3 Advanced Non-Profit Social Media Best Practices - ACES International

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Advanced Social

Media Strategies

3 Approaches to improve how your organization uses social media.

By Mike Roberts

9.27.13

Twitter handle: @MrobertsOnline

About Me

Mike Roberts • Earned Media Strategist at

Covario

• Content / Social Media

strategist for Fortune 500

and 1000 brands, non-profits

and startups

• Digital trends video blogger

(AllegorieDesign.com)

• Frequent speaker

Twitter handle: @MrobertsOnline

Agenda

3 Takeaways • Drive business objectives

• Make useful content, not Ads

• Design your content to be shared

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Drive Business Objectives Everything you do on social media should be improving one of them.

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Drive Business Objectives

WHY IS THIS IMPORTANT? • How much is a ‘Like’ worth?

• How much time / resources should be spent on this?

• How much is this helping our organization?

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Drive Business Objectives

WHAT IS YOUR GOAL? • Awareness

• Message dissemination

• Research

• Increase donations

• Build a community

• This will drive the other objectives too

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Drive Business Objectives WHAT SHOULD I MEASURE? • Comments per post

• Likes per post

• Shares per post

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Make Useful Content, Not Ads People don’t share Ads; companies do.

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Ads VS. Content ADVERTISEMENTS • Directly tries to sell

something

• Pay to produce and to distribute the ad

• Only helps understand product features / benefits

• Interrupts people

• Run in campaigns with ending dates

CONTENT MARKETING • Doesn’t try to sell anything

directly

• Pay to produce, but gets distributed by average people

• Provides real value without a catch

• People seek this out

• Ongoing with no ending

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Ads VS. Content ADVERTISEMENTS CONTENT MARKETING

View this interactive stress quiz

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Entertaining Ads Aren’t Content

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Good Content Earns Trust

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92%

70%

58%

50%

40%

36%

36%

33%

33%

29%

0% 20% 40% 60% 80% 100%

Social Recommendations

Customer Reviews

Company Website

Emails Subscribed to

Search Ads

Online Video Ads

Social Network Ads

Online Banner Ads

Mobile Display Ads

Mobile Text Ads

Consumer Trust By Channel

Global avergae % of consumers that completely or somewhat trust messages Ads

Earned

People Don’t Trust Ads

Based on survey data from 28,000+ respondents in 56

countries.

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Content Conversion Funnel

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Don’t Just Target Donors

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Design Content to be Shared Use this framework to make highly

shareable content.

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The S.T.E.P.P.S. Framework

Social Currency We share things that make us look good

Triggers Top of mind, tip of tongue

Emotion When we care, we share

Public Built to show, built to grow

Practical Value News you can use

Stories Information travels under the guise of idle chatter

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Practical Implementation

5 Applications • Turn the unique ways your organization is changing the world

into content that can be used online.

• Allow the people/animals you impact to tell their stories by

creating digital content.

• Involve people who are passionate about your cause with fun

and engaging opportunities.

• Give your staff, volunteers and partners the freedom to

publish content that connects you to your supporters.

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Quick Recap

3 Takeaways • Determine how social media will help your organization meet

it’s business goals.

• Make content that real people would find valuable and

helpful rather than continually selling them on your

organization.

• Create smarter content by using the S.T.E.P.P.S framework to

increase its shareability.

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Questions? Thank you for your time.

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Appendix Additional Resources

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Additional Resources

Books I Recommend • Contagious by Jonah Berger

• Socialnomics by Eric Qualman

• Hierarchy of Contagiousness by Dan Zarella

• Purple Cow by Seth Godin

• The Science of Marketing by Dan Zarella

• Groundswell

• Utility by Jay Baer

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Additional Resources

BLOGS I RECOMMEND • Hubspot (General Inbound Marketing)

• Content Marketing Institute (Content Marketing)

• Occam’s Rasor (Analytics)

• Marketing Profs

• Mashable

• Read Write Web

• Fast Company (General industry news)

• McKinsey Quarterly

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Make Targeted Content/Posts

Develop content to target each slice of the

conversion funnel