INTRODUCTION TO SOCIAL MEDIA MARKETING FOR NONPROFITS

Duration: Half day course: 10am – 2pm, including lunch.
Our next event: tbc, at Reed Media offices in London
Tutor: Jon Reed

Who is it for? This course has been designed specifically for charities, NGOs, local authorities and other not-for-profit organizations wanting to use social media for marketing, fundraising, communication and engagement with stakeholders. It will be of most use to anyone who has responsibility for planning or executing marketing, publicity or communications campaigns, including marketing managers, marketing executives, communications managers and publicity managers. Since social media crosses departmental boundaries and is about content creation as well as promotion, it may also be of interest to policy staff, web teams and others.

The session is geared towards anyone new to social media marketing wanting a broad overview of concepts, approaches, tools and techniques. Participants will come away equipped to start using social media strategically and effectively.

What previous delegates say:

Jon was instrumental in launching our social media strategy and was a major influence in our holistic and campaign focused approach, using a clearly defined framework to channel our internal resources effectively. Since his initial work with BIG, which included a series of social media marketing workshops for our corporate and regional communications teams, social media channels have become an integral tool in our awareness campaigns and outreach activities. Claudio Concha, Head of New Media, Big Lottery Fund

Your Learning Package includes:

• half-day workshop
• online access to resources, worksheets and slides
• follow-up support via an online discussion board
• “A-Z of Social Media” – a jargon-busting glossary of key terms, tools and approaches
• “Social Media Toolkit” – a list of tools to consider for your social media marketing plan
• “Social Media Marketing Plan” – a template marketing plan to help you apply the principles right away
• “Social Media Forward Planner” – a more detailed planning approach to scheduling tasks and responsibilities for larger campaigns
• “References and Further Reading” – additional resources to follow up
• a Certificate of Attendance that may be used as evidence of training to count towards your Continuing Professional Development (CPD) target.

Aims
Social media marketing is not all about selling things – it is also hugely valuable for raising awareness of campaigns, raising funds, building partnerships and engaging stakeholders. The opportunities for nonprofits to use social media are huge. From campaign blogs to video podcasts to bespoke in-house social networking portals to Facebook applications, Second Life and Twitter, there is a vast range of low-cost online marketing tools to reach and engage your communities of interest.

Using case studies and examples from across the nonprofit sector, this session will enable participants to begin to develop their social media marketing strategy by providing a non-technical overview of concepts and approaches to using social media for marketing purposes.

This introductory session will cover the broad range of social media tools, including blogs, podcasts, microblogging (e.g. Twitter), social networking (e.g. Facebook), video (e.g. YouTube), and the virtual world Second Life.

The emphasis is on the culture of social media more than the technology – the context for using social media, which tools to use, when to use them, how to use them effectively to meet marketing aims and objectives – and how to measure your results. You will come away equipped to think strategically about your use of social media, and develop your own social media marketing plans, both at an organizational level, and for individual projects and campaigns.

About Jon Reed

Jon Reed is a social media consultant who previously worked in academic publishing for 10 years, including as publishing director for McGraw-Hill. He has advised publishers, small businesses and nonprofits on social media strategy, including the One World Trust, Islington Council and the BIG Lottery Fund.

He has lectured on social media on a number of courses in London, including at Birkbeck, Brunel and City Universities. His blog, Publishing Talk, is a key destination site for authors and publishers wanting to learn more about the marketing possibilities of social media. It also has a presence on several other social sites including around 30,000 followers on Twitter, making it one of the most followed Twitter accounts in the publishing world, and rated the ‘most influential’ Twitter account about publishing by the Twitter directory WeFollow.

His book Get Up to Speed with Online Marketing: What you need to know and do to grow your business is published by FT Prentice Hall in 2010.

Agenda
Welcome, introductions and objectives
Social Media Concepts and Approaches – social media is a commitment, not a tactic
Using Social Media Tools – examples, case studies and how to choose your tool
Lunch (and continued discussion of social media tools)
Measuring Social Media – how do you know if your marketing is a success?
Social Media Strategy – developing a social media marketing plan

Learning Outcomes
By the end of the session participants will:

• have a broad understanding of what social media is, including the ‘culture’ of social media marketing
• have some ideas about how social media may be applied to their own projects
• be equipped to start developing social media marketing plans.

Follow-up
Participants will have access to a secure area of the Reed Media website, where they will be able to download slides and handouts. Handouts will be made available in advance of the session, and slides uploaded after the session. Follow-up questions relating to the session may be submitted via the online discussion board.

Cost: £160 +VAT per participant. Includes:

• refreshments
• lunch
• resources, worksheets and slides, which can be accessed online
• FREE follow-up support via the discussion board on the resource site.

The following discounts are available:

• 10% earlybird discount – for workshops that are booked before the earlybird deadline
• 10% team discount – for second and subsequent participants from the same organization.

These discounts may be combined.

Places available: this workshop runs with a minimum of 6 and a maximum of 14 participants.

Booking: Book online or via traditional invoice.

Cancellations: You can cancel 4 weeks or more before a workshop for a full refund. For cancellations of 1-4 weeks before a workshop, a charge of 50% of the course fee will apply unless we can re-fill the place or you can substitute a delegate. We cannot issue refunds for cancellations within 1 week of a workshop, and the full fee will apply. We reserve the right to cancel workshops at short notice if dates are under-subscribed, in which case you may opt for a full refund or a place on another workshop. Please check with us prior to making travel arrangements, unless we’ve confirmed the date by sending you a login to the workshop resource site.

This workshop can also be run as an in-house training course. Contact Jon for more information.