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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#sm #marketing@leapagency
www.courier-journal.com
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#sm #Marketing@courierjournal
@kynonprofits
@christy_belden
@leapagency
@courierjournal
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#marketing
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
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!
