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Say What?Conteent
You Are The Future                              - Peter Drucker (d. 2005)         “If you want to be interesting,         ...
On Engagement                - David Ogilvy
Strategy Is QueenContent Strategy Is Queen                            - Abigail Adams (sort of)                           ...
Why Content Strategy?           “The main goal of content           strategy is to use words and           data to create ...
Communicating Your              MissionUse brand architecture to go from the             abstract to the specific.
Mission, Purpose, Brand        We’re not that different.
Mission, Purpose, Brand        YOU ARE HERE
Tie Messaging to Brand         VISION: A world where good prevails over evil.                           Luke, I need      ...
0    Audience & Positioning                                     ALL OUR AUDIENCES     VolunteerMatch is the Web’s largest ...
1     Audience & Segmenting                  Volunteer        Nonprofit        Multichapter       Business/Govt/Sch     MS...
Your Responsibilities to Brand
StorytellingUse the basics of story to connect on a     human level and sustain interest.
Story Is A Journey                     Photo: aepoc
Be The Change                WORLD                COMMUNITY                My family       CHANGE                   and   ...
The Volunteer‟s Story                                       Achievement                                       “Saving the ...
The Engager‟s Story                                       Achievement                                       “Great work,  ...
Parts of Not Volunteer StoryStories the Programs            I‟m a            story!                               I‟m a   ...
Collecting & Curating      the Experience    Optimizing For Storytelling
Social Media                        Sharing SavingPhoto: Flickr/courosa
Determine the Need             ConstituentsSaving                      SharingSocial Sharing Public
Improve Your Odds  • Invest in cameras! Remind supporters to    bring cameras.  • Run photo/video/story contests  • Send o...
Corralling Your Content                               Professional                     Videos                             ...
Website Commandments                     “Your Support                     page MUST have                     a range of o...
How Much Is Too Frequent?                            25
Creating Flexible Content  • Make it easy for supporters to share.  • Avoid cross-posting if you can. Follow    specificat...
Bringing It TogetherSocial Content & The 3 Rs of Volunteer                         Engagement
3 R‟s In Action                       Friend          Recognize              Recruit                      Coming          ...
3 R‟s In Action              Recognize, Recruit
3 R‟s In Action              Recognize, Recruit
3 R‟s In Action              Recognize, Recruit
3 R‟s In Action                  Recruit
3 R‟s In Action                  Recruit, Retain.
3 R‟s In Action                  Recognize
3 R‟s In Action                  Recruit
3 R‟s In Action              Recruit, Recognize
Friends of Trees                   “If we can reach lots of people via social                   media those are part of th...
Friends of Trees
Friends of Trees
Friends of Trees
Friends of Trees
3 R‟s In Action
3 R‟s In Action
3 R‟s In Action
Workshop!What‟s Your Social Media       Content Strategy?                 30 Minutes
Say What? Final Tips on Social Media & Content • As culture is changing, people want what you have. Be   confident and pro...
Awesome Content ResourcesGeneral Content and Social Media   Forum One                                   www.forumone.comBe...
Say What?Conteent
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Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

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Content Strategy & Social Media | by Robert Rosenthal | Presented during the Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

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Content Strategy & Social Media | by Robert Rosenthal | Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service

  1. Say What?Conteent
  2. You Are The Future - Peter Drucker (d. 2005) “If you want to be interesting, be interested.”For internal purposes only.Photo: h.koppdelaney/Flickr 2
  3. On Engagement - David Ogilvy
  4. Strategy Is QueenContent Strategy Is Queen - Abigail Adams (sort of) 4
  5. Why Content Strategy? “The main goal of content strategy is to use words and data to create unambiguous Rachel Lovinger content that supports meaningful, interactive experiences.” “If you want to be interesting, Content Strategy: The Philosophy of Data (2007) be interested.”
  6. Communicating Your MissionUse brand architecture to go from the abstract to the specific.
  7. Mission, Purpose, Brand We’re not that different.
  8. Mission, Purpose, Brand YOU ARE HERE
  9. Tie Messaging to Brand VISION: A world where good prevails over evil. Luke, I need to tell you MISSION: We leverage mystical forces as part of a Universal something. alliance to protect peace and justice. POSITION: We want everyone to think of us as mysterious but ultimately helpful bad asses. OK, Obiwan, but stay on message. MESSAGING GUIDE: The Force (n.): Good way to describe our strange powers. Reminds folks we‟re channeling energies that exist all around us. Also: #TheForce SAMPLE MESSAGE: We‟re gathering. Join us 11/3 as we use #TheForce to destroy the #DeathStar. Good v evil! Pls RSVP: jed.is/KLT72 #shhhh
  10. 0 Audience & Positioning ALL OUR AUDIENCES VolunteerMatch is the Web’s largest volunteer engagement network, offering solutions to make it easier for individuals, nonprofits and companies to make a difference. make easier for individuals, nonprofits and companies to make a difference. CORPS, GOVT, MULTICHAPTER AGENCIES, VOLUNTEERS NONPROFITS NONPROFITS CAMPUSES WeWe make it make it easier We make it easier We make easier WeWe make it make it easier WeWe make it make it easier easier for you to for you to find a for your easiermanage to to manage easiermanage to to manage find a great place great place to organization to find successful successful to volunteer. volunteer. the volunteers you national volunteer community need. recruitment engagement programs. programs.
  11. 1 Audience & Segmenting Volunteer Nonprofit Multichapter Business/Govt/Sch MSM Policy Funders Nonprofit ool/CSR Press Media/Acad Makers emic Type of Consumer B2B Advocacy & Outreach Audience Web services Web Services What they It’s hard to It’s hard to It’s hard to Good CSR is hard to It’s hard to find info about important think find a good find a good help our do. volunteer trends. place to volunteer. chapters volunteer diversify recruitment Web home VolunteerMatch.org Social home Our Engaging VolunteeringIs N/A Facebook Volunteers.org CSR.org Page Twitter @volunteermatch @vm_solutions @volunteermatch Facebook Our Facebook Page LinkedIn VolunteerMatch at Linkedin VolunteerMat VolunteerMatch at Linkedin ch Solutions Sub Group
  12. Your Responsibilities to Brand
  13. StorytellingUse the basics of story to connect on a human level and sustain interest.
  14. Story Is A Journey Photo: aepoc
  15. Be The Change WORLD COMMUNITY My family CHANGE and friends ME
  16. The Volunteer‟s Story Achievement “Saving the Obstacle Universe? Best thing I ever did!” “Whoa, Death StarInstigation ahead. Nevermind!” “This princess totally needs me!”
  17. The Engager‟s Story Achievement “Great work, Obstacle Luke! Just two “Yup, this is more films to hard. But go!”Instigation remember the“She‟s Force thing?depending on Give it a shot.”you, Luke. Hey,how „bout a lightsaber?
  18. Parts of Not Volunteer StoryStories the Programs I‟m a story! I‟m a program! Who’s more engaging?
  19. Collecting & Curating the Experience Optimizing For Storytelling
  20. Social Media Sharing SavingPhoto: Flickr/courosa
  21. Determine the Need ConstituentsSaving SharingSocial Sharing Public
  22. Improve Your Odds • Invest in cameras! Remind supporters to bring cameras. • Run photo/video/story contests • Send out surveys/polls • Engagers volunteers as reporters and shooters • Monitor channels for comments/testimonials • Remind supporters to use hashtags
  23. Corralling Your Content Professional Videos Networks (Youtube) (LinkedIn) Social Events Networks (Eventbrite) (Facebook) Volunteer Micromedia Website/ lead sources (Twitter) Blog (Volunteer Match) 23
  24. Website Commandments “Your Support page MUST have a range of options like donating, gifts in kind, and “You MUST have “The word volunteering.” a page dedicated volunteers MUST to volunteering… appear on your with links to your home page or social networks.” your website.” Jayne Cravens, Coyote Communications 24
  25. How Much Is Too Frequent? 25
  26. Creating Flexible Content • Make it easy for supporters to share. • Avoid cross-posting if you can. Follow specifications for different platforms. • Write messaging guides for everyone ahead of time. • Include links to photos, graphics or videos for preview and recap. • Remember: It’s not collected until it’s archived. 26
  27. Bringing It TogetherSocial Content & The 3 Rs of Volunteer Engagement
  28. 3 R‟s In Action Friend Recognize Recruit Coming back for more & telling others about it Work Family Retain
  29. 3 R‟s In Action Recognize, Recruit
  30. 3 R‟s In Action Recognize, Recruit
  31. 3 R‟s In Action Recognize, Recruit
  32. 3 R‟s In Action Recruit
  33. 3 R‟s In Action Recruit, Retain.
  34. 3 R‟s In Action Recognize
  35. 3 R‟s In Action Recruit
  36. 3 R‟s In Action Recruit, Recognize
  37. Friends of Trees “If we can reach lots of people via social media those are part of the touches that contribute to turning volunteers out to our events” “While we dont understand the exact impacts on our other goals, we suspect only good things are coming from our social media efforts.” Jenny Bedell-Stiles Volunteer & Outreach Specialist Friends of Trees
  38. Friends of Trees
  39. Friends of Trees
  40. Friends of Trees
  41. Friends of Trees
  42. 3 R‟s In Action
  43. 3 R‟s In Action
  44. 3 R‟s In Action
  45. Workshop!What‟s Your Social Media Content Strategy? 30 Minutes
  46. Say What? Final Tips on Social Media & Content • As culture is changing, people want what you have. Be confident and proud. • To engage, be engaged first. • Let your brand guide your messaging. • It’s all about stories. Their story, your story, our story. • Don’t forget your website. It comes first. • Which platforms you use depend on what you intend to accomplish. There are differences. • Social media makes the 3 Rs easier.
  47. Awesome Content ResourcesGeneral Content and Social Media Forum One www.forumone.comBeth Kanterwww.bethkanter.org Social Brite www.socialbrite.orgNTENwww.nten.org Specific to Volunteer EngagementSocial Media for Nonprofits Engaging Volunteers (VolunteerMatch)www.socialmedia4nonprofits.org www.EngagingVolunteers.orgBcause Coyote Communicationswww.bcausemedia.com www.coyotecommunications.comBig Duckwww.bigducknyc.com
  48. Say What?Conteent

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