1. Say What?Conteent

2. You Are The Future- Peter Drucker (d. 2005) If you want to be interesting, be interested.For internal purposes only.Photo: h.koppdelaney/Flickr 2 3. On Engagement- David Ogilvy 4. Strategy Is QueenContent Strategy Is Queen- Abigail Adams (sort of)4 5. Why Content Strategy? The main goal of content strategy is to use words and data to create unambiguousRachel Lovinger content that supports meaningful, interactive experiences. If you want to be interesting, Content Strategy: The Philosophy of Data (2007) be interested. 6. Communicating YourMissionUse brand architecture to go from the abstract to the specific. 7. Mission, Purpose, BrandWere not that different. 8. Mission, Purpose, BrandYOU ARE HERE 9. Tie Messaging to Brand VISION: A world where good prevails over evil. Luke, I need to tell youMISSION: Weleverage mystical forces as part of a Universal something.alliance to protect peace and justice. POSITION: We want everyone to think of us as mysteriousbut ultimately helpful bad asses.OK, Obiwan,but stay onmessage.MESSAGING GUIDE: The Force (n.): Good way to describe our strange powers. Reminds folks were channeling energies that exist all around us. Also: #TheForce SAMPLE MESSAGE: Were gathering. Join us 11/3 as we use #TheForce to destroy the #DeathStar. Good v evil! Pls RSVP: jed.is/KLT72 #shhhh 10. 0Audience & Positioning ALL OUR AUDIENCES VolunteerMatch is the Webs largest volunteer engagement network, offering solutions tomake it easier for individuals, nonprofits and companies to make a difference.make easier for individuals, nonprofits and companies to make a difference. CORPS, GOVT, MULTICHAPTER AGENCIES, VOLUNTEERSNONPROFITSNONPROFITSCAMPUSESWeWe make it make it easierWe make it easier We make easier WeWe make it make it easier WeWe make it make it easier easier for you to for you to find afor your easiermanage to to manage easiermanage to to managefind a great place great place toorganization to find successfulsuccessfulto volunteer.volunteer. the volunteers you national volunteercommunityneed.recruitment engagement programs. programs. 11. 1 Audience & SegmentingVolunteerNonprofitMultichapter Business/Govt/Sch MSMPolicyFundersNonprofitool/CSR Press Media/Acad Makers emicType ofConsumer B2BAdvocacy & OutreachAudienceWeb services Web ServicesWhat theyIts hard to Its hard toIts hard to Good CSR is hard toIts hard to find info about importantthinkfind a goodfind a good help ourdo.volunteer trends.place to volunteer.chapters volunteerdiversify recruitmentWeb home VolunteerMatch.orgSocial homeOurEngaging VolunteeringIsN/A Facebook Volunteers.org CSR.org PageTwitter @volunteermatch @vm_solutions@volunteermatchFacebook Our Facebook PageLinkedIn VolunteerMatch at LinkedinVolunteerMat VolunteerMatch at Linkedin ch SolutionsSub Group 12. Your Responsibilities to Brand 13. StorytellingUse the basics of story to connect on a human level and sustain interest. 14. Story Is A Journey Photo: aepoc 15. Be The ChangeWORLDCOMMUNITYMy family CHANGE and friendsME 16. The Volunteers Story Achievement Saving theObstacle Universe? Best thing I ever did!Whoa, Death StarInstigation ahead. Nevermind! This princess totally needs me! 17. The Engagers Story Achievement Great work,Obstacle Luke! Just twoYup, this ismore films tohard. Butgo!Instigationremember theShesForce thing?depending onGive it a shot.you, Luke. Hey,how bout a lightsaber? 18. Parts of Not Volunteer StoryStories the ProgramsIm astory! Im a program!Whos more engaging? 19. Collecting & Curatingthe ExperienceOptimizing For Storytelling 20. Social MediaSharing SavingPhoto: Flickr/courosa 21. Determine the Need ConstituentsSavingSharingSocial Sharing Public 22. Improve Your Odds Invest in cameras! Remind supporters tobring cameras. Run photo/video/story contests Send out surveys/polls Engagers volunteers as reporters andshooters Monitor channels forcomments/testimonials Remind supporters to use hashtags 23. Corralling Your Content Professional VideosNetworks (Youtube)(LinkedIn)SocialEvents Networks(Eventbrite)(Facebook) Volunteer MicromediaWebsite/ leadsources(Twitter)Blog(Volunteer Match) 23 24. Website Commandments Your Support page MUST have a range of options like donating, gifts in kind, and You MUST have The word volunteering. a page dedicated volunteers MUSTto volunteeringappear on yourwith links to your home page or social networks.your website.Jayne Cravens,Coyote Communications 24 25. How Much Is Too Frequent?25 26. Creating Flexible Content Make it easy for supporters to share. Avoid cross-posting if you can. Followspecifications for different platforms. Write messaging guides for everyoneahead of time. Include links to photos, graphics or videosfor preview and recap. Remember: Its not collected until itsarchived.26 27. Bringing It TogetherSocial Content & The 3 Rs of Volunteer Engagement 28. 3 Rs In Action FriendRecognizeRecruitComingback formore & telling othersabout it WorkFamilyRetain 29. 3 Rs In ActionRecognize, Recruit 30. 3 Rs In ActionRecognize, Recruit 31. 3 Rs In ActionRecognize, Recruit 32. 3 Rs In ActionRecruit 33. 3 Rs In ActionRecruit, Retain. 34. 3 Rs In ActionRecognize 35. 3 Rs In ActionRecruit 36. 3 Rs In ActionRecruit, Recognize 37. Friends of Trees If we can reach lots of people via social media those are part of the touches that contribute to turning volunteers out to our events While we dont understand the exact impacts on our other goals, we suspect only good things are coming from our social media efforts. Jenny Bedell-Stiles Volunteer & Outreach Specialist Friends of Trees 38. Friends of Trees 39. Friends of Trees 40. Friends of Trees 41. Friends of Trees 42. 3 Rs In Action 43. 3 Rs In Action 44. 3 Rs In Action 45. Workshop!Whats Your Social Media Content Strategy? 30 Minutes 46. Say What? Final Tips on Social Media & Content As culture is changing, people want what you have. Be confident and proud. To engage, be engaged first. Let your brand guide your messaging. Its all about stories. Their story, your story, our story. Dont forget your website. It comes first. Which platforms you use depend on what you intend to accomplish. There are differences. Social media makes the 3 Rs easier. 47. Awesome Content ResourcesGeneral Content and Social Media Forum One www.forumone.comBeth Kanterwww.bethkanter.org Social Brite www.socialbrite.orgNTENwww.nten.org Specific to Volunteer EngagementSocial Media for NonprofitsEngaging Volunteers (VolunteerMatch)www.socialmedia4nonprofits.org www.EngagingVolunteers.orgBcause Coyote Communicationswww.bcausemedia.comwww.coyotecommunications.comBig Duckwww.bigducknyc.com 48. Say What?Conteent