http://www.flickr.com/photos/yandle/844341197/Layoutall planned communication and marketing events and opportunities for the year
This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
http://www.flickr.com/photos/stefanomaggi/3564156120/Affinity: don't look for numbersWhen looking for influencers, you must not forget that these people will help you generating a lead: it could be a subscription, a purchase, a dialogue or a thousand more actions but the influencer should push influenced to act.So let's rethink it: are you looking for someone who can reach the highest number of users?Probably not. The one you're looking for is a person that can make an impact on the followers and inspire them, move them to act and push them to spread the message he is carrying. Real influence is not measured (only) with numbers. It's fundamental to understand what kind of affinity an influencer has with the audience.Communicate the signal and wipe out the noise by choosing the right people.
The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses
Scenario A: Groups: 1-2You are a theatre company that celebrates and preserves the art and spirit of American Musical Theatre that has a home season. You want to use social media to create a network of American Musical Theatre enthusiasts around the world who might purchase tickets when they visit your city, purchase recordings or other items online. Scenario B: Groups: 3-4Your arts organization presents Children’s Theatre and Music Concerts. You are moving to a new location in downtown Berkley. You want to use social media as part of your communications plan to promote the new location. One audience segment you want to reach includes moms between the ages of 30 and 45 with children between the ages 4 and 10.Scenario C: Groups: 5-6You are a Jewish Community Center that has an arts program as part of its offerings. You want to reach a younger audience (age 20-30) and use social media as part of your strategy. Your arts program includes performances, lectures, and a contemporary arts program. You also offer youth arts classes in dance, theatre, and other art forms. You have a robust marketing program through traditional channels, but have not started using any social strategies.Scenario D: Groups 7-8You are a contemporary dance company that produces an edgy dance installation performance event inside a well known San Francisco historic building. The performances are repeated during the month of July. You want to use social media to generate buzz before, during, and after the event and sell tickets.
The Dance Floor and The
Balcony:<br />Effective Social Media Strategy and Tactics for Nonprofits<br />Zabara Tango<br />Beth Kanter, Beth’s Blog<br />Ideation Conference<br />April 5, 2010<br />
Generate Buzz<br />Social Content<br />Engage<br
/>Listen<br />Social Media Strategy Blocks<br />Movement Building with Multi-Channels<br />Support Overall Communications and Internet StrategySupports Offline Action, Change of Behavior, or Impact Outcome<br />
Social Content<br />acticaches<br />Social Media:
Tactics and Tools<br />Movement Building and Multi-Channel<br />GenerateBuzz<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
Share Pairs<br />Are you in
the crawl, walk, run, or fly stage with your social media?<br />What does that look like?<br />What’s needed to get you to the next stage?<br />Photo by Franie<br />
“It is important to connect
with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
Perceptions <br />Loss of control
over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
Creating A Safe Place To
Fail<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
Pick a social media project
that won’t take much time<br />Write down successes <br />Write down challenges <br />Ask or listen to the people you connect with about what worked and what didn't <br />Watch other nonprofits and copy and remix for your next project. <br />Rinse, repeat.<br />
Share Pairs<br />Small Groups: <br
/>One thing you heard that you can put into practice?One question you still have?<br />What is one step you can take with social media tommorrow?<br />Photo by Franie<br />