THE NEXT LEVEL OF ENGAGEMENT: ADVANCED SOCIAL MEDIA STRATEGIES FOR NONPROFITS
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The document presents advanced social media strategies for nonprofits, highlighting key areas such as research, branding, and implementation. It emphasizes the importance of understanding online behavior and the impact of platforms like Facebook, Twitter, and LinkedIn on engagement and outreach. Best practices and case studies are shared to demonstrate effective social media use for increasing awareness and fundraising efforts.
THE NEXT LEVEL OF ENGAGEMENT: ADVANCED SOCIAL MEDIA STRATEGIES FOR NONPROFITS
- 1. THE NEXT LEVEL OF ENGAGEMENT: ADVANCED SOCIAL MEDIA STRATEGIES FOR NONPROFITS Presented By: Rosie Branstetter Principal © 2011 fiveseed, llc. All rights reserved.
- 2. A full-service strategic communications agency with global reach founded on the principle of creating positive change for our clients and our community. 1. Research 2. Branding 3. Strategy 4. Creative 5. Implementation © 2011 fiveseed, llc. All rights reserved.
- 3. JOIN THE CONVERSATION ‣ #nonprofitSM ‣ @fiveseed © 2011 fiveseed, llc. All rights reserved.
- 4. AGENDA FOR TODAY ‣ Introductions ‣ Trends in online behavior ‣ Break ‣ Case studies ‣ Activity packet ‣ Break ‣ Best Practices
- 5. © 2011 fiveseed, llc. All rights reserved.
- 6. WORLD INTERNET STATISTICS ‣ 1.9 billion people online ‣ Represents a penetration of only 28% ‣ 1.5 billion visits to social networking sites each day ‣ 30% access the Web via mobile * Source: Internet World Stats, June 2010; Universal McCann, 2010 © 2011 fiveseed, llc. All rights reserved.
- 7. INTERNET PENETRATION BY MARKET (16- to 54-year-olds) * Source: Universal McCann, 2010 © 2011 fiveseed, llc. All rights reserved.
- 8. INTERNET PENETRATION BY MARKET (16- to 54-year-olds) 77% N. America Oceania/Australia 61% Europe 58% Latin America/Caribbean Penetration Rate 35% Middle East Asia 30% Africa 22% 11% World, Avg. 29% 0% 25% 50% 75% 100% * Source: Internet World Stats, June 2010 © 2011 fiveseed, llc. All rights reserved.
- 9. WHAT IS SOCIAL MEDIA? ‣ Web 2.0, New Media ‣ A fusion of technology and sociology ‣ User-Generated Content (UGC) ‣ Conversation (many-to-many) ‣ Community, collaboration, participatory ‣ The end of control © 2011 fiveseed, llc. All rights reserved.
- 10. WHAT DOES IT LOOK LIKE?
- 11. JUST A NEW WAY TO COMMUNICATE © 2011 fiveseed, llc. All rights reserved.
- 12. WHY DOES IT MATTER?
- 13. WHY DOES IT MATTER? ‣ Everyone has a voice ‣ Immediacy ‣ Trust...“a person like me” vs. “the expert” vs. “authority” ‣ Proliferation, viral ‣ Web presence = reputation management ‣ Brand advocacy ‣ SEO ‣ Insights! © 2011 fiveseed, llc. All rights reserved.
- 14. REACH MAINSTREAM MEDIA ‣ 89% of journalists source stories from blogs ‣ 65% of journalists use Facebook and LinkedIn for research ‣ 52% of journalists use Twitter ‣ Crisis communications * Source: Cision/GSPM Media Survey 2010
- 15. IDENTIFY, MEASURE & UNDERSTAND ‣ Brand Awareness ‣ Stakeholder Engagement ‣ Personal Stories ‣ Perceptions ‣ Motivations ‣ Influencers © 2011 fiveseed, llc. All rights reserved.
- 16. THE LONG TAIL OF THE WEB * Source: Chris Anderson, @chr1sa © 2011 fiveseed, llc. All rights reserved.
- 17. TOP 10 LANGUAGES ON THE WEB Japanese 5% Spanish Portuguese Chinese 8% 4% 23% German 4% Arabic 3% French 3% English 27% Russian 3% Other Korean 18% 2% * Source: Internet World Stats, 2010 © 2011 fiveseed, llc. All rights reserved.
- 18. “THINKING ABOUT THE INTERNET, WHICH OF THE FOLLOWING HAVE YOU EVER DONE?” Watch video clips online Visit a friend’s social network profile Read blogs Manage a profile on a social network Create a profile on a social network Leave a comment on a blog Upload photos to a photo sharing site Start my own blog Upload video clips to a video sharing site * Source: Universal McCann, 2010 © 2011 fiveseed, llc. All rights reserved.
- 19. ‣ Exceeds 2 billion views per day ‣ Every minute 35 hours of new video is uploaded © 2011 fiveseed, llc. All rights reserved.
- 20. TWITTER...REALLY?!? ‣ Older demographic ‣ Educated ‣ High earners, more affluent ‣ 60% non-U.S. users ‣ Early adopters, movers/shakers ‣ Grew 76% in 2010 ‣ Immediate and trackable! © 2011 fiveseed, llc. All rights reserved.
- 21. LINKEDIN ‣ 90 million users across 200 countries ‣ Discover communities, partners, and competitors (Hint: Search by...) ‣ Network with peers ‣ Establish credibility ‣ Carve out your niche © 2011 fiveseed, llc. All rights reserved.
- 22. LINKEDIN * Source: Vincenzo Cosenza, www.vincos.it © 2011 fiveseed, llc. All rights reserved.
- 23. IT’S ALL ABOUT FACEBOOK 500 Million 400 Million February July 2010 2010 * Source: Mashable, @mashable © 2011 fiveseed, llc. All rights reserved.
- 24. © 2011 fiveseed, llc. All rights reserved.
- 25. THE MOBILE REVOLUTION ‣ Critical mass ‣ 5.3 billion mobile subscribers (77%) ‣ “There are more than 200 million active users (40%) currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” ‣ Apps and gaming * Source: MobiThinking; Facebook, January 2011 © 2011 fiveseed, llc. All rights reserved.
- 26. THE MOBILE REVOLUTION ‣ Half billion using mobile to access the internet. Expected to double within 5 years as mobile overtakes the PC as the most popular way to get on the Web ‣ Over 85% of new handsets will be able to access the mobile Web ‣ Mobile search, reading news and sports information, downloading music and videos, and email and instant messages ‣ In the future? Money transfer; location-based services; m-health and m- payment will be key drivers ‣ “In the last twelve months, customers around the world have ordered more than US$1 billion of products from Amazon using a mobile device," – Jeff Bezos, founder and CEO of Amazon.com * Source: MobiThinking © 2011 fiveseed, llc. All rights reserved.
- 27. THE MOBILE REVOLUTION ‣ American Red Cross raised 7% (more than 32 million) of all funds benefiting the Haiti earthquake crisis via mobile ‣ Mobile integrates well with other media ‣ Urgency and intimacy ‣ Mobile allows for real-time broadcasts ‣ Show impact and engage volunteers and donors wherever they are © 2011 fiveseed, llc. All rights reserved.
- 28. THE MOBILE REVOLUTION © 2011 fiveseed, llc. All rights reserved.
- 29. THE MOBILE REVOLUTION © 2011 fiveseed, llc. All rights reserved.
- 30. BREAK 9:45 - 10:00 © 2011 fiveseed, llc. All rights reserved.
- 31. SERIOUSLY, IT’S ALL ABOUT FB ‣ Facebook tops Google in page views per month (570 billion) ‣ Facebook past Google in time spent ‣ Facebook is now the world’s largest photosharing site ‣ Trending behavior...search engine ‣ Open Graph... everything is “likeable” ‣ Average user has 130 friends and 60 connections to interests * Source: Cision/GSPM Media Survey 2010, comScore © 2011 fiveseed, llc. All rights reserved.
- 32. PROFILES ‣ FOR: Individuals only, per Facebook’s Terms of Service © 2011 fiveseed, llc. All rights reserved.
- 33. PAGES ‣ FOR: Individuals, such as authors or celebrities, or for non- human entities such as products, companies, organizations and campaigns © 2011 fiveseed, llc. All rights reserved.
- 34. PAGES ‣ Linked to your personal profile... ‣ Community vs. Official ‣ Page names cannot be changed after a certain point! © 2011 fiveseed, llc. All rights reserved.
- 35. CASE STUDIES: WWF ‣ What works? • Branded landing page • Top news algorithim • Video • Segmentation • Don’t automate using RSS • Use embedded links • Encourage tagging/mentions • Let the community respond • Mobile © 2011 fiveseed, llc. All rights reserved.
- 36. CASE STUDY: WWF © 2011 fiveseed, llc. All rights reserved.
- 37. CASE STUDY: WWF © 2011 fiveseed, llc. All rights reserved.
- 38. CASE STUDY: WWF © 2011 fiveseed, llc. All rights reserved.
- 39. CASE STUDY: WWF © 2011 fiveseed, llc. All rights reserved.
- 40. CASE STUDY: WWF © 2011 fiveseed, llc. All rights reserved.
- 41. CASE STUDY: 350.ORG ‣ What works? • Sign Up form • Platform integration • Local focus • Feedback • Wikipedia © 2011 fiveseed, llc. All rights reserved.
- 42. CASE STUDY: 350.ORG © 2011 fiveseed, llc. All rights reserved.
- 43. CASE STUDY: 350.ORG © 2011 fiveseed, llc. All rights reserved.
- 44. CASE STUDY: 350.ORG © 2011 fiveseed, llc. All rights reserved.
- 45. CASE STUDY: 350.ORG © 2011 fiveseed, llc. All rights reserved.
- 46. CASE STUDY: RED ‣ What works? • Sharability • Branded promotions • Polls • Store • Like related pages © 2011 fiveseed, llc. All rights reserved.
- 47. CASE STUDY: RED © 2011 fiveseed, llc. All rights reserved.
- 48. CASE STUDY: RED © 2011 fiveseed, llc. All rights reserved.
- 49. CASE STUDY: RED © 2011 fiveseed, llc. All rights reserved.
- 50. READY TO PUT IT INTO ACTION? © 2011 fiveseed, llc. All rights reserved.
- 51. SOCIAL MEDIA FRAMEWORK LEARN PRIORITIZE LISTEN OBJECTIVES ESTABLISH ENGAGE GOVERNANCE DEFINE REFINE STRATEGIES MEASURE © 2011 fiveseed, llc. All rights reserved.
- 52. S.M.A.R.T. OBJECTIVES ‣ Specific ‣ Measurable ‣ Actionable ‣ Realistic ‣ Time-Bound © 2011 fiveseed, llc. All rights reserved.
- 53. PLATFORM EVALUATION ‣ Step 1: Create a list of potential social media platforms ‣ Step 2: Evaluate based on SWOT ‣ Step 3: Rank by priority for implementation ‣ Step 4: Make a decision to implement ‣ Step 5: Set a launch date Level of Platform Priority Implement? Launch Date Engagement Example: Facebook High 1 Yes 4/1/11 © 2011 fiveseed, llc. All rights reserved.
- 54. PLATFORM EVALUATION ‣ SWOT STRENGTHS WEAKNESSES • Free • Time required to • High engagement maintain • User friendly • Investment needed to • High influence build awareness OPPORTUNITIES THREATS • Increase awareness • Complaints • Build communities • Security • Segmentation • Closed community • Capture personal • Internal policies stories © 2011 fiveseed, llc. All rights reserved.
- 55. STRATEGY BY PLATFORM ‣ Step 1: Identify priority platforms based on evaluation. ‣ Step 2: Outline a strategy by each platform. ‣ Step 3: Determine frequency of updating. ‣ Step 4: Determine metrics for measuring ROI. ‣ Step 5: Establish measurement tool. Priority Frequency Category Purpose Metric Tool Platforms Example: Daily Social Insights, •Number of posts •Hootsuite Facebook Network advocacy, •Number of active •Facebook word of contributors Page Insights mouth, trust •Number of page building likes © 2011 fiveseed, llc. All rights reserved.
- 56. SOCIAL MEDIA PLANNING ‣ Objective ‣ Target Audience ‣ Secondary Audience(s) ‣ Strategies ‣ Budgets ‣ Tactics © 2011 fiveseed, llc. All rights reserved.
- 57. CONTENT CALENDAR ‣ Serves as an editorial guide to focus key messages ‣ Establishes weekly themes ‣ Types of posts: 1. Informing 2. Promotional 3. Engagement © 2011 fiveseed, llc. All rights reserved.
- 58. MEASUREMENT LISTENING MEASURING ENGAGING ‣ Discovering ‣ Monitoring, ‣ Active real-time and analyzing, and dialogue, relevant tracking those tagging, and conversations conversations follow-up © 2011 fiveseed, llc. All rights reserved.
- 59. MEASUREMENT ‣ Shrink your link ‣ Monitoring tools © 2011 fiveseed, llc. All rights reserved.
- 60. MEASUREMENT ‣ Facebook Insights © 2011 fiveseed, llc. All rights reserved.
- 61. MEASUREMENT ‣ Hootsuite © 2011 fiveseed, llc. All rights reserved.
- 62. BREAK 11:15 - 11:30 © 2011 fiveseed, llc. All rights reserved.
- 63. BEST PRACTICES © 2010 fiveseed, llc. All rights reserved.
- 64. BEST PRACTICES ‣ Social sharing © 2011 fiveseed, llc. All rights reserved.
- 65. BEST PRACTICES ‣ Tagging and Hashtags © 2011 fiveseed, llc. All rights reserved.
- 66. BEST PRACTICES ‣ Launch the campaign around a “big moment” ‣ Use the “Rule of Thirds” * (1/3 Web + 1/3 One Way + 1/3 Social) = Total Online Marketing Resource ‣ Ongoing training and development of a social media policy * Source: Beth Kanter, @kanter © 2011 fiveseed, llc. All rights reserved.
- 67. BEST PRACTICES ‣ Social media policies • Define: What is meant by “social media” • Explain: Spell out any information that cannot be shared (proprietary or damaging information, libelous information, information with legal implications, etc) • Identify: Clearly identify the players who will be tasked with posting and monitoring on behalf of the organization • Record: Determine how/where logins and passwords will be stored • Beware: Policies that are too broad or micromanage © 2011 fiveseed, llc. All rights reserved.
- 68. BEST PRACTICES ‣ Blogging: For thought leadership and SEO ‣ Video: For testimonials and SEO ‣ Forums: For community feedback and collaboration ‣ Games, Quizzes, and Polls: For interactivity and fun ‣ People: For actual relationship building © 2011 fiveseed, llc. All rights reserved.
- 69. KEYS TO SUCCESS Do give them an experience! Don’t use social media as a stand alone strategy Do listen and observe first Don’t just post the same content on every channel Do integrate with offline communications Don’t use different usernames across platforms Do encourage feedback and sharing Don’t ignore the importance of training and policies Do identify and embrace influencers Don’t be timid - get out there! © 2011 fiveseed, llc. All rights reserved.
- 70. THANK YOU! © 2011 fiveseed, llc. All rights reserved.