converging trends impacting associations & nonprofits
DESCRIPTION
Three converging trends -- social media, content marketing and cause marketing -- are impacting the future of associations and nonprofit organizations.TRANSCRIPT
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Making Dreams Fly®
Converging Trends Impacting Associations
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Making Dreams Fly®
Converging Trends Impacting Associations
ContentMarketing
CauseMarketin
g
SocialMedia
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SOCIAL MEDIA
ContentMarketing
CauseMarketin
gSocialMedia
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Social Media
• Blogs• Google News Alerts• Facebook / MySpace• YouTube• LinkedIn• Twitter• Flickr
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What: Community, relations, research
Old: Word of mouth, networking
New: Web-based tools w/o gatekeeper
Why: Community-member building
Social Media
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Social Media
Strategic advantages for business, brand, associations, individuals
A blank white boardCombines audio, video, textFunctions: communicate, engage,
education, market Values: sharing, giving, transparency
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Social Media
DEFENSIVE: Research ToolGoogle News AlertsTwitter SearchSlide Share
PRO-ACTIVE: Branding & Member Tool
Sharing2-way communicationsFund-raising
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Defensive / Research
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SlideShare
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Social Media as Fundraiser
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CONTENT MARKETING
ContentMarketing
CauseMarketin
gSocialMedia
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What: Sharing content NOT sellingOld: Controlled, Members OnlyNew: Open to all (w/exceptions)Why? Be filter for members
Be thought leaderIf you don’t someone else will
Examples: marketingprofs.comraintoday.comDrakeCo Clients:CLA, DCHA – Tip of Weeks
Content Marketing
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CAUSE MARKETING
ContentMarketing
CauseMarketin
g
SocialMedia
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What: NonProfit & For ProfitOld: PhilanthropyNew: Marketing for Purpose & PassionWhy: Engagement, awareness, fundsExamples:
Trees for TroopsMO KidsFirstGolden Corral, Applebee’s
Cause Marketing
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Sam’s, Aquafina & KAB
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50,554 military families received farm-grown Christmas trees Delivered to 53 military locations in 17 countries Coordinated international media coverage
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Social Media & Cause
• SM can enhance impact of cause marketingExamples: Twestivals; Tweetsgiving;
TweetUp4Troops• Follow SM “rules of engagement”• Don’t exclude traditional media /
networking
http://bit.ly/22HmP0
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Twitter & Fund-raising
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Putting It All Together
• Content – become thought leader• Social Media – engage members• Cause – excite & energize members
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Resources
SOCIAL MEDIA SM ROI & other numbers: http://bit.ly/4lOSmW SM “Flower” for Volunteers: http://bit.ly/1yd8z6 Twitter is NOT Social Media: http://bit.ly/3HoyJd
CONTENT MARKETING Content that Sleeps, Creeps, Leaps: http://bit.ly/1wk1Un 4-Step Strategy: http://bit.ly/FPZdt Content Marketing Playbook: http://bit.ly/QJ5oO
CAUSE MARKETING CM Guide: http://stepbystepfundraising.com/guide-to-
cause-marketing# Cause Marketing Forum: www.causemarketingforum.com www.Causeaholic.com
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Converging Trends Impacting Associations
Steve DrakePresidentDrake & [email protected]/449-5050Twitter: @stevedrake
@causeaholicLinkedIn: Steve DrakeSlideShare:Steve DrakeBlog: http://blog.drakeco.comBlog: www.causeaholic.com