share don't buy your social media community

Share, Don’t Buy Your Social Media Community

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Patrick KopischkieVP Account Management

Supervisor – Earned Media

HY Connect

@patrickkop @hyconnect

Noah HortonDirector of Foundation Relations

GreaterGood.org

@greatergoodorg

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Audience Poll

• Who is with a nonprofit?• Who is with an agency or a brand? • Who is just here to learn?

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58% of businesses place greater emphasis on cross-sector partnering than they have in the past.

The Guardian, 2012

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Why Brands Partner

Create Buzz

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Why Brands Partner

Create Buzz

Product Innovation

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Why Brands Partner

Create Buzz

Product Innovation

Build Brand

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Why Brands Partner

Create Buzz

Product Innovation

Build Brand

Grow Customer Base

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Why Brands Partner

Create Buzz

Product Innovation

Build Brand

Grow Customer Base

Efficiencies

Most brand alliances fail. Why?- not equal value - mismatched brands- confusing strategyBRAND sense, Martin Lindstrom

5 Elements of a

Successful Social Media

Partnership

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5 Elements of a Successful Social Media Partnership

Compelling Story

Turn what you have to sell into a story.

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Information Overload

People share stories, not ads

The story matters now more than ever

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Chasing the Dream

Stories are now advertising

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Mean Stinks, Stop Girl Bullying

Secret + Rachel Simmons

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Facial Hair Improves Performance

Wahl + Stats, Inc.

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5 Elements of a Successful Social Media Partnership

Like-minded Partner

If it is hard to explain “why this partner” it is not a good fit.

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GreaterGood.org Demographic

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Tiffany & Swatch

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Check Engagement Levels

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Who Do You Want to Work With?

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5 Elements of a Successful Social Media Partnership

“Cause to Action”

When it comes to social media,

the ask is critical.

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Charity Branding = Differentiation

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“What do you want us to do??”

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5 Elements of a Successful Social Media Partnership

Engaged Commitment

Be upfront about partnership

terms and expectations.

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Engagement Starts Here

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Beware of Pre-defined Partnerships

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Avoid the “S” Word

Why sponsor when you can partner?

• Active vs. passive• Less restrictive,

more memorable

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Which one Would you Talk About?

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5 Elements of a Successful Social Media Partnership

Share-ability

Make it easy for people to

share your campaign.

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Make it Bigger Than Social

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Have Stuff to Share

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Make it Mobile

of digital content is viewed on a mobile device

percent of people use mobile device to access facebook

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Choose the Right Time

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5 Elements of a Successful Social Media Partnership

Compelling Story

Like-minded Partner

“Cause to Action”

Engaged Commitment

Share-ability

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5 Elements of a Successful Social Media Partnership

Have fun

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pkopischkie@hyc.com

noahhorton@greatergood.org

THANK YOU!QUESTIONS?