Social Media for Non-Profit, Government & Religious Organization Events
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1 The Power of Social Media for Non-Profits & Religious Organizations
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The largest and best Greek Festival in Southern California is the Orange County (O.C.) Greek Fest in aheim. This presentation was shared with their Festival team about how to use social media to drive awareness for their major event. It includes research and marketing strategy and recommendations to fix their social media problems that are applicable to non-profits and government agencies.
Transcript of Social Media for Non-Profit, Government & Religious Organization Events
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The Power of Social Media for
Non-Profits & Religious Organizations
Teri Thompson
Austria Cuba
Canada
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•One Tweet – a message with no more than 140 characters – turns into $33 million-plus in Haitian disaster relief •A Town Hall meeting on transportation systems in Orange County, California is viewed in real-time in •Russia •Western Europe • Asia •Former struggling competitors are thriving by sharing customers
Consider The Following
IF NOT FOR YOURSELF, THEN FOR YOUR STAKEHOLDERS •100,000 people a day are joining a community somewhere around the world* •Audiences and consumers are relying on each other for buying decisions “Reviews are the New Advertising” “Conversation is Currency” •Be aware of how to harness these platforms for professional and personal branding •Stay relevant and connected!
*Source: ning.com 2009
WHY SHOULD I CARE?
2010 United States Library of Congress
Archive all tweets from 2006 into the future for
historical purposes
“Plane on the Hudson”
“ Arrested” Stanford student
Real-time is simultaneously becoming history
What is Social Media? Defined
• Free digital platforms
that support conversation
within a community
• Media that is Social
• New Tools
• Instead of one-to-one
It is one-to-many
What is Social Media? Reach
United States -Population
• Facebook 1 Billion user per month
• Twitter 478 Million +
• LinkedIn 202 Million+
• YouTube 2 Billion videos per/day
International
• Ren Ren, QQ, Weibo Sina, Kaixin
• Xing, StudiVZ
• V Kontakte, Odnoklassniki
Digital Natives (Mark Prensky – Harvard Univ)
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•Generation Y, Generation Net redefined
•Males /Females under 35 years of age
•In U.S. 90 million
•Outnumber Baby Boomers 70 million = “Youth Bulge”
Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.” Boston, Harvard Business School Press, 2004. 1-2.
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Purchase Landscape
Sender
Consumer
As
Path Message
Communication Blanket
Friends
Coworkers
Forums
Blogs
Wikis
You Tube Mashup
Family
Comments Podcasts
Communication Has Changed Forever
• Non-Profit, Fundraising
• Businesses - all sizes &
categories
• Government
• Entertainment
• Healthcare
• Sports
• Retail
• Restaurants
Everywhere!
No Control!
FEAR
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Manage the Conversation
Social Media Conversation Strategy
Rule #1
• Start with Listening:
– Where the conversation is taking place about
1st, 2nd, 3rd layer
– Find the Influencers
– Give them relevant content they
will want to share
Rule #2 - Social Media Strategy
Rules of Engagement
• Openness
• Transparency
• Truthfulness
• Authenticity
• Adding Value
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Social Media Strategy
Rule #3
Keep the same branding -
name & graphics/color
across all social media platforms
for brand consistency
&
Link them!
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Social Media Strategy
Rule #4
Develop a brand “persona” as your
voice/image on social media
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Social Media Strategy
Rule #5
Develop content YOU would like to receive.
Put this shareable content in the hands of
influencers
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Social Media Strategy
Rule #6
Measure & adjust along the way
Sentiment, Volume, Velocity, Activity
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Isaiah Mustafa – Old Spice:
“The Man Your Man Could Smell Like”
Weiden +Kennedy
Strategic Use of Social Media:
Media with a Purpose
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Charities & Non-Profits
Guide How To Give
Multiple Ways to Donate
Apple Converse Motorola
Emporio Armani Gap
• Social media starting to edge out email in importance to nonprofit marketers http://npmg.us/2013
• Nonprofits rely most on
– Facebook (94%)
– Twitter (62%)
– YouTube (42%) http://npmg.us/2013
• What excites nonprofits:
– new chances to reach out
– using social media strategically
– more communications planning http://npmg.us/2013
• Nonprofits in the South most likely to rank social media as very important
and love Twitter more than other regions http://npmg.us/2013
Non-Profit Social Media Trends 2013
Twitter for Religious Organizations
Microblogging platform - 140 characters
Twitter shared Stats that had previously been kept under wraps
• Now has 478 Million registered users.
• Twitter users are tweeting an average of 55 million tweets a day.
• Of Twitter's active users, 37 percent use their phone to tweet.
(Source: Chirp, the official Twitter developer conference 4/2010)
Two Basic Twitter Strategies
- Tweet
- Follow
Twitter for The Greek Orthodox Archdiocese
of America @goarch
Twitter: Being Greek Festival – Sydney, Australia
St. John The Baptist Greek Orthodox Church – Social Media Presence Twitter: @orthodoxy.biz
https://www.facebook.com/oc.greekfest
Twitter: @OCGreekFest
Twitter – Search & Follow
Facebook use by Religions
Facebook is Social Hub •Links to websites, documents
•Post Photos
•YouTube video interviews, articles,
•Events
Go Where People Are
“ Fish Where The Fish Are”
•FB has 2x+ more viewers
than all the newspapers in the U.S.
combined each day
Facebook: Greek Orthodox Archdiocese of America
Facebook: Being Greek Festival, Sydney
Greek Food Festival Dallas Texas – Top of Page
Greek Food Festival – Dallas, Texas – Lower Half
Facebook – Orange County Greek Festival
https://www.facebook.com/oc.greekfest
Facebook: Taste of Chicago – High “likes”
Facebook: Bumbershoot -- Seattle’s Music & Arts Festival Also on Twitter, Flickr, Foursquare, Yelp
Chicago Events in Millennium Park Twitter: @Millennium_Park
YOUTUBE: The Divine Liturgy of The Greek Orthodox Church in English
YOUTUBE: OC Greek Festival Channel
Wordpress site: ocgreekfest.com
http://pinterest.com/ • One of the fastest growing social sites • 85% female 15% male • Great site for food, music, fashion, festivals, lifestyle Top Ten Social Sites 03/25/2012 http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
Pinterest Tips http://jasonkeath.com/pinterest-tips/
Pinterest profile: None but photo posted by 3rd party
Pinterest Search: “Greek Festivals”
OC Greek Fest – Social Media Awareness Plan
1. What you have already: • Facebook – change from a “profile” to a “page” • Start posting 2 x per day. Minimize the !!!! and CAPS • Post with links to the OCGreekfest.com micro site • Post close-up photos of food • Photos of dancing, show children, teens, parents, dancing, music • TAG with names as often as possible. • No name, then the Festival name, location, activity
2. Twitter profile: @OCGreekFest (no tweets since November) • Post tweets with links to the OCGreekfest.com micro site • Post tweets with links to the Facebook status updates • Post tweets with links to photos, Pinterest, YouTube videos • Post 3x per day for three weeks - 4 – 5 times per day leading up to Festival • Create hash tags #OCGreekFest, #OCGreekfood, #OCGreekMusic, etc.
3. Start a YouTube Channel specifically for the Festival (Make Playlists by the year)
• Channel: O. C. Greek Fest • Description needs to read: Orange County Greek Fest
OC Greek Fest – Social Media Awareness Plan
4. Create a Pinterest Profile: Repurpose existing photos of all activities, food, etc. into “boards”
5. Write and distribute on-line Press Releases (two) Recommend 24/7 Press Release www.24-7pressrelease.com 1st - $89 level –send to all regions ASAP 2nd - $89 level- more localized
• Never Stop Learning
• Move Forward
• Lead the World
Teri Thompson
Rocky Peak Enterprises, LLC
@TeriThompson1
FB: Teri.Thompson1
LinkedIn: TeriThompson1
If you need a plan for your
non-profit, government or
religious event,
we can help.
