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BGC Social Media 2010 & Beyond
 

BGC Social Media 2010 & Beyond

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Workshop presentation at the Boys & Girls Clubs annual State Conference on April 21, 2010.

Workshop presentation at the Boys & Girls Clubs annual State Conference on April 21, 2010.

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  • When you see images like this, it is easy to understand why so many people are confused and intimidated.
  • But, we can break this down into something manageable if we know what we want to do.
  • You don’t have to know it or do it all.
  • In business world, they refer to listening as “competitive intelligence.” While that totally sounds like a moment in the life of James Bond, it boils down to simply listening, reading and scoping out the environment for your community.

BGC Social Media 2010 & Beyond BGC Social Media 2010 & Beyond Presentation Transcript

  • Social Media
    2010
    and
    Beyond
  • How many of you . . .
  • Tonight:
    Social media basics
  • Tonight:
    Social media basics
    Social media as a marketing tool
  • Tonight:
    Social media basics
    Social media as a marketing tool
    Campaign ideas
  • Tonight:
    Social media basics
    Social media as a marketing tool
    Campaign ideas
    What’s coming next
  • Tonight:
    Social media basics
    Social media as a marketing tool
    Campaign ideas
    What’s coming next
    Q&A
  • Social media basics.
    What is social media?
    Basically, it is web sites where, for free, we can connect and interact with other people.
  • Obviously confusing and intimidating.
  • But, we can break this down into something manageable.
  • Social Media Landscape
  • Social Media Use
  • Why should we care?
    • Connect with family and friends
    • Professional networking
    • Stay current on industry/clients/etc.
    • Fun and entertainment
    • Take control of our online identities
  • Why else should we care?
    http://www.youtube.com/watch?v=sIFYPQjYhv8
  • SM as a marketing tool
    What it is NOT:
    What it is:
  • SM as a marketing tool
    What it is NOT:
    • The answer
    What it is:
    • An invaluable tool
  • SM as a marketing tool
    What it is NOT:
    • The answer
    • A stand-alone
    What it is:
    • An invaluable tool
    • Another tool
  • SM as a marketing tool
    What it is NOT:
    • The answer
    • A stand-alone
    • 100% free
    What it is:
    • An invaluable tool
    • Another tool
    • Uses time and talent rather than $$$
  • SM as a marketing tool
    What it is NOT:
    • The answer
    • A stand-alone
    • 100% free
    • Low-maintenance
    What it is:
    • An invaluable tool
    • Another tool
    • Uses time and talent rather than $$$
    • Requires consistent managing and monitoring
  • SM as a marketing tool
    What it is NOT:
    • The answer
    • A stand-alone
    • 100% free
    • Low-maintenance
    • A fleeting fad
    What it is:
    • An invaluable tool
    • Another tool
    • Uses time and talent rather than $$$
    • Requires consistent managing and monitoring
    • Fundamental shift in the way we communicate
  • Social media is taking a step back to see how we can integrate social media marketing into traditional marketing to achieve optimum results with the lowest possible cost.
  • Social media vs traditional marketing
  • Direct marketing and brand marketing.
    Direct marketing. Focuses directly on generating members, donors, and funding: tradeshows, websites, e-mail blasts, direct mail, etc.
    Brand marketing. Seeks to create an image or reputation for our Club in the mind of our members: advertising, public relations, sponsorships, logos, tag lines, etc.
  • Direct marketing and brand marketing are not enough anymore.
    People, consumers, want to be engaged.
    We want to interact.
    We want to connect.
    We want to feel part of organizations we love.
  • Social media marketing.
    It's a multi-way dialog. Clubs talk to members, members talk to clubs, and - most importantly - members talk to each other.
    It's participatory. SMM depends on user participation – that’s what makes it social.
    It's user-generated. Most content is created by users.
  • So, let’s say we want to get in the game.
    What are our first steps?
  • Listen first.
    • Members
    • Schools
    • Community leaders
    • Donors and sponsors
    • Trade organizations
    • Competitors
  • Then plan.
    • Goals, objectives, strategies, and tactics
    • Platform selection (side tangent)
    • Definition of success
    • Schedule of consistency
    • Social media policy (side tangent)
  • Then plan.
    • Goals, objectives, strategies, and tactics
    • Platform selection (side tangent)
    • Definition of success
    • Schedule of consistency
    • Social media policy (side tangent)
  • Create a presence.
    Using our plan, create accounts with appropriate social media platforms.
    Use our Club logo, tagline, etc. to incorporate branding.
  • Engage and interact.
    Once our presence is created, start inviting followers.
    People are always worried about quantity, when we should be worried about quality followers.
    Strong content along with engagement and interaction will attract more followers.
  • Manage and monitor.
    Stay the course with our social media plan and manage our accounts appropriately and consistently.
    In our social media plan, how did we define success? Are we there? What can we do to take it to the next level?
  • This process must constantly continue, and constantly incorporate new technologies and trends.
    • Listen
    • Plan
    • Create a presence
    • Engage and interact
    • Manage and monitor
  • CampaignIdeas
    We have an event approaching.
    What traditional media can we use?
    How can we use social media?
  • Table exercise.
  • What’s coming next?
    • Continued evolution.
  • What’s coming next?
    • Continued evolution.
    • Increase niche platforms.
  • What’s coming next?
    • Continued evolution.
    • Increase niche platforms.
    • Business suaveness.
  • What’s coming next?
    • Continued evolution.
    • Increase niche platforms.
    • Business suaveness.
    • Location-based software.
  • What’s coming next?
    • Continued evolution.
    • Increase niche platforms.
    • Business suaveness.
    • Location-based software.
    • Payers, spammers, and porn.
  • Before I go . . .
    For the continued health, vitality, and growth of your Club, I implore you to become a member of LinkedIn.
    Use it to control your professional identity and gain credibility.
    Build a professional rolodex.
  • Questions?
    Laurie BoettcherSpeaker, Trainer, and Social Media Enthusiast