Beyond : Using Pinterest, LinkedIn and to Expand Your Media Reach – Marcie Grube

Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach

Marcie Grube Supervisor Helen Woodward Animal Center

[go beyond the beaten ]

Best Friends National Conference October 23–26, 2014 1 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

[let’s adventure]

Why Adventure? • Discover new communities and supporters • Create content in a new or previously overlooked way • Broaden the reach of your organization and mission • Make new friends (or reconnect with old) • Don’t try something for the sake of the tool or technology

“Because it looks cool!”

Best Friends National Conference October 23–26, 2014 2 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Prepare For Your Adventure • Get your map and supplies • How does the platform operate? • Who’s using it? • Are there tools are tracking? • Ask permission from the ranger • Propose a written plan if you need approval • How could this be beneficial? • Don’t over commit • Create test content

Start Your Adventure • Plan ahead • Content calendaring • Stay close to your mission statement • Be consistent • Set aside a little time each week as “creative time” • Be patient • It’s not a race • Be engaging • Take time to respond thoughtfully

Best Friends National Conference October 23–26, 2014 3 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Don’t be Geoffrey Rush

Track Your Progress • The “D” Word – Data! • Track your engagements • Traffic to your • Re-evaluate if something isn’t working • What type of content am I creating? • What content has more success? • Speak the language • With great success, comes great responsibility • Success is great! But remember to keep engaging

Best Friends National Conference October 23–26, 2014 4 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

What is “Content” • A story, article, image, video, question or discussion you can share • “Foot in the door” content • As your relationships grow, so can your content

Best Friends National Conference October 23–26, 2014 5 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

LinkedIn • Like “Facebook” for businesses and professionals • Users can see relationships by 1st, 2nd and 3rd degrees • Has a website and app

Who’s Using LinkedIn? • 58% guys, 41% gals • 25-54 years of age • No kids • Median income over $100K • Graduate and Post Graduate • Business-minded, active, educated demographic

(Stats by Quantcast.com)

Best Friends National Conference October 23–26, 2014 6 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

B2B versus B2C • B2B • Shorthand for “business to business.” The products and services are marketed to other businesses. • B2C • “Business to consumer.” The final customer is the consumer.

LinkedIn is B2B Focused • Companies’ use of LinkedIn has jumped from 24% to 57% in 2014 • 77% of B2B companies plan to increase investment into this network

(Stats by Forbes.com)

Best Friends National Conference October 23–26, 2014 7 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

LinkedIn Ideas • Cultivate business sponsors for events, campaigns or programs • Find professional talent who may be looking for a nonprofit career • A talented volunteer pool with time (and money) on their hands • Network with professionals

Best Friends National Conference October 23–26, 2014 8 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Do When You Get Home

Create (or update) your organization’s LinkedIn page

Do When You Get Home

Create a Showcase Page to show off a department or initiative • Blog-like, newspaper layout • Links back to your centralized org’s page • “Holdin’ Out For a Hero” • Foster volunteers • Rescue team • Medical staff

Best Friends National Conference October 23–26, 2014 9 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Do When You Get Home

Join interest-based groups • Animal welfare • Veterinarian • Pet rescue Join local professional networks in your area • Real estate groups • Financial networks • professionals

Best Friends National Conference October 23–26, 2014 10 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Pinterest • A virtual bulletin board where users can store favorite images, videos or links on categorized boards • Think of them like “virtual bookmarks” • Website and app

Pinning off of a website

Entering the info

Best Friends National Conference October 23–26, 2014 11 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Adoptable Puppy Board

In the Pinterest newsfeed

Who’s Using Pinterest? • 70 million users • 80% gals, 20% guys • Median income over $100K • Moms. Lots of moms. • 45% are 35 – 54

(Stats by Pinterest, RJMetrics, Business2Community)

Best Friends National Conference October 23–26, 2014 12 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Link-Building, Traffic Sending Mega Machine

• Pinterest uses Search Engine Optimization (SEO) • Use keywords everywhere: org description, each category board, each pin • Images are important • Clean, pretty, attractive

How Do People Use Pinterest? • Pass the time/entertainment • Inspiration of things to buy • Keep track of an interest or hobby • Keep up with latest trends • Fashion, décor, holiday • Connect with people who have similar styles and interests

(Stats by Pinterest)

Best Friends National Conference October 23–26, 2014 13 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Top 5 Themes on Pinterest 1. Recipes or cooking/dining ideas 2. DIY projects and crafts 3. Health information 4. Funny/human interest 5. Fashion and beauty

(Stats by Pinterest)

Best Friends National Conference October 23–26, 2014 14 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Pinterest Ideas Create blogs or articles based on top themes on Pinterest and gear them toward pet parents • Healthy, homemade pet treats • DIY cat beds to donate to rescues • Funny from foster families • How to braid a mane or tail • Holiday activities for both kids and pets

Pinterest Ideas Inspire fellow pinners with success stories and great images • Pinners love quotes and inspirational imagery

Best Friends National Conference October 23–26, 2014 15 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Pinterest Ideas Use a board as an in-kind donation wish list

Best Friends National Conference October 23–26, 2014 16 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Do When You Get Home

• Create (or refresh) an organizational Pinterest page • Keywords, keywords, keywords • Start slow, stay missional • Follow boards and pinners with content you like • Put a “Pin It” button on your website • Limit faces on Pinterest

Best Friends National Conference October 23–26, 2014 17 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Instagram Instagram is an app where users can share and creatively edit photos and videos. Users can then push their content to other services such as Facebook, , , , etc.

Who’s Using Instagram? • 150 million users • 90% of users are under 35 • Majority are 18 – 29 • This is the generation that coined the “selfie” • 68% gals, 32% guys • Instagram nearly popular as Facebook • 57% check daily (63% for Facebook) • International

(Stats by Pew Study 2013, Brandwatch)

Best Friends National Conference October 23–26, 2014 18 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

How Do People Use Instagram? • Take photos or videos with your phone, creatively edit, then post • It’s all about the followers • For many, it’s a popularity contest • A lot of following and unfollowing • # • Search capability • Re-gramming • Making a copy of someone else’s image and posting it

Step 1: Open the app Step 3: Select a photo

Step 2: Click the blue button

Best Friends National Conference October 23–26, 2014 19 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Step 4: Use a filter Step 5: Type a description

Step 6: HASHTAGS

Best Friends National Conference October 23–26, 2014 20 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Instagram Ideas • Cutest things ever • For educational program components… • Scout groups, high school clubs, after- school groups • Recruit junior volunteers and their parents • Popular hashtags can guide your content • Events • Clear in event marketing • Does your organization do something unique?

Instagram Tools • Apps • Repost, Squaready, PicJointer • Data Tools • Iconosquare (previously Statigram, website, free) • Followers+ (app, add-on costs, pretty cheap)

Best Friends National Conference October 23–26, 2014 21 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Do When You Get Home

• Create an Instagram account • Search for popular hashtags to guide your content • Post later in the day • Unlike Pinterest, faces are good! • Reply back to commenters • In comment section, touch and hold commenter’s name to reply • EMOJI

Best Friends National Conference October 23–26, 2014 22 Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube

Questions/Extra Time

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