Social Media Strategy

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    30-Nov-2014
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Presentation on social media strategy for nonprofits

Transcript of Social Media Strategy

  • 1. social mediaSTRATEGYChris HuebnerNonprofit Branding

2. The internet is litteredwith amazingly awfulexamples of failedsocial media campaigns 3. THE NEEDS OF A NONPROFITFINANCIALADVOCACY 4. Social media canincrease theability to reachlarger audiences 5. Social media providesnew ways to:Share, collaborate and mobilize collective action(GreenbergandMacAulay,2009) 6. Social media facilitate education andinformation because they featuremultitudes of friends or peers who act associalization agents and provide vastproduct information and evaluationsquickly(Wang,YuandWei,p.199,2012) 7. Highly-targeted: Direct messaging tointerested individuals 8. Word-of-mouth from peers and authenticity incommunication from organization increasestrust and perceived reliability by stakeholders(Henning-Thurauetal.,2004;Gilpin,2009) 9. ALTRUISM: Social media offers the abilityto publicly recognize the action ofsupporters and volunteers 10. ADOPTIONTRIALEVALUATIONINTERESTAWARENESSThe Marketing Funnel 11. SOCIAL MEDIAshrinksTHIS FUNNEL 12. PURCHASERESEARCHAWARENESS 13. PURCHASERESEARCHAWARENESS(SEARCH) (DISCOVER) 14. PURCHASERESEARCH(RESEARCH) (ASK OTHERS) (SEE WHAT OTHERS ARE DOING)AWARENESS(SEARCH) (DISCOVER) 15. (CO-CREATE)PURCHASE(ADVOCATE)RESEARCH(RESEARCH) (ASK OTHERS) (SEE WHAT OTHERS ARE DOING)AWARENESS(SEARCH) (DISCOVER) 16. STRATEGY 17. Is a plan for obtaining a goal based onresearch with the benefit of socialmedia tools. 18. Is a plan for obtaining a goal based onresearch with the benefit of socialmedia tools. 19. Is a plan for obtaining a goal based onresearch with the benefit of socialmedia tools. 20. Is a plan for obtaining a goal based onresearch with the benefit of socialmedia tools. 21. Is a plan for obtaining a goal based onresearch with the benefit of socialmedia tools. 22. ORGANIZATIONS GOALRESEARCHSTRATEGY 23. ORGANIZATIONS GOALSPECIFICMEASURABLEACTIONABLEREALISTICTIMELY 24. RESEARCHThinkwithGooglePEWGoogle TrendsSocial ListeningOnlineCommunitiesQUANTCASTMindtalk.com 25. We use research to gain insight into thebarriers and motivations of our targetaudience.These insights should spark the creative 26. STRATEGY 27. BUSINESS GOALWe have become saturated withRESEARCHone-way advertisingSTRATEGYMark Pollard, Big Spaceship 28. ONE:Make it personal, customizable or give theability to create something new. 29. TWO:Make it about them 30. THREE:Spur Debate 31. FOUR:Create an incentive 32. NOW WHAT? 33. COMMUNICATIONS FRAMEWORKWhatmediachannelsaretheyusing?PHASE1PHASE2PHASE3MEDIAMEDIAMEDIAAdoptedfromJulianColehPp://www.slideshare.net/juliancole 34. WHAT I DID 35. BUSINESS GOALRESEARCHSTRATEGY 36. BUSINESS GOAL Increase sales by ____ percentIncrease social media engagement by ______Conducted social listening research onVans social media platformsRESEARCHLeverage the customization and remix cultureexhibited by Vans STRATEGYconsumers to create theworlds largest customized Vans collection 37. COMMUNICATIONS FRAMEWORKWhatmediachannelsaretheyusing?PHASE1PHASE2PHASE3MEDIAMEDIAMEDIAAdoptedfromJulianColehPp://www.slideshare.net/juliancole 38. THANK YOU! 39. THANK YOU!QUESTIONS?