Social Media for Social Good 2014 What is the current social media landscape? Why does social media matter for nonprofits? What content makes sense? Who, what, when, where, why and how: Facebook Twitter Pinterest Google Plus YouTube Other Sites and Resources by Amy Neumann @CharityIdeas August 2014

1. Social Media for Social Good 2014:
Content to Inspire Action
Amy Neumann
Director SEO/SEM/SMO
Northeast Ohio Media Group
August 7 , 2014

2. Social Media 2014
• What is the current social media landscape?
• Why does social media matter for nonprofits?
• 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/

3. What is the Current Social Media Landscape?

4. “Social Media”
Social media = people.
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.
Humans 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?

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

6. Highlights -201 4 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

7. 7

8. Visibility & Connectivity at AllTimes
• We “ShareThis”
• We talk about what we like (or don’t like)
• We are mobile

9. 9

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

11. Social Media Increases “Serendipity”
“If you want more luck,
take more chances.
Be more active.
Show up more often.” ~
Brian Tracy
(good summary of Social Media)

12. 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

13. Content Marketing Defined:

14. * 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

15. Conversational and Other-Focused
• Remember the “social” piece – the
more interactive, the more results
• Try to keep the conversation 80-
90% aboutTHEM and only 10-20%
about your organization
• Sharing content that is helpful and
useful to people who might buy
your product will drive connections

16. 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

17. It’s Art + Science

18. Facebook:
It’s Personal
• 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

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

20. 20
NEOMG Facebook post types examples

21. NEOMG Facebook post types examples
21

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

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

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

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

26. 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/

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

29. YouTube (Owned by Google):
Get Campaigns, Events,Testimonials, and Educational Messages in Front of
Advocates/ Donors/Volunteers
http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/
YouTube 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/

31. Blendtec – Getting Creative with a Non-Creative Topic
http://www.youtube.com/user/Blendtec

32. 32
Union Rescue Mission, Los Angeles
URM.org

33. LinkedIn: Brilliant for Networking
• Connect with local influences,
advocates
• 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

34. Instagram: Younger Demo,
Owned by Facebook

35. Google Plus
• Jump in now!
– 500 million people have joined
– Marketing is now focusing on G+ for 2014 and
beyond
– 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

36. 36

37. 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

38. 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

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

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

41. Amy Neumann
Director Search & Social
• Passionate fan of all things tech and media for 20+ years with
companies likeYahoo! and AT&T. Currently delighted to be at
Northeast Ohio Media Group (NEOMG) doing everything
Search & Social
• Often seen writing about topics involving social media, search,
social good, mobile, developing technology, and similar
including for Forbes, the Huffington Post, two personal blogs
(Good PlusTech 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 ;)