marketing and social media - what's new in 2013 and 2014

Marketing & Social Media – What’s New?presented for Kentucky Nonprofit Leadership ForumOctober 23, 2013

VP, Media + Marketing with LEAP

12 years of experience in marketing, both traditional and digital

MBA from University of Louisville

Adjunct Professor at Spalding University

Speak and present on a numerous digital marketing topics

@christy_belden

www.linkedin.com/in/christybelden

www.christybelden.com

www.leapagency.com

www.leapagency.com/blog

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www.courier-journal.com

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@kynonprofits

@christy_belden

@leapagency

@courierjournal

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Agenda

• Marketing Today and Beyond• Inbound Marketing vs. Outbound/Outbound Marketing• Channels

• Content• Social Media • Email• Events/Guerrilla Marketing• YouTube

• Millenials• Takeaways• Resources

Marketing Today and

Beyond

Source: Avectra

Source: M+R and NTEN

Source: Waggener Edstrom

Source: Waggener Edstrom

Source: Waggener Edstrom

Source: Waggener Edstrom

Source: 2013 eNonprofit Benchmark

Inbound vs. Outbound/Int

erruption

Source: http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing

Channels

Data and Analytics

Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/

Tips

• Start small

• Try to connect donors, volunteers, participants to email, donations, social media

• Segment groups and provide unique opportunities for each group

Content Marketing

Source: Google Trends

Google Trends for “Content Marketing”

Source: NewsVend

Source: NewsVend

Source: PRDaily

46% of Millenials have read a blog post on a nonprofit’s site

Source: Hubspot, 2013 Millennial Impact Report

Source: NewsVend

Mechanisms for Content Distribution

Example: WWF - blog

Example: ASPCA - blog

Example: Amnesty International - Infographic

Tips

• Start!

• Create editorial calendars when content will be launched

• Distribute content

• Think outside of text

• Recruit guest bloggers

• Tell the stories

• Thanks volunteers

• Evergreen

Social Media

Source: MDG Advertising

Source: Artez

Source: M+R and NTEN

Source: MDG Advertising

Source: Waggener Edstrom

Source: Mashable

Source: LEAP

Nonprofit Hashtags

#video4change#socimpact#dogood#nonprofits#volunteer#activism#charity#donate#socialgood#causes#fundraising#philanthropy#advocacy

Examples: It Gets Better Project on Google+

Examples: American Red Cross on Pinterest

Tips

• Must have a detailed social media strategy

• Have a person, or a team, devoted to social media – This is not an intern

• Executive management needs to make social media a priority – Both personally and professionally

• Start budgeting for social media advertising

• Think outside Facebook

• Use hashtags

Email

Source: 2013 eNonprofit Benchmarks Study

Source: 2013 eNonprofit Benchmarks Study

Example - KIVA

Tips

• Frequent, consistent communication

• Think multimedia content

• Customize the content with personal information

• Drive the user to action

YouTube

Source: Waggener Edstrom

http://www.youtube.com/watch?v=XYf82F3CHYo&list=PLNefYveISOJnZygggcNPuGvCtY_Zx-Bvj

Example: Water is Life

Tips

• Use video to explain complex issues

• Feature the stories

• Have a call to action at the end

• Think of it as an investment

Events/Guerilla

Marketing

Source: http://blog.techimpact.org/5-technology-stats-from-over-500-nonprofit-executives/

Example: World Blood Donor Day 2013

http://www.youtube.com/watch?v=8JYUXnesH8M

Tips

• Think outside of the box

• Leverage social media

Crowdfunding

Source: Mashable

Millennials

Stats for Nonprofits and Millennials

• Nearly half of respondents follow 1-5 organizations on social media, while three-quarters of them Like, retweet or share social content

• More than 60% of respondents said they liked when nonprofits shared stories about successful projects or the people they help.

• Roughly two-thirds of respondents stated they receive email or e-newsletters from 1-5 different nonprofits

• As a result of an email request, 52% signed a petition or pledge and donated, while 49% shared or forwarded news or updates

• 51% of Millenials have visited a nonprofit’s website and connected with them on social media

• 83% of respondents said they own smartphones, with 80% of this group noting they prefer nonprofits to have a mobile-friendly website.

Source: Hubspot, 2013 Millennial Impact Report

Takeaways

Takeaways

• Be Everywhere

• Make your messaging relatable, relevant, sharable

• Your website is your home

• Mobile, mobile, mobile

• 80/20 rule when posting on social media

• Create

• Be Authentic

Resources

Resources - Books

Youtility – Jay Baer

The New Rules of Marketing & PR – David Meerman Scott

The Art of SEO – Eric Enge, Stephen Spencer, Rand Fishkin

Resources - Blogs

• Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com

• Social Brite – www.socialbrite.org

• 2013 eNonprofit Benchmarks Study – www.e-benchmarksstudy.com

Resources – Hashtags

Twitter Chats & Resources#nptalk#ynpchat#smnpchat#npmc#npcons#nptech#14NTC

Questions?

Thank You!