEST PRACTICES
42. LinkedIn – Who?
LinkedIn =
◦ 240+M Users
◦ 79% of Users are 35 or Older
Connect with:
◦ Colleagues
◦ Board Members
◦ Clients/Donors
◦ Industry leaders
◦ Volunteers
◦ Friends
Source: http://nonprofits.linkedin.com/resources.html
43. LinkedIn - Profile
Complete
Profile
Professional
Image
Key Words
◦ Title
◦ Summary
◦ Skills &
Endorsements
44. LinkedIn – What?
Profile to Stand Out and
Connect with Professionals
◦ Use key words to be found
◦ Connect professionally
◦ Join Groups
◦ Search keywords for relevance
Personalize invitation to
connect
Encourage supporters to
promote your cause on theirSource: http://www.nonprofits.linkedin.com/
48. LinkedIn – What?
Company Pages to Reach Audience Where
THEY are
◦ Post Status Updates
◦ Find Volunteers
◦ Become a Resource for information
◦ Groups to Gain Exposure
◦ Partnering Opportunities
Companies that post 20X/ month on average
reach 60% of their followers with one or more
updates
50. LinkedIn – What?
Group Pages to Reach Audience
Where THEY are:
◦ Share Common Interests
◦ To Gain Exposure – Share relevant
content
◦ Engage Group Members –
Conversation
◦ Attract Volunteers – Describe the
ideal candidate
◦ Upload & Share rich content
◦ Actively Manage - Questions/PollsSource: http://www.nonprofits.linkedin.com/
51. LINKEDIN TIPS/ BEST PRACTICES
Create a company page to connect where
professionals are active
Encourage supporters to promote your
cause
Use Groups to activate community
Spotlight events and activities
Find Board Members, Staff & Volunteers
52. Other Social Site to consider
Google+
◦ Divide target audiences by “Circles”
◦ Great for Search
◦ Claim „Credit‟ as Author – also good for search
YouTube
◦ Second largest for search
◦ Multimedia
Instagram
◦ Great if you have a large “captive” audience
◦ Obviously, visual
◦ Drive Traffic
Pinterest
◦ Predominantly reaches women in U.S.
◦ Visual
53. KEYS TO
SUCCESS
1. Make it an on-going dialog
2. Use conversational tone
3. Start slow..have goals
4. Consider an Editorial
Calendar
5. Share personal stories
6. Feedback is a good thing
55. In Conclusion:
Social Media is a tool to be
integrated with your marketing and
communication effort
Social Media sites should work in
conjunction with organizational
goals
Social Media is not a magic bullet
– requires time and effort to grow
organically.
57. Resources
CreativeBloq.com – site for resources for graphic design including
alternatives to Adobe Photoshop
http://www.creativebloq.com/photoshop/alternatives-1131641
Twitter Lists to follow
http://www.postplanner.com/101-best-twitter-lists-to-follow/
List of TweetChats:
http://gnosisarts.com/index.php?title=Tweetchat_Wiki/By_Day
Hinweis der Redaktion
KeywordsTools to make life easier – schedule posts
KeywordsTools to make life easier – schedule posts
KeywordsTools to make life easier – schedule posts
KeywordsTools to make life easier – schedule posts