Download - SVSU Non-Profit Course
Social Media Marketing for Non-Profits
SPEAKER: Jeff DeHavenSocial Media Impressionist at F.P. Horak
Je! Dehaven
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a division of:
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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
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What is social media?
Friday, July 26, 13
What is social media?
• Word of mouth (online)
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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
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How did social evolve?
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
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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)
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Fill in required fields
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Skip for now
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People you know
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Add employer
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Confirm email
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Your direct login
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About & more
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Newsfeed
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Let’s go live
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Mobile
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Connect Via Mobile
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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
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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”
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Mobile
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Mobile
• Posting
• Sharing photos
• Like, comment, and share post
• Scheduling
• Filter & settings
• Email photos
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Let’s go live
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Guidelines
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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
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Page Policy?
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Page Policy?
• This is your companies/organizations space
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Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
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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
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Page Policy
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Page Policy
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Page Policy
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Why Facebook?
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Why Facebook?• Provides the most options for
customization
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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
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Why Facebook?
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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
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Why Facebook?
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Why Facebook?
Friday, July 26, 13
Why Facebook?
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Why Facebook?
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Why Facebook?
• Front and center contact information
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Why Facebook?
• Front and center contact information
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Do For My Business?
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• Educate your customers
Do For My Business?
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• Educate your customers
• Reward loyal customers
Do For My Business?
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• 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?
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Why Facebook?
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Why Facebook?
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• Lower cost than all other traditional marketing
Why Facebook?
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• 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?
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Facebook Dos
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Facebook Dos
•Be active
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Facebook Dos
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Facebook Dos
•Listen
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Facebook Dos
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Facebook Dos
•Be Personal
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Facebook Dos
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Facebook Dos
•Make Connections
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Facebook Dos
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Facebook Dos
•Engage Your Audience
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Facebook Dos
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Facebook Dos
•Use Visuals & Videos
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Facebook Don’ts
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Facebook Don’ts
•Sale, Sale, Sale
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Facebook Don’ts
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Facebook Don’ts
•Spam/Over-post
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Facebook Don’ts
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Facebook Don’ts
•Bother Audience With Apps/Games
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Facebook Don’ts
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Facebook Don’ts
•Post Irrelevant Content
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Tell a story
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Tell a story
• Visual experience
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Tell a story
• Visual experience
• Capture your audience
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Tell a story
• Visual experience
• Capture your audience
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Plan ahead
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Plan ahead
• Content calendar
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Plan ahead
• Content calendar
• Look at major holidays
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Plan ahead
• Content calendar
• Look at major holidays
• Participate with national _______ day, week and month
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Eye Tracking
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Eye Tracking
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Investment
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Investment
• Money
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Investment
• Money
• Assets
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Investment
• Money
• Assets
• Time
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Investment
• Money
• Assets
• Time
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Be Smart
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Be Smart
• Instagram, Tumblr, Pinterest for photos
Friday, July 26, 13
Be Smart
• Instagram, Tumblr, Pinterest for photos
• Vine for videos
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Be Smart
• Instagram, Tumblr, Pinterest for photos
• Vine for videos
• Foursquare for coupons/loyalty program
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Let’s go live
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Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
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Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
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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)
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Passionate content creator(s)
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Passionate content creator(s)
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Passionate content creator(s)
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Passionate content creator(s)
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Fun “brand-on” page monitor(s)
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Fun “brand-on” page monitor(s)
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Fun “brand-on” page monitor(s)
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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)
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Fun“brand-on” page monitor(s)
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Fun“brand-on” page monitor(s)
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Customer Service
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Customer Service
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Customer Service
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Customer Service
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Rich Content
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Rich Content• Show heritage and legacy
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Rich Content• Show heritage and legacy
• Compliment text with great photos
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Rich Content• Show heritage and legacy
• Compliment text with great photos
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MUST use feature
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MUST use feature
• Facebook Offer
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MUST use feature
• Facebook Offer
• Online coupon
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MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
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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
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Interact with fans
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Interact with fans
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Interact with fans
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Interact with fans
• Give to get
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Stay on top of it
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Stay on top of it
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Stay on top of it • “Ship My Pants” Video
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Stay on top of it • “Ship My Pants” Video
• Lost opportunity
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Stay on top of it • “Ship My Pants” Video
• Lost opportunity
• Easter art until May 1st
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Stay on top of it • “Ship My Pants” Video
• Lost opportunity
• Easter art until May 1st
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Visual post
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Visual post
• Sized improperly
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Visual post
• Sized improperly
• Failed opportunity
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Visual post
• Sized improperly
• Failed opportunity
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Reporting
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Reporting• Know what content to deliver
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Reporting• Know what content to deliver
• Relevant content
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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
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Let’s go live
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Do for my business?
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Do for my business?
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Do for my business?
• Drive more foot traffic
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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
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Do for my business?
Friday, July 26, 13
Do for my business?• Drive awareness/customer acquisition
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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
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Campaigns/contest
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• 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
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Resources
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• Mashable.com
Resources
Friday, July 26, 13
• Mashable.com
• Allfacebook.com
Resources
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• 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
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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
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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
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Myth
Friday, July 26, 13
Myth
• No just for celebs
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Myth
• No just for celebs
• Don’t care what I had for lunch
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Myth
• No just for celebs
• Don’t care what I had for lunch
• It takes too long
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Myth
• No just for celebs
• Don’t care what I had for lunch
• It takes too long
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Terms
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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
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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
• fphorak.com
• facebook.com/fphorakco
• facebook.com/jeffdehaven
Friday, July 26, 13