Social Media for Social Good 2015

Mission Resource AllianceOrlando, Florida

February 25-26, 2015

Amy Neumannhttp://goodplustech.com

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Social Media 2015

• What is the current social media landscape?

• Why does social media matter for business?

• Who, what, when, where, why and how:

• What content makes sense?– Facebook– Twitter– Pinterest– Google Plus– YouTube– Other Sites and Resources

http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/

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What is the Current Social Media Landscape?3

“Social Media”Social media = people.

It’s the same thing humans have done since the dawn of time – connecting.

Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.

People tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow.

How does your strategy fit into the humanness of marketing?

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[Make People Feel Like They Do Watching This.]

https://www.youtube.com/watch?v=RP4abiHdQpc

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Highlights -2014 Social Media Users

• Facebook: 1.19 BILLION (800 mm mobile)

• YouTube: 1 Billion+

• Twitter: 560 million +

• Google Plus: 400 million +

• LinkedIn: 240 million +

• Instagram ( 150 mm; owned by Facebook)

• Pinterest (70 mm)

• 6 BILLION+ mobile devices globally

http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243

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Visibility & Connectivity at All Times

We “Share This”

We talk about what we like (or don’t like)

We are mobile An easy, mobile-friendly site

experience is critical (think Responsive Design)

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(Apparently, we also bump into things quite a bit.)9

Time Spent on Social Media…http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/

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Pew Internet Stats

http://www.pewresearch.org/

http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

http://www.pewinternet.org/2014/01/16/tablet-and-e-reader-ownership/

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People You and Your Organization

• What do they see?

• Is your expertise, experience, and credibility showing?

• Social Media helps make sure it is.

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Social Media Landscape Right Now

• Social media is the new “Word of Mouth”

• Things are discovered, reviewed, shared and recommended in real time

• Credibility is developed by being visible as an expert

• Familiarity and trust are created through ongoing interaction, in many places, many ways

• Customer service is greatly enhanced by the ability to immediately interact and connect

• Nonprofits are expected to be on social media and to present unique, exclusive content

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Social Media Increases “Serendipity” and Control of Brand

“If you want more luck, take more chances.

Be more active. Show up more often.” ~ Brian Tracy

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Conversational (Social) and Other-Focused

• Remember the “social” piece – the more interactive, the more results

• Try to keep the conversation 80-90% about what interests THEM and only 10-20% about your organization

• Sharing content that is relevant, helpful and useful to people who might donate, advocate or volunteer with you will drive connections

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Content Marketing Defined: 18

* Source – 2014 B2B Content Marketing Trends, North America

82% - Brand Awareness

74% - Lead Generation

71% - Customer Acq.

68% - Thought Leadership

64% - Engagement

57% - Website Traffic

57% - Retention/Loyalty

47% - Lead Nurturing/Sales

Content Marketing Goals19

10 Questions to Ask: Social Media Strategy1. What’s our main goal behind social media?

2. Who should set up, maintain our social media?

3. Should we be on all the big social media platforms?

4. Which social media is best for my organization?

5. How often should we do updates?

6. What type of content should we post on each network?

7. Should we use social media for customer service?

8. How can we convert social media followers into advocates?

9. How can we measure effectiveness/success?

10. What are the biggest mistakes to avoid?

Adapted from http://www.entrepreneur.com/article/228324

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It’s Art + Science21

It’s No Longer About a “Bigger Piece of the Pie…” Expanding Your Reach Makes the Whole Pie Bigger

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http://bonkersycarax.blogspot.com/2014/09/peach-plum-pie.html

To Help with Planning:

Who do you want to reach?What do you want them to know?

What do you want them to do?

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Brainstorming Activity 1: Content Update Ideas

•Share what you find interesting, including from industry-specific sites

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Activity: Creating Great Content Ideas Evergreen

Infographics

Lists

Quotes

Community

How To’s/ Hacks

Topical/Trendy

News

Entertaining/Inspiring

Educational

About Us/Promotional/Testimonials

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Break for Lunch26

Facebook: It’s Personal (& Entertainment)

• Entertainment focus

• Photos increase engagement by 84%+

• Appeal broadly to human interests

• Contests and promotions do well*

• Updates do not need to be about your organization

• Show your personality

*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php

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http://wersm.com/10-tips-to-write-engaging-facebook-posts/

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http://wersm.com/10-tips-to-write-engaging-facebook-posts/

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http://wersm.com/10-tips-to-write-engaging-facebook-posts/

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http://wersm.com/10-tips-to-write-engaging-facebook-posts/

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http://wersm.com/10-tips-to-write-engaging-facebook-posts/

Charity: Water: http://facebook.com/charitywater

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Twitter: @Claire’s Definition of “Tweet”

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It’s Easy to Start

http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

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Twitter: Proactively Find Advocates

[ https://twitter.com/search-advanced]

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http://topnonprofits.com/lists/top-nonprofits-on-twitter/

Pinterest

“Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/

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http://blog.hubspot.com/marketing/10-nonprofits-nailing-pinterest-marketing-list

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YouTube (Owned by Google):

http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

YouTube is the world’s largest Search Engine behind Google

Get Campaigns, Events, Testimonials, and Educational Messages in Front of Advocates/ Donors/ Volunteers

You Tube offers additional perks tailored to nonprofit needs, such as:

1.Donate button – users/viewers can donate right from the video. Great for fundraising!2.Call- to-Action Overlays – quick and easy links back to your website3.Live streaming4.Video annotations

http://thirdsectortoday.com/2014/04/10/how-to-use-youtube-to-tell-your-nonprofits-story/

Time Spent Watching Videos…http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746

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Blendtec Example – Getting Creative with Less-Creative Topicshttp://www.youtube.com/user/Blendtec

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Nature Conservancy https://www.youtube.com/user/natureconservancy

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Why Use LinkedIn?

74% of businesses research potential clients and job candidates

42%have built new relationships with individuals who may become customers

41% have increased their branding and marketing presence in their market

26% have generated identifiable business opportunities

Source: Power-Formula 2014 LinkedIn User Survey

LinkedIn: Brilliant for Networking• Connect with local influencers,

advocates, volunteers

• Be discoverable

• Keep your profile updated:– Professional photo– Current title and organization– Succinct Summary including keywords– Complete history allows for faster

networking

– Add causes and volunteer work

– Join relevant Groups and interact

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Personal Profile

http://blog.linkedin.com/2014/07/01/creating-a-killer-linkedin-profile-tips-from-link-humans/

Instagram: Younger Demographic, Owned by Facebook, Photo Based

http://holykaw.alltop.com/instagram-facts-and-stats-infographic

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Google PlusJump in now!

500 million people have joined Popular in technology Increasingly important from a local, social signal,

and (SEO) search perspective . G+ already affects SEO – especially locally – in a

major wayClaim your Google Plus (formerly Google

Places) Page http://www.google.com/+/business/get-started.html

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52Union Rescue Mission, Los Angeles http://URM.org

Metrics and Measuring

Use a platform like Hootsuite (or Buffer App, Sprout Social, Engagor, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links

Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built in: ow.ly, or try bit.ly or similar) – these track clicks on links so you can determine which articles perform best

Monitor keywords like business name, products, and #hashtags in your industry

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Tools

http://hootsuite.com

http://bufferapp.com

Social Media Planning Tools: http://blog.hootsuite.com/social-media-templates/

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Brainstorming Activity 2: Planning

Content Grouping Ideas

Mapping Content by Platform

Planning/ Scheduling– Timing and Frequency

Planning – Annual Media Flight Plan by Events

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Summary• A majority of Americans use Social Media

• SM can proactively leverage great content to

create a new stream of potential advocates, volunteers, and donors

• Top SM sites to grow and maintain relationships and clients are:– Twitter– Facebook – LinkedIn – YouTube– Google Plus– Pinterest– Instagram

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Questions?This presentation can be downloaded at http://slideshare.net/amyneumann

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Recommended Resources• http://www.socialmediaexaminer.com

• http://socialmediatoday.com/

• http://mashable.com

• http://techcrunch.com

• http://www.reelseo.com/

• http://www.socialbrite.org/sharing-center/tutorials/

• http://mashable.com/guidebook/twitter/

• http://help.linkedin.com/app/answers/detail/a_id/530

• http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm

• http://support.google.com/plus/?hl=en

• https://business.twitter.com/success-stories

• https://www.facebook.com/business/success

• http://business.pinterest.com/success-stories/

• http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/

• https://business.twitter.com/success-stories

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Amy Neumann

• Passionate fan of all things tech and media for 21+ years with companies like Yahoo! and AT&T. Currently delighted to be Director of Audience Targeting, Social Media, and Content Marketing at at Northeast Ohio Media Group (NEOMG) helping businesses reach the right people, the right way, with the right message, at the right time.

• Often writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications

• Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011

• Let’s connect! Just Google me ;)

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