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2010 nonprofitinstitute

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  • Identify a result for each organization and the impact it will have, then help them determine a goal
  • Identify a result for each organization and the impact it will have, then help them determine a goal
  • Follow-up: make the pitch, don’t just listen for confirmationLive Shots & Interviews:Don’t be afraid to ask if you can do it againSound bites are six to 17 seconds
  • Localize: give stories a local perspectiveFAM Tours: Twenty-minute intro to your organization, what it’s doing and goals/plans for the upcoming yearAdvance Notice: more than 2-3 days, less than a month. About 1 week is ideal
  • Oh, and don’t forget you need to monitor and track all of thisBottom Line: you need to be everywhere possible your donors/benefactors are
  • What happens in Vegas stays on YouTube, Facebook, Twitter, etc…
  • This is NOT field of dreams, it’s not a build-it-and-they-will-comeWho else is targeting your keywords, are they friend or foe, can you form a partnership?Drive media to your blog, ask event attendees to post their pictures on facebook or Flickr, etc.
  • Reasons to Blog1 – Newspapers and Magazines use blogs as a source (PR)2 – Search Engine Optimization3 – Site content differentiation4 – establish yourself as a thought leader5 – Gives you a human voiceBONUS – Measurementhttp://www.afprc11.blogspot.com/
  • Number of friendsNumber of YouTube viewsNumber of podcast subscribersNumber of Facebook group membersNumber of times our messages got ReTweeted
  • Engage – give people a reason to listen to you and to come backBuild Slowly – it’s not a build-it-and-they’ll-come mentality

Transcript

  • 1. Marketing & Media Relations for Nonprofits
    andrewheilman
    @tahoedrew
  • 2. Hi, my name is Andrew
  • 3. an online-driven, communications firm
  • 4. Marketing is not afour-letter word*
  • 5. *for nonprofits
    This is a conversation about
    nonprofits and marketing
  • 6. Communications & Public Relations
  • 7. Press Releases need:
    Who
    What
    When
    Where
    Why, and what’s so great about it
    • Visual opportunities (photo and/or video)
  • Journalists like:
    Events
    Great stories
    Trends
  • 8. Tips for interacting with journalists:
    Call and follow-up
    You can be a pain, just don’t be pushy or rude
    Offer your own visuals (photos and video)
    Live shots and interviews
  • 9. Tips (continued)
    Media partnerships/sponsorships for events
    Localize national stories
    Media Familiarization Tour
    Advance notification of events
  • 10. (even more) Tips
    11am to 2pm is TV’s “sweet spot” for coverage
    Is it web, print or TV “worthy”
    When dealing with a crisis’ be honest
    Use your website to give journalists easy access to important and relevant information
  • 11. what nonprofit marketing was
  • 12. What marketing has become
  • 13. Are you ready?!
  • 14. We’ve undergone a paradigm shift from a BROADCAST mechanismto a PARTICIPATION model
  • 15. “Got Proof?!”
    *you ask skeptically
  • 16. Time to reach 50 Million users
    Radio 38 years
    TV 13 years
    Internet 4 years
    iPod 3 years
    Facebook 9 months
  • 17. In 2010, Gen Y will outnumber Baby Boomers… 96% of them have joined a social network
  • 18. What does that really mean?
    Control is surrendered to those who participate
    People WILL say scary things
    You can NOT control the conversation
    • Participation demands authenticity
    • 19. You need to be everywhere possible
  • Where is it I’m supposed to be again?
    Website
    Video
    Podcasts
    Social Media
    SEO
    Email
    Blog
    Photo
    Mobile applications
    Widgets
    Infographics
    Social Bookmarking
    Wikis
    Geo-marketing
    Landing pages
  • 20. Communication is influencedby those who participate,you can NOT control it
  • 21. Participation does NOTguarantee success
    *More money does NOT equal
    better results
  • 22. Content is King, QueenANDthe joker!
  • 23. Get to a fire hose
  • 24. Rules for Social Media
    Start Early NOW! If your organization is not participating you’re behind the 8-ball, but you’re not too late. The best way to start:
    LISTEN
  • 25. Rules for Social Media
    Choose where to play (strategy before execution). Spend some time understanding where your potential donors are and how you can engage with them. Remember, this is about conversations and relationships. Don’t just tell your story; ask questions, inspire.
  • 26. Rules for Social Media
    Build to scale. Being everywhere is not as important as being where you can put in the effort. The strategy and content is more important than the technology.
  • 27. Rules for Social Media
    Let Go. That’s right, give up control to those who are willing to help you spread your message.
  • 28. Rules for Social Media
    Expand your network. Search out others looking for your experience and expertise. Integrate online advocacy into other element of your organization
  • 29. Rules for Social Media
    Think long term. This is anything but a sprint, yet nothing will be constant for long enough to complete a marathon.
  • 30. Confused yet?
  • 31. Social Media
    Networking
    Blogs
    Video
    Bookmarking
    RSS
    Widgets
    Applications
    Microbloging
    Photos
    Podcasts
    Wikis
    SMS
    Mobile
    PPC (Pay PerClick)
    Forums
    SEO (Search Engine Optimization)
    Landing Pages
    Analytics
    Email
  • 32. Facebook
  • 33. LinkedIn
  • 34. Photos
  • 35. Video
  • 36. Podcasts
  • 37. Video Podcasts
  • 38. Twitter
  • 39. Twitter
  • 40. blogs
  • 41. Analytics
  • 42. Social Media Impacts Consideration
    Research
    Validation
    Creating an emotional connection
    Creating touch points
    Search
  • 43. ROI (Return On Investment)
    Social Media/Online Marketing has new rules, so we need new ways to measure ROI
  • 44. Let’s Talk Shop Strategy
  • 45. Andrew Heilman
    andrew.heilman@me.com
    775.313.0753