AmEx Partners in Preservation Social Media 3-15-12 Webinar
51
How to Excel in Online Contests: Recruit, Engage & Activate American Express Partners in Preservation March 15, 2012
-
Upload
social-media-for-nonprofits -
Category
Education
-
view
628 -
download
0
description
This is the first webinar for the American Express Partners in Preservation sites, focused on social media strategy, including an overview of useful best practices and resources.
Transcript of AmEx Partners in Preservation Social Media 3-15-12 Webinar
How to Excel in
Online Contests:
Recruit, Engage & Activate
American Express
Partners in Preservation
March 15, 2012
12 Cities. 14 Events. 4 Countries. 5,000 Nonprofits.
We’re Here to HelpWebinars
•3/15: Online Contests
•Week of 4/2: Cohorts–
Strategy & Additional
Platforms & Tools
We’re Here to Help1-on-1 Coaching
•Create & Review Strategies
•Weeks of 3/19 & 3/26
•Weeks of 4/9 & 4/16
•Week of 5/7
the PiP Contest•4/26 Rally: 40 Sites
Announced
•4/26 – 5/21: Voting
•5/22: 3 Popular Vote Winners
Announced
•1Vote per Day— 3 Ways to
Vote
Shifting Gears to You
•Have you Started Working on
a Marketing Plan for the
Campaign?
Create an Integrated Marketing Plan
•Objectives
(Beyond Votes)
•Audiences
•Strategies
•Tactics
•Timelines
•Budgets
Create an Integrated Marketing Plan
•Social Media: Facebook,
Twitter, FourSquare, Blog
Create an Integrated Marketing Plan
•Email/Newsletters
•Search Engine Optimization
Create an Integrated Marketing Plan
•Public Relations
•Direct Mail
•Partners
•Events
•Phone
Create an Integrated Marketing Plan
•Forecast Time, Money,
& People
•Allocate Responsibilities
Create an Integrated Marketing Plan
Create anEditorial Calendar
•By Date& Time
•Focus/Content
•Media (Photos, Video)
•Author
•Platform
Create anEditorial Calendar
Use Scheduling Tools
•History & Experience
•Facebook Insights
•Google Analytics
•RowFeeder.com/reports
RECRUIT: Identify Your Audience
•Invite People
•Post Photos & Videos
•Create Events
•Facebook Ads
RECRUIT: Facebook
•Low Hanging Fruit
•Post Regularly
•RT Often & Liberally
•Following Others
•Create a Hashtag
•Participate In #ff
RECRUIT: Twitter
ENGAGE:Best Practices
ENGAGE:Ask Questions
ENGAGE:Timing is Everything
•Morning: 8 – 9AM
•Lunch: 12 – 1PM
•End of Day: 4:30 – 6PM
•Night: 9:30 – 11PM
ENGAGE:Become a Curator
ENGAGE:Recognize & Respond
ENGAGE:Tie In Live Events
ENGAGEAcross Platforms
•Facebook: Tagging, Polls
•Twitter: Links, DMs, @s
•Google+: Hangouts
•FourSquare: Claim Your Site,
Check Ins, Badges
ACTIVATE:Create Superfans
ACTIVATE:
Identify Key Influencers & Donors
•Rowfeeder
•Facebook Fan Page
Analytics Report
•Twitter Follower
Analytics Report
ACTIVATE:
Identify Key Influencers & Donors
•Engage & Interact With your
Top 10%
ACTIVATE:
Identify Key Influencers & Donors
•Celebrate Key Allies: Donors,
Volunteers,
& Milestones
•Myriad Blogs& Posts
ACTIVATE:
Identify Key Influencers & Donors
•Engage Key Allies in
Personal Asks
•Contests Work Well
ACTIVATE:ShareThis Widgets
ACTIVATE:Committees & Captains
•Goals
•Training
•Materials
ACTIVATE:Public Relations
•Media Relations
•Blogger Outreach
ACTIVATE:Facilitate Storytelling
CASE STUDIES
ATLAS CORPS
•Peace Corps for Nonprofit
Leaders
•Won $400K in Online
Contests
ATLAS CORPS
•$400K Total Budget
•1,700 Facebook Fans
•1,200 Twitter Followers
•12,000 Mailing List
ATLAS CORPS: STRATEGY
•Recruited 150 Captains
•Created Leaderboards
•Embraced Coopetition
Greater Boston – PiP 2009Popular Vote Winner: Paragon Carousel (1928)
•www.facebook.com/nonprofits
•www.google.com/nonprofits
•www.bethkanter.org
•www.nten.org
RESOURCE REVIEW
RESOURCE REVIEW
•www.socialbrite.org
•www.MediaBistro.com
•www.SocialFresh.com
Your Action Plan
•Create an Integrated
Marketing Plan
•Create a Draft Editorial
Calendar
•Plan to Discuss Your Unique
Strategy
