SOCIAL MEDIA SEMINAR

Susan Tenby

@suzboopsusantenby.com

Ploughshares Fund

Feb 2016

Director of Community and Partnerships, Caravan Studios

The Original Online Community Manager, TechSoup

Founder, The San Francisco Online Community Meetup (OCTribe)

Social Media Consultant

OBJECTIVES1. How to Curate and Create Content that People

Want to Share2. Become an influencer on Social Media as an

Individual and Organization, focusing on Twitter and LinkedIn

3. Cultivate and Convert Prospects to Fans to Donors with Social Media

4. Connect with Journalists Using Social Media

AGENDA1. Content

1. Content Mix2. Content and Best Practice on Facebook,

Instagram, Twitter, and LinkedIn3. Content Curation4. Content Creation

AGENDA2. Cultivation

1. Cultivate and Convert Advocates and Donors through Social Media and Online Fundraising

2. Identify Your Target Audience on LinkedIn, Twitter, and Facebook

3. Twitter: Tips, Growing Your Email List, Tweet Chats, Network Map

4. Converting a Tweet into a Lead5. Engaging Existing Donors6. Socializing Your Staff

CONTENT MIXCreate and Curate Awesome

Content

Make Your ContentDiscoverable and Enchanting

Popular Content RatiosAll ratios skew towards more about others, less about you.• 25-25-25-25

– 25% you (including UGC), 25% others, 25% news, 25% enchantment

• 5-3-2– 5 from others, 3 from you, 2 personal status

• 555+– 5 about you, 5 about others, 5 replies, + misc. posts

that add value like UGC• 30-60-10

– 30% owned, 60% curated, 10% promotional

Resource: https://blog.bufferapp.com/self-promotion-in-social-media

Content on FacebookMind the algorithm.

Types of Content• Sharing

– Posts from other Pages• Original

– Video– Photo(s) + link, photos

in Timeline, photos as Album

– Link, carousel– Event, notes, live video

Content on FacebookBest Practice• <40 characters• Native video• Sharing other posts and videos from Pages your

audience may already like/follow• Pay to play• Average lifespan is 6 hours• Frequency for the average, non-media Page is 1-2

times a day

A short, strong message, humanizing the issue

If it’s a blog postMake sure to tag orgs references

Make sure image is populated

Be wary of posts with photo + link

Web page is not optimized with Open Graph markup

www.developers.facebook.com/docs/sharing/webmasters

Make your content useful to others

Content on InstagramIt’s more acceptable in Instagram to make it all about you.

Types of Content• Reposts/Regram app• Stock/Free to edit images, layer with text

– Could bring awareness to millennials, encourage sharing• Original Images

– smartphone photography, professional photography– illustration

• Original 15 Second Videos (ads can be 60 sec)– stop motion, animation, slideshow of photos, still image with

audio, candid video, professional video

repost of user-generated smartphone photos

animation

professional photographillustration

No hashtags

No response to comment

Link in bio is sufficient

Content on InstagramBest Practice• Experiment with short- and long-form posts

– Amount of characters shortened before you have to click “view more.”

• Hashtags– Use max of 5 hashtags (allowed up to 30). You can

comment on the post with the hashtags instead of populating the caption with several hashtags.

– Research hashtags and vary them by popularity.

Content on InstagramBest Practice• Tag location and relevant people if any.• Change the link in bio away from homepage

depending on campaign or event.• When reposting, ask for permission and then

attribute in caption and/or show as watermark with a repost app.

• Ideal frequency is once a day.• Engage to grow your followers by searching for

hashtags on you and related to you. Like and comment on those posts.

Content on TwitterTypes of Content• original tweets, gifs, video (30 seconds)• RTs, retweet with comment, reply• Twitter Cards• Periscope, Vine

Content on TwitterBest Practice• One-on-one engagement• 1-3 hashtags • Be generous =• Tweets with images can get 150% more

engagement• Attribute by appending “via @source”• Life span of tweet is about 15 minutes• Ideal frequency is 3-5 tweets a day

Tweets get more engagement with…

• tweets with links get retweeted 86% more often.

• If you can keep the tweet under 100 characters, you’ll also get 17% more engagement.

• Images perform far better than videos• Create image-based quotes with your

logo, and then push them out on Twitter.

One hashtag

Attribution via @mention

Includes image. Website is optimized for Twitter.

No hashtags.

No retweets of other content.

No tweets of third-party content.

No signs of engagement through replies or comments.

Content on LinkedInBest for searching for connections to staff, volunteers, and board members.

Types of Content• Status Updates – no more than one every day,

maybe every 2 days• Blog Posts via Pulse

Top 10 Linkedin Fallacies

Your staff can help yr Linkedin Page

Via Lori Ruff, “The Linkedin Diva”

Content on LinkedIn Personal Profile• Improve your profile

– Profile picture – Summary– Education– Volunteer experience and causes– Detailed work experience for at least 3 recent positions– Skills

• Connect with Volunteers and Board Members• Post status updates

– Post at peak activity times– Lead with a catchy first line– Reciprocate

• Post blog posts

http://RockLinkedIn.com.• 15-20 minutes each day on routine tasks like

checking their inbox, accepting invitations and sending thank yous, engaging groups, scanning homepage (to like or comment on updates from their network) and connecting to a couple of people that they know.

• 15-20 minutes /3x week• For active lead generation campaigns, we

recommend a process that takes 30-60 minutes a day.

• http://itsmyurls.com/loriruff

Follow Linkedin Influencers and Channels that are relevant

https://www.linkedin.com/pulse/discover

Content Curation The Process• Content curation is sorting the web and sharing

meaningful content.• Curating content builds your online reputation as

a subject-matter expert in your niche.• How to curate content:

– Find: Aggregate content using RSS tools– Curate: Cherry-pick the best content– Share: Contextualize the content when sharing

Content Curation Tools and DashboardsComprehensive • NetvibesUser Friendly • Feedly

• Flipboard, Flipboard Topics

• Scoop.itGood for Twitter Lists • HootsuiteGood for Finding Popular Content

• Buzzsumo

Alerts on Your Organization, Staff, and Competitors

• Google Alerts• Mentions• Talkwater Alerts

Content Creation Characteristics

Media: text, photos, infographics, video, webinars, GIFsTone: humorous, enchanting, seriousLength: long, shortLife: evergreen, expiresLabor: high, low

Content Creation How to Use Images, Video, and Music without Infringing on Copyright• Create your own• Pay for them• Use websites offering content that is free to use,

modify, and distribute

Copyright-free images • search.creativecommons.org• morguefile.com• flickr.com/creativecommons/by-2.0

Stock Footage • openfootage.netRoyalty-free Audio Files • Youtube audio library

• audiojungle.netFree Infographic Tools • infogr.am

• piktochart.comFree, Easy Photo Editors • canva.com

• PabloAlmost-Free Video Editing Apps

• Clips• Stop motion

Content Creation Resources

CULTIVATIONNurture Advocates and Donors

Through Social Media

Present enchanting content. Build relationships online.

Then ask for money.

The Big Picture• Build a community.• Quality not quantity.• Be committed. It’s a marathon, not a sprint.

Prospects

Visitors

Subscribers/Followers

Super Fans

Donors

The Social Funnel

Crowdfunding Campaign• Strategize your campaign and set realistic goals.• Evaluate your audience (who and where).• Build your lists of fans and influencers.• Get commitment to donate from super fans.• Create easily shareable content and messaging.• Ask your super fans to share.• Measure your campaign’s KPIs (key performance

indicators).

LinkedIn For Fundraising & conversion• First, make sure your organization presence is

strong by posting updates.• What You Can Do:

– Find the right connections to build strategic partnerships– Target foundations and corporations to develop

meaningful relationships– Engage and manage existing donor relationships– Leverage your board’s relationships efficiently

• How You Can Do it:– Search to find the right contacts in LinkedIn– See how you’re connected and ask for an introduction

Identifying Your Target Audience on Twitter• Map the landscape

– Media / journalists / reporters / niche publications– Thought leaders– Peer Institutions– Advocates

• Create flattering Twitter lists for each segment• Find individuals and orgs in each segment using

tools and add them to the appropriate lists– Advanced Twitter Search– Socialbro: target new users and list influencers– Buzzsumo—good for journalists– Niche Tweet Chats—also good for journalists– Little Bird (paid tool)

Identifying Your Target Audience on Facebook• Facebook has powerful ad targeting.

– Demographics: Education, Ethnic Affinity, Financial, Generation, Home, Life Events, Parents, Politics (US), Relationship, Work

– Interest: Business and Industry, Entertainment, Family and relationships, Fitness and wellness, Food and drink, Hobbies and activities, Shopping and fashion, Sports and outdoors, Technology

– Behaviors: Automotive, B2B, Charitable donations, Digital activities, Expats, Financial, Job role, Media, Mobile Device User, Purchase Behavior, Residential profiles, Seasonal and events, Travel

– More Categories…• Facebook Custom Audiences allows you to upload

your own list, which Facebook will match with a user profile.

Twitter Tips• Carefully automate

– Don’t autofeed from other social media platforms– Use IFTTT to automatically add users to a Twitter list

• Optimize profile– Use pinned tweets and header images to your

advantage• Real time

– Live-tweet conferences and events– Join other events even if you’re not there

Twitter Tips• Hashtags function in 4 ways:

– Live conversations (e.g. #DemDebate)– Online community (e.g. #nptech, #NPMC)– Online conventions (e.g. #tbt, #ICYMI)– Asides (e.g. #smh, #sorrynotsorry)

• Segment, List, Monitor, Engage– For example with your segment of journalists, first

identify which hashtags journalists are tweeting on; then add them to a Twitter list, monitor their tweets, and continuously engage with them to develop a relationship.

Use Listening Dashboard to Monitor

Twitter Grow Your Email List with Lead Generation Twitter Cards• You can make these for

free. • Resource:

– https://moz.com/blog/how-to-set-up-use-twitter-lead-generation-cards-in-your-tweets-for-free

– https://business.twitter.com/solutions/lead-generation-card?lang=en&location=na

Twitter Grow Your Email List with Advocacy Campaigns• Advocacy campaigns collect email addresses and

potentially social profiles. You can attempt to convert petition signers into email list subscribers.

• Online Petition Tools: – changes.org– causes.com– credoaction.com

Twitter Grow Your Email List with Advocacy Campaigns• Promote the advocacy campaign

– on social media– through email using a strong story from a person

affiliated with your organization• The online petition platform may allow you to

email the petition signers. Provide a call to action to subscribe to your email list.

• Monitor social media for people who shared that they signed your petition. Engage and ask them to join your list.

Twitter The Power of Tweet Chats• Results from The Colbun School, a music

nonprofit educational organization’s first tweet chat– On average, they get about 85K impressions a month

with a modest ~3,000 followers.– During their first tweet chat, our hashtag received >1M

impressions over one hour.

Twitter The Power of Tweet Chats• Host a series, or participate as an org and/or an

individual• Programming a tweet chat

– Decide time and frequency (e.g. weekly, monthly)– What format? Open participation, panelists, or

AMA/AUA?– Set topic and 5-6 questions with 10 minutes between to

leave room for conversation amongst participants.– Stage at least 1 panelist, who is influential on Twitter.

Twitter The Power of Tweet Chats• Promote the tweet chat

– Have a how-to doc prepared.– Ask participants to share. Personal asks as favors help.– Register the tweet chat in twubs and other directories.– Find a similar tweet chat and ask those participants to

join your own.– Identify Twitter users in your community who would be

interested and ask them.– Tweet it out on your own accounts starting two weeks

prior.

Twitter The Power of Tweet Chats• Participating in a tweet chat

– Find a tweet chat. There are directories (like TweetReports.com) that list tweet chats in every imaginable niche.

– During the chat, host will tweet out questions Q1, Q2, etc. and participants will reply to questions with A1, A2, etc.

• Tools– For chatting: Twubs, Tweetdeck– For analytics on your tweetchat hashtag: Tweet Reach,

Keyhole

Twitter Network MapThe graph represents a network of 135 Twitter users whose recent tweets contained "plough_shares OR "Ploughshares Fund", or who were replied to or mentioned in those tweets.

The graph represents a network of 274 Twitter users whose recent tweets contained "nonproliferation", or who were replied to or mentioned in those tweets

Twitter Network Map

Twitter Network MapTop Domains in Tweet in Entire Graph:

[43] huffingtonpost.com [16] ploughshares.org [9] twitter.com [7] acls.org [6] nytimes.com [4] list-manage.com [4] pri.org [4] reuters.com [4] astanatimes.com [4] startribune.com

Top Domains in Tweet in Entire Graph:

[68] cfr.org [26] nonproliferation.org [19] augusta.com [19] armscontrol.org [18] twitter.com [16] google.com [9]theamericanconservative.com [8] miis.edu [6] csis.org [6] worldpoliticsreview.com

Twitter Network MapTop Hashtags in Tweet in Entire Graph:

[20] ted2016 [13] nuclear [11] ctbt20 [11] security [11] climate [9] nuclearweapons [7] publicfellows [6] beyondthebomb [6] sci [6] policy

Top Hashtags in Tweet in Entire Graph:

[37] nonproliferation [14] nuclear [14] cybersecurity [14] ctbt [7] bioweapons [7] safeguards [6] myanmar [6] moxproject [5] nnsa [4] irandeal

Convert a Tweet into a Lead• Use these tactics for making strategic

connections to potential donors and journalists.• Remember the importance of content and

community.• Establish credibility by sharing high-quality

content using hashtags used in your issue area.• Use Hashtagify.me to research hashtags.

Both are good: But both could add one additional element

Provide attribution to journal

Use #INFTreaty

Convert a Tweet into a Lead1. Identify influencers in your network and issue

area by using tools like Little Bird and Buzzsumo.2. Be diligent about engaging with your influencers

over a period of time, so you stay top of mind.3. Get their attention in 9 different ways.

Convert a Tweet into a Lead1. Follow them.2. Engage with their

tweets by replying, commenting, retweeting, or favoriting.

3. Favorite positive tweets from other users by searching for their handle in native Twitter.

Convert a Tweet into a Lead4. Share their long-form

content.– Visit their blog,

YouTube, Slideshare, or find recent news on them.

– Tweet it out with an @mention.

Convert a Tweet into a Lead5. Scroll through their

Twitter feed.– Are they running a

campaign? Give them a shout-out.

– Are they participating in or hosting tweet chats? Join them.

– If they’re live tweeting, retweet and engage with their content in real time.

Convert a Tweet into a Lead6. Add them to a

flattering Twitter list.7. Subscribe to their

Twitter lists.

Convert a Tweet into a Lead8. Once you’ve gotten

their attention via a follow-back, send them a DM to get their email address.

9. Double-up through LinkedIn InMail.

Always make sure yr site is optimized

• Social Sharing Musts:

• / via @accountname

• Shortened links

Make a clear path to follow/share

• Could be confusing• Share buttons are

duplicated• Account buttons

are small and hidden

• The intent to RT button and the button to L of it are the same

Existing Donors• Social CRM

– It’s hard to find a good one.– Options: NationBuilder, Commun.it, Mobilize.io– Ensure you are talking to ppl on best channel and track

interactions

• Donor Insight Software– Use a service like Wedid.it to obtain social data on

contacts in your database.– Connect and engage with your contacts on Twitter.– Tools like Socialbro make it easy to automate.

Socializing Your Staff• Staff Insta-Meets• Trainings• Newsletter to Highlight Social Posts by Staff• Leaderboard to encourage staff sharing (via

trackable links)• Link Social Accounts on Email Signature Line• Mention @OrgName in Bios of Staff Social

Accounts

Cultivating Journalists List Building for Non-Traditional Media• Method 1:

Scrape sites that rank blogs by categories for URLs.– Step 1: Download the Scraper Chrome Extension– Step 2: Go to a blog ranking website like Alltop– Step 3: Right click on one of the sites in red and click the

scraper tool– Step 4: Export to Google Docs– Step 5: Repeat with another site– Step 6: Scrub the list

Cultivating Journalists List Building for Non-Traditional Media• Method 2:

Scrape results from the Google News API– Step 1: Go to http://press.customerdevlabs.com/– Step 2: Search for news related to your organization– Step 3: Download the results– Step 4: Upload them to M-Turk to find email addresses

Resource: http://customerdevlabs.com/2013/09/24/google-news-api-mturk-press/

Run those blogs through Alltop and Social Bro to find influential jounalists

Cultivating Journalists The Essentials Recap• Develop social credibility

– Become a subject-matter influencer on Twitter

• Make strategic connections – Identify journalist, non-traditional bloggers, and

influencers– Connect and engage with your target list on Twitter– Do direct asks through Twitter DMs

• Be generous on social media– Support the journalist by engaging with and sharing

their content

Q&A