Social Media for Social Good 2014:

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Social Media for Social Good 2014: Content to Inspire Action Amy Neumann Director SEO/SEM/SMO Northeast Ohio Media Group August 7 , 2014

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Social Media 2014 What is the current social media landscape? Why does social media matter for nonprofits? Who, what, when, where, why and how: What content makes sense? Facebook Twitter Pinterest Google Plus YouTube Other Sites and Resources http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/

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What is the Current Social Media Landscape?

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“Social Media” Social media = people. Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere. Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow. How does your strategy fit into the humanness of marketing?

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[Make People Feel Like They Do Watching This.] https://www.youtube.com/watch?v=RP4abiHdQpc

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Highlights -201 4 Social Media Users Facebook: 1.19 BILLION (800 mm mobile) YouTube: 1 Billion+ Twitter: 560 million + Google Plus: 400 million + LinkedIn: 240 million + Instagram ( 150 mm; owned by Facebook) Pinterest (70 mm) 6 BILLION+ mobile devices globally http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243

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Visibility & Connectivity at All Times We “Share This” We talk about what we like (or don’t like) We are mobile

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People You and Your Organization What do they see? Is your expertise, mission, and compassion showing? Social Media helps make sure it is.

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Social Media Increases “Serendipity” “If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy (good summary of Social Media)

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Social Media Landscape Right Now Social media is the new “Word of Mouth” Things are discovered, reviewed, shared and recommended in real time Credibility is developed by being visible as an expert Familiarity and trust are created through ongoing interaction, in many places, many ways Customer service is greatly enhanced by the ability to immediately interact and connect Nonprofits are expected to be on social media and to present unique, exclusive content

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Content Marketing Defined:

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* Source – 2014 B2B Content Marketing Trends, North America 82% - Brand Awareness 74% - Lead Generation 71% - Customer Acq. 68% - Thought Leadership 64% - Engagement 57% - Website Traffic 57% - Retention/Loyalty 47% - Lead Nurturing/Sales Content Marketing Goals

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Conversational and Other-Focused Remember the “social” piece – the more interactive, the more results Try to keep the conversation 80-90% about THEM and only 10-20% about your organization Sharing content that is helpful and useful to people who might buy your product will drive connections

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10 Questions to Ask: Social Media Strategy What’s our main goal behind social media? Who should set up, maintain our social media? Should we be on all the big social media platforms? Which social media is best for my organization? How often should we do updates? What type of content should we post on each network? Should we use social media for customer service? How can we convert social media followers into advocates? How can we measure effectiveness/success? What are the biggest mistakes to avoid? Adapted from http://www.entrepreneur.com/article/228324

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It’s Art + Science

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Facebook: It’s Personal Entertainment focus Photos increase engagement by 84%+ Appeal broadly to human interests Contests and promotions do well* Updates do not need to be about your organization Show your personality *Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php

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Charity: Water: http://facebook.com/charitywater

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20 NEOMG Facebook post types examples

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NEOMG Facebook post types examples 21

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Twitter: @Claire’s Definition of “Tweet”

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It’s Easy to Start http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

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Twitter: Proactively Find Advocates [ https://twitter.com/search-advanced]

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Pinterest “Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/

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YouTube (Owned by Google): Get Campaigns, Events, Testimonials, and Educational Messages in Front of Advocates/ Donors/ Volunteers http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/ YouTube offers additional perks tailored to nonprofit needs, such as: Donate button – users/viewers can donate right from the video. Great for fundraising! Call- to-action Overlays – quick and easy links back to your website Live streaming Video annotations http://thirdsectortoday.com/2014/04/10/how-to-use-youtube-to-tell-your-nonprofits-story/

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Blendtec – Getting Creative with a Non-Creative Topic http://www.youtube.com/user/Blendtec

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32 Union Rescue Mission, Los Angeles URM.org

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LinkedIn: Brilliant for Networking Connect with local influences, advocates Be discoverable Keep your profile updated: Professional photo Current title and organization Succinct Summary including keywords Complete history allows for faster networking Add causes and volunteer work Join relevant Groups and interact

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Instagram: Younger Demo, Owned by Facebook

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Google Plus Jump in now! 500 million people have joined Marketing is now focusing on G+ for 2014 and beyond Increasingly important from a local, social signal, and (SEO) search perspective . G+ already affects SEO – especially locally – in a major way Claim your Google Plus (formerly Google Places) Page http://www.google.com/+/business/get-started.html

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Metrics and Measuring Use a platform like Hootsuite (or Buffer App, Sprout Social, Engagor, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built in: ow.ly, or try bit.ly or similar) – these track clicks on links so you can determine which articles perform best Monitor keywords like business name, products, and #hashtags in your industry

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Recommended Resources http://www.socialmediaexaminer.com http://socialmediatoday.com/ http://mashable.com http://techcrunch.com http://www.reelseo.com/ http://www.socialbrite.org/sharing-center/tutorials/ http://mashable.com/guidebook/twitter/ http://help.linkedin.com/app/answers/detail/a_id/530 http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm http://support.google.com/plus/?hl=en https://business.twitter.com/success-stories https://www.facebook.com/business/success http://business.pinterest.com/success-stories/ http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/ https://business.twitter.com/success-stories

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Summary A majority of Americans use Social Media SM can proactively leverage great content to create a new stream of advocates, donors, volunteers Top SM sites to grow and maintain a passionate base are: Twitter Facebook LinkedIn YouTube Google Plus Pinterest Instagram

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Questions? This presentation can be downloaded at http://slideshare.net/amyneumann

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Amy Neumann Director Search & Social Passionate fan of all things tech and media for 20+ years with companies like Yahoo! and AT&T. Currently delighted to be at Northeast Ohio Media Group (NEOMG) doing everything Search & Social Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011 Let’s connect! Just Google me ;)