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If you live in or have visited almost any major city, chances are you’ve seen the lines around the block for one of the many food trucks serving the hungry masses tasty lobster rolls, Vietnamese inspired tacos, or delicious cupcakes. But beyond filling our bellies, these new businesses have become marketing masters, utilizing social media and other tools to bringing new customers to their businesses. Nonprofits can learn a thing or two from these food trucks. We take a look “under the hood” to uncover the secrets of their explosive success through masterful grassroots marketing, a collaborative spirit and a laser focus on their brand. Presented by Carie Lewis and Erin Shy.
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Six Social Media and
Marketing Tactics
Nonprofits Can Learn from
Food Trucks
Introductions
Carie Lewis
Deputy Director, Online Communications The Humane Society of the United States @cariegrls @HumaneSociety
Erin Shy
Sr. Director Product Management and Product Marketing Sage Nonprofit @erinshy
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How did Food Trucks emerge? #apffoodtruck
How did Food Trucks emerge? #apffoodtruck
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Photo post: Sam 31,600 likes 8,000 shares 3,000 comments $5,000 raised
Video post: Billy 9,500 likes 4,400 shares 1,000 comments $2,000 raised
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What to test: Email • Subject line text • Use of multimedia: video vs. photo • Full article vs. teaser
Facebook • Post length • Multimedia type / post type • Questions vs. statements • Time of day
Donation forms • Donation amounts • Button color • Images • Single vs. multipage
Tested our DRTV Form, long form won
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https://www.youtube.com/watch?feature=player_detailpage&v=tXSCP84QgS4
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Seabirds http://www.youtube.com/watch?v=3DxGWI1S59U World Wildlife Fund http://www.thedailydogooder.com/2013/01/28/national-sweater-day-2013/
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Bringing your pets to work is such a HUGE part of our organization’s culture. We create our own memes!
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Branded donation page
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http://www.youtube.com/watch?feature=player_detailpage&v=ewVnNBx5DdU#t=49s
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You HAVE to be where people are – and make it as easy as possible. We found our members are not on Twitter, but they talk about us there. Our members are on Facebook. 25% of our web traffic is from mobile devices
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Push your message – but make it about them. If you look at our Twitter feed, it’s mostly @ replies. LISTEN and find out what they like/want/need.
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Participating in charity contests are fun – but it’s an incredible resource investment. Make sure the payoff is worth it! In the end, make sure you close the loop.
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Be opportunistic, nimble, and use social media in particular for time-sensitive events
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Summary
1. Focus on a niche
2. Manage risks and tests concepts
3. Define your brand and personality
4. Go to your customers, be fundamentally mobile
5. Push your message through social media
6. Collaborate with the competition
7. Create a sense of urgency
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Carie Lewis
Deputy Director, Online Communications The Humane Society of the United States @cariegrls
Erin Shy
Sr. Director Product Management and Product Marketing Sage Nonprofit @erinshy
#apffoodtruck
