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.
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Converging Trends Impacting Associations & NonProfits
- 1. Making Dreams Fly ® Converging Trends Impacting Associations
- 2. Making Dreams Fly ® Converging Trends Impacting Associations Content Marketing Cause Marketin g Social Media
- 3. Making Dreams Fly ® SOCIAL MEDIA Content Marketing Cause Marketin g Social Media
- 4. Making Dreams Fly ® Social Media • Blogs • Google News Alerts • Facebook / MySpace • YouTube • LinkedIn • Twitter • Flickr
- 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. 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. 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. Making Dreams Fly ® Defensive / Research
- 9. Making Dreams Fly ® LinkedIn
- 10. Making Dreams Fly ® Facebook
- 11. Making Dreams Fly ® SlideShare
- 12. Making Dreams Fly ® Twitter
- 13. Making Dreams Fly ® Social Media as Fundraiser
- 14. Making Dreams Fly ® CONTENT MARKETING Content Marketing Cause Marketin g Social Media
- 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. Making Dreams Fly ®
- 17. Making Dreams Fly ®
- 18. Making Dreams Fly ® CAUSE MARKETING Content Marketing Cause Marketin g Social Media
- 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. Making Dreams Fly ®
- 21. Making Dreams Fly ®
- 22. Making Dreams Fly ® Sam’s, Aquafina & KAB
- 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. 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. Making Dreams Fly ® Twitter & Fund-raising
- 26. Making Dreams Fly ® Putting It All Together • Content – become thought leader • Social Media – engage members • Cause – excite & energize members
- 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. 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
Editor's Notes
- 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?”