Download Social Media in Marketing and Advocacy

SOCIAL MEDIA IN
MARKETING AND
ADVOCACY
Connie Helmlinger, APR, Manager of Communications, NCHFA
Madison Fisler Lewis, Communications Specialist, NCHFA
Ruthie Dent, VP of Marketing and Special Projects
Fayetteville Area Habitat for Humanity
Connie
Helmlinger, APR
Manager of
Communications at the
North Carolina Housing
Finance Agency
Marketing Best Practices: Evergreen
■ Research/analysis of the situation
■ Planning, goal/objective setting
■ Implementation
■ Evaluation
Research
■ Research helps define the problem and target audiences.
 WHO do we want to reach?
 WHAT do we want them to DO?
•
Increase knowledge?
•
Change opinions?
•
Encourage desired behavior?
 WHAT messages do we want to communicate to each public
■ Research considerations: available resources, data collection tools, sample size, time
Planning
■ Goals: long-term, broad, global, future statements of “being.”
■ Target audience
■ Objectives: Short-term.
 WHAT opinion, attitude or behavior you want to achieve from target audience
 How much change you want to achieve from each public,
 When you want to achieve that change.
 SMART
 Output, Process, Outcome
■ Strategies: Roadmap to reach your objectives.
■ Tactics/tools: Specific elements of a strategy or tools for accomplishing a strategy.
People need to hear something an average of 8 times.
Implementation
■ Actions the organization is taking as part of the plan.
■ Messages sent through each communication channel.
■ Timetables, budget allocations, accountabilities
■ Number of people reached in each key audience
Evaluation
■ Effectiveness of the program measured against objectives.
■ Determine how members of each audience interpreted/acted on messages
■ Identify ways to improve
■ Adjust plan, materials, messages and activities
■ Collect data for use in research phase of next program
Marketing Best Practices: 2016
■ Inbound marketing should be your first step—how do I attract people?
■ All marketing is advocacy marketing
■ No longer just “what’s in it for me?”—also “what’s in it for the world?”
■ Engagement vs. sales—creating a relationship
■ Social media—It’s not going away
Outbound vs. Inbound Marketing
■ 45% of direct mail never gets opened
■ 200 million people are on the national Do Not Call Registry
■ 85% of people fast forward through commercials
■ 84% of 25–35 year-olds are likely to click off a website
Marketers today spend 90% of their efforts on
outbound marketing and 10% on inbound marketing.
Inbound Marketing
■ Creating quality content that pulls people towards your organization
■ Identify your target audience and learn all you can about them
■ YOU align the content with your customer’s interest
■ The right content will be shared
 Increasing your reach
 Increasing awareness
 Increasing trust
Educate your audience to build your brand.
Marketing and Advocacy
■ All-issue publics are active on all issues.
■ Apathetic publics are inattentive and inactive on all issues.
■ Single-issue publics are active on a limited number of issues.
■ Hot-issue publics respond and become active after being exposed to an issue.
Influencing public opinion requires different tactics
for different types of publics.
Advocacy: What Are You Trying to Change?
■ Opinions: This development will hurt community…This development looks really nice
■ Attitudes: Affordable housing brings “those people” to my community…affordable
housing has helped hard-working, deserving people in my community
■ Beliefs: I don’t believe affordable housing has any benefits…I think affordable
housing has its place
■ Values: All taxes are bad…Some tax dollars benefit community
These are progressively harder to shift.
Inbound Marketing’s Foundation: Social Media
■ Social media is a marketing tactic – it is part of an overall marketing plan
■ Influence marketing--more effective than advertising
■ Disproportionally influences market behavior
■ Constantly evolving technologies and platforms
■ Real-time 24/7—needs to be watched closely and responsive
■ Maximize positive, minimize damage
■ Organizations must be accessible to succeed—authenticity of primary importance
Social media is the game-changer in advocacy.
Social Media vs. Traditional Marketing
Social Media (Inbound)
Traditional Marketing (Outbound)
Two-way conversation
Open system
Transparent
One-on-one marketing
About you
Brand and User-generated Content
Authentic content
Free platform
Metric: Engagement
Unstructured communication
Real-time creation
Informal language
Active involvement
One-way conversation
Closed system
Opaque
Mass marketing
About me
Professional content
Polished content
Paid platform
Metric: Reach/ frequency
Controlled communication
Pre-produced/ scheduled
Formal language
Passive involvement
Key Takeaways
■ Don’t forget evergreen best practices: Research, Planning, Implementation, Evaluation
■ Focus more on inbound marketing but don’t neglect outbound
■ Remember marketing is about building relationships
■ Use social media as a low-cost basis for advocacy
Madison
Fisler Lewis
Communications
Specialist at the North
Carolina Housing
Finance Agency
Measuring Success
Impact
Engagement
Conversion
Impact
Connections
Followers
Likes
Views
Blog Visits
Unique Visitors
Engagement
Clicks
Retweets
Mentions
Direct Messages
Comments
Ratings
Conversion
Registrations
Lead Generations
Phone Leads
Online Leads
Form Completions
Social Media Demographic Groups
■ Twitter:
■ Facebook:
– 37% of adults 18-29
– 87% of adults 18-29
– 25% of adults 30-49
– 73% of adults 30-49
– 12% of adults 50-64
– 63% of adults 50-64
– 10% of adults 65+
– 56% of adults 65+
– Particularly popular
– Increased use
among those under
among seniors, more
age 50 and collegewomen than men
educated
demographic
■ LinkedIn:
– 23% of adults 18-29
– 31% of adults 30-49
– 30% of adults 50-64
– 21% of adults 65+
– College graduates
dominate
demographics
News and Social Media
■ In 2013, 52% of Twitter users and 47% of Facebook users used social media
platforms to get their news
■ Last year, those numbers rose to 67% for both
■ News from social media networks allows users to keep up with news events in real
time
■ Facebook users are more likely to respond to content, and Twitter users are more
likely to follow and keep up with particular news organizations
Successful Social Content
■ Interesting content
■ Non self-serving content
■ Provide opportunities for
interaction
■ Build a social presence
Social Media Recommendations
■ Interactive content
■ Multimedia content
■ Acquisition campaigns
■ Cater content to audience
Social Media and Content Marketing
■ Use social media to promote your content
■ Let social media platforms become your sounding board
■ Content should follow the 1:3 rule
■ Test certain types of posts and content to see what works for your audience
Key Takeaways
■ Utilize value-added content
■ Customize content to audiences and demographics
■ Provide consumers with fun, informative, and non-self-serving content