Social Media Marketing

An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue

Gail M. Romero, Executive Producer

Online Marketing is the art and science of leveraging the internet to get your message across so that you can move people to take action.

Social Media is the act of leveraging specifically social media platforms (where people connect and communicate) to promote a product or a service to large numbers of people to create buzz and thus to increase awareness, thought change and support.

Be thought of as the leader in the global cancer mission◦Move cancer up the global health agenda

through policy and advocacy Women and girls and the global cancer burden Expert on global economics of cancer

◦Tobacco control – Africa Global policy and advocacy

Increase financial support to American Cancer Society – Global Health

Potential Actions We Desire Example

Email - Listservs Ebooks Online commentary Blogs Social Networking – Facebook, Twitter,

LinkedIn, MySpace, international sites! Video and photo sharing – YouTube, Flickr,

Vimeo Chat rooms and message boards Wikis Social Bookmarking – Digg, Delicious

Social Media

The ACT Methodology

Successful Online

Marketing

Targeted Information◦Relevant◦Valuable◦Compelling

Highlighting Expertise Creating the Stories Niche Authority

You are the Publisher

Building the Framework

‣Drive the right people to the website

‣Have the right content on the website

‣Have the right contacts at the website

‣Our people are our strength

‣Our expertise is in our people

‣Our people are our best networkers and PR

Brand – what is our word or tag line?◦In progress◦Establishes our framework

Outcome◦Tobacco Goals◦Advocacy Goals

Differentiating from the competition –

Attract

Stranger turns into a consumer◦ Consumer of information◦ Converted

Stranger turns into a collaborator(customer) or supporter◦ Consumer of information◦ Likes – converted – engages

Stranger turns into a connector◦ Interested but not a consistent consumer◦ Connects you to a stranger with like interests

Studies show people who sample are more likely to buy Old marketing adage – 7 times!

Convert

Make it easy Do a good job – your success will attract

more success Share stories

◦Establish expertise◦Attract viewers◦Video interviews◦Audio interviews◦Pictures of those you help – learning, sharing,

growing

Transform

We own it! It’s free! It can become content rich environment that

positions and…◦ Brands the organization◦ Introduces the mission and vision, ◦ Highlights the goals, ◦ Introduces the partners, ◦ Presents the successes and stories, ◦ Emphasizes the team, ◦ Shares the travels, and the possibilities

What is The Best Conversion Tool? Our WEBSITE!

It’s expected It’s efficient It converts

◦ First we ATTRACT with social media

◦ Drive to the website to CONVERT

◦TRANSFORM them into supporters, advocates, collaborators, connectors, and believers

Website mandate - ACT

Online Marketing TacticsMethod Attrac

t?Convert? Transfor

m?

Social media marketing Yes Yes consumer NOT customer

Yes

Website/blog/podcast Yes Yes consumer AND customer

Yes

Email marketing No Yes consumer AND customer

Yes

Giveaway on site to build email list

Yes Yes consumer No

Search engine optimization

Yes Yes consumer AND customer

No

Video Yes Yes consumer ANDCustomer

Yes

Design – we have it! Structure – is it easy to find us? Content – do we have our people, our

mission, our vision, our goals, our programs and our stories?

Optimization – we have it! Maintenance – think of a retail store…do

we have new product to share, new ideas for the season, new colors and trends?

5 Elements of a Great Website

Target our market – write the description of who we want to transform

Target our search phrases Write and edit page content

◦Repetition is key for SEO◦Alt tags count (buttons, logos, diagrams,

charts)◦Tag the website – Title. Content, Description,

Keywords

SEO (Search Engine Optimization)

The Difference Between Marketing and Social Media Marketing

Traditional Marketing Online Marketing/Social Media Marketing

Dominate the market Create a community within the market

Shout out loud Listen, and then whisper

Me, me, me Us, us, us

Push the product or service Pull in people with your message/story

Advertising Word of mouth

Control Allow

Pursue “leads” Nurture relationships

49% of recently polled web users engaged through recommendations they received through a social media site – including donors, and thought changers.

Social media sites are where people are. People interested in your mission and vision are

looking for a place to find information – be the provider and the expert!

Trust in advertising continue to erode and trust in nonprofits is not immune – others can be the best WOM you can find!

People are already talking about you – join the conversation!

Why Bother?