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Social  Media  Building A  Fan  Base

Social Media Building A Fan Base



A follow up on a November 24, 2009 webinar on social media for non-profits and how they can build a fan base (in Powerpoint format).

A follow up on a November 24, 2009 webinar on social media for non-profits and how they can build a fan base (in Powerpoint format).



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  • stop here to talk about all the tools Action Strategies uses to measure Social Media ROI talk about engaging influencers and what qualifies an influencer

Social  Media  Building A  Fan  Base Social Media Building A Fan Base Presentation Transcript

  • Yes, Non-Profits CAN create an Energized Fan Base through Social Media! Thank you for joining us! We will begin momentarily To hear this presentation, please call: 605-715-4970 Your access code is: 489449# November 24, 2009 Message Magnifiers for Non-Profits
  • is this really something we should be taking up? Message Magnifiers for Non-Profits
  • to be effective, you must speak their language Message Magnifiers for Non-Profits
  • the landscape is very vast
    • depending on your objective from the beginning, your choice of channels/ tools will vary
    Message Magnifiers for Non-Profits
  • step one: who will speak for the organization?
    • social media is a personal affair...in fact, “social”
    • who will speak for the organization will depend on who your publics regularly interact with
    • social media and the internet is always on = who selected becomes the organization
    Message Magnifiers for Non-Profits
  • what’s our objective here? Message Magnifiers for Non-Profits
    • building a fan base involves 3 steps
    Message Magnifiers for Non-Profits
    • monitoring & identifying your unique message
    • where does your audience congregate?
    • build your profiles:
    • outposts & anchors
    • pulling it all together so that “fans” come to you:
    • regular and good content is the bait
    • telling your story
    • seeking your audience
    getting started Message Magnifiers for Non-Profits
    • social media is just one of many tools in a non-profit marketer’s kit
    • the strategy is all about facilitating conversations and eventually, letting go
    • just as with traditional media relations, it’s about “news worthiness”
      • why should someone care: timeliness, novelty, consequence, human interest, prominence, proximity
    • *****lay out the principal elements in a scheduled fashion for regular release through your channels ****
    it’s about your story, not the tools Message Magnifiers for Non-Profits
    • finding your audience
    • push vs. pull marketing
    • press releases
    • email
    • “ friending”
    • commenting
    Message Magnifiers for Non-Profits
    • twitter search
    • follow like-minded individuals
    • follow their followers
    • monitor regularly for return follows, ensure a balance between your followers vs. following
    pull tactic: twitter is an excellent starting point Message Magnifiers for Non-Profits
  • pull tactic: commenting
    • seek interesting discussions
    • present provocative ideas
    • avoid self-serving “look at me” comments
    • comment and leave your url
    Message Magnifiers for Non-Profits
  • push tactic: Social Media News Releases
    • Changed to bullet format
    • Options for viral marketing
    • Ensure SEO written and Google-friendly
    • Add tags for Facebook, De.li.cious, Digg, etc.
    Message Magnifiers for Non-Profits
  • push tactic: email newsletters
    • pushing provocative content
    • links over to blog
    • links over to social media profiles
    • encourage forwarding
    • email signatures
    Message Magnifiers for Non-Profits
    • where are your audiences?
    • delivering content and value
    • providing a valuable exchange
    building your outposts Message Magnifiers for Non-Profits
  • who are influencers? Message Magnifiers for Non-Profits
  • research where you need to be
    • you can’t nor should you be everywhere
    Message Magnifiers for Non-Profits
  • prioritizing your spaces Message Magnifiers for Non-Profits
    • to blog or not to blog...
    • how often can you contribute something new & unique?
    • is there more value in the interim in contributing elsewhere?
    Message Magnifiers for Non-Profits
    • keep posts short and regular
    • drive your newsletter to the blog
    • integrate the feed into your main site
    • actively encourage comments through questions
    • be provocative
    • stay in tune with the big issues in your sphere
    assuming you do blog... Message Magnifiers for Non-Profits
  • pulling it all together
    • managing your time
    • measuring and evaluating
    Message Magnifiers for Non-Profits
  • Beth Kanter: How Much Time Does It Take To Do Social Media?
    • 5 hours/week to start listening
    • 10 hours/week to participate
    • 10-15 hours/week to generate buzz
    • 20+ hours/week to build a community
    • (At least ) 3-6 months before you start seeing tangible results
    Message Magnifiers for Non-Profits
  • you will need to measure it all
    • will vary from one organization to the next but can include:
      • numbers of followers
      • engaged influencers
      • comments
      • linking over to your blog
    • social media monitoring strategies also measure tone and viral spread
    Message Magnifiers for Non-Profits
    • Online Social Media for Associations & Not-for-Profits
    • complete step by step advice on Anchor and Outpost strategy
    • prevent others from hijacking your identity
    • develop your own YouTube Channel – with Guru status
    • update your "status" on all of the social networking sites (and on Twitter) with one click
    • sites you should join – and which you should not
    This is a book on strategy, and includes specific, step-by-step instructions to implement that strategy. It is written to provide value for all who are interested in developing online reputation Pre-order your copy now for $42.99CDN (about $40 US) www.actionstrategies.ca
    • Traditional and online public relations:
      • Social Media strategy, blogging, community development and management
      • Communications plans
      • Media relations
      • Revenue generation & membership recruitment/ retention
      • Stakeholder engagement
      • Increasing event attendance
    • Register NOW for our intensive social media packages in training, profile development, and management
    who is Action Strategies? www.actionstrategies.ca Message Magnifiers for Non-Profits