purePR Founder and Principal, Gretchen Jameson is a much-sought after speaker with a background in education. All purePR talks and trainings are participant-centered and experience-based to ensure optimum learning and growth. Choose from one of our standard workshops or develop a completely customized course. You will leave the experience with new ideas, fresh perspectives, and an energized, inspired outlook.
ROI vs. ROE: Building a smart, sustainable social media strategy
By 2013, social media ad revenue is projected to reach the $10 billion dollar mark. Social media is dead serious marketing and relationship management business, and it is critical for nonprofits to harness its power. Still, too many nonprofits need convincing that the “social experiment” is worth the effort. We often hear, “so what’s the return on investment?”
Measuring the return on investment for your social media efforts can be difficult, and surveys indicate that most people don’t bother tracking it.
This is a mistake.
Whether you term it ROI (return on investment) or ROE (return on engagement) or some other phrase, a strategic approach to social media requires you to set clear goals about what you are trying to accomplish. Doing so allows you to establish objectives that specifically tie activity to tangible metrics like sales, registrations, donations, inbound activity, and the like. When social media is done “right”, measurement isn’t an add-on, it’s an essential part of your work.
This workshop will help you:
- Develop a deeper appreciation for strategic social media practice
- Explore how to set the right goals for social media strategy
- Determine what types of behaviors and results you most want to measure
- Assess the right way for your organization to launch or deepen its social media engagement
You’ve Got the Best Story Around: Branding Success for Ministries and Nonprofits
“A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures” – Michael Eisner, CEO Disney
A brand name is more than a word. It is the beginning of a conversation.’ – Lexicon
Breaking through the clutter of messages that people receive and respond to each day takes thought and practiced effort. It requires a strong brand. Understanding and then amplifying your brand is much more than slick marketing. It’s about communicating your passion and purpose to create and deepen the total experience your community encounters with your ministry. Ministries and nonprofits have incredible stories to tell and can take simple steps to amplify their mission and better engage the important audiences they want to reach.
In this session, you will:
- Explore principles of branding in the context of mission and ministry
- Explore subtle differences between marketing, branding, and relationship management
- Connect branding principles to nonprofit and ministry settings
- Take away practical first-steps to implement brand strategies in your setting
Engage! The Unlimited Potential of Smart Social Strategy
“The ability to set up a profile on Facebook or Twitter, the wherewithal to update status in each network, the capacity to befriend people within each network, is in fact, child’s play. … There’s a bigger, more significant opPortunity to make a true impact … the tools are just extensions of you and your expertise and artistry. … Engage or die.” —Brian Solis, Principal, FutureWorks
Social media have forever changed the way organizations communicate. With platforms like Twitter, YouTube, and Facebook, anyone can find and connect with others who share similar interests, challenges, and beliefs—creating communities that shape and steer the perception of your brand, mission, or cause.
However, use of the tools does not guarantee that people will listen. To do social media right, you must engage in meaningful and advantageous conversations, and unleash the potential of your audience to talk with you, for you, and about you.
In this experience, you will:
- Develop an improved familiarity of social media and the leading theories that drive social engagement
- Explore social media platforms and the unique purpose each plays in reaching your community
- Consider the differences between social media strategy, community management, and community engagement and why each is essential to your organization
- Appreciate the difference between having a social presence and engaging a vibrant community
- Discover key principles to guide your organization’s social media strategy
Right Now! Moving beyond ROI; social media mastery in a real time world
“The ROI of social media is that your business will still exist in 5-years.” – Erik Qualman, Socialnomics
Fact: Social media is as essential to your organization’s success as having a telephone or website, but too many organizations limit social media’s influence with narrow views of its total role in the strategic future of the organization.
We are experiencing a communications revolution, sparked by the level playing field of the Internet and nurtured by the all-access pass of social media. This revolution isn’t about whether or not Facebook will still be here in 5 years; it is about people expecting real time relationship engagement and dynamic response from the organizations that want their support.
How ready is your nonprofit to actively engage substantial social media exchange? Do you equate social media engagement with real time human-to-human interaction between your organization and your stakeholders? It’s time. Right now!
As a nonprofit thought-leader you will:
- Explore the rules of the new media landscape (from the perspective of the people you want to reach)
- Learn how to avoid flying blind in a new media world by building successful social strategies
- Be provided with an answer to the question, “is social media worth it? What’s the ROI?”
- Understand what makes social media a necessity and not frivolity in the real-time era
Get on the BrandWagon – Build an Internal Culture that Works
It’s true. First impressions matter.
When current or prospective members experience your organization, what personality comes through? How does your organization practice, protect, and strengthen its brand handshake at every level?
Your internal culture is the most essential element in building a successful brand identity.
Discover how to better engage staff and even board members in establishing and nurturing a quality organizational culture that amplifies your mission and deepens your relationships with members and prospects.
“What do you say?” Why remembering what your mother taught you and embracing ‘Thank You’ is essential for future nonprofit success
“We are living through the early days of a dramatic cultural shift that is bringing us back full circle … the world we live and work in now operates in a way that is surprisingly similar to the one our great-grandparents knew. Social media has transformed out world into one great big small town.” — Gary Vaynerchuk, The Thank You Economy
What goes around comes around. In an age of consumer empowerment driven by the social web, businesses and nonprofits that intend to survive must look backwards and learn to care for their customers the way “it used to be” or watch opportunities pass them by.
The new currency: Why social capital out-values networking and what it takes to grow investment in your personal brand
“A personal brand gives you the ability to stand out in a sea of similar products. In essence, you’re marketing yourself as something different than the pack.” ~Chris Brogan
Personal branding is not about crafting a public persona that you need to “sell”, it is about recognizing your strengths and your unique, distinctive attributes, and maximizing those to make the most of every opportunity. In the unprecedented context of today’s social engagement, business leaders, entrepreneurs, and small business owners can scale and leverage the theories that drive the world’s most successful brands to grow and secure their own success.
- Understand the common elements of branding and the “brand called You”
- Discover the benefits of a strong personal brand
- Explore your personal strengths to articulate your unique brand identity
- Develop your personal feature/benefit list
- Learn how to use your digital footprint to stand out from the crowd
- Establish familiarity with the essential elements of your personal branding toolkit
[un]Marketing: Why understanding how not to market is essential in building mission-focused brands for times like these
It’s simple. Your brand is who you are. Your mission is what you do. And your vision is where you are going. The way you engage staff, leadership, members, volunteers, and your larger community in your organization’s story is of the utmost importance in protecting your viability into the future.
You need to clearly identify and define your brand. You need to amplify your mission. You need to focus on your vision.
Many marketing strategies are ineffective for mission-focused organizations. With the revolution of social media, the access to your brand story via the Web is unprecedented. To maximize the opportunities of both old and new techniques, you need to re-frame your understanding of marketing your message. You don’t want to sell as much as share your missional story. You don’t want to market; you want to [un]market.
Build a brand that captivates the crowd, because ultimately it’s your mission that matters most.