SocialMedia for Special Event Success

Transcription

1 SocialMedia for Special Event Success Presenter: Mary Beth Harrington CVA, Passionate Nonprofit Expert 501c³ - Taking Nonprofits to the Third Power mbharrington@nonprofitpassion.com

2 Spoiler Alert! Target Audience: Donors, volunteers, sponsors. Current Tools: Billboards, direct mail, advertising These tools take time and money but limited audience Social media, saves time and money by allowing you to touch your audience and everyone that they know! Social media is a conversation not advertising!

3 Social Media Marketing: What is It and Why Bother?

4 What is Social Media?

5 Social Media Marketing is Building your social network of fans, followers, and connections, using relevant and interesting content that is shared, allowing you to reach and engage more people and drive more people to your organization.

6 The Cookie Jar Facebook Launched in 2004 Twitter - Launched in LinkedIn Launched in Newsletters

7 The Recipe One person posts information on their organization s Facebook page and Twitter account

8 The Recipe A few friends share or retweet That Reaches a few friends!

9 The Recipe However, if the first person, empowered everyone they know to post on their own Facebook and Twitter accounts Not only would they reach the people they know

10 The Recipe But the people they do not know! THIS is the real POWER of Social Media!

11 The Dough

12 Concerns Using inbound marketing tools sound great, but I never have anything good to write. Paying attention to what s being said on social media sounds useful, but I ll never have a dedicated staff to do it right. I hear about new tools everyday, but I just don t have the time to stay current.

13 You can successfully market your special event because you have Loyal, happy stakeholders An excellent customer experience Interesting and important things to say!

14 Building Brand Loyalty

15 Cookie Sales!

16 Marketing 101 At its core, marketing is about eliciting a physical and measurable response.

17 Your Shopping List Registration Page drive everyone here! Event Theme Organization s Website Facebook Event Page When they join the event, it ll show up in their friends news feeds. they can invite their friends with the click of a button

18 Your Shopping List Build a List of Key Connectors Post Regularly Use Mostly Pictures and Videos Invite Participants to RSVP Tag! VIPs, attendees, partners & others so that their friends will see the post

19 Social Media Strategies

20 The Top Social Media Networks

21 Create an Event Page

22 What is it? Largest social sharing site for users and organizations Post this: Facebook Text, links, photos and videos that engage, inform and promote How often? 1-2 X per day Benefit Reach large audiences, advertising platform

23 What is it? Social networking LinkedIn Post this: Content about your event, your expertise, curated content How often? Benefit At least 2 X per week Establish your expertise, network within your industry

24 What is it? Social conversation and information sharing Post this: Twitter Links to news and blog posts, photos, videos How often? At least 5 X per day Benefit Fastest way to reach your audience, customer service

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26 Pinterest

27 Instagram What is it? Mobile app for photo and video sharing Post this: Photos and videos of your event, products and people How often? Benefit Followers get to know you and your biz through images At least 1 X per day

28 50% 30% 20% Share interesting and entertaining event posts. Offer helpful information. Promote or advertise

29 Repurpose and Reuse Content

30 Invite your list Expand Your Network Add social icons to Website campaigns Outgoing signature Business Card Printed collateral: mailers, flyers, invoices, etc. Voic

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34 #Hashtags

35 Event Mascots!

36 Giving Days #GivingTuesday 2015 raised 63% more than Donors are 34% more likely to give on responsive websites. fundraising accounts in 1/3 of all revenue raised online 60% of millennials donate an average of $481 to nonprofits each year.

37 Giving Days

38 Special Events Online

39 Comment

40 Invite direction and feedback, and really LISTEN!!! Listen!!!

41 Is Dead?

42 What is Marketing?

43 What can it do for your event?

44 What can it do for your event?

45 Q: What is the #1 app on cell phones?

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47 Why Regular Doesn t work Limited # of s sent at once No formatting control List break up more susceptible to filters No cohesive branding Potential SPAM complaints No tracking and reporting of results

48 Marketing

49 How Do I Get Opened? Where to Start What should I write about? When should I send ?

50 Where to Start?

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52 When to Send?

53 Managing Your Time 53

54 Event To Do List 1. Develop your timeline TODAY!! 2. Identify a similar event and ask what worked for them 3. Check on and update your Facebook and Twitter accounts. 4. Clean up your donor database to ensure everything is accurate 54

55 Event To Do List 1. Start soliciting stakeholders to participate, maybe schedule some trainings to get them ready! 2. Frame your message and start developing your announcements 3. Set up your HootSuite or other generic tweets and posts 55

56 A word of advice from Gail Goodman, CEO of Constant Contact: Keep your time spent in check; doing social media right does not mean doing it a lot. It is important to stay active! 15 minutes a day, 3 times per week is more than most small organizations. 56

57 Event Time Management Tools Google Alerts HootSuite TweetDeck RSS NutshellMail MarketMe Suite 57

58 After the Event Social media is not done - lay the groundwork for the future. Start by posting all of your event coverage Post engaging event multimedia Use social media to spread the love to your event volunteers and donors - tag them in the posts How has your organization used social media to leverage your fundraising event?

59 Resources! 59

60 Mary Beth Harrington, CVA 10 years corporate marketing, public relations, advertising (psychiatric hospitals, DFW Tourism, cinnamon rolls) Carter BloodCare, Marketing Director Dallas Zoo, Graphics Specialist Dallas Public Library, Volunteer Coordinator Volunteer Center of North Texas, Agency Relations Director Austin Public Library Foundation, Executive Director TANO, Community Outreach Director San Antonio Area Foundation, Curriculum Development Director 501c³ - Taking Nonprofits to the Third Power, President Constant Contact Authorized Local Expert Leadership Texas Class of 2015 Leadership America Class of

61 Habitat for Humanity Intl. Texas CASA US Tennis Association Meals on Wheels of America Texas Association of Museums Habitat for Humanity Texas Arkansas Literacy Coalition Keep Texas Beautiful Literacy Texas Texas Library Association Healy Murphy Center San Antonio Nonprofit Council Texas Association of Nonprofit Organizations (TANO) Florida Festivals and Events Association 61

62 Free Advice Counsel Mary Beth Harrington, CVA Passionate Nonprofit Expert 501c³ - Taking Nonprofits to the Third Power mbharrington64@hotmail.com