Presentation for VolunteersSA Congress

transcript

StopStopMarketingMarketing

StartStartSellingSelling

SellingSellingisis

ListeningListening&&

Problem SolvingProblem Solving

What’sWhat’sin it forin it forME?ME?

Givers Givers and and

TakersTakers

Let your happyLet your happyCustomers doCustomers doThe MarketingThe Marketing

forforYouYou

I help PeopleI help Peoplewith the Transitionwith the Transition

to Social Commerceto Social Commerce

Rick CarterRick Carter

Why Me…..BUSINESS

ProgrammerAnalyst

IT Sales/MarketingSports Management PR/MarComm Social MediaSocial Commerce

BUT THERES MORE..AthleteCoach

Board Member Life MemberNFP CEO Media/MarketingTeam Management

Volunteer (Giver&Taker)

Top two reasons most nonprofitsTop two reasons most nonprofitswantwant to use social media: to use social media:

FreeFreeEveryone Else is Doing ItEveryone Else is Doing It

Those are the Those are the two worst two worst

reasons to start reasons to start using social using social

media.media.

When nonprofits When nonprofits shouldshould use social media: use social media:

To start conversations with a new audienceTo start conversations with a new audienceTo deepen conversations with an existing audienceTo deepen conversations with an existing audience

To make all conversations more efficientTo make all conversations more efficient

PEOPLEPEOPLEBuy from Buy from PEOPLEPEOPLEthey LIKEthey LIKE

PEOPLEPEOPLEBuy StoriesBuy Stories

Build the Build the ConversationConversation

Make itMake itEASYEASY

Web PresenceWeb Presence

“TECHNOLOGY is shifting POWER

away from the editors,the publishers,

the establishmentthe media elite.

Now it’s the PEOPLE who are in CONTROL.”

Rupert Murdoch

Newspaper Readership

TRANSITIONTRANSITION

NewspaperNewspaperto to

News SupplierNews Supplier

NBNNBN

more than 50%more than 50%of Aust Businessof Aust Businesssees Opportunitysees Opportunity

Years it took to reach a market audience of 50 million:

Radio: 38 Years

TV: 13 Years

Internet: 4 Years

iPod: 3 Years

2 Years

96% of Generation Y belongs to a social network.

IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO.

http://www.wikipedia.org

SOCIAL MEDIA

Top 100 SA 26%

OR SA Late??

Top 100 SA 26%

Top 100 ASX 81%

OR SA Late??

Top 100 SA 26%

Top 100 ASX 81%

Fortune 500 100%

or SA Late??

“We are the third place in the lives of millions of our customers. We are the coffee that brings

people together every day around the world to foster conversation and community.”

ChallengesContentCommunicationConnection/ConversationCollaborationConversion

The Cs:

strangersfriendsvolunteersloyal volunteers

advocates

People:

Get digitalGet relevantGet simple

Get practicalGet original

Monitor the conversation

Listen to the conversation

Participate in the conversation

Shape the conversation

If you’re able to have a conversation, then you’re doing something right.

Technology andthe Internetare a strategy,not a solution

Use processes that are both digital and ‘analog’

Policy & Strategy

Content

Traditional

Volunteers

Embrace,

don’t fear,

the ever-changing world of

technology

Work with strategicpartners to ease

the learning curve

strategy

Who are you talking to?

Who do you want to talk to?

What are you saying?

Can people understand you?

What tools are you using?Are you using new media?

Are people talking about you?

Is anyone listening?Who’s talking back?

Can people have a conversation with your organization?

Are you saying something that matters?Do you understand the changing media landscape?

What’s next? Who’s speaking for you?

Benefits of aBenefits of aSocial Media StrategySocial Media Strategy

A Social Media Strategy helps your organization A Social Media Strategy helps your organization have a have a consistent message and voiceconsistent message and voice

A Social Media Strategy helps A Social Media Strategy helps link your online outreach to your link your online outreach to your organization’s traditional media initiativesorganization’s traditional media initiatives

A Social Media Strategy can help A Social Media Strategy can help increase the amount and increase the amount and depth of advocacy your organization doesdepth of advocacy your organization does

strategystrategyIt all starts with a It all starts with a

Pieces of a social media strategyPieces of a social media strategy

AudienceAudience

StrangersStrangersFriendsFriendsVolunteersVolunteersLoyal VolunteersLoyal VolunteersAdvocatesAdvocates

Pieces of a socialPieces of a socialmedia strategymedia strategy

GoalsGoals

Long-termLong-termShort-termShort-term

ResourcesResources

PeoplePeopleTimeTimeMoneyMoneyToolsTools

ActionAction

WhoWhoWhatWhatWhenWhenWhat platformWhat platformWhat purposeWhat purposeOutcomeOutcome

Start the conversationStart the conversationMake the commitmentMake the commitmentFind the championFind the champion

strategy

Volunteer recruitment

Board development

Press relations

Strategic planning

Employee relations

Buzz buildingPublic relations

CommunicationsDonor appreciation

Development

Event planningVolunteer retention

Employee recruitmentCommunity relations

Advocacy

Alliance building

YOU THEM

ENGAGE

WordsPicturesVideosSlideshows

FacebookYouTubeBlogsTwitterNewspapersRadioTVMagazines

YOU THEM

ENGAGE

Specific PAGESFor people that want to listen to you

Detailed WEBSITEFor people that do want to know you

Make it Easy to find out all about You

2011Group purchasing

InBound Marketing

Content Content Content

SEO/SEM/Analytics

Privacy Issues

Mobile Takes Off

Group Decisions

Web Presence not Web Site

More Money In Budgets

Your Video Channel

But…… BE WHAT YOU SAY

Let others tell your story for you Testimonials - Video…… Case Studies Statistics Polls/Competitions Examples

Make your own NEWS

don’t talk about how good you are…

talk about the goodgood things

you do for PeoplePeople

What’sYOURHeadline…… and emotive Image

A Social Media Campaigndelivers..

Awareness/Interest/Credibility+

Consideration +

Trial+

Loyalty+

Advocacy

I help PeopleI help Peoplewith the Transitionwith the Transition

to Social Commerceto Social Commerce

Thank YouThank You&&

Have a Great ChristmasHave a Great Christmas&&

New YearNew Year

@eNova_Rick

eNovaRick

eNovaDigital

eNovaCommunications

eNovaPR2.wordpress.com

Or just Google Rick Carter Adelaide rick@enovadigital.com