Guide to getting social

Chris Bernier, MBAThursday, November 15th, 2012

Stoweflake Resort, Stowe, VT

Hi.Name: Chris Bernier, MBA

Day Job: Director of Marketing and Development for Special Olympics Vermont

Night Job: Asst. Director of Communications for Special Olympics Team USA

Connect: chrisbernier.me; @cbernier

ObjectiveFind the starting line

What is it?

Does it make sense for my organization?

Selection of tools

Define Social Media employ web and mobile based technologies to support interactive dialogue and “introduce substantial and pervasive changes to communications between organizations, communities and individuals” SOURCE: (wikipedia.org, 11.14.12)

Social Media is like Composting

Ingredients come from many places

Organic process that needs you to pay attention

Won’t work if you neglect it

Guidelines, but no right or wrong way

Filling the StadiumLong-term strategy to build relationships

Invite prospects and key stakeholders to follow/join/contribute

Build your audience

Not just for kids

EngageAsk folks to do things

Let your stakeholders share on their networks

Call out folks you want to connect with

ConsistencyImportant that you maintain consistency in messaging

Find your voice and stick to it

Few administrators of accounts; too many confuses message and voice

Often overlooked and not well thought out

ListenDon’t use social media if you’re not going to listen

Follow other brands who you think are doing a good job

Utilize tools (tweetdeck for Twitter to follow hashtags)

Be RelevantWork to identify your audience

Stakeholders can easily follow/unfollow based on what they see

Do people want photos? Research? Examples of where their funds are going?

Share

Sharing content is encouraged. It’s a

conversation after all.

Cross PollinateLeverage existing communications to build social media

Leverage supporters to build your case

Ask enews subscribers to ‘like’ on Facebook

Ask donors to tweet that they just donated to your organization

Tools(oh yeah, they’re

free)Facebook (fish where the fish are)

Twitter (be patient here)

Linkedin (organization page)

Instagram (maybe)

Tweetdeck/Hootsuite (monitor)

Well Played

Quality, not QuantityDon’t get wrapped up in the

“how many likes” do you have game

Grow your audience, but grow it right

Key influencers (donors, prospects, etc)

Brand IntegrationThis is no different than other marketing channels

Must be present at the strategy discussion

“A brand should be treated like a person, with a set of beliefs, values and a moral compass” (S.

Keating, Puma)

Digital ClassroomNo such thing as guru. Guru’s master things and this cannot be mastered

Learn as you bring these tools into your personal and professional world

Experiment without too much

No is OKDon’t feel like you have to

Only if it works for you and your organization’s goals

Tie It UpExperiment

Follow Others

Don’t isolate social media. It should be fully integrated in mar/com

Do engage

Don’t just because they are

Select appropriate tools

Questions?/Comments!