Presentation on theme: "SOCIAL MEDIA STRATEGY FOR THE HARRIED NON-PROFIT PROFESSIONAL DANNI EICKENHORST, MIDLAND DIVISION."— Presentation transcript:
SOCIAL MEDIA STRATEGY FOR THE HARRIED NON-PROFIT PROFESSIONAL DANNI EICKENHORST, MIDLAND DIVISION
@SalArmySTL Social Media Strategist – The Author’s Emporium & Salvation Army Midland Division In 6 months of serious social media strategy (and 6 months of passive), realized 2000% growth in followers, increase in Tree of Lights online giving of 70%. Led several successful online campaigns, including #CEREALDRIVE which raised $15,000 and 16 pallets of cereal in 4 days.
WHY GET SERIOUS ABOUT SOCIAL? According to the 2011 Social Media Marketing Industry Report, 78% of marketers saw increased website traffic with just six hours a week invested in social media. It’s a free medium. The next generation of donors will communicate primarily on social media. It is an easy way to build bonds with local businesses and to share your story. It can be harnessed to drive traffic to your website. It allows you to keep your donors & volunteers involved and invested. It’s fun.
WHERE TO BEGIN? What are your goals? Increased web traffic Increased exposure to a younger demographic Increased online donations Forums to tell your stories Easy way to mobilize and recruit donors & volunteers To inform your community about your work
WHERE TO BEGIN? What channels work best for The Salvation Army? YouTube Facebook Twitter Wordpress Blog Pinterest Google + ? *If you’re limited on time and resources, focus on these.
WHERE TO BEGIN? What resources can you commit to social media? Who will take this on? Can you realistically commit to content? Determine who will be your main spokesperson Values Message/Mission Personality Don’t let “the kid” be in charge of social media Choose an individual who has the ability and support to seek continuous education on SM trends and who can seek out SM strategy Social Media Club
CREATING COMPELLING CONTENT Rule of thumb on content: 2-3x weekly on Facebook 3-5x daily on Twitter 3-5x weekly on Pinterest 1-4x monthly on YouTube 1-2 blogs per week* When to post Varies by channel Generally Tues, Wed, Thurs, Sat 10 am to 6 pm What to post Stories – success stories, event coverage, volunteer profiles Videos & News Stories Infographics Conversational content
WHEN YOU’RE SHORT ON TIME/RESOURCES If you can do nothing else, commit to Facebook 2-3x/week and Twitter 3-5x/day Use Hootsuite to preschedule your tweets so they go out at various times, even when you’re not in the office. Set aside time each day to respond to tweets and comments Do a very brief report 1x monthly to measure your success – 1 hour tops Beg for stories/sermons pre-written by your corps officers Get managers from DHQ, corps officers or local supporters to guest blog.
MAKING CONTENT RELEVANT Know your audience “You can’t create a desire, but you can channel it.” Do you have a regional interest you can appeal to? Don’t have to be all TSA all the time. Don’t oversaturate the airwaves. Social media is a conversation. Represent all areas of service to appeal to followers with various interests.
COMMITMENT TO CONTENT Create and adhere to a content calendar Preschedule content Tweet live for higher influence levels Do you have a regional interest you can appeal to? Don’t have to be all TSA all the time Don’t oversaturate the airwaves Social media is a conversation
DISTRIBUTION OF CONTENT Website social media integration Patch.com Wordpress Blog (Subscribers – Followers) Social bookmarking sites Facebook Twitter Pinterest Local media outlets (if applicable) Employee billboard Personal FB page Personal Twitter Podcast channels – YouTube, iTunes Eblast?
BUILDING AN ONLINE NETWORK Influencers (STLIndex, Klout) People with an expressed interest Local volunteers Individual donors Companies with CSR initiative Don’t be afraid to ask for what you want – strategic asking. Provide opportunities for offline connections.
CREATING OPPORTUNITIES TO CONNECT IRL Tweet Ups - #TurkeyTweetUp, #TweetTheMostGood, #GarbageGala Corporate Events – i.e. Donut Day – Come out and see us and tweet a pic of your donut with #DonutDay Be visible by participating in professional and NPO networking events as a rep – PRSA, other NPO networking events (STL Foodbank, Moonrise) Participate in local Twitter chats (Andreea) Invite your influencers and advocates to play a role in your events (#GarbageGala, Patch.com - #DonutDay)
STRATEGIC SOCIAL CAMPAIGNS Don’t be afraid to ask for what you want – plan in advance with influencers when possible. Ask them to retweet, share and post on their own. (SMCSTL, Rizzo, Dana) #CEREALDRIVE Timeline
MULTI-CHANNEL CAMPAIGNS WITH SOCIAL AT THE CENTER A strategic multi-channel campaign can change the world, and I want to be woman behind the campaign that does. URM - $3.7 million in 34 days Potential Channels: Social Media – Plan it out – stories, infographics, hashtags, strategic promoters amongst influencers and donor companies. Twitter donation campaign. Media Partner – Ad campaign, telethon Video & Audio– YouTube and Podcasts: Figure out Podcast distribution, if content works with that medium. Mailing – URM did 2 in 30 days. E-Blast Rogue/Renegade Marketing Event or Multiple Events hosted by supporters Billboards Movie Theater Screen Ads Digital Ads/Print Ads Remarketing - Google
MAKING SOCIAL MEDIA A PART OF YOUR STRATEGIC FABRIC Incorporate SM in all that you do: Every event has a hashtag & all attendees are aware Every event has an online Evite Every newsletter is sharable on SM. Every mailer directs to SM signatures Encourage employees to post and promote on their personal pages. Do the same with yours.
MEASURING SUCCESS No easy ROI Conversation Friends v. Engagement Rank/Klout Events (Benefit events, strategic corporate sponsorships, doors opened) Allies (Vocal allies sharing and liking content) Subscribers
HOOTSUITE ANALYTICS Mentions by influencers Keyword mentions Comparing keywords Twitter sentiment FB Likes by demographic FB Per-Post Metrics FB Per-Post Top 10 GA: Twitter-to-web converstion GA: Traffic sources GA: Top Content