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, 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..
  • Social Media + ? = $: Nonprofits and Social Media

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

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