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Social Media Building A Fan Base


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A follow up on a November 24, 2009 webinar on social media for non-profits and how they can build a fan base (in Powerpoint format).

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Social Media Building A Fan Base

  1. 1. Yes, Non-Profits CAN create an Energized Fan Base through Social Media! Thank you for joining us! We will begin momentarily To hear this presentation, please call: 605-715-4970 Your access code is: 489449# November 24, 2009 Message Magnifiers for Non-Profits
  2. 2. is this really something we should be taking up? Message Magnifiers for Non-Profits
  3. 3. to be effective, you must speak their language Message Magnifiers for Non-Profits
  4. 4. the landscape is very vast <ul><li>depending on your objective from the beginning, your choice of channels/ tools will vary </li></ul>Message Magnifiers for Non-Profits
  5. 5. step one: who will speak for the organization? <ul><li>social media is a personal fact, “social” </li></ul><ul><li>who will speak for the organization will depend on who your publics regularly interact with </li></ul><ul><li>social media and the internet is always on = who selected becomes the organization </li></ul>Message Magnifiers for Non-Profits
  6. 6. what’s our objective here? Message Magnifiers for Non-Profits
  7. 7. <ul><li>building a fan base involves 3 steps </li></ul>Message Magnifiers for Non-Profits <ul><li>monitoring & identifying your unique message </li></ul><ul><li>where does your audience congregate? </li></ul><ul><li>build your profiles: </li></ul><ul><li>outposts & anchors </li></ul><ul><li>pulling it all together so that “fans” come to you: </li></ul><ul><li>regular and good content is the bait </li></ul>
  8. 8. <ul><li>telling your story </li></ul><ul><li>seeking your audience </li></ul>getting started Message Magnifiers for Non-Profits
  9. 9. <ul><li>social media is just one of many tools in a non-profit marketer’s kit </li></ul><ul><li>the strategy is all about facilitating conversations and eventually, letting go </li></ul><ul><li>just as with traditional media relations, it’s about “news worthiness” </li></ul><ul><ul><li>why should someone care: timeliness, novelty, consequence, human interest, prominence, proximity </li></ul></ul><ul><li>*****lay out the principal elements in a scheduled fashion for regular release through your channels **** </li></ul>it’s about your story, not the tools Message Magnifiers for Non-Profits
  10. 10. <ul><li>finding your audience </li></ul>
  11. 11. <ul><li>push vs. pull marketing </li></ul><ul><li>press releases </li></ul><ul><li>email </li></ul><ul><li>“ friending” </li></ul><ul><li>commenting </li></ul>Message Magnifiers for Non-Profits
  12. 12. <ul><li>twitter search </li></ul><ul><li>follow like-minded individuals </li></ul><ul><li>follow their followers </li></ul><ul><li>monitor regularly for return follows, ensure a balance between your followers vs. following </li></ul>pull tactic: twitter is an excellent starting point Message Magnifiers for Non-Profits
  13. 13. pull tactic: commenting <ul><li>seek interesting discussions </li></ul><ul><li>present provocative ideas </li></ul><ul><li>avoid self-serving “look at me” comments </li></ul><ul><li>comment and leave your url </li></ul>Message Magnifiers for Non-Profits
  14. 14. push tactic: Social Media News Releases <ul><li>Changed to bullet format </li></ul><ul><li>Options for viral marketing </li></ul><ul><li>Ensure SEO written and Google-friendly </li></ul><ul><li>Add tags for Facebook,, Digg, etc. </li></ul>Message Magnifiers for Non-Profits
  15. 15. push tactic: email newsletters <ul><li>pushing provocative content </li></ul><ul><li>links over to blog </li></ul><ul><li>links over to social media profiles </li></ul><ul><li>encourage forwarding </li></ul><ul><li>email signatures </li></ul>Message Magnifiers for Non-Profits
  16. 16. <ul><li>where are your audiences? </li></ul><ul><li>delivering content and value </li></ul><ul><li>providing a valuable exchange </li></ul>building your outposts Message Magnifiers for Non-Profits
  17. 17. who are influencers? Message Magnifiers for Non-Profits
  18. 18. research where you need to be <ul><li>you can’t nor should you be everywhere </li></ul>Message Magnifiers for Non-Profits
  19. 19. prioritizing your spaces Message Magnifiers for Non-Profits
  20. 20. <ul><li>to blog or not to blog... </li></ul><ul><li>how often can you contribute something new & unique? </li></ul><ul><li>is there more value in the interim in contributing elsewhere? </li></ul>Message Magnifiers for Non-Profits
  21. 21. <ul><li>keep posts short and regular </li></ul><ul><li>drive your newsletter to the blog </li></ul><ul><li>integrate the feed into your main site </li></ul><ul><li>actively encourage comments through questions </li></ul><ul><li>be provocative </li></ul><ul><li>stay in tune with the big issues in your sphere </li></ul>assuming you do blog... Message Magnifiers for Non-Profits
  22. 22. pulling it all together <ul><li>managing your time </li></ul><ul><li>measuring and evaluating </li></ul>Message Magnifiers for Non-Profits
  23. 23. Beth Kanter: How Much Time Does It Take To Do Social Media? <ul><li>5 hours/week to start listening </li></ul><ul><li>10 hours/week to participate </li></ul><ul><li>10-15 hours/week to generate buzz </li></ul><ul><li>20+ hours/week to build a community </li></ul><ul><li>(At least ) 3-6 months before you start seeing tangible results </li></ul>Message Magnifiers for Non-Profits
  24. 24. you will need to measure it all <ul><li>will vary from one organization to the next but can include: </li></ul><ul><ul><li>numbers of followers </li></ul></ul><ul><ul><li>engaged influencers </li></ul></ul><ul><ul><li>comments </li></ul></ul><ul><ul><li>linking over to your blog </li></ul></ul><ul><li>social media monitoring strategies also measure tone and viral spread </li></ul>Message Magnifiers for Non-Profits
  25. 25. <ul><li>Online Social Media for Associations & Not-for-Profits </li></ul><ul><li>complete step by step advice on Anchor and Outpost strategy </li></ul><ul><li>prevent others from hijacking your identity </li></ul><ul><li>develop your own YouTube Channel – with Guru status </li></ul><ul><li>update your &quot;status&quot; on all of the social networking sites (and on Twitter) with one click </li></ul><ul><li>sites you should join – and which you should not </li></ul>This is a book on strategy, and includes specific, step-by-step instructions to implement that strategy. It is written to provide value for all who are interested in developing online reputation Pre-order your copy now for $42.99CDN (about $40 US)
  26. 26. <ul><li>Traditional and online public relations: </li></ul><ul><ul><li>Social Media strategy, blogging, community development and management </li></ul></ul><ul><ul><li>Communications plans </li></ul></ul><ul><ul><li>Media relations </li></ul></ul><ul><ul><li>Revenue generation & membership recruitment/ retention </li></ul></ul><ul><ul><li>Stakeholder engagement </li></ul></ul><ul><ul><li>Increasing event attendance </li></ul></ul><ul><li>Register NOW for our intensive social media packages in training, profile development, and management </li></ul>who is Action Strategies? Message Magnifiers for Non-Profits