Marketing with social media

1. Marketing with social media An overview by deannawilliams and robertengnath

2. Agenda • General Benefits of Social Media • Elements of Social Media Campaigns • Choosing Social Media Platforms And Getting Started with Social Media • Facebook & Twitter • Maintenance

3. Recommended title • The majority of our presentation will be cited from David Scott’s (2011) book titled The New Rules of Marketing & PR.

4. The buyers and products of nonprofit Organizations • Over the course of our presentation, you will hear us refer to “buyers” and “products” • Buyers in a nonprofit organization include any person that contributes in some manner • Products of a nonprofit organization include services or what your organization has to offer to the community

5. What is social media? • “Social media provides the way people share ideas, content, thoughts and relationships online. Social media differ from so-called mainstream media in that anyone can create, comment on, and add to social media content. Social media can take the form of text, audio, video, images and communities” (Scott, Pg. 38). • “Social media is the superset and is how we refer to the various media that people use to communicate online in a social way. Social media include blogs, wikis, video, and photo sharing and much more” (Scott, Pg. 38).

6. What Is Social Networking? • “A subset of social media is social networking, a term I use to refer to how people interact on sites like Facebook, Twitter, LinkedIn, MySpace, and similar sites. Social networking occurs when people create a personal profile and interact to become part of a community of friends and like-minded people and to share information” (Scott, Pg. 38).

7. General benefits of social media • - Inexpensive • - Allows for frequent, informal updates • - Gets people talking about your organization • - Humanizes your brand

8. inexpensive • Most social media sites are completely free to set-up; all you need is an internet connection and a computer. • The alternative to social media, websites, can be costly and hard to maintain. • The currency of social media is time. • The time you invest will reflect in your results • No geographical limits • Local advertising and reaching out with alternative marketing tactics can face huge expense depending on location; the Internet has no geographical limits

9. Frequent & informal updates • You are the publisher. Skip the press and think like one. • “The web has turned all kinds of companies, nonprofits, political campaigns, individuals, and even churches and rock bands into just-in-time and just-right publishers. As publishers, these organizations create news releases that deliver useful information directly onto the screens of their buyers – no press involved!” (Scott, Pg. 93) • Social media sites allow you to share frequent updates to your friends and followers quickly and easily. • Be short and direct. Avoid using jargon or long posts to prevent confusion or loss of attention from readers. • You are what you post • Example: Wheaton Franciscan Healthcare's Facebook • Example: JoinRed's Facebook

10. Gets people talking about your brand • Word of mouth is a great way of advertising; get people on social media to talk about you • “One of the most useful aspects of Facebook is the ability for people to Like and Tag the things that you do on the social networking site. When users Like your page or something you posted on (they do this by pushing the little thumbs-up Like button), the fact that they like it appears on their Facebook profiles for their friends to see” (Scott, Pg. 216). • - Be user friendly by using appropriate usernames on social networking. Allow people to easily search, tag, and tweet about you. • Example: #heystjude

11. Humanizes Your brand • To humanize, or to give something a human character, allows social networking to become more personable and realistic • Social networking allows your organization to communicate in an authentic and meaningful way • Show your organization’s personality, mission, vision and values through social media. • “An important thing to consider is how your online actions are a refection of your personal branding (the image that you project to the world)” (Scott, Pg. 223). • What can you share to inspire others? • Why do you do what you do?

12. Elements of social media campaigns

13. Building your pr & Marketing plan • “The most important thing to remember about marketing on Facebook (and other social networking sites) is that it is not about generating hype” (Scott, Pg. 215). • Put your services aside and focus your complete attention on the buyers (or those who will donate, subscribe, or apply). This will help bring you closer to achieving your goals. • Determine your organization’s goal. Use this as a standard goal, and make it universal across all departments. • Now that you have a plan focused on the right goals for the organization, the next step is to learn as much as you can about your buyers and separate them into groups so you can reach them through your web publishing efforts (Scott, Pg. 140).

14. building buyer persona • “A buyer persona is essentially a representative of a type of buyer that you have identified as having a specific interest in your organization or product or having a market problem that you product or service solves” (Scott, Pg. 140). • Your marketing plan should include a separate buyer persona for all participants involved with your organization, including employees, volunteers, clients, donors, and the community. • Each persona must be segmented separately so you can develop marketing programs to reach each one • -Marketing programs will differ for each persona. For example, you will market to your potential volunteers differently than you would to your clients. • “The buyer persona profile includes information on the typical buyer’s background, daily activities, and current solutions for their problems” (Scott, Pg. 143).

15. Buyer personas in web marketing • “One of the simplest ways to build effective website or to create great marketing programs using online content is to target the specific buyer personas that you have created” (Scott, Pg. 145). • Maintain a focus on the buyer (or target persona) while developing your social media outlet • Tailor your social media outlets to the personas by using appropriate information, dialogue, and user interface • Develop a list of phrases to use in your media outlets that will be used by your buyers when searching or talking about your organization

16. Optimizing social networking pages • Target a specific audience • Be a thought leader • Be authentic and transparent • Create lots of links • Encourage people to contact you • Participate • Make it easy to find you • Experiment Example: Charity: Water Search on Google

17. Choosing social media platformsAnd getting started

18. The Top 3 factors for success on social networks: Strategy, Prioritization, and dedicated staff • According to the Nonprofit Social Network Survey, the top underlying reasons for success with social networking within a company are: • #1 (41%) Developed a Strategy. • #2 (37%) Prioritization of Target Audiences. • #3 (28%) Dedicated Social Media Staff. • “That formula looks right – get a plan, get buy-in and get an experienced • team member to lead the new initiative” (Pg. 7) • Source: www.NonprofitSocialNetworkSurvey.com (2012)

19. Facebook • A Facebook page is a great first step to getting your organization to engage with people • Facebook can either compliment your current website or be a start for getting your company on the web. • Any organization can sign up using the “Create a page” button located on the home page • According to Forbes.com, Facebook has more than one-billion users* • Post frequent updates on what’s happening in your organization. • Upload photos, share recent events, fundraisers, etc. This will help increase brand loyalty and supportand get your brand known among your friends • “There is a misconception that social networking is the exclusive domain of teenagers, but {our} analysis confirms that the appeal of social networking sites is far broader. In fact, Facebook says that more than two-thirds of its users are out of college and that the fastest-growing demographic is those 35 years old and older” (Scott, Pg. 229). • *source: http://www.forbes.com/sites/davidthier/2012/10/04/facebook-has-a-billion-users-and-a-revenue-question/

20. Twitter • Simulates the “away message” found on instant messengers • “We really should have seen Twitter coming. After all, one of the most popular elements of the instant messaging craze is the away message” (Scott, Pg. 220). • Follow members of your organization – supporters, vendors, community groups, politicians, employees. This can help you to stay informed with any new news, and it will help your organizations get their voice heard. • Follow people you would like to start building a relationship with . Such as other non-profit organizations, potential donors or sponsors, etc. • Establish an open line of communication with traditional and new media press by updating those who are following you. • Generate interest among your fans and network to build opportunity for your organization.

21. Social Media Maintenance • -Designate one group or one employee for social media responsibilities • - Consistency with often (preferably daily) updates • - Develop a set of ethical standards that reflect your organization's viewpoint • - Protect your brand • -Train to represent company • - Update the collection of outlets your organization has simultaneously • - Websites, Social Media, Advertisements, and link them all together • - Maintain authenticity • - Stay updated with social media, watch trends for current and new sites that may arise

22. Question & Answer Session • Please contact us via email with any questions you may have that didn't’t get answered in today’s session • Deanna Williams: willi172@rangers.uwp.edu • Robert Engnath: engna001@rangers.uwp.edu