Do Well by Doing Good: Support Community Giving with PR and Social Media
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Transcript of Do Well by Doing Good: Support Community Giving with PR and Social Media
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Do Well by Doing GoodPR & Social Media Strengthen
Community Relations
Heather [email protected]
prtini.comtwitter.com/prTini
linkedin.com/in/heatherwhaling
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What is community relations?
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Higher ConsumerExpectations
Photo credit: chichacha
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90% seek business benefits from
corporate philanthropy
Goal?Source: eMarketer
enhance corporate reputation/brand
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1. Establish community relations communicationgoals.
2. Listen to what’s being said, where, and bywhom.
3. Identify stakeholders & how to reach them.4. Create a communication timeline & content
map.5. Begin communicating. Monitor. Adjust.
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Big-Picture Goals
• Garner goodwill with current customers• Generate awareness among potential
customers• Pique attention of community leaders,
elected officials• Reinforce messaging/positioning• Ward off potential problems• What else?
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Listening Tools
• Google Alerts• Addictomatic.com• Netvibes• Hootesuite, Tweetdeck• Search.Twitter.com/Advanced• Nielsen’s BlogPulse• Alterian SM2, Filtrbox
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Reaching Stakeholders
• Integrate online & offline communication• Incorporate multi-media• Leverage partners’ resources (e.g., blog,
newsletter)• Make it easy for people to help tell your
story
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Success Starts with Planning
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Goals:– Leave Orlando better
than we found it– Change lives– Position Church as a
community partner
Tactics:– Leadership briefings– Enewsletter– Website– Periodic media updates– On-site press conference
Case Study:Church of the Nazarene2009 General Assembly
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… 3,000 volunteers, 150 projects,extensive media coverage
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Case Study:KB Home Builds Hope
Goals:– Position donors as
community partners– Convey need for additional
support– Educate community about
domestic violence
Tactics:– Frequent press releases– Newsletter– Website updates, photos– Shelter preview for VIPs &
media
Results:– Extensive media coverage– Donations+162%– Volunteer hours+123%
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Case Study:Coalition for the Homeless
of Central Florida
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Social media matters to theCoalition because whenthey needed extra help,their online network –people who were strangersjust months ago – steppedup to the plate.
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• Situation: Drastic decrease in fooddonations
• Idea: Food drive powered by socialmedia
• Goal: 400 lbs.• Implementation:
– Announced online– Blog, Twitter, Facebook, Flickr
• Result: Raised 1,000+ lbs
The Coalition’s“Can” Care Challenge
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guest post from winning company
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Case Study:Geben Gives
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… shared on Twitter
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… shared on Facebook
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… nearly 8,000 votes later
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Assess Backlash Potential
“GM’s Gift of a Luxury Car Stuns a Few”-- NY Times
Photo credit: msvg
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Trends
Photo credit: ilamont
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Collaboration. Integration. Social Good.
Heather [email protected]
prtini.comtwitter.com/prTini
linkedin.com/in/heatherwhaling