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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