Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations
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Transcript of Using Social Media for Audience Development - For Non-Profit and Performing Arts Organizations
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John Armstrong!Sr. Community Manager!
@johnequatro!
Astek!@astekweb!
Social Media for Audience Development
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1. Fundamentals 2. Reach 3. Engagement 4. Loyalty 5. Activation 6. Fundraising
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Social media is… FREE
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Time is money…
“I keep my mind on my money, my money on my mind.”
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“Where did the day go?”
• Ideation • Image and video creation • Reading articles • Reading community posts • Getting approval from the boss • Writing and publishing posts • Replying to your community
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Time Savers • Technology and tools • A schedule • Content strategy • Attainable goals • Interns
Still, like a good crème brulée, good social media takes time.
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Clever promotion is primarily how businesses make
money on social media.
B2B social media is a top-of-funnel channel through which to offer value and conversation
to a customer.
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More specifically…
Social media is only useful if you’re having a
Hint: I couldn’t make that font any bigger…
way conversation.
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An apple a day… …keeps your audience from dwindling away.
• Consistency sets expectations of value
• Bring customers back on their own volition • Reduce the need for promotion • Less promotion leaves room for more value
• Make important promotions MORE POWERFUL
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Focus, Focus, Focus Choose the most relevant platform and…
master it. • Practice takes time • Time builds experience • Experience builds confidence • Confidence breeds authenticity • Authenticity builds audiences • Audiences buy stuff
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1. Fundamentals
2. Reach 3. Engagement 4. Loyalty 5. Activation 6. Fundraising
A development funnel with bite!
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Social Reach
Courtesy of tweetreach.com
Over-appreciated and under-utilized Only as useful with the right message and audience But… it’s necessary for awareness and fundraising
So, how do we maximize it?
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Social Reach Be your own PR firm: Focus on influencers
• Blogger outreach • Go through the “rolodex”
• Targeted, scheduled requests for sharing • Post promotion (FB)
• Sharing through Engagement • Edgerank improvements (FB)
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ENGAGE.
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Engagement
Remember that way conversation slide?
• Write posts that promote a response • It’s a conversation! • Never let the conversation die • It’s about them – not you (don’t be that guy) • Learn from your comments (It’s the only marketing channel that let’s you talk to your audience directly, often and in a familiar setting)
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Engagement Surprisingly, people don’t yet live in social media, they live in real life
The most powerful form of social media merges the online experience with the offline.
★ Create a social media campaign ★
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Engagement Campaigns • Tweet Rate for a Twitter Mention • Team Olivera at the 5K • Lobby scavenger hunt • Outdoor ticket hunt – (Geocaching)
Make them…
• Show/brand relevant • Fun, engaging in the real-world • Integrated/supported through offline channels • Exclusive to your online audience • Part of the organization’s brand experience
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Twitter Campaign
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Loyalty Exclusivity breeds loyalty.
Hold events for your online community. Create a new value-adding experience beyond
the product. Create a memorable relationship.
Make them feel special… invested. Your social community is powerful when…
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Audience Activation Reach: 10 Facebook fans: ~3000 (avg. 300 friends)
1 offline board member: ~30 (avg. 30 hours of nagging)
• The goal of a engagement campaign is to activate your audience to become brand ambassadors.
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Fundraising • Couch promotion in value. • Simple + entertaining = Share-ability • Create a strategically designed landing page • Facebook Promoted Posts • Drive traffic to places of value and conversion • Pay close attention to all online touch points • Differentiate your online donor strategy
– Promote exclusivity and relevant message – Online donors are in a different conversation