social media for social good 2015 mission resource alliance
TRANSCRIPT
![Page 1: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/1.jpg)
Social Media for Social Good 2015
Mission Resource AllianceOrlando, Florida
February 25-26, 2015
Amy Neumannhttp://goodplustech.com
1
![Page 2: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/2.jpg)
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/
2
![Page 3: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/3.jpg)
What is the Current Social Media Landscape?3
![Page 4: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/4.jpg)
“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?
4
![Page 5: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/5.jpg)
[Make People Feel Like They Do Watching This.]
https://www.youtube.com/watch?v=RP4abiHdQpc
5
![Page 6: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/6.jpg)
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
6
![Page 7: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/7.jpg)
7
![Page 8: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/8.jpg)
Visibility & Connectivity at All Times
We “Share This”
We talk about what we like (or don’t like)
We are mobile An easy, mobile-friendly site
experience is critical (think Responsive Design)
8
![Page 9: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/9.jpg)
(Apparently, we also bump into things quite a bit.)9
![Page 10: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/10.jpg)
Time Spent on Social Media…http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/
10
![Page 11: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/11.jpg)
11
![Page 12: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/12.jpg)
12
![Page 13: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/13.jpg)
Pew Internet Stats
http://www.pewresearch.org/
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
http://www.pewinternet.org/2014/01/16/tablet-and-e-reader-ownership/
13
![Page 14: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/14.jpg)
People You and Your Organization
• What do they see?
• Is your expertise, experience, and credibility showing?
• Social Media helps make sure it is.
14
![Page 15: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/15.jpg)
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
15
![Page 16: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/16.jpg)
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
16
![Page 17: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/17.jpg)
Conversational (Social) and Other-Focused
• Remember the “social” piece – the more interactive, the more results
• Try to keep the conversation 80-90% about what interests THEM 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
17
![Page 18: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/18.jpg)
Content Marketing Defined: 18
![Page 19: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/19.jpg)
* 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 Goals19
![Page 20: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/20.jpg)
10 Questions to Ask: Social Media Strategy1. 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
20
![Page 21: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/21.jpg)
It’s Art + Science21
![Page 22: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/22.jpg)
It’s No Longer About a “Bigger Piece of the Pie…” Expanding Your Reach Makes the Whole Pie Bigger
22
http://bonkersycarax.blogspot.com/2014/09/peach-plum-pie.html
![Page 23: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/23.jpg)
To Help with Planning:
Who do you want to reach?What do you want them to know?
What do you want them to do?
23
![Page 24: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/24.jpg)
Brainstorming Activity 1: Content Update Ideas
•Share what you find interesting, including from industry-specific sites
24
![Page 25: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/25.jpg)
Activity: Creating Great Content Ideas Evergreen
Infographics
Lists
Quotes
Community
How To’s/ Hacks
Topical/Trendy
News
Entertaining/Inspiring
Educational
About Us/Promotional/Testimonials
25
![Page 26: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/26.jpg)
Break for Lunch26
![Page 27: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/27.jpg)
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
27
![Page 28: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/28.jpg)
28
http://wersm.com/10-tips-to-write-engaging-facebook-posts/
![Page 29: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/29.jpg)
29
http://wersm.com/10-tips-to-write-engaging-facebook-posts/
![Page 30: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/30.jpg)
30
http://wersm.com/10-tips-to-write-engaging-facebook-posts/
![Page 31: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/31.jpg)
31
http://wersm.com/10-tips-to-write-engaging-facebook-posts/
![Page 32: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/32.jpg)
32
http://wersm.com/10-tips-to-write-engaging-facebook-posts/
![Page 33: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/33.jpg)
Charity: Water: http://facebook.com/charitywater
![Page 34: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/34.jpg)
34
![Page 35: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/35.jpg)
Twitter: @Claire’s Definition of “Tweet”
35
![Page 36: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/36.jpg)
It’s Easy to Start
http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
36
![Page 37: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/37.jpg)
Twitter: Proactively Find Advocates
[ https://twitter.com/search-advanced]
37
![Page 38: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/38.jpg)
http://topnonprofits.com/lists/top-nonprofits-on-twitter/
![Page 39: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/39.jpg)
“Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/
39
![Page 40: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/40.jpg)
40
![Page 41: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/41.jpg)
http://blog.hubspot.com/marketing/10-nonprofits-nailing-pinterest-marketing-list
41
![Page 42: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/42.jpg)
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 website3.Live streaming4.Video annotations
http://thirdsectortoday.com/2014/04/10/how-to-use-youtube-to-tell-your-nonprofits-story/
![Page 43: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/43.jpg)
Time Spent Watching Videos…http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
43
![Page 44: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/44.jpg)
44
![Page 45: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/45.jpg)
Blendtec Example – Getting Creative with Less-Creative Topicshttp://www.youtube.com/user/Blendtec
45
![Page 46: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/46.jpg)
Nature Conservancy https://www.youtube.com/user/natureconservancy
46
![Page 47: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/47.jpg)
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
![Page 48: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/48.jpg)
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
48
![Page 49: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/49.jpg)
Personal Profile
http://blog.linkedin.com/2014/07/01/creating-a-killer-linkedin-profile-tips-from-link-humans/
![Page 50: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/50.jpg)
Instagram: Younger Demographic, Owned by Facebook, Photo Based
http://holykaw.alltop.com/instagram-facts-and-stats-infographic
50
![Page 51: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/51.jpg)
Google PlusJump 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 wayClaim your Google Plus (formerly Google
Places) Page http://www.google.com/+/business/get-started.html
51
![Page 52: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/52.jpg)
52Union Rescue Mission, Los Angeles http://URM.org
![Page 53: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/53.jpg)
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
53
![Page 54: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/54.jpg)
Tools
http://hootsuite.com
http://bufferapp.com
Social Media Planning Tools: http://blog.hootsuite.com/social-media-templates/
54
![Page 55: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/55.jpg)
Brainstorming Activity 2: Planning
Content Grouping Ideas
Mapping Content by Platform
Planning/ Scheduling– Timing and Frequency
Planning – Annual Media Flight Plan by Events
55
![Page 56: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/56.jpg)
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
56
![Page 57: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/57.jpg)
Questions?This presentation can be downloaded at http://slideshare.net/amyneumann
57
![Page 58: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/58.jpg)
Recommended Resources• http://www.socialmediaexaminer.com
• http://socialmediatoday.com/
• http://mashable.com
• http://techcrunch.com
• http://www.reelseo.com/
• http://www.socialbrite.org/sharing-center/tutorials/
• http://mashable.com/guidebook/twitter/
• http://help.linkedin.com/app/answers/detail/a_id/530
• http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm
• http://support.google.com/plus/?hl=en
• https://business.twitter.com/success-stories
• https://www.facebook.com/business/success
• http://business.pinterest.com/success-stories/
• http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/
• https://business.twitter.com/success-stories
58
![Page 59: Social Media for Social Good 2015 Mission Resource Alliance](https://reader033.vdocument.in/reader033/viewer/2022042716/55a70b521a28ab210b8b4859/html5/thumbnails/59.jpg)
Amy Neumann
• Passionate fan of all things tech and media for 21+ years with companies like Yahoo! and AT&T. Currently delighted to be Director of Audience Targeting, 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 ;)
59