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Social Good Summit Presentation

Here is where I talk, using illustrative slides, about how communicators (or marketers) need to capture the goals of social media in order to convey the value.

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Social Good Summit Presentation

  1. 1. Social Good Goals.<br />
  2. 2. Why are you social?<br />photo credit: flickr.com/photos/38047620@N00/3745750018/<br />
  3. 3. Seek a simple strategy<br />+<br />Data drives decisions<br />or a heuristic<br />@mrbenjohnson’s priorities<br />=<br />Disclaimer warning: Ben is a consultant. And likes alliterations. <br />
  4. 4. What does your Board of Directors want to see?<br />photo credit: my wife.<br />
  5. 5. Social media presence to be actively engaging with the ‘younger’ generation.<br />✔<br />Results.<br />✔<br />(fill in the blank)<br />Disclaimer: This is a straw man argument.<br />
  6. 6. “<br />Before charging off to build sites or tools or Facebook pages, institutions need a reality check on their purpose. They need alignment of internal efforts, and they need focus on a credible goal.<br />-Jason Mogus, <br /> CEO & Senior Strategist<br />Communicopia<br />AUG 28, 2011<br />communicopia.com/insights/why-we-stopped-building-websites<br />
  7. 7. Digital Strategy<br />
  8. 8. print ad<br />|<br />direct mail<br />radio<br />|<br />|<br />|<br />|<br />view<br />online ad<br />email<br />billboard<br />tweet<br />|<br />|<br />like <br />|<br />absorb engaging content.<br />kick the tires.<br />donate.<br />sign up for emails.<br />absorb engaging content.<br />follow us.<br />talk about us.<br />donate.<br />get others to donate.<br />Disclaimer: The internet is not a series of tubes or arrows.<br />
  9. 9. emails aren’t <br />going<br />away.<br />Dear *|FNAME|*,<br />Thank you for your generous support. <br />Please take action and click this measurable link. By doing so I will make a series of decisions which will affect all future communications you receive from me. <br />This sentence is bolded because most people just scan emails. <br />Sincerely, <br />Digital Signature<br />The Executive Director<br />CALL TO ACTION!<br />This message is intended for *|EMAIL|*.<br />Please click here to unsubscribe, if you must.<br />LOGO.<br />
  10. 10. 98% receive your email<br />2% soft or hard bounce.<br />18-26% open<br />a few mark as junk.<br />2-5% click<br />0.2-0.5% unsubscribe.<br />1-3% take action<br />How many people do you think read your entire email?<br />
  11. 11. Keep Score like a pro.<br />Sifting through the data.<br />
  12. 12. Billy Beane, my hero.<br />
  13. 13. Wahoo!<br />This is where the button was on the previous image<br />
  14. 14. My Blog<br />OpenMedia.ca<br />
  15. 15. Articulate your strategy.<br />Choose your metrics. <br />Set your goals.<br />Understand the links.<br />Make the connections.<br />Socialize.<br />Keepyour board happy.<br />
  16. 16. CONSIDER A GIFT TO:<br />LIKE THIS <br />PRESENTATION?<br />
  17. 17. OR CONTACT ME.<br />Benjamin Johnson<br />c: Victoria, BC<br />t: 250-580-4236<br />e: ben@979s.com<br />@mrbenjohnson<br />linkedin.com/in/mrbenjohnson<br />