raleigh workshop: a small step, a giant leap final rjh 021809 capstrat
DESCRIPTION
Opening presentation by Roger Harris, Capstrat at 2/19 digital workshop in RaleighTRANSCRIPT
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A small step, a giant leapLaunching your non-profit
into social media space
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The “social”
• Giving voice to the individual• Individual control• People share • People quickly find and connect• Conversations about your organization• Virtual communities
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The “media”
• Technologies that allow creation and sharing of content
• Web 2.0• Democratizing information• Low barriers to entry
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Social media technologies
• Blogs– News, diaries
• Social networks– Friendships, job-hunting, politics
• Wikis– Knowledge, research
• Mobile– Telephone
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Social media technologies
• Flickr– Images
• YouTube, Netflix– TV, video
• Delicious, Digg– Bookmarking URLs
• Podcasting– Radio, audio
• Twitter (microblogs)– Conversation, crisis management
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Social media…
• Builds relationships– Donors– Volunteers– Employees– Vendors– Customers or members
• Engages new audiences• Maintains competitive advantage• Impacts decisions
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Why your non-profitneeds social media
• Gain market insights
• Enhance your brand
• Connect with stakeholders
• Save money
• Generate revenue
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Getting started
• Create a social media strategy
• Identify your audience
• Evaluate your online reputation
• Establish crisis management process
• Assess and implement tactics
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Listening and monitoring
• Listen– Search
• Web: Google• Blogs: Blogsearch, Technorati• Forums: Boardreader• Bookmarks: Delicious, Digg
– Monitor• Google Reader (RSS)• Google Alerts
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Things to remember
• Honesty, transparency, openness
• You are human
• Be yourself, be individualistic
• Avoid “corporate” messages
• It’s not IT, it’s communications
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Possible tactics
• Community forum– Donors– Volunteers
• Thought leader blog
• Brand ambassador
• Ratings and reviews
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62262
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Aggregator-disseminator model
• Aggregate – pull in, receive
• Disseminate – push out, send
You DisseminatorAggregator
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Thank you!
• Email: [email protected]
• Phone: 919 573 6307
• Twitter: @rharris
• LinkedIn, Facebook, etc.