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Transcript of Social Media Strategy ACGC Presentation Presented by: Arleigh Vasconcellos, The Agency And Gena...
Social Media Strategy
ACGC PresentationPresented by: Arleigh Vasconcellos, The Agency
AndGena Rotstein, Dexterity Consulting
March 2013
Agenda
1. Introductions2. What is Digital Marketing3. Trends in the sector4. Place2Give case study5. Putting theory into action6. Presentations7. Wrap-Up
Creating an online comms strategy
• What do you want to achieve?
An effective strategy will support an organisation's business plan
“The birth of a brand is achieved with publicity, not advertising."
Creating a plan
Your social media program is the living, breathing final product of your research, brainstorming, and creation
•It needs to be• Researched
• Thought out
• Focused
• Realistic
Digital Communications
• Social Media
• Social Networks
• SEO
• Online Ads
Sub categories
• Social media– Website– Blogs– E-newsletters– Video– Online PR
• Social networks– Facebook– Twitter– LinkedIn– Google+– Reddit– Pinterest• Search Engine
Optimization (SEO)– Paid– Organic
• Online Ads
Target Audience
• Stakeholders• Clients, donors, volunteers, corporate funders
• Media• Industries
• Government, lobbyists, etc.
• Employees
What do I want to tell and teach about my organization?
With a solid program you can connect with your audience over the long haul
Understanding the Message
• What is my end goal?– To increase donations– To grow my volunteer base
• What impact am I trying to achieve?– To bring awareness and therefore change to
my specific cause
• Which combination of digital communications tools best fit my goals?
S.M.A.R.T
• Specific
• Measurable
• Attainable
• Realistic
• Timely
Trends in the Sector
• 84% of Canadians Donate• 40% of donors research charities online
before they donate• 30% year over year growth of online
donations• Ave. $104• Total donations: $10B donated annually;
$4.4B private donors
Stats provided by: Imagine Canada, Canada Helps and Stats Canada
Philanthropy in a Digital Age
2003-2008
• Giving platforms (Canada Helps)
• Micro-lending platforms (Kiva)
• Crowdfunding platforms (Give Meaning, UEnd)
• Points platforms
2008-Present• Giving platforms (ChimpFund)• Research tools (Place2Give, Charity
Intelligence, Charity Focus)• Crowdfunding platforms (Indigogo)• Workplace Giving platforms
(Benevity, I Will Help)• Credit/Debit card platforms
(HaloCard)• Mobile platforms (Mobile
Movement) and SMS platforms (Txt2Give)
• Social Enterprise platforms (SoJo.net)
• Meet-Up events (Awesome Foundation)
• Community events (Charity App Challenge)
Thoughts
• Q & A
5 min break
Case Study
• What are we trying to achieve?– The “Why” of the business
• Who is our audience?• What are the end goals for marketing?• Setting a budget• Create a strategy• Market research– Stakeholders– Competitors
• Pitfalls and Crisis Communications
Thank You
Gena Rotstein Dexterity Ventures [email protected]
Arleigh VasconcellosThe [email protected]