Pdf document of Keynote delivered by Tom Weinkle to Rotary District 6990 Meeting in Hollywood, Florida on April 28, 2018

1. vortexmiami.com | get to the ground zero of brand opportunity
Social
Media
and
Your
Chapter

2. vortexmiami.com | get to the ground zero of brand opportunity
The key
communications
challenge
of the non-profit?

3. vortexmiami.com | get to the ground zero of brand opportunity
Realizing
it’s “not” about you

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It’s about them

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Everyone already
loves Rotary, right?

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Kinda, sorta*

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*Only if they can
appreciate the value

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How do you make
their life better?

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How do you solve
their problems?

10. vortexmiami.com | get to the ground zero of brand opportunity
How does your
activity
help them?

11. vortexmiami.com | get to the ground zero of brand opportunity
Do you have
similar views
(think “tribes”)

12. vortexmiami.com | get to the ground zero of brand opportunity
Connect through
strategic messaging

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Typical
social
media
strategy

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What
you
should
do

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Build personas

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Where they live
What they do
Home life

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Where do they go for
information?

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What experience are
they looking for?

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Relevancy

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Tone

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Quality and
Creativity

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Why so little
engagement?

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Reality check #1:
They’re not waiting
for your posts

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Reality check #2:
There’s still value in
posting and
connecting

28. vortexmiami.com | get to the ground zero of brand opportunity
Reality check #3:
You must prove
you’re active
engaged and aware

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Tip 1: Grab your
Google map/business
page

30. vortexmiami.com | get to the ground zero of brand opportunity

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Tip 2: Focus on
social channel(s)
your target is
actually using

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Dialogue
Relevant
Connecting
Empathy
Original
Community
Skews
older
Entities & Personal
Links

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Text-driven
w/ imageryBusiness
Community
Interest
Groups
Showcase
Pages (paid)
Great for
prospecting
Broad
demographic

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Minimal
Dialogue
Activities
Interests
Posts get
emailed to followers
Insights

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Video
search engine
Popular
Extends
visit time
Encourages
Sharing
Engaging

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Opinions,
not dialogue
News
Currency
Insights
Personal and
Brand Pages

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Direct
messaging
Now!
Exhibitionists
Single image
or videos Trends
Stories
Phone-based
No links

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Expires
automatically
One-to-one
Stories for
large brands
No
“trail or prints” More
personal
but changing

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Tip 3: Actively
follow and connect
with your target

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Tip 4: For most of us,
it’s a “long” play
(not overnight or after one post)

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Reality check #4:

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Reality check #5:

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Make Waves
Study competitors
and larger brands
Offer helpful
content
Craft your
message
Participate,
encourage
comment
Avoid Politics
and Religion

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Tip 5:
Relevant content
attracts and keeps
followers

45. vortexmiami.com | get to the ground zero of brand opportunity

46. vortexmiami.com | connecting brands with customers by designvortexmiami.com | get to the ground zero of brand opportunity
Reach vs engagement
It takes time and
the right content

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Review results

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Tip 6:
Support the
Buyer’s Journey

49. vortexmiami.com | connecting brands with customers by designvortexmiami.com | get to the ground zero of brand opportunity
4 Phases of the “buyer’s journey”
1. Prospects are doing broad research
2. Leads are evaluating
3. Buyers look for and expect: quality,
reliability and support
4. Brand champions look to be rewarded

50. vortexmiami.com | connecting brands with customers by designvortexmiami.com | get to the ground zero of brand opportunity
Win hearts, then minds
Focus on content with appeal
Karen drives traffic to her
personal page and then invites
new friends to a group and then
product website

51. vortexmiami.com | connecting brands with customers by designvortexmiami.com | get to the ground zero of brand opportunity
Win hearts, then minds

52. vortexmiami.com | connecting brands with customers by designvortexmiami.com | get to the ground zero of brand opportunity
Win hearts, then minds

53. vortexmiami.com | get to the ground zero of brand opportunity
Pick Any Three
Personal Relevant
Valuable
Interesting
Original
Truthful

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You’re trying to
drive action:
web traffic, sign-up,
donation, etc.

55. vortexmiami.com | get to the ground zero of brand opportunity
Facebook Tools

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Video,Live Video and
Hashtags

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Uploaded Live

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#hashtags
#thinkcommonterms
#avoidhumor
#berelevant

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Cover Picture

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“Pages”

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Groups

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Facebook
Ad Platform

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Because
you’re not always
preaching
to the choir

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Facebook
Event platform

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Facebook
Donation Tools

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Woobox
Contests, Games,
Coupons

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Instagram Tools

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Stories

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Swipe left to shoot
and see tools
Instagram must have
access to mic and
camera

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Linktree
Landing page

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Juicer

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Social Drift
Audience Building

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Now, it’s your turn

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Let’s Post
on Facebook

85. vortexmiami.com | get to the ground zero of brand opportunity
Post on “Page”,
share to
personal profile

86. vortexmiami.com | get to the ground zero of brand opportunity
Write message, then
support with image

87. vortexmiami.com | get to the ground zero of brand opportunity
Let’s Post
on Instagram

88. vortexmiami.com | get to the ground zero of brand opportunity
Image first
Then text

89. vortexmiami.com | get to the ground zero of brand opportunity
Measure

90. vortexmiami.com | get to the ground zero of brand opportunity
Consider the
alternatives

91. vortexmiami.com | get to the ground zero of brand opportunity
Email Marketing

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Direct Selling
Handouts

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Tip 7:
Be Patient and
Consistent

94. vortexmiami.com | get to the ground zero of brand opportunity
Thank you!

95. vortexmiami.com | get to the ground zero of brand opportunity
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