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How to market and brand your social enterprise or project without spending a small fortune

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  • 1. How to market and brand your social enterprise or project without spending a small fortune City Business Library April 27, 2012Friday, 27 April 12
  • 2. Welcome to the ‘new’ media landscape Most of us know this (and are dizzy) Twitter / Facebook / Flickr / YouTube / Foursquare / Digg / LinkedIn / StumbledUpon / and there are always new ones! So many options > saturated market > where else? How much? What is right?Friday, 27 April 12
  • 3. Questions, questions...How does the audience find you? And how do you find your audience? traditional (or ‘old’) media? ‘new’ media? word of mouth? a combination? how much have we changed? (not a lot - just the mediums have multiplied and fragmented)Friday, 27 April 12
  • 4. Packaging a concept / Developing your brand + action plan for communication strategy timing + benchmarks consistency striking a balance engagement / value / relevanceFriday, 27 April 12
  • 5. Media Landscape ‘Old’ model: print, radio, television ‘New’ media: is what online was referred as up to mid to late 2000’s now media landscape is a strong combination of the two worlds and models have flipped media consumption cycle is changing/ evolving - we CONTROL a lot of the communication processFriday, 27 April 12
  • 6. Media Landscape (cont’d) There is no doubt that the goal to any project / campaign should be audience SHARING and COMMUNICATING with brand and each other No longer just project + website + media relations Now: website + blog + public relations with mainstream media + SEO (search engine optimisation) + SMO (social media optimisation)Friday, 27 April 12
  • 7. Case study:Friday, 27 April 12
  • 8. Friday, 27 April 12
  • 9. Approach ‘traditional’ methods - press release, liaising with mainstream seeded on social networks (FB, Twitter, Qype, ASW, dedicated Tumblr microsite, etc) press release distribution jumping on social web achieving organic growthFriday, 27 April 12
  • 10. Desired Results? engaging existing readers + new connections achieving press exposure (from Harper’s Bazaar, Time Out to the Lady) spiralling into much wider online conversation via key/relevant blogs + social networks real life engagement / face to face interaction leading to new ideas + brand possibilitiesFriday, 27 April 12
  • 11. So...what do I do? > Building a following How does the message spread? > understand audience behaviour, not just technology (old methods applied to new and more mediums) What/where/how much do we share and communicate? define goal / identify audience / share / engage / add value / keep audience coming back from more / create ongoing conversation Focus on slow & steady, rather than fast & furious >> key is to make followers loyal and engagingFriday, 27 April 12
  • 12. AND Building a community tapping into networks + linking + commenting + collaborating + connecting optimising + tracking + revising strategy some planned, a lot organic (if people like the project > they will connect and talk about it > think about it like word of mouth with infinite possibilities)Friday, 27 April 12
  • 13. Building a community (cont’d) Find and nurture ambassadors (they will find you too) Evaluating relationships / best partners / buddying / mentoring / connecting offline / conversation groups + forums > spread the word, ask for feedback Harnessing network Creating ties / support network Building CRITICAL MASSFriday, 27 April 12
  • 14. Is there a formula? There is no formula > it’s a work in progress > keep changing + sharing + listening > try new things There is an approach, the rest is trial and error (and DO ask for feedback - this is a 2-way street and formula can be adjusted accordingly as you go) Website + blog + social networks + seo/smo tagging, liking, building links, boosting ranking organically participating (contributing, engaging, sharing, commenting, becoming an authority+ relevant sourceFriday, 27 April 12
  • 15. A few (thrifty)hints and tools... There is no magic, no tricks - just using a little savvy and working with a schedule Think of the big picture and start with a 12- month forecast -- then, break it down by quarterly goals and monthly benchmarks If you have little or no money allocated to media and marketing, be savvyFriday, 27 April 12
  • 16. ...cont’d when relevant, a press release is key (needs to have a hook/angle - what makes your story a good one?) social networking (more important than ever) speaking / events / becoming an expert focus on your own network / nurture ambassadors / word of mouth (‘old-fashioned’ but still very relevantFriday, 27 April 12
  • 17. identifying your audience who are they? what do they “look” like? what do they read? where do they shop? visualise >> that will make your marketing plan more strategic **Friday, 27 April 12
  • 18. SWOT strengths weaknesses opportunities threatsFriday, 27 April 12
  • 19. competitive analysis who? why? what are they doing?Friday, 27 April 12
  • 20. You and your brand moving forward... setting benchmarks review of tools > what works best for your brand or project? goals priorities > be realistic, yet ambitiousFriday, 27 April 12
  • 21. You and your brand moving forward... A lot of the tools are in your hands build up, tweak, see what works - it’s better to use less mediums and make them effectiveFriday, 27 April 12
  • 22. Thank you... dana@nostressnopanic.com www.nostressnopanic.comFriday, 27 April 12