corporate blogs for nonprofits
DESCRIPTION
Presentation to MBA Social Media Marketing class (Prof Robert Kozinets) at Schulich School of Business: Feb 28.Focused on how performing arts organizations use blogs with examples from the Canadian Opera Company (Toronto), the Edmonton Symphony Orchestra and Canada's National Arts Centre (Ottawa).TRANSCRIPT
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Corporate Blogs for Nonprofits
Claire SpeedFeb 28, 2011
Social Media Marketing
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Nonprofits in Canada• 161,000 organizations• 2nd largest nonprofit sector in the world• Resource “poor” – revenue and staff
Source: Statistics Camada
Blogging for nonprofits: value added or time wasted?
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Why blog? Pros• Creates a conversation• Highlights the organization• It’s dynamic• Is a unique voice• Can use as a recruitment tool
Inexpensive way to market/communicate
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Why “not” blog? Cons• Time consuming• How do we measure success?• Lack of experience with medium
Source: Ventureneer and Caliber
Lack of resources and knowledge
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2010 Survey of Nonprofits• Use of Blogs – 52%• Effectiveness of Blogs
– 18% very effective – 55% somewhat effective
Source: Ventureneer and Caliber
What makes one blog better than another?
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How to write effective blogs• Be outwardly focused and relevant• Share expertise, knowledge, advice, info• Be natural – write for the medium• Be consistent and write regularly
2 most important words: “you” & “because
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Blogging for a Cause• Environment• Healthcare• Education• Religion• Social services• Arts/Culture
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Arts and Culture in Canada• 13,800 organizations
oHeritage: Museumso Visual Arts: Gallerieso Performing Arts: Theatre, Dance, Music
Source: Statistics Canada
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A Typology of Blogs• Storytelling
– personal stories, behind-the-scenes• Educational
– how-tos, Q & As• Broadcast model
– announcing activities, performances, contests
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Parlando: the COC blog• Broadcast and Behind the Scenes
COC Book Club• Educational
In His Own Words: Alexander Neef’s Blog• Behind-the-scenes and Educational
Cecily Carver, Social and Interactive Coordinator (since Aug 2010)
CANADIAN OPERA COMPANY
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ESO Blog • Broadcast model• Behind-the-scenes
Sticks and Drones: A blog by Bill Eddins• Behind-the-scenes• Educational
Philip Paschke, New Media Specialist (since May 2008)
EDMONTON SYMPHONY
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NAC Blog • Broadcast model• Behind-the-scenes
NACO Tour Blog• Storytelling• Behind-the-scenes
Jen Covert, EMarketing Officer (since 2009)Maurizio Ortolani, New Media Producer
NATIONAL ARTS CENTRE
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Questions to ponder…• Considering the older demographic of
audiences for “classical” performance arts (orchestra, opera, ballet) are blogs an effective marketing tool?
• When blogs don’t elicit comments are they still adding value?
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Technology at the NAC: Youtube Interview
Corporate website•
Performing arts educational website• •
Hexagon Studio • Teaching via broadband•
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Questions?
• YouTube: to be posted at a later date• Slideshare: for this presentation• Follow me on Twitter: @cms0629