Social Media Secrets to Success - DMA Nonprofit Federation NY

Social Media Secrets to Success
March of Dimes and BKV
Agenda
Social Media Secrets to Success
Social Media Network Overview
Social Media Tools & Resources
March of Dimes’ Social Media Evolution
Leveraging Paid Social Media
March of Dimes’ Use of Paid Social Media
Focusing Your Social Media Efforts
Social Media Network Overview
Global Social Network Landscape
1,800
1.65B
Monthly Active Users by Network
1,600
1,400
Millions
1,200
1,000
2015
800
600
400
200
0
2016
500
310
200
107
100
US Social Media User Growth by Platform
200
180
25% growth
174
163
160
2016
36% growth
140
2017
Millions
120
100
112
2018
89
80
60
40
20
0
2019
80
68
59
57
68
57
64
55
Facebook Audience Demographics
Largest and most active network with over 163M users
35
33.22
46% Male
30
26.57
26.08
Millions
25
23.16
20.07
20
18.36
15
12.46
2015
10
2016
5
3.02
0
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
54%
Female
Time on Facebook Continues to Grow
25
21.0
21.9
22.6
19.6
20
72%
Mobile
17.8
Minutes per Day
29%
Desktop
23.1
16.0
15
13.7
10
5.5
5
0
2010
2011
2012
2013
2014
2015
2016
2017
2018
Instagram Audience Demographics
Rapidly growing platform with over 89M users (+15% YoY growth)
25
23.67
42%
Male
20
16.85
17.50
Millions
15
2015
12.40
2016
9.03
10
6.88
5
2.15
909K
0
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
58%
Female
Instagram Projected User Growth
120
8.7
8.5
100
8.2
12.0
7.9
12.6
11.2
80
7.5
10.3
9.0
14.9
15.6
16.1
Ages 55-65+
13.7
Ages 45-54
Millions
12.4
60
26.4
28.2
29.6
31.1
Ages 35-44
Ages 25-34
23.7
Ages 18-24
40
Ages 0-17
19.0
20.2
21.3
22.0
17.5
17.6
18.6
19.2
19.6
20.1
2016
2017
2018
2019
2020
20
0
Snapchat Audience Demographics
Already surpassed Twitter, Pinterest and LinkedIn with 58.6M users
60% of users add content daily
25
48%
Male
20.0
20
15.8
Millions
15
13.6
10
2015
2016
4.8
5
2.3
1.0
0.7
0.4
0
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
52%
Female
Snapchat User Growth
Millennials make up 46% of Snapchat users; 70% are under age 35
90
80
70
Millions
60
20.5
50
40
22.9
25.3
45-54
18.3
35-44
15.8
30
20.0
25-34
21.8
23.2
24.5
25.4
18-24
0-17
20
10
55-64
14.3
16.0
17.2
18.1
18.8
2016
2017
2018
2019
2020
0
Twitter Audience Demographics
Over 56.7M users; growth projections have declined due to competition for
younger audiences
14
12.07
12.40
12
10
8
Millions
49%
Male
9.51
7.31
6.42
6
4.54
4
2
2.97
2015
2016
1.56
0
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
51%
Female
Pinterest Audience Demographics
Over 54.6M users; skews heavily female and slightly older
Pinterest users are highly valuable – referrals spend more than other networks
14
12.40
11.62
12
18.8%
Male
10.51
Millions
10
8
6.15
6
2015
6.04
2016
3.88
4
3.84
2
0.20
0
0-11
12-17
18-24
25-34
35-44
45-54
55-64
65+
81.2%
Female
YouTube Audience and Usage
66% of US internet users are YouTube viewers (128M unique monthly users)
400 hours of video content is uploaded every minute
Reaches more 18-49 year olds than any cable network in the US
90%
80%
70%
60%
50%
53%
56%
60%
63%
64%
65%
66%
66%
67% 68%
40%
30%
20%
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Social Media Tools & Resources
Social Management Tools
A variety of social management tools exist that provide scheduling, monitoring,
workflow management and analytics
Some even provide content suggestions and recommended posting times
Free/Low
Cost Tools
Hootsuite
Everypost
Sprinklr
Spredfast
Buffer
Tweetdeck
Percolate
Sprout
Social
Synthesio
Crimson
Hexagon
Paid Tools
Netbase
Brandwatch
Hootsuite Listening Tool Plugins
Hootsuite Enterprise offers several free listening plugins:
Geopiq
Synthesio
Brandwatch
March of Dimes’
Social Media Evolution
March of Dimes Online Evolution
One of the first nonprofits to jump into
digital
 Web pages for education and mission support
 Built-from-scratch fundraising platform
 Investment in Search Engine Marketing (SEM)
Volunteers started creating accounts on
“key” social platforms
 MySpace (pictured)
 Friendster
 Xanga
 Bebo
Merging onto the Social Highway
The transition from a group to
a business page in 2008 with
our first profile image, the
TeamYouth logo
Our first Tweet in 2007
#BlunderYears
Who’s Driving This Car Anyway?
Marketing takes the wheel in 2008
Messaging and outreach on social
incorporated into larger
communication strategy
Analytics shows the power of social
for awareness and fundraising
Do we need to be on every platform?
More Drivers on the Road
Chapters join the social media
frenzy
Dozens of local accounts created
by staff and volunteers
A local/national process needed to
be put in place
Our Roadmap
Reign in account creation
Content and public policy protocols
Training for field staff and
volunteers
Introduction of Social Media
Management System (SMMS)
Our Roadmap
SMMS benefits
 Brand unity
 Easy message and asset dissemination
to all pages
 Centralized crisis and customer service
 Reporting
SMMS challenges
 Employee and volunteer adoption
 Rogue accounts
 Information overload
The Future
New opportunities and new
challenges
 How do you stay local?
 How do you satisfy sponsors?
 How do you combat the decline in
organic reach?
 How do you continue to engage your
supporters and grow?
Roadmap is constantly changing
Decisions, Decisions
How do I decide where I should be spending my
social media time?
 Why am I here?
 What do I hope to gain by being here?
 Am I bringing value to others by being here?
Time and Resources
Do you have the resources?
 Employees/volunteers
 Content and assets
 Advertising budgets
Do you have the time?
Goals Meet Reality
Are you where your existing
supporters are?
Are you where your new supporters
are?
How are you measuring and
reporting success?
Is your C-suite on board?
Leveraging Paid Social Media
Paid Social Overview
While all major platforms offer advertising, products and targeting
capabilities differ
Facebook & Instagram Capabilities
Manage both simultaneously through Facebook Power Editor
Creative is automatically adjusted to the proper specs
 Desktop Newsfeed, Mobile Newsfeed, Desktop Right Rail, Instagram
No minimum budget commitment allows for easy testing and
minimal risk
Easy to optimize and react nimbly to campaign performance
Ability to target based on interests, third-party data, CRM lists
Facebook and Instagram Targeting
• Those who have
expressed an interest in
similar pages
Interest
Broad
• Those who have engaged in
specific behaviors; 3rd party data
Behavior
Demographic
Defined
Custom
• Education, household, financial, work,
generation, etc. 1st and 3rd party data
• Website Visitors and Look-a-likes
• CRM and Look-a-Likes
• Fans and Look-a-Likes
Available Placements
Desktop
Newsfeed
Mobile
Newsfeed
Instagram
Desktop
Right Rail
Audience
Network
Facebook Ad Overview
Facebook offers ad products for a variety of objectives.
Post
Engagement
Brand
Awareness*
Video Views
Page Likes
Clicks to
Website
Website
Conversions
Lead
Generation
Event
Responses
App Installs
*New Ad Formats
Local
Awareness*
Offer Claims
Facebook Website Conversion Ads
Right Rail
Mobile Newsfeed
Desktop Newsfeed
Facebook Brand Awareness Ads
New brand awareness ads maximize ad recall lift
Engagement and how long an ad is on the user’s screen drive the formula
Instagram Ad Overview
Instagram offers the majority of Facebook’s ad products (all not yet available)
*New Ad Format
Post
Engagement
Brand
Awareness*
Video Views
Clicks to
Website
Website
Conversions
App Installs
Instagram Website Conversion Ads
March of Dimes’
Use of Paid Social
March of Dimes Paid Social Evolution
2008 – first paid social campaign; ran on MySpace
 Part of online efforts to rebrand Walk America to March for Babies
2011 – began running paid social campaigns on Facebook
 Campaigns since have included page like, pledge, donor and fundraiser
acquisition, as well as awareness
 More effective with shift to Newsfeed ads, introduction of CRM targeting and
addition of Instagram
Today – paid Facebook is a digital campaign cornerstone
 Facebook is a consistently a top-performing publisher
Overall Paid Facebook Performance
2011 to Present
Impressions
Actions
Clicks
495 Million
1.2 Million
89K
Likes
Cost to Raise $1
662K Post Likes
$0.36
260K Page Likes
Facebook Engagement and Fundraising
120,000
Like
Campaigns
(Engagement)
$0.86
100,000
80,000
$0.52
$0.44
60,000
40,000
20,000
Walker Signup
Campaigns
(Fundraising)
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
-
2011
$1.05
2012
2013
2014
$1.05
2015
2016
$1.00
$0.90
$0.80
$0.70
$0.60
$0.50
$0.40
$0.30
$0.20
$0.10
$$1.20
Likes
Cost Per Like
$1.00
$0.80
$0.55
$0.45
$0.12
$0.60
Walkers
$0.40
Cost to Raise $
$0.20
$-
2011
2012
2013
2014
2015
2016
Focusing Your
Social Media Efforts
Deciding Which Networks to Focus On
Considerations for Streamlining Where You Focus Your Social Efforts
Consider Demographics and Existing Engagement
 Who are your current supporters?
 Who are your prospective supporters?
 Where are you getting the most engagement in your social efforts now?
Consider Content
 How “visual” is your mission?
 What type of content do you have to share?
 What resources do you have to diversify content by network?
Deciding Which Networks to Focus On
Additional Considerations for Selecting Networks for Paid Social Efforts
What is your budget for media and creative development?
How granular and/or varied does targeting and tracking need to be?
Do the ad formats/options fit with your objectives and CTA?
Reevaluating Your Core Social Networks
When to Reevaluate Which Social Networks You Focus On
When your audience changes
 Has your supporter profile changed?
 Has the core user base on any of the top social networks changed?
When changes occur in the social media landscape
 Is one network on the rise/decline? Has a new major player emerged?
 Any changes to post format, engagement, algorithms, etc. for a network?
 For paid social, have new ad format/targeting capabilities emerged
or has the minimum spend threshold changed?
Social Media Resources
Social network blogs
Nonprofit Tech for Good
Social Media Examiner
MarketingProfs (weekly #SocialSkim digest)
Social Media Today
Mashable
Digiday
LinkedIn (social pages, influencers)
eMarketer Newsletter
Social Media Secrets to Success
Leigh-Anne Lefurge
Madeline Ruffin-Thomas
Social Media Team Lead
March of Dimes
Account Supervisor
BKV
llefurge@marchofdimes.org
madeline.ruffin@bkv.com
Ashley Reed
Virginia Doty
Director of Social Media
BKV
EVP, Director of Nonprofit Accounts
BKV
ashley.reed@bkv.com
virginia.doty@bkv.com