bgc social media 2010 & beyond
DESCRIPTION
Workshop presentation at the Boys & Girls Clubs annual State Conference on April 21, 2010.TRANSCRIPT
©Copyright Laurie Boettcher 2010
Social Media2010and
Beyond
©Copyright Laurie Boettcher 2010
How many of you . . .
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Tonight:1. Social media basics
©Copyright Laurie Boettcher 2010
Tonight:1. Social media basics
2. Social media as a marketing tool
©Copyright Laurie Boettcher 2010
Tonight:1. Social media basics
2. Social media as a marketing tool
3. Campaign ideas
©Copyright Laurie Boettcher 2010
Tonight:1. Social media basics
2. Social media as a marketing tool
3. Campaign ideas
4. What’s coming next
©Copyright Laurie Boettcher 2010
Tonight:1. Social media basics
2. Social media as a marketing tool
3. Campaign ideas
4. What’s coming next
5. Q&A
©Copyright Laurie Boettcher 2010
Social media basics.What is social media?
Basically, it is web sites where, for free, we can connect and interact with other people.
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Obviously confusing and intimidating.
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But, we can break this down into something manageable.
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Social Media Landscape
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Social Media Use
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Why should we care?• Connect with family and friends
• Professional networking
• Stay current on industry/clients/etc.
• Fun and entertainment
• Take control of our online identities
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Why else should we care?http://www.youtube.com/watch?v=sIFYPQjYhv8
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©Copyright Laurie Boettcher 2010
SM as a marketing toolWhat it is NOT: What it is:
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SM as a marketing toolWhat it is NOT:• The answer
What it is:• An invaluable tool
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SM as a marketing toolWhat it is NOT:• The answer• A stand-alone
What it is:• An invaluable tool• Another tool
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SM as a marketing toolWhat it is NOT:• The answer• A stand-alone• 100% free
What it is:• An invaluable tool• Another tool• Uses time and talent rather than $$$
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SM as a marketing toolWhat it is NOT:• The answer• A stand-alone• 100% free
• Low-maintenance
What it is:• An invaluable tool• Another tool• Uses time and talent rather than $$$• Requires consistent managing and monitoring
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SM as a marketing toolWhat it is NOT:• The answer• A stand-alone• 100% free
• Low-maintenance
• A fleeting fad
What it is:• An invaluable tool• Another tool• Uses time and talent rather than $$$• Requires consistent managing and monitoring• Fundamental shift in the way we communicate
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Social media is taking a step back to see how we can integrate social media marketing into traditional marketing to achieve optimum results with the lowest possible cost.
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Social media vs traditional marketing
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Direct marketing and brand marketing.Direct marketing. Focuses directly on generating members, donors, and funding: tradeshows, websites, e-mail blasts, direct mail, etc.
Brand marketing. Seeks to create an image or reputation for our Club in the mind of our members: advertising, public relations, sponsorships, logos, tag lines, etc.
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Direct marketing and brand marketing are not enough anymore.
People, consumers, want to be engaged.
We want to interact.
We want to connect.
We want to feel part of organizations we love.
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Social media marketing.It's a multi-way dialog. Clubs talk to members, members talk to clubs, and - most importantly - members talk to each other.
It's participatory. SMM depends on user participation – that’s what makes it social.
It's user-generated. Most content is created by users.
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So, let’s say we want to get in the game.
What are our first steps?
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Listen first.
• Members
• Schools
• Community leaders
• Donors and sponsors
• Trade organizations
• Competitors
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Then plan.
• Goals, objectives, strategies, and tactics
• Platform selection (side tangent)
• Definition of success
• Schedule of consistency
• Social media policy (side tangent)
©Copyright Laurie Boettcher 2010
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Then plan.
• Goals, objectives, strategies, and tactics
• Platform selection (side tangent)
• Definition of success
• Schedule of consistency
• Social media policy (side tangent)
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Create a presence.
Using our plan, create accounts with appropriate social media platforms.
Use our Club logo, tagline, etc. to incorporate branding.
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Engage and interact.
Once our presence is created, start inviting followers.
People are always worried about quantity, when we should be worried about quality followers.
Strong content along with engagement and interaction will attract more followers.
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Manage and monitor.
Stay the course with our social media plan and manage our accounts appropriately and consistently.
In our social media plan, how did we define success? Are we there? What can we do to take it to the next level?
©Copyright Laurie Boettcher 2010
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This process must constantly continue, and constantly incorporate new technologies and trends.
• Listen
• Plan
• Create a presence
• Engage and interact
• Manage and monitor
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CampaignIdeasWe have an event approaching.
What traditional media can we use?
How can we use social media?
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Table exercise.
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What’s coming next?• Continued evolution.
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What’s coming next?• Continued evolution.
• Increase niche platforms.
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What’s coming next?• Continued evolution.
• Increase niche platforms.
• Business suaveness.
©Copyright Laurie Boettcher 2010
What’s coming next?• Continued evolution.
• Increase niche platforms.
• Business suaveness.
• Location-based software.
©Copyright Laurie Boettcher 2010
What’s coming next?• Continued evolution.
• Increase niche platforms.
• Business suaveness.
• Location-based software.
• Payers, spammers, and porn.
©Copyright Laurie Boettcher 2010
Before I go . . .For the continued health, vitality, and growth of your Club, I implore you to become a member of LinkedIn.
Use it to control your professional identity and gain credibility.
Build a professional rolodex.
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Questions?
Laurie BoettcherSpeaker, Trainer, and Social Media Enthusiast
©Copyright Laurie Boettcher 2010
©Copyright Laurie Boettcher 2010