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Social Media + ? = $: Nonprofits and Social Media

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Presented on 18 February 2009 to Harvard Extension School course "Social Media Marketing," led by MaryLou Roberts. An overview of the challenges nonprofits face, how building a social brand can help, …

Presented on 18 February 2009 to Harvard Extension School course "Social Media Marketing," led by MaryLou Roberts. An overview of the challenges nonprofits face, how building a social brand can help, and of an approach to implementing social media in nonprofit organizations.

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  • Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior.
  • Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior.
  • Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior.
  • At the end of the day, it’s a mosaic… Every communication… Every interaction… Is either building brand, or not.. Everyone is involved – not just marketing and development… The question is, are your pieces adding up to a recognizable and meaningful whole? One greater than the sum of the parts?
  • When thinking about brand-focused research, consider: Quant : great for measuring actions, and is often more historical Qual : great for uncovering motivations BEHIND actions, important for getting to the essence of brand-related decisions, preferences, etc,,, Inside --from vols to staff to board chair --your people KNOW a lot! --and gets them involved…. A great bi-product!!!! External --audiences, donors, prospects all the way to competitive and relevant environment. --about positing and differentiation and context – finding the piece of pie you can own – and where you can win!
  • G was looking up.. YOU need to look up, down, inside and out… To find out WHO you are, and why people should care… DECONSTRUCTION!
  • DIFFERENT WAYS TO CUT THE CAKE DEPENDING ON YOUR SITUATION… AND SOMETIMES IT”S A COMBO PLATTER! Different drivers, needs, expectations, ways to satisfy…
  • And most importantly, WHAT do they CARE about???
  • Communications, offerings, messages, values…need to be relevant to constituent’s lives….make them one notch more complete
  • Using what you learned in research, craft your brand foundation Informs --visual and verbal communications that come later.. COMMENT Areas of focus --easy handle… 4 things, not 10 Attributes --Category… more than museum!
  • RECONSTRUCTION!!!! On paper, who you can be. Don’t fake it -- Prepare your open book:
  • Your brand is a chord– it’s a mosaic made up of different “notes”—it will resonate with some and not others (and that’s okay) And like sound.. It carries.. moving your mission and value outward and pulling people in… Social media means, in many ways, the "death of distance" - Tom Peters most powerful (donor) constituency may not be your local one broadcasting to narrowcast to find the the audiences with whom you resonate most strongly
  • “ logical interconnection”—not just “understandability” No matter what part of your org people ar etouchin, they know it’s yours..
  • Transcript

    • 1.
      • Social Media + ? = $
    • 2. Tonight Details The Challenges An Answer The Process The Plan
    • 3. Who I am
      • Tamsen McMahon
        • Director of Digital and Strategic Initiatives, Sametz Blackstone Associates
        • 15+ years in non-profits
      • [email_address]
      • tamsenmcmahon.com
      • @tamadear
    • 4. Who we are
      • 30-year-old, Boston-based, 20-person, five-dog full service branding firm that helps organizations build frameworks to tell their stories.
      • www.sametz.com
      • @sametz
    • 5. The Challenges
    • 6. Managing multiple lines of business
    • 7. Answering to more affinity groups than ever
    • 8. … through more channels than ever
    • 9. … to people with competing allegiances
    • 10. Balancing diverse income streams
    • 11. … and multiple bottom lines
    • 12. Creating loyalty to the forest, but not the trees
    • 13. So what happens?
    • 14.
      • This.
    • 15. An (The?) Answer
    • 16.
      • BRAND
    • 17.
      • BRAND
      SOCIAL
    • 18. But what does that mean?
    • 19.
      • BRAND
      • LOGO
      • (And never did.)
    • 20.
      • It’s a mosaic
    • 21. It’s about moving people closer to you… People Awareness Comprehension Loyalty Support / Advocacy Participation © Sametz Blackstone Associates
    • 22.
      • And you moving closer to them …
    • 23. The process
    • 24. 7 steps to social branding © Sametz Blackstone Associates Measure / retune Research Know where you stand––and where you can go 1 Constituents Know whom you serve and why they care 2 Brand foundation Be who you are; become what you want to be 3 Messaging Craft your messages–– in their words 4 Visual identity Look the part, be the part 5 Action Put it together, and put it to work 6 Engagement + Sustainability Own your brand, and keep it healthy 7
    • 25. 1
      • Research
      Know where you stand–– and where you can go. 1 2 3 5 4 6 7
    • 26. Research © Sametz Blackstone Associates Qualitative Quantitative Inside Outside Motivations Actions Staff Env
    • 27. Insight
    • 28. 2
      • Constituents
      Know whom you serve and why they care. 1 2 3 5 4 6 7
    • 29.
      • ≠ members ≠ single-ticket buyers ≠ donors ≠ partners ≠ media ≠ corporate sponsors ≠ government agencies ≠ volunteers ≠ board ≠ staff…
      Constituents aren’t monolithic… © Sametz Blackstone Associates
    • 30.
      • For a museum…
      And neither are nonprofits © Sametz Blackstone Associates Social interaction Education Outreach Exhibitions Capital projects
    • 31. Finding the intersection What constituents care about, will participate in, and value What an org stands for and seek to advance © Sametz Blackstone Associates
    • 32. Finding the intersection What constituents care about, will participate in, and value © Sametz Blackstone Associates What an org stands for and seek to advance
    • 33. Relevance
    • 34.
      • http://www.flickr.com/photos/10604632@N02/2673376797/
    • 35. 3
      • Foundation
      Be who you are; become what you want to be. 1 2 3 5 4 6 7
    • 36. A brand foundation to build on © Sametz Blackstone Associates Brand strategy Vision + mission Model Areas of endeavor Category Position Personality
    • 37. Four branding strategies © Sametz Blackstone Associates Corporate / institutional focus Product Endorsed Source Master Product / offering focus
    • 38. Identity
    • 39.
      • Prepare your open book
    • 40. 4
      • Messaging
      Craft your messages–– in their words. 1 2 3 5 4 6 7
    • 41.
      • http://www.flickr.com/photos/stevensnodgrass/4017403148/
    • 42. Clarity
    • 43.
      • Find the “God Particle”
    • 44.
      • What you are
      • What you do
    • 45. Evolving a message system © Sametz Blackstone Associates High-level message
    • 46. Evolving a message system © Sametz Blackstone Associates High-level message Areas of focus
    • 47. Evolving a message system © Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Areas of focus
    • 48. Evolving a message system © Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Supporting stories Areas of focus
    • 49. Evolving a message system © Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
    • 50. Evolving a message system © Sametz Blackstone Associates High-level message Customized for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
    • 51. Evolving a message system © Sametz Blackstone Associates High-level message Customized for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
    • 52. Evolving a message system © Sametz Blackstone Associates High-level message Customized for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
    • 53. Resonance
    • 54. 5 Look the part, be the part.
      • Visual system
      1 2 3 5 4 6 7
    • 55. Design that delivers © Sametz Blackstone Associates Name(s) Logo(s) / logotype(s) Taglines / modifiers Service marks That which you can own Color Typography Imagery Composition Focused approaches
    • 56. Use every communication to build brand and meaning Tactical communications – by program, function, audience, initiative © Sametz Blackstone Associates
    • 57. Use every communication to build brand and meaning Tactical communications – by program, function, audience, initiative 20-90% reinforces brand (depending on strategy) © Sametz Blackstone Associates
    • 58. Use every communication to build brand and meaning Tactical communications – by program, function, audience, initiative 20-90% reinforces brand (depending on strategy) Promises Expectations Position Attributes Personality Your organization © Sametz Blackstone Associates
    • 59. (Compelling) Coherence
    • 60. 6
      • Action
      Put it together, and put it to work. 1 2 3 5 4 6 7
    • 61.
      • It takes a village
    • 62. An architecture helps you to plan and deploy resources better Awareness Comprehension Participation Loyalty Support / advocacy Wide General Long High High Centralized Custom / outsourced Offset Use Content Shelf life Cost / production Quantity Content generation Design Production Targeted Specific Shorter Lower Low / print on demand Distributed / to template In-house to template Print on demand © Sametz Blackstone Associates
    • 63. Architecture for action © Sametz Blackstone Associates Awareness Comprehension Participation Loyalty Support Desired outcome Season kit Membership Development kit Print Digital Postcard / mailers Donor newsletter
    • 64. Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
    • 65. Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
    • 66. Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
    • 67. Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
    • 68. Engagement
    • 69. 7 Own your brand, and keep it healthy
      • Sustainability
      1 2 3 5 4 6 7
    • 70.
      • This is a process , not an event.
      © Sametz Blackstone Associates
    • 71. Effective communications deliver value over time © Sametz Blackstone Associates Measure / retune Research Know where you stand––and where you an go 1 Constituents Know whom you serve and why they care 2 Brand foundation Be who you are; become what you want to be 3 Messaging Craft your messages–– in their words 4 Visual identity Look the part, be the part 5 Action Put it together, and put it to work 6 Engagement + Sustainability Own your brand, and keep it healthy 7
    • 72.
      • Build a framework, not a prison.
    • 73. Evolution
    • 74. The Plan
    • 75.
      • We take a scientific approach…
    • 76.
      • 0 Set up the lab
      • 1 Define the question
      • 2 Observe
      • 3 Investigate
      • 4 Hypothesize
      • 5 Experiment
      • 6 Analyze
      • 7 Retest
      The Scientific Method
    • 77. O
      • set up the lab
    • 78.
      • Structures
        • Doughnut
        • Tower
        • Solar system
      • Policies
        • No policy
        • No! policy
        • Spokesmodel
        • A-Team
        • Train
      • Profiles
      Setting up the lab © Sametz Blackstone Associates
    • 79. 1
      • define the question
    • 80.
      • What’s the best use of social media in my organization?
    • 81. 2
      • observe
    • 82.
      • Grow bigger ears – and eyes.
      Paraphrase of Chris Brogan
    • 83. 3
      • investigate
      Scope Audiences Content Resources Outcomes Measurement
    • 84. Scope
    • 85. Audiences
    • 86.
      • Resonance & Dissonance
    • 87. Content
    • 88. Resources
    • 89. Outcomes
    • 90. Measurement
    • 91. 4
      • hypothesize
    • 92.
      • For {scope} , {content} from {sources} , used across {tools} , will produce {measured} {results} with {audiences} .
    • 93. 5
      • experiment
    • 94.
      • Observation ≠ participation.
      • You have to do it .
    • 95. 6
      • analyze
    • 96.  Numbers  Sentiment  Actions
    • 97. 7
      • retest
    • 98.
      • It takes practice.
    • 99.  
    • 100. Who I am
      • Tamsen McMahon
        • Director of Digital and Strategic Initiatives, Sametz Blackstone Associates
        • 15+ years in non-profits
      • [email_address]
      • tamsenmcmahon.com
      • @tamadear