160512 How to use social media to engage youth
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160512 How to use social media to engage youth
- 1. How to Use Social Media to Engage Youth
- 2. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd and 4th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation. Your topic expert: John Haydon
- 3. Social and mobile change everything
- 4. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Social media use 2000 2016 Social and mobile change everything
- 5. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Social media use 2000 2016 Facebook Twitter Instagram Snapchat WhatsApp Peach Google Plus MySpace Social and mobile change everything
- 6. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Mobile use 2000 2016 Social and mobile change everything
- 7. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Mobile use 2000 2016 iPhone is born on January 9, 2007 Social and mobile change everything
- 8. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • A recent study by The Center for Effective Philanthropy found that 86% of donors would“gladly recommend an organization”to a friend or colleague. • 21% of supporters said they learned about their organization from a friend, existing supporter. Social is the newWord-of-Mouth Marketing Social and mobile change everything
- 9. Your job description has changed
- 10. Before social media: … get the word out. Your job description has changed
- 11. Before social media: … get the word out. After social media: … get our people talking. Your job description has changed
- 12. A simple social media plan anyone can follow
- 13. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth People Objectives Strategy Tactics 1 A simple social media plan anyone can follow The POST method was originally coined by Charlene Li and Josh Bernoff in their book, Groundswell (Harvard Business Review Press) and is a proven framework for developing a social media strategy.
- 14. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth People: What does your community really care about? What passions intersect with your cause? What gets them engaged? Objectives: How will this campaign matter? What do you want to achieve (SMART)? Shoot low, if you’re just starting out. Strategy: How can your goals intersect with community interests and passions? How will you encourage actions? Tactics: What tools and tactics will you use to achieve your strategy? 1 A simple social media plan anyone can follow
- 15. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Who are we trying to engage? Supporters?Volunteers? Donors? What’s in it for them?What’s the emotional hook? What’s in it for us? More fans? More emails? More donors? How will we promote the campaign?What other channels will we use? How will we measure success? Likes? Engagement Rate? Emails Acquired? Campaign name and summary A simple social media plan anyone can follow
- 16. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Download this workbook: johnhaydon.com/plan A simple social media plan anyone can follow
- 17. Engage hearts over minds
- 18. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Engage hearts over minds “Emotion leads to action while reason leads to conclusions.” Daniel Calne - Neuroscientist
- 19. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth •Drives action •Loves stories •Triggers dopamine •Drives donor behavior Emotion Reason •Justifies action •Remembers stories •No dopamine •Justifies behavior Engage hearts over minds
- 20. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth •Drives action •Loves stories •Triggers dopamine •Drives donor behavior Emotion Reason •Justifies action •Remembers stories •No dopamine •Justifies behavior Engagement happens here Engage hearts over minds
- 21. Tell better stories with this simple formula
- 22. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Storytelling is NOT: • Statistics • News • Milestones • About your org VI) Boosting donor retention with social media Tell better stories with this simple formula
- 23. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Stories make people feel: • Happy • Hopeful • Inspired • Wise • Generous • In the Know VI) Boosting donor retention with social media Tell better stories with this simple formula
- 24. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth “But I’m not George Lucas. I’m just trying to raise more money” - You Tell better stories with this simple formula
- 25. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Stories are the glue that sticks people together • Stories invite a relationship • Stories are remembered • Stories motivate action VI) Boosting donor retention with social media Tell better stories with this simple formula
- 26. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Hook • Hold • Payoff Tell better stories with this simple formula
- 27. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Introduce protagonist • Relatable and human • Triggers emotion • Instantly understood The Hook Tell better stories with this simple formula
- 28. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Holds their attention • Protagonist’s goals • Potential obstacles (internal and external) • Presents plot questions The Hold Tell better stories with this simple formula
- 29. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Goal is reached • Resolution of plot questions • Invites participation • Includes call-to-action The Payoff (call-to-action) Tell better stories with this simple formula
- 30. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth A call-to-action should be: A) Clear and easy to understand. B) In alignment with emotional triggers. C) Highlighted with larger fonts or buttons. D) Repeated 2-3 times in the message. E) Build trust by adding your phone number. Don’t forget your call-to-action! Tell better stories with this simple formula
- 31. Types of stories you should always be sharing
- 32. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth 53% of donors say that “achieving and communicating measurable results” is prominent in their decision making to donate again. Outcome stories Types of stories you should always be telling
- 33. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Trending stories Types of stories you should always be telling
- 34. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth 1) Conversation starters Ask fans: • For their tips and ideas • To share good news • To share preferences • To share stories Conversation starters Types of stories you should always be telling
- 35. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Let your fans be the expert: • Strokes egos • Takes burden off your org • Builds loyalty • Be consistent! Ask followers to strut their smarts Types of stories you should always be telling
- 36. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Recognizing fans: • Makes them feel good • Makes you look good • Increases donor retention Recognize donors and volunteers Types of stories you should always be telling
- 37. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Invitations to share stories Types of stories you should always be telling
- 38. 8) Prepping for your next event
- 39. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Update bios and headers for Facebook,Twitter and Instagram • Promote event on Facebook cover and Twitter header • Include date and key details in bios • Include event URL in all campaign posts and photo descriptions 8) Prepping for your next event
- 40. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Review these posts with team • Review and refine as needed • Get notifications when published Draft and review posts for Twitter, Instagram and Facebook 8) Prepping for your next event
- 41. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth • Select most engaging posts (use social Analytics) • Edit post to include link to registration page • Unpin after campaign is over Pin your best posts to top of your Page (Facebook and Twitter) 8) Prepping for your next event
- 42. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Your Network Your community’s friends, family, colleagues, etc. Your Community Subscribers Donors Volunteers A) Start with your database. Launch every campaign with email 8) Prepping for your next event
- 43. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth VII) Launch your campaign to current supporters first Launch every campaign with email
- 44. 9) Keep everyone on the same page with a content calendar
- 45. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Why this matters: A) Gives you birds eye view. B) Helps avoid communication conflicts. C) Helps unify marketing channels. D) Helps eliminate silos. 9) Keep everyone on the same page with a content calendar
- 46. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Step 1: Create a simple calendar (online or paper) 9) Keep everyone on the same page with a content calendar
- 47. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Step 2: Map out community milestones and important dates National day of recognition holidays A)Cause-related dates B)Relevant religious holidays C)Important dates to community 9) Keep everyone on the same page with a content calendar
- 48. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Step 3: Map out your events National day of recognition holidays A)Fundraising events B)Volunteer events C)Other organizational events VIP Gala Walkathon Volunteer dance party 9) Keep everyone on the same page with a content calendar
- 49. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Registration results, early recognition of volunteers and fundraisers Stories behind registrants and fundraisers Step 4: Map out campaign messaging National day of recognition holidays A)Start 30 days before event B)Blog and social media C)Email messages VIP Gala Walkathon Volunteer dance party Behind the scenes towards walkathon Teasers, stories, related topics Invite core supporters to share stories with hashtag 9) Keep everyone on the same page with a content calendar
- 50. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Registration results, early recognition of volunteers and fundraisers Stories behind registrants and fundraisers Step 5: Map out teasers and other pre-event promotions National day of recognition holidays A)Sponsor promotions B)Early registration offers C)Giveaways VIP Gala Walkathon Volunteer dance party Behind the scenes towards walkathon Teasers, stories, related topics Invite core supporters to share stories with hashtag Giveaway 9) Keep everyone on the same page with a content calendar
- 51. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Cloud technology allows you to: 1.Collaborate 2.Communicate 3.Update All in one central doc. Step 6: Create a marketing bank for your team 9) Keep everyone on the same page with a content calendar
- 52. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth A marketing bank is a single location for: • Logos • Photos • Bios and Head Shots • Boilerplate Text • Etc. Use can use DropBox, Google Drive or Trello to organize your content. Step 6: Create a marketing bank for your team 9) Keep everyone on the same page with a content calendar
- 53. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth When people are exposed to your messages from a variety of channels, they are more likely to act on the goal of your message. Step 7: Include all communications channels 9) Keep everyone on the same page with a content calendar
- 55. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Your content has a mission WE ARE Fun Youthful Passionate Hopeful WE ARE NOT Patronizing Demanding Monotonous Passive 10) Parting thoughts
- 56. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Your content has a mission 10) Parting thoughts
- 57. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Your content has a mission 10) Parting thoughts
- 58. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Good ideas spread 10) Parting thoughts
- 59. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Until a better idea comes along 10) Parting thoughts
- 60. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Everyone is content creator 10) Parting thoughts
- 61. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Content is king Community is king 10) Parting thoughts
- 62. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Smart strategy Well-defined audiences Clear objectives Solid call-to-action Clear next steps IngredientsFacebook ads are best used to enhance a solid campaign strategy. 10) Parting thoughts
- 63. Q&A
- 64. PRESENTED BY JOHN HAYDON How to Use Social Media to Engage Youth Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA. Instructor at Marketing Profs University, regular contributor at Social Media Examiner Author: Facebook Marketing for Dummies, 3rd and 4th Editions Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chamber of Commerce. Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.