Social Media for Non-Profits

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SOCIAL MEDIA FOR NON-PROFITS

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Shannon KinserAuthorized Local Expert, Constant ContactOwner, Bliss Marketing

shannon@outerbanksbliss.com

facebook.com/blissmarketingobx

linkedin.com/company/bliss-marketing---outer-banks

pinterest.com/ blissmarketing

© 2014

Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing

tools and free coaching.

Send personalized email newsletters and expand your audience with our list-building

tools.

Manage your events online: send invites,

create an event homepage, and

promote registration.

Turn fans into customers with coupons, downloads, and contest on Facebook

and get new likes and email sign-ups.

Reward loyal customers with shareable local deals

and capture contact info every time

you sell.

Get found by millions online and manage your business info across the web, all

from one place.

Transform your communications into conversations with online surveys and

polls.

Email Marketing EventSpot Social Campaigns SaveLocal SinglePlatform Online Survey

© 2014

agenda• why use social media?• what’s right for my organization?• what do I do next?

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Facebook LinkedIn InstagramTwitter Pinterest

why use social media?

Google+

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social media is the new word-of-mouth

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social media marketing

leads to…• new customers

• repeat business• referrals

Social Media Revolution

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social media endorsements = ROI

Source: Hubspot, January 2012

likelihood of purchase when referred by social media

more likely if not referred

more likely if referred

71%

7%

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© dennis nations 2011

concerns? you’re not alone…

social media looks really interesting, but… I’ll never have millions of customers…

using new marketing tools sound great, but…

I will never write thought leadership articles….

reading what’s being said sounds useful, but…I’ll never have a dedicated staff to do it right…

I hear about new tools and networks everyday, but…

I just don’t have the time to stay current…

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what you do have is powerful…loyal, happy customers

an excellent customer experience

interesting and important things to say!

© dennis nations 2011

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your contacts want to keep in touch, but on their terms

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add social icons to email campaigns to define your audience’s preferred channels

discover preferred channels

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Facebook LinkedIn InstagramTwitter Pinterest

what’s right for my organization?

Google+

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1,000,100,000active users

522,000,000daily users

why create abusiness page?

Source: Facebook

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tips for your business page

post relevant content: comments, photos, videos

use your page to help answer fan questions

have fun!

make settings public so customers and prospects can find you

use as an alternate landing page for your email

add an email signup form right on your Facebook page

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anatomy of a Facebook page1. cover photo

2. profile photo

3. about

4. apps/tabs

5. timeline

6. posts

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post + video = 100% more engagement

GOT PICS?

post + picture = 120% more engagement

post + photo album = 180% more engagement

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Source: Facebook, “Best Practices for your Page and media strategy” (March 2012)

38%

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how can Facebook help your organization?

drive traffic to your website

customer service

engagement reviews/word

of mouth

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not complicated marketing

speak

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288,000,000active users

88%follow at least one brand

should I be usingTwitter?

Source: Global Web Index (February 2013)

Source: TechCrunch (October 2012)

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tips forusing Twitter

share links to interesting content & ask for feedback

tweet a survey or poll

send direct messages (DMs)

retweet content from people you are following

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how can Twitter help your organization?

promote your products/services/events

share news coverage customer service build relationships through

retweeting and promoting others

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83%of B-2-B marketers are using LinkedIn

33% | 52%Nonprofits and Associations using LinkedIn

should I be usingLinkedIn?

Source: Content Marketing Institute (October 2012)

Source: Nonprofit Social Network Survey Report

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tips forusing LinkedIn

manage your professional contacts and relationships

find individuals you know in a professional capacity

promote your products and services

participate in discussions; recruit attendees to your events

invite people to join your mailing list

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how can LinkedIn help your organization?

inform about what you do share your expertise promote your

products/services build relationships

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10,400,000active users

21%of users purchased something they saw on Pinterest

should I be usingPinterest?

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Source: Customer Magnetism (May 2012)

Source: PriceGrabber (April 2012)

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tips forusing Pinterest

create a Pinterest business page

pin your content & link to your website

pin others’ content

share interesting images related to your business

ask people to share your pins

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how can Pinterest help your organization?

engagement customer research drive users to your

website

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who’s doing it right?

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100 millionmonthly active users

40 millionimages are uploaded every day

should I be usingInstagram?

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Source: Instagram

Source: WebHostingBuzz (March 2013)

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tips forusing Instagram

tell your story visually

photo types: beautiful imagery or humor

watch your frequency

account name should be the same as your Twitter handle

use hashtags

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how can Instagram help your organization?

engagement customer

service promotion

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who’s doing it right?

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343 millionmonthly active users

5 billion timesis how often the Google +1 button is used per day

should I be usingGoogle+?

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Source: GlobalWebIndex (February 2013)

Source: PRDaily.com,

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tips forusing Google+

share your posts publicly

organize your followers with circles

share strategically

try a hangout

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how can Google+ help your organization?

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SEO value visual showcase multimedia talk directly with

customers

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what do I do next?

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look professional complete your

business profile

brand your presence

add starter content

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look professional complete your

business profile

brand your presence

add starter content

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kickstart growth: use your email list announce your new

presence in your newsletter

include standard links in every email

include social media sign up icons in every email

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starter content information, tips, and practical advice

questions asked by your customers

links to:

− archived newsletters; event home and registration pages

− polls and surveys

− blogs (yours and others’); websites (yours, and others in your area of expertise)

− thought-provoking discussions that inspires dialogue

− relevant videos, photos, podcasts

− interesting content that you find

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make content shareable

use the Share Bar in your emails – make it easy for

readers to share on social media

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content reuse: Manchester Animal Shelter

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focus on the content: share knowledge so people care

trade useful information for attention

inspire trust by filtering the noise

social media “do”: be the expert

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social media “don’ts”what NOT to include in your Facebook, Twitter, and LinkedIn Updates.

don’t pitch.

don’t overtly self-promote.

don’t offer incentives to get reviews or sharing.

don’t stray from your areas of business into: personal information, politics, sports, religion, etc.

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address and encourage “positivity” positive comments are an

opportunity – spread the message

respond…say “thank you”!

answer questions

share comments through other marketing channels

consider rewarding “positive posters”

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turn negativity around… always reach out to the

customer.

let your network know that you are addressing the issue.

always seek to satisfy and delight, not defend.

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what should I monitor?

categories,topics,

keywords

similar companies

your brand

experts + influencers

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Hootsuitetools to manage + monitor

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NutshellMailtools to manage + monitor

reply from your inbox

track your insights

read fancomments

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Google Alertstools to manage + monitor

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brand new to social media?www.socialquickstarter.com

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next steps…

constantcontact.com » Resources » Learning Center

free social media webinars

constantcontact.com » Resources » Local Learning

Grow Your Business with Emailand Social Media workshop

call a coach at 855.825.0404 or me at 252.202.5468

any questions?