Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations
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Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations

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A short presentation given for the Illinois Arts and Business Council regarding the creation of an effective and impactful social campaign that drives patrons from awareness through loyalty to donor ...

A short presentation given for the Illinois Arts and Business Council regarding the creation of an effective and impactful social campaign that drives patrons from awareness through loyalty to donor activation.

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Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations Presentation Transcript

  • John Armstrong! Sr. Community Manager! @johnequatro! Astek! @astekweb! Social Media for Audience Development
  • 1.  Fundamentals 2.  Reach 3.  Engagement 4.  Loyalty 5.  Activation 6.  Fundraising
  • Social media is… FREE
  • Time is money… “I keep my mind on my money, my money on my mind.”
  • “Where did the day go?” • Ideation • Image and video creation • Reading articles • Reading community posts • Getting approval from the boss • Writing and publishing posts • Replying to your community
  • Time Savers • Technology and tools • A schedule • Content strategy • Attainable goals • Interns Still, like a good crème brulée, good social media takes time.
  • Clever promotion is primarily how businesses make money on social media. B2B social media is a top-of-funnel channel through which to offer value and conversation to a customer.
  • More specifically… Social media is only useful if you’re having a Hint: I couldn’t make that font any bigger… way conversation.
  • An apple a day… …keeps your audience from dwindling away. • Consistency sets expectations of value • Bring customers back on their own volition • Reduce the need for promotion • Less promotion leaves room for more value • Make important promotions MORE POWERFUL
  • Focus, Focus, Focus Choose the most relevant platform and… master it. • Practice takes time • Time builds experience • Experience builds confidence • Confidence breeds authenticity • Authenticity builds audiences • Audiences buy stuff
  • 1.  Fundamentals 2.  Reach 3.  Engagement 4.  Loyalty 5.  Activation 6.  Fundraising A development funnel with bite!
  • Social Reach Courtesy of tweetreach.com Over-appreciated and under-utilized Only as useful with the right message and audience But… it’s necessary for awareness and fundraising So, how do we maximize it?
  • Social Reach Be your own PR firm: Focus on influencers • Blogger outreach • Go through the “rolodex” • Targeted, scheduled requests for sharing • Post promotion (FB) • Sharing through Engagement • Edgerank improvements (FB)
  • ENGAGE.
  • Engagement Remember that way conversation slide? •  Write posts that promote a response •  It’s a conversation! •  Never let the conversation die •  It’s about them – not you (don’t be that guy) •  Learn from your comments (It’s the only marketing channel that let’s you talk to your audience directly, often and in a familiar setting)
  • Engagement Surprisingly, people don’t yet live in social media, they live in real life The most powerful form of social media merges the online experience with the offline. ★ Create a social media campaign ★
  • Engagement Campaigns •  Tweet Rate for a Twitter Mention •  Team Olivera at the 5K •  Lobby scavenger hunt •  Outdoor ticket hunt – (Geocaching) Make them… •  Show/brand relevant •  Fun, engaging in the real-world •  Integrated/supported through offline channels •  Exclusive to your online audience •  Part of the organization’s brand experience
  • Twitter Campaign
  • Loyalty Exclusivity breeds loyalty. Hold events for your online community. Create a new value-adding experience beyond the product. Create a memorable relationship. Make them feel special… invested. Your social community is powerful when…
  • Audience Activation Reach: 10 Facebook fans: ~3000 (avg. 300 friends) 1 offline board member: ~30 (avg. 30 hours of nagging) •  The goal of a engagement campaign is to activate your audience to become brand ambassadors.
  • Fundraising •  Couch promotion in value. •  Simple + entertaining = Share-ability •  Create a strategically designed landing page •  Facebook Promoted Posts •  Drive traffic to places of value and conversion •  Pay close attention to all online touch points •  Differentiate your online donor strategy –  Promote exclusivity and relevant message –  Online donors are in a different conversation