Three converging trends are impacting associations and nonprofit organizations.
I'll be facilitating a Peach New Media Webinar presentation/discussion on a December 9 on this topic.
Please read, share, comment and participate in this discussion on how social media, content marketing and cause marketing are converging to impact how associations work.
2. Making Dreams Fly ®
Converging Trends
Impacting Associations
Content
Marketing
Cause
Marketin
g
Social
Media
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SOCIAL MEDIA
Content
Marketing
Cause
Marketin
g
Social
Media
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Social Media
• Blogs
• Google News Alerts
• Facebook / MySpace
• YouTube
• LinkedIn
• Twitter
• Flickr
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What: Community, relations, research
Old: Word of mouth, networking
New: Web-based tools w/o gatekeeper
Why: Community-member building
Social Media
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Social Media
Strategic advantages for business, brand,
associations, individuals
A blank white board
Combines audio, video, text
Functions: communicate, engage,
education, market
Values: sharing, giving, transparency
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Social Media
DEFENSIVE: Research Tool
Google News Alerts
Twitter Search
Slide Share
PRO-ACTIVE: Branding & Member
Tool
Sharing
2-way communications
Fund-raising
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CONTENT MARKETING
Content
Marketing
Cause
Marketin
g
Social
Media
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What: Sharing content NOT selling
Old: Controlled, Members Only
New: Open to all (w/exceptions)
Why? Be filter for members
Be thought leader
If you don’t someone else will
Examples: marketingprofs.com
raintoday.com
DrakeCo Clients:
CLA, DCHA – Tip of Weeks
Content Marketing
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CAUSE MARKETING
Content
Marketing
Cause
Marketin
g
Social
Media
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What: NonProfit & For Profit
Old: Philanthropy
New: Marketing for Purpose & Passion
Why: Engagement, awareness, funds
Examples:
Trees for Troops
MO KidsFirst
Golden Corral, Applebee’s
Cause Marketing
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50,554 military families
received farm-grown Christmas
trees
Delivered to 53 military
locations in 17 countries
Coordinated
international media
coverage
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Social Media & Cause
• SM can enhance impact of cause marketing
Examples: Twestivals; Tweetsgiving;
TweetUp4Troops
• Follow SM “rules of engagement”
• Don’t exclude traditional media / networking
http://bit.ly/22HmP0
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Putting It All Together
• Content – become thought leader
• Social Media – engage members
• Cause – excite & energize members
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Resources
SOCIAL MEDIA
SM ROI & other numbers: http://bit.ly/4lOSmW
SM “Flower” for Volunteers: http://bit.ly/1yd8z6
Twitter is NOT Social Media: http://bit.ly/3HoyJd
CONTENT MARKETING
Content that Sleeps, Creeps, Leaps: http://bit.ly/1wk1Un
4-Step Strategy: http://bit.ly/FPZdt
Content Marketing Playbook: http://bit.ly/QJ5oO
CAUSE MARKETING
CM Guide: http://stepbystepfundraising.com/guide-to-cause-
marketing#
Cause Marketing Forum: www.causemarketingforum.com
www.Causeaholic.com
28. Making Dreams Fly ®
Converging Trends
Impacting Associations
Steve Drake
President
Drake &Company
drake@drakeco.com
636/449-5050
Twitter: @stevedrake
@causeaholic
LinkedIn: Steve Drake
SlideShare: Steve Drake
Blog: http://blog.drakeco.com
Blog: www.causeaholic.com
Hinweis der Redaktion
Rapid growth … even if you don’t use it, you need to check so you know what your member community is doing …
Facebook had 150 million users on 1/1/09 … by 2/15/09, it had jumped to 175 million users. They have 80 million active users on line every day.
Facebook now – for a fee – will notify people (matching your demographics) to invite them to join your Fan Page.
From control to democracy … biggest change since printing press invented
Is redefining what it means to be a member …
So much info, people seeking trusted source to serve as filer
If association doesn’t, community will find its own …
Example … why didn’t AMA produce marketingprofs.com??
Allows Association and/or DrakeCo to be seen as the “thought leader” … go to group.
Hope you know about this.
FYI … I now have a Twitter account under the name “causeaholic”
CAUSE: Sam’s + Pepsi – recycled plastic bottles … converted to fleece jackets. Results: 37 million bottles recycled. Sam’s donated $300,000+ to Keep America Beautiful affiliates and schools. Aquafina sales at Sam’s clubs up $50 million. And, the program resulted in 100,000 fleece jackets donated to children in need.
How do we change?
How do we help our clients change?
How do we manage the association’s “media portfolio?”