Summer Presentation Series: The American Cancer Society

I'll be presenting at a panel discussion this morning for the America Cancer Society New England Divisions Marketing and Communication leaders. The topic? Why social media of course! And using it for volunteers, fundraising, and PR.

I used Google Docs to create my agenda and then "published to my blog" and have now added this intro. Sweet! Here's what we'll be talking about today:

1. Intro Me:
• Currently Assoc. Prof of Marketing and e-Business Management
• Formerly the Regional Communication Director for ACS (1998-1999)
  
2. Goals:
• how local nonprofit offices might begin to establish a presence on social sites
• how new/social media are being used successfully in fund-raising, volunteer recruitment, and public relations
• and how marcomm efforts in new media can effectively compliment work in traditional media
  
3. How might a local nonprofit office establish a presence on social sites?
• Start with your audience and your goal and the appropriate social site will reveal itself.
• If you are trying to recruite college students to participate in Relay for Life, you would want to create a group on facebook with an event calendar.
• If you are trying to recruite prostate cancer survivors you would probably do better with a blog.
• Looking to get people to purchase daffodils for Daffodil Days? You might not use social media at all!
• Working on advocacy? A Twitter alert system could work well.
• Be intentional and thoughtful just as you would be with the branded Relay for Life campaign.
  
4. How is new/social meda being used successfully in fund-raising, volunteer recruitment and PR?
• Note that people are really still trying to figure it out. What follows are some good examples
• DonorsChoose.org
• SixDegrees.org
• American Cancer Society Cancer Action Network
• Helpareporter.com
  
5. How can Marcomm Efforts in new media effectively compliment work in traditional media
• It's an overall strategy and they are NOT seperate!
• If you create a news release about an event for example:
• create a facebook group
• set up a twitter account for event updates
• add the facebook group link and the twitter updates to the event website
• list all of the ways to connect in the news release.
• send out your news release
• post your news release on your website
• ...on your blog
• ...link to it in your twitter
• ...put it in your facebook
• create a video and put it in your YouTube group
• post it on your website -- linking to your YouTube group
• ...in your blog and write about it
• ...on your FB
• ...alert people on your Twitter
• Your event will get covered, people will come and the media might cover your use of different media to get people to the event
• You can monitor different discussions about your event using Google Alerts and Twitter Search in addition to your other things.
• Provide up to the minute alerts via Twitter that the press can get as well.
  
6. Q&A

I'll be recommending some books as well:

1. Mobilizing Generation 2.0 by Ben Rigby
2. Groundswell by Charlene Li
3. The New Influencers by Paul Gillin
4. Here Comes Everybody by Clay Shirky
5. The New Rules of Marketing and PR by David Meerman Scott
6. Robin Hood Marketing by Katya Andresen