Developing stories that stick -- @kennysmith in conjunction with @vergepipe_media

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Integrating Social Media into your overall mix puts content at the forefront. Creating content that resonates and connects with donors and alumni has to be planned, interactive and meaningful. You have to think like a reporter, Public Relations pro, AND a marketer in order to develop a personality that is authentic, yet consistent with the institution’s goals. This session will guide you through cultivating better stories from prospects and donors and using those to expand your network.

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  • Consume Brands make content, consumers consume it, allowing marketers to remain squarely in control of the “what” of their brand content. Interaction is the basic and fundamental challenge-slash-opportunity. Influence Grants the user a voice, and let go of the certainty of creative control. Create Doritos have, for almost a decade, asked fans to create their Super Bowl spot. The campaign has become the largest online video contest in the world, receiving thousands of entries and paying millions of dollars in cash prizes.
  • Developing stories that stick -- @kennysmith in conjunction with @vergepipe_media

    1. 1. Integrating Social Media into your overall mix puts content at the forefront. Creating that resonates and connects with donors and alumni has to be planned, interactive and meaningful. You have to think like a reporter, Public Relations pro, AND a marketer in order to develop a personality that is authentic, yet consistent with the nstitution’s igoals. This session will guide you through cultivating better stories from prospects and donors and using those to expand your network. DEVELOPING STORIES THAT STICK
    2. 2. @kennysmith INTEGRATING SOCIAL MEDIA INTO YOUR OVERALL MIX PUTS CONTENT AT THE FOREFRONT. CREATING CONTENT THAT RESONATES AND CONNECTS WITH DONORS AND ALUMNI HAS TO BE PLANNED, INTERACTIVE AND MEANINGFUL. YOU HAVE TO THINK LIKE A REPORTER, PUBLIC RELATIONS PRO, AND A MARKETER IN ORDER TO DEVELOP A PERSONALITY THAT IS AUTHENTIC, YET CONSISTENT WITH THE INSTITUTION’S GOALS.
    3. 3. cultivating better stories from prospects… connects with donors AND ALUMNI… planned, interactive and meaningful… content at the forefront…
    4. 4. SUBJECT MATTERS CULTIVATING BETTER STORIES
    5. 5. SHARED PLANNED ENTERPRISED DISTRIBUTION CHANNELS
    6. 6. PLANNED DISTRIBUTION UNIVERSITY, COLLEGE OR DEPARTMENT PUSHING INTERNALLY KNOWN FAR IN ADVANCE CHANNELS PREPPED, VETTED, SOURCES QUOTE, PHOTO
    7. 7. CREATED BY OTHERS SHARED FOUND MEDIA DISTRIBUTION CHANNELS EASILY SHAREABLE REQUIRES VETTING
    8. 8. SHARED DISTRIBUTION CHANNELS
    9. 9. SHARED DISTRIBUTION CHANNELS
    10. 10. SHARED DISTRIBUTION CHANNELS
    11. 11. CONNECTS DONORS AND ALUMNI …
    12. 12. CONNECTS Living anecdotes - common themes - chronologies Content
    13. 13. CONNECTS Living anecdotes - cause & effect - impact Content
    14. 14. ENTERPRISED DISTRIBUTION CHANNELS
    15. 15. There is the rare occasion when the public can be engaged on a level beyond flash. If they have a sentimental bond with the product.
    16. 16. PLANNED INTERACTIVE AND MEANINGFUL
    17. 17. HOW WHY
    18. 18. CONNECTS Living anecdotes - common themes - chronologies Content
    19. 19. CONNECTS Living anecdotes - cause & effect - impact Content
    20. 20. HOW WHY MEANINGFUL
    21. 21. STORIES CONNECTS MEANINGFUL
    22. 22. CREATE INFLUENCE INTERACT CONSUME
    23. 23. CONTENT Social/digital space gradually eases brand custodians away solely from content creation and towards the role of facilitating creative experiences. Going digital means being social, ditching monologue for conversation.
    24. 24. kennysmith kennydsmith kennysmith www.kennysmith.org kennysmith@gmail.co m

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