3 advanced non-profit social media best practices - aces international
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Twitter handle: @MrobertsOnline
Advanced Social
Media Strategies
3 Approaches to improve how your organization uses social media.
By Mike Roberts
9.27.13
Twitter handle: @MrobertsOnline
About Me
Mike Roberts • Earned Media Strategist at
Covario
• Content / Social Media
strategist for Fortune 500
and 1000 brands, non-profits
and startups
• Digital trends video blogger
(AllegorieDesign.com)
• Frequent speaker
Twitter handle: @MrobertsOnline
Agenda
3 Takeaways • Drive business objectives
• Make useful content, not Ads
• Design your content to be shared
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Drive Business Objectives Everything you do on social media should be improving one of them.
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Drive Business Objectives
WHY IS THIS IMPORTANT? • How much is a ‘Like’ worth?
• How much time / resources should be spent on this?
• How much is this helping our organization?
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Drive Business Objectives
WHAT IS YOUR GOAL? • Awareness
• Message dissemination
• Research
• Increase donations
• Build a community
• This will drive the other objectives too
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Drive Business Objectives WHAT SHOULD I MEASURE? • Comments per post
• Likes per post
• Shares per post
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Make Useful Content, Not Ads People don’t share Ads; companies do.
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Ads VS. Content ADVERTISEMENTS • Directly tries to sell
something
• Pay to produce and to distribute the ad
• Only helps understand product features / benefits
• Interrupts people
• Run in campaigns with ending dates
CONTENT MARKETING • Doesn’t try to sell anything
directly
• Pay to produce, but gets distributed by average people
• Provides real value without a catch
• People seek this out
• Ongoing with no ending
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Ads VS. Content ADVERTISEMENTS CONTENT MARKETING
View this interactive stress quiz
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Entertaining Ads Aren’t Content
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Good Content Earns Trust
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92%
70%
58%
50%
40%
36%
36%
33%
33%
29%
0% 20% 40% 60% 80% 100%
Social Recommendations
Customer Reviews
Company Website
Emails Subscribed to
Search Ads
Online Video Ads
Social Network Ads
Online Banner Ads
Mobile Display Ads
Mobile Text Ads
Consumer Trust By Channel
Global avergae % of consumers that completely or somewhat trust messages Ads
Earned
People Don’t Trust Ads
Based on survey data from 28,000+ respondents in 56
countries.
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Content Conversion Funnel
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Don’t Just Target Donors
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Design Content to be Shared Use this framework to make highly
shareable content.
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Twitter handle: @MrobertsOnline
The S.T.E.P.P.S. Framework
Social Currency We share things that make us look good
Triggers Top of mind, tip of tongue
Emotion When we care, we share
Public Built to show, built to grow
Practical Value News you can use
Stories Information travels under the guise of idle chatter
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Practical Implementation
5 Applications • Turn the unique ways your organization is changing the world
into content that can be used online.
• Allow the people/animals you impact to tell their stories by
creating digital content.
• Involve people who are passionate about your cause with fun
and engaging opportunities.
• Give your staff, volunteers and partners the freedom to
publish content that connects you to your supporters.
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Quick Recap
3 Takeaways • Determine how social media will help your organization meet
it’s business goals.
• Make content that real people would find valuable and
helpful rather than continually selling them on your
organization.
• Create smarter content by using the S.T.E.P.P.S framework to
increase its shareability.
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Questions? Thank you for your time.
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Appendix Additional Resources
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Additional Resources
Books I Recommend • Contagious by Jonah Berger
• Socialnomics by Eric Qualman
• Hierarchy of Contagiousness by Dan Zarella
• Purple Cow by Seth Godin
• The Science of Marketing by Dan Zarella
• Groundswell
• Utility by Jay Baer
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Additional Resources
BLOGS I RECOMMEND • Hubspot (General Inbound Marketing)
• Content Marketing Institute (Content Marketing)
• Occam’s Rasor (Analytics)
• Marketing Profs
• Mashable
• Read Write Web
• Fast Company (General industry news)
• McKinsey Quarterly
Twitter handle: @MrobertsOnline
Make Targeted Content/Posts
Develop content to target each slice of the
conversion funnel
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