#NPMC chat - June 25, 2015

Welcome to #NPMC chat! Today's topic is "paying for reach on social media"  http://bit.ly/1BE0l19 

Let's start by introducing ourselves :) Pls tell us a little about you & even if you think you’re going to be quiet, pls say hello! #NPMC

Excuse the spike in tweet volume as I join #NPMC chat for nonprofit communicators. Join us!

I’m Joyce, Communications Lead at @techsoupcanada and host for the next hour #NPMC

Greetings and happy Thursday! My name is Yesenia, I live in Chicago & I build websites for nonprofits. #npmc

@silverbell Always great to see you, Yesenia! Thx for joining #NPMC today :)

Joining #NPMC chat momentarily - tweet volume will spike - jump in w/ ideas on paid social media for nonprofits!  https://twitter.com/mo_flow/status/614101633874677762 …

@techsoupcanada work primarily with #FaithBased & #NGO utilsing multiple tools and #socialmedia platforms #NPMC

@mayawalkca Love what you do. Thx for joining #NPMC today!

RT Excuse the spike in tweet volume as I join #NPMC chat for nonprofit communicators. Join us!

I'm Marlene Oliveira, (nonprofit copywriter in Toronto) happy to welcome @techsoupcanada as today's #NPMC chat facilitator.

@OPgrrl TY for taking time to join #NPMC today and helping us spread the word :)

Hi all! I'm Annie, and I'm the comms coordinator for a youth volunteer award program. #NPMC

@annietasker Great to have you, Annie. Excited to hear your perspective on social media reach! #NPMC

We’ll be using the Q/A format. I pose questions using Q1, Q2, etc. and you can respond by using A1, A2. Remember to include hashtag #NPMC

@annietasker would love to hear more about the programme: link? #NPMC

@mayawalkca @annietasker Of course! Today's topic is "paying for reach on social media"  http://bit.ly/1BE0l19  #npmc

We're joining the #NPMC chat now on "if your non-profit should pay for reach on social media." If you have any insight, please chime in!

Q1. On which social network are you already engaging with your nonprofit’s communities? #NPMC

Hi, #NPMC. I'm RoiAnn, and I manage comms for @HealthConnctOne, a national, Chicago-based NPO advancing peer-to-peer support for new fam's.

Hi everyone:) Sarah here, Comms Coordinator for @threadsoflifeca, joining from northern Ontario. Looking forward to today's #NPMC chat!

@SarahWheelan @threadsoflifeca Glad to have you with us, Sarah! #npmc

@techsoupcanada A1. #twitter #facebook #googleplus #linkedin #youtube #NPMC

A1: On behalf of @CantataBestLife, I post to Facebook, Twitter, LinkedIn and Google Plus. (ranked in order of ROI) #npmc

A1: We're most active on FB & Twitter, and to a lesser extent, on LinkedIn. #npmc

A1. At @techsoupcanada we're actively on Twitter, Facebook, YouTube and SlideShare #NPMC

@OPgrrl @HealthConnctOne thx for the #NPO #hashtag havebeen using #NonProfit. Much more elegant! #NPMC

A1. We're active on FB & Twitter, present on LinkedIn & YouTube but little emphasis/ engagement/ strategy there. Pondering Instagram. #NPMC

A1: 2014 I focused on facebook, this year I have taken to actively posting on twitter also #NPMC

Beware, there will be an influx of posts for the next hour, but I'm looking forward to today's #NPMC chat!

@OPgrrl Do it! IG has such potential... What's keeping you from trying it out? #npmc

Great to see everyone actively on multiple channels & considering more! This brings us to a follow up question ...#NPMC

Q1b. Have you experimented w/ paying for greater reach on those platforms? What did you learn? #NPMC

A1B: Yes. I found Twitter was a winner, LinkedIn was a loser and Facebook was too complicated. #npmc

@silverbell Interesting! What was your goal with your Twitter paid reach? #NPMC

Interesting! RT @silverbell A1B: Yes. I found Twitter was a winner, LinkedIn was a loser and Facebook was too complicated. #npmc

Q1b: to date, we've not paid for a single post, boost or ad. #npmc

A1: We actively promote on FB, but haven't tried others. Mostly because I'm not as comfortable with the other platforms. #NPMC

@techsoupcanada Q1b currently paying on FB - makes great difference. Also use that to migrate to other existing platforms. #NPMC

@techsoupcanada I was promoting a webinar. It worked like a charm! #npmc

@SarahWheelan We're in the same boat :) Has it ever crossed your strategies or has it been ruled out by budget? #NPMC

A1b. Tried paid reach once on FB and twice w/ Google Ads. FB drove more traffic. Again - time for ad/paid strategy is sorely lacking. #NPMC

@SarahWheelan Getting the results you want without paying? #NPMC

.@silverbell experimented with paid reach on Twitter to promote a webinar -- and it worked like a charm! #NPMC #nptech

MT @SeattleSeneca A1: We actively promote on FB, haven't tried others. Mostly because I'm not as comfortable with the other platforms. #NPMC

@OPgrrl my experience too fwiiw #NPMC

I've heard that it's smarter to boost FB posts that have already proven themselves popular. Have y'all found that to be true? #npmc

@OPgrrl True say, time is always a constraint. What was your goal on FB? Increase web traffic or ...? #NPMC

@techsoupcanada We haven't yet been able to make the case. It's come to a stage where we need to look at it as a strategy tho! #npmc

@silverbell I have too. But from different Facebook ad expert, heard 'never use the boost post option'. #NPMC

@silverbell Haven't tried but it certainly fits with how the new FB algorithm works #NPMC

@silverbell yes for me - best implementation and traceability. Plus plays nice as a portal to other #SocialMedia platforms #NPMC

@mo_flow @silverbell same lesson shared with me too #NPMC

@techsoupcanada *sigh* Yes. It's part of their "business plan" #npmc

@SarahWheelan my understanding is that you're doing well organically, the answer is YES - you'll be pleased with boost in paid reach. #NPMC

@mo_flow @silverbell sorry I'm missing this chat. Currently on another telecon. Will look forward to archives. #NPMC

@SeattleSeneca What type of paid reach have you used on FB? #NPMC

@techsoupcanada Yes, our paid reach goal was to increase web traffic on narrow topic our FB friends care about. #NPMC

@SherryCalder @mo_flow @silverbell No problem! Hopefully we'll see you in the next #NPMC chat (July 30 1pm EDT)

@mo_flow @silverbell did they have a reason not to use 'boost post'? Not enough reach? #NPMC

@mo_flow helpful info - thank you! #npmc

@mo_flow ooooooh. good to know. #npmc

@SeattleSeneca @silverbell More expensive option within the Facebook advertising suite. #npmc

MT @mo_flow: If you're doing well organically on FB, you'll be pleased with boost in paid reach. #NPMC #nptech

This brings us to Q2. What results would you be looking for if paying for reach on social networks? #NPMC

@techsoupcanada promoted our page, boosting posts, and some other targeted advertising. #NPMC

@techsoupcanada A2 increase presence/awareness that our values align with demographic whose radar we are not on! #NPMC

A2: **Quality** website visitors. (I think my Twitter ad worked because of the available targeting options.) #npmc

@LeiliXO @silverbell Only go with engagement-based ads (leads collected, registrations, downloads) to be able to measure? #NPMC

A2. If @techsoupcanada were to pay for reach, I'd like to see hard conversions - translate to donations, new members etc. #NPMC

RT @fuuyin A2. If @techsoupcanada were to pay for reach, I'd like to see hard conversions - translate to donations, new members etc. #NPMC

@fuuyin @techsoupcanada Agreed! Twitter & FB have tracking pixel to help with measurement. I don't think LI does. #npmc

@mayawalkca Great goal! What kind of metrics would you look for to determine if your paid reach succeeded in increased awareness? #NPMC

@SeattleSeneca @techsoupcanada Well, I can say that it is much cheaper to use FB ads than Adwords. So we are using FB too #NPMC

@mo_flow @SarahWheelan It is not very expensive to advertise on FB but it is very long process to achieve goals organically. #NPMC

@silverbell So true. It's hard to measure straight conversions with channels other than FB or Twitter #NPMC

@hopespringH2O @techsoupcanada there is always Google Grants to help with adwords...#NPMC

@techsoupcanada Numbers - obviously - & also engagement - in particular shares. Easy to track the reach beyond our own core #NPMC

@hopespringH2O Even with the Google Grant for nonprofits? @mo_flow @SarahWheelan #npmc

@hopespringH2O Have you applied for a Google Ad Grant?  http://www.google.com/grants/  #NPMC

@techsoupcanada A2 donations not the goal - awareness in my context is #NPMC

LOL. We are all spreading the Google Grants word, apparently! #NPMC

@mo_flow It's like when you're paying for groceries and the check out person tells you to grab the coupon in the weekly flyer :) #npmc

@mayawalkca Would your call to action be visiting your website? (i.e. increase in web traffic = increase awareness?) #NPMC

@mo_flow Well, it is a great program :) Free $120K annual ad budget? Yes please  http://bit.ly/1ptguuM  #NPMC

@techsoupcanada one metric indeed. Also the organic nature of seeing increased traffic across platform when dialogue happens #NPMC

A2: We offer a lot of free events, so we use social media to raise awareness and drive attendance. #NPMC

MT @mayawalkca: The organic nature of seeing increased traffic across platform when dialogue happens is one measurement of success #NPMC

Q3. How can you assess whether it’s worth experimenting with paid reach on social? #NPMC

Heya @TessaBWpg worth exploring? #NPMC  https://twitter.com/techsoupcanada/status/614123160720551936 …

Love it RT @SeattleSeneca A2: We offer a lot of free events, so we use social media to raise awareness and drive attendance. #NPMC

@mo_flow Ha, I'm applying for another one with my new org! #npmc

@SeattleSeneca Same here. Now I wonder though how many in attendance come because they see the event on social media? #NPMC

Instagram's Overhauled Search: Real-Time Instead of Real Bad  http://wrd.cm/1FCat5F  via @WIRED #nptech #npmc #sm4sg

Hi #npmc, jumping in late from @DanceUK in London.

@JohannaSedgwick @SeattleSeneca You can always ask them how they heard of your event and list your social media channels #NPMC

A3. We pay a lot attention to analytics. So we must know exactly what kind of paid advertising brings the result. #npmc

A2: We see a lot of engagement (likes/share), but little in the way of comments. How do you all drive that dialogue? #NPMC

@eebeejay @DanceUK Better late than never - thx for joining us, Erin! #NPMC

@techsoupcanada Now you got me thinking! #NPMC

@SeattleSeneca the best way is to communicate with them or encourage them to left a comment by saying "please comment" #NPMC

@SeattleSeneca I've had success posting open questions. For @CantataBestLife "What's your favorite part of getting older?" worked well #npmc

@hopespringH2O Love that focus on data. 1 reason why we love Google AdWords + Google Analytics integration  http://bit.ly/16FX5DJ  #NPMC

RT @techsoupcanada Q3. How can you assess whether it’s worth experimenting with paid reach on social? #NPMC

@hopespringH2O what analytics do you use? #NPMC

If you want to try to reach a new audience, that's the best judgement with experimenting on paid reach #NPMC  https://twitter.com/techsoupcanada/status/614123630142861313 …

@SeattleSeneca Just generally on social? Staff and Board members share on personal pages - for us, that's where real dialogue happens. #NPMC

@JohannaSedgwick can be hard to measure. We often do surveys, but that only captures a small slice of attendees. #NPMC

RT @hopespringH2O A3. We pay a lot attention to analytics. So we must know exactly what kind of paid advertising brings the result. #npmc

RT @npcommunicator: If you want to try to reach a new audience, that's the best judgement with experimenting on paid reach #NPMC #nptech

@techsoupcanada yeah and for nonprofits Adwords also giving $10,000/month grant:  http://www.temi.uk/free-google-ads-for-charities/ … #NPMC

@mayawalkca We mostly using Google Analytics and Yandex Metrika. #NPMC

@mo_flow @techsoupcanada A3. How can you not? Not #argumentative. It's the doorway into #individualised world Not there = not relevant #NPMC

MT @OPgrrl @SeattleSeneca Staff and Board members share on personal pages - for us, that's where real dialogue happens. #NPMC

@OPgrrl interesting. That's one area that our board hasn't engaged yet, even after constant reminders of how important it is. #NPMC

@techsoupcanada @npcommunicator Absolutely agree #npmc

MT @OPgrrl: Have staff and Board members share on personal pages - for us, that's where real dialogue happens. #NPMC #sm4g

@mayawalkca True. Can actually be much more cost-effective vs print/broadcast media options. #NPMC

@SeattleSeneca @OPgrrl agreed- also when that happens helps with organic nature outside of core contect in my experience #NPMC

@SeattleSeneca What matters to them? When you post about THAT, shoot one of them an email, ask for share. That's how I engaged staff. #NPMC

A3. Paid traffic is very important if you want to get the result immediately, right now. But also important to know that it converts! #npmc

@mo_flow that's my experience - print no longer as relevant. Funny in local region papers more so #NPMC

A3. Set a very specific, time-based goal for your test ads to assess ROI. #npmc

MT @hopespringH2O: Paid traffic is important if you want to get immediate results but also important to know that it converts! #npmc #sm4g

@OPgrrl @SeattleSeneca yeah, it can take some time when you manually inform people, but usually it brings good result! #npmc

@OPgrrl terrific idea! #NPMC

Q4. How might you demonstrate the value of moving a small portion of your existing budget over to social? #NPMC

@OPgrrl @SeattleSeneca challenge is to impart the import of engaging!#NPMC

@mayawalkca @SeattleSeneca I hear you! #NPMC

@JohannaSedgwick we have multiple touch points, so having options of how they heard about the event lets us know which are working. #NPMC

A4. The best way to demonstrate it - to show some result, achieved goal with social advert. After that you can slowly increase budget #npmc

@techsoupcanada A4 engagement (i.e. discussion on FB) is the best metric.Numbers good, but seeing people discussing, sharing = best! #NPMC

A4. Finding other nonprofits who experienced success with paid reach and using their stories to inform our decisions #NPMC

A4. Follow @SeattleSeneca's success w/event promotion. Compare results from print vs paid social, for example. #NPMC

@fuuyin SO SMART #npmc

@hopespringH2O @SeattleSeneca I see it as building habits. After awhile, the habit "takes" and send fewer screenshot emails :) #NPMC

@mayawalkca @techsoupcanada not usually since I know some pages where people communicate perfectly but do not visit a site... #npmc

RT @fuuyin A4. Finding other nonprofits who experienced success with paid reach and using their stories to inform our decisions #NPMC

@SeattleSeneca @JohannaSedgwick For us, email is by far the largest event & webinar driver. Wouldn't have known if we didn't survey! #NPMC

@OPgrrl @SeattleSeneca Agree. Unfortunately today people are looking mostly automatic solution :) #npmc

@hopespringH2O @techsoupcanada that's also why I like to use a garden metaphor for platforms - all complement not either/or #NPMC

@OPgrrl @hopespringH2O @SeattleSeneca Screenshot emails! lol I feel they'll never quite fade away ...#npmc

@techsoupcanada @SeattleSeneca @JohannaSedgwick for me too. When I receive some email that interests me, I mark it as important. #npmc

@hopespringH2O @mayawalkca @techsoupcanada Social chatting is still engagement - still brand awareness - still good, no? #NPMC

@mayawalkca @hopespringH2O Agreed! There is no one-size-fits-all solution. Gotta build your own social arsenal that works 4 you #NPMC

@techsoupcanada @OPgrrl @hopespringH2O @SeattleSeneca think I've sent at least 10 so far this week ;) #npmc

@OPgrrl @hopespringH2O @techsoupcanada I assume that was #rhetorical? Yes, yes, yes ... did I say yes? ;) #NPMC

@OPgrrl @mayawalkca @techsoupcanada exactly. Look at how many engagement we receive in this chat, right now! #npmc

A4 in the UK we have access to lots of great case studies via Culture Hive  http://ow.ly/2btHfD  #npmc

@hopespringH2O @OPgrrl @techsoupcanada great #RealLife example! When I tell people monthly event their assumption fade RE:#SocialMedia #NPMC

@eebeejay we are using this site too! #npmc

@eebeejay Thanks for the amazing resource! I just bookmarked it :) #NPMC

@eebeejay what's #CultureHive? #NPMC

RT @eebeejay A4 in the UK we have access to lots of great case studies via Culture Hive  http://ow.ly/2btHfD  #npmc

@eebeejay Sweet! Thank you for sharing. #NPMC

@eebeejay great share- thanks! #npmc

@eebeejay Bookmarked, thanks! #NPMC

Great tip from @eebeejay & @hopespringH2O: Use  http://bit.ly/1BEcQdc  to access great nonprofit case studies #NPMC #nptech

Q5. Our time is almost up. Any key lessons from today's chat? What do you want to put into practice? #NPMC

@techsoupcanada A5 power of demonstrating #SocielMedia not metrics but engagement - just like right now with #NPMC the rest follows ;)

A5. Really consider paid ads on FB & use CultureHive  http://bit.ly/1BEcQdc  to draw inspiration! #NPMC

A5. Great chat was. The most important key lesson is to be sure you spend money on something that converting. #npmc

A4. We definitely appreciated the examples of paid reach that actually worked for a nonprofit. #NPMC  https://twitter.com/techsoupcanada/status/614129243627368448 …

A5. Facebook is where most are experimenting w/paid reach...with success! #NPMC

Yes! RT @hopespringH2O A5. Great chat was. The most important key lesson is to be sure you spend money on something that converting. #npmc

A5. #NPMC Takeaways: Bookmarked Culture Hive! May consider paid reach for next publication release or friend-raising event.

@mo_flow I think FB ads became so popular because Adwords is to expensive. If you are not using grants :) #npmc

@mayawalkca digital marketing and fundraising resources from @amadigital and @audienceagents  http://culturehive.co.uk  #npmc

A5. Appreciate the shared experience & resources (hello, CultureHive!) shared today #npmc

@eebeejay @amadigital @audienceagents if I could I would sing #Awesome in 140 characters! #NPMC #Gratitude

@hopespringH2O @mo_flow Yeah, without Google for Nonprofits or AdGrants, it can get pricey #NPMC

It was a pleasure chatting with you today, #npmc! See ya again soon.

A5. Other takeaway: @fuuyin is a fabulous facilitator! #NPMC

@techsoupcanada @mo_flow $10,000/month sounds not very cheap, especially for small nonprofits! #npmc

@mo_flow ha! Only because you did all the prep :P #NPMC

@OPgrrl You can always try paid reach for just $5 or $10, see what you think. It's a great, low investment way to try something new. #NPMC

@mo_flow @fuuyin indeed! Thanks for another great use of my time #NPMC #Community!

@hopespringH2O @mo_flow Oh, that's $10K free for you to spend More info here:  http://bit.ly/1ptguuM  #npmc

Thank you everyone for a great chat! Chat archives will be posted soon at  http://bit.ly/1BEewU3  #NPMC

Another great chat today! Glad to join in on the conversation. See you next month. #NPMC

Save the date/time for next #NPMC Chat: Thursday, July 30 at 1 pm EDT.

@techsoupcanada @mo_flow I know that :) I meant that if you do not have $10k Ad Grant than this amount sounds not very cheap! #npmc

And please message @mo_flow any time with topic ideas for future #NPMC chats! Until next time :)

@SeattleSeneca @OPgrrl absolutely agree - we even have campaigns as low as $1 a day during slow context times ... helps build the core #NPMC

Thank you, @fuuyin and #NPMC - great chat as always!