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More and more organizations are trying to figure out how to use social media to increase visibility, raise awareness, and generate support. These slides are from a workshop for the Women's Funding Network that focused on how you can use social media to shape the experience of your brand identity through key concepts of positioning and personality and how to "manage" your brand in online conversations and communities. We also looked at some of the unique opportunities and challenges for member funds as intermediaries and capacity builders in the social justice movement.
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Brandraising Through Social Media
Farra Trompeter @farra
April 9, 2011 Womenʼs Funding Network
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Wanna tweet? • Use #WFN11 • I’m @farra
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3 Basic Principles of Effective Communications • See the long view. • Communicate on their terms, not yours. • Do more with less.
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Effective Branding Involves • Communication specific research • Brand strategy • Buy-in • Good creative
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Reasons Nonprofits Communicate
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Brandraising®
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The big differentiating idea you strive to own in the minds of your target audiences
Positioning
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Disaster relief
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(your org here)
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What do you want donors to associate with your organization?
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• Interviews • Surveys
• Internal • External
• Landscape Scan
Determine your organization’s positioning via research
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The overarching feeling you want people to associate with your organization
Personality
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Determine your organization’s personality via leadership interviews • If your organization had a mascot,
what would it be? • What type of vehicle would it be? • What color? • What actress? • Why?
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What a strong brand requires to thrive: • Strategic planning • Identity development • Institutional memory • Day-to-day
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So, what about social media?
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It’s about reaching and connecting people
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traditional media social media
Encyclopedia Brittanica Wikipedia
New York Times TechCrunch
Print newsletter eNewsletter, Twitter, Facebook
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Why should we use social media?
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Maybe shouldn’t… Social media is not… • Free • An opportunity to control your message • An opportunity to tell everyone what you think • Inherently appealing and cool to millenials • An alternative to clear messaging/mission • A silver bullet to raise millions of $
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That said… Social media is… • Pretty low cost • Growing by leaps and bounds, nationally and
internationally • An opportunity for conversation • A great way to reach certain audiences • A complement to the messages you’re sharing
through other channels
Click to edit Master text http://forrester.typepad.com/groundswell/2010/09/social-growth-takes-a-breather.html
How do people participate?
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Online Engagement Priorities
Click to edit Master text http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
Click to edit Master text http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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Ways funds are using social media • Engaging younger donors/next gen in
conversation • Sparking giving, connecting giving circles • Raising awareness • Changing attitudes • Using tools to share information
• Texting, emails, blogs, Twitter, Facebook, etc. • Covering events
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Awesome… so now what do I do?
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Start by listening
© robertcarlsen
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Listening Online • Set up Google alerts, Technorati search, Twitter
search, etc. • http://socialmedia-listening.wikispaces.com/Tools
• Your name and people connected to your organization
• Your institution’s name • Program or event names
Source: Beth’s Blog, Beth Kanter
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Listening Online (continued) • Peer/competitor names and program/event
names • Your tagline or other key phrases • URL for any web properties (main website, blog) • Related issues/topics • Common misspellings
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Click to edit Master text http://www.greenlightsearch.com/knowledge/white-papers/social-media-jargon.aspx
Dive in and learn the lingo
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Find out where your people are online
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Send a survey or questionnaire
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Develop your strategy first, tactics second
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Pick the right tools for your strategy
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Click to edit Master text http://blog.jumpstartinc.org/index.php/archives/420
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Create a social media policy
• Scan sample policies from other orgs • http://socialmediagovernance.com/
policies.php • Agree on contents
• Write them in a way that addresses concerns, but feels friendly and easy to follow
• Try http://socialmedia.policytool.net/ • Rollout through staff trainings/meetings • Update 2x/year
Click to edit Master text http://ejewishphilanthropy.com/developing-a-social-media-policy/
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In sum… • Social media ≈ conversation
• Social media usage is growing
• Look before you tweet! Listen and plan before diving in
• Choose the tools that are right for you, and be flexible and open
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Homework: Assess Your Brand • http://bigducknyc.com/brandraising/scorecard
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Resources • Brandraising: How Nonprofits Raise Visibility and Money
Through Smart Communications, Sarah Durham www.amazon.com
• Big Duck website http://www.bigducknyc.com
• Duck Call Blog http://www.bigducknyc.com/blog
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Resources • NTEN: We Are Media http://www.wearemedia.org • Social Technographics http://blogs.forrester.com/groundswell/ • Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php • Social Media Explorer http://www.e-benchmarksstudy.com/socialmedia/http://
www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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Let’s stay in touch
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
Let’s stay in touch
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© Jeremy Crow
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Want a copy of these slides? http://slideshare.net/farra
© supercutekittens.blogspot.com
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