1. Aligning your Social Media
with your goals
November 2012

2. Social Media is not
– The magic bullet to solve your marketing problems
– The main revenue source
– Only a customer service platform
• Paid Search Owned • Social Media
Platforms
• Advertising
• Blog
• Online partnerships
• Website • Influencers
• Email marketing
• Email database
Paid
•
•
Content
Search Earned

3. Social Media is
– A compliment to your existing marketing efforts
– A platform that enables your company to tell it’s story
– An opportunity to engage and converse with your supporters
– A platform to engage your influencers and brand ambassadors

4. Changes in social strategy
Current thinking
Social reach + Traffic to site = Digital Acquisitions
“Get as many fans as possible to drive traffic to your site”
Future thinking
Social reach + Social Engagement
=Increased Trust, Increased Word of Mouth marketing, Brand lift
= Acquisitions across all channels + increased retention/repeat giving.
“Get as many people engaged with your brand in a meaningful way. They
will remember you, trust you, stay with you and give when asked”

5. It’s all about Engagement
Do you have a goal for the way you engage your audience?
• Do you know your target demographic?
• Do you have a distinct style/personality to engage your audience?
• Do you have answers for the hard questions?
• Do you know what content is most appealing?

6. What Social Media Platform should
you focus on?

7. Platforms serve different
demographics and needs

8. What are your goals?
New Supporters?
Get more from supporters?
Keep your supporters?

9. 3 things to remember
1. Aim to build an engaged community
1. Identify what platforms match your target demographic
1. Align your tactics with your goals