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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