Post on 30-Nov-2014
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STRATEGY�social media
Chris Huebner �Nonprofit Branding�
The internet is littered with amazingly awful
examples of failed social media campaigns �
THE NEEDS OF A NONPROFIT
FINANCIAL�ADVOCACY �
Social media can increase the
ability to reach larger audiences �
Social media provides new ways to:�Share, collaborate and mobilize collective action�
(Greenberg and MacAulay, 2009)
(Wang, Yu and Wei, p. 199, 2012)
“Social media facilitate education and information because they feature multitudes of friends or peers who act as socialization agents and provide vast product information and evaluations quickly”�
Highly-targeted: Direct messaging to interested individuals �
Word-of-mouth from peers and authenticity in communication from organization increases trust and perceived reliability by stakeholders �
(Henning-‐Thurau et al., 2004; Gilpin, 2009)
ALTRUISM: Social media offers the ability to publicly recognize the action of supporters and volunteers �
The Marketing Funnel AWARENESS�
INTEREST�
EVALUATION
TRIAL
ADOPTION
SOCIAL MEDIA �
THIS FUNNEL�shrinks
AWARENESS�
RESEARCH�
PURCHASE �
AWARENESS�
RESEARCH�
PURCHASE �
(SEARCH) � (DISCOVER) �
AWARENESS�
RESEARCH�
PURCHASE �
(SEARCH) � (DISCOVER) �
(RESEARCH) (ASK OTHERS) � (SEE WHAT OTHERS ARE DOING) �
AWARENESS�
RESEARCH�
PURCHASE �
(SEARCH) � (DISCOVER) �
(RESEARCH) (ASK OTHERS) � (SEE WHAT OTHERS ARE DOING) �
(CO-CREATE) �
(ADVOCATE) �
STRATEGY�
Is a plan for obtaining a goal based on research with the benefit of social media tools.�
Is a plan for obtaining a goal based on research with the benefit of social media tools.�
Is a plan for obtaining a goal based on research with the benefit of social media tools.�
Is a plan for obtaining a goal based on research with the benefit of social media tools.�
Is a plan for obtaining a goal based on research with the benefit of social media tools.�
RESEARCH�
STRATEGY�
ORGANIZATION’S GOAL�
ORGANIZATION’S GOAL�
SPECIFIC �MEASURABLE �ACTIONABLE �REALISTIC �TIMELY �
RESEARCH�
ThinkwithGoogle
Google Trends �
PEW �
Social Listening �
Mindtalk.com
Online Communities �
QUANTCAST�
We use research to gain insight into the barriers and motivations of our target
audience.��
These insights should spark the creative �
STRATEGY�
RESEARCH�
STRATEGY�
BUSINESS GOAL�
“We have become saturated with one-way advertising” �
Mark Pollard, Big Spaceship�
Make it personal, customizable or give the ability to create something new. �
ONE: �
Make it about them�
TWO:�
Spur Debate �THREE:�
Create an incentive �
FOUR:�
NOW WHAT?�
What media channels are they using?
PHASE 1 PHASE 2 PHASE 3
MEDIA MEDIA MEDIA
Adopted from Julian Cole hPp://www.slideshare.net/juliancole
COMMUNICATIONS FRAMEWORK�
WHAT I DID �
RESEARCH�
STRATEGY�
BUSINESS GOAL�
RESEARCH�
STRATEGY�
BUSINESS GOAL�Increase sales by ____ percent �Increase social media engagement by ______ �
Conducted social listening research on Van’s social media platforms �
Leverage the customization and remix culture exhibited by Van’s consumers to create the worlds largest customized Vans collection�
What media channels are they using?
PHASE 1 PHASE 2 PHASE 3
MEDIA MEDIA MEDIA
Adopted from Julian Cole hPp://www.slideshare.net/juliancole
COMMUNICATIONS FRAMEWORK�
THANK YOU! �
THANK YOU! �QUESTIONS? �