Social Media Building A Fan Base

1Message Magnifiers for Non-Profits

Yes, Non-Profits CAN create an Energized Fan Base through

Social Media!

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November 24, 2009


is this really something we should be taking up?


to be effective, you must speak their language


the landscape is very vast

•depending on your objective from the beginning, your choice of channels/ tools will vary


step one: who will speak for the organization?

•social media is a personal affair...in fact, “social”

•who will speak for the organization will depend on who your publics regularly interact with

•social media and the internet is always on = who selected becomes the organization


what’s our objective here?

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Message Magnifiers for Non-Profits

building a fan base involves 3 steps7

• monitoring & identifying your unique message

• where does your audience congregate?

•build your profiles:•outposts & anchors

• pulling it all together so that “fans” come to you:

• regular and good content is the bait

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•telling your story•seeking your audience

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getting started


it’s about your story, not the tools•social media is just one of many tools in a non-profit marketer’s kit

•the strategy is all about facilitating conversations and eventually, letting go

•just as with traditional media relations, it’s about “news worthiness”

•why should someone care: timeliness, novelty, consequence, human interest, prominence, proximity

•*****lay out the principal elements in a scheduled fashion for regular release through your channels****

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finding your audience 10

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push vs. pull marketing11

✓ press releases✓ email

✓ “friending”✓ commenting

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1.twitter search

2.follow like-minded individuals

3.follow their followers

4.monitor regularly for return follows, ensure a balance between your followers vs. following

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pull tactic: twitter is an excellent starting point

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pull tactic: commentingseek interesting discussionspresent provocative ideasavoid self-serving “look at me” commentscomment and leave your url

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Message Magnifiers for Non-Profitspush tactic: Social Media News Releases

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

Changed to bullet formatOptions for viral marketingEnsure SEO written and Google-friendlyAdd tags for Facebook, De.li.cious, Digg, etc.


push tactic: email newsletters➡ pushing provocative content➡ links over to blog➡ links over to social media profiles➡ encourage forwarding➡ email signatures

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•where are your audiences?

•delivering content and value

•providing a valuable exchange

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building your outposts

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who are influencers?

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research where you need to be

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you can’t nor should you be everywhere

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prioritizing your spaces

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to blog or not to blog...

•how often can you contribute something new & unique?

•is there more value in the interim in contributing elsewhere?


•keep posts short and regular

•drive your newsletter to the blog

•integrate the feed into your main site

•actively encourage comments through questions

•be provocative

•stay in tune with the big issues in your sphere

assuming you do blog...

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pulling it all togethermanaging your timemeasuring and evaluating

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Beth Kanter: How Much Time Does It Take To Do Social Media?•5 hours/week to start listening

•10 hours/week to participate

•10-15 hours/week to generate buzz

•20+ hours/week to build a community

•(At least ) 3-6 months before you start seeing tangible results

http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

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you will need to measure it all•will vary from one organization to the next but can include:

•numbers of followers

•engaged influencers

•comments

•linking over to your blog

•social media monitoring strategies also measure tone and viral spread

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Online Social Media for Associations & Not-for-Profits25

• complete step by step advice on Anchor and Outpost strategy

• prevent others from hijacking your identity• develop your own YouTube Channel – with

Guru status• update your "status" on all of the social

networking sites (and on Twitter) with one click

• sites you should join – and which you should not

This is a book on strategy, and includes specific, step-by-step instructions to implement that strategy. It is written to provide value for all who are interested in developing online reputation

Pre-order your copy now for $42.99CDN (about $40 US)

www.actionstrategies.ca

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•Traditional and online public relations:•Social Media strategy, blogging, community development and management

•Communications plans•Media relations•Revenue generation & membership recruitment/ retention

•Stakeholder engagement•Increasing event attendance

•Register NOW for our intensive social media packages in training, profile development, and management

who is Action Strategies?

www.actionstrategies.ca

Social Media Building A Fan Base

Business

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