How to Excel in

Online Contests:

Recruit, Engage & Activate

American Express

Partners in Preservation

March 15, 2012

12 Cities. 14 Events. 4 Countries. 5,000 Nonprofits.

We’re Here to HelpWebinars

•3/15: Online Contests

•Week of 4/2: Cohorts–

Strategy & Additional

Platforms & Tools

We’re Here to Help1-on-1 Coaching

•Create & Review Strategies

•Weeks of 3/19 & 3/26

•Weeks of 4/9 & 4/16

•Week of 5/7

the PiP Contest•4/26 Rally: 40 Sites

Announced

•4/26 – 5/21: Voting

•5/22: 3 Popular Vote Winners

Announced

•1Vote per Day— 3 Ways to

Vote

Shifting Gears to You

•Have you Started Working on

a Marketing Plan for the

Campaign?

Create an Integrated Marketing Plan

•Objectives

(Beyond Votes)

•Audiences

•Strategies

•Tactics

•Timelines

•Budgets

Create an Integrated Marketing Plan

•Social Media: Facebook,

Twitter, FourSquare, Blog

Create an Integrated Marketing Plan

•Email/Newsletters

•Search Engine Optimization

Create an Integrated Marketing Plan

•Public Relations

•Direct Mail

•Partners

•Events

•Phone

Create an Integrated Marketing Plan

•Forecast Time, Money,

& People

•Allocate Responsibilities

Create an Integrated Marketing Plan

Create anEditorial Calendar

•By Date& Time

•Focus/Content

•Media (Photos, Video)

•Author

•Platform

Create anEditorial Calendar

Use Scheduling Tools

•History & Experience

•Facebook Insights

•Google Analytics

•RowFeeder.com/reports

RECRUIT: Identify Your Audience

•Invite People

•Post Photos & Videos

•Create Events

•Facebook Ads

RECRUIT: Facebook

•Low Hanging Fruit

•Post Regularly

•RT Often & Liberally

•Following Others

•Create a Hashtag

•Participate In #ff

RECRUIT: Twitter

ENGAGE:Best Practices

ENGAGE:Ask Questions

ENGAGE:Timing is Everything

•Morning: 8 – 9AM

•Lunch: 12 – 1PM

•End of Day: 4:30 – 6PM

•Night: 9:30 – 11PM

ENGAGE:Become a Curator

ENGAGE:Recognize & Respond

ENGAGE:Tie In Live Events

ENGAGEAcross Platforms

•Facebook: Tagging, Polls

•Twitter: Links, DMs, @s

•Google+: Hangouts

•FourSquare: Claim Your Site,

Check Ins, Badges

ACTIVATE:Create Superfans

ACTIVATE:

Identify Key Influencers & Donors

•Rowfeeder

•Facebook Fan Page

Analytics Report

•Twitter Follower

Analytics Report

ACTIVATE:

Identify Key Influencers & Donors

•Engage & Interact With your

Top 10%

ACTIVATE:

Identify Key Influencers & Donors

•Celebrate Key Allies: Donors,

Volunteers,

& Milestones

•Myriad Blogs& Posts

ACTIVATE:

Identify Key Influencers & Donors

•Engage Key Allies in

Personal Asks

•Contests Work Well

ACTIVATE:ShareThis Widgets

ACTIVATE:Committees & Captains

•Goals

•Training

•Materials

ACTIVATE:Public Relations

•Media Relations

•Blogger Outreach

ACTIVATE:Facilitate Storytelling

CASE STUDIES

ATLAS CORPS

•Peace Corps for Nonprofit

Leaders

•Won $400K in Online

Contests

ATLAS CORPS

•$400K Total Budget

•1,700 Facebook Fans

•1,200 Twitter Followers

•12,000 Mailing List

ATLAS CORPS: STRATEGY

•Recruited 150 Captains

•Created Leaderboards

•Embraced Coopetition

Greater Boston – PiP 2009Popular Vote Winner: Paragon Carousel (1928)

•www.facebook.com/nonprofits

•www.google.com/nonprofits

•www.bethkanter.org

•www.nten.org

RESOURCE REVIEW

RESOURCE REVIEW

•www.socialbrite.org

•www.MediaBistro.com

•www.SocialFresh.com

Your Action Plan

•Create an Integrated

Marketing Plan

•Create a Draft Editorial

Calendar

•Plan to Discuss Your Unique

Strategy

Thank You!

Ritu@SM4NP.org

@RituSharma1

Darian@SM4NP.org

@dheyman