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Harnessing Social Media
For a Cause:
How Non-Profits and Other Mission-
Driven Organizations Can Practice
Effective Relati...
About
Archer Web Solutions
• Over 20 years of in-the-trenches work in
Internet technology, business development, branding
...
Assumption:
Relationships are an
Organization’s Key Asset
Relationship Marketing
vs.
Broadcast Marketing
Relationship Marketing
+ Social Media
= Peanut Butter + Jelly
What Makes People
Choose a Relationship?
• Emotional Connection
• An Invitation to Engage
• Continuing Charismatic Content...
How DoYou Create
Emotional Connection?
• Tell Stories
• Talk About Individuals, Not (Just)
Numbers
• Be Real
• Be Personal...
How DoYou Invite People
to Engage Online?
• BeVisible in Community Spaces or in
Someone Else’s Online Space
• Interact Wit...
How DoYou Create
Continuing Charismatic
Content?
How DoYou Create Two-
Way Communication?
• Give Without Expectation
• Listen
• Respond (Quickly!)
• Reciprocate
How DoYou Nurture
Online Relationships?
• Tailor Tactics to the Space,Yet Be
Consistent
• Realize that people live in mult...
Ideas for Social Media
Engagement
Ideas for Social Media
Engagement
Intermediate:
• Start Blogging
• Push Same Status Update to Multiple Services
(Ping.fm, ...
Ideas for Social Media
Engagement
Advanced:
• InteractWith Social Media Every Day
• Create Channel-Specific Content
• Coll...
Take-away Points
• Relationships make a non-profit run
• Social media helps you create and nurture
relationships
• Invite ...
What AreYou Doing
With Social Media?
• What’s working?
• What’s not working?
• What do you want to try next?
• What would ...
Thank you!
For more information please visit
www.archerwebsolutions.com
Or email me at julia@archerwebsolutions.com
Linked...
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Harnessing Social Media for A Cause: How Non-Profits and Other Mission-Driven Organizations Can Practice Effective Relationship Marketing Online

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Successful non-profits and other mission-driven organizations realize that committed, long-term staff, donors and volunteers are worth their weight in gold--they are what keeps an organization afloat and help it to thrive in turbulent times. So how do you build, but more importantly, retain those relationships? “Relationship marketing,” a classic marketing concept, says that success comes from creating customer satisfaction and retention through personal, customized relationships, as opposed to “direct” or “broadcast” marketing, which uses the same generalized message to sell products to the masses. Relationship marketing is also the “secret sauce” behind the successful use of social media, especially for non-profits and other mission-minded organizations with a need to create an emotional connection between themselves and their audience(s).

In this workshop, you will learn why relationship marketing and social media go together like peanut butter and jelly, as we explore where and how to build relationships online.

We will cover:

-Relationship marketing vs. Broadcast marketing
-The strengths and weaknesses of playing in someone else’s community and/or building your own community
-Effective storytelling--getting clear on your message and your audience(s)
-How to integrate social media into organizational workflow
-What makes people choose a relationship
-The importance of making emotional connections with “friends” and “fans”, not just “customers” and “donors”
-How to invite people to engage online
-How to create charismatic content
-How to create two-way conversations
-How to nurture online relationships
-Beginner, Intermediate and Advanced ideas for social media engagement

Published in: Technology
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Harnessing Social Media for A Cause: How Non-Profits and Other Mission-Driven Organizations Can Practice Effective Relationship Marketing Online

  1. 1. Harnessing Social Media For a Cause: How Non-Profits and Other Mission- Driven Organizations Can Practice Effective Relationship Marketing Online A Presentation by Julia Dvorin, “Duchess of Direction” at Archer Web Solutions, LLC
  2. 2. About Archer Web Solutions • Over 20 years of in-the-trenches work in Internet technology, business development, branding and education • Our mission: to provide efficient, effective Internet solutions to help businesses and non-profits grow to the next level and “hit the target every time” • Specialists in content management systems and other technologies that empower “normal” users
  3. 3. Assumption: Relationships are an Organization’s Key Asset
  4. 4. Relationship Marketing vs. Broadcast Marketing
  5. 5. Relationship Marketing + Social Media = Peanut Butter + Jelly
  6. 6. What Makes People Choose a Relationship? • Emotional Connection • An Invitation to Engage • Continuing Charismatic Content • Two-way Communication
  7. 7. How DoYou Create Emotional Connection? • Tell Stories • Talk About Individuals, Not (Just) Numbers • Be Real • Be Personal • Be Relevant • Be Trustworthy
  8. 8. How DoYou Invite People to Engage Online? • BeVisible in Community Spaces or in Someone Else’s Online Space • Interact With Someone in a Giving Way • Invite Them toYour Website/Blog/Page/etc • BuildTrust and ProvideValue • OfferYour New Contact Engagement Options
  9. 9. How DoYou Create Continuing Charismatic Content?
  10. 10. How DoYou Create Two- Way Communication? • Give Without Expectation • Listen • Respond (Quickly!) • Reciprocate
  11. 11. How DoYou Nurture Online Relationships? • Tailor Tactics to the Space,Yet Be Consistent • Realize that people live in multiple networks • UseYour Web Site asYour Hub • Integrate Social Media IntoYour Workflow • Build Relationships with Influencers
  12. 12. Ideas for Social Media Engagement
  13. 13. Ideas for Social Media Engagement Intermediate: • Start Blogging • Push Same Status Update to Multiple Services (Ping.fm, Hellotxt) • Autopopulate blog to FB/LI,Twitter to LI/Website • Publicize Events/News on All Platforms • Create/Participate in LI Group,Answer Questions • Set Up Social Bookmarking Accounts • Search to See HowYour Content is Tagged
  14. 14. Ideas for Social Media Engagement Advanced: • InteractWith Social Media Every Day • Create Channel-Specific Content • Collaborate on Content Production • Measure and Tweak, Measure and Tweak • Experiment (and Measure and Tweak)
  15. 15. Take-away Points • Relationships make a non-profit run • Social media helps you create and nurture relationships • Invite people to engage...and stay engaged yourself • Smart Monkeys use tools • Make a plan for your social media goals (and follow it!)
  16. 16. What AreYou Doing With Social Media? • What’s working? • What’s not working? • What do you want to try next? • What would you recommend to other organizations?
  17. 17. Thank you! For more information please visit www.archerwebsolutions.com Or email me at julia@archerwebsolutions.com LinkedIn: www.linkedin.com/in/juliadvorin Twitter: @archerweb

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