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Nonprofit Resources for Scraping by on Social Media
Transcript of Nonprofit Resources for Scraping by on Social Media
GRAND RAPIDS | LANSING | DETROIT
The State of Social Media
Primary Social Media Platforms Used by Nonprofits
[At the Moment]
What's Up With Facebook (1):
The Default Platform (Used by All)
"Zero Organic Reach"
Best Opportunities for Advertising (Users + Time)
What's Up With Twitter:
Stumble: Flat User Growth
Not as "Sticky" as FB
Tweets Now Appearing in Google Search
Archive Tweet Search
Custom Backgrounds Gone*
What's Up With YouTube:
Destination for Entertainment (Over TV/Movies)
Rich Advertising / Targeting Options
Mobile Links (Cards)
What's Up With Instagram:
Passed Twitter in MAUs (300m)
Now Offers Ads
Richer Featureset ("Gallery" Ads)
New Aspect Ratios
What's Up With Pinterest:
Still Heavily-Female Audience
High Conversion Rate
Blocking Affiliate Links
Now Offers Ads
What's Up With LinkedIn:
Facebook Dominating Time Spent
What's Up With Facebook (2):
What's Up With Google+:
Only 9% of 2.2b Users Are MAUs (200m)
Evolving: "Streams," "Photos," "Collections"
SEO Benefit ONLY if Content is Engaged
Meerkat and Periscope
Livecasting Apps du Jour
Developers Inspired by Need to Capture Protests
Now Android and iOS
First Big Use: Mayweather-Pacquiao Fight (hints at I.P. problems)
Only Useful When Live is So Compelling it Outweighs Benefits of Editing
Educated, Affluent Audience - But Not "Sticky"
Oriented to Pros
Good for Recruiting
Some of my Favorite Free / Low-Cost Tools
Processes and Prioritization
Prepared for the 2015 WMPRSA Nonprofit Workshop
How Many Networks Should You Be Active On?
What's Up With Facebook (3):
Closed API to Search
Creating Own Search (Compete w/ Google)
Revenue-sharing for Video Creators (ala YouTube)
Necessity / Actionability
Level of Detail
By 2020, customer service will replace price as the key differentiator for brands.
Responding to Complaints
NOT Responding to Complaints
Nonprofit Tech for Good Walkthrough:
4. [all others...]
What are competitors doing?
What are affiliates doing?
What are partners doing?
Types of Content
Timely vs. Evergreen
(mine your annual report)
"Around the Office"
DYK / Education / Advocacy
Amazon Used Books
Help Others' Engagement
Like/Favorite Others' Posts
Share/RT Relevant Posts
Tag Orgs & People in Posts
Importance for Media Relations:
News Orgs' "Hunger Games" Boards
Which are good fit for social?
What are their needs/interests
(and how can you serve them?)
Don't forget employees / volunteers
Leverage brand advocates
Unique Value Proposition (UVP)
Why should someone invest in your org vs. others?
Why should someone follow your social media vs. others?
60% Proactive Engagement
20% Relevant Content
20% Talking About Self
Twenty deposits for every withdrawal
that drive your content creation & curation
News U Can Use
Did You Know?
Timely vs. Evergreen
"Bank" evergreen content for shortages
Free yourself for timely updates by scheduling ahead evergreen
Social Media and Intellectual Property (IP) Law
[when saving money doesn't actually save money]
Navigating The IP Legal Minefield
Tips for Safe Content Creation
"Deputize" employees, volunteers, and advocates to submit their photos for use
Train yourself to always take generic images wherever you are
Use your own IP
Avoid "free" image sites
Creating Content Safely
Rule of Thumb:
Link, don't upload
Open SEO Toolbar
Creativity & Inexpensive Staging
What NOT To Do: Tyrese Gibson
What NOT To Do: Josh Ostrovsky ("TheFatJew")
Ad Quality Score
Focus on Users (not Advertisers)
"Donate Now" Button
Page Design Change