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How to Update Your Social Media Marketing Strategy for 2021

The COVID-19 pandemic, the election, and racial justice protests have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers.

With all the noise on social media, along with serious ethical considerations clouding the platforms, how can we continue to reach our audiences and spread our messages online?

In this webinar, nonprofit social media expert Julia Campbell will review important shifts in the social media landscape that nonprofits need to understand; discuss ways to stay relevant on social media in times of uncertainty; and provide a framework for your 2021 social media marketing strategy.

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How to Update Your Social Media Marketing Strategy for 2021

  1. 1. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  2. 2. ABOUT ME Mom of 2 Former U.S. Peace Corps Volunteer Author, Storytelling in the Digital Age: A Guide for Nonprofits and How to Build and Mobilize a Social Media Community for Your Nonprofit in 90 Days Former Development and Marketing Director at small shops www.JCsocialmarketing.com Tweet: @JuliaCSocial TWEET: @JULIACSOCIAL @NETWORK4GOOD
  3. 3. HOUSEKEEPING You will get the slides and the recording after the webinar. We will take questions at the end. If you want my free digital storytelling workbook for nonprofits, Text WORKBOOK To 33777 TWEET: @JULIACSOCIAL @NETWORK4GOOD
  4. 4. WHAT WE WILL COVER TODAY: TWEET: @JULIACSOCIAL @NETWORK4GOOD Important shifts in the social media landscape that nonprofits need to understand; Ways to stay relevant on social media in times of uncertainty; A framework for your 2021 social media marketing strategy.
  5. 5. of users are spending more time on social media DATA INSIGHTS 2020 SOCIAL MEDIA USAGE of Americans have a social media profile in 2020, compared to 10% in 2008 43% BILLION active social media users around the globe 3.96 million new users since 2019. That’s almost 12 new users every second! 376 79% Source: Hootsuite
  6. 6. % OF PEOPLE USING SOCIAL MEDIA DAILY 45 % 51 % 46 % 42 % 60 % 63 % 63 % 61 % 74 % 74 % Source: Global NGO Technology Report 2019
  7. 7. GENERATIONS DEFINED Born 1981 - 1996 Ages 23 - 28 Born 1997 - 2012 Ages 7-22 Millennial Born 1965 - 1980 Ages 39 - 54 Gen X Born 1946 - 1964 Ages 55 - 73 Boomers Gen Z Source: Pew Research Center
  8. 8. of 30-49 year olds are on at least one social media network DATA INSIGHTS SOCIAL MEDIA BY AGE of 18-29 year olds are on at least one social media network 78% of 50-64 year olds are on at least one social media network 64% of those 65+ are on at least one social media network 37% 88% Source: Global NGO Technology Report 2019
  9. 9. DATA INSIGHTS CHANGING BEHAVIOR % who say the following are main reasons for using social media Because my friends are on them To stay in touch with my friends To network for work To follow celebrities or celebrity news To research/find products to buy 2015: 37% 2018: 31% Trend: -16% 2015: 44% 2018: 40% Trend: -9% 2015: 22% 2018: 24% Trend:+9% 2015: 15% 2018: 19% Trend:+27% 2015: 23% 2018: 30% Trend:+30% Source: Pew Research Center
  10. 10. DOES SOCIAL MEDIA MATTER FOR NONPROFITS? YES, 94% of NGOs worldwide agree that social media is effective for creating online brand awareness YES, 30% of nonprofit website traffic currently comes from social media YES, 36% of social media users say that they have used social media sites like Facebook and Twitter in the past month to show support for a cause Source: Global NGO Technology Report 2019 Tweet: @JuliaCSocial @Network4Good
  11. 11. A RENEWED FOCUS ON DONOR RETENTION 1. More than half of the charitable organizations in the U.S. are expecting to raise less money in 2020 than 2019 and believe this trend will continue in 2021. 2. Over 80% of the survey respondents noted they are now focusing on donor retention and stewardship activities. 3. 78% of the respondents are intensifying efforts in social media, online and virtual events. Source: https://afpglobal.org/half-charities-expecting- drop-donations-2020-and-beyond TWEET: @JULIACSOCIAL @NETWORK4GOOD
  12. 12. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  13. 13. OUR UNIQUE RESPONSIB ILITY TWEET: @JULIACSOCIAL @NETWORK4GOOD Trust in institutions, brands, nonprofits is at an all time low. The content we share should build a community of people who believe what we believe. We have a moral obligation to engage our communities on digital platforms.
  14. 14. YOUR DIGITAL YEAR-END PLAN TWEET: @JULIACSOCIAL @NETWORK4GOOD Build trust with donors in October. Inspire donors in November. Convert donors to dollars in December. Thank stakeholders in January.
  15. 15. 3-PART DIGITAL STRATEGY FRAMEWOR K TWEET: @JULIACSOCIAL @NETWORK4GOOD Clarify – Build your roadmap.Clarify Captivate – Collect, craft, share the right content.Captivate Cultivate – Commit to your cadence & calendar.Cultivate
  16. 16. CLARIFY TWEET: @JULIACSOCIAL @NETWORK4GOOD
  17. 17. 1) DETERMINE YOUR GOAL. What would you do if you couldn’t fail? What do you hope to achieve with social media? What does success look like? What do you want people to do? TWEET: @JULIACSOCIAL @NETWORK4GOOD
  18. 18. THINK DEEPER “Getting on Facebook” “Start tweeting” “Get 5,000 fans” THERE ARE NOT GOALS – they are tactics to get to your goals TWEET: @JULIACSOCIAL @NETWORK4GOOD
  19. 19. 2) IDENTIFY YOUR TARGET AUDIENCE. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  20. 20. KNOW YOUR AUDIENCE. What do your supporters really value? What do they want to know more about as related to our nonprofit and our work? What motivates them? What drives them to participate? TWEET: @JULIACSOCIAL @NETWORK4GOOD
  21. 21. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  22. 22. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  23. 23. KNOWLEDGE GAPS What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET: @JULIACSOCIAL @NETWORK4GOOD
  24. 24. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  25. 25. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  26. 26. 3) CHOOSE PLATFORMS. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  27. 27. HOW TO CHOOSE? TWEET: @JULIACSOCIAL @NETWORK4GOOD Which online platforms will help us reach our target audience and get them to take the action we desire? Those are the platforms and channels that you focus on. Don’t be afraid to break up with social media platforms that aren’t working!
  28. 28. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  29. 29. IRS SOCIAL MEDIA STRATEGY TWEET: @JULIACSOCIAL @NETWORK4GOOD
  30. 30. MINI- STRATEGY FOR EACH PLATFORM TWEET: @JULIACSOCIAL @NETWORK4GOOD Why are we using this platform specifically – what do we hope to gain? What types of content are we going to share that will work on this platform? Photos, video, graphics, links What voice will we have? Casual, friendly, serious? What will we measure so we know progress and/or success?
  31. 31. CAPTIVATE TWEET: @JULIACSOCIAL @NETWORK4GOOD
  32. 32. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  33. 33. ETHOS – BUILD CREDIBILITY Branding & reputation Consistency Accessibility and transparency Sharing helpful info Why should we listen to you? Why are you a trustworthy source? TWEET: @JULIACSOCIAL @NETWORK4GOOD
  34. 34. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  35. 35. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  36. 36. LOGOS – THE LOGICAL RATIONALE Appeals to logic and reason Why is this issue important? Why is this story vital to understanding this issue? What is the problem? Does the evidence support you? TWEET: @JULIACSOCIAL @NETWORK4GOOD
  37. 37. LOGOS – THE LOGICAL RATIONALE Facts and statistics Analogies Citing authorities Case studies TWEET: @JULIACSOCIAL @NETWORK4GOOD
  38. 38. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  39. 39. PATHOS – THE EMOTIONAL APPEAL Only stories and social media content that resonates at a deeply human, universal level, beyond a recounting of “things that happened”, are going to move people from passive to passionate. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  40. 40. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  41. 41. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  42. 42. DON’T JUST “PULL HEARTSTRINGS ”. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  43. 43. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  44. 44. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  45. 45. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  46. 46. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  47. 47. ALSO – HAVE FUN!!!! TWEET: @JULIACSOCIAL @NETWORK4GOOD
  48. 48. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  49. 49. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  50. 50. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  51. 51. CULTIVATE TWEET: @JULIACSOCIAL @NETWORK4GOOD
  52. 52. CREATE YOUR CALENDAR Platform Monday Tuesday Wednesday Thursday Friday Blog Member Spotlight Email campaign Featuring Member Spotlight Facebook post Member Spotlight Article on climate change Photo of the natural landscape Shared post from a local farm Information on how to protect forests Instagram post Member Spotlight Photo of the natural landscape Shared post from a local farm Instagram Story – 3 ways to protect forests YouTube video Member Spotlight (if there is a video) Member Article on TWEET: @JULIACSOCIAL @NETWORK4GOOD https://docs.google.com/spreadsheets/d/1bRTFcWNP0_gg1Xa0q13 UJK6mpoTxJ_55F-fNakSzycA/edit?usp=sharing
  53. 53. REPURPOSE AND RECYCLE One great story or piece of content can be repurposed! Blog post Email blast Facebook post Tweet Instagram post LinkedIn post YouTube video TWEET: @JULIACSOCIAL @NETWORK4GOOD
  54. 54. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET: @JULIACSOCIAL @NETWORK4GOOD
  55. 55. YOUR SOCIAL MEDIA STUDIO TWEET: @JULIACSOCIAL @NETWORK4GOOD
  56. 56. CONTENT CREATION TOOLS TWEET: @JULIACSOCIAL @NETWORK4GOOD Canva – https://about.canva.com/en_in/canva-for-nonprofits/ WordSwag mobile app – http://wordswag.co/ Adobe Spark – https://spark.adobe.com/edu/ Animoto (video) – https://animoto.com/business/non-profit/ Lumen5 (video) – https://lumen5.com/pricing/
  57. 57. CONTENT CURATION TOOLS Paper.Li- This is a great social media marketing tool which curates your popular tweets and formulates them in a super handy online newspaper. Agorapulse– Using Agorapulse’s easy content management calendar you can schedule your evergreen content (or someone else’s) throughout the year. BuzzSumo – Similar to Agorapulse Twitter Lists – free! https://help.twitter.com/en/using- twitter/twitter-lists MyCurator – free individual plan! https://www.target- info.com/pricing/ TWEET: @JULIACSOCIAL @NETWORK4GOOD
  58. 58. TOOLS TO KEEP YOU ORGANIZED TWEET: @JULIACSOCIAL @NETWORK4GOOD Airtable Google Drive Dropbox Slack Basecamp
  59. 59. MORE EXAMPLES FROM NONPROFIT S www.bit.ly/NPCovid - Google Drive of nonprofit COVID-19 communication examples www.bit.ly/NonprofitBLM - Examples of Black Lives Matter posts TWEET: @JULIACSOCIAL @NETWORK4GOOD
  60. 60. AUTHENTICITY IS (AND ALWAYS WAS) VITAL. TWEET: @JULIACSOCIAL @NETWORK4GOOD TALK TO YOUR DONORS ABOUT WHAT YOU ARE AFRAID TO TALK ABOUT. GET IN FRONT OF THE CAMERA AND BE HUMAN. WRITE YOUR COPY LIKE YOU WOULD WRITE TO A FRIEND OR FAMILY MEMBER.
  61. 61. BE PROACTIVE – NOT JUST REACTIVE. TWEET: @JULIACSOCIAL @NETWORK4GOOD Now is not the time to let people forget that your organization exists. Now is the time to show people how effectively you stand for your mission and your community – both when your physical doors are open and when they are closed.
  62. 62. QUESTIONS? Connect on Twitter: @JuliaCSocial If you want my free digital storytelling workbook for nonprofits, Text WORKBOOK To 33777 TWEET: @JULIACSOCIAL @NETWORK4GOOD

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