Social media for social good, including insights and best practices on Facebook, Twitter, Pinterest, Instagram, YouTube, LinkedIn and Google Plus. Delivered to the national Mission Resource Alliance conference in Orlando, Florida on February 25, 2015 by Amy Neumann.

1. Social Media for
Social Good 2015
Mission Resource Alliance
Orlando, Florida
February 25-26, 2015
Amy Neumann
http://goodplustech.com
1

2. Social Media 2015
• What is the current social media landscape?
• Why does social media matter for business?
• 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/
2

3. What is the Current Social Media Landscape?
3

4. “Social Media”
Social media = people.
It’s the same thing humans have done since
the dawn of time – connecting.
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.
People 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?
4

5. [Make People Feel Like They Do Watching
This.]
https://www.youtube.com/watch?v=RP4abiHdQpc
5

6. Highlights -2014 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
6

7. 7

8. Visibility & Connectivity at AllTimes
We “ShareThis”
We talk about what
we like (or don’t like)
We are mobile
 An easy, mobile-friendly site
experience is critical (think
Responsive Design)
8

9. (Apparently, we also bump into things quite a bit.)
9

10. Time Spent on Social Media…
http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/
10

11. 11

12. 12

13. Pew Internet Stats
http://www.pewresearch.org/
http://www.pewinternet.org/fact-sheets/mobile-technology-fa
http://www.pewinternet.org/2014/01/16/tablet-and-e-reader-
13

14. People You andYour Organization
• What do they see?
• Is your expertise, experience, and credibility showing?
• Social Media helps make sure it is.
14

15. 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
15

16. Social Media Increases
“Serendipity” and Control of Brand
“If you want more luck,
take more chances.
Be more active.
Show up more often.” ~ Brian Tracy
16

17. Conversational (Social) and Other-Focused
• Remember the “social” piece – the more
interactive, the more results
• Try to keep the conversation 80-90%
about what interestsTHEM and only 10-
20% about your organization
• Sharing content that is relevant, helpful and
useful to people who might donate,
advocate or volunteer with you will drive
connections
17

18. Content Marketing Defined:
18

19. * 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
19

20. 10 Questions to Ask: Social Media Strategy
1. What’s our main goal behind social media?
2. Who should set up, maintain our social media?
3. Should we be on all the big social media platforms?
4. Which social media is best for my organization?
5. How often should we do updates?
6. What type of content should we post on each network?
7. Should we use social media for customer service?
8. How can we convert social media followers into advocates?
9. How can we measure effectiveness/success?
10. What are the biggest mistakes to avoid?
Adapted from http://www.entrepreneur.com/article/228324
20

21. It’s Art + Science
21

22. It’s No Longer About a “Bigger Piece of the Pie…”
ExpandingYour Reach Makes theWhole Pie Bigger
22
http://bonkersycarax.blogspot.com/2014/09/peach-plum-pie.html

23. To Help with Planning:
Who do you want to reach?
What do you want them to know?
What do you want them to do?
23

24. Brainstorming Activity 1: Content Update Ideas
•Share what you find interesting, including from industry-specific sites
24

25. Activity: Creating Great Content
Ideas
 Evergreen
 Infographics
 Lists
 Quotes
 Community
 How To’s/ Hacks
 Topical/Trendy
 News
 Entertaining/Inspiring
 Educational
 About Us/Promotional/Testimonials
25

26. Break for Lunch
26

27. Facebook: It’s Personal (& Entertainment)
• 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
27

28. 28
http://wersm.com/10-tips-to-write-engaging-facebook-posts/

29. 29
http://wersm.com/10-tips-to-write-engaging-facebook-posts/

30. 30
http://wersm.com/10-tips-to-write-engaging-facebook-posts/

31. 31
http://wersm.com/10-tips-to-write-engaging-facebook-posts/

32. 32
http://wersm.com/10-tips-to-write-engaging-facebook-posts/

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

34. 34

35. Twitter: @Claire’s Definition of
“Tweet”
35

36. It’s Easy to Start
http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
36

37. Twitter: Proactively Find Advocates
[ https://twitter.com/search-advanced]
37

38. http://topnonprofits.com/lists/top-nonprofits-on-twitter/

39. 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/
39

40. 40

41. http://blog.hubspot.com/marketing/10-nonprofits-nailing-pinterest-marketing-list
41

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

43. Time Spent Watching Videos…
http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
43

44. 44

45. Blendtec Example – Getting Creative with Less-Creative Topics
http://www.youtube.com/user/Blendtec
45

46. Nature Conservancy
https://www.youtube.com/user/natureconservancy
46

47. Why Use LinkedIn?
74% of businesses research potential
clients and job candidates
42%
have built new relationships with
individuals who may become
customers
41% have increased their branding and
marketing presence in their market
26% have generated identifiable
business opportunities
Source: Power-Formula 2014 LinkedIn User
Survey

48. LinkedIn: Brilliant for Networking
• Connect with local influencers,
advocates, volunteers
• 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
48

49. Personal Profile
http://blog.linkedin.com/2014/07/01/creating-a-killer-linkedin-profile-tips-from-link-humans/

50. Instagram: Younger Demographic,
Owned by Facebook, Photo Based
http://holykaw.alltop.com/instagram-facts-and-stats-infographic
50

51. Google Plus
Jump in now!
 500 million people have joined
 Popular in technology
 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
51

52. 52
Union Rescue Mission, Los Angeles http://URM.org

53. 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
53

54. Tools
http://hootsuite.com
http://bufferapp.com
Social Media Planning Tools:
http://blog.hootsuite.com/social-media-templates/
54

55. Brainstorming Activity 2: Planning
Content Grouping Ideas
Mapping Content by Platform
Planning/ Scheduling– Timing and Frequency
Planning – Annual Media Flight Plan by Events
55

56. Summary
• A majority of Americans use Social Media
• SM can proactively leverage great content to
create a new stream of potential advocates, volunteers, and donors
• Top SM sites to grow and maintain relationships and clients are:
– Twitter
– Facebook
– LinkedIn
– YouTube
– Google Plus
– Pinterest
– Instagram
56

57. Questions?
This presentation can be downloaded at
http://slideshare.net/amyneumann
57

58. 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
58

59. Amy Neumann
• Passionate fan of all things tech and media for 21+ years with
companies likeYahoo! and AT&T. Currently delighted to be
Director of AudienceTargeting, Social Media, and Content
Marketing at at Northeast Ohio Media Group (NEOMG)
helping businesses reach the right people, the right way, with
the right message, at the right time.
• Often 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 ;)
59