Online Brand Ambassadors

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Presentation given to the Austin 501 Tech Club on May 18, 2009.

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  • For instance, why are you here right now?
  • For instance, why are you here right now?
  • For instance, why are you here right now?
  • For instance, why are you here right now?
  • For instance, why are you here right now?
  • For instance, why are you here right now?
  • For instance, why are you here right now?
  • Online and offline are not different.
  • For instance, why are you here right now?
  • Online Brand Ambassadors

    1. 1. FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS Monday May 18 2009
    2. 2. ABOUT CHRIS BAILEY  Principal & Community Strategist for Gravit8  Worked in & with nonprofits for last 15 years  Background in membership, marketing, online communications & community development  Working on grad degree in business anthropology  I love baseball, football, pro roller derby, dark beer, barbeque, sci-fi & horror movies… THIS ISN’T ABOUT ME, THOUGH…
    3. 3. …THIS IS ABOUT YOU! THINK ABOUT:  Who you are  Where you work  What you want to get from this experience  What you’re going to do with your learning tomorrow
    4. 4. WHY IS THIS IMPORTANT?
    5. 5. WHY SUPPORT YOUR NONPROFIT? Your CONSTITUENTS…  Donate  Advocate  Volunteer WHY?
    6. 6. WHY SUPPORT YOUR NONPROFIT?
    7. 7. WHY SUPPORT YOUR NONPROFIT? Or more accurately… IT’S ALL ABOUT THEM!
    8. 8. PEOPLE ARE MOTIVATED BY… Yep, Self-Interest
    9. 9. PEOPLE ARE MOTIVATED BY… Folks create their own MEANING… Your challenge is to connect your brand to them through THEIR OWN STORIES
    10. 10. HOW? A little algebra: C x (M + Tn) = A CONTENT…YOUR WORK MEANING…THEIR STORIES CONVERSATIONS…TELL WORLD AWARENESS or AWESOMENESS
    11. 11. THIS BRANDING THING
    12. 12. BRAND STRATEGY QUESTION: DOES YOUR ORGANIZATION HAVE A BRANDING STRATEGY?
    13. 13. WHAT IS A BRAND? A powerful brand should evoke FEELINGS The STRONGER the BETTER
    14. 14. FAMILIAR BRANDS
    15. 15. FAMILIAR BRANDS
    16. 16. FAMILIAR BRANDS
    17. 17. FAMILIAR BRANDS
    18. 18. FAMILIAR BRANDS
    19. 19. FAMILIAR BRANDS
    20. 20. FAMILIAR BRANDS
    21. 21. BRING YOUR BRAND TO LIFE
    22. 22. BRAND MODEL
    23. 23. BRAND MODEL  CONSISTENCY  FOCUS  TRUST  PARTNERSHIP
    24. 24. BRAND MODEL CONSISTENCY Message :: Connect your image and efforts
    25. 25. BRAND MODEL FOCUS Effectiveness :: Know what your organization stands for and commit
    26. 26. BRAND MODEL TRUST Relationship :: Cornerstone of integrity and belief in your mission
    27. 27. BRAND MODEL PARTNERSHIP Collaborations :: Work together to accomplish more
    28. 28. BRAND MODEL CONSISTENCY PARTNERSHIP FOCUS TRUST
    29. 29. THE FIVE KEYS
    30. 30. THINK INSIDE FIRST Your inside mirrors outside objectives CONSISTENCY QUALITY FOCUS INITIATIVES PARTNERSHIP TRUST
    31. 31. KEY #1: DEVELOP INTERNAL BRAND STRATEGY
    32. 32. FIND YOUR AMBASSADORS Do you know who your most passionate supporters are?
    33. 33. FIND YOUR AMBASSADORS Mine your database Monitor social media channels Don’t be afraid to create lemonade
    34. 34. FIND YOUR AMBASSADORS Remember: THERE IS A VAST FIELD OF SUPPORTERS OUT THERE!
    35. 35. KEY #2: CREATE A MONITORING PLAN
    36. 36. ENGAGE YOUR AMBASSADORS Content is YOUR STORY DO YOU HAVE A STORY?
    37. 37. ENGAGE YOUR AMBASSADORS Who is the HERO of your What story? PROBLEM will they overcome? How will it END?
    38. 38. ENGAGE YOUR AMBASSADORS Appeal to their deepest WANTS & DESIRES Find out the VALUE for them… Is it SOCIAL STATUS? FEELING GOOD?
    39. 39. ENGAGE YOUR AMBASSADORS Use the talents you already have Identify TALENTS & GIFTS of your volunteers
    40. 40. ENGAGE YOUR AMBASSADORS It’s finding this guy and realizing he can do this
    41. 41. KEY #3: MAKE YOUR STORY THEIR STORY
    42. 42. EQUIP YOUR AMBASSADORS STORIES: What are the meanings for your supporters? Help them tell their stories
    43. 43. EQUIP YOUR AMBASSADORS Is your website a story-ready campfire?
    44. 44. EQUIP YOUR AMBASSADORS Can your supporters tell their story through their networks?
    45. 45. EQUIP YOUR AMBASSADORS Your Story is Their Story is Your Story
    46. 46. KEY #4: MAKE TELLING THEIR STORY EASY
    47. 47. RECOGNIZE YOUR AMBASSADORS Does your organization have a RECOGNITION program?
    48. 48. RECOGNIZE YOUR AMBASSADORS Recognition programs can take many forms DON’T BE AFRAID TO ASK
    49. 49. RECOGNIZE YOUR AMBASSADORS Show you value your supporters, their stories, their work for your organization
    50. 50. RECOGNIZE YOUR AMBASSADORS What’s the price tag on their support?
    51. 51. KEY #5: CREATE A RECOGNITION PLAN
    52. 52. BONUS!!! GO LONG Create your own brand experience What does your organization want to be known for?
    53. 53. KEY #6: BUILD A MOVEMENT NOT A CAMPAIGN
    54. 54. FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS Monday May 18 2009
    55. 55. THANKS…NOW GO KICK BUTT! ~CHRIS PHONE: 512.394.3598 EMAIL: CHRIS@GRAVIT8.COM TWITTER: @CHRIS_BAILEY FULL SLIDES AVAILABLE AT WWW.GRAVIT8.COM FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS Monday May 18 2009

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