Applying Success Strategies from the Non-Profit to the Lottery Sector

The following Social Media strategies and principles are key success-drivers for the development and implementation of Social Media strategies of non-profit organizations.

nonprofit
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.

Source links
[1] http://offers.hubspot.com/social-media-benchmarks-report/
[2] http://sproutsocial.com/insights/nonprofit-social-media-guide/
[3] https://blog.bufferapp.com/social-media-non-profits/

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Synopsis

Français
Appliquez les stratégies réussies des organismes sans but lucratif dans les réseaux sociaux au secteur de la loterie Les organismes à but non lucratif utilisent avec succès les réseaux sociaux pour informer leurs adhérents et sympathisants de leurs missions, de leurs prestations de services et de leurs besoins de financements. Les stratégies relatives aux réseaux sociaux de ces organisations ont évolué grâce au développement des meilleures pratiques (et à travers certains échecs informatifs) et fournissent un ensemble de principes directeurs que le secteur de la loterie pourrait imiter pour ses initiatives concernant les réseaux sociaux. Selon plusieurs experts qui aident les organisations à but non lucratif dans le développement et la mise en œuvre des stratégies relatives aux réseaux sociaux, les principes fondamentaux suivants sont la clé du succès :
  1. Identification des plateformes optimales de réseaux sociaux pour le message de votre organisation
  2. Création d’une stratégie cohérente de partage de contenu
  3. Suivi et mesure de la performance
Une étude de référence sur les réseaux sociaux menée en 2015 a révélé que l’utilisation des réseaux sociaux croît trois fois plus vite que celle du courrier électronique comme moyen de communication pour le secteur à but non lucratif. De nombreuses organisations se trompent en essayant de maintenir une présence sur un nombre trop élevé de plateformes. Il est préférable de faire un excellent travail sur deux ou trois qu’un mauvais travail sur cinq ou six. « Beaucoup d’organismes à but non lucratif disent : « Eh bien, notre public est le grand public », mais si vous pensez que vous parlez au grand public, vous ne vous adressez probablement à personne ». Les organisations devraient créer leurs propres pages Wikipedia, qui améliorent l’optimisation des moteurs de recherche (SEO) pour votre site Internet et vous aident dans vos activités de gestion de marque. L’idée que « ce qui se mesure se fait » est applicable à la surveillance et à la mesure des actions sur les réseaux sociaux de votre organisation. Non seulement des preuves quantitatives des résultats positifs justifieront l’investissement en temps et en ressources dans les réseaux sociaux auprès des organismes de direction et de pilotage, mais cela facilitera également l’identification des types d’activités qui fonctionnent le mieux. Il est important de suivre le nombre de mentions que votre organisation reçoit sur les plateformes.
Español
Aplicación de estrategias de éxito en redes sociales, de las organizaciones sin ánimo de lucro al sector lotero Las organizaciones sin ánimo de lucro usan las redes sociales para informar a sus seguidores de sus misiones, suministros de servicio y necesidades de financiación. Las estrategias de redes sociales de estas organizaciones han evolucionado hasta crear una serie de buenas prácticas (también debido a fallos en la información) y ofrecen unas directrices y principios que el sector de las loterías debe emular en sus iniciativas en redes sociales. Según un conjunto de expertos que ayuda a las organizaciones sin ánimo de lucro a desarrollar e implementar estrategias de redes sociales, los principios clave que se muestran a continuación son imprescindibles para tener éxito:
  1. Identificar las plataformas de redes sociales óptimas para transmitir el mensaje de su organización
  2. Crear una estrategia de contenidos compartidos coherente
  3. Monitorizar y medir el rendimiento
Un estudio de comparación de redes sociales llevado a cabo en 2015 descubrió que el uso de redes sociales crece tres veces más deprisa que el correo electrónico como medio de comunicación del sector de organizaciones sin ánimo de lucro. Muchas organizaciones fracasan intentando mantener su presencia en demasiadas plataformas. Es mejor hacer un trabajo excelente en dos o tres redes que hacer un trabajo pobre en cinco o seis. “Muchas organizaciones sin ánimo de lucro dicen «Bueno, nuestro público es la gente en general», pero si cree que está hablando a la gente en general, probablemente no le está hablando a nadie”. Las organizaciones deben crear sus propias páginas en Wikipedia, lo que mejora la optimización en motores de búsqueda (SEO) para su página web y ayudan a las actividades de gestión de la marca. El viejo dicho de gestión “lo que se puede medir se puede hacer” es aplicable a la monitorización y medición de las acciones en redes sociales de su organización. La evidencia cuantitativa de resultados favorables no solo justifica la inversión de recursos y tiempo en las redes sociales para las agencias de compraventa y liderazgo, sino que también facilita la identificación de aquellas actividades que obtienen un mejor rendimiento. Es importante realizar un seguimiento del número de menciones que recibe su organización a través de todas las plataformas.
Deutsch
Anwendung von Social-Media-Erfolgsstrategien von Non-Profits auf den Lotteriesektor Non-Profit-Organisationen nutzen Social Media effektiv, um ihre Wählerschichten über ihre Mission, ihre Leistungen und ihre Finanzierungsanforderungen zu informieren. Die Social‑Media-Strategien dieser Organisationen haben sich durch die Entdeckung bewährter Praktiken (und durch einige informative Fehler) entwickelt und bieten eine Reihe von Leitlinien, die der Lotteriesektor in seinen Social-Media-Initiativen nachahmen könnte. Laut zahlreichen Experten, die gemeinnützige Organisationen bei der Entwicklung und Umsetzung von Social-Media-Strategien unterstützen, sind die folgenden zentralen Grundsätze für den Erfolg unerlässlich:
  1. Identifizierung der optimalen Social-Media-Plattformen für die Botschaft Ihrer Organisation
  2. Aufbau einer konsistenten Content-Sharing-Strategie
  3. Überwachung und Messung der Leistung
Eine Social-Media-Benchmark-Studie, die im Jahr 2015 durchgeführt wurde, stellte fest, dass der Einsatz von Social Media als Kommunikationsmedium für den Non-Profit-Sektor dreimal schneller wächst als E-Mails. Viele Organisationen machen den Fehler, eine Präsenz auf zu vielen Plattformen beibehalten zu wollen. Es ist viel besser, eine ausgezeichnete Arbeit auf zwei oder drei Plattformen zu leisten, als einen schlechten Job auf fünf oder sechs Plattformen zu erledigen. „Viele Non-Profits sagen, ‘Nun, unser Publikum ist die breite Öffentlichkeit‘, aber wenn Sie meinen, Sie sprechen mit der breiten Öffentlichkeit, dann sprechen Sie wahrscheinlich mit niemandem“. Organisationen sollten ihre eigenen Wikipedia-Seiten erstellen, um die Suchmaschinen‑Optimierung (SEO) für ihre Website sowie Marken-Management-Aktivitäten zu verbessern. Das alte Management-Sprichwort, „was gemessen wird, wird auch getan“, ist auch auf die Überwachung und Messung der Social-Media-Maßnahmen Ihrer Organisation anwendbar. Quantitative Beweise für positive Ergebnisse rechtfertigen nicht nur die Investition von Zeit und Ressourcen in Social Media für Führungs- und Chartering-Agenturen, sondern erleichtern auch die Identifizierung, welche Arten von Aktivitäten am besten funktionieren. Es ist wichtig, stets zu verfolgen, wie häufig Ihre Organisation auf Plattformen erwähnt wird.

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