Social Media 101: Why Is It Worth My Time? How Can I Get Started? (Good360)

Social Media 101: Getting Started

October 9, 2013 #Good360

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Our Speaker

Annie has spent her entire career focused on nonprofit marketing and communications. In the past ten years, she's worked for the Evangelical Lutheran Church in America, KaBOOM!, and now serves as the Director of Awesomeness for Small Act. Small Act empowers nonprofits and associations to nurture key relationships through its social media software, Thrive and Profile Builder. Founded in 2008 and based in McLean, Va., Small Act proudly helps The Nature Conservancy, Children's National Medical Center and over 150 other clients make the most of their social media investment.

Annie LynsenDirector of

Awesomeness Small Act

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Social Media 101by Annie Lynsen

Tweet about this presentation with the hashtag #good360

What are we going to cover?

Overview of social mediaPlatforms: Twitter and FacebookStrategy

Brand presence vs. campaignsEtiquetteMeasurementAnd a whole lotta case studies

Key takeawaysYou can’t afford to ignore social media.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for your business.Listen, be nice, and measure everything.

It’s not a communication change. It’s a cultural revolution.

It’s not a communication change. It’s a cultural revolution.

It’s not a communication change. It’s a cultural revolution.

Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

It’s not a communication change. It’s a cultural revolution.

Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

It’s not a communication change. It’s a cultural revolution.

Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

It’s not a communication change. It’s a cultural revolution.

Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

Facebook users have uploaded 250

BILLION photos since launch

It’s not a communication change. It’s a cultural revolution.

Total # of Facebook users: 1.15 BILLION

# who check it daily: 699 MILLION

Facebook users have uploaded 250

BILLION photos since launch

Traditional media vs.Social media

Traditional media vs.Social media

In what ways are nonprofits using social media?

Brand awarenessCustomer service channelWord-of-mouth campaignsBuilding relationships with their donors/members

How can social media be used (effectively) in marketing?Get around advertising fatigue & ineffectiveness“Humanize” the brand/give the brand personalityOffer better, on-the-spot customer service/responses to questionsFind donors/members where they spend the most time

PlatformsWhere can you do stuff?

Twitter

What is Twitter?Twitter is a website which lets you send and read messages called tweets. Tweets are text-based posts of up to 140 characters.Users “follow,” or subscribe, to various people’s tweets so they can read their updates.

Why bother?Twitter has plenty of time for your organization.Public tweets often end up at the top of Google searches.Do you want to create an account when times are good, or when a crisis hits?

General Twitter strategy: Relationship cultivationRelationships ➡ inspiration ➡ expanding your network.Provide value to the masses, but speak to individuals as individuals when you can.Bottom line: More supporters, more money.

What is Facebook?Facebook is the world's most popular social networking website.Users share “status updates,” pictures, videos, links, etc.The updates of your friends (and brands you follow) appear in your “News Feed.”

Why bother?Huge, highly-engaged audience (1.15 billion, 699 million check daily).User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests.Can drive tons of traffic to your website.Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn

General Facebook strategy: Daily, share-able posts

Post a few times a week.Share links your audience will find useful.Use photos a LOT.

General Facebook strategy: Daily, share-able posts

Post a few times a week.Share links your audience will find useful.Use photos a LOT.

General Facebook strategy: Daily, share-able posts

Post a few times a week.Share links your audience will find useful.Use photos a LOT.

General Facebook strategy: Daily, share-able posts

Post a few times a week.Share links your audience will find useful.Use photos a LOT.

Other places to consider sharing

Highly-visually-driven

PinterestInstagram

Location-basedFoursquare

SEO/traffic-buildingGoogle+Reddit

VideoYouTubeVimeoInstagram videoVine

StrategyGettin’ it done

Questions to ask before you do anything

What do we want to get out of this?Who is our audience? What stories resonate for our audience?What/who do we need in place to start?

How do you get started building a brand presence?

ListenEngageTestWash, rinse, repeat

Brand- building vs. campaigns

Brand-buildingFewer short-term but more long-term gainsEstablishes a “voice”Builds trust

CampaignsMostly short-term gains, possible long-term gainsQuick acquisition of followers & buzz

Think of it like “The Rocky Horror Picture Show”

Audience participation is key.

Think of it like “The Rocky Horror Picture Show”

Antici...pation works.

Think of it like “The Rocky Horror Picture Show”

Show your favorite obsession: Strive to be a thought leader.

Think of it like “The Rocky Horror Picture Show”

“Don’t dream it, be it!” Take risks!

Good brands (examples)

Good brands (examples)

Good brands (examples)

EtiquetteHumanize your profileBe personalContributeContent is king!

Rarely ask others for promotionDo promote other’s content (12:1 rule)Keep it relevant

MeasurementStart tracking, right from the start:

URL clicks (bit.ly)Interactions (retweets, comments, @’s, “likes”)Followers

MeasurementAnalyze:

What content are people responding to?What times/days am I getting the most traction?What conventions seem to get attention? (length of message, type of message, platforms, etc.)

Measurement

Then:Replicate your successAvoid repeating failuresContinue experimenting

Wrap up: Key takeaways

You can’t afford to ignore social media in your marketing efforts.Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective.Each network has its own strengths and strategies, and they may not all be right for you.Listen, be nice, and measure everything.

Happy question time

Thanks! Find me online:annie@smallact.com

smallact.com/bloggplus.to/smallact

@smallact