Building Strategically

From Idea to Execution: Ideas that work with any organization

Overview

• Viral Marketing Challenge• The Basics• Choosing Your Champion• Building Your Strategy• Cross Promotion• Promotion Campaigns• Social Media at Your Organization

Viral Marketing Challenge

• What does viral look like?– Digg Swarm

• Accidental vs. Intentional– Farmville, Lil’ Green Patch– Mento’s & Diet Pepsi

• The tail wags the dog – Responding when things work– Challenge of traditional “strategies”

The Basics

• Consistency• Two-way communication– E-newsletter vs. blogging

• Not an also but an and– Integrate with existing fundraising & marketing

• Reusing other stuff• Learn as you go

Choosing Your Champion

• Find someone who is excited about it (even if they don’t know what they’re doing)

• Build excitement• Make time for this and put it in their job

description• You want someone who likes talking to people– Not who you might think– Does not have to be a computer whiz

Building Your Strategy

• Choose your tool(s) and champions• Set realistic expectations • Blogging, Hub, Regular Posting• Campaigns or Communications• What work have you already done– Event program, proposals, other departments

• Consistency

Blogging: Length and Duration

• 5 posts on homepage– Nobody likes scrolling– Advise against summary

posts

• 300 words or less– No less that 100

• One idea at a time

Cross Promotion

• Your Blog’s RSS Feed• Community

Collaboration• Twitterfeed– Regular Posts– Comments

• Linking to Facebook– Tweets to Status– Blognetwork Application

Other Websites

• Reposting your articles– Digg, Stumble– Sphinn, Reddit, Mixx

• Squidoo• Communities– Razoo– Social Actions– Other Ning Sites

Promotion Campaigns

• Budget or Probono• Blog-centric Strategy– Popular Recognized Blogs– Associates & Friend Blogs– Building the Relationship Blogs

• Have a Reason• Costs and ROI on paid advertising

Social Media at Your Organization

• Make SM an organizational priority • One tool at a time (unless you have a

champion)• Don’t be the wall • Set Best Practices - beware of procedures– Engagement not permission

• Don’t be afraid to try something new