social media & fund-raising
DESCRIPTION
Here is a presentation I shared with a class at the College-Conservatory of Music at the University of Cincinnati.TRANSCRIPT
What is social media…today?
http://www.youtube.com/watch?v=sIFYPQjYhv8
What is social media…today?
http://www.youtube.com/watch?v=sIFYPQjYhv8
Presented byJackie Reau, Game Day Communications
Why should you use social mediain fund-raising efforts
• Creates ambient awareness of your cause, organization and/or programs
• Go direct to your donors with your key messages• Use it for competitive intelligence
on donors, grants• Grow base from friends to funders with small asks• Cut budget items as printing, postage, etc.
You & social media• Many HR managers are using social media in the
recruitment process to determine qualified applicants
• Use social media to position yourself favorably • Monitor “your” brand with Google
– You can’t delete negative references but social media helps “push” them down to other pages
• Reinvent yourself using social media to draw interest to you and your passion(s)
Getting started• Purpose/objective
– Marketing/positioning/branding– Customer service engagement
• Retrain your brain – Incorporate social media into your lifestyle
• Develop a strategic yet spontaneous editorial schedule for your social media conversation
• Recruit and train your staff, colleagues to help• Educate your customers/clients on where to find you and
how to use social media with traditional efforts
Planning your strategy• Conduct an analysis on your competition to gauge
how they are using or if they are using social media• Conduct an internal audit on who is using social
media within your audience to determine your reach• Create a social media team to help execute your
strategies
Cincinnati Playhouse in the ParkSocial Media Audit4/13/10
Name of Organization
Facebook Fan Page
# of fans Youtube channel (Y/N)
Twitter(Y/N)
Linkedin Profile
Playhouse in the Park
Y 1,840 Y, four videos posted with 352 total views
Y, 1,442 followers
Y
Cincinnati Shakespeare
Y 921 Y, one video posted with 644 total views
Y, 512 followers N
Ensemble Theatre
Y 579 Y, one video posted with 908 total views
N N
Cincinnati Symphony Orchestra
Y 1,456 Y, 55 videos are posted with 41,231 total views
Y, 381 followers Y
Cincinnati Ballet
Y 1,992 Y, 23 videos posted with 14,484 total views
Y, 912 followers Y
Cincinnati Art Museum
Y 4,611 Y, 4 videos are posted with 15,128 total views
Y, 6,487 followers
Y
CAC Y 2,747 Y, 38 videos with 33,905 total views
Y, 2,357 followers
Y
Taft Museum Y 667 Y, 9 videos with 311 total views
N N
Cincinnati Opera
Y 1,518 Y, 36 videos with 39,501 total views
Y, 2,292 followers
Y
Create and share your social media network
• Always link social media to your web site• Create your own content with videos, photos and
upload• Recruit expert bloggers for your site to create your
own “beat” writers• Use social media newsroom sites with social media
releases, i.e. Pitchengine, CNN’s i-report, CBS’ Bleacherreport to share your content
Tricks for Facebook
• Create a fan page for general consumer use and a group for specific consumer use
• Add applications
Presented byJackie Reau, Game Day Communications
Create, connect and manage your community
• Search for industry influencers based on key words in Twitter, Linkedin– Use personal notes with your invitations
• Use free applications to engage your community– Tweetdeck for Twitter
• Add yourself/organization to www.wefollow.com to connect with like-minded people
• Tag social media content like you would GooglePresented byJackie Reau, Game Day Communications
Tricks for Linkedin
• Make sure your profile is at 100% completion• Add a personal note to invite people into your
network• Complete your corporate profile• Use groups to share information, grow your network• Add applications to your page, i.e. slideshare.net• Maintain the page
Presented byJackie Reau, Game Day Communications
Tricks for Youtube
• Always link social media to your web site• Create your own content with videos, photos and
upload• Recruit expert bloggers for your site to create your
own “beat” writers• Use social media newsroom sites, i.e. Pitchengine,
CNN’s i-report, CBS’ Bleacherreport to share your content
Presented byJackie Reau, Game Day Communications
Tricks for Youtube
• Always link social media to your web site• Create your own content with videos, photos and
upload• Recruit expert bloggers for your site to create your
own “beat” writers• Use social media newsroom sites, i.e. Pitchengine,
CNN’s i-report, CBS’ Bleacherreport to share your content
Presented byJackie Reau, Game Day Communications
Tricks for Youtube
• Always link social media to your web site• Create your own content with videos, photos and
upload• Recruit expert bloggers for your site to create your
own “beat” writers• Use social media newsroom sites, i.e. Pitchengine,
CNN’s i-report, CBS’ Bleacherreport to share your content
Presented byJackie Reau, Game Day Communications
Measurement
• Create a quarterly scorecard to add to your marketing matrix– Web site traffic– Facebook Fan Page fans, offers, engagements– Twitter followers, engagements– Youtube views, comments– Blog views, comments– Response to exclusive offers with promo codes
Resources for staying fresh
• Mashable.com• Socialmediab2b.com (blog)• Google alerts with key words of industry interest• HARO, Help A Reporter Out• Your local Social Media Breakfast• WOMMA, Word of Mouth Marketing Association
