5 Takeaways from Jab Jab Jab Right Hook — The Nonprofit ...

Published in 2013, Jab, Jab, Jab, Right Hook is based on the argument that we can no longer afford to underestimate social media. Social media has altered the ... Home»Capacity»TheNonprofitBookshelf:5TakeawaysfromJab,Jab,Jab,RightHook Capacity ShareTweet1+1SharePin1Shares2Whatmakesagoodstoryoragoodstoryteller?Howdoyouchooseyouraudience?And,onceyouhaveanaudience,howdoyoucaptivatethem?Thesearequestionsthatweassumemanywriters,directors,andothercreativesaskthemselveseveryday.They’realsoquestionsthatweaskourselveshereatWholeWhale,andthey’requestionsthatyoushouldbeaskingwithinyourorganizationaswell.Everyonehasastory,andthosesharedbynonprofitsandsocialimpactorganizationsaresomeofthemostimportant.Youalreadyhavethepassion,andthecause— nowyouneedtotellyourstory.InhisbookJab,Jab,Jab,RightHook,marketingpowerhouseGaryVaynerchuk(ofVaynerMedia)showsyouhow. AlthoughitmayseemlikeVaynerchukspeaksdirectlytofor-profitcompanieslookingtomakethesale,thewisdomofthisreadalsoappliestothenonprofitworld.Justlikeanyfor-profitcompany,for-benefitorganizationsareseekingtoengagecustomers,tellastory,andmakeaconvincingcalltoaction.Vaynerchuk’sdigitalmarketingtacticsnotonlyteachushowtotellgoodstories,theyalsoteachushowtotellgoodstoriesinthedigitalage,andhowtousesocialmediatolandthebest“righthook”thatwepossiblycan.SobreakoutyourglovesandreadonforWholeWhale’s5takeawaysfromJab,Jab,Jab,RightHook. Howcannonprofitsusesocialmediainawaythat's,youknow,*good*?5ideasfrom@garyvee's#JabJabJabRightHook.#NonprofitBookshelfClickToTweet 1.Becomeyourownmediacompany Publishedin2013,Jab,Jab,Jab,RightHookisbasedontheargumentthatwecannolongeraffordtounderestimatesocialmedia.Socialmediahasalteredthewaythatwelivealmosteverypartofourlives,andbusinesscan’tbedonewithoutitanymore.Neithercannonprofitwork:Donorsandothersupportersusesmartphones,too,andinordertohaverealimpactwehavetomeetthemontheseplatforms. Socialmediahashadsuchadrasticeffectonthemarketingindustrybecauseitshiftedthepowerfrommediacompaniestothepublic. Consumerscontrolwhenandhowtheyreceive“righthooks,”andtheycandemandexactlythekindofcontentthattheywant,beforetheytaketheactionthatyouwant.Theaccessibility(andaffordability)ofsocialmediaalsoallowsnonprofitstobypassmediamiddlemenandtakechargeoftheirownmarketingefforts.AccordingtoVaynerchuk,thesedayseveryorganizationcan(andshould)betheirownmediacompany. 2.DoastheRomansdo Assumingthatyoualreadybelieveinthepowerofsocialmedia,youshouldalsoconsiderwhetheryourorganizationusestheseplatformsappropriately—andtothegreatestpossiblebenefit. Thekeytotellingasuccessfulstoryisinthecontent,butthesamecontentcan’tbepostedoneverysinglesocialmediasite.Vaynerchukstressestheimportanceofunderstandingandproducingnativecontent,orcontentthatcorrespondstothedesignandfunctionoftheplatformitliveson.Youwouldn’tputthesamepostonbothTwitterandInstagram,Vaynerchukreasons,becausethe“storiestoldthroughpicturesonInstagramwon’tresonatethesamewaywhentoldinanidenticalmanner”onTwitteroronanothersite;successfulstorieshavetoadapttothenativelanguageofeachuniqueplatform.Whenlookingateachofyourmajorsocialmediaplatforms,considerthedetailsthatvarybetweeneachone,includingauthenticityofvoice,textlength,imagequality,layout,andtheplacementofcallstoaction.Note:SinceJJJRHwaswrittenin2013,thefocushereisonFacebook,Twitter,Instagram,Pinterest,andTumblr—thoughthismindsetismappableontoSnapchataswellaswhateverplatformcomesnext,whetherit’sGryzzlorFriendface. 3.Stayontrend Socialmediaissocompellingbecauseitlivesandbreathes,changingconstantlytoreflectnewideas,events,products,andtechnology.Onceyou’vemasteredthelanguageofeachplatform,makeitapracticetoactivelylistentowhattheplatformissaying.Almosteverysocialmediasiteallowsustoseeandparticipateinoverarchingtrendssoyoucantakeadvantageofthisknowledgeandrespondpromptlytomajorpopculturemomentsorcurrentsocialorpoliticalsituations. Socialmedialivesandbreathes––@garyveeteachesushowtolistentowhattheplatformissayingin#JabJabJabRightHook#NonprofitBookshelfClickToTweet Byputtingoutinformed,contextualizedcontent,youcanincreaseyourorganization’srelevancetocurrenteventsandbenefitfromthetrafficofdifferenttrends.Stayingontopoftrendsandidentifyingthebestopportunitiesforactionrequirestheconstantvigilanceofyourcontentteam.Whilethismightseemlikeextremeeffort,capitalizingonrelevantculturaleventscanleadtohugepayoffsinreach,donorconversions,donorretention,andotherimportantaspectsofyourmarketingstrategy. 4.Micro-contentisking It’sallinVaynerchuk’stitle:Yoursocialmediamarketingeffortsshouldbeashort,swift,andcalculatedjab,jab,andjab,followedbythatrighthook.Thebrevityofsocialmediacontentisoneofthereasonsthatpeoplelikeitsomuch,whichmakeslearninghowtocreatemicro-contentmoreimportantthanyoumayrealize. Short,memorablecontentisfundamentaltothesuccessofyourorganization’ssocialmediaoutreach. Inkeepingwiththis,you’llwanttobeintentionalaboutwhatyousayandhowmuchspaceyouneedtosayit.Thisbenefitsyou,thecontentcreator,becauseitmeansthatyoudon’talwaysneedtofindthemoneyortimetohostlargefundraisingeventsorcampaigns.Youcankeepthedrumbeatgoingbyengagingwithyourdonorsandfollowersonadailybasis,andallittakesistwosentencesonTwitter. 5.Behuman Perhapsthebiggestbenefitthatsocialmediacanofferthenonprofitworldisthechancetobehuman.Ifyouinteractwithyourfollowscorrectly,youhavetheopportunitytohumanizeyourself,yourorganization,andyourcause.Thedrivetodogoodalreadylendsitselftoemotionally-drivencontent,allowingyoutocapitalizeonyourorganization’sabilitytoconnectfurtheronsocialplatforms. Usesocialmediatointeractlikeaperson.Communicatinginrelaxedandrelatablewaysislessoff-putting(andlargelypreferred)onthesetypesofsites,whereusersarealreadyprimedtobesocialandconnectwiththeirfamilyandfriends.Yourengagementwithdonorsandfollowersshouldalwaysfeelmorelikeapersonalrelationshipthanamarketingscheme,andsocialmediaallowsyoutoremindyouraudiencesthatthere’sahumanbehindthecurtain—andbehindeverygoodcause. Justbehuman–usesocialmediatointeractlikeaperson(eventhoughyou'reabusiness).From@garyvee's#JabJabJabRightHook#NonprofitBookshelfClickToTweet WhatbookshouldwereadnextatWholeWhale?Tweetusyourrecommendations@WholeWhalewiththehashtag#NonprofitBookshelf!    Hey!Youreadthefullarticle.Nowgodeeperandenrollinourthree-hourWholeWhaleUniversitycoursetolearnmoreaboutcontentmarketing.You’llwalkawaywithclearstepstoimmediatelyimplement,track,andmeasureacontentmarketingstrategyatyourorganization.