Using Social Media forMarketing and Fundraising

Matt RichardsonOwner, SmartWave Consulting

Twitter: @smartwavetech

#ArtWiLeaders09

Basics of Social Media

The Tool Has Changed The Game*The tool created the demand How You Present Yourself How You Stay Viable

Social Phenomenon Skylight Obama

Philosophy of Communication

All communication should contain: Acknowledgement Primary request Options to participate Urgency Your Identity

Philosophy of Communication

Virtual relationships are important Facebook Tweetups Online dating

Philosophy of Communication

Transparency!!! Transparency=awareness Give people options to be creative with YOU Increased risk, increased reward Level the playing field

Operational Models

Old Brick And Mortar We are a vital institution Focus on donors by dollar amount Live patronage and subscription models Primarily market to existing contacts

Operational Models

New Interaction can happen anywhere, anytime Provide a community of interaction Focus on more donors at any dollar level Provide various methods to connect with you Offer virtual and live options for engagement

A Nation Unto Yourself Foreign relations Politics

Board Staff Patrons Donors Public

Culture & Community Economy

Tourism Taxes Investments

YOU

Old Practices, New Mediums

Establish your own meritocracy Do something, get something Reward system

Does not always have to be monetary!

Establish ranks

Old Practices, New Mediums

Define the goal of the marketing campaign Monetary Advocacy Awareness

Audience Relationship

Key Concepts Your audience is as big as the number of

people who know about you Interactions can happen anytime, anywhere

Audience RelationshipPromote activism and encourage cheerleadersIf an individual does not want to donate money, ask them to

advocate for you either online or in person, and reward them.

Establish your own meritocracy (VIPs)Provide incentives to your audience for active participation by

rewarding or acknowledging every interaction.

Audience RelationshipAcknowledge interactions quickly!If someone donates online, respond with an automated thank you

immediately.

Give them options to interact with youIf you ask for money, give them another option to stay involved.

Establish unique voices for your communicationsSend communications that have a personalized style.

Audience Relationship

Make it easy! If you are asking for something, make it easy to do.

Show that you listen to your communityUse tools that monitor these mediums, provide quick and

personalized responses, and acknowledge them in your communications.

Audience RelationshipBe honest, and promote transparencyEncourage awareness and participation in your organization's

efforts.

Direct traffic to your web site

Use your site to provide information on your product and your organization, offering videos, images, audio and text on your site that is easily accessible.

Audience RelationshipUse the right tool for the jobUse e-mail services to track detailed activity, while web sites can

monitor volumes of traffic to specific content.

Establish your communityCreate your community from the inside out, and then invite people

into your community.

Don't be afraid of the “P” wordIf you want or need something from your audience or the community, ask them for help.

Small & Achievable Goals

PLANNING

REVIEW INITIAL

FOLLOW-UP

Selecting Your Tools

Information Twitter SMS (Text Messaging)

Facebook Pages LinkedIN

Blog

Multimedia

Requests (Letters) E-mail Paper Facebook Message

Internal Instant Messaging Group Sites

Your audience integrates with more than one of these methods. Put them to work as an agent of distribution!!

Web Sites Squarespace Interspire Hypersites Build Your Own Multimedia

– YouTube– Flickr

Twitter™ Calls to action (as in: “please ReTweet”), while

they might sound cheesy, work very well to get ReTweets

Timely content gets ReTweeted a lot Freebies are popular Self-reference (Tweeting about Twitter) works Lists are huge People like to ReTweet blog posts

Courtesy of Dan Zarella via Clive Thompson @ collisiondetection.net (originally on mashable.com)