Promoting Your Agency’s Work Through Media Relations & Marketing Focus on Marketing & Social Networking Eric Roland Sr. Di...
State of Traditional Media in 2009 <ul><li>300 newspapers shut down </li></ul><ul><li>8 magazines with a circulation of on...
Marketing & Communications <ul><li>“the integration of marketing and communications…is happening for every marketer and it...
Press Releases <ul><li>Press release is not just for news announcements, but its a part of an overall marketing program wh...
What is Social Media? <ul><li>A category of web sites that is based on user participation and user-generated content </li>...
Social Networking Sites <ul><li>Twitter – a rapidly moving medium that fosters link sharing and instant responses </li></u...
Popularity of Social Networking <ul><li>Social networks and blogs are now the 4th most popular online activity ahead of pe...
5 Rules of Social Media <ul><li>Boast.  Social media is about telling people what you do and having them spread the messag...
Your Goals Offline = Your Goals Online   <ul><li>Make people aware of your organization </li></ul><ul><li>Get people to ca...
Key Social Platforms <ul><li>Social networking </li></ul><ul><li>Chat rooms </li></ul><ul><li>Message boards </li></ul><ul...
Your donors are online… <ul><li>In 2007, total online giving in the U.S. reached over $10 billion – a 52% increase over 20...
United Way of Massachusetts Bay <ul><li>Invite to annual Women’s Breakfast fundraising event </li></ul><ul><li>2008 – mail...
CDC, H1N1 and Social Media <ul><li>Historical trends suggest a pandemic flu virus emerges about every 30 years </li></ul><...
Crisis & Emergency-Risk Communication (CERC) <ul><li>Framework developed by CDC in the post-9/11 world of preparedness </l...
6 Principles of CERC <ul><li>BE FIRST: share information as soon as it becomes available </li></ul><ul><li>BE RIGHT: give ...
Using Social Media for H1N1 <ul><li>Podcasts </li></ul><ul><li>RSS feeds </li></ul><ul><li>Facebook </li></ul><ul><li>MySp...
Success <ul><li>3-month period in 2009 </li></ul><ul><ul><li>H1N1 flu site had more than 82 million page views </li></ul><...
On your Agency Web Site?
Thank you! <ul><li>Eric Roland </li></ul><ul><li>Senior Director of Marketing & Communications </li></ul><ul><li>Legacy Co...
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Promoting Your Agency Using Social Media

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Nonprofit agencies need to take advantage of social media to keep their consumers and donors engaged in the agency. This presentation gives a very basic overview of social media and how it can be used to promote a nonprofit agency.

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Promoting Your Agency Using Social Media

  1. 1. Promoting Your Agency’s Work Through Media Relations & Marketing Focus on Marketing & Social Networking Eric Roland Sr. Director of Marketing & Communications
  2. 2. State of Traditional Media in 2009 <ul><li>300 newspapers shut down </li></ul><ul><li>8 magazines with a circulation of one million or more ceased publication </li></ul><ul><li>10,000 jobs lost at radio stations </li></ul><ul><li>More than 100 TV stations affected by Chapter 11 filings of parent companies </li></ul>Source: BNET, 2009
  3. 3. Marketing & Communications <ul><li>“the integration of marketing and communications…is happening for every marketer and it is due mainly to the advent and acceptance of social media and heightened social consciousness of Americans…” </li></ul><ul><ul><ul><ul><ul><li>Advertising Age </li></ul></ul></ul></ul></ul>
  4. 4. Press Releases <ul><li>Press release is not just for news announcements, but its a part of an overall marketing program where search engine optimization (SEO) is pivotal. </li></ul><ul><li>Archive press releases on agency web site </li></ul><ul><li>Share press releases on social networking web sites </li></ul><ul><li>Share press releases with bloggers </li></ul><ul><li>Link to press releases on agency newsletter </li></ul>
  5. 5. What is Social Media? <ul><li>A category of web sites that is based on user participation and user-generated content </li></ul><ul><ul><li>social networking sites like LinkedIn or Facebook </li></ul></ul><ul><ul><li>social bookmarking sites like Del.icio.us </li></ul></ul><ul><ul><li>social news sites like Digg or Reddit </li></ul></ul><ul><ul><li>social video sites like youtube or Metacafe </li></ul></ul><ul><li>Social media is people using Internet and mobile-based tools (like blogs and video) and web sites (like Facebook and Twitter) to share content and have conversations online. </li></ul>
  6. 6. Social Networking Sites <ul><li>Twitter – a rapidly moving medium that fosters link sharing and instant responses </li></ul><ul><li>LinkedIn – is more collegiate, moving more methodically and in greater detail </li></ul><ul><li>Facebook – more intimate, the next generation of brand-loyalty programs </li></ul><ul><li>YouTube – a great way to tell a story, especially engages younger audiences </li></ul>
  7. 7. Popularity of Social Networking <ul><li>Social networks and blogs are now the 4th most popular online activity ahead of personal email </li></ul><ul><li>Member communities are visited by 67% of the global online population </li></ul><ul><li>Time spent is growing at 3 times the overall Internet rate, accounting for almost 10% of all Internet time </li></ul><ul><li>Total amount spent online globally increased by 18% in 2008 </li></ul><ul><li>Total time spent on ‘Member Community’ sites increased by 63% </li></ul><ul><li>Total time spent on Facebook increased by a massive 566%!! </li></ul>Source: The Nielson Company, 2009
  8. 8. 5 Rules of Social Media <ul><li>Boast. Social media is about telling people what you do and having them spread the message. Encourage feedback and discussion. </li></ul><ul><li>Give Up Control. You can’t control the conversation. If you want people to spread your message, you have to trust them. </li></ul><ul><li>Get Involved. Social media is about conversations and building relationships. It takes effort. </li></ul><ul><li>Be Honest. You can’t spin the truth with social media. Be open, honest and authentic in everything you say and do. </li></ul><ul><li>Think Long Term. Don’t expect immediate, easily measurable results. It takes time to build trust and make connections. </li></ul>
  9. 9. Your Goals Offline = Your Goals Online <ul><li>Make people aware of your organization </li></ul><ul><li>Get people to care about your organization </li></ul><ul><li>Encourage people to support your organization with money, time and advocacy </li></ul><ul><li>Keep people connected to your organization </li></ul>Source: Brian Walsh, Associate Director of the Fundraising Division for Changing Our World Inc.
  10. 10. Key Social Platforms <ul><li>Social networking </li></ul><ul><li>Chat rooms </li></ul><ul><li>Message boards </li></ul><ul><li>Podcasts </li></ul><ul><li>Video and photo sharing </li></ul><ul><li>Blogging and microblogging </li></ul><ul><li>RSS feeds </li></ul><ul><li>Widgets </li></ul><ul><li>Webinars </li></ul>
  11. 11. Your donors are online… <ul><li>In 2007, total online giving in the U.S. reached over $10 billion – a 52% increase over 2006. </li></ul><ul><li>51% of wealthy donors prefer to give online </li></ul><ul><li>52% of these wired wealthy use YouTube, 14% use MySpace, 12% use Flickr and 9% use Facebook </li></ul>Source: Convivo The Wired Wealthy (March 2008)
  12. 12. United Way of Massachusetts Bay <ul><li>Invite to annual Women’s Breakfast fundraising event </li></ul><ul><li>2008 – mailed out paper invitation plus emails: campaign budget $10,000 </li></ul><ul><li>2009 – email containing 1 minute video: campaign budget $1,000 </li></ul><ul><li>Approx. 63% of email recipients who watched video registered for event </li></ul><ul><li>Attendance – 2008: 756 2009:965 </li></ul><ul><li>Fundraising – 2008: $208,043 2009: $409,826 </li></ul>
  13. 13. CDC, H1N1 and Social Media <ul><li>Historical trends suggest a pandemic flu virus emerges about every 30 years </li></ul><ul><li>CDC needed to adapt to new communication channels, particularly social media </li></ul><ul><li>CDC also needed to stay true to its core principles for emergency-risk communication. </li></ul>
  14. 14. Crisis & Emergency-Risk Communication (CERC) <ul><li>Framework developed by CDC in the post-9/11 world of preparedness </li></ul><ul><li>Put the public’s information first </li></ul><ul><li>Set out to break down bureaucratic, paternalistic and one-way communication typically used in crisis response </li></ul><ul><li>Instead, offer simple, relevant and credible communication during a crisis </li></ul>
  15. 15. 6 Principles of CERC <ul><li>BE FIRST: share information as soon as it becomes available </li></ul><ul><li>BE RIGHT: give facts not estimates </li></ul><ul><li>BE CREDIBLE: tell the truth </li></ul><ul><li>EXPRESS EMPATHY: engage people’s feelings </li></ul><ul><li>PROMOTE ACTION: encourage people to share your story </li></ul><ul><li>SHOW RESPECT: listen to your audience </li></ul>
  16. 16. Using Social Media for H1N1 <ul><li>Podcasts </li></ul><ul><li>RSS feeds </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>Buttons and badges </li></ul><ul><li>Mobile texting program </li></ul><ul><li>YouTube videos </li></ul><ul><li>widgets </li></ul>
  17. 17. Success <ul><li>3-month period in 2009 </li></ul><ul><ul><li>H1N1 flu site had more than 82 million page views </li></ul></ul><ul><ul><li>H1N1 badges and buttons had more than 56,000 click-throughs </li></ul></ul><ul><ul><li>CDC sent more than 4 million email updates </li></ul></ul><ul><li>People who used social media </li></ul><ul><ul><li>gave CDC higher satisfaction ratings </li></ul></ul><ul><ul><li>were more likely to return and recommend web site to others </li></ul></ul><ul><ul><li>Rated CDC as more trustworthy </li></ul></ul>Source: American Customer Satisfaction Index (ACSI)
  18. 18. On your Agency Web Site?
  19. 19. Thank you! <ul><li>Eric Roland </li></ul><ul><li>Senior Director of Marketing & Communications </li></ul><ul><li>Legacy Community Health Services </li></ul><ul><li>(713) 830-3068 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.legacycommunityhealth.org </li></ul>

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