Guide to Getting Social


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Guide to Getting Social presentation at the Association of Fundraising Professionals, Northern New England Annual Conference. November 3, 2012. Stowe, VT.

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Guide to Getting Social

  1. 1. Guide to getting social Chris Bernier, MBA Thursday, November 15th, 2012 Stoweflake Resort, Stowe, VT
  2. 2. Hi.Name: Chris Bernier, MBADay Job: Director of Marketing and Development forSpecial Olympics VermontNight Job: Asst. Director of Communications forSpecial Olympics Team USAConnect:; @cbernier
  3. 3. ObjectiveFind the starting lineWhat is it?Does it make sense for my organization?Selection of tools
  4. 4. Define and mobileSocial Media employ webbased technologies to support interactivedialogue and “introduce substantial andpervasive changes to communicationsbetween organizations, communities andindividuals”SOURCE: (, 11.14.12)
  5. 5. Social Media is like CompostingIngredients come frommany placesOrganic process thatneeds you to payattentionWon’t work if youneglect itGuidelines, but no rightor wrong way
  6. 6. Filling the StadiumLong-term strategy to build relationshipsInvite prospects and key stakeholders tofollow/join/contributeBuild your audienceNot just for kids
  7. 7. EngageAsk folks to do thingsLet your stakeholders share on theirnetworksCall out folks you want to connect with
  8. 8. ConsistencyImportant that you maintain consistencyin messagingFind your voice and stick to itFew administrators of accounts; too manyconfuses message and voiceOften overlooked and not well thought out
  9. 9. ListenDon’t use social media ifyou’re not going to listenFollow other brands who youthink are doing a good jobUtilize tools (tweetdeck forTwitter to follow hashtags)
  10. 10. Be RelevantWork to identify your audienceStakeholders can easily follow/unfollowbased on what they seeDo people want photos? Research?Examples of where their funds are going?
  11. 11. Share Sharing content is encouraged. It’s aconversation after all.
  12. 12. Cross PollinateLeverage existing communications to buildsocial mediaLeverage supporters to build your caseAsk enews subscribers to ‘like’ onFacebookAsk donors to tweet that they justdonated to your organization
  13. 13. Tools(oh yeah, they’re free)Facebook (fish where the fish are)Twitter (be patient here)Linkedin (organization page)Instagram (maybe)Tweetdeck/Hootsuite (monitor)
  14. 14. Well Played
  15. 15. Quality, not QuantityDon’t get wrapped up in the “how manylikes” do you have gameGrow your audience, but grow it rightKey influencers (donors, prospects, etc)
  16. 16. Brand IntegrationThis is no different than other marketingchannelsMust be present at the strategy discussion“A brand should be treated like a person,with a set of beliefs, values and a moralcompass” (S. Keating, Puma)
  17. 17. Digital ClassroomNo such thing as guru. Guru’s masterthings and this cannot be masteredLearn as you bring these tools into yourpersonal and professional worldExperiment without too much
  18. 18. No is OKDon’t feel like you have toOnly if it works for you and yourorganization’s goals
  19. 19. Tie It UpExperimentFollow OthersDon’t isolate social media. It should befully integrated in mar/comDo engageDon’t just because they areSelect appropriate tools
  20. 20. Questions?/Comments!