Success Series: Social Media

Welcome! Anna Nelson, Irene Miller, & Tracy Carey

Agenda Craft Your Overall Strategy – Goals, audience, platforms, message Outline Your Social Media Plan – Determine pacing, create a calendar, outline Add Smart Social Tactics – Ideas and examples to strengthen your plan

CRAFT YOUR STRATEGY

Determine Your Goals & Audience Energize your current supporters to donate Reach new people so they learn, join as new supporter Who are you speaking to? What do you want them to do?

Determine Your Goals & Audience What’s important to them? Why do/would they support you? What are their interests? How do they use social media? (Do they?) How do they use your website? (Do they?) Current SupportersNew People

Who is your audience? Your online audience may differ from your typical donor audience.

Evaluate Current Social Platforms What platforms are working for you? How much effort can you put towards social media? If unsure, pick the social media outlet where the majority of your audience is and execute that single social media plan well.

Choose The Message(s) You Plan to Share on Social Media What should you share in social media for Centre Gives? – Be smart: align with your other efforts. – One core message can be very strong. Ideas: – What will the money support? – Special Centre Gives slogan, tagline or goal? – One key story or set of stories? – Try to make it about your issue/focus – not about you. Don’t be afraid to have fun

Your Message: On Social Media! Keep it simple & at-a-glance understandable. Use images. Consider a theme.

Create A Graphic or Theme Add a logo, your slogan, or your goal to an image If you promote ($$) on Facebook – keep text minimal!

Create A Graphic or Theme

Global Connections – 2015 Centre Gives Theme

Message: Graphic Demo

Your Website

Create a Place to Send Them When they click on your social media post…. where will they land? (hint: not just your main homepage!) Create a webpage or article for Centre Gives: – Your full message + details and images – Simple instructions with clear link to your CentreGives.org page

Other Website Opportunities Make sure website visitors see Centre Gives info Top News Story Front Page Image

Linking to CentreGives.org/npo/YOUR PAGE April 1, 2016 Deadline: Edit, Check Links, Photos (your page is LIVE now!)

Linking to YOUR website Ex. Link to Blog on YOUR website

OUTLINE YOUR PLAN

Planning: Two Key Concepts 1.Don’t wait until May! 2. Make it achievable. Centre Gives makes a lot of noise – share your message early! Don’t overcommit. Decide on 4 posts, or 40 posts – and stick to it.

Using an Editorial Calendar Tracks ownership, schedule and overall plan Schedule posts ahead – use tools

Draft Your Editorial Calendar

Incorporate into Master Spreadsheet Social Media is part of overall publicity Save yourself time - repurpose as appropriate

Build a Basic Plan – in 4 parts Build Interest Remind Create Action, Connection Thank

Build a Basic Plan – in 4 parts Build Interest Remind Create Action, Connection Thank article on your website CentreGives.org article on your website If you link…..

Build a Basic Plan Ideas: Share your goal Show/tell a story or why your cause matters Show/explain what was done with last year’s funds Share Centre Foundation’s posts Get partners involved Build Interest Remind

Build Interest Share a Goal Announce, link to site

Build a Basic Plan Remind Re-share goal Engage with fun

Build a Basic Plan Create Action, Connection Thank Ideas: Attention-grabbing images Countdown, progress updates Ask your supporters, volunteers, and partners to share Make it about them (and the cause), not you Video

Create Action, Connection Attention-grabbing imageProgress update, countdown

Thank Personal Video Plans for $$

ADD SMART TACTICS

Use #CentreGives Hashtag Add #CentreGives to all your Facebook and Twitter posts – Anyone who clicks the hashtag may see your post – Helps Centre Foundation to share!

Engage Supporters Personally ask volunteers, staff, and strong supporters to post content – and send it. Tag them in posts (use personal account on Facebook to comment) Remind all your supporters to share

Partner Up to Increase Momentum Can you help a complimentary partner nonprofit? What orgs might be willing to post on your behalf? “Like” or “favorite” everyone’s Centre Gives posts (use your nonprofit account)

Switch to use Facebook ‘as’ your Nonprofit Page

How to Toggle User on a Phone

Twitter-Specific Tips Heavy-up on the days of the event! Never forget hashtag Set aside time that week for conversation – Reply to #CentreGives tweets – Be a cheerleader for everyone – to as many tweets as you can

Consider Videos Videos get high visibility Need to be short – 30 seconds or less is best (short is required for Twitter!)

– Cut through the noise Appears in more newsfeeds (fans and non-fans) – Very inexpensive 10 – 40 cents per like, share, comment Promote Your Facebook Posts

– Limit location – Consider Age Interests Friends of Fans – But don’t make it too small! Promote Your Facebook Posts

– Good Reach Promoted Post Audiences – Too Narrow

Change your Facebook Page banner and your Twitter Icon for the week (or more): And… A Random Tactic

Think Strategically Opportunity for their full attention Most important content at the TOP

Planning Build Interest Create Action, Connection Thank article on your website CentreGives.org article on your website Where to link…..

Subject Line Sender Name Most Importantly….Visibility Stand out from the crowd – be wacky, mysterious, joyful, informal… GET THEIR ATTENTION

June 2015, Constant Contact 6% – 10% click through to a website Nonprofits average open rate 25% – 35% Be Realistic

Activity Break Subject Line Challenge

◦You cannot do it all ◦Think ahead, delegate ◦Find a cadence that fits your schedule – and stick with it ◦Use content patterns ◦Repurpose content ◦Lean on partnerships Time-Saving Tips

Thanks! And… Good luck!

Time to get to work on that #CentreGives social media plan! Let’s connect: Next Steps

APPENDIX

Steps for Editing & Posting an iPhone Video Within your iPhone camera roll, locate your movie and open the editing feature.

Steps for Editing & Posting an iPhone Video In iMovie, several edits can be made: – Trim length 30 sec. max for Twitter – Adjust color – Add title text – Add music Tips! * Don’t forget to save your work by hitting Done. * Also, be sure to use the edited version when you are ready to post it!

To post, open your Admin FB App, start composing a new post, and select Video. Steps for Editing & Posting an iPhone Video

Composing Your Post: Be sure to select the correct video Type a message Post it! Steps for Editing & Posting an iPhone Video