building communities: increasing online engagement and awareness
TRANSCRIPT
Building Communities: Increasing Online Engagement and Awareness
For the Canadian Association for Community Living
March 10th, 2015
We make technology more affordable through the Technology Donations Program
Register your charity, nonprofit or library to see which products you’re eligible for: www.TechSoupCanada.ca/Getting_Started
We create and curate tech resources
facebook.com/techsoupcanada
techsoupcanada.ca/blog
meetup.com/toronto-net-tuesday
@techsoupcanada
We are part of a global network
60+ countries served worldwide
$3.9+ billion worth of technology donated
600K+ nonprofits reached
Your moderators and speakers for today are:
Moderator: Neil Wiernik
• Online Community and Communications Manager at Canadian Association for Community Living
• Answer questions related to: incorporating social media in your programs
Speaker: Joyce Hsu
• Communications Lead at TechSoup Canada
• Keep in touch: @fuuyin
Moderator: Yumi Hotta
• Communications Coordinator at TechSoup Canada
• Answer questions related to: TechSoup Canada & nonprofit technology
Webinar Logistics
1. Close/expand GoToWebinar panel
2. Submit a question/comment via Chat
3. View and select your audio
You can hear us, but we can’t hear you!Can’t hear? Try turning up your volume or call in
Have a question? Use the Q&A box
Recording & slides will be available post-webinar
Please fill in the post-webinar survey!
1 3
2
Today’s agenda
Understanding Social MediaWhy is this important?Social media channels (pro’s & con’s)
Social media best practicesInspiring examples from your peersKeys to success
How you can get startedCreating sustainable, social media
strategiesTools & resources
Donors start their research online
75%of donors use
online resources to look for information
39%
41%
51%
54%
71%
74%
87%
3rd party evaluator websites
Newspaper websites
Video sharing website
Email from nonprofit
Social networking site
Nonprofit website
Search Engines
Source: Google Think Insights “Non-Profit Path to Donation”
Why are you using social media?
Does it align with or extend your
mission?
What are you achieving on social media that you can’t achieve elsewhere?
Why did you choose X channel
over Y?
Your social media efforts should not be a product of peer pressure. Ask yourself a few guiding questions:
Social media strengths
While there have been successful fundraising campaigns on social media, this is rare. In our experience and research, social media is best for:
EducationRaising awareness Engagement
Which channel should you use?
Education?Raising awareness? Engagement?
Consider the advantages and disadvantages, choose what’s most relevant for you and plan to spend 2 hours/week per channel.
The big two
Channel:
Unique monthly visitors 900 MIL 310 MIL
Largest demographic
Women, age 18-49 (Canadians are the most active users)
Women, age 18-49
General guidelinesPrioritize sharing photos
& images over linksKeep your own content &
services to a minimum
Good for: Sharing content, engagementOutreach, raising awareness
of your cause, sharing content
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com
Runner-ups
Channel:
Unique monthly visitors 255 MIL 1 BIL 250 MIL
Largest demographic Men, age 30-64 Men, age 18-34
Women, age 26-35
General guidelines
Post jobs and events to increase
your SEO
Favour short videos
Repin & follow like-minded
profiles
Good for:Sharing content,
job postingsEducation, raising
awarenessEngagement,merchandise
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com
Other active, social media channels
Channel:
Unique monthly visitors
170 MIL 120 MIL 110 MIL 100 MIL 60 MIL
Largest demographic
Men, age 18-29
Men, age 28-50
Balanced,age 18-29
Women, age 18-49
Women, age25-54
General guidelines Be authenticPrioritize
photos over links
Keep posts short (one
content at a time)
Share at least one
image daily
Invest in good design
Good for:
Engagement (known for
AMAs)
Sharingcontent,
engagement
Sharing content,
engagement
Sharing content,
engagement
Sharing content,
education
Updated as of Feb 2015. Sources: ebizmba.com, expandedramblings.com, ignitesocialmedia.com
Social media & privacy
Know what you’re agreeing to: Social media platforms change privacy settings from time to time
Canadian Anti-Spam Legislation (CASL): Applies to social media networks as well
Data is stored on the cloud: Understand cloud privacy, security and how it affects Canadian nonprofits
Not so private: Even if you delete or take back a message on social media, it will be on the Internet in one form or another
1. Engaging cover photo
2. Profile picture easily recognizable by potential fans
3. Short & sweet bio with link to website
Ideal posts are 40 – 80 characters
Use native scheduling tool
Prioritize photos over links (& use optimal sizes)
Individuals: Weekends, 12-7pm
Organizations: Weekdays, 1-4pm
3
1
2
1. Visual & engaging cover photo (with optimal size)
2. Recognizable profile picture
3. Branded Twitter handle, >160 character bio with URL (& #hashtag to increase searchability)
Ideal tweets are 100 characters
Max. two #hashtags
80/20 content rule
Individuals: Midweek & weekends, noon & 6pm
Organizations: Weekdays, 1-3pm
3
1
2
1. Recognizable profile picture
2. Include a cover photo
3. Short & sweet bio with links
4. Have every employee, Board member or volunteer on LinkedIn reference you –increase your reach
Engage in groups (& be genuine!)
Post jobs & events to increase your SEO
Share valuable content (including offers)
Tuesday-Thursday, 7-9am & 5-6pm
3
1
2
4
YouTube
1. Recognizable profile picture
2. Upload a channel banner
3. Connect your channel to other social media sites
Use compelling titles. Arrange keywords first and the branding last
Select an impactful trailer video to feature on your channel
Create a playlist of at least 4 videos & add it to your channel
Sign up for Google for Nonprofits; enables external annotation links and call-to-actions
3
1
2
1. Have a compelling cover photo
2. Recognizable profile picture
3. Short & sweet bio with links
Share at least one image daily
Use Instagram to report live from events & conferences
Add hashtags to captions and like photos of others
Tuesday-Thursday, 7-9am & 5-6pm
3
1
2
How to get followers and engagement?
It’s not all about you. Share other people’s
content and participate in discussions
Be timely with your responses & be approachable
TIP: Lack time? Focus on one channel and deliver consistent content. Be the go-to-resource!
Focus on stories and engaging
your supporters
[CASE STUDY] Scope’s AMA on Reddit
Scope hosted an Ask Me Anything (AMA) on Reddit to shine light on the awkwardness that many people feel about disability.
I'm Alex Brooker, probably the 10th most famous disabled person in the UK, ask me anything!
** Update ** Thanks for all your great questions, that's all the time we've got. You can carry on the conversation over on Twitter: https://twitter.com/alex_brooker/ and find out more about the Scope campaign:http://www.scope.org.uk/awkwardHi, I'm a presenter and comedian from The Last Leg on Channel 4.I was born with hand and arm disabilities, and I've also got a prosthetic leg. I first appeared on TV in 2012, and at the Paralympics Opening Ceremony I interviewed Boris Johnson and the Prime Minister in front of a TV audience of 11 million people.Proof: https://twitter.com/alex_brooker/status/464361715069886464I'm currently fronting a campaign by Scope using comedy to shine a light on the awkwardness that many people feel about disability, as over two-thirds of the British public admit that they feel uncomfortable talking to disabled people:http://www.scope.org.uk/awkward http://metro.co.uk/2014/05/08/two-thirds-of-britons-are-uncomfortable-around-disabled-people-its-time-to-end-the-awkward-4720862/
Ask me anything!
Start with a social media strategy
What is your goal on social media? How does your goal tie into your mission? What channels will your organization use and who is responsible for managing them?
Resource:bloomerang.co/resources/downloadables/social-media-strategy-template/
Create a social media policy
What is your brand persona/how will you portray your organization online? How do you respond to your supporters (positive and negative mentions)?
Resource:idealware.org/reports/nonprofit-social-media-policy-workbook
Set a schedule
How often are you going to tweet, post, pin etc.? When are you going to post them (time & days)? What tool are you going to use to monitor your schedule?
Social media management tools:techsoupcanada.ca/community/blog/jane-vs-tierney-social-media-management-tool-intro
Measure and evaluate
Exposure Engagement Conversion
You need to know if your strategies are working (or not!) and adjust accordingly. Social media stats will also help with leadership buy-in and program reports.
Example metrics:fenton.com/resources/see-say-feel-do
SEESAYFEEL
DO
Example metrics in action
SEEFB page likes & reachTW followersRSS or email subscriptionsYoutube viewsBit.ly clicks
SAYFB post likes & sharesRetweetsEmail forwardsRepins & board followers
FEELFB shares with messageRetweet with messageCommentsOnline mentions
DODonationsAdvocacy actionsEvent attendanceMembershipVolunteerism
Source: fenton.com/resources/see-say-feel-do
Measurement and evaluation tools
There are lots of free & low cost tools. Use them only if they measure the metrics you want.
Free tools:cyfe.com, bitly.com, mention.com