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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
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