Aligning your Social Media with your goalsNovember 2012
Social Media is not – The magic bullet to solve your marketing problems – The main revenue source – Only a customer service platform• Paid Search Owned • Social Media Platforms• Advertising • Blog• Online partnerships • Website • Influencers• Email marketing • Email database Paid • • Content Search Earned
Social Media is– A compliment to your existing marketing efforts– A platform that enables your company to tell it’s story– An opportunity to engage and converse with your supporters– A platform to engage your influencers and brand ambassadors
Changes in social strategy Current thinking Social reach + Traffic to site = Digital Acquisitions “Get as many fans as possible to drive traffic to your site”Future thinkingSocial reach + Social Engagement=Increased Trust, Increased Word of Mouth marketing, Brand lift= Acquisitions across all channels + increased retention/repeat giving. “Get as many people engaged with your brand in a meaningful way. They will remember you, trust you, stay with you and give when asked”
It’s all about EngagementDo you have a goal for the way you engage your audience?• Do you know your target demographic?• Do you have a distinct style/personality to engage your audience?• Do you have answers for the hard questions?• Do you know what content is most appealing?
What Social Media Platform should you focus on?
Platforms serve differentdemographics and needs
What are your goals?New Supporters?Get more from supporters?Keep your supporters?
3 things to remember1. Aim to build an engaged community1. Identify what platforms match your target demographic1. Align your tactics with your goals