Leverage Your Influencers to Drive Social Media Engagement
Dr. Mark Drapeau - Social Media for Social Good
1. Social Media for Nonprofits
Dr. Mark Drapeau
Microsoft
@cheeky_geeky
2. THIS IS MY TALK
Strategic stuff Tactical stuff
• Inspirational • Twitter as a homepage
• Aspirational • What’s up with Pinterest?
• Perspirational • Long-form content
3. And now for a brief word from your Social
Media for Nonprofits National Presenting
Sponsor, the friendly Microsoft Corporation!
I know you’re going to hear a lot of tactical talks today, about retweets, fundraising, measuring return-on-investment, and more. Towards the end of my talk, I’ll discuss a few tactical things I’m interested in, but mostly I want to give people a more general sense of how I approach social media.
Social media is 20% about what you say, and 80% about what others say about you – so do something interesting that people want to talk about. Microsoft creates Geek 2 Chic charity shows that people talk about and share.
Luxury brands like Masarati are good at making customers or potential customers aspire to own their products. Similarly, nonprofits need to get creative at making potential advocates aspire to achieve a certain end state.
None of this stuff is as easy as it looks and there are no shortcuts. You need to practice and do a lot of trial and error. This won’t change. I have been consistently tweeting for four and a half years in the same format, with the same tone, and the same curation style. I owe it to my “fans.”
Twitter is more and more a media company.
Four nice examples of using Twitter’s new feature to design a nice landing page for the brand.
What does my Twitter profile say about me, me personality, my organization?
Compare style of pages, specific tweets, and pace of tweets (all of Mashable’s within the last hour, Gary’s over a few days).
This is what I did with Pinterest from the political conventions. Links point to our website or more technology-related information.
Here are three different nonprofit pinboards that all have different takes on being aspirational.
UNICEF has an interesting play on an “aspirational” pinboard. Links point to a fundraising site.
Publicyte is a very fancy blog where we can write long form things that matter and influence.
Patriotic.ly is essentially a very fancy discussion board, but it’s also very powerful social media.