Be More Connected: Social Media Marketing Strategies for Non-Profits


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What story are you going to tell? Marketing is about stories. The best are easy to relate to and easy to tell. With Social Media, Non-Profits have a new set of storytelling tools at their disposal. The challenge is to create a social media marketing strategy that maps on to organizational goals.

I gave this keynote presentation at WEDU's 4th Annual Be More Effective Workshop in Tampa September 9, 2009. "The mission of the nationally-recognized, award-winning Be More Awards program is to generate awareness for nonprofit organizations, champion those organizations' unsung heroes and celebrate the spirit of good will throughout the community." It's an awesome event and I am honored to be a part of it!

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  • The faster brands can realize that approaching social marketing and collaboration isn’t about technology, but about process and change management the better off they are. BUT 80% of business success is Strategy only 20% is Technology
  • Marketing, as we once knew it, is on the History Channel ® . Today winners must embrace new thinking. It’s much more than the 5 Ps. It’s an integrated mix of multi-sensory focus and actions.Product, People,Place, Price, Promotion, Points of distinction, Personality Performance Brands belong to the people. Your job is to be the best navigator possible with a clear mission. Engagement, experience and a social sensibility are not options; they are the driving means to business success.
  • What technology do you use? Set aside the tech. That’s the easy part.
  • Billboards – old fashioned. Update: connect with us on twitter.
  • Be More Connected: Social Media Marketing Strategies for Non-Profits

    1. 1. Julia Gorzka Twitter/JuliaGorzka Be More Connected! Social Media Marketing Strategies for Non-Profit Organizations
    2. 2. Top 3 Reasons Why Organizations Aren’t Using Social Media: <ul><li>I don’t have time. </li></ul><ul><li>I don’t know how to get started. </li></ul><ul><li>I started ____, but then I didn’t know what to do. </li></ul>
    3. 3. Top 3 Organizational Goals Most Often Heard: <ul><li>More money. </li></ul><ul><li>More volunteers. </li></ul><ul><li>Build community awareness </li></ul><ul><ul><li>a.k.a. “ Get the word out.” </li></ul></ul>
    4. 4. The #1 Reason Organizations Fail at Social Media? They don’t have a strategy.
    5. 5. Social Media Marketing allows you to network + build relationships in valuable new ways.
    6. 6. New Storytelling Tools
    7. 7. Marketing Mind Shift Sell Take Push Buy attention Control Talk Transaction Help, teach Give Attract Earn loyalty Let go Listen Experience
    8. 8. Start thinking like Storytellers What are you trying to do? <ul><li>More money. </li></ul><ul><li>To do what? </li></ul><ul><li>2. More volunteers. </li></ul><ul><li>To do what? </li></ul><ul><li>3. Build community awareness. </li></ul><ul><ul><li>To do what? </li></ul></ul>Be strategic!
    9. 9. Start thinking like Storytellers Who’s your Audience?
    10. 10. Start thinking like Storytellers What story will you tell?
    11. 11. Start thinking like Storytellers Where are you going to reach + connect with your fans? ***Don’t be afraid to ask them!
    12. 12. How can you connect with them? Get to know them - TweetUp!
    13. 13. What storytelling tools will you use?
    14. 14. Innovate & Collaborate: What do you need to accomplish?
    15. 15. How can they respond? How can they spread it? How can you make it easier for them to share the story? Start thinking like Storytellers What do you want listeners to do?
    16. 16. Who’s going to tell your story?
    17. 17. Virtual Ambassadors Find people passionate about you & get them involved
    18. 19. Let your fans know where they can connect with you! <ul><li>website </li></ul><ul><li>e-newsletter </li></ul><ul><li>brochures </li></ul><ul><li>e-mail signatures </li></ul><ul><li>billboards </li></ul>Add Social Links/Buttons/Invitations to all your communications:
    19. 20. Integrate traditional & new media
    20. 21. What’s your Story? #1 – What are you trying to do? #2 – Who is your audience? #3 – How can you connect with them? #4 – How & where can they hear the story? #5 – How do they respond? #6 – How can they spread it?
    21. 22. Julia Gorzka [email_address] (813) 690-2100 Twitter/JuliaGorzka LinkedIn/JuliaGorzka