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Digital Marketing 101 
Being social with social media 
May 15, 2014 
with
About TechSoup Canada 
We help nonprofits use 
technology to achieve 
their full potential. 
Register your organization today, to be eligible to request over 300 products from 25 donor partners! 
www.TechSoupCanada.ca/getting_started
Technology Donations Program 
Is my org eligible? 
a) Does your business number end in 
RR0001? 
b) Do you have a Letters Patent from Industry 
Canada? 
c) Are you incorporated as a not-for-profit 
corporation with your province? 
d) Are you a library? 
You may be eligible to get donations 
of…
We create and curate tech resources 
@techsoupcanad 
a 
facebook.com/ 
techsoupcanada 
feeds.feedburner.co 
m/ 
techsoupcanada
Tierney Smith 
Program Manager at TechSoup Canada 
@TierneyS 
About Me
Agenda 
Understanding social media 
Selecting a channel 
Using social media 
Measurement & evaluation 
Social media examples 
Q&A
Understanding Social Media
What are your goal(s) 
for social media?
Why is Social Media important? 
increased interest to 
attend an arts event 
through posts on social 
media 
attended an arts or 
cultural event due to 
posts on social media 
Social Media Plays a Major Role in Exposing New Audiences to Canadian Arts Organizations 
of Canadians (interested 
in arts & culture) use 
social media to connect 
with art organizations 
http://corporate.askingcanadians.com/social-media-plays-a-major-role-in-exposing-new-audiences-to-canadian-arts-organizations/
Before you adopt, understand the tool 
Common stages of social media adoption: 
 Peer pressure. “Everyone’s doing it, let’s do it too!” 
 Underestimating work. “Social media is easy. My nephew can do it. Set 
up a Facebook account and start tweeting!” 
 Overestimating results. “We have some fans and followers, but we 
haven’t gained new donors, members, volunteers, etc.– what gives?” 
 Disappointment. “This social media thing is a bust. It takes too much 
time and the return isn’t worth it.” 
Credit: Fenton 
http://www.fenton.com/resources/see-say-feel-do/
Social Media is … 
… Not a broadcast tool It’s more like a conversation
Social Media can be a lot of things 
Think of Social Media as: 
Community bulletin board. Info about 
performances 
Email. Answering questions about 
performances; building relationships with 
artists, other arts groups. 
Discussion board/public forum. Post-show 
discussions and engagement.
Social Media can be a lot of things 
Think of Social Media as: 
A guided museum tour. 
Interesting/funny/thought-provoking arts 
content, news, videos, etc. 
A form/online form. Mini-surveys on what 
artist/performance type you’d like to see 
next season.
Quick Reminders 
Assess. Online “listening” – who’s talking about you; the arts? 
Set Goals. What tangible outcomes do you hope to see? 
Target Audience. Who in your audience (or potential audience) 
is using social media? 
Define your voice. What is your organization’s personality? 
Build your Team. Who’s in charge of strategy & direction? Who 
will be handling the day-to-day tasks (tweeting, posting, 
pinning, etc.)?
Selecting Social Media Channels
What social media 
channels do you 
have a presence on? 
• Facebook 
• Twitter 
• LinkedIn 
• Tumblr 
• Pinterest 
• Other
Understand Your Channels & Tools 
Decide what channels to use and set goals 
Facebook 
Twitter 
LinkedIn, etc. 
More channels = more time & resources 
Plan for 2 hours / week / channel
Who’s using social media? 
2013 Canada Digital Future in Focus - comScore, Inc 
of Canadians use 
http://theexchangenetwork.ca/upload/docs/Canada's%20Digital%20Future%20in%20Focus%202013.pdf 
social media
With Facebook in the lead … 
of social media 
users are on 
Twitter 
of social media users 
are on LinkedIn 
of social media users 
are on Tumblr 
of social media 
users are on 
Pinterest
Who’s online*? 
Age 18-29 
Age 30-49 
Age 50- 
64 
Age 65+ 
9% 
1% 
15% 
13% 
5% 
45% 
14% 
3% 
24% 
9% 
60% 
24% 
5% 
27% 
19% 
79% 
27% 
13% 
31% 
84% 
The Demographics of Social Media Users – 2012 
http://www.pewinternet.org/files/old-media/Files/Reports/2 *out of total % of internet users in US 013/PIP_SocialMediaUsers.pdf
Guidelines & 
Best Practices 
Facebook 
 Ideal posts are 40 – 80 characters 
 Post photos over links (& use optimal sizes) 
 Individuals: Weekends, 12-7pm 
 Organizations: Weekdays, 1-4pm 
1. Profile picture easily 
recognizable by potential 
fans 
2. Engaging cover photo 
3. Short & sweet bio with 
links 
4. Optimize your profile 
picture/cover photo with 
links or more information 
5. Customize your app 
thumbnails 
5 
4 
3 
2 
1
Guidelines & 
Best Practices 
Twitter 
 Ideal tweets are 100 characters 
 Max. two #hashtags 
 Individuals: Midweek & weekends, noon & 6pm 
 Organizations: Weekdays, 1-3pm 
1. Recognizable profile 
picture 
2. Branded Twitter 
handle 
3. >160 character bio 
with URL & 
#hashtag to 
increase search 
ability 
4. Pinned tweet 
5. Visual & engaging 
cover photo 
4 
1 
3 
2 
5
Guidelines & 
Best Practices 
LinkedIn 
 Engage in groups (& be genuine!) 
 Post jobs & events to increase your SEO 
 Share valuable content (including offers) 
 Tuesday-Thursday, 7-9am & 5-6pm 
1. Recognizable profile 
picture 
2. Include a cover 
photo 
3. Short & sweet bio 
with links 
4. Have every 
employee, board 
member or volunteer 
on LinkedIn 
reference you – 
increase your reach 
4 
1 
2 
3
Guidelines & 
Best Practices 
Tumblr 
 Follow other blogs & like/reblog 
 Keep posts short – one image/video/text 
update 
 Use #hashtags to increase reach 
 7-10pm 
1. Choose a good, simple 
theme 
2. Short & sweet bio with 
links 
3. Know your post types 
(text, photo, quote, link, 
chat, audio & video) and 
keep it visually 
appealing 
1 
3 
2
Guidelines & 
Best Practices 
Pinterest 
 Pin good photos/images 
 Add quality descriptions & use #hashtags 
 Repin & follow other like-minded people 
Weekends, 2-4pm & 8pm-1am 
1. Easily recognizable 
profile picture 
2. Short & sweet bio with 
links 
3. Start with 5-10 pinboards 
with specific categories 
with min. 5 pins for each 
board 
1 
3 
2
Using Social Media
How to get followers & engagement? 
Content Marketing 
 It’s not all about you – keep your own 
content and services to a minimum 
 Participate in discussions and dialogues 
 Be timely with your responses 
 Focus on stories and engaging your 
supporters 
Lack time? Focus on one channel and deliver consistent content – be the go-to resource! 
Also, it’s not just about getting followers – think about your goal 
tip 
! 
YOUR CAUSE 
IS NOT 
YOUR STORY.
Puppets Up! 
Examples
If you were a fan of your 
own organization, what 
would it take to engage 
you? 
Something fun? 
Denny’s Diner Tumblr 
Something 
inspiring? 
charity:water Facebook 
Something useful? 
TechSoup Canada, 
Facebook
How often are you going to post, tweet, pin, etc.?
What content do you want to share and when?
Ideas for creating and curating content 
Use RSS feeders, follow 
Twitter lists and hashtags
How do you respond and interact with your community?
Articulate what is 
acceptable with a 
social media policy 
Resource: 
http://www.idealware.org/reports/nonprofit-social-media- 
policy-workbook
Share one idea for 
content you could 
post on social media.
Measure & Evaluate Social Media
Why measure? 
You need to know if it’s working (or not!) 
Contribute to your org’s mission 
Experiment & learn 
You need to prove to others that it’s working 
Leadership buy-in 
Funding
How do you measure success? 
Exposure Engagement 
Conversion 
SA 
YFEE 
L 
SE 
E 
D 
O Credit: Fenton 
http://www.fenton.com/resources/see-say-feel-do/
Example Metrics 
SEE 
 FB page likes & 
reach 
 TW followers 
 RSS or email 
subscriptions 
 Youtube views 
 Bit.ly clicks 
SAY 
 FB post likes & 
shares 
 Retweets 
 Email forwards 
 Repins & board 
followers 
FEE 
L 
 FB shares with 
message 
 Retweet with 
message 
 Comments 
 Online mentions 
DO 
 Donations 
 Advocacy actions 
 Event attendance 
 Membership 
 Volunteerism 
Credit: Fenton 
http://www.fenton.com/resources/see-say-feel-do/
Facts about measurement tools 
Some tools are really expensive. Also they can 
overwhelm you with data 
There are lots of free & low cost tools. Use them only if 
they measure the metrics you want 
At the end of the day, it all comes back to your 
spreadsheet
Let’s put this into practice
TechSoup Canada’s 5 Year Anniversary 
 Celebrate positive impact 
 Share our history 
 Engage members 
 Had an initial idea of a web-based timeline
Benchmark 
TechSoup Germany celebrated their anniversary recently: 
 Made a website 
 Held a contest 
 4 stories shared online
Goals: Encourage members to share stories (benchmark 
at 4), Member appreciation (aim for three posts), Tell a 
Friend (email campaign)
 Scheduling campaign activities & assigning roles
 Campaign marketing & promotion
 Encourage engagement with Twitter #WhatWoodYouDo 
 Easy for members to share stories on microsite
 Dashboards to measure & evaluate
TechSoup Canada’s 
5 Year Anniversary Campaign Results 
1 month campaign: 
520 visits/mth 
51 tweets/posts 
18 member stories 
Engagement lasted 
throughout the month 
… campaign success!
Resources 
 Tips for succeeding on Facebook 
 http://blog.bufferapp.com/facebook-reach-strategies 
 Ideas for social media engagement 
 http://www.bethkanter.org/squirrel-kiss 
 Idealware’s Nonprofit Social Media Decision Guide 
 http://idealware.org/reports/nonprofit-social-media-decision-guide 
 Idealware’s Nonprofit Social Media Policy Workbook 
 http://www.idealware.org/reports/nonprofit-social-media-policy-workbook
What is one next step 
you plan on taking 
after this webinar?
Questions? Comments? 
www.techsoupcanada.ca 
@techsoupcanada 
facebook.com/techsoupcanada

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Digital Marketing 101 for Arts Presenters: Being social with social media

  • 1. Digital Marketing 101 Being social with social media May 15, 2014 with
  • 2. About TechSoup Canada We help nonprofits use technology to achieve their full potential. Register your organization today, to be eligible to request over 300 products from 25 donor partners! www.TechSoupCanada.ca/getting_started
  • 3. Technology Donations Program Is my org eligible? a) Does your business number end in RR0001? b) Do you have a Letters Patent from Industry Canada? c) Are you incorporated as a not-for-profit corporation with your province? d) Are you a library? You may be eligible to get donations of…
  • 4. We create and curate tech resources @techsoupcanad a facebook.com/ techsoupcanada feeds.feedburner.co m/ techsoupcanada
  • 5. Tierney Smith Program Manager at TechSoup Canada @TierneyS About Me
  • 6. Agenda Understanding social media Selecting a channel Using social media Measurement & evaluation Social media examples Q&A
  • 8. What are your goal(s) for social media?
  • 9. Why is Social Media important? increased interest to attend an arts event through posts on social media attended an arts or cultural event due to posts on social media Social Media Plays a Major Role in Exposing New Audiences to Canadian Arts Organizations of Canadians (interested in arts & culture) use social media to connect with art organizations http://corporate.askingcanadians.com/social-media-plays-a-major-role-in-exposing-new-audiences-to-canadian-arts-organizations/
  • 10. Before you adopt, understand the tool Common stages of social media adoption:  Peer pressure. “Everyone’s doing it, let’s do it too!”  Underestimating work. “Social media is easy. My nephew can do it. Set up a Facebook account and start tweeting!”  Overestimating results. “We have some fans and followers, but we haven’t gained new donors, members, volunteers, etc.– what gives?”  Disappointment. “This social media thing is a bust. It takes too much time and the return isn’t worth it.” Credit: Fenton http://www.fenton.com/resources/see-say-feel-do/
  • 11. Social Media is … … Not a broadcast tool It’s more like a conversation
  • 12. Social Media can be a lot of things Think of Social Media as: Community bulletin board. Info about performances Email. Answering questions about performances; building relationships with artists, other arts groups. Discussion board/public forum. Post-show discussions and engagement.
  • 13. Social Media can be a lot of things Think of Social Media as: A guided museum tour. Interesting/funny/thought-provoking arts content, news, videos, etc. A form/online form. Mini-surveys on what artist/performance type you’d like to see next season.
  • 14. Quick Reminders Assess. Online “listening” – who’s talking about you; the arts? Set Goals. What tangible outcomes do you hope to see? Target Audience. Who in your audience (or potential audience) is using social media? Define your voice. What is your organization’s personality? Build your Team. Who’s in charge of strategy & direction? Who will be handling the day-to-day tasks (tweeting, posting, pinning, etc.)?
  • 16. What social media channels do you have a presence on? • Facebook • Twitter • LinkedIn • Tumblr • Pinterest • Other
  • 17. Understand Your Channels & Tools Decide what channels to use and set goals Facebook Twitter LinkedIn, etc. More channels = more time & resources Plan for 2 hours / week / channel
  • 18. Who’s using social media? 2013 Canada Digital Future in Focus - comScore, Inc of Canadians use http://theexchangenetwork.ca/upload/docs/Canada's%20Digital%20Future%20in%20Focus%202013.pdf social media
  • 19. With Facebook in the lead … of social media users are on Twitter of social media users are on LinkedIn of social media users are on Tumblr of social media users are on Pinterest
  • 20. Who’s online*? Age 18-29 Age 30-49 Age 50- 64 Age 65+ 9% 1% 15% 13% 5% 45% 14% 3% 24% 9% 60% 24% 5% 27% 19% 79% 27% 13% 31% 84% The Demographics of Social Media Users – 2012 http://www.pewinternet.org/files/old-media/Files/Reports/2 *out of total % of internet users in US 013/PIP_SocialMediaUsers.pdf
  • 21. Guidelines & Best Practices Facebook  Ideal posts are 40 – 80 characters  Post photos over links (& use optimal sizes)  Individuals: Weekends, 12-7pm  Organizations: Weekdays, 1-4pm 1. Profile picture easily recognizable by potential fans 2. Engaging cover photo 3. Short & sweet bio with links 4. Optimize your profile picture/cover photo with links or more information 5. Customize your app thumbnails 5 4 3 2 1
  • 22. Guidelines & Best Practices Twitter  Ideal tweets are 100 characters  Max. two #hashtags  Individuals: Midweek & weekends, noon & 6pm  Organizations: Weekdays, 1-3pm 1. Recognizable profile picture 2. Branded Twitter handle 3. >160 character bio with URL & #hashtag to increase search ability 4. Pinned tweet 5. Visual & engaging cover photo 4 1 3 2 5
  • 23. Guidelines & Best Practices LinkedIn  Engage in groups (& be genuine!)  Post jobs & events to increase your SEO  Share valuable content (including offers)  Tuesday-Thursday, 7-9am & 5-6pm 1. Recognizable profile picture 2. Include a cover photo 3. Short & sweet bio with links 4. Have every employee, board member or volunteer on LinkedIn reference you – increase your reach 4 1 2 3
  • 24. Guidelines & Best Practices Tumblr  Follow other blogs & like/reblog  Keep posts short – one image/video/text update  Use #hashtags to increase reach  7-10pm 1. Choose a good, simple theme 2. Short & sweet bio with links 3. Know your post types (text, photo, quote, link, chat, audio & video) and keep it visually appealing 1 3 2
  • 25. Guidelines & Best Practices Pinterest  Pin good photos/images  Add quality descriptions & use #hashtags  Repin & follow other like-minded people Weekends, 2-4pm & 8pm-1am 1. Easily recognizable profile picture 2. Short & sweet bio with links 3. Start with 5-10 pinboards with specific categories with min. 5 pins for each board 1 3 2
  • 27. How to get followers & engagement? Content Marketing  It’s not all about you – keep your own content and services to a minimum  Participate in discussions and dialogues  Be timely with your responses  Focus on stories and engaging your supporters Lack time? Focus on one channel and deliver consistent content – be the go-to resource! Also, it’s not just about getting followers – think about your goal tip ! YOUR CAUSE IS NOT YOUR STORY.
  • 29. If you were a fan of your own organization, what would it take to engage you? Something fun? Denny’s Diner Tumblr Something inspiring? charity:water Facebook Something useful? TechSoup Canada, Facebook
  • 30. How often are you going to post, tweet, pin, etc.?
  • 31. What content do you want to share and when?
  • 32. Ideas for creating and curating content Use RSS feeders, follow Twitter lists and hashtags
  • 33. How do you respond and interact with your community?
  • 34. Articulate what is acceptable with a social media policy Resource: http://www.idealware.org/reports/nonprofit-social-media- policy-workbook
  • 35. Share one idea for content you could post on social media.
  • 36. Measure & Evaluate Social Media
  • 37. Why measure? You need to know if it’s working (or not!) Contribute to your org’s mission Experiment & learn You need to prove to others that it’s working Leadership buy-in Funding
  • 38. How do you measure success? Exposure Engagement Conversion SA YFEE L SE E D O Credit: Fenton http://www.fenton.com/resources/see-say-feel-do/
  • 39. Example Metrics SEE  FB page likes & reach  TW followers  RSS or email subscriptions  Youtube views  Bit.ly clicks SAY  FB post likes & shares  Retweets  Email forwards  Repins & board followers FEE L  FB shares with message  Retweet with message  Comments  Online mentions DO  Donations  Advocacy actions  Event attendance  Membership  Volunteerism Credit: Fenton http://www.fenton.com/resources/see-say-feel-do/
  • 40. Facts about measurement tools Some tools are really expensive. Also they can overwhelm you with data There are lots of free & low cost tools. Use them only if they measure the metrics you want At the end of the day, it all comes back to your spreadsheet
  • 41. Let’s put this into practice
  • 42. TechSoup Canada’s 5 Year Anniversary  Celebrate positive impact  Share our history  Engage members  Had an initial idea of a web-based timeline
  • 43. Benchmark TechSoup Germany celebrated their anniversary recently:  Made a website  Held a contest  4 stories shared online
  • 44. Goals: Encourage members to share stories (benchmark at 4), Member appreciation (aim for three posts), Tell a Friend (email campaign)
  • 45.  Scheduling campaign activities & assigning roles
  • 46.  Campaign marketing & promotion
  • 47.  Encourage engagement with Twitter #WhatWoodYouDo  Easy for members to share stories on microsite
  • 48.  Dashboards to measure & evaluate
  • 49. TechSoup Canada’s 5 Year Anniversary Campaign Results 1 month campaign: 520 visits/mth 51 tweets/posts 18 member stories Engagement lasted throughout the month … campaign success!
  • 50. Resources  Tips for succeeding on Facebook  http://blog.bufferapp.com/facebook-reach-strategies  Ideas for social media engagement  http://www.bethkanter.org/squirrel-kiss  Idealware’s Nonprofit Social Media Decision Guide  http://idealware.org/reports/nonprofit-social-media-decision-guide  Idealware’s Nonprofit Social Media Policy Workbook  http://www.idealware.org/reports/nonprofit-social-media-policy-workbook
  • 51. What is one next step you plan on taking after this webinar?
  • 52. Questions? Comments? www.techsoupcanada.ca @techsoupcanada facebook.com/techsoupcanada

Notas do Editor

  1. *** add speaking notes for this section for Joyce ***
  2. People who like the arts like it all the time, not just a couple of times a year when they attend a performance! This is a way for them to stay connected to that side of themselves on an ongoing basis.
  3. Social media complements other channels like your website and email, but doesn’t replace them.
  4. Not just about promoting your shows! View this as a tool for building relationships. People will be more exposed to you over time and then more likely to buy tickets (though they may not see themselves as having done so *because* of social media)
  5. Add more to this bit Each channel is its own culture – it takes time to learn the language/ettiquette, meet the locals, etc. Don’t expect to barge in and find instant success
  6. Mention FB challenges – resource at the end
  7. Tumblr – one of the best ways to reach younger generations (it incorporate pretty much all elements of other social media tools). Very informal, fun and creative. Tumblr is not for press releases, not well-suited for corporate/business style marketing - A good example of this is Denny’s Diner (http://blog.dennys.com/)
  8. See about how much to talk about this section. -> Take the angle of “how to get great results on social media without it taking over your life” Link to IW’s social media booklet
  9. Promote others – e.g. Nicole promoting other businesses and festivals in Almonte. Idea of **reciprocity**
  10. As an arts org you have a lot of great content at your fingertips. E.g. behind the scenes.
  11. When you’re starting out, plan some stuff to make it less overwhelming, but also be spontaneous and responsive. As you get more comfortable with the channel, you won’t need to plan as much.
  12. *** add speaking notes for this section for Joyce ***
  13. Keep in mind not everything can be directly tracked. E.g. in the fundraising world, social media has proved bad for getting donations but great for keeping donors engaged in what is going on
  14. Nicole’s case study?