This document summarizes a webinar about communicating corporate social responsibility through social media. It discusses strategies for using social media to promote responsible business practices and engage stakeholders. Specific platforms like Twitter, Facebook, and LinkedIn are examined for their suitability for issues-based messaging. Case studies of companies effectively aligning their social media presence with causes are provided. Tools for content creation, community engagement, and measuring results are recommended. The webinar aims to provide best practices for mission-driven businesses to strategically leverage social media.
If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines.
Panelists:
David Brodwin, Co-founder, VP Media and Communications & CFO, ASBC
Bob Keener, Deputy Director, Public Relations, ASBC
-Plan an in-person meeting with policy makers
-Execute a successful meeting with policy makers
-Get your message to policy makers when you can't meet in person—an outside-in approach
May 10, 2017
If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines. Here's what you will learn:
o How to make the strongest arguments for your policy agenda
o How to use your company as proof for how policies affect business
o How to locate journalists interested in what you have to say
o Tips to enhance your credibility and confidence
Many entrepreneurs – social, triple bottom line or otherwise – do not avail themselves of all potential capital sources when seeking funding to grow or scale, limiting prospects to cash flow their initiatives. This seminar explores a range of options for funding: external in the marketplace, internal within an organization, new ideas and classics not to overlook.
The networking course presentation from Udemy.com.
For the full course please visit
https://www.udemy.com/discover-how-to-use-the-secrets-of-networking-and-grow/learn/v4/overview
In this training, we will educate and prepare business leaders to be effective advocates for your issues. Here's what you will learn:
Plan an in-person meeting with policy makers
How to prepare and research for in-person meeting
Execute a successful meeting with policy makers
Post-meeting outreach
Get your message to policy makers when you can't meet in person (outside-in approach)
If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines.
Panelists:
David Brodwin, Co-founder, VP Media and Communications & CFO, ASBC
Bob Keener, Deputy Director, Public Relations, ASBC
-Plan an in-person meeting with policy makers
-Execute a successful meeting with policy makers
-Get your message to policy makers when you can't meet in person—an outside-in approach
May 10, 2017
If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines. Here's what you will learn:
o How to make the strongest arguments for your policy agenda
o How to use your company as proof for how policies affect business
o How to locate journalists interested in what you have to say
o Tips to enhance your credibility and confidence
Many entrepreneurs – social, triple bottom line or otherwise – do not avail themselves of all potential capital sources when seeking funding to grow or scale, limiting prospects to cash flow their initiatives. This seminar explores a range of options for funding: external in the marketplace, internal within an organization, new ideas and classics not to overlook.
The networking course presentation from Udemy.com.
For the full course please visit
https://www.udemy.com/discover-how-to-use-the-secrets-of-networking-and-grow/learn/v4/overview
In this training, we will educate and prepare business leaders to be effective advocates for your issues. Here's what you will learn:
Plan an in-person meeting with policy makers
How to prepare and research for in-person meeting
Execute a successful meeting with policy makers
Post-meeting outreach
Get your message to policy makers when you can't meet in person (outside-in approach)
Making the Most of your Board, Session Three: Involving Your Board in Fundrai...GuideStar
Fundraising is one of the most important and challenging responsibilities of a board member. From the beginning, your board must understand that their networks are one of the biggest assets they bring to your organization. This session will be led by Kelly and Juliana Sloper, who brings more than a decade of experience coaching board members in making the most of their network with the support of the nonprofit. This session will review how nonprofit leaders should work with their board through the “Moves Management” process – identifying prospects, cultivating those prospects, working up to the “ask”, and then how to steward prospects in a way that ensures a repeat gift.
Working with I Impact India Partners is a journey which you need to understand to change the world.We have provided all the knowledge you require to grow your organisation.
Don’t create that Facebook or Twitter page yet! There’s prep work to be done. Learn what to do before diving into social media, or, if you already jumped, how to ensure a good return on your time investment. You’ll learn to plan, monitor, measure and use the tools effectively.
Workshop: Bringing your content to life with images. Charity content marketin...CharityComms
Madeleine Sugden, communications consultant
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social Media & Philanthropy Workshop (Miami, FL.)KDMC
Knight Digital Media Center presented a workshop on May 1, 2016 for participants in the Knight Media Learning Seminar in Miami. Workshop participants learned about effective practices for gaining visibility and engagement on social platforms.
Making the Most of your Board, Session Three: Involving Your Board in Fundrai...GuideStar
Fundraising is one of the most important and challenging responsibilities of a board member. From the beginning, your board must understand that their networks are one of the biggest assets they bring to your organization. This session will be led by Kelly and Juliana Sloper, who brings more than a decade of experience coaching board members in making the most of their network with the support of the nonprofit. This session will review how nonprofit leaders should work with their board through the “Moves Management” process – identifying prospects, cultivating those prospects, working up to the “ask”, and then how to steward prospects in a way that ensures a repeat gift.
Working with I Impact India Partners is a journey which you need to understand to change the world.We have provided all the knowledge you require to grow your organisation.
Don’t create that Facebook or Twitter page yet! There’s prep work to be done. Learn what to do before diving into social media, or, if you already jumped, how to ensure a good return on your time investment. You’ll learn to plan, monitor, measure and use the tools effectively.
Workshop: Bringing your content to life with images. Charity content marketin...CharityComms
Madeleine Sugden, communications consultant
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Social Media & Philanthropy Workshop (Miami, FL.)KDMC
Knight Digital Media Center presented a workshop on May 1, 2016 for participants in the Knight Media Learning Seminar in Miami. Workshop participants learned about effective practices for gaining visibility and engagement on social platforms.
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
Kick ass social media strategy to win electionsSimplify360
The presentation is the hands on training for using Social Media in Politics. It is specifically targeted towards using Social Media targeting Indian Assembly Elections 2014. #election2014
MKT 380 Introduction to Social Media Marketing Week 1Michael Germano
Social media careers
Social media compared to mass media
New media versus old media
Social media and its value to marketers
Social media marketing and strategic objectives overview
This is the presentation I used to discuss the social media educational tool I created for Concordia University to the Digital Arts and Technology class at Cathedral City High School. After my presentation, over 20 students showed an interest in visiting Concordia University. It is wonderful to get this many students interested in pursuing a higher degree.
An overview of social media marketing for small businesses. This was presented during the First MSU Main E-Commerce Expo in Marawi City last October 7, 2013.
The following is a podcast for "From Data to Direction: How to Convert Social Media Data Into Actionable Insights." This webinar originally aired on November 25th, 2014. Listen to the audio recording to learn more:
A lot of promises have been made about social media data and how it can be used for business intelligence. But when it comes to finding actual insights that drive new business initiatives, organizations often get lost along the way.
The thing that many brands don’t realize is that social media is actually big data. It’s unstructured, global in scope, and if you don’t know where to focus your collection and analysis, moving from data to a strategic direction is very difficult.
In this webinar, a panel of social media analytics experts and industry leaders will team up to share their insights on specific ways you can better use social media data to improve operations across the organization.
We’ll show you:
-Essential insights about Buyer Personas—and why they matter for social data
-How to get fast, accessible insights using advanced real-time analysis
-How to prioritize social data insights for fastest business impact
American Society of Regenerative Medicine - Dr Ravi Singh, M.A., M.S., PhD. Campaign Guru
Social Media Marketing How-To Presentation for Medical Doctors
American Society of Regenerative Medicine Speaker Presentation at Annual Conference in Nashville, Tennessee
December 8-9, 2019
Monitoring The Social Media Conversation Vocus WebinarJenni Lloyd
Slides associated with the Vocus webinar: 'Monitoring the Social Media Conversation: From Twitter to Facebook' held on 21.7.09.
Listen again here:
http://is.gd/1GwgK
Are Nonprofit Raising Money on Social Media? This presentation digs into data on social media as a fundraising channel and highlights the best strategies for raising money.
Similar to Sharing The Responsible Business Voice on Social Media (20)
America is fortunate to have thousands of municipal water systems to provide reliable, plentiful clean drinking water and sanitary waste disposal. But across the country, much of our infrastructure for managing wastewater and providing drinking water is inadequate, obsolete or seriously deteriorated. Despite the need for investment, the federal government’s per capita spending on water infrastructure dropped from $76 per person in 1977 to $11 per person in 2014. Continued failure to address this major infrastructure problem is increasingly detrimental to our economy and businesses nationwide.
Currently, the US is projected to lose $732-billion loss in business sales by 2029 and over $4.5 trillion by 2039; with 636,000 jobs lost each year by 2039, just from service disruptions and increasing services rates.
These estimates don’t even include the threats failing water infrastructure poses to the US economy through pollution and flooding. If we make the necessary investments in water infrastructure, however, the return will be significant job creation, a better competitive position for U.S. businesses, and resilient economic growth.
Join ASBC, Environment America, Susan Harris of Cerulean, LLC and Senator Jack Reed (D – Rhode Island) for a special webinar on how failing water infrastructure endangers our businesses and the economy and how we can fix this problem before the cost is insurmountable. Government listens to business, so learn the facts!
Reimagining capitalism is an imperative. We need to create a more inclusive and sustainable form of capitalism that works for every person and the planet. Massive environmental damage, growing income and wealth disparity, stress, and depression within developed economies amid a substantial economic boom are examples of how our current system of creating and distributing value is broken. We need to be able to factor into our decision-making the consequences of our actions not only for financial and physical capital but also for human, social and natural capital.
In order to provide actionable signals for business leaders, these impacts must be connected to accounting statements. Just as the development of the financial accounting infrastructure has been a necessary condition for the development of large-scale capital markets, the development of impact-weighted financial accounts (“impact-weighted accounts”) is a necessary condition for the development of capital markets driven by sustainability considerations.
What are impact-weighted accounts? Impact-weighted accounts are line items on a financial statement, such as an income statement or a balance sheet, which are added to supplement the statement of financial health and performance by reflecting a company’s positive and negative impacts on employees, customers, the environment and the broader society. The aspiration is an integrated view of performance which allows investors and managers to make informed decisions based not only on monetized private gains or losses, but also on the broader impact a company has on society and the environment.
My Telemedicine MD spends more time than my regular doctor
"My experience with the Telemedicine doctor was great! He really cared about
my well-being & was very helpful. He
spent more time with me than my regular doctor does."
- J.B., Arizona
If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines. Here's what you will learn:
How to find and approach journalists interested in what you have to say
How to make the strongest arguments for your policy agenda
How to use your company as proof for how policies affect business
Tips to enhance your credibility and confidence
Speakers:
Bob Keener - Deputy Director of Public Relations at American Sustainable Business Council
Dana Patterson - Communications Strategist at Princeton Hydro, LLC
Rita Yelda - Outreach & Communications Manager at Coalition for the Delaware River Watershed
Colton Fagundes - Policy Associate at American Sustainable Business Council
If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines. Here's what you will learn:
How to find and approach journalists interested in what you have to say
How to make the strongest arguments for your policy agenda
How to use your company as proof for how policies affect business
Tips to enhance your credibility and confidence
Speakers:
Bob Keener - Deputy Director of Public Relations at American Sustainable Business Council
Dana Patterson - Communications Strategist at Princeton Hydro, LLC
Rita Yelda - Outreach & Communications Manager at Coalition for the Delaware River Watershed
Colton Fagundes - Policy Associate at American Sustainable Business Council
In this training, we will educate and prepare business leaders to be effective advocates for your issues. Here's what you will learn:
Plan an in-person meeting with policy makers
How to prepare and research for in-person meetings
Execute a successful meeting with policy makers
Post-meeting outreach
Get your message to policy makers when you can't meet in person (outside-in approach)
An overview of water policy where business advocacy can be effective
Speakers:
Melanie Smith - Executive Director of the Delaware Sustainable Business Council, CEO of Sustainable World Strategies, former member of the Delaware House of Representatives
Frank Knapp - CEO of the South Carolina Small Business Chamber of Commerce, Owner of the Knapp Agency
Colton Fagundes - Policy Associate at American Sustainable Business Council
Governor Murphy, through Executive Order 28, has set New Jersey on the path toward transitioning to 100% clean energy by 2050.
In June, the Board of Public Utilities (BPU) issued a draft of an updated Energy Master Plan (EMP) that encompasses a dramatically broader scope than previous EMPs, and features a series of seven strategies that will guide the state to address the imminent threat of climate change and to reach Governor Murphy’s 100 percent clean energy goal.
This timely webinar features experts who will provide an overview of the EMP draft, and how it has the potential to result in significant economic benefits, including the creation of new jobs, industries and workforce development opportunities for the state’s residents and business community.
The NJ BPU is accepting comments on the EMP draft until September 16th. Please join us so that you can add your voice with others in the sustainable business community to help make the EMP a strong and effective roadmap to creating a clean energy economy.
In this webinar, Jaimie Cloud explores with participants the cognitive frameworks/mental models that drive the unsustainable behavior that is often paradoxically inconsistent with our values. She explains how thinking drives behavior and behavior causes results, and how we can evolve our thinking. Since the “most upstream place” to intervene for positive change is to think about our thinking (Meadows), Jaimie suggests some more accurate mental models for decision-making that can accelerate the shift toward sustainability and regeneration. We will discuss the use of brain-based strategies for helping people to re-frame/re-appraise/re-wire towards the future we want. It all begins with a change in thinking.
In this webinar we cover basic principles to address diversity equity and inclusion, developing community wealth, strategies to build collaboration, and building local businesses and economies.
As concerned business leaders, NOW is the time for us to do everything we can to take action on climate by supporting Washington State’s Initiative 1631. This groundbreaking initiative will cut pollution; invest in clean energy infrastructure, healthy forests, and clean water; and create thousands of well-paying jobs across the state.
Learn more about how a carbon price works and the benefits of addressing climate change by pricing carbon.
When it comes to climate change, business as usual is no longer an option. Studies estimate that the effects of climate change could cost the economy trillions of dollars before the end of the century. As global temperatures continue to increase, coastal communities will be at risk from sea level rise, wildfires will become more frequent, and extreme weather will be even more damaging.
But, there are steps we can take to slow the effects of climate change and mitigate its most damaging impacts. A carbon price, a market-based solution to reducing greenhouse gas emissions while promoting investment and innovation, is the most efficient, business friendly way to take action.
Purchasing has the power to help mitigate climate change, reduce income inequality, and build strong local economies, but only if we make the commitment to invest in our future by investing in sustainable companies.
Join ASBC, businesses and leading policy experts to learn why net neutrality protections need to be restored to protect an innovative, open, and competitive internet.
Last December, the FCC dismantled net neutrality protections for businesses and consumers. The rules prevented internet service providers from blocking certain content, throttling speeds, and prioritizing access to consumers to businesses willing to pay higher fees.
Did you know that a majority of small businesses (56%) oppose the FCC’s repeal of net neutrality and nearly 4 in 10 strongly oppose it? Hear more about this new polling from our partner Small Business Majority.
Business leaders must work together to urge Congress to restore these protections as quickly as possible.
Presenters Include:
• Ryan Rabac, ASBC
• Ilyssa Meyer, Etsy
• Phillip Berenbroick, Public Knowledge
• Evan Engstrom, Engine
ASBC Policy manager Eliza Kelsten discussed state-based carbon pricing proposals with VT State Representative Sarah Copeland-Hanzas and MA State Representative Jen Benson.
The American Sustainable Business Council’s mission is to empower and mobilize triple bottom line business leaders to create policy change in support of an economy that works for all. Part of that change starts with sustainable procurement policy. Join fellow ASBC members and a panel of local government experts and practitioners on this webinar to learn more about how government budgeting and procurement works and what you need to know to effectively work with and serve local governments.
Satya Rhodes-Conway is the Managing Director of the Mayors Innovation Project, a peer learning network for U.S. Mayors and their senior staff focused on advancing policy that promotes sustainability, shared economic prosperity, and resilient democratic institutions. Rhodes-Conway will dig into the nuts and bolts of budgeting and procurement.
Stacey Foreman, the Sustainable Procurement Coordinator with the City of Portland OR, will speak from her experience in the field regarding policies and procedures that cities use to set and achieve sustainable purchasing goals. Stacey Foreman manages the City of Portland’s Sustainable Procurement Program and has been incorporating environmentally preferable products and services into public contracts for over a decade. Stacey is active in a variety of regional and national efforts to build sustainable procurement resources, and sits on advisory committees for the Sustainable Purchasing Leadership Council, EPEAT and Sweatfree Purchasing Consortium. Stacey is a LEED Accredited Professional and has presented to national and international audiences on the topic of sustainability in public procurement.
Learn about the Business Leaders Transforming Healthcare campaign.
David Levine, CEO & President, American Sustainable Business Council
Richard Master, Founder and CEO, MCS Industries, Inc.
Jerry Friedman, Professor of Economics, University of Massachusetts
Marvin McPherson, Associate Director, Member Engagement, American Sustainable Business Council (moderator)
-Plan an in-person meeting with policy makers
-Execute a successful meeting with policy makers
-Get your message to policy makers when you can't meet in person—an outside-in approach
May 10, 2017
Bipartisan support for a federal carbon tax is growing, as the recent proposal from senior Republican leaders James Baker, Henry Paulson and George Shultz demonstrates. While Democrats including Senator Sheldon Whitehouse are longtime advocates of a carbon tax, some key Republicans now agree that climate change is a serious threat and a carbon tax is the most efficient solution. Join ASBC for a discussion of the “free-market” Baker-Shultz plan, the possible connection between tax reform and carbon, and other federal carbon pricing proposals.
Bob Inglis
Former Congressman, SC; current Executive Director, Energy and Enterprise Initiative
Walt Minnick
Former Congressman (ID), Co-founder and Partner, Partnership for Responsible Growth
Josh Karetny
Legislative Director, Senator Whitehouse
March 23, 2017
There’s trouble brewing. The Trump Administration and GOP-controlled Congress have joined old-line lobbyists to wipe out regulations that protect our environment, our workplace safety and our financial system's integrity—purportedly to help business. Responsible business leaders know better. Government regulations keep big firms from foisting their costs onto smaller firms and taxpayers, let the market choose winners fairly, reward healthy innovation and give companies of all sizes a chance to grow. Broadly shared prosperity, the market economy and democracy itself depend on fair regulation.
Join Celinda Lake, President of Lake Research Partners and Bryan McGannon, ASBC’s Policy Director for a March 21st webinar. The discussion highlighted polling data and insights on how regulation matters and what changes in health care and energy mean for America’s small businesses.
Bill Weihl, Director of Sustainability, Facebook
Christopher Miller, Social Activism Manager, Ben & Jerry’s
Sarah Severn, Coordinator for Washington State Businesses for Climate Action
Richard Eidlin, Vice President of Policy, ASBC (moderator)
More from American Sustainable Business Council (20)
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. RYAN RABAC, MANAGER, DIGITAL MARKETING, ASBC
Ryan Rabac has guided digital marketing and strategy for local and
national nonprofits, building campaigns that enhance brands and
increase their engagement with stakeholders. He holds a Master of
Public Administration from Syracuse University and a Bachelor of
Science in Political Science from Florida State University.
asbcouncil.org/webinars
@RyanRabac
3. • Strategic Use of Social Media for Responsible Business Voices
– Pat Heffernan, President, Marketing Partners, Inc. and ASBC Board Member
• Communicating CSR Through Social Media
– Kevin Maley, Managing Supervisor, VOX Global
– Maggie Kinnealey, Managing Supervisor, VOX Global
• Content, Platforms, and Tools
– Ryan Rabac, Manager, Digital Marketing, ASBC
• Questions
Overview
asbcouncil.org/webinars
4. PAT HEFFERNAN, PRESIDENT, MARKETING PARTNERS, INC.,
ASBC BOARD MEMBER
Pat Heffernan creates mission-focused strategies to unlock the power
of communication to drive change. Pat is a founder and first president
of VT Businesses for Social Responsibility, adjunct faculty & advisory
board member of University of Vermont College of Agriculture & Life
Sciences, serves as an expert witness on communications in federal
court, and has testified at the local, state and national level. Previously,
Pat served as Associate Dean at Vermont Law School. She holds a
B.A. and MBA degrees and is a certified management consultant.
asbcouncil.org/webinars
@pheffernanvt
5. STRATEGIC USE OF SOCIAL
MEDIA FOR RESPONSIBLE
BUSINESS VOICES
Pat Heffernan
April 2017
Session 1: Social Media 5
6. SAME FRAME, BUSINESS LANGUAGE & MESSAGES USED
ELSEWHERE
Session 1: Social Media 6
7. STRATEGY IS…
• How an organization is going to achieve
its mission.
• Strategy is about making choices —what you do (and
don’t do) AND what you do first.
• Our focus today is on strategies for including issues and
public policy in your social media program.
Session 1: Social Media 7
8. SOCIAL MEDIA & PUBLIC POLICY:
THINGS HAVE CHANGED
• Consistency across channels matters to customers:
Vision, Values & Voice
• Recent business examples:
– #WomensMarch
– Ben & Jerry’s: Black Lives Matter
Session 1: Social Media 8
9. MOST COMMON SOCIAL MEDIA FAILS
• Didn’t Check The Hashtag
• Mishandled Responses
• Misguided Campaign
• Didn’t Know What They Were Posting
• Didn’t Monitor Their Auto Tweets
• Tried To Co-opt A Serious Event
• Offensive Campaign
Session 1: Social Media 9
10. SHOULD YOUR BRAND TAKE A STAND?
• WrightIMC surveyed more
than 3,000 consumers.
• Studied 5 major U.S.
brands taking stands in
recent past.
• Majority of consumers
consider social stance of
company when purchasing.
• Differing consumer attitudes
(age, income and
geography as factors).
• “Know your audience and a
strong point of view can
grow it, with some
additional fringe benefits.”
Session 1: Social Media 10
11. WHY SOCIAL MEDIA IS IMPORTANT FOR MISSION-DRIVEN
BUSINESSES
• The social media marketing arena is a (fairly) level playing
field.
• A strong social media presence builds brand loyalty.
• Social media can help you get noticed at events, and
generate earned media coverage for your business and
issue.
• You’ll find customers you didn’t know existed.
• Customers you didn’t know existed will find (and buy
from) you.
Session 1: Social Media 11
12. WHY SOCIAL MEDIA ON YOUR ISSUES
• “Nearly two-thirds of Americans say that after “liking” or
“following” a nonprofit or corporate social responsibility
program online, they are more inclined to support the
cause by volunteering, donating and sharing information.”
Sources: Cone Communications, Edelman PR, Pew Research Center
Session 1: Social Media 12
13. SPECIAL CONSIDERATIONS: B2B, GLOBAL
MARKETS, REGULATED INDUSTRIES &
NONPROFIT
• Need support of employees, some or most customers,
and other constituencies (e.g., key suppliers,
shareholders, trustees)
• Separate social media accounts, link to mission and
annual goals, legal review.
• Can be done. HP as an example:
– Multi-layered public policy
– 10 years of Global Citizen reports
Session 1: Social Media 13
14. THE BIG 6+
(PLUS REDDIT, QUORA, YOUTUBE, SNAPCHAT…)
Session 1: Social Media 14
15. POLICY & ISSUES ARE MOST ACTIVE ON 4
(ALTHOUGH SOMETHING ON ALL 6+)
Session 1: Social Media 15
16. HOW TO SELECT & MANAGE EFFECTIVELY
• Go where they already are: Choose social media
networks based on your audience and the issue.
• Multiple channels: Vast majority of consumers,
businesses and nonprofits are active on 2+ networks.
• Your secret weapons: Twitter Lists, plus
hashtags/keywords.
Session 1: Social Media 16
17. RESEARCH AND COORDINATE KEYWORDS AND HASHTAGS
BEFORE YOUR EVENTS & CAMPAIGNS
Session 1: Social Media 17
18. CLEAR MATCH BETWEEN COMPANY & ISSUE:
WOMAN-OWNED BUSINESSES & #WOMENSMARCH
Session 1: Social Media 18
19. COMPANY AND ISSUE MATCH LESS CLEAR
BEN & JERRY’S: #BLACKLIVESMATTER
Session 1: Social Media 19
23. KEVIN MALEY, MANAGING SUPERVISOR, VOX GLOBAL
Kevin Maley works with companies and nonprofits on sustainability
strategy, including goal setting, stakeholder engagement, risk
assessment, materiality analysis and emerging issues management.
Kevin also provides organizations with sustainability communications
support, including engagement through social and traditional media,
key messaging, report writing and website development. Kevin holds a
bachelor’s degree in Political Science from Syracuse University and a
master’s degree in Public Affairs from the University of Massachusetts.
asbcouncil.org/webinars
@KevinAMaley
24. MAGGIE KINNEALEY, MANAGING SUPERVISOR, VOX GLOBAL
Maggie Kinnealey works with clients to secure media coverage,
develop targeted consumer and internal communications, and provide
social media strategy. Prior to joining the VOX team, Maggie spent
seven years at Tractenberg & Co., a New York City based full-service
public relations firm, specializing in the beauty and lifestyle space
industries. In that capacity, Maggie worked with both large and small
brands, securing extensive media coverage, designing social media
programs, conceiving both consumer and cause-related campaigns,
and planning and executing a variety of events. Maggie graduated
from the College of the Holy Cross with a Bachelor of Arts in
Psychology.
asbcouncil.org/webinars
@MaggieKinnealey
27. KEY TAKEAWAYS
27
• Use all channels where your key audiences are:
Instagram, Twitter, Facebook, LinkedIn, Snapchat,
Medium
• Engage your stakeholders and influencers to amplify
your message and bring credibility to your message
• Get creative: Use GIFs, still photos, consistent
hashtags, quote cards and animation to capture
attention
• Identify key metrics to measure your results
and build on your success
30. CREATING CONTENT
• Start with Strategy
– Build followers?
– Send people to a website?
– Add signatures to a petition?
• Ask the 5 Ws: Who, What, Where, When, and Why
• Find your voice
– Efficient, direct language
– Build a sense of community
• Establish a cadence
31. THOUGHTS AND RESOURCES
• Editorial Calendar
• Automation when appropriate
• Your personal accounts, your staff and your board members
– Anyone in your circle not using social media could be a missed
opportunity.
– Use pre-written content and toolkits to help others engage.
• Think mobile first
• Use real pictures of people
• Be as real-time and responsive as possible
• Native and live video on Facebook, Twitter, and Instagram
• Learn from results – did your content work as intended?
32. Date Platform Type Content
April 18 Email Invitation Please join
us on May
2!
April 20 Facebook Post These
businesses
are
standing
up against
climate
change.
EDITORIAL CALENDAR
33. ORGANIZATIONAL PLATFORMS
• LinkedIn Company Pages: evolution from job hunting tool to
content provider and news source for professionals.
– Access to 476 million professionals, 60% use on mobile
• Twitter: Engage in ongoing trends and discussions by using
hashtags and influencers to enhance your message.
• Instagram: Visual and personal. Not good for written content
or clicks.
• Facebook: Hard to win without paying, but try native video
and Facebook Live.
34. PERSONAL PLATFORMS
• LinkedIn: publish thought leadership pieces, share
surprising/novel insights, repost articles and columns from
other publications, post pictures from professional and
volunteer events.
• Twitter: Engage in ongoing trends, use your account to
amplify your brand, mix in your personality
– Tag your brand in your bio
– Aim for 2x as many followers as following
35. Upcoming Events
April 26
Webinar: Effective Advocating & Lobbying Your Elected Officials
May 1-2
National Climate Business Lobby Day on Capitol Hill
#Biz4Climate17
May 3
Webinar: Hone Your Message and Work with the Media to Get It
Out
asbcouncil.org/webinars
36. Questions
• Raise your Hand or Submit a Question
• Panelists will answer questions in the order they are received
• The webinar will end at 5pm ET