Justin Ware - Building an Army of Online Ambassadors

Building an Army of Online Ambassadors August 28, 2012 Presented by: Justin J. WareBentz Whaley Flessner 0

An online strategy should be focused on providing a valuable experience to your constituents so that they feel compelled to share that same experience with their online connections.Bentz Whaley Flessner 1

―Online Ambassadors‖ Def: Influential Internet users – specifically social media – with an affinity for your organization’s mission, who have a high likelihood of enlisting the support of others through their online activity.Bentz Whaley Flessner 2

Klout – it really is useful!Bentz Whaley Flessner 3

The online campaign—Florida State University’s ―Great Give‖ 36-hour online-only giving campaign.  Raised $186,000 (goal was $161,000).  1,100 donors— 380 had never given to FSU before.Bentz Whaley Flessner 4

Why it worked… A strong social media push…Bentz Whaley Flessner 5

Why it worked… …emails with suggested social media updates.Bentz Whaley Flessner 6

Why it worked… Email and ―word of mouth‖ …but what does word of mouth mean in today’s world?Bentz Whaley Flessner 7

―Word of mouth‖ …is not what it used to be…Bentz Whaley Flessner 8

The Power of Connecting Millennials motivated to act by… 1. Compelling mission/cause. 2. Personal connection with leadership. 3. Friend or peer endorsement. Millennial Donors Report 2011Bentz Whaley Flessner 9

Peer Influence Power A friend or family endorsement is the first place a Millennial turns when trying to determine if they can trust an organization.  Ads are not effective for this younger age group.  Traditional marketing is viewed as superficial by Millennials.Bentz Whaley Flessner 10

The Online Affluent According to a recent Fidelity Investment survey…  85 percent of all millionaires use some form of social media.  Nearly three-quarters of that 85 percent are on Facebook.  Median age of those surveyed—56.Bentz Whaley Flessner 11

The Power of Connecting When it comes to brand support, the affluent…  Support brands they feel a connection with.  Want to let others know which brands they support.  Want to be kept informed about a brand’s inner-workings.Bentz Whaley Flessner 12

Open a Window  Skype forums.  Recorded messages from your organization’s leaders.  Consistently updated blogs and/or Twitter accounts.Bentz Whaley Flessner 13

Bentz Whaley Flessner 14

Finding your org’s ambassadors…Bentz Whaley Flessner 15

Linking upBentz Whaley Flessner 16

Manual Twitter search Takes time, but yields results…Bentz Whaley Flessner 17

Donor database cross reference  Are your biggest donors online?  Are your biggest online supporters in your database?  Combine Twitter search results with info in your database. New tools will come on the market to make this easier.Bentz Whaley Flessner 18

You find ambassadors… …by being social on social media!Bentz Whaley Flessner 19

Good ol’ fashioned online talkin’…Bentz Whaley Flessner 22

We found them! Now what? Determine what it is your online ambassadors like to share and discuss online, then build your social media strategy around that type of content.Bentz Whaley Flessner 23

Mission: Determine what your ambassadors find ―valuable‖Bentz Whaley Flessner 24

Make it EASY to shareBentz Whaley Flessner 25

Post content they’ll want to share!Bentz Whaley Flessner 26

Make them feel like they matter!  Assign them awareness- building tasks through social media.  Give them exclusive access to leadership through Hangouts, webinars, private forums.  Produce content around their activity supporting your organization.Bentz Whaley Flessner 27

Produce content featuring their workBentz Whaley Flessner 28

To-do list 1. Identify a core group of online ambassadors. 2. Develop a content strategy around what it is they’re looking for online, from organizations like yours. 3. Deploy your army of online ambassadors in an effort to spread awareness about your organization.Bentz Whaley Flessner 29

Facebook.com/BentzWhaleyFlessner jware@bwf.com 108378:JJW:jub.Bentz Whaley Flessner 30

Justin Ware - Building an Army of Online Ambassadors

by Social Media for Nonprofits on Aug 27, 2012

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 18

Statistics

Justin Ware - Building an Army of Online Ambassadors Presentation Transcript