Social Media Secrets to Success - DMA Nonprofit Federation NY
Transcription
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 [email protected] [email protected] Ashley Reed Virginia Doty Director of Social Media BKV EVP, Director of Nonprofit Accounts BKV [email protected] [email protected]