Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach – Marcie Grube Beyond Facebook: Using Pinterest, LinkedIn and Instagram to Expand Your Media Reach Marcie Grube Social Media Supervisor Helen Woodward Animal Center [go beyond the beaten path] 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 website • 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 • Marketing 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 stories 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, Twitter, Tumblr, Flickr, 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 • #Hashtags • 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 hashtag 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 Best Friends National Conference October 23–26, 2014 23 .