was successfully added to your cart.
Tag

communication methods Archives - Syneka Marketing

Alex delivering marketing and social media essentials at Third Sector Expo 2013

Social Media Essentials at the 2013 Third Sector Expo

By | Advice, Advice for Not-for-profit Organisations and Charities, Presentations, Resources | 2 Comments

The Third Sector Expo is an annual conference and exhibition dedicated to the not-for-profit sector.

Syneka Marketing has received regular coverage in Third Sector Magazine, providing editorial content over the past year. We were invited to speak at the 2013 Third Sector Expo.

Alex speaking at the 2013 Third Sector Exhibition and Conference

Alex speaking at the 2013 Third Sector Exhibition and Conference

I discussed social media and marketing, outlining how an organisation needs to use the right tools to reach its target markets. Social media is a marketing activity, and should be linked to the actions identified in a marketing plan.

Every not-for-profit organisation needs a marketing plan to support its organisational or corporate strategies. A corporate plan will often identify what an organisation wants to achieve and a marketing plan looks at how to achieve these outcomes.

Marketing plans need to consider the tools that are available to achieve these goals, including communication methods such as social media. Following this approach means you will be able to communicate your key messages through an online community using social media tools.

Websites and social media are only effective if they are regularly updated. This ensures that visitors are aware of your organisation’s activities. In addition, the frequency of updates is one of the metrics Google uses for search engine rankings.

Fortunately social media can be integrated with a website, ensuring consistent messages that can be published once and replicated through tools like Facebook, Twitter and LinkedIn. Integration saves time by ensuring consistency, while also providing a base level of engagement. Using this approach provides the ability to foster online communities, by encouraging committee, staff, volunteers and members to interact with the discussion.

Social media should be treated like other forms of media and covered by a communications policy. The policy should outline acceptable use of social media and identify the spokespeople who provide official comments on your organisation’s social media accounts. Guidelines should be clearly published, including on the About page on Facebook, and visible within Twitter and other social media tools.

There are several social media tools, each of which are designed for different purposes. Facebook is good for building online communities and for promoting events. Twitter is great for quick announcements, and can be linked with Facebook to provide an integrated approach. Pinterest is effective through its use of photographs, and Youtube can host video content that can promote an organisation.

Social media is increasingly prevalent across all demographics. For example, over half of Australia’s population has a Facebook account. People aged 55 plus are now the fastest growing segment of new accounts. While social media has extensive reach, email still has almost universal coverage and should be included as an online form of communication. The ability to share email content should be incorporated within newsletters to encourage recipients to forward messages through social media.

The 2013 Third Sector Expo

The 2013 Third Sector Expo

Policies should distinguish between negativity and offensiveness. Offensive comments, that denigrate, or are inflammatory should be immediately removed. Negative comments, however should be managed by seeking to engage the person that wrote the content. Try and engage the person outside of social media to prevent other comments. In particular, it is best to try and resolve the complaint in person or via the phone to remove the anonymity that social media provides. Resolving a complaint outside of social media will often lead to better outcomes and enable you to demonstrate the steps you undertook to reach a resolution.

Social media can deliver positive outcomes for an organisation, if it is linked to marketing objectives.

For example, if your goal is to raise donations, ensure that messages target prospective donors and that you encourage the sharing of content to reach their extended networks. If you are aiming to raise awareness, then promote stories that creative a narrative, outlining how your organisation achieves positive social or environmental outcomes.

Audio equipment was kindly provided by ConnectingUp. A version of the presentation with audio and slides is available through Youtube:

Or view the slides delivered to the 2013 Third Sector Expo

Thank you to the many participants who attended our presentation and for the discussion on Twitter.  A transcript of the Twitter conversation is available via Storify.

Wimmera Volunteers

Marketing and Social Media at VolunteerFest

By | Advice for Not-for-profit Organisations and Charities, News, Presentations, Resources | One Comment

Day Two of Horsham’s VolunteerFest opened with our presentation on strategic marketing and communicating via social media. The session was designed to provide an overview of marketing and to guide organisations through the development of a marketing plan.

A marketing plan needs to support the vision of an organisation and as such should work in tandem with the business or organisational plan.  Often a business plan will identify what an organisation wants to achieve and a marketing plan will look at how these outcomes can be realised.

An organisation should begin its marketing plan by considering the goals that it wishes to achieve.  Do you want to increase the number of volunteers?  Raise funds? Engage sections of the community?

Once the goals have been identified, it is worthwhile considering the strengths of an organisation.  This is because a strength is something that an organisation does well and can leverage to assist in achieving the identified outcomes.  Likewise an organisation needs to consider the barriers that may hamper the ability to achieve a goal.

The identified target markets need to reflect the strengths of an organisation as this will assist in reaching the identified demographic.  The communication methods should also be considered so that the right market can be reached.

Organisations need a consistent approach to marketing.  Generally someone needs to experience a message several times before they will act.   A consistent message ensures that each exposure works towards prompting action.

This means that no matter how an organisation communicates there should be a consistent message that is reinforced across all communication channels.  For example, the Eastern Volunteers building fund campaign was reinforced across the organisation’s newsletters, social media, email content and news bulletins.

Marketing encompasses all forms of contact that someone has with an organisation. It is imperative that this provides a positive experience that reinforces the key messages of an organisation.

This is where social media can be effective in reinforcing the key messages of an organisation.  Social media needs to be used in conjunction with traditional forms of communication to ensure a consistent message and approach.

Website feeds can be integrated with Facebook and Twitter to provide a consistent message and traditional newsletters should be adapted as individual articles to provide regular online content.

Ultimately social media needs to be considered as another form of communication with an integrated approach that ensures consistency across an organisation. It was fantastic to receive such positive feedback after our presentation and we look forward to working further with organisations within the Wimmera and regional Victoria.

Several attendees were discussing our presentation on Twitter through the #VolunteerFest hashtag, this has been collated into the following feed (via Storify):

Discussion on our presentation at VolunteerFest, which was held in Horsham on the 26th and 27th of July.

https://storify.com/syneka/marketing-and-social-media-presentation-at-volunte

Read More

#npau Tweetchat – Discussing content calendars

By | Advice, Advice for Not-for-profit Organisations and Charities | No Comments

A content calendar, is where an organisation plans the content it will deliver rather than developing ad hoc communication methods.  While content calendars are useful in the offline world in terms of planning media events, they are also required for social media engagement.

Today’s #npau tweetchat discussed the importance of content calendars in both online and offline communications.  Syneka Marketing participated in the discussion to offer our thoughts on content calendars and the need to plan external communications:

https://storify.com/syneka/npau-tweetchat-content-calendars

The #npau Tweetchats are held each Wednesday fortnight to share knowledge within the not-for-profit sector.

Australian Marketing Institute

Australian Marketing Institute – Identifying priorities for the Communications Subcommittee

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News | No Comments

The Australian Marketing Institute is the peak body representing marketers and the field of marketing within Australia. The Australian Marketing Institute is a national organisation with state chapters that arrange events for its members.

I have been a member of the Communications Sub-Committee since the beginning of this year. The Communications Sub-Committee is charged with enhancing the organisation’s ability to communicate with current and prospective members.

Tonight’s meeting identified three priorities for the committee including the continuation of the quarterly newsletter, an interactive blog and involvement in social media.

Each of these three communication methods will include some integration, meaning the blog could potentially provide articles for the newsletter.  Furthermore social media can be used to promote these communication methods and discussion.

Like any not-for-profit organisation, the Australian Marketing Institute has limited resources. Integrating these forms of communication will assist in reaching the widest possible audience with the maximum possible impact.

I am involved in the blog and social media components where I will be assisting in the implementation of these communication channels.