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
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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
Slide2Connie Helmlinger
, APR
Manager of Communications at the North Carolina Housing Finance Agency
Slide3Marketing Best Practices: Evergreen
Research/analysis of the situation
Planning
, goal/objective settingImplementationEvaluation
Slide4Research
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
Slide5Planning
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.
Slide6Implementation
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
Slide7Evaluation
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
Slide8Marketing 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
Slide9Outbound 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.
Slide10Inbound 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.
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.
Slide12Advocacy: 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.
Slide13Inbound 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.
Slide14Social 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
Slide15Key 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
Slide16MadisonFisler
Lewis
Communications Specialist at the North Carolina Housing Finance Agency
Slide17Slide18Measuring Success
Slide19Impact
Connections
Followers
Likes
Views
Blog Visits
Unique Visitors
Slide20Engagement
Clicks
Retweets
Mentions
Direct Messages
Comments
Ratings
Slide21Conversion
Registrations
Lead Generations
Phone Leads
Online Leads
Form Completions
Slide22Social 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
Slide23News 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
Slide24Successful Social Content
Interesting content
Non self-serving content
Provide opportunities for interactionBuild a social presence
Slide25Slide26Social Media Recommendations
Interactive content
Multimedia content
Acquisition campaigns Cater content to audience
Slide27Social 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
Slide28Key Takeaways
Utilize value-added content
Customize content to audiences and demographics
Provide consumers with fun, informative, and non-self-serving content
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