old communication model = monologue

The Past

The Future of Marketingat Pace

Using what we have learned

From 2008…..

Marketing and Outreach 06/07• Developed first Pace audience chart to

identify where marketing efforts would be focused.

• Focused efforts primarily on school districts– Development of “Groups”– Utilizing Matrix

Examining target audiences• Mental Health Marketing group

– Children's Hospital CDU– Base Service Units/ Service Coordination– Wraparound Agencies– Family Support Organizations

Raiser’s Edge database will:• Improve management of

constituents• Improve communication with

constituents• Improve analysis of marketing

and fundraising efforts

The Present

Districts

Parents

Community

Mental Health

Raiser’s Edge

Constant Contact

Social Media…

… is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio

http://www.wikipedia.org

WHAT?!

Social Media is people having conversations online

Conversations are powered by:•Blogs•Online Chat•RSS•Social Networks•Message Boards•Podcasts•Video Sharing Sites•Photo Sharing Sites•Virtual Worlds

Why should we care???

>120,000,000videos

200,000 new videos per day

>200,000,000 blogs

73%Of active online users

have read a blog

Source: Universal McCann Comparative Study on Social Media Trends April 2008

have joined a social network

57%

Twitter now has 105,779,710 registered users.

180 million unique visitors come to the site every month.

New users are signing up at the rate of 300,000 per day.

http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics

39%

Subscribe to an RSS feed

55%have uploaded photos

83% have watched video clips

“In 2010, if you are not on a social

network site, you are not on the

internet.”IAB Status Report: User Generated Content, Social Media, & Advertising

Social Media is not a fad

It is a fundament

al shift in the way

we communica

te and advertise

So what does it all mean??

Only 14% of people trust

advertisements

78%of people trust recommendationsof other consumers

Nielsen “Trust in Advertising” Report, October 2007

That’s….

14% vs. 78%

hmmmmm……

The new communication model is

Dialogue

I’m justtweetingto tell youI blogged

Which means we ARE….transparent

inclusiveauthentic

vibrant

…. and means we are NOT

controlled

planned

exclusive

product-driven“on message”

genuine

Generation X

born late 1960’sTo

early 1980’s

Trust bloggers’

opinions on products &

services

32%

55,497,740

facebook users between the age of 25 – 55

They don’t care about our Ads

They care about what other people

think

Listening

Putting ourselvesPutting ourselves

out thereout there

Starting conversations…..

…. Not talking AT people, but WITH them

We are relinquishing control

Well… some of it…

Reminder:

The goal is NOT to

control the conversation

The goal is to:

enableinspire

influence

And engage