5 Best Nonprofit Social Media Campaigns

Here Are 2 Modern Truths:

1. Social media is an incredibly powerful way to reach audiences.

2. Nonprofits are on a mission to make a positive difference in the world.

When you mix the power of social media with the world-changing missions of nonprofits, you get a combination of both reach and impact.

There’s so much we can learn from nonprofits and how they approach marketing. To inspire you (whether your business is a nonprofit or not), we’ve put together the 5 best nonprofit social media campaigns over the last several years.

5 Best Nonprofit Social Media Campaigns

1. Love Has No Labels (Ad Council)

Many Americans consider themselves unbiased. However, we, often unintentionally, make judgments about other people based on what we see—whether it’s race, age, gender, religion, or physical ability.

To help challenge our preconceptions, Ad Council created their groundbreaking campaign: Love Has No Labels. The goal was to help people rethink bias and  to “make love feel celebrated and more normalized.”

The campaign video was an instant success – recently hitting 160 million combined views. It was the most viral social media campaign ever.

Hundreds of celebrities shared the campaign, including former First Lady, Michelle Obama.

2. September Campaign (Charity: Water)

Charity: Water’s “September Campaign” is proof that nonprofit social media campaigns can be sustainable. Participants in the program raised more than 1.8 million dollars in 2015.

The September Campaign asks people born in September (founder Scott Harrison’s birthday month) to invite friends and family to donate to Charity: Water instead of buying gifts and share this story to social media.

September Campaign - Charity Water.png

This campaign demonstrates the power of social media as a word of mouth vehicle. When people witness the impact of donations made by friends family, and acquaintances across social media, it makes them feel compelled to help even more.

3. #MeToo (Just Be Inc.)

In one of the most successful (and unexpected) nonprofit social media campaigns of 2017, #MeToo became a rallying cry against sexual assault and harassment.

But we have to backtrack back to 2007 when Tarana Burke of the nonprofit Just Be Inc. launched the original #MeToo campaign. #MeToo was meant to be a movement that provides “empowerment through empathy” to survivors of sexual abuse, assault, exploitation, and harassment.

MeToo Social Media Campaign.jpg

Fast forward to 2017 and Alyssa Milano Tweets:

Within days, millions of women and men used social media to share the abuse they’ve faced in their own lives. Of course, what Milano didn’t realize was that she was putting into motion a nonprofit campaign that was 10 years in the making:

The #MeToo campaign proves how powerful personal stories can be in igniting a movement.

4. Big Tobacco Be Like (Truth Initiative®)

The Truth Initiative® is on a mission to end smoking. Their social media campaign Big Tobacco Be Like was a creative and eye-opening take on some harmful misconceptions that younger generations have around “social smoking” (i.e., people who only smoke at parties or on the weekend).

At first, Truth started with YouTube videos, but the marketing team took the #BigTobaccoBeLike social media campaign to new heights when they began a massive influencer marketing campaign.

The Big Tobacco Be Like videos have now amassed more than 59 million views, but their biggest achievement might be the 55% increase they’ve seen in young people agreeing that, even if you smoke occasionally, you are still supporting Big Tobacco.

5. Earth Hour (World Wide Fund for Nature)

The World Wide Fund for Nature’s social media campaign “Earth Hour” is an example of nonprofits using social media to help change the world. Every March, Earth Hour calls on individuals and businesses to turn off their lights for one hour to symbolize a dedication to combating climate change.

In 2017, Earth Hour celebrated its 10th anniversary and 187 countries and territories took part in what was their most successful campaign. They Tweeted 105 times, receiving more than 23,800 interactions and 3,200 mentions during the event.

But our favorite part was their branded Facebook Frame:

social marketing campaigns

The Earth Hour Facebook Frame reached more than 1,000,000 people across the platform – allowing people to share their own world-changing stories with their friends and family.

Marketing Lessons from Nonprofits

Every brand and business on the planet has a unique story to tell. To be successful in communications, you need to understand your unique value proposition and how to share that information with your chosen audience.

Examining and learning from some of the best nonprofit social media campaigns is a great way to expand your marketing toolbox and try others’ strategies for yourself.

When you’re ready to dive into the strategy of social media marketing to enhance your campaigns download our ebook on the topic.

nonprofit social media campaigns

PR and Influencer Marketing: How to choose the right influencer for your brand

When it comes to choosing the right influencer for your brand, knowing where to look and what to look for can be difficult and time-consuming – especially as social media networks appear to grow and evolve every day.

If you can partner with one or more powerful thought leaders whose voices and opinions align with your brand, you’ll not only receive additional online impressions, you’ll also develop real and trusting relationships with members of your target audience – leading to raving fans, repeat customers and ultimately, authentic brand ambassadors.

However, choosing an influencer to partner with online requires significant research. To achieve the best results – and get a return on your investment – you’ll need to dig deep into social media networks, monitor audiences, track trends and outline possible threats in as much detail as possible. And once you’ve found the right influencer for your brand – whether they be niche or mega –  you’ll need to put together a PR strategy in order to maintain a strong relationship and keep up appearances.

Five steps to find the right influencer for your brand:

Do your research

Before delving into social media’s enormous web, explore your own social circle for influencers, experts and thought leaders. If they’re already following your brand’s story online, it will be much easier – and possibly much cheaper – to engage and partner with them for a promotion.

If you need to look outside your immediate social circle, begin by searching hashtags on platforms like Instagram, Facebook and Twitter. Identify the most likely hashtags to be associated with your brand and look for popular users who use them. Once you’ve found several relevant digital influencers, follow them so you can monitor their activity. You don’t want to rush into a partnership, so take some time to learn a bit more about who they are and what their personal brand is trying to achieve.

With media monitoring services like Meltwater, finding relevant influencers for your brand is really simple. You can monitor the online conversations about your brand and identify users into three categories: average, niche and mega. Your average users are members of the general public, while niche influencers are thought leaders with small-to-medium sized followings, and mega influencers – often celebrities and public figures – have hundreds of thousands to millions of followers.

Monitor their audience

Once you’ve lined up several options – and you’ve followed them on social media – monitor their audience and join in the conversation. You want to measure how strong their engagement is to ensure they’re worth the long-time investment.

Quantify their likes against how many followers they have, and see how responsive their audience members are. Do they comment? Do they ask questions? Does the influencer reply to questions? The more an influencer engages with their audience, the greater their relationship with consumers – and the greater their relationship with consumers, the stronger the trust and ability to influence their decisions.

Outline possible threats

Look into an influencer’s branded partnership history. Have they ever wounded a brand by leaving negative comments on their Facebook page or profile? Have they built a good relationship with an enterprise, only to change their mind about a brand halfway through a campaign? If you sense any danger, it might be worth looking elsewhere. Remember, it’s about mitigating risks and putting steps in place to avoid making mistakes.

Make sure you get what you pay for

Once you’ve established a relationship with an influencer, you want to ensure they’re aware of your goals and expectations. It could be worth outlining a formal agreement or providing them with specific content to share or promote. While you want them to be authentic and post organic material, it’s important to remember that you’re paying for their services. At the end of the day it’s a business transaction between two parties.

To ensure you’re getting what you paid for – and prove ROI –  measure the results with media monitoring services like Meltwater. If you’re not achieving what you set out to in the beginning, consider ending the relationship on good terms.

Establish and maintain a good relationship

Social thought leaders are called influencers for a reason – because they have the power to influence consumer thinking and decision-making. With this in mind, it’s vital to maintain a positive relationship, even after a campaign or promotional period has ended. Stay in contact with digital influencers and continue to be a part of their community’s conversation. You never know when you might need them again, or what damage they could do to your brand if left unattended and ignored.

About the author:

Mimrah Mahmood is the Asia-Pacific Regional Director of Media Solutions at Meltwater, where he helps numerous organisations break down media data (social, print and other), to create meaningful insights; build progressive and scientific frameworks to track efforts in PR and marketing; build road-maps to improve communications plans; and identify opportunities and threats that arise from competitors. As a leader within a multi-award winning company, Mimrah is a proud advocate of better measurement practices in PR, Brand and Strategic Communications. You can connect with Mimrah on LinkedIn https://sg.linkedin.com/in/mimrah

Want to find out how Meltwater can help deliver brand insights and competitive intelligence for your company? Click below!

Sick and Tired of the Same Old Content? Create Evergreen Content!

Have you been chasing down every holiday, trying to jump on every trending hashtag, only to be worn out by the chase? Why not try creating evergreen content? Here are some ideas for you.

Same Questions, Different Day?

To you, that question about why you should not wear stripes and polka dots together seems obvious. After all, you’ve been a fashion designer for 20 years! But to your clients, not so much! Explain to them in a blog post why stripes and polka dots clash. Not only that, show them pictures! You might even have one great idea that could be turned into a series.

Share Widely

Now that you’ve written that article, share it all over! And then after a decent amount of time (five days? one week?), share it again! People will probably not remember that they saw that article the first time. Even big brands share their content more than once! Of course, you can probably get away with more sharing on Twitter than say, LinkedIn. So mind where you share.

Rinse and Retweet

Continue sharing, scheduling, and repeating articles. After all, you’ve taken a lot of time to write that article, haven’t you?

Don’t Forget to Share Others’ Posts

While you’re at it, share others’ articles and content as well as your own. Your audience doesn’t want to see just your own content, after all. Unless you’re the New York Times or a big media outlet, that is.

What to Write?

I’ve found a very good place to start is with those frequently asked questions that you hear all the time! Start with those. Have an outsider ask you questions about your business and if the answers aren’t already obvious and easy to find on your website or social media, answer those questions with an article. Here’s a good article about finding things to write about 50 Can’t-Fail Techniques for Finding Great Blog Topics. By the way, the tip to write about pain is a great one. Pain points are where your product or service can step in and provide a cure.

If you’re looking for a compelling story that only your brand can tell, consider delving into your data around your brand and industry. Storytelling with information only you are privy to will resonate with your colleagues, your community, and hopefully, your target audience.

Evergreen

 

This article originally appeared in Your Social Media Works, it was written by Carol Stephen from Business2Community, and is legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

How to Create an Effective PR and Marketing Strategy for 2018

How do you plan to market your business in 2018? How can you guarantee an effective PR strategy?

As 2017 comes to a close, now is the time to think about your PR and marketing plan for the coming year. What’s been working well? What hasn’t? What new strategies will you try for 2018?

Follow this convenient guide to set up your foundation for the new year.

How to Create Your 2018 Marketing Plan

Step 1: Review 2017

Before you can figure out where you’re going, take a look at where you are. What were your goals for this last year? Did you achieve them?

Also, think about the marketing strategies you used this past year. How did they work out?

If you didn’t have specific goals for this year, now is a great time to collect some baseline data, too:

  • Set up a Google Analytics account so you can measure your website traffic
  • Export and review analytics from your social media accounts so you have data saved showing your current numbers
  • Check your e-newsletter’s open rates and click-through rates to make note of where they are now

Step 2: Establish New Goals

After you’ve established how 2016 went, it’s time to look ahead to 2018. What goals do you want to achieve? Make sure that you set goals that are SMART:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

It’s much better to have a few realistic, clear goals than a vague idea like, “I want more customers.” Instead, set goals like:

  • 50 new Facebook fans
  • 25% more website traffic
  • 5 new sales a month

Once you have SMART goals established, you can figure out how you’ll get there.

Step 3: Brainstorm Strategies to Achieve Your Goals

Did you take the time to brainstorm new ideas for your 2018 marketing plan?

This is the time you’ll come up with specific ways you’ll achieve your goals. For each goal, write down a couple of strategies you think will get you there (see below for a few suggestions).

For example, if one of your goals is to increase website traffic, you might want to include blogging regularly in your marketing plan. Or, if you want to see a certain amount of growth on your Facebook page, consider running a Facebook ad campaign.

In addition to thinking about strategies you think might work, take the time to do some research and write down ideas you want to try. Look at industry trends and strategies experts are predicting to be important in the coming year.

Step 4: Write Out a Marketing Plan

Once you’ve written down your ideas, it’s time to turn your thoughts into an actual plan. I suggest doing this by writing each month of the year on a piece of paper and then listing the strategies you plan to employ during the month underneath it. This helps you visually see how many different marketing activities you’re committing to taking on each month.

Of course, some strategies (such as blogging or social media) are ongoing, but some (such as pitching the media or running Facebook ads) can be done a couple of specific times during the year. This way you can plan extra activities in your marketing plan for the months you know tend to be a little slower.

Once you’ve drafted your plan, type it out month-by-month so it’s clear for you to see which activities you need to do when.

Step 5: Put it into Action

This is probably one of the most important steps! Your marketing plan is useless if you don’t follow it. Yes, things will come up that take over, but make sure you stay on track with the strategies you put in place so that you can tell if you’re successful by the end of the year. Actually write down which activities to do and when you plan to do them on your calendar or planner. Give yourself deadlines and stick to them!

Each month, go through your various points of data collection to take a quick look at how you’re doing. Check your Google Analytics, e-newsletter open and click-through rates, and social media data. If you see your e-newsletter isn’t getting many opens, maybe try a different approach to the subject lines, or if you see a certain blog post getting a lot of traffic or clicks, consider writing a follow-up to it.

Also, make a note to evaluate your plan toward the end of June. At that point, you can do a full review of your marketing plan to see what’s working well and what isn’t. It may be a good time to shift focus from one area that isn’t performing well to an area that is or to try a new strategy altogether instead.

Bonus: Common Strategies for Your Marketing Plan

It can be hard to know which strategies to use to achieve your marketing plan’s goals. Here are a few common tactics that we’ve seen work well across a wide variety of industries:

Strategy: Creating & Distributing Press Releases
Goals it Helps: Increased website traffic, editorial media coverage, name recognition and brand awareness

As long as you have something newsworthy to share, press releases can be used in a few ways. If you release them on the wires, they can provide hundreds of links back to your website, increasing your search engine optimization (SEO) and your traffic. If you send them to specific media contacts, and if the news truly is important to their readers, they can write about your company and introduce your business to even more possible customers.

Strategy: Event Creation & Promotion
Goals it Helps: Increased consumer engagement, editorial media coverage, website traffic, name recognition and brand awareness

Despite the growth of digital media, consumers crave connection. An event can be a fantastic way to interact with your customers face-to-face, and depending on the type of event you’re hosting, you might even be able to get some media coverage out of it. As you consider creating an event as a way to connect with your consumers, think about ways you can give them an unforgettable experience with your brand.

Strategy: Editorial Media Pitching
Goals it Helps: Increased name recognition, brand awareness and (sometimes) website traffic, in addition to establishing you as an expert in your field and providing a credible testimonial endorsement for your business, making consumers more likely to make a purchase

It can be exciting to see you your business’ name in the press! In addition to providing yet another way for potential consumers to see your company, editorial media coverage is a third-party endorsement from the journalist, telling their readers, viewers, and listeners why they should consider your business. This can carry a lot of weight! In addition, if the coverage runs online, the reporter will likely include a link to your website, which can make a positive difference for SEO and your website traffic.

Strategy: Social Media Ads
Goals it Helps: Increased consumer presence and engagement, website traffic, name recognition and brand awareness, in addition to establishing you as an expert in your field and showing followers why they should work with you

Advertising on Facebook, Instagram, Twitter or LinkedIn can be a very affordable way to increase your reach across the platforms. In addition to the traditional ads you see on the sidebars of these websites, sponsored posts actually show up in users’ newsfeeds as any update would. As long as you target the ad correctly, write a compelling update and using an engaging image or two, they can greatly increase your visibility to new potential followers. In fact, Facebook’s algorithm actually weights posts from advertisers, so if you’re spending money on ads, chances are your organic posts will be more visible too.

Strategy: Organic Social Media
Goals it Helps: Increased consumer engagement, website traffic, name recognition and brand awareness in addition to showing followers why they should work with you or buy from your company, and providing a convenient way for customers to communicate with your business

Even if you don’t pay for social media advertising, maintaining a presence on the platforms your target consumers use can be extremely helpful. In addition to providing a forum for you to connect with users that are interested in your business and industry, your social channels are a fantastic opportunity to remind consumers about the services you offer, your expertise and that you care about them. They can be fantastic for increasing website traffic and SEO, as well as providing excellent and attentive customer care.

Strategy: Blogging
Goals it Helps: Increased website traffic, name recognition, and brand awareness, plus it gives you authority as an expert and shows visitors why they should work with you

The primary benefit of blogging for your business is that it can drive additional traffic to your website. By publishing quality, helpful posts at the same day and time each week, you show the search engines that your website is high quality and helpful for internet users, which can greatly increase your ranking in search results. Because the best way to write for search engines is to write quality posts, your content should already be helpful to your target consumers. Your blog can also establish you as an expert and provide a fantastic forum for customer care.

Strategy: Email marketing (or an e-newsletter)
Goals it Helps: Increased website traffic, credibility, name recognition and brand awareness, in addition to reminding contacts you already have that they should work with you

Email marketing continues to be an important component of a successful marketing plan. Research shows:

  • Email use worldwide will top 3 billion users by 2020.
  • Gmail has 1 billion active users worldwide.
  • 86% of consumers would like to receive promotional emails from companies they do business with at least monthly.

If you want to increase your website traffic and credibility with your consumers, as well as name recognition and brand awareness, a monthly e-newsletter can be a fantastic strategy. A brief email with helpful articles, links, etc. can be another helpful reminder for your target consumers to contact you and find out more about your products and services.

 

This article originally appeared in Three Girls Media, was written by Emily Sidley from Business2Community, and legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.