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Making Dreams Fly ®
Converging Trends
Impacting Associations
Making Dreams Fly ®
Converging Trends
Impacting Associations
Content
Marketing
Cause
Marketin
g
Social
Media
Making Dreams Fly ®
SOCIAL MEDIA
Content
Marketing
Cause
Marketin
g
Social
Media
Making Dreams Fly ®
Social Media
• Blogs
• Google News Alerts
• Facebook / MySpace
• YouTube
• LinkedIn
• Twitter
• Flickr
Making Dreams Fly ®
What: Community, relations, research
Old: Word of mouth, networking
New: Web-based tools w/o gatekeepe...
Making Dreams Fly ®
Social Media
Strategic advantages for business, brand,
associations, individuals
A blank white board...
Making Dreams Fly ®
Social Media
DEFENSIVE: Research Tool
Google News Alerts
Twitter Search
Slide Share
PRO-ACTIVE: Bra...
Making Dreams Fly ®
Defensive / Research
Making Dreams Fly ®
LinkedIn
Making Dreams Fly ®
Facebook
Making Dreams Fly ®
SlideShare
Making Dreams Fly ®
Twitter
Making Dreams Fly ®
Social Media as Fundraiser
Making Dreams Fly ®
CONTENT MARKETING
Content
Marketing
Cause
Marketin
g
Social
Media
Making Dreams Fly ®
What: Sharing content NOT selling
Old: Controlled, Members Only
New: Open to all (w/exceptions)
Why? B...
Making Dreams Fly ®
Making Dreams Fly ®
Making Dreams Fly ®
CAUSE MARKETING
Content
Marketing
Cause
Marketin
g
Social
Media
Making Dreams Fly ®
What: NonProfit & For Profit
Old: Philanthropy
New: Marketing for Purpose & Passion
Why: Engagement, a...
Making Dreams Fly ®
Making Dreams Fly ®
Making Dreams Fly ®
Sam’s, Aquafina & KAB
Making Dreams Fly ®
 50,554 military families
received farm-grown Christmas
trees
 Delivered to 53 military
locations in...
Making Dreams Fly ®
Social Media & Cause
• SM can enhance impact of cause marketing
Examples: Twestivals; Tweetsgiving;
T...
Making Dreams Fly ®
Twitter & Fund-raising
Making Dreams Fly ®
Putting It All Together
• Content – become thought leader
• Social Media – engage members
• Cause – ex...
Making Dreams Fly ®
Resources
SOCIAL MEDIA
 SM ROI & other numbers: http://bit.ly/4lOSmW
 SM “Flower” for Volunteers: ht...
Making Dreams Fly ®
Converging Trends
Impacting Associations
Steve Drake
President
Drake &Company
drake@drakeco.com
636/44...
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Converging Trends Impacting Associations & NonProfits

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Three converging trends -- social media, content marketing and cause marketing -- are impacting the future of associations and nonprofit organizations.

Published in: Business, Technology
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  • Rapid growth … even if you don’t use it, you need to check so you know what your member community is doing …
    Facebook had 150 million users on 1/1/09 … by 2/15/09, it had jumped to 175 million users. They have 80 million active users on line every day.
    Facebook now – for a fee – will notify people (matching your demographics) to invite them to join your Fan Page.
  • From control to democracy … biggest change since printing press invented
    Is redefining what it means to be a member …
    So much info, people seeking trusted source to serve as filer
    If association doesn’t, community will find its own …
    Example … why didn’t AMA produce marketingprofs.com??
    Allows Association and/or DrakeCo to be seen as the “thought leader” … go to group.
  • Hope you know about this.
    FYI … I now have a Twitter account under the name “causeaholic”
  • CAUSE: Sam’s + Pepsi – recycled plastic bottles … converted to fleece jackets. Results: 37 million bottles recycled. Sam’s donated $300,000+ to Keep America Beautiful affiliates and schools. Aquafina sales at Sam’s clubs up $50 million. And, the program resulted in 100,000 fleece jackets donated to children in need.
  • How do we change?
    How do we help our clients change?
    How do we manage the association’s “media portfolio?”
  • Transcript of "Converging Trends Impacting Associations & NonProfits"

    1. 1. Making Dreams Fly ® Converging Trends Impacting Associations
    2. 2. Making Dreams Fly ® Converging Trends Impacting Associations Content Marketing Cause Marketin g Social Media
    3. 3. Making Dreams Fly ® SOCIAL MEDIA Content Marketing Cause Marketin g Social Media
    4. 4. Making Dreams Fly ® Social Media • Blogs • Google News Alerts • Facebook / MySpace • YouTube • LinkedIn • Twitter • Flickr
    5. 5. Making Dreams Fly ® What: Community, relations, research Old: Word of mouth, networking New: Web-based tools w/o gatekeeper Why: Community-member building Social Media
    6. 6. Making Dreams Fly ® Social Media Strategic advantages for business, brand, associations, individuals A blank white board Combines audio, video, text Functions: communicate, engage, education, market Values: sharing, giving, transparency
    7. 7. Making Dreams Fly ® Social Media DEFENSIVE: Research Tool Google News Alerts Twitter Search Slide Share PRO-ACTIVE: Branding & Member Tool Sharing 2-way communications Fund-raising
    8. 8. Making Dreams Fly ® Defensive / Research
    9. 9. Making Dreams Fly ® LinkedIn
    10. 10. Making Dreams Fly ® Facebook
    11. 11. Making Dreams Fly ® SlideShare
    12. 12. Making Dreams Fly ® Twitter
    13. 13. Making Dreams Fly ® Social Media as Fundraiser
    14. 14. Making Dreams Fly ® CONTENT MARKETING Content Marketing Cause Marketin g Social Media
    15. 15. Making Dreams Fly ® What: Sharing content NOT selling Old: Controlled, Members Only New: Open to all (w/exceptions) Why? Be filter for members Be thought leader If you don’t someone else will Examples: marketingprofs.com raintoday.com DrakeCo Clients: CLA, DCHA – Tip of Weeks Content Marketing
    16. 16. Making Dreams Fly ®
    17. 17. Making Dreams Fly ®
    18. 18. Making Dreams Fly ® CAUSE MARKETING Content Marketing Cause Marketin g Social Media
    19. 19. Making Dreams Fly ® What: NonProfit & For Profit Old: Philanthropy New: Marketing for Purpose & Passion Why: Engagement, awareness, funds Examples: Trees for Troops MO KidsFirst Golden Corral, Applebee’s Cause Marketing
    20. 20. Making Dreams Fly ®
    21. 21. Making Dreams Fly ®
    22. 22. Making Dreams Fly ® Sam’s, Aquafina & KAB
    23. 23. Making Dreams Fly ®  50,554 military families received farm-grown Christmas trees  Delivered to 53 military locations in 17 countries  Coordinated international media coverage
    24. 24. Making Dreams Fly ® Social Media & Cause • SM can enhance impact of cause marketing Examples: Twestivals; Tweetsgiving; TweetUp4Troops • Follow SM “rules of engagement” • Don’t exclude traditional media / networking http://bit.ly/22HmP0
    25. 25. Making Dreams Fly ® Twitter & Fund-raising
    26. 26. Making Dreams Fly ® Putting It All Together • Content – become thought leader • Social Media – engage members • Cause – excite & energize members
    27. 27. Making Dreams Fly ® Resources SOCIAL MEDIA  SM ROI & other numbers: http://bit.ly/4lOSmW  SM “Flower” for Volunteers: http://bit.ly/1yd8z6  Twitter is NOT Social Media: http://bit.ly/3HoyJd CONTENT MARKETING  Content that Sleeps, Creeps, Leaps: http://bit.ly/1wk1Un  4-Step Strategy: http://bit.ly/FPZdt  Content Marketing Playbook: http://bit.ly/QJ5oO CAUSE MARKETING  CM Guide: http://stepbystepfundraising.com/guide-to-cause- marketing#  Cause Marketing Forum: www.causemarketingforum.com  www.Causeaholic.com
    28. 28. Making Dreams Fly ® Converging Trends Impacting Associations Steve Drake President Drake &Company drake@drakeco.com 636/449-5050 Twitter: @stevedrake @causeaholic LinkedIn: Steve Drake SlideShare: Steve Drake Blog: http://blog.drakeco.com Blog: www.causeaholic.com
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