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Yes, Non-Profits CAN create an
Energized Fan Base through Social
             Media!
      Thank you for joining us! We wil...
is this really something we should be taking up?




                                       Message Magnifiers for Non-Profi...
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

...
step one: who will speak for the organization?




                                                 5
Message Magnifiers fo...
step one: who will speak for the organization?
                                   •social media is a personal
            ...
step one: who will speak for the organization?
                                   •social media is a personal
            ...
step one: who will speak for the organization?
                                   •social media is a personal
            ...
what’s our objective here?




                             Message Magnifiers for Non-Profits   6
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 c...
Message Magnifiers for Non-Profits




• monitoring   &   identifying   your   unique
                                      ...
Message Magnifiers for Non-Profits




• monitoring   &   identifying   your   unique                          • pulling it ...
Message Magnifiers for Non-Profits




getting
started
•telling your story
•seeking your audience




8
tools




                                           9
        Message Magnifiers for Non-Profits
tools
•social media is just one of many tools in a non-profit marketer’s kit




                                          ...
tools
•social media is just one of many tools in a non-profit marketer’s kit


•the strategy is all about facilitating conv...
tools
•social media is just one of many tools in a non-profit marketer’s kit


•the strategy is all about facilitating conv...
tools
•social media is just one of many tools in a non-profit marketer’s kit


•the strategy is all about facilitating conv...
tools
•social media is just one of many tools in a non-profit marketer’s kit


•the strategy is all about facilitating conv...
finding your audience   10
finding your audience   10
finding your audience   10
finding your audience   10
Message Magnifiers for Non-Profits




 ✓   press releases   ✓   “friending”
 ✓   email            ✓   commenting



push vs...
pull tactic: twitter is an   Message Magnifiers for Non-Profits




 excellent starting point




12
pull tactic: twitter is an   Message Magnifiers for Non-Profits




 excellent starting point

     1.twitter search




12
pull tactic: twitter is an   Message Magnifiers for Non-Profits




 excellent starting point

     1.twitter search

     2...
pull tactic: twitter is an     Message Magnifiers for Non-Profits




 excellent starting point

     1.twitter search

    ...
pull tactic: twitter is an       Message Magnifiers for Non-Profits




 excellent starting point

     1.twitter search

  ...
Message Magnifiers for Non-Profits




pull tactic:
commentin
seek interesting discussions
present provocative ideas
avoid s...
Message Magnifiers for Non-Profits




push tactic:
Social Media
News Releases
Changed to bullet format
Options for viral ma...
Message Magnifiers for Non-Profits




push tactic:
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ l...
Message Magnifiers for Non-Profits




push tactic:
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ l...
Message Magnifiers for Non-Profits




push tactic:
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ l...
Message Magnifiers for Non-Profits




push tactic:
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ l...
Message Magnifiers for Non-Profits




push tactic:
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ l...
Message Magnifiers for Non-Profits




building
your




16
Message Magnifiers for Non-Profits




building
your
•where are your audiences?




16
Message Magnifiers for Non-Profits




building
your
•where are your audiences?
•delivering content and
     value




16
Message Magnifiers for Non-Profits




building
your
•where are your audiences?
•delivering content and
 value
•providing a ...
who are influencers?




                      Message Magnifiers for Non-Profits   17
Message Magnifiers for Non-Profits




research
where you
need to be
you can’t nor should you be everywhere




18
prioritizing your spaces




                           Message Magnifiers for Non-Profits   19
Message Magnifiers for Non-Profits




to blog or not to blog...
• how often can you contribute something new & unique?
• is...
assuming you do blog...




                          Message Magnifiers for Non-Profits
                                   ...
assuming you do blog...
•keep posts short and regular




                                Message Magnifiers for Non-Profits...
assuming you do blog...
•keep posts short and regular

•drive your newsletter to the blog




                            ...
assuming you do blog...
•keep posts short and regular

•drive your newsletter to the blog

•integrate the feed into your m...
assuming you do blog...
•keep posts short and regular

•drive your newsletter to the blog

•integrate the feed into your m...
assuming you do blog...
•keep posts short and regular

•drive your newsletter to the blog

•integrate the feed into your m...
assuming you do blog...
•keep posts short and regular

•drive your newsletter to the blog

•integrate the feed into your m...
Message Magnifiers for Non-Profits




pulling it all
together
managing your time
measuring and evaluating




22
Beth Kanter: How Much Time Does It Take To
Do Social Media?

•5 hours/week to start listening

•10 hours/week to participa...
you will need to measure it all
•will vary from one organization to
 the next but can include:


 •numbers of followers


...
•   complete step by step advice on Anchor and
                             Outpost strategy
                         •   ...
who is Action Strategies?




               www.actionstrategies.ca

                            Message Magnifiers for No...
who is Action Strategies?
•Traditional and online public relations:




                                            www.ac...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
who is Action Strategies?
•Traditional and online public relations:
  •Social    Media     strategy,      blogging,
   com...
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Yes, Non-Profits CAN Build an Energized Fan Base through Social Media

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Are you interested in magnifying your organization's online presence in social networks?

Social Media can be an exciting or scary prospect for non-profits and association executives. Carrying on an effective strategy is a crucial requirement if an organization is to form a wide base of popularity for its cause and create a true online community.

But with thousands of social networks available, how are you to know which ones will best advance your cause? If you are on the leading edge, you are on Facebook, and maybe even have experimented with YouTube. But is all of this giving you exposure? Are you actually being called by media? And how are you doing in your search engine rankings?

Join Mark Buzan, co-author of "Online PR and Social Media for Associations and Not-for-Profits" for this free webinar where you will learn some of the key elements in:
Establishing the required "push" versus "pull" marketing tactics that will increase your online fan base

Linking your current offline marketing techniques with effective online marketing techniques
Determining who should speak for your organization on social media sites
Developing an Anchor and Outpost strategy can significantly increase your exposure – and your search engine ranking
Determining which PR sites you should join – and which you should not?
Do you know how to use Social Bookmarking to leverage your efforts even further?

Published in: News & Politics, Technology
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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
  • Transcript of "Yes, Non-Profits CAN Build an Energized Fan Base through Social Media"

    1. 1. 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 1
    2. 2. is this really something we should be taking up? Message Magnifiers for Non-Profits 2
    3. 3. to be effective, you must speak their language Message Magnifiers for Non-Profits 3
    4. 4. the landscape is very vast •depending on your objective from the beginning, your choice of channels/ tools will vary Message Magnifiers for Non-Profits 4
    5. 5. step one: who will speak for the organization? 5 Message Magnifiers for Non-Profits
    6. 6. step one: who will speak for the organization? •social media is a personal affair...in fact, “social” 5 Message Magnifiers for Non-Profits
    7. 7. 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 5 Message Magnifiers for Non-Profits
    8. 8. 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 5 Message Magnifiers for Non-Profits
    9. 9. what’s our objective here? Message Magnifiers for Non-Profits 6
    10. 10. Message Magnifiers for Non-Profits building a fan base involves 3 steps 7
    11. 11. Message Magnifiers for Non-Profits • monitoring & identifying your unique message • where does your audience congregate? building a fan base involves 3 steps 7
    12. 12. Message Magnifiers for Non-Profits • monitoring & identifying your unique •build your profiles: message • where does your audience congregate? •outposts & anchors building a fan base involves 3 steps 7
    13. 13. Message Magnifiers for Non-Profits • monitoring & identifying your unique • pulling it all together so that “fans” come to message •build your profiles: you: • where does your audience congregate? •outposts & anchors • regular and good content is the bait building a fan base involves 3 steps 7
    14. 14. Message Magnifiers for Non-Profits getting started •telling your story •seeking your audience 8
    15. 15. tools 9 Message Magnifiers for Non-Profits
    16. 16. tools •social media is just one of many tools in a non-profit marketer’s kit 9 Message Magnifiers for Non-Profits
    17. 17. tools •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 9 Message Magnifiers for Non-Profits
    18. 18. tools •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” 9 Message Magnifiers for Non-Profits
    19. 19. tools •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 9 Message Magnifiers for Non-Profits
    20. 20. tools •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**** 9 Message Magnifiers for Non-Profits
    21. 21. finding your audience 10
    22. 22. finding your audience 10
    23. 23. finding your audience 10
    24. 24. finding your audience 10
    25. 25. Message Magnifiers for Non-Profits ✓ press releases ✓ “friending” ✓ email ✓ commenting push vs. pull marketing 11
    26. 26. pull tactic: twitter is an Message Magnifiers for Non-Profits excellent starting point 12
    27. 27. pull tactic: twitter is an Message Magnifiers for Non-Profits excellent starting point 1.twitter search 12
    28. 28. pull tactic: twitter is an Message Magnifiers for Non-Profits excellent starting point 1.twitter search 2.follow like-minded individuals 12
    29. 29. pull tactic: twitter is an Message Magnifiers for Non-Profits excellent starting point 1.twitter search 2.follow like-minded individuals 3.follow their followers 12
    30. 30. pull tactic: twitter is an Message Magnifiers for Non-Profits excellent starting point 1.twitter search 2.follow like-minded individuals 3.follow their followers 4.monitor regularly for return follows, ensure a balance between your followers vs. following 12
    31. 31. Message Magnifiers for Non-Profits pull tactic: commentin seek interesting discussions present provocative ideas avoid self-serving “look at me” comments comment and leave your url 13
    32. 32. 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.
    33. 33. 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
    34. 34. 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
    35. 35. 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
    36. 36. 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
    37. 37. 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
    38. 38. Message Magnifiers for Non-Profits building your 16
    39. 39. Message Magnifiers for Non-Profits building your •where are your audiences? 16
    40. 40. Message Magnifiers for Non-Profits building your •where are your audiences? •delivering content and value 16
    41. 41. Message Magnifiers for Non-Profits building your •where are your audiences? •delivering content and value •providing a valuable exchange 16
    42. 42. who are influencers? Message Magnifiers for Non-Profits 17
    43. 43. Message Magnifiers for Non-Profits research where you need to be you can’t nor should you be everywhere 18
    44. 44. prioritizing your spaces Message Magnifiers for Non-Profits 19
    45. 45. 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? 20
    46. 46. assuming you do blog... Message Magnifiers for Non-Profits 21
    47. 47. assuming you do blog... •keep posts short and regular Message Magnifiers for Non-Profits 21
    48. 48. assuming you do blog... •keep posts short and regular •drive your newsletter to the blog Message Magnifiers for Non-Profits 21
    49. 49. assuming you do blog... •keep posts short and regular •drive your newsletter to the blog •integrate the feed into your main site Message Magnifiers for Non-Profits 21
    50. 50. assuming you do blog... •keep posts short and regular •drive your newsletter to the blog •integrate the feed into your main site •actively encourage comments through questions Message Magnifiers for Non-Profits 21
    51. 51. assuming you do blog... •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 Message Magnifiers for Non-Profits 21
    52. 52. assuming you do blog... •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 Message Magnifiers for Non-Profits 21
    53. 53. Message Magnifiers for Non-Profits pulling it all together managing your time measuring and evaluating 22
    54. 54. 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 23
    55. 55. 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 24
    56. 56. • 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 Online Social Media for Associations & Not-for- 25
    57. 57. who is Action Strategies? www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    58. 58. who is Action Strategies? •Traditional and online public relations: www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    59. 59. who is Action Strategies? •Traditional and online public relations: •Social Media strategy, blogging, community development and management www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    60. 60. who is Action Strategies? •Traditional and online public relations: •Social Media strategy, blogging, community development and management •Communications plans www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    61. 61. who is Action Strategies? •Traditional and online public relations: •Social Media strategy, blogging, community development and management •Communications plans •Media relations www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    62. 62. who is Action Strategies? •Traditional and online public relations: •Social Media strategy, blogging, community development and management •Communications plans •Media relations •Revenue generation & membership recruitment/ retention www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    63. 63. who is Action Strategies? •Traditional and online public relations: •Social Media strategy, blogging, community development and management •Communications plans •Media relations •Revenue generation & membership recruitment/ retention •Stakeholder engagement www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    64. 64. who is Action Strategies? •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 www.actionstrategies.ca Message Magnifiers for Non-Profits 26
    65. 65. who is Action Strategies? •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 www.actionstrategies.ca Message Magnifiers for Non-Profits 26
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