For Nonprofits: Marketing, PR, Social Media and Engagement...what's the difference and why does it...
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Paul Clarke Nonprofit Resource CenterMarketing, PR, Social Media, Engagement…. What’s the difference and does it really matter to you?
May 20, 2014
Kevin Erb
Director of Public Relations and Social MediaA former editor and journalist, Kevin has a decade of experience in driving effective
corporate communications, public relations and social media efforts for a wide range of companies — and most importantly, getting measurable results. Ferguson clients rely on Kevin to analyze a strategic cross-section of media channels and tools and put his unique perspective to work for them. A native of Fort Wayne, Kevin is a graduate of Ball State University and is a passionate community supporter and volunteer.
Heather Schoegler, M.S.O.L.
Senior AssociateWith over 12 years experience in public relations and 10 years in the healthcare
industry, Heather applies her experience to design projects, community campaigns, and strategic planning. Most recently, she served as Director of Community Engagement for Parkview Health and was responsible for leading efforts related to corporate citizenship, strategy and public relations. She regularly speaks on social media and communications topics. Heather serves on several local non-profit boards, volunteers and cheers the community’s success. She holds a B.A. in Media and Public Communication, M.S. in Organizational Leadership and is a candidate for a Graduate Certificate in Public Health.
What We’ll Cover1. Doing more with less2. Thinking - and acting - strategically3. Defining your audience4. Defining your toolkit5. Building your arsenal6. Transforming audience in to advocates7. Empower your advocates8. Sharing some inspiration9. Answering your questions
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DOING MORE WITH LESS
“It’s not about what you do,
but how well you do it.”
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DOING MORE WITH LESS
“It’s not about what you do,
but how well you do it.”
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DOING MORE WITH LESS
• Social Media• Advertising • Public Relations• CSR• Donor Relations• Volunteer Relations 1
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DOING MORE WITH LESS
1
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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
• Who…is our audience
• What…are we trying to say
• Where…can we engage with them
• When…can we engage with them
• How…do we best say it
• Why…do we want to do this ?
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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
AudienceObjectivesAssetsArmy
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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
SMART GoalsSpecificMeasurableAttainableRealisticTime-Bound
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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
SMART Goals
Communication Strategies
Tactics
mea
sure
measu
re
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Consider mapping out your goals, strategies and tactics. By looking at them visually, you can easily identify gaps you need to further develop.
THINK AND ACT STRATEGICALLY
Tactics
Spreadsheet template via http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
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DEFINE YOUR AUDIENCE
DonorsVolunteersEmployeesBoard MembersGeneral Public
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DEFINE YOUR AUDIENCE
DemographicGeographicPsychographic
Audience Persona
WHY?
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DEFINE YOUR AUDIENCE
TargetingEfficiencyEffectivenessEngagement
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DEFINE YOUR AUDIENCE
“But isn’t everyone a potential donor?”
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DEFINE YOUR AUDIENCE
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DEFINE YOUR AUDIENCE
Spreadsheet template via http://amysampleward.org/2011/01/20/diy-community-engagement-metrics/
/
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Marketing
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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mar·ket·ingnoun \ˈmär-kə-tiŋ\: the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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mar·ket·ingnoun \ˈmär-kə-tiŋ\: “What”
verb \ˈmär-kə-tiŋ\: “Selling”
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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Public Relations
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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pub·lic re·la·tionsnoun: the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also : the degree of understanding and goodwill achieved.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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pub·lic re·la·tionsnoun: “What.” also: Awareness building.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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Social Media
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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so·cial me·dianoun: forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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so·cial me·dianoun: “Where;” a conversation. Today’s online version of deli counter or water cooler.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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Engagement
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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en·gage·mentnoun : emotional involvement or commitment <seesaws between obsessive engagement and ambiguous detachment — Gary Taylor> [Engaging = tending to draw favorable attention or interest]
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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en·gage·mentverb : “How”; Building Relationships. Creating investors and advocates. Encouraging trust and linking arms, while raising awareness and visibility. How a consumer is interacting with your brand.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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en·gage·mentverb : “Process of building relationships with community members who will work side-by-side with you as an ongoing partner, in any and every way imaginable, building an army of support for your mission, with the end goal of making the community a better place to live.” - Community Driven Institute.
Artist in Residence PROFILESDEFINE YOUR TOOLKIT
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BUILDING YOUR ARSENAL
?
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BUILDING YOUR ARSENAL
3Cs
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BUILDING YOUR ARSENAL
CultivationCreationCuration3C
s
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BUILDING YOUR ARSENAL
Cultivation
Marketing CollateralWebsiteAnnual ReportPhotos & VideosStories
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BUILDING YOUR ARSENAL
Creation
StoriesEventsCase Studies/Testimonials
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BUILDING YOUR ARSENAL
Curation
Current Events/Local NewsTrade JournalsIndustry ExpertsBloggers/WebsitesE-Newsletters
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BUILDING YOUR ARSENAL
CON
TEN
T ST
RATE
GY
Content InventoryEditorial CalendarContent Opportunities
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BUILDING YOUR ARSENAL
Presentation
White Paper
Blog Post
E-Blast
Social Media1=5
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BUILDING YOUR ARSENAL
Tradeshow
- Brochures- Business Cards
- Portfolio List
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BUILDING YOUR ARSENAL
Tradeshow
Direct Mail
Targeted Email
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BUILDING YOUR ARSENAL
Tradeshow
- Client Testimonials
- Visual Portfolio- Ltd Promo Item
Direct Mail
- Call-to-Action- Ltd Promo Item
Targeted Email
- Attendees- Booth Visitors
- Preso Attendees
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Meet Them Where They Are
Speak Their Language
Celebrate Them
Artist in Residence PROFILESTRANSFORMING AUDIENCE TO ADVOCATES
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BUILDING YOUR AUDIENCE
HoursLocationPhysical SpaceCustomer ServiceEvents
BUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES
“What’s in it for me?”
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DEFINE YOUR AUDIENCEBUILDING YOUR AUDIENCEBUILDING AUDIENCE TO ADVOCATESTRANSFORMING AUDIENCE TO ADVOCATES
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BUILDING YOUR AUDIENCE
Image via http://communityorganizer20.com/2012/05/18/why-the-pata-facebook-metric-works-the-return-on-engagement-of-community-commitment/
TRANSFORMING AUDIENCE TO ADVOCATES
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BUILDING YOUR AUDIENCE
SizeDoes
NOT Fit All1
TRANSFORMING AUDIENCE TO ADVOCATES
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DOING MORE WITH LESSTHINK AND ACT STRATEGICALLY
SMART Goals
Communication Strategies
Tactics
mea
sure
measu
re
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BUILDING YOUR AUDIENCE
Donor Retention
TRANSFORMING AUDIENCE TO ADVOCATES
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BUILDING YOUR AUDIENCE
Meaningful Relationships
TRANSFORMING AUDIENCE TO ADVOCATES
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ENGAGING YOUR AUDIENCE
Prospects
DonorsAdvocat
es
EMPOWER YOUR ADVOCATES
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Campaign
Marketing Cancer Service’s Prostate Cancer Awareness
Public Relations Kroger Community Engagement Report
Social Media Indiana Blood Center Facebook Contest
Engagement #LetsGiveAllenCounty
SHARING SOME INSPIRATION
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CANCER SERVICES OF NORTHEAST INDIANA
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KROGER COMMUNITY ENGAGEMENT REPORT
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INDIANA BLOOD CENTER
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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LET’S GIVE ALLEN COUNTY
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Campaign
Marketing Cancer Service’s Prostate Cancer Awareness
Public Relations Kroger Community Engagement Report
Social Media Indiana Blood Center Facebook Contest
Engagement #LetsGiveAllenCounty
SHARING SOME INSPIRATION
Thank you. PCNRC Marketing Seminar| May 20, 2014 ©MKM and Ferguson Advertising | 65
Kevin Erb
[email protected] 260-426-4401
Heather Schoegler, M.S.O.L.
[email protected]@HSchoegler
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