Today’s Presentation The Big Picture of Mobile and Social Media Top 5 Facebook Best Practices Top 5 Twitter Best Practices Top 5 Instagram Best Practices HOW TO: Create Visual Content HOW TO: Track Mobile and Social Media ROI

The Big Picture of Mobile and Social Media

All online communications are now mobile and social.mobile social There is an art and science to mobile and social media.artscience Mobile and social media are powerful fundraising tools.powerful fundraising tools

The Impact of Age and Gender Nonprofits must now communicate with five generations of donors, supporters, and communities served: 1. Silent Generation (Born , aged 69-older) 2. Baby Boomers (Born , aged 50-68) 3. Generation X (Born , aged 35-49) 4. Millennials (Born , aged 14-34) 5. Generation Z (Born 2001-present, aged 13-younger) Additionally, women are much more active on social media than men.social media

The Impact of Race and Class The largest racial group using Twitter is African Americans at 26% and Twitter’s user base skews urban. 70% of Pinterest users are female, predominately white, and come from households earning more than $50,000. African Americans, Hispanics and women are the most active Instagram users. Instagram’s user base also skews urban. In households earning less than $50,000 annually, 55 percent own Android phones compared to 36 percent who own iPhones.

Facebook Best Practices

1.Rather than sharing links on Facebook, upload photos with a link in the body of the status updates. Photos get 7X more engagement on Facebook than links. The ideal image size for Facebook photos is 500 x 500 pixels.upload photos7X more engagement

Facebook Best Practices 2.Experiment with only posting twice a day or less. The number one reason why supporters unlike a Facebook Page is because the admin posted too often.or lessunlike a Facebook Page

Facebook Best Practices 3.Post at least once on the weekend through the “Schedule Post” function. More supporters “Share” your content on Saturdays than any other day. Important: Do not use HootSuite to post to Facebook.Schedule Post“Share” your content on SaturdaysHootSuite

Facebook Best Practices 4.Enable “Similar Page Suggestions” in your Admin Panel. Page Suggestions are the primary source of new fans.Similar Page Suggestions new fans

Facebook Best Practices 5.Tap into the power of Giving Days, such as Giving Tuesday and Give Local America. Facebook referred 29.4% of traffic to donation pages on #GivingTuesday2013 and #GiveLocalAmerica2014 was the most successful fundraising event in U.S. history. Giving TuesdayGive Local America

Twitter Best Practices

1.Become an expert news source for your region and prioritize getting retweeted by tweeting and curating good content. Tweets that include links receive 86% higher retweet rates. Important: Don’t feel like you must have a dynamic or casual persona on Twitter.86% higher retweet rates

Twitter Best Practices 2.Experiment with posting a tweet or retweet every once an hour.once an hour

Twitter Best Practices 3.Follow strategically. The more often you follow, the more often your avatar is visible on Twitter. You can organize the chaos by using lists.Follow strategicallylists

Twitter Best Practices 4.Using more than two hashtags in a tweet decreases the retweet rate. Clear, concise language is the most retweeted.two hashtagsClear, concise language

Twitter Best Practices 5.Tweets with photos receive an average of 5X more retweets. Tweets that include properly sized photos receive up to 2X more retweets than those with cropped photos. The ideal image size for Twitter photos is 500 x 250 pixels. Tweets that include properly sized photos

Instagram Best Practices

1.Be ahead of the curve. Instagram is a sleeping giant that could transform fundraising. Imagine when images and videos could link to third-party pages within the Instagram app to enable two-tap giving and easy text giving.Instagram is a sleeping giant that could transform fundraising enable two-tap giving

Instagram Best Practices 2.Take screenshots of your most successful photos on Facebook (Pinterest, Google+, etc.) and regram them to Instagram. At minimum, upload at least one photo or video a day. Engagement is higher on Instagram than any other social network.Facebookregram

Instagram Best Practices 3.Upload behind-the-scenes photos and report live from events.behind-the-scenes photosreport live from events

Instagram Best Practices 4.Include a short description and hashtags.short descriptionhashtags

Instagram Best Practices 5.Create 15-second videos and video essays.15-second videosvideo essays

HOW TO: Create Visual Content

Create Visual Content Create promotional graphics [on Twitter], quote (photo) and stat graphics (photo), and title graphics. (Adobe Photoshop, PicMonkey) Create promotional graphicson Twitterquotephotostat graphicsphototitle graphicsAdobe PhotoshopPicMonkey Create fundraising graphics for mobile and social media.fundraising graphics Create Infographics. (Infogram, Piktochart, Shutterstock)InfographicsInfogramPiktochart Shutterstock

HOW TO: Track Mobile and Social Media ROI

Track and Report Progress Define your metrics and set measurable goals: - 25% increase in website and blog traffic in 12 months - 2,000 new e-newsletter subscribers - 25% increase in online donations - 1,500 new Facebook fans, 1,000 new Twitter followers, 750 new Google+ followers, and 500 new Pinterest followers - 10,000 video views on YouTube Create a Social Media ROI spreadsheet. Review the spreadsheet annually adjust goals and objectives accordingly and report progress.Social Media ROI spreadsheetreport progress

Conclusion Your mobile and social media campaigns are only as good as the staff that create and manage them. To subscribe to my weekly e-newsletter, please bring me your business card.