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Corporate Blogs for Nonprofits<br />Claire Speed<br />Feb 28, 2011<br />Social Media Marketing<br />
Nonprofits in Canada<br />161,000 organizations<br />2nd largest nonprofit sector in the world<br />Resource  “poor” – rev...
Why blog? Pros<br />Creates a conversation<br />Highlights the organization<br />It’s dynamic<br />Is a unique voice<br />...
Why “not” blog? Cons<br />Time consuming<br />How do we measure success?<br />Lack of experience with medium<br />Source: ...
2010 Survey of Nonprofits<br />Use of Blogs – 52%<br />Effectiveness of Blogs <br />18% very effective  <br />55% somewhat...
How to write effective blogs<br />Be outwardly focused and relevant<br />Share expertise, knowledge, advice, info<br />Be ...
Blogging for a Cause<br />Environment<br />Healthcare<br />Education<br />Religion<br />Social services<br />Arts/Culture<...
Arts and Culture in Canada<br />13,800 organizations<br /><ul><li>Heritage: Museums
Visual Arts: Galleries
Performing Arts: Theatre, Dance, Music </li></ul>Source: Statistics Canada<br />
A Typology of Blogs<br />Storytelling<br />personal stories, behind-the-scenes<br />Educational<br /> how-tos, Q & As<br /...
CANADIAN OPERA COMPANY<br />Parlando: the COC blog<br /><ul><li>Broadcast and Behind the Scenes</li></ul>	COC Book Club<br...
EDMONTON SYMPHONY <br />	ESO Blog <br /><ul><li>Broadcast model
Behind-the-scenes</li></ul>	Sticks and Drones: A blog by Bill Eddins<br /><ul><li>Behind-the-scenes
Educational</li></ul> Philip Paschke, New Media Specialist <br />(since May 2008)<br />
NATIONAL ARTS CENTRE<br />NAC Blog <br /><ul><li>Broadcast model
Behind-the-scenes</li></ul>NACO Tour Blog<br /><ul><li>Storytelling
Behind-the-scenes</li></ul> Jen Covert, EMarketing Officer (since  2009)<br />Maurizio Ortolani, New Media Producer <br />
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Corporate Blogs for Nonprofits

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Presentation to MBA Social Media Marketing class (Prof Robert Kozinets) at Schulich School of Business: Feb 28.

Focused on how performing arts organizations use blogs with examples from the Canadian Opera Company (Toronto), the Edmonton Symphony Orchestra and Canada's National Arts Centre (Ottawa).

Published in: Business, Education, Technology
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Corporate Blogs for Nonprofits

  1. 1. Corporate Blogs for Nonprofits<br />Claire Speed<br />Feb 28, 2011<br />Social Media Marketing<br />
  2. 2. Nonprofits in Canada<br />161,000 organizations<br />2nd largest nonprofit sector in the world<br />Resource “poor” – revenue and staff<br />Source: Statistics Camada<br /> Blogging for nonprofits: <br />value added or time wasted?<br />
  3. 3. Why blog? Pros<br />Creates a conversation<br />Highlights the organization<br />It’s dynamic<br />Is a unique voice<br />Can use as a recruitment tool<br />Inexpensive way to market/communicate <br />
  4. 4. Why “not” blog? Cons<br />Time consuming<br />How do we measure success?<br />Lack of experience with medium<br />Source: Ventureneer and Caliber<br />Lack of resources and knowledge <br />
  5. 5. 2010 Survey of Nonprofits<br />Use of Blogs – 52%<br />Effectiveness of Blogs <br />18% very effective <br />55% somewhat effective<br />Source: Ventureneer and Caliber<br /> What makes one blog better than another? <br />
  6. 6. How to write effective blogs<br />Be outwardly focused and relevant<br />Share expertise, knowledge, advice, info<br />Be natural – write for the medium<br />Be consistent and write regularly<br /> 2 most important words: “you” & “because<br />
  7. 7. Blogging for a Cause<br />Environment<br />Healthcare<br />Education<br />Religion<br />Social services<br />Arts/Culture<br />
  8. 8. Arts and Culture in Canada<br />13,800 organizations<br /><ul><li>Heritage: Museums
  9. 9. Visual Arts: Galleries
  10. 10. Performing Arts: Theatre, Dance, Music </li></ul>Source: Statistics Canada<br />
  11. 11. A Typology of Blogs<br />Storytelling<br />personal stories, behind-the-scenes<br />Educational<br /> how-tos, Q & As<br />Broadcast model<br /> announcing activities, performances, contests<br />
  12. 12. CANADIAN OPERA COMPANY<br />Parlando: the COC blog<br /><ul><li>Broadcast and Behind the Scenes</li></ul> COC Book Club<br /><ul><li>Educational</li></ul>In His Own Words: Alexander Neef’s Blog<br /><ul><li>Behind-the-scenes and Educational</li></ul> Cecily Carver, Social and Interactive Coordinator (since Aug 2010)<br />
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  18. 18. EDMONTON SYMPHONY <br /> ESO Blog <br /><ul><li>Broadcast model
  19. 19. Behind-the-scenes</li></ul> Sticks and Drones: A blog by Bill Eddins<br /><ul><li>Behind-the-scenes
  20. 20. Educational</li></ul> Philip Paschke, New Media Specialist <br />(since May 2008)<br />
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  22. 22. NATIONAL ARTS CENTRE<br />NAC Blog <br /><ul><li>Broadcast model
  23. 23. Behind-the-scenes</li></ul>NACO Tour Blog<br /><ul><li>Storytelling
  24. 24. Behind-the-scenes</li></ul> Jen Covert, EMarketing Officer (since 2009)<br />Maurizio Ortolani, New Media Producer <br />
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  31. 31. Questions to ponder…<br />Considering the older demographic of audiences for“classical” performance arts (orchestra, opera, ballet) are blogs an effective marketing tool?<br />When blogs don’t elicit comments are they still adding value?<br />
  32. 32. Technology at the NAC: Youtube Interview<br /> Corporate website<br /> Performing arts educational website<br /> Hexagon Studio <br /><ul><li>Teaching via broadband</li></li></ul><li>Questions? <br />YouTube: to be posted at a later date<br />Slideshare: for this presentation<br />Follow me on Twitter: @cms0629<br />

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