10/4/2010

Nice to “Tweet” You 102

Diving Deeper into Social Media

Presented by:
Springboard Marketing &
Nonprofit Leadership Center of Tampa Bay

Presenters:
Alisa Jenkins. President, Springboard Marketing
Sandra Higgins, Director of Social Media Programs

Follow Us:
©2010 Springboard Marketing & Communications Inc

Goals for Today

 Overview of social media marketing

 Advanced use of social platforms
‒ Technology/Tools
‒ Content
C t t St Strategies
t i
‒ Tips for streamlining work
 Trends to watch

But Before We Start …

 Introductions…

‒ Your Name/Organization
‒ Social platforms you are using
‒ Your experience with them

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Social Media Marketing Overview

Back To Basics

• What do you want to

Goals achieve?

• What
Wh t actions
ti will
ill
Strategy deliver these results?

• How will you measure

Results success?

Marketing Lifecycle

Getting Living
Noticed/ Getting Happily
Dating Married Ever After
(Awareness) (Acquisition) (Retention)

Social Media offers: Social Media offers: Social Media offers:

 Wide reach  Reinforcement  Visibility of an active brand
 New audiences  Reinforces decision to
 Trusted among users support your organization
 Offers channels to recognize
and thank supporters

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Popular Platforms for Nonprofits

Platform Good Matches

Blog Info rich: curriculum, events, articles, research, videos, etc.

Interested in building organic search performance
Want to establish expertise/become trusted advisor

Facebook Active volunteer base

Events/Headlines/Breaking news
Photo Sharing

Twitter Technically comfortable target audience(s)

Information rich/Active
Events/Headlines/Breaking news

YouTube Visual mission

Compelling video assets

LinkedIn Business-to-business
Funders/Community outreach/Volunteers

 135-million US users

‒ 55% Female
‒ 45% Male
‒ 18-34 is largest segment at 42%
‒ 35+ years old = fastest growing demographic
(which is also the demographic
most likely to donate online)

Source: quantcast.com 5/2010

Facebook
Profile

Facebook Facebook
Group Fan Page

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Default Facebook Fan Page

Creating a Custom Landing Page

Creating Customized Tabs

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Show Me The Money!

 Your fundraising strategy requires:

‒ A cause / issue people are passionate about
‒ A group of highly engaged fans
‒ An integrated fundraising campaign
‒ A benefit to the donor

Facebook Fundraising Applications

Causes Firstgiving
Overview Causes are created by Supporters act as
nonprofits and activists for a chosen
supporters. Supporters cause and create a
can request friends to fundraising goal for a
donate on their behalf beneficiary (nonprofit)
(Bi thd
(Birthday Wi
Wish)
h)
Pros Free, easy to set up Free, easy to set up

Cons Transaction fee Transaction fee,

supporter needs to create
a Firstgiving page &
recruit
Best for Quick awareness Supporter-based
building fundraising

Content to Engage/Build Fans

 Maintain fresh, relevant content

 Say thank you
 Share event photos/videos
 Ask for input
 Have fun
 Advocate
 Ask for exposure

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Measuring Results
Facebook Insights

 Available to Facebook
Fan Page admins
 Provides metrics on
‒ Fan engagement
‒ Demographics of fans
‒ Fan growth
‒ Perceived post quality

 54.5-million US users

‒ 55% Female
‒ 45% Male
‒ 18-34 is largest segment
‒ 35-49 is second largest segment

Source: quantcast.com 5/2010

Twitter in a Nutshell

You

Your followers

Their followers

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Customized Twitter Page

The “New” Twitter

Using Twitter Lists

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Sample Twitter List

Twitter Hashtags

Content to Engage/Build Followers

 Follow
 Retweet (with acknowledgement)
 Reply
 Tweet blog posts
posts, photos and video
 Start a conversation
 Create polls (www.twitter.polldaddy.com)
 #FollowFriday
 Ask

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Measuring Twitter…

To Blog or Not to Blog…

Building Blog Readership: Technology

 Reciprocal linking strategy

 Add a live feed to your website
 Automate blog content sharing with other platforms
 Use strategic titles for posts/keywords in content

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Building Blog Readership: Content

 Follow active bloggers who cover topics

related to your organization
 Promote posts by these bloggers and leave
comments on their blogs
g
 Don’t avoid controversy
 Have a voice
 Respond to readers who leave comments
 Use photos, videos, audio files, checklists, etc.

Streamline Content Development

 Develop ‘Top Ten Lists’

 Share headlines and link to the full stories

 Report from events
 Share
Sh learnings/trends
l i / d
 Collect opinions
 Track questions from clients and the community

 Subscribe to other blogs that may be a source

for story ideas

Measuring Blog Performance

 Links/Mentions
 Subscribers
 Comments
 Google
G l analytics
l i ((traffic
ffi to/from
/f blog)
bl )

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Tracking Reputation Online

 SocialMention.com

 Google Alerts (www.google.com/alerts)

 BlogPulse.com
Bl P l

 BoardReader.com

YouTube

 110-million US users

‒ 50% Female
‒ 50% Male
‒ 13-17 is largest segment
‒ 18-34 is second largest segment

Source: quantcast.com 8/2010

YouTube Nonprofit Program

a way to make it even easier for people to
find watch and engage with nonprofit video
find,
content on the site.

•Educate
•Raise Awareness
•Tell Your Story

www.youtube.com/nonprofits

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YouTube Nonprofit Program Example

Measuring YouTube

 Number of downloads

 Number of views

 Rating
R ti off content
t t

 Number of comments

 Website clickthroughs

Managing Your Time

“Social media is not a waste a time,

but there are ways to waste your time
time.”
Beth Kanter
BethKanter.org

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HootSuite

TweetDeck

Ping.fm

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New and Upcoming Trends

 1.8-million users in US

‒ 63% Female
‒ 37% Male
‒ 35-49 is largest segment at 36%
‒ 35+ years old = demographic most likely to donate
online

Source: quantcast.com 7/2010

 The #1 reason why you need to add

your nonprofit to Foursquare

‒ Someone else will do it for you

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10 types of nonprofits that should be on

Foursquare
1. Museums and art galleries
2 Libraries
2.
3. Performing arts centers and theaters
4. Zoos, aquariums and animal shelters
5. Food banks and homeless shelters
6. Health clinics, hospitals and gyms
7. Outdoor recreation areas
8. Schools and universities
9. Religious institutions
10.Corporate accountability organizations (Greenpeace, PETA, etc.)

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Smartphones

Smartphones

 Did you know?

‒ By the end of 2009 there were 4.6-billion mobile

cellular subscriptions globally
‒ In the US and Europe virtually all phones sold will be
smartphones within 5 years
‒ By 2013 mobile phones will overtake PCs as the most
common Web access device worldwide

Source: Gartner Research 1/2010

Smartphones

 2 more reasons why you should care.

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Smartphones
 QR Code (Quick Response)

‒ Bar codes containing details

of a web address, which can
be read by your mobile
phone

‒ TO READ A QR CODE:
www.get.neoreader.com

‒ To CREATE A QR CODE
‒ www.qrcode.kaywa.com

Questions?
 Additional resources online:
www.delicious.com/SpringboardMktg

 Contact Us:
Phone: 727-524-9696
Ph 727 524 9696 Web:
W b Springboarding.com
S i b di
email: nfo@Springboarding.com (note “ing”)

 Contact NLCTB:
Nonprofit Leadership Center of Tampa Bay
Phone: 813-287-8779 Web: www.nlctb.org
email: info@nlctb.org

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