Social media marketing can be daunting. We explain easy ways for you to get started engaging new and existing customers and using social media to build your brand.
3. Agenda: Please ask QUESTIONS as we go!
#goNPO @FathomOnline
Introduction
– How Social benefits your organization:
Search +Social
Best Practices by Channel – The Big 5
– Facebook
– Twitter
– LinkedIn
– Google+
– Pinterest
Takeaway Tactics
4. Search & Social: SEO Ranking Factors
• Social signals are likely to become ranking
factors, if they aren’t already
• Social helps scale quality link building, which
supports SEO rankings
• Social is integral in content-based online
marketing
• Authorship tied to social is an authority signal
• Comments on blog posts trigger the freshness
update and helps posts rank higher
Source: http://www.seomoz.org/article/search-ranking-factors
5. How Social Media Works with the Buying Cycle
• Attention (Attract)
Acquire the attention of
prospects
• Interest (Engage)
Generate interest in
your products & services
• Desire (Engage)
Drive demand for
your products & services
• Action (Capture)
Trigger action from prospects
Talk
Attention
Interest
Desire
Action
(buy)
Use
Opinion
Zone of
Influence
6. Social Posts
• Keep in mind themes and
upcoming events/holidays
• Consider your goals when
choosing what to post
– Traffic to their site?
– Conversions?
– Content promotion?
– Engagement (fanbase
building)?
Content Type
Links to Client Site
Links to Other
No Links/ Engagement
Engagement-
Focused
20 %
Your Site
20%
Links to Other
Valuable Content
60%
7. What should I link to?
Links to Your Site (20%)
• Valuable pages that answer questions
• New pages
• Charts/Graphs
• Guide/Whitepaper
• Blog posts
• Cross-link to other social profiles
• YouTube videos
• Press releases
• Awards
• Differentiators
• Testimonials
Links to Off-Site Content (60%)
Industry News
Thought Leader blog posts
Facts of the Day
Checklists
Guides/Whitepapers
Mentions of client product/service
Reviews, Awards, Partnerships
Business Partner news
Engagement-Focused (20%)
Ask questions
Polls
Share quotes
Funny pictures/Relevant memes
Contests
Don’t be afraid to go off-topic if it’s something your
audience cares about!
8. Finding Social Content
• Set up Google Alerts to come straight to your
email for branded results as well as industry
news for your organization
• Consider Visual Content
– Use images that reflect your mission
– BrainyQuote.com
– Create your own memes
– Edit existing photos (add filters or text etc..)
• Picmonkey
• Befunky
• Search Reddit or Pinterest for trending content
• Check local or national news sites
• Follow industry influencers on Twitter
• Monitor questions on Yahoo Answers or Quora
9. Facebook Best Practices
• You’ll need to be an admin
• Post a high-res image with most posts
– Include the link in the image description – this
is also where you write your post
– Use a link shortener like bitly.com
– Pay attention to how the image looks on your
timeline – reposition if needed
• When posting a link you can edit the Title
and Description – just click that area to edit
before you post
– You can include keywords here
– Design your text to tease so people will click
through
10. Twitter Best Practices
• You’ll need the login for this account
• The majority of time on Twitter should be
spent engaging, not posting links
• Find and follow influencers
– Add them to private lists to help you better
monitor
– Use tools to help like Followerwonk or
Twitonomy
• Share and Retweet as much as possible
• Use trending #hashtags when appropriate
• Be prepared to live-tweet when
appropriate
• Use a link shortener like bitly or shorten link
via HootSuite (ow.ly)
11. LinkedIn Best Practices
• You must be added as an
admin on the company page
• In most cases you will just be
posting to the Company news
feed
• You can, now, post images
along with your posts to this
channel
• Expert development via
LinkedIn Groups
12. Google+ Best Practices
• You’ll need the login and password
or you’ll need to be a manager
• You can create image-based posts
just like on Facebook or you can
just post links
• Comment, +1 and share other
industry influencers’ posts (it will be
more noticeable on this channel)
• You may be able to find journalists
or bloggers in your industry to
interact with
• Many times you can duplicate your
Facebook posting strategy here
13. Pinterest Best Practices
• Create some boards that target personas
• Optimize board descriptions and pins whenever
possible, but make it look natural
• Look for influencers to follow or popular boards to
follow
• Repin other popular pins
– Use Repinly to look for what’s trending
– Or search for key terms
• Comment on other pins
• Schedule your posts with Pingraphy
– Mornings and evenings are good times to post
– Saturday morning and Sunday night are also good
• Double check the links/sources of images you are
repinning to make sure they are quality
• Verify it!
14. NPO in Action - UNICEF
Likes and Follows Don’t Mean A
Thing Without Action:
Spreading awareness by poking
fun at social media campaigns.
15. Content Tactics
1. Host a webinar or a series of
informational videos
2. Design an infographic: go the extra
mile and collect your own data
3. Write a white paper
4. Inspire user-generated content & let
others create the content for you!
16. Content Tactics
5. Start blogging
• Establish yourself and your company as experts
• Create a place on your site for more engaging content
• Build the authority of your website
• Capitalize on long-tail search terms
17. Social Tactics
5. Use images whenever possible to grab your audience
and build engagement
4. Use social media to build relationships with industry
influencers
3. Host a contest – this is a great tactic for Facebook and
Pinterest
2. Offer coupons or special offers to your social audiences
– they’ll appreciate it and often times they’ll share your
offer, which means more visibility for your company
18. Social Tactics
1. Capitalize on current events and trends
• Holidays & Events
– Memorial Day
– Super Bowl
– Etc…
• Trending or breaking news
• Memes
• Plan content themes
– Example: May – Stroke Awareness
• Create an Editorial Calendar
• Be creative!