Harry Respass & Erica Woods
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Harry Respass & Erica Woods
Connecting Technical Volunteers with Nonprofits!
Tech Tutorial: Social MediaSlide2
Your Target Audience
Why we’re here
Understand what Social Media isBenefits of Social Media / StatisticsHow to Map Out Your Social Media StrategyMajor Social Media PlatformsBest Practices For Using Social MediaThe Good! What Really WorksNext Steps for Success & ActivityResources Questions
What Is Social Media?
Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)
Friendster, a social networking website, was opened to the public in the U.S. and grew to 3 million users in three months. AOL had 34 million members.
Reaching the Public Through Media
(First Known Use - 2004)Slide5
Benefits of Social Media
Increasing communication Inbound Marketing Intentional BrandingIncreasing your Community Footprint Recruiting, Engaging, Educating and Appreciating Volunteers, Sponsors, and other members of target audienceCapturing Ideas, Success Stories, etc. (crowdsourcing)Communicating Events, Information & News
Social media enables all your stakeholders to become “brand ambassadors!”Slide7
Social Media statistics
How to Map Out Your Social Media Strategy
Understand the different platformsWhich should you use? How will they connect to your audience?Define how/why social media can boost the companyWhat goals are you trying to obtain?Sales, signups, cost reduction, etc. Its ok to peek. See what your competitor is doing?Could be a good start or a bad one.
How to Map Out Your Social Media Strategy
Dedicate a resource to do the workThe more you have speaking about your product on your end, the better. (assistant, marketing company)Four eyes are better than one ImageTone of voice, update frequency, events, etc. Always post with images.Time Average reader spends less than 90 seconds on your site or post. Make it sweet and to the point.
Platforms – Channels
Blogging / Forums / RSS Feeds (WordPress, Blogger, Feedreader, etc.)MicroBlogs (Twitter, Wooxie)Video and Image Sharing (YouTube, Flickr, Pinterest)Social Networking (FaceBook, Google +, LinkedIn)Music and Entertainment Sites (Spotify, etc.)Location Based Services (Foursquare)
Platform #1: Facebook
Most visited website Groups vs. PagesPosting StrategyConnect With Friends and Family by sharing status updates, photos, etc. More than 160 million users in the US alone. FaceBook Page makes it easy to connect with your target audience. “Like Button” says they are interested in your product.
Facebook replaced Google as the #1 most
website on the internet (as of
Platform #2: Twitter
Search Engine + Communication Platform170 million active users; 400 million tweets a dayLargest age group = 35-49 Handles vs. Hashtags Character Restriction: 140 Best PracticesFollow to be Followed!Use link shorteners Make the most of your profile (add website, use hashtags, communicate your mission and why people should Follow)Create lists to keep contacts organized and keep track of VIPs
Platform #2: Twitter – Handles vs. Hashtags
A username is how you're identified on Twitter, and is always preceded immediately by the @ symbol. For instance, Katy Perry is @katyperry.A Hashtag is any word or phrase immediately preceded by the # symbol. When you click on a hashtag, you'll see other Tweets containing the same keyword or topic.
Platform #3: Instagram
Instagram is a fast, beautiful and fun way to share your life with friends and family.Take a picture or video, choose a filter to transform its look and feel, then post to Instagram — it's that easy. You can even share to Facebook, Twitter, Tumblr and more. It's a new way to see the world.Has the use of hashtags for easier searching. Have an event? Upload some photos and give it a name (i.e, #RavensParty). Have others do the same. It will fill up fast.
Platform #4: LinkedIn
175 million users #1 Networking site for Businesses and Professionals Company Page vs. Group Appropriate depending on age and professions of target audience
Platform #5: YouTube
Easy way to communicate through video and audio demonstrations. 2nd largest search engine in the world; 800 million unique users visit each month; lots of auto-sharing (sharing amongst other social networks)Compatible with all forms of social media. Easy to embed (to your website) and upload videos. YouTube SubscriptionsHave users subscribe to your page and become fans. Allow users to interact by using “like comment on videos and make suggestionsYouTube Channel Channels appear on YouTube more often and in more varied placements than ever before. Optimize your channel for placement in search, related channels, browse channels and the feed so you’ll engage current and potential subscribers across YouTube.
Your Own Personal Space
Post Your Videos Get Subscribers
Great Way to keep in touch with the publicSlide18
Share with Others
Number Of Hits
Pinterest Google+: 100 million users**Recommendation: Start with 1-2 platforms, get really good and have a “content sharing” strategy that’s realistic and maintainable! Don’t take on too much.**
Best practice #1 – quality profiles
Quality Pictures Communicates Purpose Who’s your target audience?Why should they follow/like you?Includes Website URLUse hashtags for Twitter profile
Best Practice #2 – Develop a content strategy
Use a platform where it’s easy to interactFocus on Quality over QuantityRe-post quality content from time to time Think through how you can use content to benefit, engage and appreciate users Schedule Posts & Tweets; Utilize tools for scheduling posts, other automation tasks, etc….
Use a news aggregator like Feedly to compile news feeds from a variety of online sources that you can customize and share with your audienceSlide22
Content Strategy (cont)
Best Practice #3 – Share concise, relevant, interesting and/or valuable information
Events, recognitions, news, new programs, impact or progress made (how funds are being used), volunteer or company spotlights, relevant quotesSpeak in terms of your organization (“We” or “Us”)Post things your viewers might actually like and share organically
Best practice #3 (cont)
Evaluate “reader friendliness” Avoid long blocks of text People will ‘Share’ short, concise and interesting posts without being requested to do soCapture attention in a couple seconds
Best Practice #4 – Engage & Respond
Engage & involve audience Propose topics, ask questions, fill-in-the-blanks, etc…Reply to your audience - respond to questions and comments; Facebook replies now allow you to reply to a specific comment, creating a sub-thread for the discussion of that particular postSend short welcome Direct Messages to new followers Thank people for their comments, re-tweets, etc….
“Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.” – Simon MainwaringSlide26
Best practice #5: Use Images & Hashtags
Integrate images into your social media strategies People are attracted towards images more than wall of textsA 60-40 ratio for images vs texts is a great start.Upload flyers as images
Best practice #5 (cont)
Hashtags 101Increase relevancy Searchable Use relevant hashtags in order to increase your visibility and enhance your online presenceTwitter and Google+ support hashtags Facebook recently implemented a searchable hashtag service
Best Practice #6: Post during prime times
Facebook – between 10 am and 4pm Monday thru ThursdayTwitter – between 1pm and 3pm Monday thru ThursdayLinkedIn – focus on posting before and after business hours, 7 am to 9 am and 5pm to 6pm Tuesday thru ThursdayGoogle+ – 9am to 11am on workdays
Best practice #7 & #8: ‘thank you’ & Impact
Demonstrate the impact Update on progressGive appreciation
Best practice #9: use a dashboard
Best practice #10 – Analyze & revisit strategy
Analyze strategiesWhat’s working?What type of content do people seem most interested in?Evaluate reports provided by platforms and/or social media dashboardUse additional tools to measure success
Twitter Weekly RecapSlide32
Next steps for success
Choose 1-2 platforms and learn more Develop Social Media strategy, including content and sharing strategy Create social media presence Get feedback & then improve presence based on channels Use a dashboard that will help you track everything (HootSuite.com) Get in habit of posting 2-3+ times a week Share Blogs, Articles, News, etc… via Social Media channelsEvaluate every 3 months
Link Shorteners & Analytics
Link Shortenershttps://goo.gl/http://ow.ly/https://bitly.com/Analytics – measures effectiveness of social media activity (i.e. posts, tweets, etc)https://www.gosquared.com/Google.com/analyticsTwinfluence.comKlout.comTwitalyzer http://www.socialbro.com/try/twitter-analytics***Dashboards, like Hoot Suite, provide analytics!***
http://oursocialtimes.com/resources/https://business.twitter.com/Best Times to Post: http://www.socialmediatoday.com/content/best-times-post-social-media-infographic LinkedIn Guide: http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspxBest Twitter Posts around Giving Tuesday: http://ht.ly/Fgjzx