marketing and social media - what's new in 2013 and 2014
DESCRIPTION
Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, content marketing, social media, email marketing, YouTube or video marketing, and how to marketing to Millenials.TRANSCRIPT
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
FacebookTwitter
#sm #marketing@leapagency
www.courier-journal.com
FacebookTwitter
#sm #Marketing@courierjournal
@kynonprofits
@christy_belden
@leapagency
@courierjournal
#sm
#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!