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Don’t grow your social community on your own! Many brands crave a larger social media following on channels such as Facebook and Twitter. But how do you get the numbers brands want with the quality that counts? Using an award-winning social media campaign we will share best practices for aligning with like-minded brands and organizations as a means of building community. Learn the steps to establishing a successful social media partnership between two brands and “sharing” your social media fans. Take away best practices and new ways to think about social media community, engagement and growth.
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Share, Don’t Buy Your Social Media Community
#smwshare
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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?
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