Applying Success Strategies from the Non-Profit to the Lottery Sector
Not-for-profit organizations are using Social Media to great effect to inform their constituencies about their missions, about their service provision, and about their funding requirements. The Social Media strategies of these organizations have evolved through the discovery of best practices (and through the feedback from some informative failures), and provide a set of guiding principles that lotteries might emulate in their Social Media initiatives.
According to several experts who assist non-profit organizations in the development and implementation of Social Media strategies, the following key principles are imperative for success:
- Identifying the optimal Social Media platforms for your organization’s message
- Creating a consistent content-sharing strategy
- Monitoring and measuring performance
Selecting the Optimal Social Media Platforms
A Social Media Benchmark Study conducted in 2015 (1) found that the use of Social Media is growing three times faster than email as a the communications medium for the non-profit sector. Facebook, Twitter, and LinkedIn are the predominant platforms used by non-profits, but YouTube, Pinterest, Instagram, Flickr, Tumblr, and Slideshare also are employed to good effect.
Bridgett Colling, Director of Content Marketing at See3 Communications, a digital agency for non-profits, says many organizations err by trying to maintain a presence on too many platforms. It’s far better to do an excellent job on two or three than a poor job on five or six. “A lot of nonprofits say, ‘Well, our audience is the general public,’ but if you think you’re speaking to the general public, you’re probably speaking to nobody,” said Colling (2).
A powerful advantage of Social Media is its ability to segment the market. Colling advocates the development of audience personas, which are constructs or composite representations of your primary constituencies (i.e., legislators, regulators, lottery players, government agencies, consumer advocacy groups, general media). By combining demographic information retrieved from Social Media platform analytics with qualitative knowledge about real people in each audience, the messaging and strategy can speak more directly to the specific interests and concerns of the stakeholders. Endowing fictional personae with a name, a resume, and a daily-life scenario puts a face on the organization’s Social Media target audience. Social Media then enables the transition from the conventional mass market/anonymous campaign into the kind of personal conversation that resonates with a modern audience.
Digital marketing agencies also recommend that organizations create their own Wikipedia pages, which enhance search engine optimization (SEO) for your website and aid in your brand management activities.
Creating a consistent content sharing strategy
A survey by the Case Foundation (3) found that 74% of non-profit organizations use their Social Media communications as a “megaphone” – a one-way, organization-centric method – rather than trying to foster conversation.
Kevan Lee, Director of Marketing at Buffer, a Social Media agency, recommends these content sharing rules of thumb:
- 5-3-2: Five pieces of content from others, three from you, two personal updates
- Rule of thirds – 1/3 about you, 1/3 curated content, 1/3 conversation
As an overlay to those strategies, Lee proposes the “Three A’s” for non-profit communications:
Appreciation – recognizing supporters, volunteers, etc. In the lottery sector, the equivalent might be winning game players, individuals who have benefitted from Good Causes, and staff members of the gaming organization. Who else? Maybe a supportive legislator or media advocate?
Advocacy – sharing policy-related information about your organization (e.g., advances in Responsible Gaming, CSR initiatives, privacy/security measures, etc.)
Appeals – This means soliciting donations for most non-profits, but for gaming organizations it could be re-positioned as appealing for approval to offer more games, or for favorable regulatory (or at least not unfavorable!) policies, or to enforce existing regulations, etc. … to support Good Causes.
Monitoring and measuring performance
The old management adage “what gets measured gets done” is applicable to monitoring and measuring the Social Media actions of your organization. Not only will quantitative evidence of positive results justify the investment of time and resources in Social Media to leadership and chartering agencies, but it will facilitate the identification of what types of activities perform best. It’s important to track the number of mentions your organization receives across platforms. If driving traffic to your website is a performance goal, Colling recommends using Google Analytics to see how many social referrals are driving visits to your website.
To achieve their desired results, many organizations need to re-think their commitment of people-power to Social Media. In the Case Foundation study referenced earlier, it was found that non-profit organizations dedicated ¼ of a full-time headcount to their Social Media operations, which equates to fewer than 10 hours per week in most cases. Lee suggests re-calibrating staff resources to place more emphasis on Social Media (sometimes at the expense of traditional media). Organizations also should enlist a Social Media expert to serve on the board to assist with strategy formulation and crisis recovery planning.
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- Identification des plateformes optimales de réseaux sociaux pour le message de votre organisation
- Création d’une stratégie cohérente de partage de contenu
- Suivi et mesure de la performance
- Identificar las plataformas de redes sociales óptimas para transmitir el mensaje de su organización
- Crear una estrategia de contenidos compartidos coherente
- Monitorizar y medir el rendimiento
- Identifizierung der optimalen Social-Media-Plattformen für die Botschaft Ihrer Organisation
- Aufbau einer konsistenten Content-Sharing-Strategie
- Überwachung und Messung der Leistung
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