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.

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?

11. The Big THREE

12. Facebook

13. Facebook Timeline

14. Facebook
 Setting up a
business or
organization
page

15. Facebook Spec Guide
Source: http://visual.ly/social-media-spec-guide August 2013

16. Facebook
Cover
Photo
Profile
Image
Custom
Tabs / App
Image
Timeline
Status
Update

17. Who is my Facebook
audience?
 Identify and
understand
YOUR audience
 Establish a
tone/voice
 Be
conversational
 Key words to
focus content

18. Facebook - What do I post?
 Educate, Entertain, Inform
 Drive traffic to your web site
 Include calls to action

19. Source: http://allfacebook.com/infographic-intuit-pages-101_b129062 February 2014

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

23. The Big THREE

24. Twitter Sign Up

25. Twitter
Source: http://noellemarketingconsulting.com/a-brief-
glossary-of-twitter-terminology-annotated-graphic/
August 2013
1.Home Page
2.Me Page
3.Profile Photo
4.Header
image
5.Background
image
6.Twitter
Handle
7.Profile
Description
8.Follow
9.Tweet
10.Mention
11.Retweet
12.Hashtag

26. Twitter Spec Guide

27. Twitter
Profile
Image
Twitter
Feed =
Tweets
Tweet

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

32. Twitter
Source: http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html
• What should I tweet?

33. Twitter
http://www.inc.com/hollis-thomases/twitter-tips-11-things-to-tweet-now.html
http://www.pammarketingnut.com/2013/03/100-things-to-tweet-about-on-
twitter-besides-yourself/
• What? Still not sure?
• Twitter for NonProfits: Follow @nonprofits
https://media.twitter.com/nonprofits

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

35. Twitter – Hootsuite Dashboard
 Multiple accounts, one dashboard

36. Twitter – Hootsuite Dashboard
 Multiple Columns for easy
management

37. Twitter – Hootsuite Dashboard
 Schedule posts to save time

38. Twitter – Hootsuite Dashboard
 Pending posts; Hashtag Tracking

39. Content Curation Examples

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

41. The Big THREE

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/

45. LinkedIn

46. LinkedIn – Company Page
Cover
Photo
Profile
Image

47. LinkedIn

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

49. LinkedIn – Group Page
Cover
Photo
Profile
Image

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

54. “If you build it they will come.”

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.

56. Q&A

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