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

1. Marketing: Getting the word outwith limited resources What is marketing today? The truth about resources What is your marketing strategy? Social engagement Your choices for social media outreach Content Building audience Being social

2. Your marketing mix is more complicated than ever – new tools appear, none seem to go away

3. The truth about resources Times are hard, money is very tight Good news! Most social media is free We are already very busy, how will we find time? You have to make decisions about where it makes sense to spend this time Volunteers? Realigning marketing strategies Combining marketing strategies

4. So… how do you decide where to put your efforts? And how do you get started on social media?

5. 30 Minute ProjectWhat is your marketing strategy? Pick a specific aspect of what you do to focus your efforts. Be prepared to explain why you chose this program or event or product you want to market. Who is your target audience? What are the goals you want to set that would make your marketing efforts successful? End results? What would indicate success along the way? What marketing tools would you use to get there? What has worked for you in the past?

6. Discussion Did you engage your target audience? Was there user participation? How do you measure your goals? End result goals. Marketing campaign goals. What marketing tools do you think of first when putting together a plan? Where does your natural instinct tell you to focus? Which of these tools takes the most time to implement?

7. How can we adjust your efforts to reach a larger audience, without a larger effort? Focused, mixed, more modern marketing techniques.

8. The social engagement spectrum

9. What are the basics of a social media strategy? Give it away Content should be shared for free. Create fans Fans are your biggest advocates Don’t get hung up on production stuff Good enough is fine. Participate in the conversation Social media is social, not just a platform for your message. Be quick Monitor your accounts and respond to people quickly. Don’t forget to listen. Reuse evergreen material Be human You will have a larger audience if people know you are real, responsive and engaged in the conversation .

10. Here are your social media tools

11. Overwhelming? Let us pick a few to focus on to start. Facebook Pages Audience interaction Sharing and liking content An average of one-third of all webpage views on the internet, come directly from Facebook Twitter Follow other people Interact with others Retweeting, @ messaging Linked In groups Meetup YouTube Why videos? Don’t forget your own website

12. What about the content I need to participate in social media? Look at your existing content. Repurpose your marketing materials and editorial products for different media outlets Look inside your organization. A passionate volunteer could make a good blogger A colleague with a new and exciting program might have news to share Make it Fun or make it useful. 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. Be spontaneous. Did a member or colleague tell a fun story? Tweet it. Post it on Facebook

13. Hello? Is anybody out there? Build your audience. Twitter: Interaction builds audience 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. YouTube: Clever and funny videos. Take chances. Share across mediums Post a video on YouTube. Crosspost to twitter and Facebook. Have a great item in a newsletter? Story from a program? Post a blog on JewishBoston.com Share that post on Twitter and Facebook

14. Does this new information change the strategies we discussed in the project? What would you change?

15. What happened when we engaged in social media?JewishBoston.com – Now… increasingly a hub Paid & Organic Search Facebook Jewish Boston .com Direct Other referrals Twitter Outbound Emails YouTube Outbound Links

16. Don’t be afraid to ask questions 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. Social media is social.