No Stone Unturned: Marketing in a Complex,  Twitterific World Holly Hickman Up Tempo Marketing www.uptempomarketing.com [e...
<ul><li>Intro </li></ul><ul><li>Why are We Here? </li></ul><ul><li>Like-Minded Communities </li></ul><ul><li>A Circle of S...
About Me <ul><li>Arts consultant with a specialty  in classical music marketing </li></ul><ul><li>20 years’ experience―14 ...
Web Site Story: An Internet Musical http://www.youtube.com/watch?v=FtPb8g8Jl6I
Turning Over Stones: Discussion #1 Why does your organization want to engage in social media? What is your social media mi...
Catch the Cluetrain <ul><li>Markets are  conversations </li></ul><ul><li>Community members  communicate in language that  ...
Catch the Cluetrain  (continued) <ul><li>The human voice is unmistakably genuine —it can't be faked </li></ul><ul><li>The ...
Seth Godin’s  Tribes <ul><li>Permission  - deliver relevant  messages to people who  want to get them </li></ul><ul><li>Pe...
Seth Godin’s  Tribes  (continued) <ul><li>Tribes have a shared interest and a way to communicate </li></ul><ul><li>Create ...
Brand Movements <ul><li>Movements elevate and empower  people to  unite a community  around a common cause,  passion, comp...
Branding <ul><li>Your brand lives in the minds of your constituents, supporters or patrons </li></ul><ul><li>Marketing can...
Branding  (continued) <ul><li>Think  holistically  – the lines between online  and offline are blurring </li></ul><ul><li>...
Like-Minded Community <ul><li>It already exists – you have to  find it </li></ul><ul><li>Find the  super-users : highly ac...
Like-Minded Community  (continued) <ul><li>When people care enough, they can come  together and accomplish things of a sco...
Customer Evangelism <ul><li>Gather feedback </li></ul><ul><li>Share knowledge freely </li></ul><ul><li>Build word-of-mouth...
Turning Over Stones: Discussion #2 What do the members of your tribe care deeply about? What issues/concerns/beliefs bring...
Circle of Stones
Social Media Blogs Facebook Twitter YouTube Other
What is social media? <ul><li>Online tools that support: </li></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Op...
Communications Media vs. Social Media ~What’s Next in Media? by Neil Perkin
Social Media Steps <ul><li>Listen </li></ul><ul><li>Engage </li></ul><ul><li>Create Social Content </li></ul><ul><li>Gener...
Social Media Tips  <ul><li>“ Social media is a  commitment ,  </li></ul><ul><li>not a campaign.”  </li></ul><ul><li>~Joe J...
<ul><li>Constant connectivity  is a megatrend. “I am incessantly networked, but I think something's wrong with me. This ma...
<ul><li>Online relationships  complement offline  relationships – they  can’t replace them </li></ul>
<ul><li>Establish your “voice”–  aligned with your brand </li></ul><ul><li>Share different voices &  perspectives from you...
<ul><li>Don’t use Marketing  Speak – be  authentic ,  honest </li></ul><ul><li>Sharing, not selling </li></ul>
<ul><li>Don’t be the kind of friend who  only calls when you need a  couch moved. </li></ul><ul><li>~Tweeted from Project ...
<ul><li>Use your online community like a  focus group  – gather opinions, encourage discussion, elicit ideas, test assumpt...
<ul><li>You’re a subject matter expert in ________ </li></ul><ul><li>Share your expertise! </li></ul>
<ul><li>Schedule  tweet-ups  with local  Twitter community & Facebook Fans (put real faces to the avatars) </li></ul>
<ul><li>Provide easy ways for people to share your information so they can post to Facebook,  retweet, email, embed </li><...
<ul><li>Use  search.twitter.com  and #hashtags  ( www.hashtag.org ) to listen, keep your  finger on the pulse & track tren...
<ul><li>Join the Nonprofits on Facebook Page for ideas/examples of how NPOs can use FB  more effectively & creatively http...
Online Communities <ul><li>Care2  – recruited 5,000 donors in 1 week – focused on causes that support healthy & green livi...
 
We Are Media Project <ul><li>We Are Media : Social Media Starter Kit for Nonprofits </li></ul><ul><li>People from NPOs int...
American Red Cross Social Media Strategy <ul><li>People talk online about the American Red Cross 400x per day (on avg.) – ...
Turning Over Stones: Discussion #3 <ul><li>Brainstorm 10 topics related to your mission  that you could blog about </li></...
Social Media for the Arts
Engaging Audiences <ul><li>Organizations have less control  over messages & marketing  </li></ul><ul><li>The power lies wi...
Engaging Audiences  (continued) <ul><li>Research helps to understand what  influences audience hearts and minds </li></ul>...
Twitter for the Arts <ul><li>Vote for encore </li></ul><ul><li>Survey audience in real-time </li></ul><ul><li>Live tweet e...
Social Media & Music <ul><li>Nashville Opera  – big board in lobby displayed  tweets with hashtag #Tosca during intermissi...
Social Media & Music  (continued) <ul><li>Seattle Opera  – Using kiosks in lobby, attendees can send e-postcards to friend...
Social Network Advertising <ul><li>BroadwaySpace.com  created their own  Ning social network (like San Fran Symphony’s), 1...
Fun with Social Media <ul><li>Arena Stage Theater  in  Washington, DC to hold  “The Amazing Race”-style  scavenger hunt </...
Add Real Value <ul><li>Baltimore Symphony  added a free membership to the Naxos Music Library (access to 25,000 recordings...
Get Others Involved <ul><li>Video diaries – give behind-the-scenes access,  consider finding a supporter/evangelist to do ...
Direct Mail
Drip Marketing <ul><li>Scheduled, consistent  messages after someone  touches your organization </li></ul>
The Churn Report <ul><li>90% of first-timers don’t  come back </li></ul><ul><li>“ There’s a hole in the bucket”  </li></ul...
The Churn Report  (continued) <ul><li>Create a seamless, social, end-to-end  experience </li></ul><ul><li>Examine all touc...
The Churn Report  (continued) <ul><li>Provide program info ahead of time,  repertoire, parking (no hassle access),  flexib...
The Churn Report  (continued) <ul><li>Patrons who come to 2+ concerts are  5 to 10x more likely to become a subscriber  an...
Shared Databases aka “community cooperative database initiatives” <ul><li>Denver SCFD Database – request filtered lists an...
Turning Over Stones: Discussion #4 <ul><li>Does your organization suffer from a  high churn rate? </li></ul><ul><li>What s...
Web/ E-mail Campaigns
Seth Godin’s Web Site Questions <ul><li>Who are you trying to reach? </li></ul><ul><li>What outcomes will occur? </li></ul...
Web Site Tips <ul><li>Include an easy to find contact link, e-mail  address and/or phone number on every page  of your sit...
Web Site Tips  (continued) <ul><li>Add RSS Feeds so people can subscribe to content (Feedforall.com and others) </li></ul>...
Give (Some) Control to Others <ul><li>Allow your Web site content  to be updated by multiple  people – content  management...
Power of Email <ul><li>Every email list member is a prospective  activist, volunteer, donor and/or sneezer –  someone who ...
Online Fundraising
Online Fundraising <ul><li>Ask for small donations &  large ones  </li></ul><ul><li>Be  transparent </li></ul><ul><li>Make...
Online Fundraising  (continued) <ul><li>Barack Obama Campaign – 82% of funds raised online, 50% of donations less than $25...
Online Fundraising  (continued) <ul><li>Costs $.07 to raise $1 online </li></ul><ul><li>Costs $.20 to raise $1 through gra...
Online Giving Trends <ul><li>Responding to direct mail is intimately tied to  bill-paying - and as bill-paying shifts to o...
Online Giving Trends  (continued) <ul><li>35-42% of online giving happens in Nov. and Dec. each year </li></ul><ul><li>Ave...
Print/ e-brochures
Brochures <ul><li>Create print & interactive  versions </li></ul><ul><li>Issuu.com </li></ul><ul><li>London Symphony’s dig...
6 Guidelines for Messages <ul><li>Simple – get to the core </li></ul><ul><li>Unexpected – generate interest & curiosity </...
Turning Over Stones: Discussion #5 <ul><li>If you created a print/electronic brochure,  what could you include as multimed...
Videos/ Podcasts/ Mobile/ Live Streaming
San Francisco Opera <ul><li>23,000 people attended free live simulcast of  opera at Giants baseball stadium </li></ul><ul>...
Videos Going Viral –  Awareness Test   http://www.youtube.com/watch?v=oSQJP40PcGI
Mayo Clinic <ul><li>Bloggers from across org </li></ul><ul><li>Video profiles of patients & staff </li></ul><ul><li>Intera...
Videos Going Viral- Mayo Clinic   http://www.youtube.com/watch?v=RI-l0tK8Ok0
iPhone Apps <ul><li>Symphonies/Festivals -Concert schedule -Video and audio podcasts -Program notes -Listen before you go ...
iPhone Apps  (continued) <ul><li>Salvation Army -Download Christmas music  -iPhone app fee donated  </li></ul><ul><li>Amer...
Museum iPhone apps <ul><li>Calendar of events </li></ul><ul><li>Multimedia tours </li></ul><ul><li>Ask about favorites, th...
Turning Over Stones: Discussion #6 <ul><li>Brainstorm an iPhone app  for your organization  </li></ul><ul><li>How could pe...
Public Relations
<ul><li>“ [It’s] as if The Associated Press or Reuters had millions of reporters, many of them experts, all working with n...
Online PR <ul><li>PitchEngine  – online multimedia press releases you can share via email or other social media sites - fr...
TV/ Radio
Town Hall Meeting on TV <ul><li>St. Louis Symphony has live cable TV broadcast of  Town Hall meetings from the stage </li>...
Social Media and Radio <ul><li>Online radio stations like  Pandora.com -Create your own programming -Share, interact, reco...
Bringing it Together
Evaluating Loyalty <ul><li>Look at each supporter’s integrated activities –  purchasing, donating and volunteering </li></...
Turning Over Stones: Discussion #7 <ul><li>How might you communicate with Advocates,  Buyers and Tryers differently? </li>...
Importance of Integration <ul><li>“ You can have the greatest social web  presence ever, but if people follow it back  to ...
A Holistic Look at Social Media  <ul><li>Cross promotion of URLs and calls-to-action  </li></ul><ul><li>“ Connect on Faceb...
Turning Over Stones: Discussion #8 <ul><li>Brainstorm an integrated campaign  where you would use print/direct mail, Web s...
Supporting Material
Social Media Tools <ul><li>Facebook  – www.facebook.com </li></ul><ul><li>Twitter  – www.twitter.com </li></ul><ul><li>Lin...
A Look at  Tweetdeck
Googlicious <ul><li>Google Adwords – adwords.google.com </li></ul><ul><li>Google Analytics – www.google.com/analytics </li...
Google Grants <ul><li>Google Grants – free AdWords to select charitable organizations: science and technology, education, ...
Google Wave <ul><li>Chat, email, file sharing, event planning,  social media and document management tool –  ALL rolled in...
Facebook Widgets <ul><li>Share Web site content on FB </li></ul><ul><li>Fan Box </li></ul><ul><li>Page Badge </li></ul><ul...
Causes.com <ul><li>Leverage Facebook network </li></ul><ul><li>Raise money directly for any 501(c)(3) nonprofit </li></ul>...
Ways to Save $ <ul><li>Web printers: OvernightPrints.com –  take advantage of special offers </li></ul><ul><li>High-volume...
Recommended Reads <ul><li>Seth Godin - Purple Cow :  Transform Your Business by Being Remarkable - Tribes :  We Need You T...
Appendix: Web Sites <ul><li>Churn Report:  http://www.americanorchestras.org/knowledge_research_and_innovation/churn_prese...
Appendix: Web Sites <ul><li>Seth Godin’s Blog:  http://sethgodin.typepad.com/ </li></ul><ul><li>Beth Kanter’s Blog:  http:...
Appendix: Web Sites <ul><li>www.issuu.com </li></ul><ul><li>http://lso.co.uk </li></ul><ul><li>Red Cross Social Media Hand...
Appendix: Web Sites <ul><li>Facebook Widgets:  http://www.facebook.com/facebook-widgets/ </li></ul><ul><li>Nearby Tweets: ...
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No Stone Unturned: Marketing in a Complex, Twitterific World

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Workshop for the Phoenix Arts & Business Council, Nov. 12, 2009

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No Stone Unturned: Marketing in a Complex, Twitterific World

  1. 1. No Stone Unturned: Marketing in a Complex, Twitterific World Holly Hickman Up Tempo Marketing www.uptempomarketing.com [email_address] Twitter: @hollychickman Download at www.slideshare.net/hollychickman
  2. 2. <ul><li>Intro </li></ul><ul><li>Why are We Here? </li></ul><ul><li>Like-Minded Communities </li></ul><ul><li>A Circle of Stones </li></ul><ul><li>Turning Over Stones </li></ul><ul><li>Overview of Tools & Resources </li></ul><ul><li>Q&A </li></ul>
  3. 3. About Me <ul><li>Arts consultant with a specialty in classical music marketing </li></ul><ul><li>20 years’ experience―14 years in high-tech; 6 years in the arts </li></ul><ul><li>Diverse nonprofit background: marketing, board member, fundraising events </li></ul>
  4. 4. Web Site Story: An Internet Musical http://www.youtube.com/watch?v=FtPb8g8Jl6I
  5. 5. Turning Over Stones: Discussion #1 Why does your organization want to engage in social media? What is your social media mission? What do you hope to achieve?
  6. 6. Catch the Cluetrain <ul><li>Markets are conversations </li></ul><ul><li>Community members communicate in language that is natural, open, honest, direct, funny </li></ul><ul><li>Companies need to get out of the way so intranetworked employees can converse directly with internetworked markets </li></ul>
  7. 7. Catch the Cluetrain (continued) <ul><li>The human voice is unmistakably genuine —it can't be faked </li></ul><ul><li>The current homogenized “voice” of business—the sound of mission statements & brochures—will seem as contrived & artificial as the language of the 18 th century French court </li></ul><ul><li>~Cluetrain Manifesto </li></ul>
  8. 8. Seth Godin’s Tribes <ul><li>Permission - deliver relevant messages to people who want to get them </li></ul><ul><li>People want the ability to connect to each other , not to companies </li></ul><ul><li>Change happens when people are connected to each other, to a leader and to an idea </li></ul>
  9. 9. Seth Godin’s Tribes (continued) <ul><li>Tribes have a shared interest and a way to communicate </li></ul><ul><li>Create a tighter tribe - look at depth of commitment and interaction of true fans </li></ul><ul><li>A movement consists of a story, a connection between the tribe and the leader, and something that needs to be done </li></ul>
  10. 10. Brand Movements <ul><li>Movements elevate and empower people to unite a community around a common cause, passion, company, brand or organization </li></ul><ul><li>Movements live online & offline </li></ul><ul><li>90% of word of mouth happens face-to-face and voice-to-voice ~Brains on Fire </li></ul>
  11. 11. Branding <ul><li>Your brand lives in the minds of your constituents, supporters or patrons </li></ul><ul><li>Marketing can develop brand strategy – but everyone in the organization executes on it </li></ul><ul><li>Who represents you on the “front lines”? </li></ul><ul><li>It’s the little things </li></ul>
  12. 12. Branding (continued) <ul><li>Think holistically – the lines between online and offline are blurring </li></ul><ul><li>Focus on interactions – customers seek each other out when making decisions </li></ul><ul><li>Brands now lack credibility in social media – build trust, use authentic language </li></ul><ul><li>~Razorfish “Fluent: Social Influence Marketing Report” </li></ul>
  13. 13. Like-Minded Community <ul><li>It already exists – you have to find it </li></ul><ul><li>Find the super-users : highly active, high authority </li></ul><ul><li>Know who they are & how they work </li></ul><ul><li>Create tools and content to help THEM communicate ~What’s Next in Media? by Neil Perkin </li></ul>From What’s Next in Media? By Neil Perkin
  14. 14. Like-Minded Community (continued) <ul><li>When people care enough, they can come together and accomplish things of a scope and a longevity that were previously impossible; they can do big things for love. ~Clay Shirky, Here Comes Everybody </li></ul>
  15. 15. Customer Evangelism <ul><li>Gather feedback </li></ul><ul><li>Share knowledge freely </li></ul><ul><li>Build word-of-mouth networks </li></ul><ul><li>Encourage communities to meet & share </li></ul><ul><li>Make bite-size chunks </li></ul><ul><li>Focus on making the world better </li></ul><ul><ul><li>~from Creating Customer Evangelists </li></ul></ul>
  16. 16. Turning Over Stones: Discussion #2 What do the members of your tribe care deeply about? What issues/concerns/beliefs bring your like-minded community members together?
  17. 17. Circle of Stones
  18. 18. Social Media Blogs Facebook Twitter YouTube Other
  19. 19. What is social media? <ul><li>Online tools that support: </li></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Openness (no barriers) </li></ul></ul><ul><ul><li>Conversation (two-way) </li></ul></ul><ul><ul><li>Community (common interest) </li></ul></ul><ul><ul><li>Connectedness (sharing) </li></ul></ul><ul><ul><li>~from “What is Social Media?” e-book </li></ul></ul>
  20. 20. Communications Media vs. Social Media ~What’s Next in Media? by Neil Perkin
  21. 21. Social Media Steps <ul><li>Listen </li></ul><ul><li>Engage </li></ul><ul><li>Create Social Content </li></ul><ul><li>Generate Buzz </li></ul><ul><li>Build Community </li></ul><ul><li>Link all of this to offline activity – behavior change </li></ul><ul><li>~from Beth Kanter, Social Media Principles for Performing Arts </li></ul>
  22. 22. Social Media Tips <ul><li>“ Social media is a commitment , </li></ul><ul><li>not a campaign.” </li></ul><ul><li>~Joe Jaffe </li></ul>
  23. 23. <ul><li>Constant connectivity is a megatrend. “I am incessantly networked, but I think something's wrong with me. This massive new wave of population (the Millennial Generation) has no such hang-ups.” ~Adam Kleinberg, 5 Marketing Megatrends </li></ul>
  24. 24. <ul><li>Online relationships complement offline relationships – they can’t replace them </li></ul>
  25. 25. <ul><li>Establish your “voice”– aligned with your brand </li></ul><ul><li>Share different voices & perspectives from your org, not just marketing’s </li></ul>
  26. 26. <ul><li>Don’t use Marketing Speak – be authentic , honest </li></ul><ul><li>Sharing, not selling </li></ul>
  27. 27. <ul><li>Don’t be the kind of friend who only calls when you need a couch moved. </li></ul><ul><li>~Tweeted from Project Audience </li></ul>
  28. 28. <ul><li>Use your online community like a focus group – gather opinions, encourage discussion, elicit ideas, test assumptions </li></ul>
  29. 29. <ul><li>You’re a subject matter expert in ________ </li></ul><ul><li>Share your expertise! </li></ul>
  30. 30. <ul><li>Schedule tweet-ups with local Twitter community & Facebook Fans (put real faces to the avatars) </li></ul>
  31. 31. <ul><li>Provide easy ways for people to share your information so they can post to Facebook, retweet, email, embed </li></ul><ul><li>AddThis/ShareThis </li></ul>
  32. 32. <ul><li>Use search.twitter.com and #hashtags ( www.hashtag.org ) to listen, keep your finger on the pulse & track trends </li></ul><ul><li>Use bit.ly to shorten URLs and then track click-throughs/response </li></ul>
  33. 33. <ul><li>Join the Nonprofits on Facebook Page for ideas/examples of how NPOs can use FB more effectively & creatively http://www.facebook.com/nonprofits </li></ul>
  34. 34. Online Communities <ul><li>Care2 – recruited 5,000 donors in 1 week – focused on causes that support healthy & green living </li></ul><ul><li>San Francisco Symphony – Kicked off this summer, now has 1,400 members </li></ul>
  35. 36. We Are Media Project <ul><li>We Are Media : Social Media Starter Kit for Nonprofits </li></ul><ul><li>People from NPOs interested in learning how social media can help them create, compile and distribute their stories and change the world </li></ul>
  36. 37. American Red Cross Social Media Strategy <ul><li>People talk online about the American Red Cross 400x per day (on avg.) – the Red Cross listens to every conversation </li></ul><ul><li>Respond – handle customer service problems, thank donors, encourage people who are passionate about mission </li></ul><ul><li>Create an email update each day with the most relevant mentions </li></ul>
  37. 38. Turning Over Stones: Discussion #3 <ul><li>Brainstorm 10 topics related to your mission that you could blog about </li></ul><ul><li>How could you inspire interaction/dialogue around these topics? </li></ul>
  38. 39. Social Media for the Arts
  39. 40. Engaging Audiences <ul><li>Organizations have less control over messages & marketing </li></ul><ul><li>The power lies with groups of people with similar interests who choose to gather together </li></ul><ul><li>Who creates, curates, produces, critiques and controls the message? ~Wallace Foundation report </li></ul>
  40. 41. Engaging Audiences (continued) <ul><li>Research helps to understand what influences audience hearts and minds </li></ul><ul><li>Relationship-based marketing – influencers vs. responders </li></ul><ul><li>The “expert” voice is losing power </li></ul>
  41. 42. Twitter for the Arts <ul><li>Vote for encore </li></ul><ul><li>Survey audience in real-time </li></ul><ul><li>Live tweet events </li></ul><ul><li>Tweet in character (“Next to Normal,” a Broadway show did this - developed 800,000 followers & won advertising award) </li></ul><ul><li>Contests/giveaways </li></ul>
  42. 43. Social Media & Music <ul><li>Nashville Opera – big board in lobby displayed tweets with hashtag #Tosca during intermission, encouraged attendees to tweet their opinions </li></ul><ul><li>National Symphony Orchestra – tweeted real-time program notes for Beethoven symphony during outdoor Wolf Trap performance </li></ul>
  43. 44. Social Media & Music (continued) <ul><li>Seattle Opera – Using kiosks in lobby, attendees can send e-postcards to friends or post info on FB </li></ul><ul><li>Royal Opera House (London) - presented The Twitter Opera w/ a libretto composed entirely of tweets, set to familiar opera tunes </li></ul>
  44. 45. Social Network Advertising <ul><li>BroadwaySpace.com created their own Ning social network (like San Fran Symphony’s), 11,000+ members </li></ul><ul><li>Recruited Broadway stars and loyalists to join </li></ul><ul><li>Sell media space to advertisers who want to reach this target audience </li></ul>
  45. 46. Fun with Social Media <ul><li>Arena Stage Theater in Washington, DC to hold “The Amazing Race”-style scavenger hunt </li></ul><ul><li>Teams race across the city, finding clues & meeting characters </li></ul><ul><li>All info & clues to be released via Facebook & Twitter only </li></ul>
  46. 47. Add Real Value <ul><li>Baltimore Symphony added a free membership to the Naxos Music Library (access to 25,000 recordings) as a new subscriber benefit – a $300 value </li></ul><ul><li>Created a Naxos playlist with all of the season’s music in one place </li></ul>
  47. 48. Get Others Involved <ul><li>Video diaries – give behind-the-scenes access, consider finding a supporter/evangelist to do this rather than internal staff </li></ul><ul><li>Recruit local bloggers to attend events – ask them to blog about their experience </li></ul><ul><li>Find local tweeters and invite them to attend events then live tweet ( nearbytweets.com and www.monitter.com ) </li></ul>
  48. 49. Direct Mail
  49. 50. Drip Marketing <ul><li>Scheduled, consistent messages after someone touches your organization </li></ul>
  50. 51. The Churn Report <ul><li>90% of first-timers don’t come back </li></ul><ul><li>“ There’s a hole in the bucket” </li></ul><ul><li>Need to identify these patrons and communicate directly with them – focused engagement </li></ul>
  51. 52. The Churn Report (continued) <ul><li>Create a seamless, social, end-to-end experience </li></ul><ul><li>Examine all touchpoints </li></ul><ul><li>Make killer offers – test them </li></ul><ul><li>Don’t ‘hard sell’ too early </li></ul>
  52. 53. The Churn Report (continued) <ul><li>Provide program info ahead of time, repertoire, parking (no hassle access), flexible exchanges, social experience </li></ul><ul><li>Survey after event, offer incentive </li></ul><ul><li>Price discounts the most powerful incentive - 50% off most effective </li></ul>
  53. 54. The Churn Report (continued) <ul><li>Patrons who come to 2+ concerts are 5 to 10x more likely to become a subscriber and/or a donor in the coming year than patrons who only come to 1 concert </li></ul>
  54. 55. Shared Databases aka “community cooperative database initiatives” <ul><li>Denver SCFD Database – request filtered lists and obtain one-time-use permission </li></ul><ul><li>Also similar community marketing DBs in Philadelphia and Houston </li></ul><ul><li>Bay Area’s Big List (112 orgs/500,000 names) – a single, shared audience database collected from arts organizations </li></ul>
  55. 56. Turning Over Stones: Discussion #4 <ul><li>Does your organization suffer from a high churn rate? </li></ul><ul><li>What strategies could you implement to reduce churn? </li></ul>
  56. 57. Web/ E-mail Campaigns
  57. 58. Seth Godin’s Web Site Questions <ul><li>Who are you trying to reach? </li></ul><ul><li>What outcomes will occur? </li></ul><ul><li>Are you earning permission to follow-up? </li></ul><ul><li>Do you want people to help spread the word with social media tools? </li></ul><ul><li>Are you helping members of your tribe connect to each other? </li></ul>
  58. 59. Web Site Tips <ul><li>Include an easy to find contact link, e-mail address and/or phone number on every page of your site </li></ul><ul><li>Use ALT tags for all images </li></ul><ul><li>Don’t embed important keywords in images </li></ul>
  59. 60. Web Site Tips (continued) <ul><li>Add RSS Feeds so people can subscribe to content (Feedforall.com and others) </li></ul><ul><li>AddThis/ShareThis buttons </li></ul><ul><li>Embed Flickr photos/slideshows (use org tag so community can share photos) </li></ul><ul><li>Links to all social media content </li></ul>
  60. 61. Give (Some) Control to Others <ul><li>Allow your Web site content to be updated by multiple people – content management system (CMS) or blogging platform </li></ul><ul><li>Shared ownership will help to keep it current, relevant </li></ul>
  61. 62. Power of Email <ul><li>Every email list member is a prospective activist, volunteer, donor and/or sneezer – someone who can help spread the word on your behalf (SeaChange Strategies) </li></ul><ul><li>Each email contact is worth $948 in revenue on average (MIT/IBM study) </li></ul>
  62. 63. Online Fundraising
  63. 64. Online Fundraising <ul><li>Ask for small donations & large ones </li></ul><ul><li>Be transparent </li></ul><ul><li>Make sure your parts match! Integrate direct mail, telemarketing & online efforts </li></ul>
  64. 65. Online Fundraising (continued) <ul><li>Barack Obama Campaign – 82% of funds raised online, 50% of donations less than $25 </li></ul><ul><li>Humane Society – Quiz to determine areas of interest, then direct to giving opportunity that aligns </li></ul><ul><li>Michigan’s Community Foundation Challenge – $4.9 million raised in 1 day for 75 arts & cultural orgs </li></ul><ul><li>GiveMN.org – “the destination for charitable giving in the state of Minnesota” </li></ul><ul><li>MyArtsCommunity.org </li></ul>
  65. 66. Online Fundraising (continued) <ul><li>Costs $.07 to raise $1 online </li></ul><ul><li>Costs $.20 to raise $1 through grant writing   </li></ul><ul><li>For every 1% of individual giving moved online, saves NPOs $10 million+ in fundraising expenses </li></ul><ul><li>Study: the more e-mail addresses you have on file, the more money you raise online. Build your list! </li></ul>
  66. 67. Online Giving Trends <ul><li>Responding to direct mail is intimately tied to bill-paying - and as bill-paying shifts to online, so will giving </li></ul><ul><li>Online giving is the dominant channel for acquiring new donors </li></ul><ul><li>Online giving is already dominant channel with emergency giving ~from SeaChange Strategies blog </li></ul>
  67. 68. Online Giving Trends (continued) <ul><li>35-42% of online giving happens in Nov. and Dec. each year </li></ul><ul><li>Average gift during final quarter of the year is significantly higher — $84.51, compared to the average of $67.47 for other three quarters </li></ul><ul><li>51% of wealthy donors prefer giving online </li></ul>
  68. 69. Print/ e-brochures
  69. 70. Brochures <ul><li>Create print & interactive versions </li></ul><ul><li>Issuu.com </li></ul><ul><li>London Symphony’s digital season brochure </li></ul><ul><li>Symphony magazine </li></ul>
  70. 71. 6 Guidelines for Messages <ul><li>Simple – get to the core </li></ul><ul><li>Unexpected – generate interest & curiosity </li></ul><ul><li>Concrete – make it real </li></ul><ul><li>Credible – use convincing details/stats </li></ul><ul><li>Emotional – appeal to the heart </li></ul><ul><li>Use Stories – inspiring stories are memorable </li></ul>
  71. 72. Turning Over Stones: Discussion #5 <ul><li>If you created a print/electronic brochure, what could you include as multimedia content for the interactive version? Brainstorm some ideas. </li></ul>
  72. 73. Videos/ Podcasts/ Mobile/ Live Streaming
  73. 74. San Francisco Opera <ul><li>23,000 people attended free live simulcast of opera at Giants baseball stadium </li></ul><ul><li>Targeted ages 25-44, part of strategy to change audience demographics </li></ul><ul><li>Captured contact info with Web signups – 8,600 households pre-registered, 5,300 new to database </li></ul>
  74. 75. Videos Going Viral – Awareness Test http://www.youtube.com/watch?v=oSQJP40PcGI
  75. 76. Mayo Clinic <ul><li>Bloggers from across org </li></ul><ul><li>Video profiles of patients & staff </li></ul><ul><li>Interactive companion to print materials </li></ul><ul><li>Sharing.mayoclinic.org – stories from patients, families, friends and staff </li></ul><ul><li>Way to find good stories to share w/ media outlets </li></ul><ul><li>Video goes viral (4.9 million views) </li></ul>
  76. 77. Videos Going Viral- Mayo Clinic http://www.youtube.com/watch?v=RI-l0tK8Ok0
  77. 78. iPhone Apps <ul><li>Symphonies/Festivals -Concert schedule -Video and audio podcasts -Program notes -Listen before you go -News and blogs -Buy tickets </li></ul>
  78. 79. iPhone Apps (continued) <ul><li>Salvation Army -Download Christmas music -iPhone app fee donated </li></ul><ul><li>American Red Cross -Emergency preparedness -CPR instructions -Donations </li></ul><ul><li>American Heart Assoc -Healthy living info -Recipes -Events </li></ul>
  79. 80. Museum iPhone apps <ul><li>Calendar of events </li></ul><ul><li>Multimedia tours </li></ul><ul><li>Ask about favorites, then give recommended works of art </li></ul><ul><li>Scavenger hunt </li></ul><ul><li>Visitor comments </li></ul><ul><li>Buy tickets in advance </li></ul>
  80. 81. Turning Over Stones: Discussion #6 <ul><li>Brainstorm an iPhone app for your organization </li></ul><ul><li>How could people interact with you via their smartphones? </li></ul>
  81. 82. Public Relations
  82. 83. <ul><li>“ [It’s] as if The Associated Press or Reuters had millions of reporters, many of them experts, all working with no salary for free newspapers that carried no advertising.&quot; </li></ul><ul><li>~BuzzMachine </li></ul>PR and Blogs
  83. 84. Online PR <ul><li>PitchEngine – online multimedia press releases you can share via email or other social media sites - free </li></ul><ul><li>PRWeb – Online press release submission and distribution service – published on news sites, indexed in search engines - $80+/release </li></ul><ul><li>Help a Reporter Out – helpareporter.com </li></ul>
  84. 85. TV/ Radio
  85. 86. Town Hall Meeting on TV <ul><li>St. Louis Symphony has live cable TV broadcast of Town Hall meetings from the stage </li></ul><ul><li>Announce season, short musical performances </li></ul><ul><li>Q&A from live audience and via e-mail </li></ul><ul><li>Viewable online after live broadcast </li></ul>
  86. 87. Social Media and Radio <ul><li>Online radio stations like Pandora.com -Create your own programming -Share, interact, recommend </li></ul><ul><li>National Public Radio has: -Facebook page with integrated podcast player -Multiple Twitter accounts -iTunes podcast downloads -Blogs -Open platform where listeners can create & manipulate content </li></ul>
  87. 88. Bringing it Together
  88. 89. Evaluating Loyalty <ul><li>Look at each supporter’s integrated activities – purchasing, donating and volunteering </li></ul><ul><li>Identify: Advocate, Buyer or Tryer </li></ul><ul><li>Design integrated campaigns directed towards these 3 different groups </li></ul>
  89. 90. Turning Over Stones: Discussion #7 <ul><li>How might you communicate with Advocates, Buyers and Tryers differently? </li></ul>
  90. 91. Importance of Integration <ul><li>“ You can have the greatest social web presence ever, but if people follow it back to your web site and can’t find what they need, it’s going to be a failed effort.” ~The Social Media Maze, InsideHigherEd.com </li></ul>
  91. 92. A Holistic Look at Social Media <ul><li>Cross promotion of URLs and calls-to-action </li></ul><ul><li>“ Connect on Facebook” and other SM content in print ads </li></ul><ul><li>Target online influencers for PR </li></ul><ul><li>Email campaigns include links to social media content </li></ul><ul><li>Home page presence (one study found that 42% of theaters on Twitter didn’t have Twitter linked from Web site) </li></ul>
  92. 93. Turning Over Stones: Discussion #8 <ul><li>Brainstorm an integrated campaign where you would use print/direct mail, Web site, e-mail, YouTube, Facebook, Twitter </li></ul><ul><li>How could this campaign be interactive, rather than one-way? </li></ul>
  93. 94. Supporting Material
  94. 95. Social Media Tools <ul><li>Facebook – www.facebook.com </li></ul><ul><li>Twitter – www.twitter.com </li></ul><ul><li>LinkedIn -www.linkedin.com </li></ul><ul><li>Hashtags.org -www.hashtags.org </li></ul><ul><li>YouTube -www.youtube.com </li></ul><ul><li>MeetUp -www.meetup.com </li></ul><ul><li>StumbleUpon -www.stumbleupon.com </li></ul><ul><li>InstantEncore -www.instantencore.com </li></ul><ul><li>iLike -www.ilike.com </li></ul><ul><li>Pandora -www.pandora.com </li></ul><ul><li>Evite -www.evite.com </li></ul><ul><li>Last.fm -www.last.fm </li></ul><ul><li>Yelp -www.yelp.com </li></ul><ul><li>FourSquare -foursquare.com </li></ul><ul><li>Plaxo -www.plaxo.com </li></ul><ul><li>Flickr -www.flickr.com </li></ul><ul><li>Wordpress -www.wordpress.com </li></ul><ul><li>Typepad -www.typepad.com </li></ul><ul><li>Moveable Type -www.moveabletype.com </li></ul><ul><li>Blogger -www.blogger.com </li></ul><ul><li>Squidoo -www.squidoo.com </li></ul><ul><li>Digg -www.digg.com </li></ul><ul><li>Del.icio.us -www.delicious.com </li></ul><ul><li>AddThis -www.addthis.com </li></ul><ul><li>ShareThis -www.sharethis.com </li></ul><ul><li>Technorati -www.technorati.com </li></ul><ul><li>TweetDeck -www.tweetdeck.com </li></ul><ul><li>Twitalyzer -www.twitalyzer.com </li></ul><ul><li>12Seconds -12seconds.tv </li></ul>
  95. 96. A Look at Tweetdeck
  96. 97. Googlicious <ul><li>Google Adwords – adwords.google.com </li></ul><ul><li>Google Analytics – www.google.com/analytics </li></ul><ul><li>Google Alerts – www.google.com/alerts </li></ul><ul><li>Google Blog Search – blogsearch.google.com </li></ul><ul><li>Google Reader – www.google.com/reader </li></ul><ul><li>Google Trends – www.google.com/trends </li></ul><ul><li>Google Insights for Search – www.google.com/insights/search </li></ul><ul><li>Google Keyword Tool – www.google.com/sktool </li></ul><ul><li>Google Webmaster Tools – www.google.com/webmasters </li></ul><ul><li>Google Grants – www.google.com/grants </li></ul><ul><li>Google Wave – http://wave.google.com (in beta) </li></ul><ul><li>Google Social Search (coming soon) </li></ul><ul><li>Google Twitter Search integration (coming soon) </li></ul>
  97. 98. Google Grants <ul><li>Google Grants – free AdWords to select charitable organizations: science and technology, education, global public health, the environment, youth advocacy and the arts </li></ul>
  98. 99. Google Wave <ul><li>Chat, email, file sharing, event planning, social media and document management tool – ALL rolled into one </li></ul><ul><li>Real-time document collaboration </li></ul><ul><li>Include board/committee members in a ‘Google Wave’ – edit documents or meeting notes in real-time </li></ul>
  99. 100. Facebook Widgets <ul><li>Share Web site content on FB </li></ul><ul><li>Fan Box </li></ul><ul><li>Page Badge </li></ul><ul><li>Twitter Link – automatically post FB updates to Twitter (or vice versa) </li></ul><ul><li>Facebook Connect – free for developers </li></ul>
  100. 101. Causes.com <ul><li>Leverage Facebook network </li></ul><ul><li>Raise money directly for any 501(c)(3) nonprofit </li></ul><ul><li>Started by an “activist” constituent </li></ul><ul><li>Provide a public scorecard – reward people who grow your cause </li></ul>
  101. 102. Ways to Save $ <ul><li>Web printers: OvernightPrints.com – take advantage of special offers </li></ul><ul><li>High-volume printers </li></ul><ul><li>ConstantContact.com ($20+/mo. depending on email list size) - VerticalResponse.com offers 10,000 emails per month FREE to nonprofits </li></ul><ul><li>Web Hosting: GoDaddy.com (less than $100/yr) </li></ul>
  102. 103. Recommended Reads <ul><li>Seth Godin - Purple Cow : Transform Your Business by Being Remarkable - Tribes : We Need You To Lead Us </li></ul><ul><li>Michael Kaiser’s The Art of the Turnaround : Creating and Maintaining Healthy Arts Organizations </li></ul><ul><li>Chip & Dan Heath - Made to Stick : Why Some Ideas Survive and Others Die </li></ul><ul><li>Malcolm Gladwell’s The Tipping Point </li></ul><ul><li>David Meerman Scott’s The New Rules of Marketing and PR : How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly </li></ul><ul><li>Patricia Martin’s RenGen (Renaissance Generation) : The Rise of the Cultural Consumer – and What It Means to Your Business </li></ul>
  103. 104. Appendix: Web Sites <ul><li>Churn Report: http://www.americanorchestras.org/knowledge_research_and_innovation/churn_presentation.html </li></ul><ul><li>Creating Customer Evangelists: http://creatingcustomerevangelists.com/ </li></ul><ul><li>We Are Media Project: http://www.wearemedia.org/ </li></ul><ul><li>Conversation Prism: http://www.flickr.com/photos/briansolis/2735401175/sizes/l/ </li></ul><ul><li>Project Audience: http://www.projectaudience.org </li></ul>
  104. 105. Appendix: Web Sites <ul><li>Seth Godin’s Blog: http://sethgodin.typepad.com/ </li></ul><ul><li>Beth Kanter’s Blog: http://beth.typepad.com/ </li></ul><ul><li>Made to Stick Blog: http://www.madetostick.com/blog/ </li></ul><ul><li>Wallace Foundation (Engaging Audiences report): http://www.wallacefoundation.org </li></ul><ul><li>Care2: www.care2.com </li></ul><ul><li>San Francisco Symphony: http://community.sfsymphony.org/ </li></ul><ul><li>www.GiveMN.org </li></ul><ul><li>www.myartscommunity.org </li></ul><ul><li>www.causes.com </li></ul><ul><li>sharing.mayoclinic.org </li></ul><ul><li>http://www1.networkforgood.org/ </li></ul>
  105. 106. Appendix: Web Sites <ul><li>www.issuu.com </li></ul><ul><li>http://lso.co.uk </li></ul><ul><li>Red Cross Social Media Handbook: http://sites.google.com/site/wharman/social-media-strategy-handbook </li></ul><ul><li>http://bit.ly </li></ul><ul><li>Search.twitter.com </li></ul><ul><li>Razorfish’s “Fluent: Social Influence Marketing Report”: http://fluent.razorfish.com/publication/?m=6540&l=1 </li></ul><ul><li>iCrossing e-book: What is Social Media? http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Media_iCrossing_ebook.pdf </li></ul><ul><li>www.pitchengine.com </li></ul><ul><li>www.prweb.com </li></ul>
  106. 107. Appendix: Web Sites <ul><li>Facebook Widgets: http://www.facebook.com/facebook-widgets/ </li></ul><ul><li>Nearby Tweets: nearbytweets.com </li></ul><ul><li>ClueTrain Manifesto: http://cluetrain.com/ </li></ul><ul><li>Monitter: www.monitter.com </li></ul><ul><li>CoTweets: http://cotweet.com </li></ul>
  107. 108. Any Questions?

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