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Mission – Why Are We Doing This?
The “raison
d’être” of any organization.
A mission statement should succinctly
define the organization’s purpose, products, values, targets and geographic scope.
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What do you think marketing is?
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1. What is Marketing ?
Exchange of Value
“The process
of planning and executing
the conception, Pricing, Promotion and
Distribution of
Ideas, Goods, or Services
to Create exchanges that satisfy
individual and organizational goals”
(American marketing Association)
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The Marketing Mix
Product
Price
Place
Promotion
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The Marketing Mix
In addition to the famous 4P's,
some say we need to add
People and
Time and
Specificity
of the Company
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1. Product
A good, service, idea, person,
event, place, or organization that can be offered to
satisfy consumers in exchange of money or some other unit of value.
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Place
How is our service delivered? How does our
client get it?
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Price
What does our service cost? Remember that even
FREE is a price.
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Promotion -- Communication
The process of conveying a message
to others in order to:
Inform: Consumers can store for
later use
Persuade: Change attitudes
Remind: Keep the “product” in the consumer's mind
Reinforce: Encourage repeated use
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Key marketing questions
Why are we in business?
Where are
we today?
Where do we want to be?
How do
we plan to get there?
Mission
Analysis
Vision
Strategy
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Marketing Environment
The sum of all factors that
affect our organization
Customers
Scanning the environment : Collecting and Analyzing
relevant Marketing Information
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Mission Driven Enterprises
Do you think that mission driven
enterprises are different form consumer goods companies?
Why or why
not?
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Traditional marketing Model
The Market dictates what product to
make
Mission: public satisfaction
Goal: financial success
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Mission Driven Organization Marketing Model
The product leads
to the public, not the reverse
Goal: mission not money
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Purchase evaluation
we use our common sense
Purchase decision
Alternative evaluation
Information
search
Problem recognition
Consumer Decision Making and Us
R
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Promotion – Communicating our
Message to our Clients
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Indifference
Attention
Interest
Desire
Trial
Adoption
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2.Promotional tools
Sponsorships
Public relations
Sales promotion
Direct / E-marketing
Advertising
Personal selling
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Effective Message
Reach
the
consumer
Creative
Memorable
Understandable
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Social Media and
Marketing Communication
Social media is an
umbrella term that defines the various activities that integrate
technology, social interaction, and the construction of words, pictures, videos, and audio.
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Web 2.O
Web 2.0 is a loosely defined intersection of
web application features that facilitate participatory information sharing, interoperability, user-centered
design, and collaboration on the World Wide Web.
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What Are Social Networks?
Users create public profiles
Discover
others with similar interests or backgrounds
Create an online network
of “friends” or colleagues
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Benefits to your Organization
Public Relations
Customer Services
Loyalty Building
Collaboration
Networking
Search Engine
Optimization
Raise Funds
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Some differences in tactics
Web 1.0
Brand in control
One
way / Delivering a message
Repeating the message
Focused on the
brand
Educating
Organization Creates Content
Web 2.0
Audience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creation
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
Obtained from Leveraging Social Media for Fundraising Success by Michael Ames
http://www.slideshare.net/mikeyames/leveraging-social-media-for-fundraising-success
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Some Demographic Information
Source: http://www.checkfacebook.com/
As of 2/17/12, Facebook has
812,135,620 users world wide. The United States has
almost 66% or users.
Among US users:
18-24 24.3%
25-34 23.6%
35-44 16.7%
45-54 12.9%
55-64 8.1%
65+ 5.0%
Females are 54.9 % Males are 45.1%
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YouTube has over 2 Billion views per day
In
any 60-day period, more video is created and posted
than network television created and broadcast in 60 years.
Who Uses Twitter
Source: http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
Less than 10%
of the US population is using Twitter.
It is growing very rapidly
Almost no one reads Tweets more than 6 hours old
45.4% Female 54.6 % Male
18-29 41.5%
30-49 42.3%
50-64 13.7%
65+ 2.6%
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Linked In
http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012
147 Million users
57.9% Male and 42.1% Female
fastest
growing group is 18-24 – 25.8%
25-34 – 33.3%
35-54 –
33.4%
54+ 6.6%
Almost 13% of users are from non-profit, arts, media, and service sectors.
Almost 70% of users are senior management, directors, etc.
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Statistics and Facts
75% of Americans use social media
33%
of adults online post to social media sites at
least once a week
66% of all internet users in the world visit social networks
Using social media is done more often than reading email
It is growing 3 times faster than the internet
93% of social media users believe an organization should have a presence in social media
Sources Forrester, Wecando.biz
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Work Smarter – Use Tools
You can update multiple
accounts at the same time
Desktop – TweetDeck, Seesmic
Monitor what
people are saying about you
SocialOomph, Twendz, Google Alerts
No staff? Want outside help?Use a company like GiveZooks.com (not an endorsement!)
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Remember To…
Listen & Engage
It’s a dialogue, not a
monologue
85% of social media users believe that a company
should also interact with its customers
Be Active
Update your information regularly
Measure
Audience
How does it fit into your offline goals?
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Is Social Media Right for You?
Which social media
tools will allow you to reach your desired audience?
How
will you incorporate it into your current online and offline efforts?
What resources can you put into it?
Who will do the work?
Does your agency should have a Social Media policy?
It’s okay to say it isn’t right for you. But think carefully!
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Keys to success
Keep your site current
Change content continuously
Twitter
and blog posts
Status updates
Pictures & videos
Be interactive and responsive
Don’t
make fundraising the primary focus
Inform
Engage
Inspire
Focus on issues, not only on your organization