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Successful non-profits and other mission-driven organizations realize that committed, long-term staff, donors and volunteers are worth their weight in gold--they are what keeps an organization afloat and help it to thrive in turbulent times. So how do you build, but more importantly, retain those relationships? “Relationship marketing,” a classic marketing concept, says that success comes from creating customer satisfaction and retention through personal, customized relationships, as opposed to “direct” or “broadcast” marketing, which uses the same generalized message to sell products to the masses. Relationship marketing is also the “secret sauce” behind the successful use of social media, especially for non-profits and other mission-minded organizations with a need to create an emotional connection between themselves and their audience(s). In this workshop, you will learn why relationship marketing and social media go together like peanut butter and jelly, as we explore where and how to build relationships online. We will cover: -Relationship marketing vs. Broadcast marketing -The strengths and weaknesses of playing in someone else’s community and/or building your own community -Effective storytelling--getting clear on your message and your audience(s) -How to integrate social media into organizational workflow -What makes people choose a relationship -The importance of making emotional connections with “friends” and “fans”, not just “customers” and “donors” -How to invite people to engage online -How to create charismatic content -How to create two-way conversations -How to nurture online relationships -Beginner, Intermediate and Advanced ideas for social media engagement
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Harnessing Social Media
For a Cause:
How Non-Profits and Other Mission-Driven Organizations Can
Practice Effective Relationship Marketing Online
A Presentation by Julia Dvorin, “Duchess of Direction” at Archer Web Solutions, LLC
About Archer Web Solutions
• Over 20 years of in-the-trenches work in Internet technology, business development, branding and education
• Our mission: to provide efficient, effective Internet solutions to help businesses and non-profits grow to the next level and “hit the target every time”
• Specialists in content management systems and other technologies that empower “normal” users
Assumption:
Relationships are an Organization’s Key
Asset
Relationship Marketing
vs. Broadcast Marketing
Relationship Marketing + Social
Media
= Peanut Butter + Jelly
What Makes People Choose a
Relationship?•Emotional Connection
•An Invitation to Engage
•Continuing Charismatic Content
•Two-way Communication
How Do You Create Emotional
Connection?•Tell Stories
•Talk About Individuals, Not (Just) Numbers
•Be Real
•Be Personal
•Be Relevant
•Be Trustworthy
How Do You Invite People to Engage
Online?•Be Visible in Community Spaces or in Someone Else’s Online Space
•Interact With Someone in a Giving Way
•Invite Them to Your Website/Blog/Page/etc
•Build Trust and Provide Value
•Offer Your New Contact Engagement Options
How Do You Create Continuing Charismatic
Content?
How Do You Create Two-Way
Communication?•Give Without Expectation
•Listen
•Respond (Quickly!)
•Reciprocate
How Do You Nurture Online Relationships?
•Tailor Tactics to the Space, Yet Be Consistent
•Realize that people live in multiple networks
•Use Your Web Site as Your Hub
•Integrate Social Media Into Your Workflow
•Build Relationships with Influencers
Ideas for Social Media Engagement
Ideas for Social Media EngagementIntermediate:
• Start Blogging
• Push Same Status Update to Multiple Services (Ping.fm, Hellotxt)
• Autopopulate blog to FB/LI, Twitter to LI/Website
• Publicize Events/News on All Platforms
• Create/Participate in LI Group, Answer Questions
• Set Up Social Bookmarking Accounts
• Search to See How Your Content is Tagged
Ideas for Social Media Engagement
Advanced:
• Interact With Social Media Every Day
•Create Channel-Specific Content
•Collaborate on Content Production
•Measure and Tweak, Measure and Tweak
•Experiment (and Measure and Tweak)
Take-away Points•Relationships make a non-profit run
•Social media helps you create and nurture relationships
•Invite people to engage...and stay engaged yourself
•Smart Monkeys use tools
•Make a plan for your social media goals (and follow it!)
What Are You Doing With Social Media?
•What’s working?
•What’s not working?
•What do you want to try next?
•What would you recommend to other organizations?
Thank you!
For more information please visit www.archerwebsolutions.com
Or email me at [email protected]
LinkedIn: www.linkedin.com/in/juliadvorin
Twitter: @archerweb
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