The largest and best Greek Festival in Southern California is the Orange County (O.C.) Greek Fest in aheim. This presentation was shared with their Festival team about how to use social media to drive awareness for their major event. It includes research and marketing strategy and recommendations to fix their social media problems that are applicable to non-profits and government agencies.

1. The Power of Social Media for
Non-Profits & Religious Organizations
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2. Teri Thompson

3. Cuba Austria
Canada
3

4. Consider The Following
•One Tweet – a message with no more than 140 characters –
turns into $33 million-plus in Haitian disaster relief
•A Town Hall meeting on transportation systems in
Orange County, California is viewed in real-time in
•Russia
•Western Europe
• Asia
•Former struggling competitors are
thriving by sharing customers

5. WHY SHOULD I CARE?
IF NOT FOR YOURSELF, THEN FOR YOUR STAKEHOLDERS
•100,000 people a day are joining a community somewhere around
the world*
•Audiences and consumers are relying on each other for buying
decisions
“Reviews are the New Advertising”
“Conversation is Currency”
•Be aware of how to harness these platforms
for professional and personal branding
•Stay relevant and connected!
*Source: ning.com 2009

6. 2010 United States Library of Congress
Archive all tweets from 2006 into the future for
historical purposes
“Plane on the Hudson”
“ Arrested” Stanford student
Real-time is simultaneously becoming history

7. What is Social Media? Defined
• Free digital platforms
that support conversation
within a community
• Media that is Social
• New Tools
• Instead of one-to-one
It is one-to-many

8. What is Social Media? Reach
United States -Population
• Facebook 1 Billion user per month
• Twitter 478 Million +
• LinkedIn 202 Million+
• YouTube 2 Billion videos per/day
International
• Ren Ren, QQ, Weibo Sina, Kaixin
• Xing, StudiVZ
• V Kontakte, Odnoklassniki

9. Facebook

10. Digital Natives (Mark Prensky – Harvard Univ)
•Generation Y, Generation Net redefined
•Males /Females under 35 years of age
•In U.S. 90 million
•Outnumber Baby Boomers 70 million = “Youth Bulge”
Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.” Boston,
Harvard Business School Press, 2004. 1-2.
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11. Purchase Landscape
Friends Family
Wikis
Consumer
Sender Blogs Coworkers As
Path
Message
Comments Podcasts
Forums
Facebook
You
Mashup
Tube
Communication Blanket
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12. Communication Has Changed Forever
• Non-Profit, Fundraising
• Businesses - all sizes &
categories
• Government
• Entertainment
• Healthcare
• Sports
• Retail
• Restaurants
Everywhere!

13. No Control!
FEAR

14. Manage the Conversation
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15. Social Media Conversation Strategy
Rule #1
• Start with Listening:
– Where the conversation is taking place about
1st, 2nd, 3rd layer
– Find the Influencers
– Give them relevant content they
will want to share

16. Rule #2 - Social Media Strategy
Rules of Engagement
• Openness
• Transparency
• Truthfulness
• Authenticity
• Adding Value
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17. Social Media Strategy
Rule #3
Keep the same branding -
name & graphics/color
across all social media platforms
for brand consistency
&
Link them!
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18. Social Media Strategy
Rule #4
Develop a brand “persona” as your
voice/image on social media
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19. Social Media Strategy
Rule #5
Develop content YOU would like to receive.
Put this shareable content in the hands of
influencers
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20. Social Media Strategy
Rule #6
Measure & adjust along the way
Sentiment, Volume, Velocity, Activity
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21. Strategic Use of Social Media:
Media with a Purpose
Isaiah Mustafa – Old Spice:
“The Man Your Man Could Smell Like”
Weiden +Kennedy
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22. Charities & Non-Profits

23. Guide How To Give

24. Multiple Ways to Donate

25. Apple
Converse
Motorola
Emporio Armani
Gap

28. Non-Profit Social Media Trends 2013
• Social media starting to edge out email in importance to nonprofit
marketers http://npmg.us/2013
• Nonprofits rely most on
– Facebook (94%)
– Twitter (62%)
– YouTube (42%) http://npmg.us/2013
• What excites nonprofits:
– new chances to reach out
– using social media strategically
– more communications planning http://npmg.us/2013
• Nonprofits in the South most likely to rank social media as very important
and love Twitter more than other regions http://npmg.us/2013

29. Twitter for Religious Organizations
Microblogging platform - 140 characters
Twitter shared Stats that had previously been kept under wraps
• Now has 478 Million registered users.
• Twitter users are tweeting an average of 55 million tweets a day.
• Of Twitter's active users, 37 percent use their phone to tweet.
(Source: Chirp, the official Twitter developer conference 4/2010)
Two Basic Twitter Strategies
- Tweet
- Follow

30. Twitter for The Greek Orthodox Archdiocese
of America @goarch

31. Twitter: Being Greek Festival – Sydney, Australia

32. St. John The Baptist Greek Orthodox Church – Social Media Presence
Twitter: @orthodoxy.biz
https://www.facebook.com/oc.greekfest

33. Twitter: @OCGreekFest

34. Twitter – Search & Follow

35. Facebook use by Religions
Facebook is Social Hub
•Links to websites, documents
•Post Photos
•YouTube video interviews, articles,
•Events
Go Where People Are
“ Fish Where The Fish Are”
•FB has 2x+ more viewers
than all the newspapers in the U.S.
combined each day

36. Facebook: Greek Orthodox Archdiocese of America

37. Facebook: Being Greek Festival, Sydney

38. Greek Food Festival Dallas Texas – Top of Page

39. Greek Food Festival – Dallas, Texas – Lower Half

40. Facebook – Orange County Greek Festival
https://www.facebook.com/oc.greekfest

41. Facebook: Taste of Chicago – High “likes”

42. Facebook: Bumbershoot -- Seattle’s Music & Arts Festival
Also on Twitter, Flickr, Foursquare, Yelp

43. Chicago Events in Millennium Park
Twitter: @Millennium_Park

44. YOUTUBE: The Divine Liturgy of The Greek Orthodox Church in English

45. YOUTUBE: OC Greek Festival Channel

46. Wordpress site: ocgreekfest.com

47. http://pinterest.com/
• One of the fastest growing social sites
• 85% female 15% male
• Great site for food, music, fashion, festivals, lifestyle
Top Ten Social Sites 03/25/2012
http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
Pinterest Tips
http://jasonkeath.com/pinterest-tips/

48. Pinterest profile: None but photo posted by 3rd party

49. Pinterest Search: “Greek Festivals”

50. OC Greek Fest – Social Media Awareness Plan
1. What you have already:
• Facebook – change from a “profile” to a “page”
• Start posting 2 x per day. Minimize the !!!! and CAPS
• Post with links to the OCGreekfest.com micro site
• Post close-up photos of food
• Photos of dancing, show children, teens, parents, dancing, music
• TAG with names as often as possible.
• No name, then the Festival name, location, activity
2. Twitter profile: @OCGreekFest (no tweets since November)
• Post tweets with links to the OCGreekfest.com micro site
• Post tweets with links to the Facebook status updates
• Post tweets with links to photos, Pinterest, YouTube videos
• Post 3x per day for three weeks - 4 – 5 times per day leading up to Festival
• Create hash tags #OCGreekFest, #OCGreekfood, #OCGreekMusic, etc.
3. Start a YouTube Channel specifically for the Festival (Make Playlists by the year)
• Channel: O. C. Greek Fest
• Description needs to read: Orange County Greek Fest

51. OC Greek Fest – Social Media Awareness Plan
4. Create a Pinterest Profile:
Repurpose existing photos of all activities, food, etc. into “boards”
5. Write and distribute on-line Press Releases (two)
Recommend 24/7 Press Release www.24-7pressrelease.com
1st - $89 level –send to all regions ASAP
2nd - $89 level- more localized

52. If you need a plan for your
non-profit, government or • Never Stop Learning
religious event,
• Move Forward
we can help.
• Lead the World
Teri Thompson
Rocky Peak Enterprises, LLC
Teri.thompson@rockypeak.com
@TeriThompson1
FB: Teri.Thompson1
LinkedIn: TeriThompson1