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Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
Corporate Blogs for Nonprofits
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Corporate Blogs for Nonprofits

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Presentation to MBA Social Media Marketing class (Prof Robert Kozinets) at Schulich School of Business: Feb 28. …

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).

Published in: Business, Education, Technology
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Transcript

  • 1. Corporate Blogs for Nonprofits
    Claire Speed
    Feb 28, 2011
    Social Media Marketing
  • 2. 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?
  • 3. 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
  • 4. 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
  • 5. 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?
  • 6. 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
  • 7. Blogging for a Cause
    Environment
    Healthcare
    Education
    Religion
    Social services
    Arts/Culture
  • 8. Arts and Culture in Canada
    13,800 organizations
    • Heritage: Museums
    • 9. Visual Arts: Galleries
    • 10. Performing Arts: Theatre, Dance, Music
    Source: Statistics Canada
  • 11. A Typology of Blogs
    Storytelling
    personal stories, behind-the-scenes
    Educational
    how-tos, Q & As
    Broadcast model
    announcing activities, performances, contests
  • 12. CANADIAN OPERA COMPANY
    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)
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. EDMONTON SYMPHONY
    ESO Blog
    • Broadcast model
    • 19. Behind-the-scenes
    Sticks and Drones: A blog by Bill Eddins
    • Behind-the-scenes
    • 20. Educational
    Philip Paschke, New Media Specialist
    (since May 2008)
  • 21.
  • 22. NATIONAL ARTS CENTRE
    NAC Blog
    • Broadcast model
    • 23. Behind-the-scenes
    NACO Tour Blog
    • Storytelling
    • 24. Behind-the-scenes
    Jen Covert, EMarketing Officer (since 2009)
    Maurizio Ortolani, New Media Producer
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31. 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?
  • 32. Technology at the NAC: Youtube Interview
    Corporate website
    Performing arts educational website
    Hexagon Studio
    • Teaching via broadband
  • Questions?
    YouTube: to be posted at a later date
    Slideshare: for this presentation
    Follow me on Twitter: @cms0629

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