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Converging Trends Impacting Associations (Webinar)



Three converging trends are impacting associations and nonprofit organizations. ...

Three converging trends are impacting associations and nonprofit organizations.

I'll be facilitating a Peach New Media Webinar presentation/discussion on a December 9 on this topic.

Please read, share, comment and participate in this discussion on how social media, content marketing and cause marketing are converging to impact how associations work.



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  • Rapid growth … even if you don’t use it, you need to check so you know what your member community is doing … Facebook had 150 million users on 1/1/09 … by 2/15/09, it had jumped to 175 million users. They have 80 million active users on line every day. Facebook now – for a fee – will notify people (matching your demographics) to invite them to join your Fan Page.
  • From control to democracy … biggest change since printing press invented Is redefining what it means to be a member … So much info, people seeking trusted source to serve as filer If association doesn’t, community will find its own … Example … why didn’t AMA produce marketingprofs.com?? Allows Association and/or DrakeCo to be seen as the “thought leader” … go to group.
  • Hope you know about this. FYI … I now have a Twitter account under the name “causeaholic”
  • CAUSE: Sam’s + Pepsi – recycled plastic bottles … converted to fleece jackets. Results: 37 million bottles recycled. Sam’s donated $300,000+ to Keep America Beautiful affiliates and schools. Aquafina sales at Sam’s clubs up $50 million. And, the program resulted in 100,000 fleece jackets donated to children in need.
  • How do we change? How do we help our clients change? How do we manage the association’s “media portfolio?”

Converging Trends Impacting Associations (Webinar) Converging Trends Impacting Associations (Webinar) Presentation Transcript

  • Converging Trends Impacting Associations
  • Converging Trends Impacting Associations Content Marketing Cause Marketing Social Media
  • SOCIAL MEDIA Content Marketing Cause Marketing Social Media
  • Social Media
    • Blogs
    • Google News Alerts
    • Facebook / MySpace
    • YouTube
    • LinkedIn
    • Twitter
    • Flickr
  • Social Media What: Community, relations, research Old: Word of mouth, networking New: Web-based tools w/o gatekeeper Why: Community-member building
  • Social Media
    • Strategic advantages for business, brand, associations, individuals
    • A blank white board
    • Combines audio, video, text
    • Functions: communicate, engage, education, market
    • Values: sharing, giving, transparency
  • Social Media
    • DEFENSIVE : Research Tool
    • Google News Alerts
    • Twitter Search
    • Slide Share
    • PRO-ACTIVE : Branding & Member Tool
    • Sharing
    • 2-way communications
    • Fund-raising
  • Defensive / Research
  • LinkedIn
  • Facebook
  • SlideShare
  • Twitter
  • Social Media as Fundraiser
  • CONTENT MARKETING Content Marketing Cause Marketing Social Media
  • Content Marketing What: Sharing content NOT selling Old: Controlled, Members Only New: Open to all (w/exceptions) Why? Be filter for members Be thought leader If you don’t someone else will Examples: marketingprofs.com raintoday.com DrakeCo Clients: CLA, DCHA – Tip of Weeks
  • CAUSE MARKETING Content Marketing Cause Marketing Social Media
  • Cause Marketing What: NonProfit & For Profit Old: Philanthropy New: Marketing for Purpose & Passion Why: Engagement, awareness, funds Examples: Trees for Troops MO KidsFirst Golden Corral, Applebee’s
  • Sam’s, Aquafina & KAB
    • 50,554 military families received farm-grown Christmas trees
    • Delivered to 53 military locations in 17 countries
    • Coordinated international media coverage
  • Social Media & Cause
    • SM can enhance impact of cause marketing
      • Examples: Twestivals; Tweetsgiving; TweetUp4Troops
    • Follow SM “rules of engagement”
    • Don’t exclude traditional media / networking
    • http://bit.ly/22HmP0
  • Twitter & Fund-raising
  • Putting It All Together
    • Content – become thought leader
    • Social Media – engage members
    • Cause – excite & energize members
  • Resources
    • SM ROI & other numbers: http://bit.ly/4lOSmW
    • SM “Flower” for Volunteers: http://bit.ly/1yd8z6
    • Twitter is NOT Social Media: http://bit.ly/3HoyJd
    • Content that Sleeps, Creeps, Leaps: http://bit.ly/1wk1Un
    • 4-Step Strategy: http://bit.ly/FPZdt
    • Content Marketing Playbook: http://bit.ly/QJ5oO
    • CM Guide: http://stepbystepfundraising.com/guide-to-cause-marketing#
    • Cause Marketing Forum: www.causemarketingforum.com
    • www.Causeaholic.com
  • Converging Trends Impacting Associations Steve Drake President Drake & Company [email_address] 636/449-5050 Twitter: @stevedrake @causeaholic LinkedIn: Steve Drake SlideShare: Steve Drake Blog: http://blog.drakeco.com Blog: www.causeaholic.com