social media - marketing and fundraising
DESCRIPTION
Presentation given at the 2009 Emerging Leaders Conference.Copyright © SmartWave ConsultingTRANSCRIPT
Using Social Media forMarketing and Fundraising
Matt RichardsonOwner, SmartWave Consulting
Twitter: @smartwavetech
#ArtWiLeaders09
Basics of Social Media
The Tool Has Changed The Game*The tool created the demand How You Present Yourself How You Stay Viable
Social Phenomenon Skylight Obama
Philosophy of Communication
All communication should contain: Acknowledgement Primary request Options to participate Urgency Your Identity
Philosophy of Communication
Virtual relationships are important Facebook Tweetups Online dating
Philosophy of Communication
Transparency!!! Transparency=awareness Give people options to be creative with YOU Increased risk, increased reward Level the playing field
Operational Models
Old Brick And Mortar We are a vital institution Focus on donors by dollar amount Live patronage and subscription models Primarily market to existing contacts
Operational Models
New Interaction can happen anywhere, anytime Provide a community of interaction Focus on more donors at any dollar level Provide various methods to connect with you Offer virtual and live options for engagement
A Nation Unto Yourself Foreign relations Politics
Board Staff Patrons Donors Public
Culture & Community Economy
Tourism Taxes Investments
YOU
Old Practices, New Mediums
Establish your own meritocracy Do something, get something Reward system
Does not always have to be monetary!
Establish ranks
Old Practices, New Mediums
Define the goal of the marketing campaign Monetary Advocacy Awareness
Audience Relationship
Key Concepts Your audience is as big as the number of
people who know about you Interactions can happen anytime, anywhere
Audience RelationshipPromote activism and encourage cheerleadersIf an individual does not want to donate money, ask them to
advocate for you either online or in person, and reward them.
Establish your own meritocracy (VIPs)Provide incentives to your audience for active participation by
rewarding or acknowledging every interaction.
Audience RelationshipAcknowledge interactions quickly!If someone donates online, respond with an automated thank you
immediately.
Give them options to interact with youIf you ask for money, give them another option to stay involved.
Establish unique voices for your communicationsSend communications that have a personalized style.
Audience Relationship
Make it easy! If you are asking for something, make it easy to do.
Show that you listen to your communityUse tools that monitor these mediums, provide quick and
personalized responses, and acknowledge them in your communications.
Audience RelationshipBe honest, and promote transparencyEncourage awareness and participation in your organization's
efforts.
Direct traffic to your web site
Use your site to provide information on your product and your organization, offering videos, images, audio and text on your site that is easily accessible.
Audience RelationshipUse the right tool for the jobUse e-mail services to track detailed activity, while web sites can
monitor volumes of traffic to specific content.
Establish your communityCreate your community from the inside out, and then invite people
into your community.
Don't be afraid of the “P” wordIf you want or need something from your audience or the community, ask them for help.
Small & Achievable Goals
PLANNING
REVIEW INITIAL
FOLLOW-UP
Selecting Your Tools
Information Twitter SMS (Text Messaging)
Facebook Pages LinkedIN
Blog
Multimedia
Requests (Letters) E-mail Paper Facebook Message
Internal Instant Messaging Group Sites
Your audience integrates with more than one of these methods. Put them to work as an agent of distribution!!
Web Sites Squarespace Interspire Hypersites Build Your Own Multimedia
– YouTube– Flickr
Twitter™ Calls to action (as in: “please ReTweet”), while
they might sound cheesy, work very well to get ReTweets
Timely content gets ReTweeted a lot Freebies are popular Self-reference (Tweeting about Twitter) works Lists are huge People like to ReTweet blog posts
Courtesy of Dan Zarella via Clive Thompson @ collisiondetection.net (originally on mashable.com)