Social Media Strategy
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Presentation on social media strategy for nonprofits
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Social Media Strategy
- 1. social media STRATEGY Chris Huebner Nonprofit Branding
- 2. The internet is littered with amazingly awful examples of failed social media campaigns
- 4. THE NEEDS OF A NONPROFIT FINANCIAL ADVOCACY
- 5. Social media can increase the ability to reach larger audiences
- 6. Social media provides new ways to: Share, collaborate and mobilize collective action (Greenberg and MacAulay, 2009)
- 7. “Social media facilitate education and information because they feature multitudes of friends or peers who act as socialization agents and provide vast product information and evaluations quickly” (Wang, Yu and Wei, p. 199, 2012)
- 8. Highly-targeted: Direct messaging to interested individuals
- 9. Word-of-mouth from peers and authenticity in communication from organization increases trust and perceived reliability by stakeholders (Henning-‐Thurau et al., 2004; Gilpin, 2009)
- 10. ALTRUISM: Social media offers the ability to publicly recognize the action of supporters and volunteers
- 11. ADOPTION TRIAL EVALUATION INTEREST AWARENESS The Marketing Funnel
- 12. SOCIAL MEDIA shrinks THIS FUNNEL
- 14. PURCHASE RESEARCH AWARENESS (SEARCH) (DISCOVER)
- 15. PURCHASE RESEARCH (RESEARCH) (ASK OTHERS) (SEE WHAT OTHERS ARE DOING) AWARENESS (SEARCH) (DISCOVER)
- 16. (CO-CREATE) PURCHASE (ADVOCATE) RESEARCH (RESEARCH) (ASK OTHERS) (SEE WHAT OTHERS ARE DOING) AWARENESS (SEARCH) (DISCOVER)
- 17. STRATEGY
- 18. Is a plan for obtaining a goal based on research with the benefit of social media tools.
- 19. Is a plan for obtaining a goal based on research with the benefit of social media tools.
- 20. Is a plan for obtaining a goal based on research with the benefit of social media tools.
- 21. Is a plan for obtaining a goal based on research with the benefit of social media tools.
- 22. Is a plan for obtaining a goal based on research with the benefit of social media tools.
- 23. ORGANIZATION’S GOAL RESEARCH STRATEGY
- 24. ORGANIZATION’S GOAL SPECIFIC MEASURABLE ACTIONABLE REALISTIC TIMELY
- 25. RESEARCH ThinkwithGoogle PEW Google Trends Social Listening Online Communities QUANTCAST Mindtalk.com
- 26. We use research to gain insight into the barriers and motivations of our target audience. These insights should spark the creative
- 27. STRATEGY
- 28. BUSINESS GOAL “We have become saturated with RESEARCH one-way advertising” STRATEGY Mark Pollard, Big Spaceship
- 29. ONE: Make it personal, customizable or give the ability to create something new.
- 30. TWO: Make it about them
- 32. FOUR: Create an incentive
- 33. NOW WHAT?
- 34. COMMUNICATIONS FRAMEWORK What media channels are they using? PHASE 1 PHASE 2 PHASE 3 MEDIA MEDIA MEDIA Adopted from Julian Cole hPp://www.slideshare.net/juliancole
- 36. WHAT I DID
- 38. BUSINESS GOAL RESEARCH STRATEGY
- 39. BUSINESS GOAL Increase sales by ____ percent Increase social media engagement by ______ Conducted social listening research on Van’s social media platforms RESEARCH Leverage the customization and remix culture exhibited by Van’s STRATEGYconsumers to create the worlds largest customized Vans collection
- 40. COMMUNICATIONS FRAMEWORK What media channels are they using? PHASE 1 PHASE 2 PHASE 3 MEDIA MEDIA MEDIA Adopted from Julian Cole hPp://www.slideshare.net/juliancole
- 41. THANK YOU!