Making Dreams Fly®

Converging Trends Impacting Associations

SLSAE – January 19, 2010

Steve Drake

Making Dreams Fly®

Converging Trends Impacting Associations

ContentMarketing

CauseMarketin

g

SocialMedia

Making Dreams Fly®

Survey Says …

0

0.5

1

1.5

2

2.5

Recession

Generations - Mbrs

Health Care Reform

Content Mgmt

Online Mtgs

Social Media

Cause Marketing

Generations - Staff

Impact on Your Organization

Making Dreams Fly®

SOCIAL MEDIA

ContentMarketing

CauseMarketin

gSocialMedia

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Social Media

• Blogs• Google News Alerts• Facebook / MySpace• YouTube• LinkedIn• Twitter• Flickr

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What: Community, relations, research

Old: Word of mouth, networking

New: Web-based tools w/o gatekeeper

Why: Community-member building

Social Media

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Social Media

Strategic advantages for business, brand, associations, individuals

A blank white boardCombines audio, video, textFunctions: communicate, engage,

education, market Values: sharing, giving, transparency

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Social Media

DEFENSIVE: Research ToolGoogle News AlertsTwitter SearchSlide Share

PRO-ACTIVE: Branding & Member Tool

Sharing2-way communicationsFund-raising

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Defensive / Research

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SlideShare

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Social Media as Fundraiser

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Tweetsgiving

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Twitter & Fund-raising

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CONTENT MARKETING

ContentMarketing

CauseMarketin

gSocialMedia

Making Dreams Fly®

What: Sharing content NOT sellingOld: Controlled, Members OnlyNew: Open to all (w/exceptions)Why? Be filter/add context for members

Be thought leaderIf you don’t someone else willRepurpose & redistribute

Examples: marketingprofs.comraintoday.comDrakeCo Clients:CLA, DCHA – Tip of Weeks

Content Marketing

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Making Dreams Fly®

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CAUSE MARKETING

ContentMarketing

CauseMarketin

g

SocialMedia

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What: NonProfit & For ProfitOld: PhilanthropyNew: Marketing for Purpose & PassionWhy: Engagement, awareness, fundsExamples:

MO KidsFirstSt. Jude’sTrees for Troops

Cause Marketing

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• Child Abuse Prevention Month PromotionPartnering with Missouri businesses to

sponsor (April Child Abuse Prevention Month)Branding – GO Blue!Possible Product Placement

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St. Jude’s Corporate Cause Partners

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67,054 military families received farm-grown Christmas trees Delivered to 53 military locations in 17 countries

Coordinated media coverage

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Social Media & Cause

• SM can enhance impact of cause marketingExamples: Twestivals; Tweetsgiving;

TweetUp4Troops• Follow SM “rules of engagement”• Don’t exclude traditional media /

networking

http://bit.ly/22HmP0

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Putting It All Together

• Content – become thought leader, add value

• Social Media – engage members, brand build

• Cause – excite & energize members, raise funds to support mission

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Resources

SOCIAL MEDIA SM ROI & other numbers: http://bit.ly/4lOSmW SM “Flower” for Volunteers: http://bit.ly/1yd8z6 Twitter is NOT Social Media: http://bit.ly/3HoyJd

CONTENT MARKETING Content that Sleeps, Creeps, Leaps: http://bit.ly/1wk1Un 4-Step Strategy: http://bit.ly/FPZdt Content Marketing Playbook: http://bit.ly/QJ5oO

CAUSE MARKETING CM Guide: http://stepbystepfundraising.com/guide-to-

cause-marketing# Cause Marketing Forum: www.causemarketingforum.com www.Causeaholic.com

Making Dreams Fly®

Resources

• Recessionwww.asaecenter.org/economy

• GenerationsAre You Ready to Manage Five Generations

of Workers? http://bit.ly/IwC9x Social Media Sites Millennials follow

http://bit.ly/13fQlu Top ten list of Companies Gen Y want to

work for and why! http://bit.ly/3x0YTj • Health Care

Who has resources?

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Roundtable Discussion Topics

1) Recession Strategies2) Multiple Generations in Membership3) Social Media 4) Moving Meetings from F2F to Online5) Content Marketing6) Cause Marketing7) Multiple Generations in Staff8) Health Care Costs / Reform

Making Dreams Fly®

Converging Trends Impacting Associations

Steve DrakePresidentDrake & Companydrake@drakeco.com636/449-5050Twitter: @stevedrake

@causeaholicLinkedIn: Steve DrakeSlideShare:Steve DrakeBlog: http://blog.drakeco.comBlog: www.causeaholic.com