AmEx Partners in Preservation Social Media 3-15-12 Webinar

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This is the first webinar for the American Express Partners in Preservation sites, focused on social media strategy, including an overview of useful best practices and resources.

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AmEx Partners in Preservation Social Media 3-15-12 Webinar

  1. 1. How to Excel in Online Contests:Recruit, Engage & Activate American Express Partners in Preservation March 15, 2012
  2. 2. 12 Cities. 14 Events.4 Countries. 5,000 Nonprofits.
  3. 3. We’re Here to Help Webinars•3/15: Online Contests•Week of 4/2: Cohorts–Strategy & AdditionalPlatforms & Tools
  4. 4. We’re Here to Help 1-on-1 Coaching•Create & Review Strategies•Weeks of 3/19 & 3/26•Weeks of 4/9 & 4/16•Week of 5/7
  5. 5. the PiP Contest•4/26 Rally: 40 SitesAnnounced•4/26 – 5/21: Voting•5/22: 3 Popular Vote WinnersAnnounced•1Vote per Day— 3 Ways toVote
  6. 6. Shifting Gears to You•Have you Started Working ona Marketing Plan for theCampaign?
  7. 7. Create an Integrated Marketing Plan•Objectives(Beyond Votes)•Audiences
  8. 8. Create an Integrated Marketing Plan•Strategies•Tactics•Timelines•Budgets
  9. 9. Create an Integrated Marketing Plan•Social Media: Facebook,Twitter, FourSquare, Blog
  10. 10. Create an Integrated Marketing Plan•Email/Newsletters•Search Engine Optimization
  11. 11. Create an Integrated Marketing Plan•Public Relations•Direct Mail•Partners•Events•Phone
  12. 12. Create an Integrated Marketing Plan•Forecast Time, Money,& People•Allocate Responsibilities
  13. 13. Create anEditorial Calendar
  14. 14. Create an Editorial Calendar•By Date& Time •Focus/Content •Media (Photos, Video) •Author •Platform
  15. 15. Use Scheduling Tools
  16. 16. RECRUIT: Identify Your Audience•History & Experience•Facebook Insights•Google Analytics•RowFeeder.com/reports
  17. 17. RECRUIT: Facebook•Invite People•Post Photos & Videos•Create Events•Facebook Ads
  18. 18. RECRUIT: Twitter•Low Hanging Fruit•Post Regularly•RT Often & Liberally•Following Others•Create a Hashtag•Participate In #ff
  19. 19. ENGAGE:Best Practices
  20. 20. ENGAGE:Ask Questions
  21. 21. ENGAGE: Timing is Everything•Morning: 8 – 9AM•Lunch: 12 – 1PM•End of Day: 4:30 – 6PM•Night: 9:30 – 11PM
  22. 22. ENGAGE:Become a Curator
  23. 23. ENGAGE:Recognize & Respond
  24. 24. ENGAGE:Tie In Live Events
  25. 25. ENGAGE Across Platforms•Facebook: Tagging, Polls•Twitter: Links, DMs, @s•Google+: Hangouts•FourSquare: Claim Your Site,Check Ins, Badges
  26. 26. ACTIVATE:Create Superfans
  27. 27. ACTIVATE:Identify Key Influencers & Donors•Rowfeeder•Facebook Fan Page Analytics Report•Twitter Follower Analytics Report
  28. 28. ACTIVATE:Identify Key Influencers & Donors•Engage & Interact With yourTop 10%
  29. 29. ACTIVATE:Identify Key Influencers & Donors•Celebrate Key Allies: Donors,Volunteers,& Milestones •Myriad Blogs& Posts
  30. 30. ACTIVATE:Identify Key Influencers & Donors•Engage Key Allies inPersonal Asks•Contests Work Well
  31. 31. ACTIVATE:ShareThis Widgets
  32. 32. ACTIVATE: Committees & Captains•Goals•Training•Materials
  33. 33. ACTIVATE: Public Relations•Media Relations•Blogger Outreach
  34. 34. ACTIVATE:Facilitate Storytelling
  35. 35. CASE STUDIES
  36. 36. ATLAS CORPS•Peace Corps for NonprofitLeaders•Won $400K in OnlineContests
  37. 37. ATLAS CORPS•$400K Total Budget•1,700 Facebook Fans•1,200 Twitter Followers•12,000 Mailing List
  38. 38. ATLAS CORPS: STRATEGY•Recruited 150 Captains•Created Leaderboards•Embraced Coopetition
  39. 39. Greater Boston – PiP 2009Popular Vote Winner: Paragon Carousel (1928)
  40. 40. RESOURCE REVIEW•www.facebook.com/nonprofits•www.google.com/nonprofits•www.bethkanter.org•www.nten.org
  41. 41. RESOURCE REVIEW•www.socialbrite.org•www.MediaBistro.com•www.SocialFresh.com
  42. 42. Your Action Plan•Create an IntegratedMarketing Plan•Create a Draft EditorialCalendar•Plan to Discuss Your UniqueStrategy
  43. 43. Thank You! Ritu@SM4NP.org @RituSharma1Darian@SM4NP.org @dheyman

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