Thinking Like a Magazine Editor: Blogging Strategies for your Nonprofit Jordanna Ber, Rethink Breast Cancer As one of the first widely used social media tools, blogs are still a great way to share your message and your ideas online. But the first questions that nonprofits have about setting up a blog is: “What do we write about?” It’s a great question that deserves an even greater answer! In this workshop, Jordanna Ber will walk you through how she manages the Rethink Breast Cancer blog (and other social media channels) by employing methods she learned in the magazine industry. Learn how an editorial calendar can help you create, manage, and track your content. Discover how to transform your company’s assets into interesting and unique content that will get your community of followers talking! Takeaways: - How to set up an editorial calendar to effectively manage your blog and other social content - Tips and tricks to take the stress out of managing numerous social media networks - How to turn content into social media objects

2. Traditional Breast Cancer Events
Teas / Luncheons / Gala dinners
Golf tournaments/ Walks & runs

3. Traditional Breast Cancer Sites

4. Traditional Breast Exam Material

5. Traditional Breast Cancer Awareness

6. How are we different from
other breast cancer charities?

9. Rethink Events

10. Rethink Events

11. Rethink’s Website

12. Touch Look Check (TLC)

13. Our Partners

14. What we do
 Education - Educating young women about the importance of
breast health awareness in a bold, creative and upbeat way, focusing on
prevention and early detection.
 Support - Providing much needed emotional and practical support
for young women battling breast cancer—the numbers are small but the
needs are very real.
 Community - Creating a community for young people to make a
difference in the fight against breast cancer.

15. Rethink’s Challenge
 We are small in numbers but big on ideas
 Lofty goals with a small budget
 Manage volunteer committees across the
country from our head office in Toronto

16. How do we do all this?
By raising our whuffie of course!

17. Whuffie?!?!

18. Whuffie is…
The residual outcome – the currency
of – your reputation.
 Reputation  Positive Sentiment
 Current and potential access to  Reciprocity
ideas  Influence bridging and bonding
 Reach capital
 Talent and resources  Your known accomplishments

19. Making small charities have BIG reach
Conversations online:
 Facebook = Over 500 Million Users
 Twitter = 106 Million Users
 Blogs = 156 Million Users
(technorati.com)
 YouTube = 490 Million users worldwide per month

20. How we raised our whuffie
 Make our constituents ambassadors for the cause
 Live in the community we serve
 Bring the wow-factor
 Create campaigns that are multi-platform and live in the
real world as well as online
 Stay true to your brand

21. Rethink’s social media outlets

22. Twitter Customization

23. Facebook Customization

24. Why blogs are awesome
Blogs…
 Boost donor retention and SEO
 Answer supporter questions and empower through
knowledge
 Use SEO keywords to improve SEO
 Drives traffic back to website
 Google loves blogs!
 Blogs get your brand personality out
 Energize your social media

25. Blog Customization

26. YouTube Customization

27. Case Studies:
Using social media to reach a large audience

28. Rethinking how we use social media
The Problem:
Jill Anzarut, a young mom of 2, needs a life-saving drug called Herceptin to
significantly lower the chance of recurrence for her type of breast cancer.

29. Rethinking how we use social media
The Action Plan:
Reach out and assemble our online community to generate enough noise to
pressure the Health Minister of Ontario, Deb Matthews, to revisit the policy
and make changes based on proof from the most recent research.

30. Rethinking how we use social media
The Outcome:
Ontario government decides to provide breast cancer patients with tumours
less than or equal to 1 cm access to the revolutionary drug Herceptin under
the new Evidence Building Program (EBP).

31. Rethink Romp

32. Rethink Romp

33. Rethink Romp

34. Rethink Romp

35. Rethink Romp

36. Fashion Targets Breast Cancer

37. Fashion Targets Breast Cancer

38. Fashion Targets Breast Cancer

39. Fashion Targets Breast Cancer

40. Fashion Targets Breast Cancer

41. Fashion Targets Breast Cancer

42. Fashion Targets Breast Cancer

43. Fashion Targets Breast Cancer

44. Fashion Targets Breast Cancer

45. Fashion Targets Breast Cancer

46. Fashion Targets Breast Cancer

47. Fashion Targets Breast Cancer

48. Booby Wall

49. Little Sweetheart Monster’s Ball

50. Little Sweetheart Monster’s Ball

51. Little Sweetheart Monster’s Ball

52. Live Laugh Learn
Live Laugh Learn is a guaranteed good time. It’s also a
pretty special opportunity to socialize with other young (or
youngish) women who get what you’re going through, while
enjoying an evening of education, camaraderie and goodies.

53. Live Laugh Learn

54. Live Laugh Learn

55. TellHer2.com

56. TellHer2.com

57. About Her

58. Creating NEW platforms & properties for social
media opportunities

59. Creating NEW platforms & properties for social
media opportunities
Social Media Plans:
 Push through to Facebook
 Blogs from the photo shoot/
the men/ the creators/
Rethink project managers
 Twitter
 YouTube video
 QR code

60. Creating NEW platforms & properties for social
media opportunities

61. Creating NEW platforms & properties for social
media opportunities
Breast Fest - Film Festival
Breast Fest is the world's first film
festival dedicated to breast cancer
awareness. This annual festival uses
films, panels, workshops and speakers
to connect people to the breast cancer
cause, inspire dialogue, facilitate
learning and foster community.

62. Breast Fest PSA

63. Creating NEW platforms & properties for social
media opportunities

64. Creating NEW platforms & properties for social
media opportunities

65. Creating NEW platforms & properties for social
media opportunities
Twitter:
 Tweets from over 38 cities
around the globe!
 Strong response to creative
for the 2010 Festival: Good &
Bad

66. Creating NEW platforms & properties for social
media opportunities

68. How do I manage all this?
Set up an editorial calendar!
 Use excel to track all upcoming campaigns and how you are going
to promote them.
 Include a column for:
Date, Campaign, Article author (who’s going to write it?), Type of article
(Blog, Tweet, Facebook Post, Eblast etc), Publication Date and Notes

69. You’ve got ideas and a schedule…
Now manage it!
Tips to take the stress out of managing numerous communities:
 Link your accounts
 Use Google Analytics
 Try an app (North Social, Wildfire, Bitly, Tweet Deck, Tweet Stats etc)

70. To Recap…
 Strong Brand = Strong Audience
 Start building your whuffie
 Rethink how you use social media
 Create NEW platforms & properties for social media opportunities
 Manage it

71. We think differently

72. Questions?

73. Brainstorm time…
 Take a moment to jot-down a couple of campaigns that your
organization runs throughout the year.
 Now, how can you creatively use those campaigns to push through
social media sites to raise awareness?
 Come up with 2-3 ideas of how you can use Facebook, Twitter,
YouTube and your blog to promote the initiatives.
 Share it!

74. Email:
jordanna@rethinkbreastcancer.com
Blog:
rethinkbreastcancer.blogspot.com
Facebook:
Facebook.com/RethinkBreastCancer
Twitter:
@RethinkTweet