ama non profit sig may2008
Post on 19-Oct-2014
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This was my speech for the May 7th AMA NonProfit SIG at the zoo with Debra Ford and Margaret O'Brien-Molina.TRANSCRIPT
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Non Profits and Social Communities
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1. Cost Effective Communication
2. Offline / Online Connection
3. Targeting Stakeholders
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The Cost of Social Marketing
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Social Media Pages Servedhttp://www.hitwise.com/registration-page/us-social-networking-report.php
2.5 times more pages than Search
8.3 times more pages than News & Media
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60% Growth in One Yearhttp://www.morganstanley.com/institutional/techresearch/pdfs/InternetTrends031808.pdf
Visitor Growth by Category
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Reach of Social Networkshttp://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
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60% Annual Growthhttp://weblogs.hitwise.com/us-heather-hopkins/2008/04/twitter_gaining_momentum_but_s_1.html
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45% have started a blog, up 14%
184m started a blog
“The blogosphere is now so large it is an accurate barometer of consumer opinion. All brands should be using it as a means to measure consumer opinion, track response to marketing initiatives and as a forum for research. (Universal McCann)”
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837,027 charitable nonprofits in the United States, excluding foundations and religious congregations
288,150 charitable nonprofits had gross receipts of over $25,000
66% (or 548,777) are small in size
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The Cost of Friendshiphttp://www.amazon.com/exec/obidos/ASIN/067142517X
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Begin with praise and honest appreciation.
Give the other person a fine reputation to live up to.
Become genuinely interested in other people.
Show respect for the other person's opinions. Never say, "You're wrong."
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Assess Your Audience Needs
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Get Trends
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Google Alerts / Blogs
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Refine Your News Channelhttp://www.pageflakes.com/
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“Nearly half of all press stories appeared to come wholly or mainly from wire services.”
http://www.mediawise.org.uk/files/uploaded/Quality%20&%20Independence%20of%20British%20Journalism.pdf
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Offline / Online Connectionhttp://www.the-ba.net/the-ba/Events/FestivalofScience/FestivalNews/_Socialnetworking.htm
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Some 90 per cent of the online friends rated as ‘close’ have been met face-to-face, with the remaining 10 per cent likely to be friends of close friends, perceived as having many of the mutual friend’s attributes and therefore “low risk”.
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Programs and Serviceshttp://www.ncna.org/_uploads/documents/live/us_sector_report_2003.pdf
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Get the Word Out: Web Site http://www.rhinos-irf.org/graduation/
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Get the Word Out: Web Site http://www.rhinos-irf.org/stayinformed/
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Get the Word Out: Email
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Get the Word Out: Bloghttp://intlrhinofoundation.wordpress.com/
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Get the Word Out: Facebook http://www.facebook.com/group.php?gid=5761108738&ref=ts
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Get the Word Out: Twitterhttp://twitter.com/RhinosIRF
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Get the Word Out: Flickrhttp://www.flickr.com/photos/rhinosirf/
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Get the Word Out: YouTubehttp://www.youtube.com/user/IntlRhinoFoundation
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Get the Word Out: Other Siteshttp://en.wikipedia.org/wiki/International_Rhino_Foundation
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WARNING:
1. Passion
2. True Relationship
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Refine Your Target
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Google Grants
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Google Grants
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YouTube NonProfits
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YouTube NonProfits
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Volusion for Nonprofits
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269,200 Houston Area / Over 18
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Example Advertisments
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A Reason to Stay
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Causes Application
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Protect Privacy / Avoid Mistrust
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Enable Users to Carry Your Message
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Skype = 136 million usersVonage = 1.8 million users
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1. Cost Effective Communication
2. Offline / Online Connection
3. Targeting Stakeholders
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First ever Houston Zoo BlogYear-long blog with up to date information pre and post birth.
Announcing Baby MacWeb-Blog
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Outdoor
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Name Baby Mac promotional web tile
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Announcing Baby Mac’s NamePromotional Web Banner
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Once name was announced, the banner was displayed in front entry to the zoo. Birth
certificates distributed to kids wearing elephant noses at event
Naming Baby MacOn-Site Banner
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Mac Weighs 1000 lbs/ Weigh in to Win $1,000
Promotional Web Tiles
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Mac Weighs 1000 lbs/ Weigh in to Win $1,000
Email Blast
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Mac’s 1st Birthday Birthday Greeting Card Contest
Promotional Web Tile
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Mac’s 1st Birthday Promotional Email Blast
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Mac’s 1st Birthday Greeting Card Contest
Advertising: El Dia
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Advertising:
Houston Astros Magazine
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E - Campaigns: Web Banners and Tiles
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August 15
E-Blast
Houston Zoo Feast with the Beasts
Buy Tickets
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August 15
E-Blast
Houston Zoo Feast with the Beasts
Last chance for tickets
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E-Blast
“Houston Zoo Avoid a Wild Time
Parking”Shuttle Announcement