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