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IABC - Profitable Communications #ciabc
03.18.10
Social Media: Part of Your Marketing & Communications PlanWinn Maddrey, Executive Vice President, Topics Education
conversation#ciabc
quick background
what is ‘part of’?
myths to resolve
key themes to embrace
exercises to try
put ‘them’ to work
takeaways
Q & A
quick background#ciabc
Topics Education - 1995 founding
educational content development
outreach, including social media
consulting, including social media
Winn Maddrey
politics
planning/public relations/marketing/public affairs
social media - LinkedIn, FB, twitter, vimeo, blogger, wordpress, foursquare, etc.
key word - “part of”#ciabc
the mix - PR (media rel., govt. rel.), marketing, donor/vol. cult., client connect
recipe - balance ingredients. e.g. dinner party
complement strategy
social media are tools
assume execution of current + new is achievable
example
whew - social media planning = classic media planning
audience/demographics/media/frequency/reach/call to action
myths to resolve#ciabc
it’s free. HINT - your time isn’t
the same tools work for everyone. HINT - not the same way
it’s a land grab, we gotta act now. HINT - 1998/$1700/month - Open Text, Magellan, Infoseek, Snap, Direct Hit, Lycos, WebCrawler, Yahoo, Excite, HotBot, Ask Jeeves - evolution happens every day; join the process. or else.
there is a silver bullet. HINT - if you want out
your board wants you to do it. Really. HINT - they don’t know. Tell them how & why. Or why not.
key themes to embrace#ciabc
have a strategic goal for each social media experiment.
e.g. donor cultivation, volunteer engagement, ‘cheaper’ advertising...
‘plan’ to waste your time. set limits.
e.g. 1 hour/day. 25 LinkedIn connections/week. 2 blog posts/day...
choose channel and tool. test. evaluate. repeat.
e.g. video: vimeo, youtube/bookmarking: digg, reddit...
set metrics that align w/ bullet 1 (strategic goal). track monthly.
e.g. more referrals to website, more donors, more phone calls
exercises to try#ciabc
launch an interactive annual report. (think: board member LinkedIn links)
online competitions to raise money that does not require an event (virtual)
educate your board/staff/volunteers/donors that electronic is good use of assets (& do more)
start (& not end) conversation with some key audience (all is too much for now) - text surveys, live polling
write a press release. tweet some, blog some, FB/MS some. video some. same content, multiple channels.
put them to work#ciabc
engage volunteers/friends/staff
video/photograph events
librarian of digital content
bloggers
share content
FB friend key groups
researchers
event-related Flickr, blog, video, twitter
takeaways #ciabc
landscape is shifting. for everyone. including media. hold on.
keep experimenting. be willing to shift, re-try. even quit.
control is lost of content creation. branding is more important than ever. triple check EVERYTHING before sending/publishing.
there is no right/wrong mix to marketing or social media. there’s what works for you - on many levels.
realize that there are unintended benefits - SEO, web traffic, calls - and those have consequences. (try to) be ready.
Q & A#ciabc
questions/what’s working for you?
