Building strategically

313 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
313
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Building strategically

  1. 1. Building Strategically From Idea to Execution: Ideas that work with any organization
  2. 2. Overview <ul><li>Viral Marketing Challenge </li></ul><ul><li>The Basics </li></ul><ul><li>Choosing Your Champion </li></ul><ul><li>Building Your Strategy </li></ul><ul><li>Cross Promotion </li></ul><ul><li>Promotion Campaigns </li></ul><ul><li>Social Media at Your Organization </li></ul>
  3. 3. Viral Marketing Challenge <ul><li>What does viral look like? </li></ul><ul><ul><li>Digg Swarm </li></ul></ul><ul><li>Accidental vs. Intentional </li></ul><ul><ul><li>Farmville , Lil’ Green Patch </li></ul></ul><ul><ul><li>Mento’s & Diet Pepsi </li></ul></ul><ul><li>The tail wags the dog </li></ul><ul><ul><li>Responding when things work </li></ul></ul><ul><ul><li>Challenge of traditional “strategies” </li></ul></ul>
  4. 4. The Basics <ul><li>Consistency </li></ul><ul><li>Two-way communication </li></ul><ul><ul><li>E-newsletter vs. blogging </li></ul></ul><ul><li>Not an also but an and </li></ul><ul><ul><li>Integrate with existing fundraising & marketing </li></ul></ul><ul><li>Reusing other stuff </li></ul><ul><li>Learn as you go </li></ul>
  5. 5. Choosing Your Champion <ul><li>Find someone who is excited about it (even if they don’t know what they’re doing) </li></ul><ul><li>Build excitement </li></ul><ul><li>Make time for this and put it in their job description </li></ul><ul><li>You want someone who likes talking to people </li></ul><ul><ul><li>Not who you might think </li></ul></ul><ul><ul><li>Does not have to be a computer whiz </li></ul></ul>
  6. 6. Building Your Strategy <ul><li>Choose your tool(s) and champions </li></ul><ul><li>Set realistic expectations </li></ul><ul><li>Blogging, Hub, Regular Posting </li></ul><ul><li>Campaigns or Communications </li></ul><ul><li>What work have you already done </li></ul><ul><ul><li>Event program, proposals, other departments </li></ul></ul><ul><li>Consistency </li></ul>
  7. 7. Blogging: Length and Duration <ul><li>5 posts on homepage </li></ul><ul><ul><li>Nobody likes scrolling </li></ul></ul><ul><ul><li>Advise against summary posts </li></ul></ul><ul><li>300 words or less </li></ul><ul><ul><li>No less that 100 </li></ul></ul><ul><li>One idea at a time </li></ul>
  8. 8. Cross Promotion <ul><li>Your Blog’s RSS Feed </li></ul><ul><li>Community Collaboration </li></ul><ul><li>Twitterfeed </li></ul><ul><ul><li>Regular Posts </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><li>Linking to Facebook </li></ul><ul><ul><li>Tweets to Status </li></ul></ul><ul><ul><li>Blognetwork Application </li></ul></ul>
  9. 9. Other Websites <ul><li>Reposting your articles </li></ul><ul><ul><li>Digg , Stumble </li></ul></ul><ul><ul><li>Sphinn , Reddit , Mixx </li></ul></ul><ul><li>Squidoo </li></ul><ul><li>Communities </li></ul><ul><ul><li>Razoo </li></ul></ul><ul><ul><li>Social Actions </li></ul></ul><ul><ul><li>Other Ning Sites </li></ul></ul>
  10. 10. Promotion Campaigns <ul><li>Budget or Probono </li></ul><ul><li>Blog-centric Strategy </li></ul><ul><ul><li>Popular Recognized Blogs </li></ul></ul><ul><ul><li>Associates & Friend Blogs </li></ul></ul><ul><ul><li>Building the Relationship Blogs </li></ul></ul><ul><li>Have a Reason </li></ul><ul><li>Costs and ROI on paid advertising </li></ul>
  11. 11. Social Media at Your Organization <ul><li>Make SM an organizational priority </li></ul><ul><li>One tool at a time (unless you have a champion) </li></ul><ul><li>Don’t be the wall </li></ul><ul><li>Set Best Practices - beware of procedures </li></ul><ul><ul><li>Engagement not permission </li></ul></ul><ul><li>Don’t be afraid to try something new </li></ul>

×