Developing Your Brand and Image Conference 30 March 2011 Building brand communities using social mediaCharityComms is the professional membership body for charity communicators. Webelieve charity communications are integral to each charity’s work for a better world.W: www.charitycomms.org.uk T: 0207 426 8877 E: firstname.lastname@example.org
Building brand communities using social media Gary Nunn Communications Officer
Question• Does your charity have a Facebook page, a Twitter account AND a YouTube channel?
What this session will cover• Why is Stonewall ahead of the curve?• Bringing your digi-comms to life• Adding personality to your branding• Rapid pace vs wider strategy• Integrating social media & campaigns• Integrating social media & the Press Office• Addressing criticism
How did Stonewall get ahead of the curve?• Wider environment – LGB people are ‘early adopters’• Recent re-brand to appeal more to 16-21s• Early internal buy-in• Staff member dedicated to trend-watching• Result: we have social media following bigger than charities / campaigns 10 times our size…
Branding – bringing your digi-comms to life!• What words, colours and moods describe your brand – how will this translate online?• Is there a popular slogan that sums you up?• Stonewall’s profile pic:• YouTube
Branding - tone• Don’t just broadcast earnest updates – YAWN! Dialogue.• Show your human side ‘eg We’re in the office and we have cake!’• Add personality, humour and a USP to your online branding• Eg: ‘Hello lovely supporters!’• Tweets brought to you by…
Branding – the human touch• Rebecca Black, Charlie McDonnell• Don’t get too caught up on celebrities – but appreciate their value too• Social media is about real people
Rapid pace vs wider strategy• Rapid pace:• use your #• Live tweeting• Top Tweets• Wider strategy• Distracted being reactive• Flexible weekly strategy• Social media working group
Integrating social media with campaigns• Stonewall’s ‘It gets better…today’ campaign• Set targets of increasing referrals to your website, moving your supporters up the pyramid of giving• User-led content
Integrating social media with the Press Office function• Social media polls• Case studies: call outs and reporting back• Promoting coverage which both highlights the need for your cause to exist, and backs up your charitable objectives
Addressing criticism on social media• Consider having house rules• Don’t censor• Don’t try and have the last word: you can’t
Finally• Everything you say is public• But this can be a good thing!• Any questions?