social media building a fan base
DESCRIPTION
A follow up on a November 24, 2009 webinar on social media for non-profits and how they can build a fan base (in Powerpoint format).TRANSCRIPT
1Message Magnifiers for Non-Profits
Yes, Non-Profits CAN create an Energized Fan Base through
Social Media!
Thank you for joining us! We will begin momentarilyTo hear this presentation, please call:
605-715-4970Your access code is: 489449#
November 24, 2009
2Message Magnifiers for Non-Profits
is this really something we should be taking up?
3Message Magnifiers for Non-Profits
to be effective, you must speak their language
4Message Magnifiers for Non-Profits
the landscape is very vast
•depending on your objective from the beginning, your choice of channels/ tools will vary
5Message Magnifiers for Non-Profits
step one: who will speak for the organization?
•social media is a personal affair...in fact, “social”
•who will speak for the organization will depend on who your publics regularly interact with
•social media and the internet is always on = who selected becomes the organization
6Message Magnifiers for Non-Profits
what’s our objective here?
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Message Magnifiers for Non-Profits
building a fan base involves 3 steps7
• monitoring & identifying your unique message
• where does your audience congregate?
•build your profiles:•outposts & anchors
• pulling it all together so that “fans” come to you:
• regular and good content is the bait
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Message Magnifiers for Non-Profits
•telling your story•seeking your audience
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getting started
9Message Magnifiers for Non-Profits
it’s about your story, not the tools•social media is just one of many tools in a non-profit marketer’s kit
•the strategy is all about facilitating conversations and eventually, letting go
•just as with traditional media relations, it’s about “news worthiness”
•why should someone care: timeliness, novelty, consequence, human interest, prominence, proximity
•*****lay out the principal elements in a scheduled fashion for regular release through your channels****
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finding your audience 10
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Message Magnifiers for Non-Profits
push vs. pull marketing11
✓ press releases✓ email
✓ “friending”✓ commenting
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Message Magnifiers for Non-Profits
1.twitter search
2.follow like-minded individuals
3.follow their followers
4.monitor regularly for return follows, ensure a balance between your followers vs. following
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pull tactic: twitter is an excellent starting point
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Message Magnifiers for Non-Profits
pull tactic: commentingseek interesting discussionspresent provocative ideasavoid self-serving “look at me” commentscomment and leave your url
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Message Magnifiers for Non-Profitspush tactic: Social Media News Releases
QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
Changed to bullet formatOptions for viral marketingEnsure SEO written and Google-friendlyAdd tags for Facebook, De.li.cious, Digg, etc.
Message Magnifiers for Non-Profits
push tactic: email newsletters➡ pushing provocative content➡ links over to blog➡ links over to social media profiles➡ encourage forwarding➡ email signatures
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Message Magnifiers for Non-Profits
•where are your audiences?
•delivering content and value
•providing a valuable exchange
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building your outposts
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Message Magnifiers for Non-Profits
who are influencers?
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Message Magnifiers for Non-Profits
research where you need to be
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you can’t nor should you be everywhere
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Message Magnifiers for Non-Profits
prioritizing your spaces
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Message Magnifiers for Non-Profits
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to blog or not to blog...
•how often can you contribute something new & unique?
•is there more value in the interim in contributing elsewhere?
21Message Magnifiers for Non-Profits
•keep posts short and regular
•drive your newsletter to the blog
•integrate the feed into your main site
•actively encourage comments through questions
•be provocative
•stay in tune with the big issues in your sphere
assuming you do blog...
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Message Magnifiers for Non-Profits
pulling it all togethermanaging your timemeasuring and evaluating
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23Message Magnifiers for Non-Profits
Beth Kanter: How Much Time Does It Take To Do Social Media?•5 hours/week to start listening
•10 hours/week to participate
•10-15 hours/week to generate buzz
•20+ hours/week to build a community
•(At least ) 3-6 months before you start seeing tangible results
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Message Magnifiers for Non-Profits
you will need to measure it all•will vary from one organization to the next but can include:
•numbers of followers
•engaged influencers
•comments
•linking over to your blog
•social media monitoring strategies also measure tone and viral spread
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Online Social Media for Associations & Not-for-Profits25
• complete step by step advice on Anchor and Outpost strategy
• prevent others from hijacking your identity• develop your own YouTube Channel – with
Guru status• update your "status" on all of the social
networking sites (and on Twitter) with one click
• sites you should join – and which you should not
This is a book on strategy, and includes specific, step-by-step instructions to implement that strategy. It is written to provide value for all who are interested in developing online reputation
Pre-order your copy now for $42.99CDN (about $40 US)
www.actionstrategies.ca
26
Message Magnifiers for Non-Profits
•Traditional and online public relations:•Social Media strategy, blogging, community development and management
•Communications plans•Media relations•Revenue generation & membership recruitment/ retention
•Stakeholder engagement•Increasing event attendance
•Register NOW for our intensive social media packages in training, profile development, and management
who is Action Strategies?
www.actionstrategies.ca