Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.

1. Social Media,
SEO, PR &
Content Marketing

2. Nice To Meet You!
• How many of you are on Facebook for your
organizations? Twitter? LinkedIn? Google+? Pinterest?
• How many of your organizations have websites? How
many of you have blogs on your websites?
• What do you most hope to take away from this talk?

3. Summary
Most nonprofit organizations are looking to provide its
clients and members with enriched educational or
informational content, stronger connections between each
other and new opportunities for collaboration.
Additionally, most organizations wants to be seen as a
“voice of _________” whatever they specialize in.

4. Audiences
The primary audiences for most nonprofit efforts are:
• Clients/beneficiaries
• Current & prospective donors, board members &
staff
• Community influencers (elected officials, media,
other nonprofit leaders)

5. Objectives
There are four key objectives of your social media
outreach:
• Convey and reinforce the value of what you do;
• Highlight the caliber and diversity of your services,
mission, etc.;
• Increase word-of-mouth referrals;
• Build awareness of your organization as an
authoritative voice on _________.

6. Three Types of Media
1. Paid - Advertising placements
2. Earned - Editorial coverage in the media, a.k.a
"Publicity"
3. Owned - Websites, Blogs, e-Newsletters, Social
Media

7. The Game Plan
1. Media Relations – Seek media coverage of your
expertise, services, activities, etc.
2. Sharable Content – Create valuable content that
will be shared among stakeholders and beyond.
(Web content, blogs, social media, newsletter)
3. Establish a credible POV – Give people a reason to
listen to you and to trust you.

8. Media Relations/Publicity
Aim to use the media to draw positive attention to your
organization, its services, its stories and its expertise:
• Research, write & distribute press releases,
advisories, tip sheets, opinions, expert articles,
official statements, etc.
• Proactively pitch your expertise and opinions to
reporters/editors.

9. Media Relations Isn’t Enough
Media relations is a VERY important component of the PR
mix, but to achieve the penetration and frequency that you
need, it’s not enough.
• There’s only so much media and they’re producing
less content.
• You can only be quoted so many times.
• If someone’s not reading it that day, they’re likely to
not see it at all.

10. The Changing Media Landscape
The definition and role of "the media" has changed
significantly in the past 3-5 years.
• Recession = massive staffing cuts.
• Social media has grown exponentially.
• It's unacceptable for a media outlet to not also have a
blog, Facebook & an e-mail update.
• Newsrooms are doing more work with less people =
less depth of coverage.

11. Social Media & Online Outreach
The goal is to make you a trusted resource and to make
you easy to find, contact and engage.
• Blog – This is the central hub of all of your online
activities.
• Share your insights & opinions
• Post client stories and organizational news
• Encourages repeat visits to your new website
• Gives other influential sites something to link to

12. Social Media & Online Outreach
• E-Newsletter – Allows you to talk directly to your
donors, clients, prospective donors/clients and anyone
with an interest in your organization or a given topic.
Also, a good reminder that you exist and have
resources.
“People never hear what you think you’ve told them.”
• Social Web – Facebook, LinkedIn, Twitter, etc.

13. Social Media Stats:
• Social media use has increased 356% since 2006.
• 93% of all US adult Internet users are on Facebook.
• 1 out of every 7 minutes online is spent on Facebook.
• 46% of Americans read blogs more than once a day; 32% read
them once a day; 18% once a week.
• Personal stat: Most of my living grandparents are on Facebook.

14. Example: Your org in an article
Your organization is featured/quoted in a story.
• Post to website - Highlight that you were "as seen/quoted in.”
• Share story online - Share story on Facebook, Twitter, Google+,
etc.
• Expand on the topic on your blog - Move the story forward and
provide additional perspectives.
• Share blog post - Share with publication, reporter and "fans" via
social web.
• e-Newsletter - Tell your members about the story, and your
expanded thoughts. This builds credibility through 3rd party
validation.

15. Example: Annual Giving Study
Extend the life and increase exposure of the giving study:
• Break it up into smaller chunks.
• Geographic focus
• Issues focus
• Expand on individual elements.
• Include statistics that weren’t included in the print version.
• Get quotes from local members
• Each time it’s posted, link to the whole.

16. Tips & Tricks
• Identify your “personas” and speak directly to them.
• Use Twitter hashtags.
• Follow media outlets and influentials in your industry.

17. Trends in PR & Social Media
• Organizations as Publishers/Journalists
o Skip "traditional media" and talk directly to your
members.
§ Use an editorial voice (not salesy).
o Microsites, microsites, microsites
o Video is huge.
o Tell your stories, show everything about your
services, humanize your staff.

18. Trends in PR & Social Media
• The media will continue to do more with less.
o Communications/PR folks are more necessary than
ever, but will be expected to act like embedded
journalists, not brand representatives (no jargon,
marketing-speak).
§ Create social media posts that are made for
media.

19. Trends in PR & Social Media
• Social media is here to stay and will be bigger than
ever.
• Integration in every thing you do is necessary.
• "Twit Pitch" - The pitch in 140 characters or less.
• SEO will grow as a PR function: Google is the new
yellow pages.

20. Resources
Monitoring:
•
Google Alerts
•
Mention
•
Google Reader
•
Feedly (Google Reader replacement)
•
Follow Twitter hashtags
Scheduling:
• HootSuite
• Sprout Social

21. Resources
Who to follow:
• @CooperSmithPR (obviously!)
• Hubspot.com
• Mashable
• Your top industry press

22. Thank You & Q&A
• Questions?
Cooper Smith Koch
cooper@coopersmithagency.com
(214) 329-4477