guide to getting social
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Guide to getting social
Chris Bernier, MBAThursday, November 15th, 2012
Stoweflake Resort, Stowe, VT
Hi.Name: Chris Bernier, MBA
Day Job: Director of Marketing and Development for Special Olympics Vermont
Night Job: Asst. Director of Communications for Special Olympics Team USA
Connect: chrisbernier.me; @cbernier
ObjectiveFind the starting line
What is it?
Does it make sense for my organization?
Selection of tools
Define Social Media employ web and mobile based technologies to support interactive dialogue and “introduce substantial and pervasive changes to communications between organizations, communities and individuals” SOURCE: (wikipedia.org, 11.14.12)
Social Media is like Composting
Ingredients come from many places
Organic process that needs you to pay attention
Won’t work if you neglect it
Guidelines, but no right or wrong way
Filling the StadiumLong-term strategy to build relationships
Invite prospects and key stakeholders to follow/join/contribute
Build your audience
Not just for kids
EngageAsk folks to do things
Let your stakeholders share on their networks
Call out folks you want to connect with
ConsistencyImportant that you maintain consistency in messaging
Find your voice and stick to it
Few administrators of accounts; too many confuses message and voice
Often overlooked and not well thought out
ListenDon’t use social media if you’re not going to listen
Follow other brands who you think are doing a good job
Utilize tools (tweetdeck for Twitter to follow hashtags)
Be RelevantWork to identify your audience
Stakeholders can easily follow/unfollow based on what they see
Do people want photos? Research? Examples of where their funds are going?
Share
Sharing content is encouraged. It’s a
conversation after all.
Cross PollinateLeverage existing communications to build social media
Leverage supporters to build your case
Ask enews subscribers to ‘like’ on Facebook
Ask donors to tweet that they just donated to your organization
Tools(oh yeah, they’re
free)Facebook (fish where the fish are)
Twitter (be patient here)
Linkedin (organization page)
Instagram (maybe)
Tweetdeck/Hootsuite (monitor)
Well Played
Quality, not QuantityDon’t get wrapped up in the
“how many likes” do you have game
Grow your audience, but grow it right
Key influencers (donors, prospects, etc)
Brand IntegrationThis is no different than other marketing channels
Must be present at the strategy discussion
“A brand should be treated like a person, with a set of beliefs, values and a moral compass” (S.
Keating, Puma)
Digital ClassroomNo such thing as guru. Guru’s master things and this cannot be mastered
Learn as you bring these tools into your personal and professional world
Experiment without too much
No is OKDon’t feel like you have to
Only if it works for you and your organization’s goals
Tie It UpExperiment
Follow Others
Don’t isolate social media. It should be fully integrated in mar/com
Do engage
Don’t just because they are
Select appropriate tools
Questions?/Comments!
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