BrandraisingThrough Social Media      Womenʼs Funding Network                     April 9, 2011                           ...
Click to edit Master text
Wanna tweet?•  Use #WFN11•  I’m @farra                Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
3 Basic Principles of EffectiveCommunications•  See the long view.•  Communicate on their terms, not yours.•  Do more with...
Effective Branding Involves•    Communication specific research•    Brand strategy•    Buy-in•    Good creative           ...
Reasons NonprofitsCommunicate                     Click to edit Master text
Brandraising®                Click to edit Master text
PositioningThe big differentiating ideayou strive to own in the mindsof your target audiences                            C...
Click to edit Master text
Click to edit Master text
Disaster relief           Click to edit Master text
(your org here)                  Click to edit Master text
What do you want donors toassociate with your organization?                         Click to edit Master text
Determine your organization’spositioning via research•  Interviews•  Surveys   •  Internal   •  External•  Landscape Scan ...
PersonalityThe overarching feeling youwant people to associate withyour organization                           Click to ed...
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Determine your organization’spersonality via leadership interviews•  If your organization had a mascot,   what would it be...
What a strong brand requires to thrive:•    Strategic planning•    Identity development•    Institutional memory•    Day-t...
So, what about social media?                        Click to edit Master text
Click to edit Master text
It’s about reachingand connecting people                  Click to edit Master text
traditional media    social media   Encyclopedia         Wikipedia   Brittanica  New York Times      TechCrunch  Print new...
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng                                             Click to edit Master text
Why should we use social media?                       Click to edit Master text
Maybe            shouldn’t…Social media is not…•  Free•  An opportunity to control your message•  An opportunity to tell e...
That said…Social media is…•  Pretty low cost•  Growing by leaps and bounds, nationally and   internationally•  An opportun...
How do people participate?                                                                Click to edit Master texthttp://...
Online EngagementPriorities                    Click to edit Master text
http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/                                       ...
http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/                                       ...
Ways funds are using social media•  Engaging younger donors/next gen in   conversation•  Sparking giving, connecting givin...
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Awesome… so now what do I do?                      Click to edit Master text
Start by listening                     Click to edit Master text                                   © robertcarlsen
Listening Online•  Set up Google alerts, Technorati search, Twitter   search, etc.•  http://socialmedia-listening.wikispac...
Listening Online (continued)  •  Peer/competitor names and program/event     names  •  Your tagline or other key phrases  ...
Click to edit Master text
Dive in and learn the lingohttp://www.greenlightsearch.com/knowledge/white-papers/social-media-jargon.aspxtext            ...
Find out whereyour people areonline                  Click to edit Master text
Send a survey or questionnaire                                 Click to edit Master text
Develop your strategy first, tactics secondhttp://fjrodriguezg.tumblr.com/post/2101032155/social-media-iceberg-diagram    ...
Pick the right tools for your strategy                             Click to edit Master text                              ...
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master text
Click to edit Master textPhotograph: Peter Dazeley/Getty Images
http://blog.jumpstartinc.org/index.php/archives/420   Click to edit Master text
Create a social media policy•  Scan sample policies from other orgs  •  http://socialmediagovernance.com/     policies.php...
http://ejewishphilanthropy.com/developing-a-social-media-policy/edit Master text                                          ...
In sum…•  Social media ≈ conversation•  Social media usage is growing•  Look before you tweet! Listen and plan before   di...
Homework: Assess Your Brand•  http://bigducknyc.com/brandraising/scorecard                                           Click...
Resources•  Brandraising: How Nonprofits Raise Visibility and Money   Through Smart Communications, Sarah Durham   www.ama...
Resources• NTEN: We Are Media   http://www.wearemedia.org• Social Technographics   http://blogs.forrester.com/groundswell/...
Let’s stay in touch   bigducknyc.com   bigducknyc.com/blog   facebook.com/bigduck   twitter.com/bigduck                   ...
Let’s stay in touch   farra@bigducknyc.com   twitter.com/farra   linkedin.com/in/farra                           Click to ...
© Jeremy Crow                Click to edit Master text
Want a copy of these slides?                        http://slideshare.net/farra© supercutekittens.blogspot.com            ...
Upcoming SlideShare
Loading in...5
×

Brandraising(R) Through Social Media

3,434

Published on

More and more organizations are trying to figure out how to use social media to increase visibility, raise awareness, and generate support. These slides are from a workshop for the Women's Funding Network that focused on how you can use social media to shape the experience of your brand identity through key concepts of positioning and personality and how to "manage" your brand in online conversations and communities. We also looked at some of the unique opportunities and challenges for member funds as intermediaries and capacity builders in the social justice movement.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,434
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
47
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Brandraising(R) Through Social Media

  1. 1. BrandraisingThrough Social Media Womenʼs Funding Network April 9, 2011 Farra Trompeter @farra Click to edit Master text
  2. 2. Click to edit Master text
  3. 3. Wanna tweet?•  Use #WFN11•  I’m @farra Click to edit Master text
  4. 4. Click to edit Master text
  5. 5. Click to edit Master text
  6. 6. Click to edit Master text
  7. 7. Click to edit Master text
  8. 8. Click to edit Master text
  9. 9. Click to edit Master text
  10. 10. Click to edit Master text
  11. 11. 3 Basic Principles of EffectiveCommunications•  See the long view.•  Communicate on their terms, not yours.•  Do more with less. Click to edit Master text
  12. 12. Effective Branding Involves•  Communication specific research•  Brand strategy•  Buy-in•  Good creative Click to edit Master text
  13. 13. Reasons NonprofitsCommunicate Click to edit Master text
  14. 14. Brandraising® Click to edit Master text
  15. 15. PositioningThe big differentiating ideayou strive to own in the mindsof your target audiences Click to edit Master text
  16. 16. Click to edit Master text
  17. 17. Click to edit Master text
  18. 18. Disaster relief Click to edit Master text
  19. 19. (your org here) Click to edit Master text
  20. 20. What do you want donors toassociate with your organization? Click to edit Master text
  21. 21. Determine your organization’spositioning via research•  Interviews•  Surveys •  Internal •  External•  Landscape Scan Click to edit Master text
  22. 22. PersonalityThe overarching feeling youwant people to associate withyour organization Click to edit Master text
  23. 23. Click to edit Master text
  24. 24. Click to edit Master text
  25. 25. Click to edit Master text
  26. 26. Click to edit Master text
  27. 27. Determine your organization’spersonality via leadership interviews•  If your organization had a mascot, what would it be?•  What type of vehicle would it be?•  What color?•  What actress?•  Why? Click to edit Master text
  28. 28. What a strong brand requires to thrive:•  Strategic planning•  Identity development•  Institutional memory•  Day-to-day Click to edit Master text
  29. 29. So, what about social media? Click to edit Master text
  30. 30. Click to edit Master text
  31. 31. It’s about reachingand connecting people Click to edit Master text
  32. 32. traditional media social media Encyclopedia Wikipedia Brittanica New York Times TechCrunch Print newsletter eNewsletter, Twitter, Facebook Click to edit Master text
  33. 33. http://www.youtube.com/watch?v=lFZ0z5Fm-Ng Click to edit Master text
  34. 34. Why should we use social media? Click to edit Master text
  35. 35. Maybe shouldn’t…Social media is not…•  Free•  An opportunity to control your message•  An opportunity to tell everyone what you think•  Inherently appealing and cool to millenials•  An alternative to clear messaging/mission•  A silver bullet to raise millions of $ Click to edit Master text
  36. 36. That said…Social media is…•  Pretty low cost•  Growing by leaps and bounds, nationally and internationally•  An opportunity for conversation•  A great way to reach certain audiences•  A complement to the messages you’re sharing through other channels Click to edit Master text
  37. 37. How do people participate? Click to edit Master texthttp://forrester.typepad.com/groundswell/2010/09/social-growth-takes-a-breather.html
  38. 38. Online EngagementPriorities Click to edit Master text
  39. 39. http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/ Click to edit Master text
  40. 40. http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/ Click to edit Master text
  41. 41. Ways funds are using social media•  Engaging younger donors/next gen in conversation•  Sparking giving, connecting giving circles•  Raising awareness•  Changing attitudes•  Using tools to share information •  Texting, emails, blogs, Twitter, Facebook, etc.•  Covering events Click to edit Master text
  42. 42. Click to edit Master text
  43. 43. Click to edit Master text
  44. 44. Click to edit Master text
  45. 45. Click to edit Master text
  46. 46. Click to edit Master text
  47. 47. Click to edit Master text
  48. 48. Click to edit Master text
  49. 49. Click to edit Master text
  50. 50. Click to edit Master text
  51. 51. Click to edit Master text
  52. 52. Click to edit Master text
  53. 53. Click to edit Master text
  54. 54. Click to edit Master text
  55. 55. Click to edit Master text
  56. 56. Click to edit Master text
  57. 57. Click to edit Master text
  58. 58. Click to edit Master text
  59. 59. Click to edit Master text
  60. 60. Click to edit Master text
  61. 61. Click to edit Master text
  62. 62. Click to edit Master text
  63. 63. Click to edit Master text
  64. 64. Click to edit Master text
  65. 65. Click to edit Master text
  66. 66. Click to edit Master text
  67. 67. Click to edit Master text
  68. 68. Click to edit Master text
  69. 69. Awesome… so now what do I do? Click to edit Master text
  70. 70. Start by listening Click to edit Master text © robertcarlsen
  71. 71. Listening Online•  Set up Google alerts, Technorati search, Twitter search, etc.•  http://socialmedia-listening.wikispaces.com/Tools •  Your name and people connected to your organization •  Your institution’s name •  Program or event names Click to edit Master text Source: Beth’s Blog, Beth Kanter
  72. 72. Listening Online (continued) •  Peer/competitor names and program/event names •  Your tagline or other key phrases •  URL for any web properties (main website, blog) •  Related issues/topics •  Common misspellings Click to edit Master text
  73. 73. Click to edit Master text
  74. 74. Dive in and learn the lingohttp://www.greenlightsearch.com/knowledge/white-papers/social-media-jargon.aspxtext Click to edit Master
  75. 75. Find out whereyour people areonline Click to edit Master text
  76. 76. Send a survey or questionnaire Click to edit Master text
  77. 77. Develop your strategy first, tactics secondhttp://fjrodriguezg.tumblr.com/post/2101032155/social-media-iceberg-diagram Click to edit Master text
  78. 78. Pick the right tools for your strategy Click to edit Master text © BoomeraATV
  79. 79. Click to edit Master text
  80. 80. Click to edit Master text
  81. 81. Click to edit Master text
  82. 82. Click to edit Master text
  83. 83. Click to edit Master text
  84. 84. Click to edit Master text
  85. 85. Click to edit Master text
  86. 86. Click to edit Master text
  87. 87. Click to edit Master text
  88. 88. Click to edit Master text
  89. 89. Click to edit Master text
  90. 90. Click to edit Master text
  91. 91. Click to edit Master text
  92. 92. Click to edit Master textPhotograph: Peter Dazeley/Getty Images
  93. 93. http://blog.jumpstartinc.org/index.php/archives/420 Click to edit Master text
  94. 94. Create a social media policy•  Scan sample policies from other orgs •  http://socialmediagovernance.com/ policies.php•  Agree on contents •  Write them in a way that addresses concerns, but feels friendly and easy to follow •  Try http://socialmedia.policytool.net/•  Rollout through staff trainings/meetings•  Update 2x/year Click to edit Master text
  95. 95. http://ejewishphilanthropy.com/developing-a-social-media-policy/edit Master text Click to
  96. 96. In sum…•  Social media ≈ conversation•  Social media usage is growing•  Look before you tweet! Listen and plan before diving in•  Choose the tools that are right for you, and be flexible and open Click to edit Master text
  97. 97. Homework: Assess Your Brand•  http://bigducknyc.com/brandraising/scorecard Click to edit Master text
  98. 98. Resources•  Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durham www.amazon.com•  Big Duck website http://www.bigducknyc.com•  Duck Call Blog http://www.bigducknyc.com/blog Click to edit Master text
  99. 99. Resources• NTEN: We Are Media http://www.wearemedia.org• Social Technographics http://blogs.forrester.com/groundswell/• Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php•  Social Media Explorer http://www.e-benchmarksstudy.com/socialmedia/http:// www.socialmediaexplorer.com/social-media-marketing/ finding-your-brand-voice/ Click to edit Master text
  100. 100. Let’s stay in touch bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck Click to edit Master text
  101. 101. Let’s stay in touch farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra Click to edit Master text
  102. 102. © Jeremy Crow Click to edit Master text
  103. 103. Want a copy of these slides? http://slideshare.net/farra© supercutekittens.blogspot.com Click to edit Master text
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×