old communication model = monologue
The Past
The Future of Marketingat Pace
Using what we have learned
From 2008…..
Marketing and Outreach 06/07• Developed first Pace audience chart to
identify where marketing efforts would be focused.
• Focused efforts primarily on school districts– Development of “Groups”– Utilizing Matrix
Examining target audiences• Mental Health Marketing group
– Children's Hospital CDU– Base Service Units/ Service Coordination– Wraparound Agencies– Family Support Organizations
Raiser’s Edge database will:• Improve management of
constituents• Improve communication with
constituents• Improve analysis of marketing
and fundraising efforts
The Present
Districts
Parents
Community
Mental Health
Raiser’s Edge
Constant Contact
Social Media…
… 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
WHAT?!
Social Media is people having conversations online
Conversations are powered by:•Blogs•Online Chat•RSS•Social Networks•Message Boards•Podcasts•Video Sharing Sites•Photo Sharing Sites•Virtual Worlds
Why should we care???
>120,000,000videos
200,000 new videos per day
>200,000,000 blogs
73%Of active online users
have read a blog
Source: Universal McCann Comparative Study on Social Media Trends April 2008
have joined a social network
57%
Twitter now has 105,779,710 registered users.
180 million unique visitors come to the site every month.
New users are signing up at the rate of 300,000 per day.
http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics
39%
Subscribe to an RSS feed
55%have uploaded photos
83% have watched video clips
“In 2010, if you are not on a social
network site, you are not on the
internet.”IAB Status Report: User Generated Content, Social Media, & Advertising
Social Media is not a fad
It is a fundament
al shift in the way
we communica
te and advertise
So what does it all mean??
Only 14% of people trust
advertisements
78%of people trust recommendationsof other consumers
Nielsen “Trust in Advertising” Report, October 2007
That’s….
14% vs. 78%
hmmmmm……
The new communication model is
Dialogue
I’m justtweetingto tell youI blogged
Which means we ARE….transparent
inclusiveauthentic
vibrant
…. and means we are NOT
controlled
planned
exclusive
product-driven“on message”
genuine
Generation X
born late 1960’sTo
early 1980’s
Trust bloggers’
opinions on products &
services
32%
55,497,740
facebook users between the age of 25 – 55
They don’t care about our Ads
They care about what other people
think
Listening
Putting ourselvesPutting ourselves
out thereout there
Starting conversations…..
…. Not talking AT people, but WITH them
We are relinquishing control
Well… some of it…
Reminder:
The goal is NOT to
control the conversation
The goal is to:
enableinspire
influence
And engage