Social Media Strategy

ACGC PresentationPresented by: Arleigh Vasconcellos, The Agency

AndGena Rotstein, Dexterity Consulting

March 2013

Agenda

1. Introductions2. What is Digital Marketing3. Trends in the sector4. Place2Give case study5. Putting theory into action6. Presentations7. Wrap-Up

Creating an online comms strategy

• What do you want to achieve?

An effective strategy will support an organisation's business plan

“The birth of a brand is achieved with publicity, not advertising."

Creating a plan

Your social media program is the living, breathing final product of your research, brainstorming, and creation

•It needs to be• Researched

• Thought out

• Focused

• Realistic

Digital Communications

• Social Media

• Social Networks

• SEO

• Online Ads

Sub categories

• Social media– Website– Blogs– E-newsletters– Video– Online PR

• Social networks– Facebook– Twitter– LinkedIn– Google+– Reddit– Pinterest• Search Engine

Optimization (SEO)– Paid– Organic

• Online Ads

Target Audience

• Stakeholders• Clients, donors, volunteers, corporate funders

• Media• Industries

• Government, lobbyists, etc.

• Employees

What do I want to tell and teach about my organization?

With a solid program you can connect with your audience over the long haul

Understanding the Message

• What is my end goal?– To increase donations– To grow my volunteer base

• What impact am I trying to achieve?– To bring awareness and therefore change to

my specific cause

• Which combination of digital communications tools best fit my goals?

S.M.A.R.T

• Specific

• Measurable

• Attainable

• Realistic

• Timely

Trends in the Sector

• 84% of Canadians Donate• 40% of donors research charities online

before they donate• 30% year over year growth of online

donations• Ave. $104• Total donations: $10B donated annually;

$4.4B private donors

Stats provided by: Imagine Canada, Canada Helps and Stats Canada

Philanthropy in a Digital Age

2003-2008

• Giving platforms (Canada Helps)

• Micro-lending platforms (Kiva)

• Crowdfunding platforms (Give Meaning, UEnd)

• Points platforms

2008-Present• Giving platforms (ChimpFund)• Research tools (Place2Give, Charity

Intelligence, Charity Focus)• Crowdfunding platforms (Indigogo)• Workplace Giving platforms

(Benevity, I Will Help)• Credit/Debit card platforms

(HaloCard)• Mobile platforms (Mobile

Movement) and SMS platforms (Txt2Give)

• Social Enterprise platforms (SoJo.net)

• Meet-Up events (Awesome Foundation)

• Community events (Charity App Challenge)

Thoughts

• Q & A

5 min break

Case Study

• What are we trying to achieve?– The “Why” of the business

• Who is our audience?• What are the end goals for marketing?• Setting a budget• Create a strategy• Market research– Stakeholders– Competitors

• Pitfalls and Crisis Communications

Thank You

Gena Rotstein Dexterity Ventures Inc.403-860-7572gena@dexterityconsulting.ca

Arleigh VasconcellosThe Agency403-561-4810arleigh@theagencyinc.ca