Taking the toolkit to social media

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TELLINGSOCIAL MEDIA STRATEGIESfor Pick. Click. Give. organizations

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But first, an obligatory cute pic.

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TELLINGVIDEO DADS are Travis Gilmour and

Slavik Boyechko.

We make short, inspirational videos for organizations to tell their stories

on the web / social media.

WHO ARE WE?

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Before Video Dads...

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Before Indie Alaska...

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YOUR NONPROFIT SHOULD BE ON SOCIAL MEDIA.

BUT WHAT DO WE SHARE?WHAT IS THE ACTUAL CONTENT?

You hear it in every presentation like this:

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IF YOU ONLY TAKE AWAY ONE THING...

THE KEY TO SOCIAL MEDIA MARKETING IS:

GIVE, SHARE, INTERACT, HAVE FUN PROMOTE OTHERS.

**ONLY OCCASIONALLY PROMOTE YOURSELF**

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The most successful companies in the world do not use social media to sell or

promote anything.

Reddit, one of the biggest web sharing platforms for millenials, BANS users who

promote themselves.

So what do big businesses do online?

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STORYTELLING, PEOPLE, PHOTOS, FUN, TIPS.

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STORYTELLING, PEOPLE, PHOTOS, FUN, TIPS.

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GIVE, SHARE, INTERACT, PROMOTE OTHERS.

...THEN ONCE IN A WHILE, ASK THEIR WEB COMMUNITY FOR SOMETHING BACK.

“LEFT JAB, LEFT JAB, RIGHT HOOK.”

Big companies have social media staff who “play online” all day, making fun graphics, sharing cat pics, building a fan base.

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What do nonprofits do on social media?

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For profit businesses depend on products and services, but use their social media real estate for telling their people’s stories, asking for customer stories, sharing photos, being light hearted...

...essentially being OF the web, giving web audiences what they want, not pushing for customer sales.

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Nonprofits depend on people and very per-sonal missions and stories, but use their social media to ask for donations, volunteers, votes, ask for others precious web time, use serious tones, mostly link back to org website.

...for profit businesses would kill for our stories and missions, but we’re squandering it by ask-ing rather than giving.

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A Case Study:

Public Broadcasting gives (“left jab”) pro-gramming for most of the year, and then asks (“right hook”) occasionally during pledge drives, events, appeal letters.

For Pick.Click.Give., KSKA airs info spots on “how you can give to Alaska orgs during PCG” a bunch of times, and then “...consider KSKA for PCG” occasionally.

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On TV and radio, it’s a good ratio of giving to asking. It’s worked for a long time.

On the web, however, it’s mostly been asks. “Call this number to donate”“Don’t forget to PCG to us”“Watch this program tonight”“Buy tickets for our event”

.....this doesn’t fly in social media world.

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In 2011, joined Facebook (in 2011!!)

-Started to post lots of tangential things that REMIND people that there’s a pledge drive, and stats, but not asks.

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An example of a social media weekly strategy:

Monday Meme Day - light fun to get week started.

Tuesday Photos - share mission photos, staff, or from history.

Wednesday Stories - testimonials/stories, hopefully with pics. “What’s your story?” is ok, but it’s an ASK of time.

Thursday Tips - short factoids about related services, orgs, people, links to articles online. Or #TBT Throw Back Thursday photos from org’s early years.

Friday Ask - “before the weekend, please take a minute to watch our video and share it with your friends!”

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THE MOST IMPORTANT FACEBOOK TIP EVER...

No matter how many fans you have, 0 or 10,000, you must pay to promote your

important ASK posts.

Even $20 is something. Your posts will otherwise not reach even the fans you

already have.

If your ASK (video, promotion, etc) is sharable content, it will then spread out

and have a life of its own.

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OTHER FACEBOOK TIPS:

Post a photo as much as possible with your text, even if it’s only slightly related. Free real estate, better visibility.

Upload videos directly to Facebook (rather than Youtube), they play automatically in Facebook timeline.

You have to pay for ads to get Likes, and to Boost Posts, but you can specifically target Alaskans for cheaper rate.

Remember, only a small percentage of your Fans will ever see your posts, unless Boosted. And even those will scroll by your post in fraction of a second. If your post requires work of any

sort, it will be skipped (unless fans feel like giving back to you).

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WHAT ABOUT TWITTER? INSTAGRAM?

It’s easy to be ON Twitter, but in order for anybody to pay attention, you have to be 10x more active in curating, promoting, and linking to

other people/orgs on the web.

Self-promotion and asks will only be reciprocated for the most en-gaged Twitter users, 99% of the time individuals rather than organiza-tions. Really active Twitter users, however, feel a lot more “web” kin-

ship with fellow users than on Facebook.

Instagram is easy and great if you regularly have photo opportunities outside the office. But it’s 100% mobile users on-the-go, there are no

opportunities to link to your website, so no asks ever.

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BUT you can easily share the Instagram photos on your Facebook page, reaching that audience simultanously. =WIN

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OKAY, here’s some Pick. Click. Give. social media posts!Remember: “reminders” about PCG, related photos, stories and

missions, links to other orgs, tips, invitations to share...

And not so much ASKS all the time, please.

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QUESTIONS / COMMENTS?