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Extending the Reach and Influence of Nonprofits with Social Media

The full deck from the presentation today. Here's more information. Event Details Are you managing social media as part of your nonprofit’s marketing mix? Then this workshop is for you! In this case-study style workshop you will learn: How to think about content for use in social media Where to source content including internal and external stakeholders What tool and approaches can be used to distribute and amplify your social media impact How to analyze the results of message amplification effects Hosted By: United Way Worldwide & GaggleAMP 1:00PM - Registration and networking 1:30PM - Identifying & Creating Nonprofit Content and Content Strategy Chris Abraham - Director, Social Media at Unison Agency 2:00PM - Content Case Study - United Way’s Social Content Strategy Jason Bethke - Manager, Online Engagement & Marketing at United Way Worldwide 2:45PM - Social Media Distribution Case Study - Activating United Way’s Network to Augment, Amplify and Align the Online Brand Experience Brian Cox - Director of Online Engagement at United Way Worldwide Glenn Gaudet - President & Founder , GaggleAMP 3:30PM - Tool Discussion with Q&A Presenter Bios: Chris Abraham - Director, Social Media at Unison Agency is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, Web strategy consultant and advisor to the industries’ leading companies. Jason Bethke - Manager, Online Engagement & Marketing at United Way Worldwide Brian Cox - Director of Online Engagement at United Way Worldwide As Director of Online Engagement, Brian Cox oversees the digital group at United Way Worldwide, and serves as the primary digital marketer and brand manager online. In this role he is responsible for United Way's strategy and innovation online and in social space. Glenn Gaudet - President, GaggleAMP Glenn brings over 20 years of comprehensive experience in both strategic and product marketing for technology and media companies ranging from startup to $1 Billion in sales. He has delivered results in and pioneered new techniques in marketing technology. He is also the author of Connection, Community & Conversation: Making Social Media Work for Business.

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Extending the Reach and Influence of Nonprofits with Social Media

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  1. Extending the Reach and Influence of Nonprofits with Social Media United Way WorldwideIdentifying & Creating Nonprofit Contentand Content StrategyExtending the Reach and Influence ofNonprofits with Social Media#nonprofitsm

  2. June 4, 20132Chris Abraham is a leading expert in digital: online reputationmanagement (ORM), Internet privacy, social media marketing anddigital PR with a focus on blogger outreach, blogger engagementand Internet crisis response.Email: chris@unisonagency.comTwitter: @chrisabrahamGoogle+: rnnr.us/plusFacebook: facebook.com/chrisabrahamLinkedIn: linkedin.com/in/chrisabrahamBlog: chrisabraham.comMobile: +1 202-352-5051Hashtag: #nonprofitsmChris Abraham#nonprofitsm June 4, 20132Chris Abraham is a leading expert in digital: online reputationmanagement (ORM), Internet privacy, social media marketing anddigital PR with a focus on blogger outreach, blogger engagementand Internet crisis response.Email: chris@unisonagency.comTwitter: @chrisabrahamGoogle+: rnnr.us/plusFacebook: facebook.com/chrisabrahamLinkedIn: linkedin.com/in/chrisabrahamBlog: chrisabraham.comMobile: +1 202-352-5051Hashtag: #nonprofitsmChris Abraham#nonprofitsm

  3. June 4, 20133• Your Organization• Your illustrious history• Your noble vision• Your past wins• Your narrative• Your Staff• Empower personal brand development• Your Industry• Industry news and happenings• How do you influence the industry?• How does your industry influence you?Content Strategy#nonprofitsm June 4, 20133• Your Organization• Your illustrious history• Your noble vision• Your past wins• Your narrative• Your Staff• Empower personal brand development• Your Industry• Industry news and happenings• How do you influence the industry?• How does your industry influence you?Content Strategy#nonprofitsm

  4. June 4, 20134• Your Issue• Stop preaching to the choir• No inside baseball or wonking out• Remediate, remediate, remediate• The News• The news effects us all• How are you part of the news?• How does it effect your nonprofit?• The Influencers• Share the news of others – best way to connect• People always notice retweets, shares, etcContent Strategy#nonprofitsm June 4, 20134• Your Issue• Stop preaching to the choir• No inside baseball or wonking out• Remediate, remediate, remediate• The News• The news effects us all• How are you part of the news?• How does it effect your nonprofit?• The Influencers• Share the news of others – best way to connect• People always notice retweets, shares, etcContent Strategy#nonprofitsm

  5. June 4, 20135• Social Media• Online Influencers (Facebook, Twitter, LinkedIn, etc)• Twitter Lists (Create Your Own or Discover Public Lists)• Keywords & Hashtags (Hitchhike or Create)• Who do the influencers follow?• Mainstream Media• Mainstream Media Clipping Services (Meltwater News)• Mainstream Media Email Alerts (WaPo, FT, NYT, etc)• Organizations’ & Associations’ Email Lists• Internet Search• Google AlertsSourcing News#nonprofitsm June 4, 20135• Social Media• Online Influencers (Facebook, Twitter, LinkedIn, etc)• Twitter Lists (Create Your Own or Discover Public Lists)• Keywords & Hashtags (Hitchhike or Create)• Who do the influencers follow?• Mainstream Media• Mainstream Media Clipping Services (Meltwater News)• Mainstream Media Email Alerts (WaPo, FT, NYT, etc)• Organizations’ & Associations’ Email Lists• Internet Search• Google AlertsSourcing News#nonprofitsm

  6. June 4, 20136• Feeds & Newsreaders• Netvibes• NewsBlur• Feedly• The Old Reader• Reeder• NetNewsWire• Flipboard• (TweetDeck)• Blogs• Alltop, Technorati, Google Search, BlogrollSourcing News#nonprofitsm June 4, 20136• Feeds & Newsreaders• Netvibes• NewsBlur• Feedly• The Old Reader• Reeder• NetNewsWire• Flipboard• (TweetDeck)• Blogs• Alltop, Technorati, Google Search, BlogrollSourcing News#nonprofitsm

  7. June 4, 20137Follow Influencers#nonprofitsm

  8. June 4, 20138Like Facebook Pages#nonprofitsm

  9. June 4, 20139Add Google+ Pages#nonprofitsm

  10. . June 4, 201310Twitter Lists#nonprofitsm

  11. . June 4, 201311Meltwater News#nonprofitsm

  12. . June 4, 201312Google Alerts#nonprofitsm

  13. . June 4, 201313Flipboard#nonprofitsm

  14. . June 4, 201314Flipboard#nonprofitsm

  15. . June 4, 201315Flipboard#nonprofitsm

  16. . June 4, 201316Feedly#nonprofitsm

  17. . June 4, 201317Feedly#nonprofitsm

  18. . June 4, 201318Feedly#nonprofitsm

  19. . June 4, 201319Buffer#nonprofitsm

  20. . June 4, 201320HootSuite#nonprofitsm

  21. . June 4, 201321GaggleAMP#nonprofitsm

  22. . June 4, 201322OutsourcingWhen social media isn’t your core competencyOr, let’s be honest, you really hate social media• When you can’t put the time in to do the reading• When you don’t enjoy doing the writing• When you haven’t mastered the art of social mediagrammar, protocol, hash tagging, semantics, timing, orformat• When you’re not yet in tune with the social mediasphereWhen you need to extend and expand the volume, texture,and consistency of your content coverage• Social media is a 24/7/365 commitment#nonprofitsm

  23. . June 4, 201323Social Media Maxima#nonprofitsm

  24. . June 4, 201324Thank You!If you have any questions at all, you can reach me directly:Email: chris@unisonagency.com Mobile: +1 202-352-5051Twitter: @chrisabrahamGoogle+: rnnr.us/plusFacebook: facebook.com/chrisabrahamLinkedIn: linkedin.com/in/chrisabrahamBlog: chrisabraham.comSocialmedia.biz: socialmedia.biz/author/chrisabrahamBiznology.com: biznology.com/author/chrisabraham/Huffington Post: huffingtonpost.com/chris-abraham/#nonprofitsm

  25. . United Way WorldwideContent ManagementA United Way Case Study@JasonBethkeManager, Online EngagementUnited Way Worldwide#nonprofitsm

  26. . June 4, 201326Facebook:Information, Donations, External Attendance, Site TrafficTwitter:Specific outreach, Thought leadership, RT’s, TrendsSpecialty Channels?CONTENT IS YOUR CURRENCYWhat’s the value of a “Like?”#nonprofitsm

  27. . June 4, 201327Viruses:We’ve all had themYou don’t pay for themEveryone builds immunitiesDon’t make a viral YouTube video –Know that you want to, but wait for the perfect contentViral Marketing#nonprofitsm

  28. . Alpha Mom – Tech LadderSegmenting Your Audience

  29. . June 4, 201329Develop Personas: Example Alpha MomGaining Audience:Place content vs. push contentYou are who you associate withPost targetingWhat’s trending? When are you posting?Building Conversation:Tweet with your followers & influencersBrand yourself – TONE: Necessary & memorableSegmenting Your Audience#nonprofitsm

  30. . June 4, 201330Committed: Be Dependable & BrandedCurated: Theme & ContextCalendar: Time & ContinuityWhat’s the action?Ask to Give vs. Inspire to ContributeContent Management“… Donate toUnited Way today!Donation URL“When we reach out ahand to one…Donation URL#nonprofitsm

  31. . United Way’s Content Calendar

  32. . Q&A#nonprofitsm

  33. . United Way WorldwideOrganization Stakeholders#nonprofitsmGlenn Gaudet @glenngPresident & FounderGaggleAMP

  34. . Engaging StakeholdersWho are they?June 4, 2013#nonprofitsm

  35. . FansJustin Bieber is #1 on TwitterRetweets .08%Favorites .05%How about your fans?June 4, 2013#nonprofitsm

  36. . AdvocatesGround Game MattersSusan G Komen vs. PlannedParenthoodJanuary 2012 CrisisJune 4, 201336 June 4, 2013#nonprofitsm

  37. . StaffA nonprofit’s staff andemployees are aconstant reflection ofyour organization tothose they interact with.Their collective reach ispowerful!June 4, 2013#nonprofitsm

  38. . ChaptersThe local entities thatrepresent your nonprofit.These represent their ownsocial media presence.June 4, 2013#nonprofitsm

  39. . Affinity LevelsHigherAffinityLowerAffinity

  40. . Value of SharingJune 4, 2013#nonprofitsm

  41. . United Way WorldwideUWW & GaggleAMP#nonprofitsm@JasonBethkeManager, Online EngagementUnited Way WorldwideGlenn Gaudet @glenngPresident & FounderGaggleAMP

  42. . June 4, 2013421,200 Local United WaysDrastically Different:AudiencesInitiatives & GoalsBudgets & Capacity (Web IQ)One BrandFocusing On:TrustAwarenessCommunity ImpactBuilding a Cohesive Network Voice#nonprofitsm

  43. . June 4, 201343ContentBlogsSocialLearningWeekly VideosImplementationAnalyticsStrategy (Calendar)The Digital SuiteGaggleAMP#nonprofitsm

  44. . June 4, 201344Event PromotionOnline – #BigThanksOn Ground – Healing in the HeartlandCampaignBrand BuildingMacro vs. Micro ThemesCustomizationAudience GrowthDrastically Different Web IQGaggleAMP Content Management#nonprofitsm

  45. . June 4, 201345Sample Messaging#nonprofitsm

  46. . June 4, 201346Analytics

  47. . Q&A#nonprofitsm

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