Transcript 21st Century Marketing - NAMI: National Alliance on Mental

21ST CENTURY MARKETING
JINNEH T. DYSON, MS
EXECUTIVE DIRECTOR
NAMI OKLAHOMA
CHARLES L. TAYLOR, BA
FAMILY AND PEER COORDINATOR
NAMI OKLAHOMA
What is
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st
21
Century Marketing?
Its embracing the past….and bringing in the new
Conventional forms of marketing are used in
conjunction with some of the newer marketing and
social trends
It’s a collaborative and integrative way of
establishing relationships across generational,
cultural, community, racial, and ethnic lines
st
21
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Century Marketing cont….
21st century marketing is the means of connecting
and sharing information with other individuals and
groups who share common interest in goals
It is the new movement!
Why Should We Use It ????
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Organizations use these networks for marketing, sales, public
relations, and, program advertising, customer service, and etc.
It offers platforms for organizations to reach out to potential
customers beyond our immediate communities
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Understand how others perceive you
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Tap into unfamiliar territories
Unrestricted
Marketing Research Survey Project
Diversify your organization---we can reach far more communities
through social networking, than we can by using conventional
marketing techniques
Social Marketing Can….
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GROW NAMI!
Expand Our Programs!
Recruit More Volunteers!
Do More With Limited Resources
Build and Leverage Partnerships
Fulfill Our Mission!
SOCIAL MARKETING IS ALL ABOUT RELATIONSHIP
BUILDING AND CAPACITY EXPANSION!!!!
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Social networking sites are designed to connect
“like-minded” individuals by using interactive and
innovative tools i.e. discussion forums, blogs, and
private or public messages.
Historically, word of mouth has been the biggest and
most effective advertising tool…now individuals are
hitting the web for advice and direction on where to
go for mental health programs and services
Social networking does not replace traditional
marketing forms, just enhances their potential
For Example….
In Addition….
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Increase awareness about your organization
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users and “friends” can be directed to your organization directly
from the site you are using to learn more about your cause, and
even join!
Establish coalitions and partnerships with other entities
and agencies in your areas
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Solidify your brand
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Great for mobilizing people to take quick action!
cont….
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Also most importantly…it can generate revenue
Fundraising events can be coordinated and
launched directly from your site
 Walk
 Create
PayPal accounts---donate directly to your
organization
 EBAY
 Craigslist
SO WHO’S USING IT…..
EVERYBODY!!!
“Social media isn’t just about big networks, it’s about
brands having conversations”
-Lloyd Salmons
Internet Advertising Bureau
Social Media Council
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With the declining economy, significant financial
cuts, and more need to diversify funding streams--nonprofit organizations are utilizing social
marketing tactics in large numbers
Although, we (nonprofit organizations) are coming
at the tail-end of this rapidly growing movement,
research has shown that social networking for the
nonprofit sector has rendered great success
More About Social Marketing
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Social networking/marketing is rapidly becoming
the most preferred marketing tool!
Organizations who have embraced and adopted
social marketing have had unprecedented success
(Skul, 2009).
Blogs and social networks make up the emerging
social web
 Newspaper
articles, evening news television shows,
radio broadcasts, forums, trainings, books/literature
3 Aspects of Social Marketing
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Creates buzz of news worthy events through videos,
tweets, or blog entries which attracts attention
Builds brand…can help NAMI become a household
name
It’s conversational
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fully controlled by the organization
it allows for user participation and dialogue
What’s the Buzz?
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Social marketing is popular---it is the “in” thing to
do as it is an effective way of getting out vital
information, as well as getting vital information
about what your stakeholders want
I believe that it is the epitome of collective wisdom
More ++++
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Social networking/marketing is inexpensive
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easy and affordable---unlike conventional marketing
methods, social marketing does not involve a huge
marketing team, or a prohibitive budget.
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Emphasis Relationship Building
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User Friendly
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With a few clicks of a button---you can create a new
and invigorating marketing campaign
Downside of Social Marketing
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Can be time consuming
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can take up considerable amounts of time, as well as
staff resources
 One
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site vs. Multiple sites or Staff vs. Volunteer
Open to interpretation
WHAT ARE SOME SITES?????
What is Facebook????
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The networking powerhouse claims over 60% of the
market
Average user 18-34, however baby boomers and
senior citizens are jumping on the social networking
bandwagon
Facebook can be accessed from any electronic
devise that has internet
Are you Linked In???
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LinkedIn is an interconnected network of
experienced professionals from around the world.
48 million members in over 200 countries and
territories around the globe.
So how does it work???
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When you join, you create a profile that summarizes
your experiences and accomplishments
You can form committed, trusting networks by linking
with other professionals
Your network consists of your connections, your
connections’ connections, and the people they know
Which equates too……..
&
The New Way to Network
LinkedIn truly affirms the notion that we are all
separated by six degrees. This networking site links
you to other qualified experts and professionals.
Through the Network
Manage information related to your profession
 Meet potential customers, service providers, and
subject experts
 Create and collaborate on projects
 Gain new insight
 Share stories
Most importantly….grow NAMI!
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Tweet, Tweet…Twitter
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Twitter is relatively simple, and is similar to instant
messaging (IM)---however, it differs from IM
because it has its own protocols and etiquette
People use acronyms to shorten common expressions
140 characters are granted for you to speak your
mind or share some news about a hot topic or a
current/upcoming event
Twitter cont….
You must know the lingo….
 LOL---Laughing
out loud
 BTW---By the way
 IMHO---In my humble opinion
 TMI---Too much information
 F2F or FTF---Face to face
 LMK---Let me know
 TTFN---TA ta for now
 DM---Direct Message
We Use Twitter
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MIAW
Legislative Updates
Upcoming programs, trainings, and workshops
Discuss Hot Topics and other current events
Excuse me…you are in MYSPACE!
Excuse me…you are in MYSPACE!
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In 2006, MySpace was rated as the 10th most
visited website.
Popular---appeals to diverse groups of people
across the lifespan---highly saturated with the youth
culture.
Can You…Tube It!
.com
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Upload videos to broadcast whatever you want!
It creates a platform to educate the public
It’s a free
Great way to do a PSA and to promote the
NAMIWALK!
NAMI Ohio PSA
NAMI Georgia PSA
SurveyMonkey.com
SurveyMonkey.com
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Free online survey making instrument
User friendly
Can develop and design a survey tailored
specifically to the needs of your organization
Saves paper---as people can respond and submit
the survey online
Great for affiliate and program suggestions, ideas,
and concerns
Pathways To Recovery
Radio Show
“Where Recovery is a Reality!”
Tuesday Mornings 9-10:30 a.m.
With Host Donna Woods Bauer and Co-Host Philip Bauer and Curlonda Simms
Co-sponsored by
Television
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Contact your local cable company to earn free
spots on morning new shows, and community
spotlights
 Grading
the states
 Pathways to Recovery
 NAMI WALK
In exchange for free “air time”----we include them as
sponsors on our printed material, brochures, and etc.
True---Marketing Exchange!
KEY POINTS…..
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Know your strengths, weaknesses, opportunities, and
your threats
 Are
you reaching the right communities and cultures?
 Are you achieving your goal?
 What can you do differently?
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Know who you are as an organization
 Is
your organization, reflective of the community you
serve
Key Points cont….
Before you start….
 Clearly define your purpose
 What is your goal?
 Why are you here?
 How will you achieve your goal?
 How do you know when you have achieved your
goal?
 How will you evaluate success?
SINCE NAMI IS THE “BEST KEPT SECRET,”
TAKE ADVANTAGE OF 21st CENTURY MARKETING
TO BREAK ALL THE RULES
SO EVERYONE WILL KNOW!