Social Media: Your Content Marketing Playground

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No social media strategy at your nonprofit? No worries! Use social media as your content marketing playground. Presented at Social Media for Nonprofits, San Francisco, October 2013

Empresariales Tecnología

http://www.flickr.com/photos/37922399@N05/9728739520

Social Media: Your
Content Marketing Playground

Kivi Leroux Miller @kivilm
Nonprofit Marketing Guide.com
Content Marketing for Nonprofits.com

Content Marketing???
Communicating great stuff
that attracts people to you,
rather than interrupting them
with what you desperately
want them to read.

http://www.flickr.com/photos/chefranden/741135828

The Broccoli:
What you want to write

http://www.flickr.com/photos/nate/412768397

The Cheese:
What they want to read

http://www.flickr.com/photos/habesha/399355643

Thus, the messy reality of your
nonprofit communications strategy

The Bad News:
Typical nonprofit
social media posts
are pure broccoli.

http://www.flickr.com/photos/stovak/2378145902/

$http://www.flickr.com/photos/refractedmoments/244856192 The Good News: You can use social media to discover more cheese!$

Let it be your

Content
Marketing
Playground.

http://www.flickr.com/photos/barneymoss/9520669372

No real social
media strategy?
No problem!

(Let’s be
honest: We
don’t know
what’s going
on behind
the curtains
anyway.)

http://www.flickr.com/photos/33677687@N00/9289022060

Play these three games and you too
can rock social media.

Playground
Game #1:
Find what
bonds
supporters
to you.

http://www.flickr.com/photos/iamian_/4006357909/

“Our biggest group on Facebook
is the artist community and they
tend to respond to the art-inprocess posts. When we post
pictures, people will respond
saying they know the artist, or
will ask technical questions
about the pieces.”
Rachel Hicks, Director of Programs and
Communications, Archie Bray Foundation
for the Ceramic Arts
Quote Source: Content Marketing for Nonprofits

http://www.flickr.com/photos/edenpictures/6176105559/

Playground
Game #2:
Find the
best way to
be helpful.

“I tend to post links to helpful
information like home repair
and maintenance tips and
budgeting ideas. I try to link
the advice to current events.
Rainy day? I’ll post about why
it’s important to have clean
gutters.”
Amanda Welliver, Communications
Coordinator, Community Neighborhood
Housing Services

Quote Source: Content Marketing for Nonprofits

http://www.flickr.com/photos/cayusa/1682922576/

Playground Game #3:
Find your outdoor
voice – your real
personality.

Use social media to discover . . .

1

What bonds them to you.

2

How to be helpful.

3

Your real personality.

Now, bridge what
you’ve learned in
social media to your
other communications.

(Hint: The easiest
place to start is
with your boring
newsletter. )
http://www.flickr.com/photos/whatnot/47629488

Source: 2012 Nonprofit Marketing Guide Poll of 299 nonprofits.
http://www.nonprofitmarketingguide.com/blog/2012/08/16/six-ways-social-media-has-affected-nonprofit-newsletters/

http://www.flickr.com/photos/pat_ossa/3912574243

2/3 of
nonprofits
said social
media had a
positive effect
on their
newsletters.

http://www.flickr.com/photos/edenpictures/4892113708/

THINK: How can you
translate what you’ve
learned to email,
direct mail and events?

But what if
something
goes
wrong?
(Now, now,
it’s just a
little bump.)

http://www.flickr.com/photos/donhomer/6891007636/

http://www.flickr.com/photos/derek_b/2622760671

Just tell everyone to hold on tight.
It will be fun, promise!

Swing high,
and learn
something.

http://www.flickr.com/photos/84744710@N06/7993603154

Kivi Leroux Miller
@kivilm
Fb.com/nonprofitmarketingguide
Fb.com/contentmarketingfornonprofits
kivi@ecoscribe.com

Available here today,
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