"Sharing Your Social, the Four P's and ABC's of Social Media" - Association of Fundraising Professionals

Tara Mahady Aleuro Kelley-sue LeBlanc

On Twitter Follow @TMahady On Twitter Follow @Aleuro On Twitter Follow @KSL
Find Tara on LinkedIn, Google Find AleuroSolutions on Facebook Find Kelley on LinkedIn, Google
Profiles and Facebook too. Profiles, MySpace, Plaxo, and
Facebook too.

Social Media
for the Social Sector II

AleuroSolutions

www.aleuronpo.com
www.aleurosolutions.com
www.aleuromedia.com

An Analogy

1313 Mockingbird Lane = www.yourwebsite.org

KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

An Analogy
MySpace,
Facebook
YouTube

LinkedIn Twitter


Four P’s

• Plan
• Policy
• Privacy
• Participate


ABC’s of Planning

• Assess - Research & Evaluate
• Blueprint - Deﬁne & Plan
• Cultivate - Educate, Participate, Iterate


snap shot from the web
http://sites.google.com/site/wharman/social-media-strategy-handbook


Let’s Explore Some of the
More Common Goals


Marketing Goals

• Marketing - Social Media is not
inherently marketing or advertising,
but it can help to achieve Marketing
and Communication goals. It should be
considered as part of the overarching
integrated Marketing &
Communications Plan & Strategy.


The Evolution of Marketing

Social Media


Relationship Goals
• Community Development - Social Media
is, in its truest form, about people and
their relationship with each other. A
social network is a collection of people
with common goals or similar interests.
Your constituency is a social network and
social media can facilitate the exchange
of ideas and build stronger relationships.


Awareness Goals
• Thought Leadership - Social Media
provides tools that enable even the
smallest voice to reach a wide audience.
Demonstrating knowledge of your
domain can be achieved by dynamically
linking your content to a collection of
content you curate on behalf of your
community or network.


Fundraising Goals
• Fundraising - Social Media is NOT
another mailing list or call sheet and it is
NOT another donate now button. When
used properly it can, however, augment
your fundraising efforts by weaving
together the access and interaction of
online communications and calls to
action.


Service Goals

• Service - Social Media platforms can
enable your organization to provide
enhanced services, education, and
programming through digital content
and dynamic networking.


Let’s take a look at how
some organizations are
using Social Media to
achieve these goals.


Social Media Marketing

• Fan pages
• Advertising
• Event Promotion/Ticket Sales
• Recruitment


NHPR


http://www.nhpr.org/


http://www.facebook.com/nhpublicradio


http://twitter.com/nhpr


http://search.twitter.com


http://www.ﬂickr.com/photos/nhpr/


Music Hall


http://www.themusichall.org/


http://www.themusichall.org/now/


http://twitter.com/MusicHall


http://www.facebook.com/musichall


Community Development

• Groups and networking
• Conversation - Relationship building
• Video and audio content
• Mentoring


Humane Society


http://www.humanesociety.org/


http://twitter.com/HumaneSociety/


http://www.facebook.com/humanesociety


Thought Leadership

• Blogs, Micro Blogs
• Podcasts, Vlogs
• Curating Content
• Public Proﬁles


Institute for Sustainable
Communities


http://www.iscvt.org/


http://twitter.com/SustainableComm


http://www.facebook.com/SustainableComm


Fundraising

• Cause Marketing
• Event-driven calls to action
• Digital gaming
• Mobile Marketing


American Red Cross


http://www.redcross.org/


http://www.facebook.com/redcross


http://twitter.com/shipmanredcross


Service

• Open/Closed networks
• Online webinars
• Discussion groups
• Alerts


American Public Health
Association


http://www.apha.org/


http://www.gsil.org/


Measures

• Proﬁts (Yes, I said proﬁt)
• Membership/Retention
• Search & Web Metrics
• Engagement


Engagement

• Measuring the amount and impact of
interaction
• Measuring how much & what has been
shared
• Identifying your key inﬂuencers


AleuroSolutions
AleuroSolutions

http://www.aleuronpo.com

www.aleurosolutions.com

www.aleuromedia.com

Tara Mahady Aleuro Kelley-sue LeBlanc

On Twitter Follow @TMahady On Twitter Follow @Aleuro On Twitter Follow @KSL
Find Tara on LinkedIn, Google Find AleuroSolutions on Facebook Find Kelley on LinkedIn, Google
Profiles and Facebook too. Profiles, MySpace, Plaxo, and
Facebook too.

"Sharing Your Social, the Four P's and ABC's of Social Media" - Association of Fundraising Professionals

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"Sharing Your Social, the Four P's and ABC's of Social Media" - Association of Fundraising Professionals