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Social Media in Marketing and Advocacy Social Media in Marketing and Advocacy

Social Media in Marketing and Advocacy - PowerPoint Presentation

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Social Media in Marketing and Advocacy - PPT Presentation

Connie Helmlinger APR Manager of Communications NCHFA Madison Fisler Lewis Communications Specialist NCHFA Ruthie Dent VP of Marketing and Special Projects Fayetteville Area Habitat for Humanity ID: 781767

content marketing media social marketing content social media adults audience inbound people research housing advocacy messages publics users news

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Presentation Transcript

Slide1

Social Media in Marketing and Advocacy

Connie Helmlinger

, APR, Manager of Communications, NCHFA

Madison

Fisler

Lewis

, Communications Specialist, NCHFA

Ruthie Dent

, VP of Marketing and Special Projects

Fayetteville Area Habitat for Humanity

Slide2

Connie Helmlinger

, APR

Manager of Communications at the North Carolina Housing Finance Agency

Slide3

Marketing Best Practices: Evergreen

Research/analysis of the situation

Planning

, goal/objective settingImplementationEvaluation

Slide4

Research

Research

helps define the problem and

target audiences.

WHO

do we want to reach?

WHAT

do we want them to DO

?

Increase knowledge?

Change opinions?

Encourage desired behavior

?

WHAT

messages do we want to communicate to each public

Research

considerations:

available

resources,

data

collection

tools, sample

size,

time

Slide5

Planning

Goals

:

long-term, broad, global, future statements of “being.”

Target audience

Objectives

:

Short-term

.

WHAT

opinion, attitude or behavior you want to achieve from

target audience

How

much change you want to achieve from each

public,

When

you want to achieve that change.

SMART

Output, Process, Outcome

Strategies:

Roadmap

to

reach your

objectives.

Tactics/tools:

Specific

elements of a strategy or tools for accomplishing a strategy

. People need to hear something an average of 8 times.

Slide6

Implementation

Actions

the organization is taking as part of the plan.

Messages sent through each communication channel.Timetables, budget allocations, accountabilities

Number

of people reached in each key

audience

Slide7

Evaluation

Effectiveness

of the program

measured against objectives. Determine how members of each audience interpreted/acted on messages

Identify

ways to

improve

Adjust plan

, materials, messages and activities

Collect data

for use in research phase of next

program

Slide8

Marketing Best Practices: 2016

Inbound marketing should be your first step—how do I attract people?

All marketing is advocacy marketing

No longer just “what’s in it for me?”—also “what’s in it for the world?”

Engagement vs. sales—creating a relationship

Social media—It’s not going away

Slide9

Outbound vs. Inbound Marketing

45% of direct mail never gets opened

200

million people are on the national Do Not Call Registry 85% of people fast forward through commercials

84% of 25­–35 year-olds are likely to click off a website

Marketers today spend 90% of their efforts on

outbound

marketing and 10% on inbound marketing.

Slide10

Inbound Marketing

Creating

quality content that pulls people towards your

organizationIdentify

your target audience and learn all you can about

them

YOU align the content with your customer’s

interest

The right content will be shared

Increasing your reach

Increasing awareness

Increasing trust

Educate your audience to build your brand.

Slide11

Marketing and Advocacy

All-issue

publics

are active on all issues.Apathetic publics

are

inattentive and inactive on all issues.

Single-issue

publics

are

active on a limited number of issues.

Hot-issue

publics

respond

and become active after being exposed to an issue

.

Influencing public opinion requires different tactics for different types of publics.

Slide12

Advocacy: What Are You Trying to Change?

Opinions: This development will hurt community…This development looks really nice

Attitudes: Affordable housing brings “those people” to my community…affordable housing has helped hard-working, deserving people in my community

Beliefs: I don’t believe affordable housing has any benefits…I think affordable housing has its place

Values: All taxes are bad…Some tax dollars benefit community

These are progressively harder to shift.

Slide13

Inbound Marketing’s Foundation: Social Media

Social media is a marketing tactic – it is part of an overall marketing plan

Influen

ce marketing--more effective than advertising

Disproportionally influences market behavior

Constantly evolving technologies and platforms

Real-time 24/7—needs to be watched closely and responsive

Maximize positive, minimize damage

Organizations must be accessible to

succeed—authenticity of primary importance

Social media is the game-changer in advocacy.

Slide14

Social Media vs. Traditional Marketing

Social

Media (Inbound)

Two-way conversation

Open system

Transparent

One-on-one marketing

About you

Brand and User-generated Content

Authentic content

Free

platform

Metric: Engagement

Unstructured

communication

Real-time

creation

Informal

language

Active

involvement

Traditional

Marketing (Outbound)

One-way conversation

Closed system

Opaque

Mass marketing

About

me

Professional content

Polished content

Paid platform

Metric: Reach/ frequency

Controlled

communication

Pre-produced/ scheduled

Formal

language

Passive

involvement

Slide15

Key Takeaways

Don’t forget evergreen best practices: Research, Planning, Implementation, Evaluation

Focus more on inbound marketing but don’t neglect outbound

Remember marketing is about building relationshipsUse social media as a low-cost basis for advocacy

Slide16

MadisonFisler

Lewis

Communications Specialist at the North Carolina Housing Finance Agency

Slide17

Slide18

Measuring Success

Slide19

Impact

Connections

Followers

Likes

Views

Blog Visits

Unique Visitors

Slide20

Engagement

Clicks

Retweets

Mentions

Direct Messages

Comments

Ratings

Slide21

Conversion

Registrations

Lead Generations

Phone Leads

Online Leads

Form Completions

Slide22

Social Media Demographic Groups

Facebook:

87% of adults 18-29

73% of adults 30-4963% of adults 50-6456% of adults 65+

Increased use among seniors, more women than men

Twitter:

37% of adults 18-29

25% of adults 30-49

12% of adults 50-64

10% of adults 65+

Particularly popular among those under age 50 and college-educated demographic

LinkedIn:

23% of adults 18-29

31% of adults 30-49

30% of adults 50-64

21% of adults 65+

College graduates dominate demographics

Slide23

News and Social Media

In 2013, 52% of Twitter users and 47% of Facebook users used social media platforms to get their news

Last year, those numbers rose to 67% for both

News from social media networks allows users to keep up with news events in real timeFacebook users are more likely to respond to content, and Twitter users are more likely to follow and keep up with particular news organizations

Slide24

Successful Social Content

Interesting content

Non self-serving content

Provide opportunities for interactionBuild a social presence

Slide25

Slide26

Social Media Recommendations

Interactive content

Multimedia content

Acquisition campaigns Cater content to audience

Slide27

Social Media and Content Marketing

Use social media to promote your content

Let social media platforms become your sounding board

Content should follow the 1:3 ruleTest certain types of posts and content to see what works for your audience

Slide28

Key Takeaways

Utilize value-added content

Customize content to audiences and demographics

Provide consumers with fun, informative, and non-self-serving content

Slide29

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