1. Social Media Strategy ACGC Presentation Presented by: Arleigh Vasconcellos, The Agency And Gena Rotstein, Dexterity Consulting March 2013

2. Agenda 1.Introductions 2.What is Digital Marketing 3.Trends in the sector 4.Place2Give case study 5.Putting theory into action 6.Presentations 7.Wrap-Up

3. Creating an online comms strategy What do you want to achieve? An effective strategy will support an organisation's business plan “The birth of a brand is achieved with publicity, not advertising."

5. Creating a plan Your social media program is the living, breathing final product of your research, brainstorming, and creation It needs to be Researched Thought out Focused Realistic

6. Digital Communications Social Media Social Networks SEO Online Ads

7. Sub categories Social media – Website – Blogs – E-newsletters – Video – Online PR Social networks – Facebook – Twitter – LinkedIn – Google+ – Reddit – Pinterest Search Engine Optimization (SEO) – Paid – Organic Online Ads

8. Target Audience Stakeholders Clients, donors, volunteers, corporate funders Media Industries Government, lobbyists, etc. Employees What do I want to tell and teach about my organization? With a solid program you can connect with your audience over the long haul

9. Understanding the Message What is my end goal? – To increase donations – To grow my volunteer base What impact am I trying to achieve? – To bring awareness and therefore change to my specific cause Which combination of digital communications tools best fit my goals?

10. S.M.A.R.T Specific Measurable Attainable Realistic Timely

11. Trends in the Sector 84% of Canadians Donate 40% of donors research charities online before they donate 30% year over year growth of online donations Ave. $104 Total donations: $10B donated annually; $4.4B private donors Stats provided by: Imagine Canada, Canada Helps and Stats Canada

12. Philanthropy in a Digital Age 2003-2008 Giving platforms (Canada Helps) Micro-lending platforms (Kiva) Crowdfunding platforms (Give Meaning, UEnd) Points platforms 2008-Present Giving platforms (ChimpFund) Research tools (Place2Give, Charity Intelligence, Charity Focus) Crowdfunding platforms (Indigogo) Workplace Giving platforms (Benevity, I Will Help) Credit/Debit card platforms (HaloCard) Mobile platforms (Mobile Movement) and SMS platforms (Txt2Give) Social Enterprise platforms (SoJo.net) Meet-Up events (Awesome Foundation) Community events (Charity App Challenge)

13. Thoughts Q & A 5 min break

14. Case Study What are we trying to achieve? – The “Why” of the business Who is our audience? What are the end goals for marketing? Setting a budget Create a strategy Market research – Stakeholders – Competitors Pitfalls and Crisis Communications

15. Thank You Gena Rotstein Dexterity Ventures Inc. 403-860-7572 gena@dexterityconsulting.ca Arleigh Vasconcellos The Agency 403-561-4810 arleigh@theagencyinc.ca