build + activate online audiences

39
Build + Activate Online Audiences Heather Whaling [email protected] prtini.com • @prTini A fresh AP[PR]OACH:

Upload: geben-communication

Post on 27-Aug-2014

342 views

Category:

Social Media


4 download

DESCRIPTION

How can organizations build and activate online audiences? Which social networks should nonprofits invest their (limited!) resources? What recent campaigns produced results on a limited budget? Heather Whaling, president of Geben Communication, recently conducted a social media training for a group of nonprofit organizations, all struggling to connect with audiences via social media on (very!) limited budgets. This presentation explains the three golden rules of social media, pros/cons of various networks and offers case studies showcasing effective uses of social media. Feel free to "remix" and borrow from these ideas to strengthen your own online presence. Interested in having Heather speak to your organization or help you developed a customized plan? Email her: heather [at] gebencommunucation.com

TRANSCRIPT

Page 1: Build + Activate Online Audiences

Build + Activate Online Audiences

Heather Whaling [email protected]

prtini.com • @prTini

A fresh AP[PR]OACH:

Page 2: Build + Activate Online Audiences

3 guidelines

Page 3: Build + Activate Online Audiences

rule #1: value

Page 4: Build + Activate Online Audiences

rule #2: start small

Page 5: Build + Activate Online Audiences

rule #3: effective + efficient

Page 6: Build + Activate Online Audiences

Social? Blog? Email? Time of day Types of content

Page 7: Build + Activate Online Audiences

types of content:

Page 8: Build + Activate Online Audiences
Page 9: Build + Activate Online Audiences

•  200+ networks •  Impossible to be

everywhere •  Follow your audience

Page 10: Build + Activate Online Audiences

Pros •  High engagement •  Relationship-building •  News dissemination •  Diversity Cons •  Time-intense

Page 11: Build + Activate Online Audiences

Pros •  Behemoth network •  Solid analytics •  Strong targeting Cons •  Paid almost required •  Frequent changes •  Noisy network

Page 12: Build + Activate Online Audiences

Pros •  Professional audience •  News dissemination •  Improving engagement •  Interest groups Cons •  Getting noisier •  Limited diversity •  Not as “sticky”

Page 13: Build + Activate Online Audiences

Pros •  Easy engagement •  Straightforward •  Visually compelling •  Reusable content •  Audience range Cons •  Limited metrics •  Minimal CTA tracking •  No geo-targeting

Page 14: Build + Activate Online Audiences

Pros •  Heavy teen usage •  “Snackable” content •  Visual, but different Cons •  Limited audience •  Not really meant for

“brands”

Page 15: Build + Activate Online Audiences

Pros •  High referral traffic •  Variety of content •  Easy to find/search Cons •  Time-intense •  No geo-targeting

Page 16: Build + Activate Online Audiences

your turn

Which network(s) is most valuable for your organization? Why?

Page 17: Build + Activate Online Audiences

Increase: •  Referral traffic •  Network/database •  Engagement levels •  Registrations •  Educate & advocate

Page 18: Build + Activate Online Audiences

tools

Facebook Insights

Google Analytics

Hootsuite Feedly Buffer

Page 19: Build + Activate Online Audiences

“pinterestification” of the web

Page 20: Build + Activate Online Audiences

photo apps

Page 21: Build + Activate Online Audiences

influencer relations

Page 22: Build + Activate Online Audiences

Source: http://www.flickr.com/photos/86979666@N00/

Page 23: Build + Activate Online Audiences

infuse creativity:

Page 24: Build + Activate Online Audiences

educate local bloggers

Teen Dating Violence Awareness Month: Invited three local bloggers to discuss and raise awareness of teen dating violence statistics, warning signs and steps to prevent it. They then posted on Facebook and Twitter, and blogged about the discussion. “The meeting was incredibly powerful and sobering. I'm grateful for an organization like The Women's Fund that is willing to facilitate these discussions.”

Page 25: Build + Activate Online Audiences

partner with local organizations

Equal Pay Day: •  CYP partnership •  Invited young professional

women to attend a pay negotiation training seminar at The Women’s Fund

RESULTS: •  50+ attendees •  Introduced The Women’s

Fund to new audiences •  Built lasting relationship with

CYP (Multiple events have been co-hosted since)

Page 26: Build + Activate Online Audiences

creativity that gets results

Page 27: Build + Activate Online Audiences

Live Facebook Q&A: Facilitate conversation among marathoners and provide training tips and advice from running and training experts

Page 28: Build + Activate Online Audiences

instagram | launch The Power of the Networks •  Instagram “correspondents” •  Pre-event promotion •  Live photos at the event •  Interaction between accounts •  Result: @CbusMarathon had

300+ followers within 1 week of launching

Page 29: Build + Activate Online Audiences

RunFest Photo Booth •  Pick an accessory •  Strike a pose •  Snap a photo on their phone •  Share with #cbusmarathon

be social. have fun.

Page 30: Build + Activate Online Audiences

IG ambassadors

Countdown to race day: •  Launched 2013 “Instagram

Ambassador” program 50 days prior to race day

•  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog

•  Result: 700 followers in 3 months

•  Pittsburgh Marathon: 720 followers in the last year

•  NYC Marathon: 445 followers

Page 31: Build + Activate Online Audiences

IG ambassadors

Prompts: What’s your favorite training tech? • Where do you run? What do you wear while training? • What motivates you?

Page 32: Build + Activate Online Audiences

GOAL: •  Increase donations from

online communities •  Engage a corporate

sponsor •  Tap into local online

influencers’ personal networks

•  Expand NCH’s local online footprint

Page 33: Build + Activate Online Audiences
Page 34: Build + Activate Online Audiences

RESULTS: •  500+ photos entered,

resulting in a $5,000 donation to Nationwide Kids from Simple Bath Ohio

•  #NCHfavorites hashtag –  1.1 million people on

Twitter –  242,000 on Instagram

Page 35: Build + Activate Online Audiences

GOAL: •  Launch iPad app •  Grow social footprint •  UGC for off-season

Page 36: Build + Activate Online Audiences
Page 37: Build + Activate Online Audiences

PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards

Page 38: Build + Activate Online Audiences

RESULTS •  6,000+ website visits •  150+ photos submitted •  130 participants’ email addresses collected •  Facebook audience tripled •  #GrowInspired reached 60,000 people

Page 39: Build + Activate Online Audiences

Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @prTini [email protected]

subscribe: bit.ly/prTini