Current tools, tips, and social media platforms for nonprofits and organizations with limited budgets by Suzanne McDonald, Chief Content and Social Strategist at Designated Editor. Presented at AFPRI, Association of Fundraising Professionals.
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Web, Search Marketing, Social Media for Nonprofits by Suzanne McDonald Designated Editor
1. Maximizing Resources
Designated Editor
Speaking Series Making Web, Search
& Social Media
Work for You
Association of Fundraising
Professionals Rhode Island
Suzanne McDonald
Content & Social Strategist at Designated
Editor
@Sue_DesigEditor
2. suzanne’s experience
Social Media
Strategies professor
6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
www.designatededitor.com 2
4. who is your audience?
Who might be your best advocates?
What are their defining characteristics?
What are they looking for?
Are you using the right vocabulary?
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5. your target audience
Refine your
target audience
Tap into your Look at
analytics statistics
Use your Examine
keywords demographics
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12. your blog
Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Use an editorial calendar
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15. how easy is it to use your site?
‘Put your mom
in front of your site
and see if she can
figure it out’
− Tim Ash
Sitetuners.com
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16. Editorial
calendars Match info to
Content your SEO
creators
Resources
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20. Forrester’s social strategy
People
Learn your audience’s social activities and behaviors
Objectives
Decide what you want to accomplish
Strategy
Plan how your motives will change your relationship with your audience
Technology
Choose what social media platforms you want to use for your campaign
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29. Find a job
Discover clients
Searchable resume
Connect on a professional level
Overcome email blocks
Continue the conversations
Showcase your expertise
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30. LinkedIn: Nearly 2 billion people searches in 2010
http://www.simplyzesty.com/social-media/linkedin-2/essential-linkedin-stats-you-need-to-know/
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31. LinkedIn market research
Discover major companies withSearch
Categorize prospects withTags
Participate in Groups specific to your industry
Contribute your expertise withAnswers
Find and Connectwith key influencers
Host or attend an Event and share it
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32. QR codes
http://mashable.com/2011/07/23/creative-qr-codes/
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33. QR codes: Where are they used?
useful?
http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
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34. QR codes: How to make ’em
http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
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41. Thank you!
Designated Editor
Speaking Series Making Web, Search
& Social Media Work for you
Association of Fundraising
Professionals Rhode Island
Suzanne McDonald
Content & Social Strategist at Designated
Editor
@Sue_DesigEditor
Notas do Editor
2,000 years ago Fundamentals of communicationsHow do you know who to address on your website? Today is the day you can stop guessingMaster’s degree
Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
Tactics to help answer and refine these questions. In the scientific method, you test your hypothesis. Same here, so run some experiments, crunch some data
Your website and blogEmail newsletterSocial mediaBlogger relations & PRIn-person interactionsAdditional outreach platformsTying it all together
Your website and blog Email newsletterSocial media Blogger relations & PRIn-person interactions Additional outreach platforms Tying it all together
Background image: rock climbing vs
Be sure to have a conversion, such as a newsletter signup
Bring value: Discounts, deals, fun invitesContent: Enhance SEO, social engagementLeads and insights: Recommendations Explanations: Who you are, why engageInformation: Improve their lives Quick answers: Information ASAP
Editorial calendar should include: Holidays,Conferences Important dates/events that you’d like to get a post out ahead ofEmbed YouTube,Record your presentations,Review the books you’re reading,Schedule aheadBe sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar developmenthttp://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research
Does your site, if your target audience comprises people like your mom, speak to her?It’s OK to throwaway a site that’s not working – not the URL though
It all starts with peopleGoals: You can’t expect to gain anything if you don’t aim for itStrategy: Social media can be a big time suck. Are you wasting your time and your followers’ time? Editorial calendars help here and w goalsPlatforms: Go where you audience is!
Offer discounts & exclusives
Don’t forget about polls and Facebook Causes
Set daily or lifetime budget Set your run scheduleChoose CPC or CPM Fewer clicks = CPCBid higher than suggested Track your performance
What works & Your consumers vs. fans
#1 reason is for deals. Mentioned previously Groupon and social buying. Huge cost to the business. Why not reward your most loyal? http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
Connections: NIM, use Twitter to engage, test your audience
30% of users = 25-34 y.o 80% female $25-75K household incomemidwesterners more engaged than w other sm platformshttp://techcrunch.com/2012/03/14/this-is-everything-you-need-to-know-about-pinterest-infographic/
6 million LinkedIn members work in saleshttp://econsultancy.com/us/blog/7334-social-media-statistics-one-year-laterSays to me: great for prospecting!
Search and tagGroups – ConnectAnswersEvents
Suggested uses: Video clips, discounts, http://mashable.com/2011/07/23/creative-qr-codes/
Hootsuite: post to multiple accounts, see who connecting w/Bit.ly: How many clicks are you getting? How make your engagement betterEventbrite, reviews on Yelp and Google, SlideShare
Bit.ly see what works: Spike was asking social friends to mention my linkGardenGrants – customize, see a real phrase & curiousity
The more content you create, the feedback you get, the more data to crunch and better understand your audience.Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emergesGoogle Analytics: Map overlay, keywords, where they’re coming from
Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it.Next gathering a week from today at 41 North