org pro final
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Know WHAT to say, WHEN to say it and WHO to say it to!
Daniel CherrinDad to 3 + Husband + Attorney
specializing in public affairs, media & crisis management
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Hello. My Name is Dan.
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I have 3 kids.I have three children.
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With government + community leaders, and the media.
I work in PR
By sharing your story
I help protect + enhance reputations
By developing relationships
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I am also a lawyer + mediator
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I used to work for the Mayor
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Public Relations | Crisis Management | Public Affairs
NorthCoastStrategies.com| 248.325.8731
Now, I own my own consultancy.
Organizations often find themselves navigating a complex environment that requires dealing simultaneously with litigation, governmental and regulatory actions, media scrutiny and public perception. NorthCoastStrategies is focused on developing meaningful relationships, through insight and advocacy, to protect & enhance the reputation of organizations in the public eye.
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An average day ….
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#ORGPRO13
@dancherrin
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Goals
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Start your playbook
Identify helpful resources
Know your brand
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Marketing Audit
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Intelligence Gathering
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Marketing A
uditR
eview your inventory
PRODUCTS
SERVICES
ADVOCACYMARKETINGMEMEBERSHIP
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What’s Trending
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What’s Trending
POLITICSE
CO
NO
MY
ME
DIA
TECHNOLOGYSOCIAL
COMPETITION
INDUSTRY
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Time Spent on Smartphones
Talking
Texting
Social Networks
*6.3.13 NYT (B7)
Websites
Games
CameraGPSMusicApps
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http://bit.ly/11bTODn
May 2013
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Audit: Ask membership
• Who are the members?• Who are the potential members?• Why are members leaving?• What are the current needs, wants
and perceptions of members?• What are the current needs, wants
and perceptions of potential members.
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Audit: Ask membership
• Survey your members– How did they hear about you– Do you communicate too much or
not enough– How often do they visit your site– Do they follow you on twitter– Have you liked them on Facebook
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Audit: Ask membership
• What does the competition charge?• Which other associations do members
belong to?• How many members purchase products
and services from other associations?• What publications or sites do members
read? How often?• Which conferences/seminars/courses do
members attend?• What are the strengths and weaknesses of
the current products and services?
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Metrics• Who saw your content?
• How much time did they spend reading it?
• What did they do after they read it?
• Where did they go after?
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S.W.O.T.
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Creating the plan
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Audience
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WHO• Industry• Company• Individual
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Content Marketing
Aligning marketing and communications plans
around content creation and social media
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Content Marketing
• Generate leads• Bolster reputation as thought-
leaders• Inform• Engage membership
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Content Marketing
• Tailor content to target market• Engaging• Informative• Useful• Entertaining• Tell authentic stories• Be relevant• Empower an audience
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Content marketing
• More people get news from various sources
• You represent industry• So tell your story and
broadcast it
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Content marketing
• Keep a running list of ideas• Create an editorial calendar
Read It Share ItWatch It
Comm
ent On It
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Media Channels
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Media Channels
WEBSITE
SO
CIA
L M
ED
IA
TRADITIONAL MEDIA
INT
ER
NA
L ME
DIA
EVENTSWORD O
F MOUTH
eMar
ketin
gInfographic
Video
Mobile
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• Where news breaks• Share photos, videos and conversations
via tweets via hashtag # to help find and join the conversation
• Share content, promotional information and ticket info.
• Ask/Answer questions• Provide real-time updates and video, and
promote other activities
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• Share exclusive content • Event information• Hold contests• Give people an inside look
at the association using real-time photos, fun facts, video and more.
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• Owned by Facebook• Snap camera-phone pictures.• Choose a filter to transform their
look and feel, and then instantly post them to Instagram, Twitter, Facebook and Tumblr.
• In addition, others can follow your organization by following a #(hashtag) Instagram feed.
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• Share industry insight• Feature members• Showcase events• Leveraged by Facebook and
Twitter.
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• No visuals no problems.
• What inspires you or your products?
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Other Resources
• Foursquare -- a social city guide that gives its 30 million users the ability to recommend places based on their location.
• Use it to leave tips and must-see locations.
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Email Marketing
Are you communicating the way your members want you to.
Are you communicating too much?
Are you sending it to the right people?
Plan your multi-channel strategy?
Gather intel over 3-5 campaigns
Integrate social media
Create compelling, sharable content
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Media Relations (tips)
Develop relationships
Become a trusted source
Monitor the media and your key contacts
Be responsive
Think like a journalist
Respect timelines
NEVER say “No Comment"
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Personal Brand• Define yourself
– Unique skills, experience, values– What makes you different
• Who are you trying to reach?• What do they think of you
already?• What are you telling them• Communicate your brand
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Crisis Management
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• Monitor the chatter• Know key influencers• Develop clear messaging• Own your brand• Be responsive• Be knowledgeable and
informed• When you blow it, own up to it.• Consider humor.• Have a process in place.• Be empathetic
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Working with agencies
• Create a work plan• Give them a lot of information• Talk with them on a regular
basis• Listen• Be responsive• Manage expectations
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Embrace Technology• Schedule meetings
- Doogle, Tungle, ScheduleOnce
• Schedule volunteers– VolunteerSpot
• Images– GoogleImages, Flickr Creative
Commons, PhotoPin, FreeDigitalPhotos.net
• eBooks: LuLu.com; CreateSpace; SmashWords
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Can they hear your message
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Questions?
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Thank you!
@dancherrin