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Group 1 Packard Foundation
 

Group 1 Packard Foundation

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  • http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
  • Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. She recently moved to back to the US and in NYC.Say hello!
  • This is our agenda – we’ll pause along the way for questions.
  • Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
  • So, while it is important to have an integrated strategy – that’s at an advanced maturity of practice – and you have to start somewhere .. So let’s look at how the ladder of engagement plays out on Facebook. Scaffolding by depth of relationship is a familiar framework for many nonprofits – whether it is donors or activists have tactics that move people up the ”Ladder of Engagement.” This is how it plays out on Facebook, but think across all your channels.
  • http://simplymeasured.com/freebies/facebook-insights
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • http://www.socialmediaexaminer.com/3-rewards-and-3-risks-of-making-customers-brand-ambassadors/#1: The power of a testimonial will outperform anything a marketer can develop.The power of a customer’s story has been proven to increase web traffic and conversions. But in this case, you would have customers who are building genuine relationships and showing that they’re so passionate about your brand that it actually is part of their identity.You could have customers who run an entire blog on your site, or one or more customers could be in charge of finding relevant articles they think your following would be interested in and sending out the tweets and status updates. Or from another angle, they could be charged with engaging with influential bloggers in your space and commenting on their blog posts on the company’s behalf. There are so many possibilities for these loyal fans to become immersed in your brand and share their genuine unfiltered perspective.‘#2: Customers can open doors faster than you can.Let’s face it, when bloggers are getting pitched by a brand, they immediately put up their sales radar. They want to protect their audience from your spammy marketing messages.But when one of your customers approaches a blogger about the difference you made in their life, it’s different. It doesn’t feel like a pitch, it feels like a case study that must be shared.If you set this up well, you’ll allow the customer to leverage benefits he or she can offer to a blogger—a pseudo-toolbox of resources such as cross-posting on each other’s blogs, joint media interviews and/or joint sponsorships. You’ll have to do some training with your customers on how and when it’s appropriate to use their toolbox, but it can be done.A customer who knows when it’s appropriate to say, “Hey, I also have some contacts over at the company and if you’re interested in posting in their community I can make an introduction.” An approach like that doesn’t sound salesy or pushy but natural, and builds on the power of social media to connect like-minded individuals.#3: It’s genuine, it’s real, and it isn’t marketing.It’s such a crowded marketplace for advertisers that it has become really tough to break through the clutter. And we’re seeing this extend into the social space. By having a group of customers who are your brand ambassadors, you can easily break through with an authentic voice because it will sound different—ultimately it’shumanization of your brand at its best.As much as you try to develop pretty marketing messages that deliver, this will sound different than anything you put together. The reality is that even if the customer said EXACTLY what you would’ve said, it will have a tone of genuine passion behind it that marketers struggle to convey without sounding pushy.The key is to get beyond the solicited customer testimonial and actually let them generate their own content in their own words. Facebook does a fantastic job with their Facebook Stories section. If it’s appropriate for you to be involved in their content creation process, only edit for grammar. Leave subjective edits in the trashcan. Give customers best practices, rather than rules. That’s where the power of authenticity takes hold.#1: Fear of the rogue customer.Giving up brand control is a difficult proposition because companies are terrified that their customer may turn on them at some point and have a large following they’ve established with the company’s support. I want to say it’s a valid fear, but it really isn’t.Tennis fans may remember when Martina Hingis filed a $40 million lawsuit against Sergio Tacchini, an Italian shoemaker, for giving her “shoes that injured her feet,” as ABC News reported. This came as a result of a “five-year endorsement deal that was to pay her (Hingis) $5.6 million.”Examples like this seem to always make the headlines and it gets worse when you look at celebrity endorsements that are cancelled due to embarrassing activities in the celebrities’ personal lives. While these are the examples most people associate with a rogue customer, there’s a really important distinction.#2: Concern over losing a brand ambassador because they move on.This is a reasonable concern. As you work with customers and they develop their own following, it can be tough to manage a transition if they decide they don’t have time for it anymore. I would recommend that you structure your brand ambassador channels in a way that allows for multiple customers to participate in a single channel so you aren’t too strongly aligned with an individual personality.The best we can do as marketers is to influence our brand’s message and perception, but the reality is that it’s largely controlled by our audience. The sooner we embrace the massive word-of-mouth network that has been magnified through social networks, the more chance we have of being a positive influence on it.As the social media world evolves, our customers will have a voice, whether we empower them or not. The question is, are you willing to provide the platform to magnify your customers’ reach or are you going to wait for your competition to do it first?Check here if you want to know if your brand passes the mirror test and check out this interview on how Cisco uses social media to connect with customers.What do you think? Is your brand ready for this kind of change? Are you already using this strategy? Please share your thoughts and ideas in the comments section below.
  • Aliza Sherman http://gigaom.com/collaboration/how-to-know-a-good-fan-on-facebook/Identify superfans.Recognize superfans publicly.Privately request that superfans respond to a questionnaire to get a better sense of who they are.Evaluate the responses to identify potential brand ambassadors.Approach superfans privately with a proposal to become a brand ambassador.Engage the new brand ambassadors to amplify their passions around the brand.
  • http://simplymeasured.com/freebies/facebook-fan-page-analytics
  • http://www.odbfairfax.org/https://www.facebook.com/odbfairfaxhttp://www.youtube.com/odbfairfax“Using Facebook to engage with and learn more about our donors and cultivation for additional gifts. Example: Amazon wish list for our Food Pantry items. We posted on our page, got comments, including a fan who said she had just placed an order for us. We thanked her! The next day, a big order of Diapers came in from Amazon - and we thought it must be her. From the person's fb profile, I could tell she was a young mother - our key target demographic for new $$ donations. I looked her name up in our donor management system - and discovered she had attended our big fundraiser in Feb. as a first time donor and we had her email.. So my Food program manager sent her an email to say thanks and asked if she'd sent diapers. Donor responded back with a very engaging email that no, it was juice boxes she'd ordered - and she shared that she has a young son and they had attended our Empty Bowls event and our mission to feed hungry local children really resonated with her. Plus, she shared that she had first discovered our organization when she went to paint at the local Paint your own Pottery place before the Empty Bowls event - which was doing a promotion for us to "buy one, paint a free one to donate to ODB." So this was a great story for me to share as the Dev. Manager with our partner the owner of the Pottery shop! Terrific win-win!”
  • https://www.facebook.com/Beth.Kanter.Blog/posts/10150929716385408
  • http://www.nten.org/champions
  • http://www.socialmediaexplorer.com/online-public-relations/influencer-identification-tools/
  • http://www.waxingunlyrical.com/2011/06/07/want-to-identify-online-influencers-try-traackr/
  • http://www.waxingunlyrical.com/2011/06/07/want-to-identify-online-influencers-try-traackr/