Social media for social good, including insights and best practices on Facebook, Twitter, Pinterest, Instagram, YouTube, LinkedIn and Google Plus. Delivered to the national Mission Resource Alliance conference in Orlando, Florida on February 25, 2015 by Amy Neumann.
Social Media for Social Good 2015 Mission Resource Alliance
1. Social Media for
Social Good 2015
Mission Resource Alliance
Orlando, Florida
February 25-26, 2015
Amy Neumann
http://goodplustech.com
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2. 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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4. “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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5. [Make People Feel Like They Do Watching
This.]
https://www.youtube.com/watch?v=RP4abiHdQpc
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6. 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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8. Visibility & Connectivity at AllTimes
We “ShareThis”
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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14. People You andYour Organization
• What do they see?
• Is your expertise, experience, and credibility showing?
• Social Media helps make sure it is.
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15. 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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16. 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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17. Conversational (Social) and Other-Focused
• Remember the “social” piece – the more
interactive, the more results
• Try to keep the conversation 80-90%
about what interestsTHEM 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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19. * 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 Goals
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20. 10 Questions to Ask: Social Media Strategy
1. 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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22. It’s No Longer About a “Bigger Piece of the Pie…”
ExpandingYour Reach Makes theWhole Pie Bigger
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http://bonkersycarax.blogspot.com/2014/09/peach-plum-pie.html
23. 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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24. Brainstorming Activity 1: Content Update Ideas
•Share what you find interesting, including from industry-specific sites
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25. 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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27. 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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39. 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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42. 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
website
3.Live streaming
4.Video annotations
http://thirdsectortoday.com/2014/04/10/how-to-use-youtube-to-tell-your-nonprofits-story/
43. Time Spent Watching Videos…
http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
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47. 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
48. 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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51. Google Plus
Jump 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 way
Claim your Google Plus (formerly Google
Places) Page
http://www.google.com/+/business/get-started.html
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53. 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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55. 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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56. 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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59. Amy Neumann
• Passionate fan of all things tech and media for 21+ years with
companies likeYahoo! and AT&T. Currently delighted to be
Director of AudienceTargeting, 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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Notas del editor
T
Top reasons why organizations engage in content marketing.
Might be good to note that your YouTube Channel and Google+ Page are connected (and your gmail account….they kind of force you to have google+!)
http://www.socialmediaexaminer.com/ http://socialmediatoday.com/ http://www.reelseo.com/ are my favorites to keep up with social media news
This is a great cheat sheet for social media photo sizing: http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/