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Marketing 2.0 for Professional Nonprofit Leadership

This two-session course will focus on the variety of free social media tools available to nonprofits today. But no tool or tactic can help if your nonprofit doesn't know its purpose...
by

Haz Said

on 21 September 2016

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Transcript of Marketing 2.0 for Professional Nonprofit Leadership

Audience: you probably have more than one
donors
board
employees
clients
150
Marketing 2.0 for nonprofits
Sep 30 and Oct 2, 2013
University of Idaho, Coeur d’Alene
The Five Ps o' Marketing
Product
Price
Place
People
Promotion
Dunbar's Number
the number of people with whom one can maintain stable social relationships
proposed by Professor Robin Dunbar, who found a correlation between primate brain size and average social group size and proposed that humans can only comfortably maintain 100-230 stable relationships
Genius round:
Who are your organization's 150?
* consider the power
of story on:

board motivation
staff morale
volunteer recruitment
Genius round
No tool or tactic can help
if you don't know how
you want to change
the world.
How might I be useful to you?
People don't really want fridges
—they want cold beer.
New Ps for Nonprofits
Purpose
Presence
Proximity
People
Partnerships
Facebook
Facebook
owns
Instagram

integration perks?
What makes your institution remarkable?
Are you telling compelling, true stories?
Genius round
First things first
values > vision > mission
PURPOSE
Google
google.com/nonprofits

Sign up.
Now-ish.
Twitter
Vine: six second looping video (use a tripod)
Pinterest
pinboard photosharing
themes
tags
Instagram
Google
copy and paste as needed and take advantage of an infinite canvas!

Haz Saïd

Tell stories
your audiences
will care about

Your expectations of this class?
The marcom needs of your organization?
Your top marketing questions?
worth thinking about
worth contributing to (time, money, cred)
worth talking about
Stories humanize
They personalize
Stories make your FACTS entertaining
Stories connect us across divides
Stories are memorable
1. Know your purpose
2. Know your audience(s)
3. Engage your audience(s) in your developing story
The market orientation
Story arc checklist
Stasis
Trigger
Quest
Surprise
Critical choice
Climax
Reversal
Resolution

Beginning > middle > end > repeat
Involve your audience in "writing" the next chapter; help them spread the shared story.

W6 structure
who
what
where
when
why
WOW
Five sensing:
sight and sound are just the beginning
Storytelling
tips + tricks
Can your organization promise
a great story?
Apple took a big risk
by doing just that:
22 rules of storytelling
from Pixar:
tinyurl.com/pixartips
Who are your audiences?

Think stakeholders.
hmsaid@wordlabwest.com
Thank you,
Passion!
plus.google.com
Google's version of Facebook.
With Google perks.
YouTube
tinyurl.com/googlestarter
youtube.com/nonprofits
youtube.com/playbook
micro-blogging: 140 characters per post
short links to pictures and other media
best practices: tinyurl.com/fbtoptips

pictures and video
authentic voices
potent questions and polls
page insights/analytics

Maybe you're not the best messenger for your organization.

Enlist:

People helped by your organization
Donors
Volunteers
Fans
Front line staff
Third-party rating agencies
Charity watchdogs
Partners
Kids involved in your cause
Celebrities
pictures
video
filters + effects
tags
Genius Round

Develop a
Social
Media
Mix
enews/email?
Facebook + Google+?
YouTube?
Twitter/blogging?
Instagram/Vine/Pinterest?

Scheduling
Programming

Streamline
hootsuite.com
bufferapp.com
shortstack.com


google.com/calendar or calendar.yahoo.com
trello.com or teambox.com

this whole prezi:
tinyurl.com/socialmediafornonprofits

bonus social media tips for nonprofits:
tinyurl.com/socmed50tips
tinyurl.com/50moretips

'nother thing:
tinyurl.com/cultofdone




Thank you,
Haz Saïd
hmsaid@wordlabwest.com


tinyurl.com/bestposttimes
keep it real. real fun.
Full transcript