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North shore social media presentation


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Talk given 3/27/11 by Liz Polay-Wettengel for The North Shore Jewish Federation. @LizPW or

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North shore social media presentation

  1. 1. Marketing: Getting the word outwith limited resources<br />What is marketing today?<br />The truth about resources<br />What is your marketing strategy?<br />Social engagement<br />Your choices for social media outreach<br />Content<br />Building audience<br />Being social<br />
  2. 2. Your marketing mix is more complicated than ever – new tools appear, none seem to go away<br />
  3. 3. The truth about resources<br />Times are hard, money is very tight<br />Good news! Most social media is free<br />We are already very busy, how will we find time?<br />You have to make decisions about where it makes sense to spend this time<br />Volunteers?<br />Realigning marketing strategies<br />Combining marketing strategies<br />
  4. 4. So… how do you decide where to put your efforts?<br />And how do you get started on social media?<br />
  5. 5. 30 Minute ProjectWhat is your marketing strategy?<br />Pick a specific aspect of what you do to focus your efforts.<br />Be prepared to explain why you chose this program or event or product you want to market.<br />Who is your target audience?<br />What are the goals you want to set that would make your marketing efforts successful?<br />End results?<br />What would indicate success along the way?<br />What marketing tools would you use to get there? <br />What has worked for you in the past?<br />
  6. 6. Discussion<br />Did you engage your target audience?<br />Was there user participation?<br />How do you measure your goals?<br />End result goals.<br />Marketing campaign goals.<br />What marketing tools do you think of first when putting together a plan?<br />Where does your natural instinct tell you to focus?<br />Which of these tools takes the most time to implement?<br />
  7. 7. How can we adjust your efforts to reach a larger audience, without a larger effort? <br />Focused, mixed, more modern marketing techniques.<br />
  8. 8. The social engagement spectrum<br />
  9. 9. What are the basics of a social media strategy?<br />Give it away<br />Content should be shared for free.<br />Create fans<br />Fans are your biggest advocates<br />Don’t get hung up on production stuff<br />Good enough is fine. <br />Participate in the conversation<br />Social media is social, not just a platform for your message.<br />Be quick<br />Monitor your accounts and respond to people quickly.<br />Don’t forget to listen.<br />Reuse evergreen material<br />Be human<br />You will have a larger audience if people know you are real, responsive and engaged in the conversation .<br />
  10. 10. Here are your social media tools<br />
  11. 11. Overwhelming? Let us pick a few to focus on to start.<br />Facebook<br />Pages<br />Audience interaction<br />Sharing and liking content<br />An average of one-third of all webpage views on the internet, come directly from Facebook<br />Twitter<br />Follow other people<br />Interact with others<br />Retweeting, @ messaging<br />Linked In<br />groups<br />Meetup<br />YouTube<br />Why videos?<br />Don’t forget your own website<br />
  12. 12. What about the content I need to participate in social media?<br />Look at your existing content. <br />Repurpose your marketing materials and editorial products for different media outlets<br />Look inside your organization.<br />A passionate volunteer could make a good blogger<br />A colleague with a new and exciting program might have news to share<br />Make it Fun or make it useful.<br />And don’t always make it about you. Promote your fellow local organizations who are also using the social media space and they’ll do the same for you.<br />Be spontaneous.<br />Did a member or colleague tell a fun story? Tweet it. Post it on Facebook<br />
  13. 13. Hello? Is anybody out there?<br />Build your audience.<br />Twitter: Interaction builds audience<br />Facebook: Have good content, have a specific campaign, don’t be afraid of using advertising dollars here, it works and is worth it even if you have a small budget.<br />YouTube: Clever and funny videos. Take chances.<br />Share across mediums<br />Post a video on YouTube. Crosspost to twitter and Facebook.<br />Have a great item in a newsletter? Story from a program? Post a blog on<br />Share that post on Twitter and Facebook<br />
  14. 14. Does this new information change the strategies we discussed in the project?<br />What would you change?<br />
  15. 15. What happened when we engaged in social media? – Now… increasingly a hub<br />Paid & Organic Search<br />Facebook<br />Jewish<br />Boston<br />.com<br />Direct<br />Other referrals<br />Twitter<br />Outbound <br />Emails<br />YouTube<br />Outbound<br />Links<br />
  16. 16. Don’t be afraid to ask questions<br />Don’t be afraid to ask for help from outside your organization to get the word out about an important program, event, story or project.<br />Social media is social.<br />