A short presentation given for the Illinois Arts and Business Council regarding the creation of an effective and impactful social campaign that drives patrons from awareness through loyalty to donor activation.

1. John Armstrong!
Sr. Community Manager!
@johnequatro!
Astek!
@astekweb!
Social Media for
Audience Development

2. 1. Fundamentals
2. Reach
3. Engagement
4. Loyalty
5. Activation
6. Fundraising

3. Social media is…
FREE

4. Time is money…
“I keep my mind on my money,
my money on my mind.”

5. “Where did the day go?”
• Ideation
• Image and video creation
• Reading articles
• Reading community posts
• Getting approval from the boss
• Writing and publishing posts
• Replying to your community

6. Time Savers
• Technology and tools
• A schedule
• Content strategy
• Attainable goals
• Interns
Still, like a good crème brulée,
good social media takes time.

7. Clever promotion is primarily
how businesses make
money on social media.
B2B social media is a top-of-funnel channel
through which to offer value and conversation
to a customer.

8. More specifically…
Social media is only useful if
you’re having a
Hint: I couldn’t make that font any bigger…
way conversation.

9. An apple a day…
…keeps your audience from dwindling away.
• Consistency sets expectations of value
• Bring customers back on their own volition
• Reduce the need for promotion
• Less promotion leaves room for more value
• Make important promotions MORE POWERFUL

11. Focus, Focus, Focus
Choose the most relevant platform and…
master it.
• Practice takes time
• Time builds experience
• Experience builds confidence
• Confidence breeds authenticity
• Authenticity builds audiences
• Audiences buy stuff

12. 1. Fundamentals
2. Reach
3. Engagement
4. Loyalty
5. Activation
6. Fundraising
A development funnel with bite!

13. Social Reach
Courtesy of tweetreach.com
Over-appreciated and under-utilized
Only as useful with the right message and audience
But… it’s necessary for awareness and fundraising
So, how do we maximize it?

14. Social Reach
Be your own PR firm: Focus on influencers
• Blogger outreach
• Go through the “rolodex”
• Targeted, scheduled requests for sharing
• Post promotion (FB)
• Sharing through Engagement
• Edgerank improvements (FB)

15. ENGAGE.

16. Engagement
Remember that way conversation slide?
• Write posts that promote a response
• It’s a conversation!
• Never let the conversation die
• It’s about them – not you (don’t be that guy)
• Learn from your comments (It’s the only marketing channel that let’s
you talk to your audience directly, often and in a familiar setting)

17. Engagement
Surprisingly, people don’t yet live in social
media, they live in real life
The most powerful form of social media
merges the online experience with the
offline.
★ Create a social media campaign ★

18. Engagement Campaigns
• Tweet Rate for a Twitter Mention
• Team Olivera at the 5K
• Lobby scavenger hunt
• Outdoor ticket hunt – (Geocaching)
Make them…
• Show/brand relevant
• Fun, engaging in the real-world
• Integrated/supported through offline channels
• Exclusive to your online audience
• Part of the organization’s brand experience

19. Twitter Campaign

20. Loyalty
Exclusivity breeds loyalty.
Hold events for your online community.
Create a new value-adding experience beyond
the product.
Create a memorable relationship.
Make them feel special… invested.
Your social community is powerful when…

22. Audience Activation
Reach:
10 Facebook fans:
~3000 (avg. 300 friends)
1 offline board member:
~30 (avg. 30 hours of nagging)
• The goal of a engagement campaign is to
activate your audience to become brand
ambassadors.

23. Fundraising
• Couch promotion in value.
• Simple + entertaining = Share-ability
• Create a strategically designed landing page
• Facebook Promoted Posts
• Drive traffic to places of value and conversion
• Pay close attention to all online touch points
• Differentiate your online donor strategy
– Promote exclusivity and relevant message
– Online donors are in a different conversation