How to Update Your Social Media Marketing Strategy for 2021
Learn How to Adjust Your Social Media Marketing Strategy for your nonprofit after a tumultuous 2020! The COVID-19 pandemic, the election, and racial justice protests of 2020 have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers. With all the noise on social media, physical distancing, and 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 experts Julia Campbell and Susu Wong 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. Julia Campbell was recently named one of the 25 most influential nonprofit thought leaders and one of the seven nonprofit thought leaders to follow on Twitter during the coronavirus crisis. Julia Campbell is on a mission to make the digital world a better place. She is the author of two books, a mom of two kids, and a Returned Peace Corps Volunteer. Her passion is to get organizations and change makers to stop spinning their wheels and start getting real results using digital tools. You can check out her thoughts and ideas at www.jcsocialmarketing.com/blog. Susu Wong is the Founder and Principal of Tomo360, a digital marketing agency that helps businesses and nonprofits with their websites, graphic design, social media and email marketing, SEO and more! Using her diverse business experience, Susu and the Tomo360 team have successfully helped hundreds of clients to fulfill their digital marketing needs. Susu has a unique combination of marketing, business, and technical experience that provides a well-rounded advantage to her clients. She is also a Co-Founder of Women Accelerators, a nonprofit organization that is passionate about promoting the advancement of women.
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How to Update Your Social Media Marketing Strategy for 2021
- 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@TOMO3603 #2021SMTRENDS
- 3. 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
- 4. 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
- 5. 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
- 6. 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 @Tomo3603 #2021SMTrends
- 7. OUR UNIQUE RESPONSIBILITY TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS 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.
- 8. 3-PART SOCIAL MEDIA MARKETING FRAMEWORK TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS Clarify – Build your roadmap.Clarify Captivate – Collect, craft, share the right content.Captivate Cultivate – Commit to your cadence & calendar.Cultivate
- 10. 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@TOMO3603 #2021SMTRENDS
- 11. 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@TOMO3603 #2021SMTRENDS
- 12. 2) IDENTIFY YOUR TARGET AUDIENCE. TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 13. 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@TOMO3603 #2021SMTRENDS
- 16. 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@TOMO3603 #2021SMTRENDS
- 19. 3) CHOOSE PLATFORMS. TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 20. HOW TO CHOOSE? TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS 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!
- 22. MINI-STRATEGY FOR EACH PLATFORM TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS 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?
- 23. CAPTIVATE TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDSTWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 25. 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@TOMO3603 #2021SMTRENDS
- 28. 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@TOMO3603 #2021SMTRENDS
- 29. LOGOS – THE LOGICAL RATIONALE Facts and statistics Analogies Citing authorities Case studies TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 31. 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@TOMO3603 #2021SMTRENDS
- 34. DON’T JUST “PULL HEARTSTRINGS”. TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 37. ALSO – HAVE FUN!!!! TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 42. CULTIVATE TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDSTWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 43. CREATE YOUR CONTENT 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) LinkedIn post Member Spotlight Article on climate change TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 44. 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@TOMO3603 #2021SMTRENDS
- 45. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDSTWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 46. YOUR SOCIAL MEDIA STUDIO TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDSTWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS
- 47. SOCIAL MEDIA TOOLS TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS Canva (graphics, video, scheduling) – http://canva.com/nonprofits Hootsuite (scheduling) – https://www.hootsuite.com/about/hootgiving# Later.com (Instagram) – https://latergram.typeform.com/to/GT8IYb Animoto (video) – https://animoto.com/business/non-profit/ Lumen5 (video) – https://lumen5.com/pricing/
- 48. BE PROACTIVE – NOT JUST REACTIVE. TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS 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.
- 49. QUESTIONS? Connect on Twitter: @JuliaCSocial If you want to get in touch and see how I can help you create a plan for 2021 – email me: Julia@jcsocialmarketing.com TWEET: @JULIACSOCIAL@TOMO3603 #2021SMTRENDS