building corporate relationships using social media the salvation army 2012 crd conference

Building Corporate RelationshipsBuilding Corporate Relationships using Social media using Social media

Building Corporate RelationshipsBuilding Corporate Relationships using Social media using Social media

THE SALVATION ARMY 2012 CRD CONFERENCETHE SALVATION ARMY 2012 CRD CONFERENCE

Social Social MediaMediaSocial Social MediaMedia

It’s either It’s either this...this...

It’s either It’s either this...this...

✤ Expectations versus results.

✤ Stories & Audiences.

✤ Twitter & Facebook.

✤ Photos & Video.

✤ Your stories so I can steal them.

✤ Expectations versus results.

✤ Stories & Audiences.

✤ Twitter & Facebook.

✤ Photos & Video.

✤ Your stories so I can steal them.

...or this....or this....or this....or this.

Expectations Expectations

vs vs Results Results

Expectations Expectations

vs vs Results Results

A A long long

ObediencObedience in the e in the same same

directiondirection

A A long long

ObediencObedience in the e in the same same

directiondirection

Story Story Matters!Matters!

Story Story Matters!Matters!

Telling StoriesTelling StoriesTelling StoriesTelling Stories✤ Social Media works when we make it easy for

us to tell our stories and allows our

friends/followers/donors to tell their stories.

✤ Social Media doesn’t work when we make it

all about us.

✤ Social Media works when we make it easy for

us to tell our stories and allows our

friends/followers/donors to tell their stories.

✤ Social Media doesn’t work when we make it

all about us.

Common Reasons Common Reasons Organizations Fail At Social Organizations Fail At Social

MediaMedia

Common Reasons Common Reasons Organizations Fail At Social Organizations Fail At Social

MediaMedia

✤ Broadcasting instead of having

a conversation.

✤ The Set It And Forget it

syndrome.

✤ Being boring and unremarkable.

✤ Broadcasting instead of having

a conversation.

✤ The Set It And Forget it

syndrome.

✤ Being boring and unremarkable.

The People Formerly Known The People Formerly Known as the Audienceas the Audience

The People Formerly Known The People Formerly Known as the Audienceas the Audience

✤ The don’t want to listen to us. They want to

speak.

✤ They don’t want to passively receive

information. They want to interact.

✤ They don’t want to consume content. They

want to create.

✤ The don’t want to listen to us. They want to

speak.

✤ They don’t want to passively receive

information. They want to interact.

✤ They don’t want to consume content. They

want to create.

““For a generation of For a generation of

customers used to doing their customers used to doing their

buying research via search buying research via search

engine, a company’s brand is engine, a company’s brand is

not what the company says it not what the company says it

is, but what Google says it is.”is, but what Google says it is.”

~ ~ Chris Anderson, The Long TailChris Anderson, The Long Tail

““For a generation of For a generation of

customers used to doing their customers used to doing their

buying research via search buying research via search

engine, a company’s brand is engine, a company’s brand is

not what the company says it not what the company says it

is, but what Google says it is.”is, but what Google says it is.”

~ ~ Chris Anderson, The Long TailChris Anderson, The Long Tail

DreamhostDreamhostDreamhostDreamhost

SonySonySonySony

Twitter #’sTwitter #’sTwitter #’sTwitter #’s✤ Twitter accounts approaching 200 million.

✤ # of users increases 460,000 per day.

✤ Americans send 55 million tweets per day.

✤ 177 million tweets were sent the day of the Japan

earthquake.

✤ 25% of the traffic comes from Twitter.com

✤ 75% comes from sources like: blogs, websites, mobile

apps, and tools like HootSuite.

✤ Twitter accounts approaching 200 million.

✤ # of users increases 460,000 per day.

✤ Americans send 55 million tweets per day.

✤ 177 million tweets were sent the day of the Japan

earthquake.

✤ 25% of the traffic comes from Twitter.com

✤ 75% comes from sources like: blogs, websites, mobile

apps, and tools like HootSuite.

how to benefit and engage how to benefit and engage sponsors:sponsors:

how to benefit and engage how to benefit and engage sponsors:sponsors:

✤ Track information related to your cause or specific

keywords.

✤ Listen to what people are saying about you and your cause.

✤ Notify your followers about critical updates.

✤ Announce new blog posts.

✤ Tweet photos of your corporate sponsors in action.

✤ Update campaign results and thank your donors.

✤ Tweet when your sponsors do nice things for other

organizations.

✤ Tweet service milestones and thank a sponsor!

✤ Track information related to your cause or specific

keywords.

✤ Listen to what people are saying about you and your cause.

✤ Notify your followers about critical updates.

✤ Announce new blog posts.

✤ Tweet photos of your corporate sponsors in action.

✤ Update campaign results and thank your donors.

✤ Tweet when your sponsors do nice things for other

organizations.

✤ Tweet service milestones and thank a sponsor!

Hashtags (#)Hashtags (#)Hashtags (#)Hashtags (#)✤ Allows you to track conversations and be tracked.

✤ #cancer

✤ #homelessness

✤ #raceforthecure

✤ #DTMG (Doing the Most Good)

✤ Allows you to track conversations and be tracked.

✤ #cancer

✤ #homelessness

✤ #raceforthecure

✤ #DTMG (Doing the Most Good)

@Mentions@Mentions@Mentions@Mentions✤ Thank your followers by name by including

an @mention

✤ The @ symbol in front of the name creates a

clickable link in your feed and theirs.

✤ @WestCoastTacos

✤ Thank your followers by name by including

an @mention

✤ The @ symbol in front of the name creates a

clickable link in your feed and theirs.

✤ @WestCoastTacos

Getting More Out of Getting More Out of TwitterTwitter

Getting More Out of Getting More Out of TwitterTwitter

✤ Strategically follow people.

✤ Measure your influence.

✤ Tweet at different times during the day.

✤ Follow people back, use @mentions, and track

relevant #hashtags.

✤ Tweet Links and ReTweet people!

✤ Strategically follow people.

✤ Measure your influence.

✤ Tweet at different times during the day.

✤ Follow people back, use @mentions, and track

relevant #hashtags.

✤ Tweet Links and ReTweet people!

More Twips!More Twips!More Twips!More Twips!✤ Research your audience and be authentic.

✤ Play Nice- Retweet and say thanks for an @mention.

✤ Follow your followers!

✤ Tweet blog posts.

✤ Don’t use auto-responders.

✤ Schedule tweets throughout the day.

✤ Tweet what your sponsors are doing!

✤ Research your audience and be authentic.

✤ Play Nice- Retweet and say thanks for an @mention.

✤ Follow your followers!

✤ Tweet blog posts.

✤ Don’t use auto-responders.

✤ Schedule tweets throughout the day.

✤ Tweet what your sponsors are doing!

Who should we follow?Who should we follow?Who should we follow?Who should we follow?

✤ Me, of course!

✤ Similar organizations.

✤ Your corporate sponsors and foundations that support you.

✤ Volunteers and Staff.

✤ Local elected officials.

✤ Influential “Tweeps” in your area.

✤ Local TV, radio, and print reporters.

✤ Your followers!

✤ Me, of course!

✤ Similar organizations.

✤ Your corporate sponsors and foundations that support you.

✤ Volunteers and Staff.

✤ Local elected officials.

✤ Influential “Tweeps” in your area.

✤ Local TV, radio, and print reporters.

✤ Your followers!

1 Tweet = 1 Tweet = 4,000 Coats4,000 Coats1 Tweet = 1 Tweet =

4,000 Coats4,000 Coats

Snowman Snowman ShowdownShowdownSnowman Snowman ShowdownShowdown

FacebookFacebookFacebookFacebook✤ 845 Million Users (80% outside U.S &

Canada)

✤ 200+ Million using by mobile phone

✤ 30 Billion pieces of content shared per month

✤ 700 Billion minutes per month!

✤ 845 Million Users (80% outside U.S &

Canada)

✤ 200+ Million using by mobile phone

✤ 30 Billion pieces of content shared per month

✤ 700 Billion minutes per month!

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Slacktivism!Slacktivism! Slacktivism!Slacktivism!

Facebook Best Facebook Best PracticesPractices

Facebook Best Facebook Best PracticesPractices

✤ “Like” your fans, your board, your corporate sponsors.

✤ Import video and pictures and/or use the Flickr and

YouTube Apps.

✤ Post links to any media stories about your organization.

Steal your employees’ time back!

✤ Add a fanbox to your blog or home page.

✤ Use the @Feature in wall posts to acknowledge fans,

sponsors.

✤ Use Milestones and Pinned Posts to highlight

sponsorships and events.

✤ “Like” your fans, your board, your corporate sponsors.

✤ Import video and pictures and/or use the Flickr and

YouTube Apps.

✤ Post links to any media stories about your organization.

Steal your employees’ time back!

✤ Add a fanbox to your blog or home page.

✤ Use the @Feature in wall posts to acknowledge fans,

sponsors.

✤ Use Milestones and Pinned Posts to highlight

sponsorships and events.

Flickr & YouTubeFlickr & YouTube Flickr & YouTubeFlickr & YouTube

FlickrFlickrFlickrFlickr✤ Organize in Sets and Collections.

✤ Tag your photos and name them.

✤ Pay attention to what photos bring people to

your website.

✤ Share your photos with the media, your

donors, followers, etc.

✤ Share other people’s photos as well.

✤ Organize in Sets and Collections.

✤ Tag your photos and name them.

✤ Pay attention to what photos bring people to

your website.

✤ Share your photos with the media, your

donors, followers, etc.

✤ Share other people’s photos as well.

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jeff_stanger@usc.salvationarmy.orgjeff_stanger@usc.salvationarmy.orgjeff_stanger@usc.salvationarmy.orgjeff_stanger@usc.salvationarmy.org

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