svsu non-profit course
Post on 18-Oct-2014
272 Views
Preview:
DESCRIPTION
TRANSCRIPT
Social Media Marketing for Non-Profits
SPEAKER: Jeff DeHavenSocial Media Impressionist at F.P. Horak
Je! Dehaven
Friday, July 26, 13
a division of:
Friday, July 26, 13
Who am I?
Friday, July 26, 13
Who am I?
• Social media impressionist at F.P. Horak
Friday, July 26, 13
Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
Friday, July 26, 13
Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
Friday, July 26, 13
Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
• Love Starbucks, Verizon & Apple
Friday, July 26, 13
Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
• Love Starbucks, Verizon & Apple
• Personally benefitted from social
Friday, July 26, 13
Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
• Love Starbucks, Verizon & Apple
• Personally benefitted from social
• LG’s 32nd fastest east coast texter 2010
Friday, July 26, 13
What is social media?
Friday, July 26, 13
What is social media?
• Word of mouth (online)
Friday, July 26, 13
What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
Friday, July 26, 13
What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
Friday, July 26, 13
What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
• 93% of marketers use Facebook for business
Friday, July 26, 13
What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
• 93% of marketers use Facebook for business
• Changing the way we share life
Friday, July 26, 13
How did social evolve?
Friday, July 26, 13
How did social evolve?
• Ask Jeeves (1996 - first search engine)
Friday, July 26, 13
How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
Friday, July 26, 13
How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
Friday, July 26, 13
How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
Friday, July 26, 13
How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
Friday, July 26, 13
How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
Friday, July 26, 13
Fill in required fields
Friday, July 26, 13
Skip for now
Friday, July 26, 13
People you know
Friday, July 26, 13
Add employer
Friday, July 26, 13
Confirm email
Friday, July 26, 13
Your direct login
Friday, July 26, 13
About & more
Friday, July 26, 13
Newsfeed
Friday, July 26, 13
Let’s go live
Friday, July 26, 13
Mobile
Friday, July 26, 13
Connect Via Mobile
Friday, July 26, 13
Connect Via Mobile
• Use all 5 Facebook Apps
Friday, July 26, 13
Connect Via Mobile
• Use all 5 Facebook Apps
• Have to get your team involved
Friday, July 26, 13
Connect Via Mobile
• Use all 5 Facebook Apps
• Have to get your team involved
• Encourage customers post “recommendations”
Friday, July 26, 13
Connect Via Mobile
• Use all 5 Facebook Apps
• Have to get your team involved
• Encourage customers post “recommendations”
Friday, July 26, 13
Mobile
Friday, July 26, 13
Mobile
• Posting
• Sharing photos
• Like, comment, and share post
• Scheduling
• Filter & settings
• Email photos
Friday, July 26, 13
Let’s go live
Friday, July 26, 13
Guidelines
Friday, July 26, 13
Guidelines
• Timelines are for individual, non-commercial use
• Timelines must be held under an individual name
• Pages will and have been completely removed by Facebook
Friday, July 26, 13
Page Policy?
Friday, July 26, 13
Page Policy?
• This is your companies/organizations space
Friday, July 26, 13
Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
Friday, July 26, 13
Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
• How customer service will be handled
Friday, July 26, 13
Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
• How customer service will be handled
• Vulgar or derogatory content
Friday, July 26, 13
Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
• How customer service will be handled
• Vulgar or derogatory content
• Copyright or secret materials/information
Friday, July 26, 13
Page Policy
Friday, July 26, 13
Page Policy
Friday, July 26, 13
Page Policy
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?• Provides the most options for
customization
Friday, July 26, 13
Why Facebook?• Provides the most options for
customization
• Visually impactful cover photo
Friday, July 26, 13
Why Facebook?• Provides the most options for
customization
• Visually impactful cover photo
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?• Professional tabs for most important info
Friday, July 26, 13
Why Facebook?• Professional tabs for most important info
Friday, July 26, 13
Why Facebook?• Professional tabs for most important info
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?
• Front and center contact information
Friday, July 26, 13
Why Facebook?
• Front and center contact information
Friday, July 26, 13
Do For My Business?
Friday, July 26, 13
• Educate your customers
Do For My Business?
Friday, July 26, 13
• Educate your customers
• Reward loyal customers
Do For My Business?
Friday, July 26, 13
• Educate your customers
• Reward loyal customers
• Set yourself apart from your competition
Do For My Business?
Friday, July 26, 13
• Educate your customers
• Reward loyal customers
• Set yourself apart from your competition
Do For My Business?
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
Why Facebook?
Friday, July 26, 13
• Lower cost than all other traditional marketing
Why Facebook?
Friday, July 26, 13
• Lower cost than all other traditional marketing
• Fans request to connect with you
Why Facebook?
Friday, July 26, 13
• Lower cost than all other traditional marketing
• Fans request to connect with you
• Most effective communication tool with a strategy
Why Facebook?
Friday, July 26, 13
• Lower cost than all other traditional marketing
• Fans request to connect with you
• Most effective communication tool with a strategy
• Generation switch as preferred information source
Why Facebook?
Friday, July 26, 13
Facebook Dos
Friday, July 26, 13
Facebook Dos
•Be active
Friday, July 26, 13
Facebook Dos
Friday, July 26, 13
Facebook Dos
•Listen
Friday, July 26, 13
Facebook Dos
Friday, July 26, 13
Facebook Dos
•Be Personal
Friday, July 26, 13
Facebook Dos
Friday, July 26, 13
Facebook Dos
•Make Connections
Friday, July 26, 13
Facebook Dos
Friday, July 26, 13
Facebook Dos
•Engage Your Audience
Friday, July 26, 13
Facebook Dos
Friday, July 26, 13
Facebook Dos
•Use Visuals & Videos
Friday, July 26, 13
Facebook Don’ts
Friday, July 26, 13
Facebook Don’ts
•Sale, Sale, Sale
Friday, July 26, 13
Facebook Don’ts
Friday, July 26, 13
Facebook Don’ts
•Spam/Over-post
Friday, July 26, 13
Facebook Don’ts
Friday, July 26, 13
Facebook Don’ts
•Bother Audience With Apps/Games
Friday, July 26, 13
Facebook Don’ts
Friday, July 26, 13
Facebook Don’ts
•Post Irrelevant Content
Friday, July 26, 13
Tell a story
Friday, July 26, 13
Tell a story
• Visual experience
Friday, July 26, 13
Tell a story
• Visual experience
• Capture your audience
Friday, July 26, 13
Tell a story
• Visual experience
• Capture your audience
Friday, July 26, 13
Plan ahead
Friday, July 26, 13
Plan ahead
• Content calendar
Friday, July 26, 13
Plan ahead
• Content calendar
• Look at major holidays
Friday, July 26, 13
Plan ahead
• Content calendar
• Look at major holidays
• Participate with national _______ day, week and month
Friday, July 26, 13
Eye Tracking
Friday, July 26, 13
Eye Tracking
Friday, July 26, 13
Investment
Friday, July 26, 13
Investment
• Money
Friday, July 26, 13
Investment
• Money
• Assets
Friday, July 26, 13
Investment
• Money
• Assets
• Time
Friday, July 26, 13
Investment
• Money
• Assets
• Time
Friday, July 26, 13
Be Smart
Friday, July 26, 13
Be Smart
• Instagram, Tumblr, Pinterest for photos
Friday, July 26, 13
Be Smart
• Instagram, Tumblr, Pinterest for photos
• Vine for videos
Friday, July 26, 13
Be Smart
• Instagram, Tumblr, Pinterest for photos
• Vine for videos
• Foursquare for coupons/loyalty program
Friday, July 26, 13
Let’s go live
Friday, July 26, 13
Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
Passionate content creator(s)
Friday, July 26, 13
Passionate content creator(s)
Friday, July 26, 13
Passionate content creator(s)
Friday, July 26, 13
Passionate content creator(s)
Friday, July 26, 13
Fun “brand-on” page monitor(s)
Friday, July 26, 13
Fun “brand-on” page monitor(s)
Friday, July 26, 13
Fun “brand-on” page monitor(s)
Friday, July 26, 13
Fun “brand-on” page monitor(s)
Friday, July 26, 13
Fun“brand-on” page monitor(s)
Friday, July 26, 13
Fun“brand-on” page monitor(s)
Friday, July 26, 13
Fun“brand-on” page monitor(s)
Friday, July 26, 13
Fun“brand-on” page monitor(s)
Friday, July 26, 13
Customer Service
Friday, July 26, 13
Customer Service
Friday, July 26, 13
Customer Service
Friday, July 26, 13
Customer Service
Friday, July 26, 13
Rich Content
Friday, July 26, 13
Rich Content• Show heritage and legacy
Friday, July 26, 13
Rich Content• Show heritage and legacy
• Compliment text with great photos
Friday, July 26, 13
Rich Content• Show heritage and legacy
• Compliment text with great photos
Friday, July 26, 13
MUST use feature
Friday, July 26, 13
MUST use feature
• Facebook Offer
Friday, July 26, 13
MUST use feature
• Facebook Offer
• Online coupon
Friday, July 26, 13
MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
Friday, July 26, 13
MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
• Small cost to publish
Friday, July 26, 13
MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
• Small cost to publish
Friday, July 26, 13
Interact with fans
Friday, July 26, 13
Interact with fans
Friday, July 26, 13
Interact with fans
Friday, July 26, 13
Interact with fans
• Give to get
Friday, July 26, 13
Stay on top of it
Friday, July 26, 13
Stay on top of it
Friday, July 26, 13
Stay on top of it • “Ship My Pants” Video
Friday, July 26, 13
Stay on top of it • “Ship My Pants” Video
• Lost opportunity
Friday, July 26, 13
Stay on top of it • “Ship My Pants” Video
• Lost opportunity
• Easter art until May 1st
Friday, July 26, 13
Stay on top of it • “Ship My Pants” Video
• Lost opportunity
• Easter art until May 1st
Friday, July 26, 13
Visual post
Friday, July 26, 13
Visual post
• Sized improperly
Friday, July 26, 13
Visual post
• Sized improperly
• Failed opportunity
Friday, July 26, 13
Visual post
• Sized improperly
• Failed opportunity
Friday, July 26, 13
Reporting
Friday, July 26, 13
Reporting• Know what content to deliver
Friday, July 26, 13
Reporting• Know what content to deliver
• Relevant content
Friday, July 26, 13
Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
Let’s go live
Friday, July 26, 13
Do for my business?
Friday, July 26, 13
Do for my business?
Friday, July 26, 13
Do for my business?
• Drive more foot traffic
Friday, July 26, 13
Do for my business?
• Drive more foot traffic
• 662 shares
Friday, July 26, 13
Do for my business?
• Drive more foot traffic
• 662 shares
• 79 likes
Friday, July 26, 13
Do for my business?
• Drive more foot traffic
• 662 shares
• 79 likes
• 88 NEW fans
Friday, July 26, 13
Do for my business?
• Drive more foot traffic
• 662 shares
• 79 likes
• 88 NEW fans
• 59,532 impressions
Friday, July 26, 13
Do for my business?
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
• 649 comments
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
• 4,303 shares
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
• 4,303 shares
• 282,866 impressions
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
• 4,303 shares
• 282,866 impressions
Friday, July 26, 13
Campaigns/contest
Friday, July 26, 13
• Create simple impactful campaigns
Campaigns/contest
Friday, July 26, 13
• Create simple impactful campaigns
• 737 NEW fans
Campaigns/contest
Friday, July 26, 13
• Create simple impactful campaigns
• 737 NEW fans
• Awareness
Campaigns/contest
Friday, July 26, 13
• Create simple impactful campaigns
• 737 NEW fans
• Awareness
Campaigns/contest
Friday, July 26, 13
Resources
Friday, July 26, 13
• Mashable.com
Resources
Friday, July 26, 13
• Mashable.com
• Allfacebook.com
Resources
Friday, July 26, 13
• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
Resources
Friday, July 26, 13
• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
• Social Media Club Great Lakes Bay
Resources
Friday, July 26, 13
• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
• Social Media Club Great Lakes Bay
• AAF Great Lakes Bay/Flint
Resources
Friday, July 26, 13
• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
• Social Media Club Great Lakes Bay
• AAF Great Lakes Bay/Flint
• Social Media Association of Michigan
Resources
Friday, July 26, 13
Friday, July 26, 13
Benefits
Friday, July 26, 13
Benefits
• Set up for social success
Friday, July 26, 13
Benefits
• Set up for social success
• Be where people are
Friday, July 26, 13
Benefits
• Set up for social success
• Be where people are
• Social is human relationships
Friday, July 26, 13
Benefits
• Set up for social success
• Be where people are
• Social is human relationships
• Equal weight among communication tools
Friday, July 26, 13
Benefits
• Set up for social success
• Be where people are
• Social is human relationships
• Equal weight among communication tools
• Big focus on customer retention
Friday, July 26, 13
Benefits
• Set up for social success
• Be where people are
• Social is human relationships
• Equal weight among communication tools
• Big focus on customer retention
• By 2020, 50% of work force will be millennials
Friday, July 26, 13
Fact
Friday, July 26, 13
Fact
• 78% of salespeople are using social media to out sell their peers
Friday, July 26, 13
3 main approaches to social media
Friday, July 26, 13
3 main approaches to social media
• Branding on your own
Friday, July 26, 13
3 main approaches to social media
• Branding on your own
• Within your current organization
Friday, July 26, 13
3 main approaches to social media
• Branding on your own
• Within your current organization
• Across your industry
Friday, July 26, 13
Fact
Friday, July 26, 13
Fact
• 80% of Twitter users are from mobile
Friday, July 26, 13
Myth
Friday, July 26, 13
Myth
• No just for celebs
Friday, July 26, 13
Myth
• No just for celebs
• Don’t care what I had for lunch
Friday, July 26, 13
Myth
• No just for celebs
• Don’t care what I had for lunch
• It takes too long
Friday, July 26, 13
Myth
• No just for celebs
• Don’t care what I had for lunch
• It takes too long
Friday, July 26, 13
Terms
Friday, July 26, 13
Terms
• Handle is profile
Friday, July 26, 13
Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
Friday, July 26, 13
Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
• RT (Retweet) is forwarding along
Friday, July 26, 13
Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
• RT (Retweet) is forwarding along
• DM (Direct Message) inbox
Friday, July 26, 13
Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
• RT (Retweet) is forwarding along
• DM (Direct Message) inbox
• @Mention only way to tag others
Friday, July 26, 13
Fact
Friday, July 26, 13
Fact
• Twitter is a super highway when your on you get what you get (not possible to see all)
Friday, July 26, 13
Resources
Friday, July 26, 13
Resources
• Twitter.com/search
Friday, July 26, 13
Resources
• Twitter.com/search
• Filter
Friday, July 26, 13
Resources
• Twitter.com/search
• Filter
• Use discover on app
Friday, July 26, 13
Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
Friday, July 26, 13
Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
• http://bit.ly/12UulEZ who to follow
Friday, July 26, 13
Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
• http://bit.ly/12UulEZ who to follow
• Alltwitter.com
Friday, July 26, 13
Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
• http://bit.ly/12UulEZ who to follow
• Alltwitter.com
Friday, July 26, 13
Fact
Friday, July 26, 13
Fact
• Way to get to someone you have no other way to reach
Friday, July 26, 13
Tips
Friday, July 26, 13
Tips
• Follow back
Friday, July 26, 13
Tips
• Follow back
• Replying back
Friday, July 26, 13
Tips
• Follow back
• Replying back
• Retweet
Friday, July 26, 13
Tips
• Follow back
• Replying back
• Retweet
• Include photos
Friday, July 26, 13
Tips
• Follow back
• Replying back
• Retweet
• Include photos
• Make it part of your routine
Friday, July 26, 13
Tips
• Follow back
• Replying back
• Retweet
• Include photos
• Make it part of your routine
Friday, July 26, 13
Friday, July 26, 13
Tips
Friday, July 26, 13
Tips
• Be visible on Linkedin
Friday, July 26, 13
Tips
• Be visible on Linkedin
• App lets you buy pass prospects without email address
Friday, July 26, 13
Tips
• Be visible on Linkedin
• App lets you buy pass prospects without email address
• Create content for visibility
Friday, July 26, 13
Tips
• Be visible on Linkedin
• App lets you buy pass prospects without email address
• Create content for visibility
• Get involved in groups
Friday, July 26, 13
How it’s used
Friday, July 26, 13
How it’s used
• 90% view
Friday, July 26, 13
How it’s used
• 90% view
• 8% shuffle
Friday, July 26, 13
How it’s used
• 90% view
• 8% shuffle
• 2% create
Friday, July 26, 13
How it’s used
• 90% view
• 8% shuffle
• 2% create
Friday, July 26, 13
Social video
Friday, July 26, 13
Social video
• YouTube
Friday, July 26, 13
Social video
• YouTube
• Vimeo
Friday, July 26, 13
Social video
• YouTube
• Vimeo
• UStream
Friday, July 26, 13
Social video
• YouTube
• Vimeo
• UStream
Friday, July 26, 13
Social video
• YouTube
• Vimeo
• UStream
Friday, July 26, 13
Benefits
Friday, July 26, 13
Benefits• Helps you be found
Friday, July 26, 13
Benefits• Helps you be found
• Skype now has split screen
Friday, July 26, 13
Benefits• Helps you be found
• Skype now has split screen
• Google Hangouts
Friday, July 26, 13
Benefits• Helps you be found
• Skype now has split screen
• Google Hangouts
Friday, July 26, 13
Best practices
Friday, July 26, 13
Best practices
• Basic camera is fine
Friday, July 26, 13
Best practices
• Basic camera is fine
• Lighting & sound most important
Friday, July 26, 13
Best practices
• Basic camera is fine
• Lighting & sound most important
• Social networking requires more than a Facebook profile
Friday, July 26, 13
Best practices
• Basic camera is fine
• Lighting & sound most important
• Social networking requires more than a Facebook profile
• Pick up an effort today
Friday, July 26, 13
Best practices
• Basic camera is fine
• Lighting & sound most important
• Social networking requires more than a Facebook profile
• Pick up an effort today
• Lots of small steps = success
Friday, July 26, 13
Q&A
Friday, July 26, 13
Thank you
• Jeff DeHaven
• 989.430.3009
• jdehaven@fphorak.com
• fphorak.com
• facebook.com/fphorakco
• facebook.com/jeffdehaven
Friday, July 26, 13
top related