converging trends impacting associations (webinar)
DESCRIPTION
Three converging trends are impacting associations and nonprofit organizations. I'll be facilitating a Peach New Media Webinar presentation/discussion on a December 9 on this topic. Please read, share, comment and participate in this discussion on how social media, content marketing and cause marketing are converging to impact how associations work.TRANSCRIPT
Making Dreams Fly®
Converging Trends Impacting Associations
Making Dreams Fly®
Converging Trends Impacting Associations
ContentMarketing
CauseMarketin
g
SocialMedia
Making Dreams Fly®
SOCIAL MEDIA
ContentMarketing
CauseMarketin
gSocialMedia
Making Dreams Fly®
Social Media
• Blogs• Google News Alerts• Facebook / MySpace• YouTube• LinkedIn• Twitter• Flickr
Making Dreams Fly®
What: Community, relations, research
Old: Word of mouth, networking
New: Web-based tools w/o gatekeeper
Why: Community-member building
Social Media
Making Dreams Fly®
Social Media
Strategic advantages for business, brand, associations, individuals
A blank white boardCombines audio, video, textFunctions: communicate, engage,
education, market Values: sharing, giving, transparency
Making Dreams Fly®
Social Media
DEFENSIVE: Research ToolGoogle News AlertsTwitter SearchSlide Share
PRO-ACTIVE: Branding & Member Tool
Sharing2-way communicationsFund-raising
Making Dreams Fly®
Defensive / Research
Making Dreams Fly®
Making Dreams Fly®
Making Dreams Fly®
SlideShare
Making Dreams Fly®
Making Dreams Fly®
Social Media as Fundraiser
Making Dreams Fly®
CONTENT MARKETING
ContentMarketing
CauseMarketin
gSocialMedia
Making Dreams Fly®
What: Sharing content NOT sellingOld: Controlled, Members OnlyNew: Open to all (w/exceptions)Why? Be filter for members
Be thought leaderIf you don’t someone else will
Examples: marketingprofs.comraintoday.comDrakeCo Clients:CLA, DCHA – Tip of Weeks
Content Marketing
Making Dreams Fly®
Making Dreams Fly®
Making Dreams Fly®
CAUSE MARKETING
ContentMarketing
CauseMarketin
g
SocialMedia
Making Dreams Fly®
What: NonProfit & For ProfitOld: PhilanthropyNew: Marketing for Purpose & PassionWhy: Engagement, awareness, fundsExamples:
Trees for TroopsMO KidsFirstGolden Corral, Applebee’s
Cause Marketing
Making Dreams Fly®
Making Dreams Fly®
Making Dreams Fly®
Sam’s, Aquafina & KAB
Making Dreams Fly®
50,554 military families received farm-grown Christmas trees Delivered to 53 military locations in 17 countries Coordinated international media coverage
Making Dreams Fly®
Social Media & Cause
• SM can enhance impact of cause marketingExamples: Twestivals; Tweetsgiving;
TweetUp4Troops• Follow SM “rules of engagement”• Don’t exclude traditional media /
networking
http://bit.ly/22HmP0
Making Dreams Fly®
Twitter & Fund-raising
Making Dreams Fly®
Putting It All Together
• Content – become thought leader• Social Media – engage members• Cause – excite & energize members
Making Dreams Fly®
Resources
SOCIAL MEDIA SM ROI & other numbers: http://bit.ly/4lOSmW SM “Flower” for Volunteers: http://bit.ly/1yd8z6 Twitter is NOT Social Media: http://bit.ly/3HoyJd
CONTENT MARKETING Content that Sleeps, Creeps, Leaps: http://bit.ly/1wk1Un 4-Step Strategy: http://bit.ly/FPZdt Content Marketing Playbook: http://bit.ly/QJ5oO
CAUSE MARKETING CM Guide: http://stepbystepfundraising.com/guide-to-
cause-marketing# Cause Marketing Forum: www.causemarketingforum.com www.Causeaholic.com
Making Dreams Fly®
Converging Trends Impacting Associations
Steve DrakePresidentDrake & [email protected]/449-5050Twitter: @stevedrake
@causeaholicLinkedIn: Steve DrakeSlideShare:Steve DrakeBlog: http://blog.drakeco.comBlog: www.causeaholic.com