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Social media strategy for the harried non-profit professional

Social media strategy for the harried non-profit professional. Danni eickenhorst , midland division. Danni Eickenhorst , Midland Division. @ SalArmySTL and @ AuthorsEmporium Social Media Strategist – The Author’s Emporium & Salvation Army Midland Division

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Social media strategy for the harried non-profit professional

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  1. Social media strategy for the harried non-profit professional Danni eickenhorst, midland division

  2. Danni Eickenhorst, Midland Division • @SalArmySTL and @AuthorsEmporium • Social Media Strategist – The Author’s Emporium & Salvation Army Midland Division • In 6 months of serious social media strategy (and 6 months of passive), realized 2000% growth in followers, increase in Tree of Lights online giving of 70%. • Led several successful online campaigns, including #CEREALDRIVE which raised $15,000 and 16 pallets of cereal in 4 days.

  3. Tweet along! • #TSACRD2012 • @SalArmySTL

  4. Why get serious about social? • According to the 2011 Social Media Marketing Industry Report, 78% of marketers saw increased website traffic with just six hours a week invested in social media. • It’s a free medium. • The next generation of donors will communicate primarily on social media. • It is an easy way to build bonds with local businesses and to share your story. • It can be harnessed to drive traffic to your website. • It allows you to keep your donors & volunteers involved and invested. • It’s fun.

  5. Where to begin? • What are your goals? • Increased web traffic • Increased exposure to a younger demographic • Increased online donations • Forums to tell your stories • Easy way to mobilize and recruit donors & volunteers • To inform your community about your work

  6. Where to begin? • What channels work best for The Salvation Army? • YouTube • Facebook • Twitter • Wordpress Blog • Pinterest • Google + ? • *If you’re limited on time and resources, focus on these.

  7. Where to begin? • What resources can you commit to social media? • Who will take this on? • Can you realistically commit to content? • Determine who will be your main spokesperson • Values • Message/Mission • Personality • Don’t let “the kid” be in charge of social media • Choose an individual who has the ability and support to seek continuous education on SM trends and who can seek out SM strategy • Social Media Club www.socialmediaclub.org

  8. Creating compelling content • Rule of thumb on content: • 2-3x weekly on Facebook • 3-5x daily on Twitter • 3-5x weekly on Pinterest • 1-4x monthly on YouTube • 1-2 blogs per week* • When to post • Varies by channel • Generally Tues, Wed, Thurs, Sat 10 am to 6 pm • What to post • Stories – success stories, event coverage, volunteer profiles • Videos & News Stories • Infographics • Conversational content

  9. WHEN YOU’RE SHORT ON TIME/RESOURCES • If you can do nothing else, commit to Facebook 2-3x/week and Twitter 3-5x/day • Use Hootsuite to preschedule your tweets so they go out at various times, even when you’re not in the office. • Set aside time each day to respond to tweets and comments • Do a very brief report 1x monthly to measure your success – 1 hour tops • Beg for stories/sermons pre-written by your corps officers • Get managers from DHQ, corps officers or local supporters to guest blog.

  10. MAKING CONTENT RELEVANT • Know your audience “You can’t create a desire, but you can channel it.” • Do you have a regional interest you can appeal to? • Don’t have to be all TSA all the time. • Don’t oversaturate the airwaves. • Social media is a conversation. • Represent all areas of service to appeal to followers with various interests.

  11. COMMITMENT TO CONTENT • Create and adhere to a content calendar • Preschedule content • Tweet live for higher influence levels • Do you have a regional interest you can appeal to? • Don’t have to be all TSA all the time • Don’t oversaturate the airwaves • Social media is a conversation

  12. DISTRIBUTION OF CONTENT • Website social media integration • Patch.com • Wordpress Blog (Subscribers – Followers) • Social bookmarking sites • Facebook • Twitter • Pinterest • Local media outlets (if applicable) • Employee billboard • Personal FB page • Personal Twitter • Podcast channels – YouTube, iTunes • Eblast?

  13. BUILDING AN ONLINE NETWORK • Influencers (STLIndex, Klout) • People with an expressed interest • Local volunteers • Individual donors • Companies with CSR initiative • Don’t be afraid to ask for what you want – strategic asking. • Provide opportunities for offline connections.

  14. Creating opportunities to connect irl • Tweet Ups - #TurkeyTweetUp, #TweetTheMostGood, #GarbageGala • Corporate Events – i.e. Donut Day – Come out and see us and tweet a pic of your donut with #DonutDay • Be visible by participating in professional and NPO networking events as a rep – PRSA, other NPO networking events (STL Foodbank, Moonrise) • Participate in local Twitter chats (Andreea) • Invite your influencers and advocates to play a role in your events (#GarbageGala, Patch.com - #DonutDay)

  15. STRATEGIC SOCIAL CAMPAIGNS • Don’t be afraid to ask for what you want – plan in advance with influencers when possible. Ask them to retweet, share and post on their own. (SMCSTL, Rizzo, Dana) • #CEREALDRIVE Timeline

  16. MULTI-CHANNEL CAMPAIGNS WITH SOCIAL AT THE CENTER • A strategic multi-channel campaign can change the world, and I want to be woman behind the campaign that does. • URM - $3.7 million in 34 days • Potential Channels: • Social Media – Plan it out – stories, infographics, hashtags, strategic promoters amongst influencers and donor companies. Twitter donation campaign. • Media Partner – Ad campaign, telethon • Video & Audio– YouTube and Podcasts: Figure out Podcast distribution, if content works with that medium. • Mailing – URM did 2 in 30 days. • E-Blast • Rogue/Renegade Marketing • Event or Multiple Events hosted by supporters • Billboards • Movie Theater Screen Ads • Digital Ads/Print Ads • Remarketing - Google

  17. MAKING SOCIAL MEDIA A PART OF YOUR STRATEGIC FABRIC • Incorporate SM in all that you do: • Every event has a hashtag & all attendees are aware • Every event has an online Evite • Every email newsletter is sharable on SM. • Every mailer directs to SM • Email signatures • Encourage employees to post and promote on their • personal pages. • Do the same with yours.

  18. MEASURING SUCCESS • No easy ROI • Conversation • Friends v. Engagement • Rank/Klout • Events (Benefit events, strategic corporate sponsorships, • doors opened) • Allies (Vocal allies sharing and liking content) • Subscribers

  19. FACEBOOK INSIGHTS

  20. HOOTSUITE ANALYTICS • Mentions by influencers • Keyword mentions • Comparing keywords • Twitter sentiment • FB Likes by demographic • FB Per-Post Metrics • FB Per-Post Top 10 • GA: Twitter-to-web converstion • GA: Traffic sources • GA: Top Content

  21. Questions? Danielle_Eickenhorst@usc.salvationarmy.org (314) 716-8039 @SalArmySTL

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