1. Using Social Media toEngage a Diverse Audience Presented by
Tyler Clark at The Sixth Annual Nonprofit Summit
2. The ProblemIn the moment The aftermath
3. Agenda Identify Develop personas to focus your message
Understand Where is your audience and why? Target Craft your
campaign to match
4. Develop personas representing the types of people you want
to connect to.Focus your message to align with their perspective.
Identify
5. Segment Define your segments Not every organization cares
about the same types of people Donors, Volunteers, Activists who do
you want to connect with?
6. Personas Within the segments, develop personas Start with 3
personas within your most desired segment Age? Gender? Family? Job?
Income? Education?
7. Profile #1
8. Profile #2
9. Profile #3
10. Go Deeper Start with demographics, but dont end there What
are their values and beliefs? What motivates them to share?
11. Determine where your audience is spending time and why.
Ensure you are focusing your efforts in the right places.
Understand
12. Reality Check Take the personas to your next board meeting
or membership committee Ask for feedback Ensure youre on the right
track
13. Rationale Based on what you know or project, why would they
care about your organization? What would they get from it?
14. Natural Habitat Where are they spending their time? Likely,
Facebook Possibly, LinkedIn for professionals Also, Twitter for
younger, more educated
15. What Are They Doing? Why do they use social media? To be
connected To gather information For entertainment For career &
business purposes
16. How To Find Out? Run a paper survey at your next local
event Ask some questions of your existing fans & followers
Create an online survey & send to email list
17. Craft your campaign to match what youve learned.Plan a
content calendar to ensure each message has maximum impact and a
consistent voice. Target
18. Plan Create a content calendar Plan 4 months out high level
Plan 4 weeks out detail Ensure your topics and audiences are all
addressed
19. Content-Based Strategy
20. Spread the Word Socially
21. Share Relevant 3rd-Party Links
22. Calls to Action Find the right voice for each audience
Align your appeal to their values
23. CorporateBecome a corporate sponsor for our annualdinner
& show your support for those in need.
24. ReligiousRemember Proverbs 22:9He who is generouswill be
blessed, for he gives some of his food tothe poor.
25. More aggressive?Proverbs 28:27He who gives to the poor
willnever want, but he who shuts his eyes will havemany
curses.
26. SocialitesThis years gala will have you swing dancing tothe
accompaniment of a national touring act!
27. Tips on Tone Be personable Self deprecating Avoid
polarizing Top Tens
28. Your ChallengeBy the end of the week, profile 10-12Facebook
fans, and group them into just 3personas.
