#amanp
How to Empower
Staff to be the Voice
for the Organization
through Social Media
Danielle Brigida | National Wildlife...
#amanp
#amanp
#amanp
#amanp
@farra | @bigduck
@starfocus | @NWF
#amanp
What we’ll discuss
•  The evolving definition of ‘spokesperson’
•  How social media has changed the game
•  Ways to...
#amanp
Who speaks for
your nonprofit?
#amanp
When the media calls?
Image © channel17.org
#amanp
When the board has
a question?
Image © connectioncafe.com
#amanp
When a donor sends
a note?
Image © uwaystan.org
#amanp
When a celebrity wants
to interview you?Image © usmagazine.com
#amanp
When an advocate wants
to do more?
#amanp
When a candidate applies
for a job?
Image © chooseust.org
#amanp
When a crisis happens?
Image © NWF/publicnewsservice.org
#amanp
Your ideal spokesperson…
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak without...
#amanp
How has social media
changed the game?
#amanp
Then vs. Now
#amanp
http://www.conversationprism.com
#amanp
#amanp
#amanp
#amanp
#amanp
#amanp
#amanp
#amanp
#amanp
#amanp
Every staff person is a
brand ambassador
#amanp
Ways to empower
your staff
#amanp
Train staff about your brand
http://fightcolorectalcancer.org/
#amanp
Create social media guidelines
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010
#amanp
Create social media guidelines
hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010
#amanp
Teach privacy settings
https://www.facebook.com/help/459934584025324/
#amanp
Find & encourage your internal
‘social media evangelists’.
http://socialmediatoday.com/jasonmillerca/281057/empower...
#amanp
Use tools to share, collaborate.
http://yammer.com
#amanp
Have a point person, process for
negative comments.
http://group.tnt.com/Images/20100901_TNT_Social_Media_Guideline...
#amanp
Recruit by sharing your culture
#amanp
Exhale. Mistakes will happen.
http://mashable.com/2011/02/16/red-cross-tweet/
#amanp
Resources
#amanp
Helpful articles
•  Social Media for Nonprofit CEOs—How one Executive
Director manages it
http://www.bigducknyc.com...
#amanp
Contact Danielle
brigidad@nwf.org
twitter.com/starfocus
linkedin.com/in/daniellebrigida
slideshare.net/starfocus
#amanp
Connect with NWF
nwf.org
blog.nwf.org
facebook.com/NationalWildlife
twitter.com/NWF
#amanp
Contact Farra
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
#amanp
Connect with Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
#amanp
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How to Empower Your Staff to be the Voice for the Organization in Social Media

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Slides presented on July 17, 2013 at the AMA Nonprofit Marketing Conference.

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  • Thanks for the comment EnVeritas Group. We hope this gets nonprofits and NGOs talking and thinking about this more. Glad to hear you think it will be helpful!
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  • Great advice. I think a lot of organizations make the mistake of taking step one of empowering their team members to speak for them via social media, but they don't make them true brand ambassadors. There is a huge need for training, a style guide, knowledge of the brand, knowledge of social media rules and best practices, and the list goes on. This is a great presentation for organizations to use as a template for training their staff to do social media right.
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How to Empower Your Staff to be the Voice for the Organization in Social Media

  1. 1. #amanp How to Empower Staff to be the Voice for the Organization through Social Media Danielle Brigida | National Wildlife Federation Farra Trompeter | Big Duck AMA Nonprofit Marketing Conference July 17, 2013
  2. 2. #amanp
  3. 3. #amanp
  4. 4. #amanp #amanp @farra | @bigduck @starfocus | @NWF
  5. 5. #amanp What we’ll discuss •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Ways to empower your staff •  Resources
  6. 6. #amanp Who speaks for your nonprofit?
  7. 7. #amanp When the media calls? Image © channel17.org
  8. 8. #amanp When the board has a question? Image © connectioncafe.com
  9. 9. #amanp When a donor sends a note? Image © uwaystan.org
  10. 10. #amanp When a celebrity wants to interview you?Image © usmagazine.com
  11. 11. #amanp When an advocate wants to do more?
  12. 12. #amanp When a candidate applies for a job? Image © chooseust.org
  13. 13. #amanp When a crisis happens? Image © NWF/publicnewsservice.org
  14. 14. #amanp Your ideal spokesperson… •  Is passionate about your mission •  Understands what you do •  Trusted to speak without a lot of approval •  Will be respected and can stay calm •  Speaks clearly and simply •  Is generally available http://www.ereleases.com/prfuel/choosing-a-press-spokesperson-for-your-nonprofit-organization/
  15. 15. #amanp How has social media changed the game?
  16. 16. #amanp Then vs. Now
  17. 17. #amanp http://www.conversationprism.com
  18. 18. #amanp
  19. 19. #amanp
  20. 20. #amanp
  21. 21. #amanp
  22. 22. #amanp
  23. 23. #amanp
  24. 24. #amanp
  25. 25. #amanp
  26. 26. #amanp
  27. 27. #amanp Every staff person is a brand ambassador
  28. 28. #amanp Ways to empower your staff
  29. 29. #amanp Train staff about your brand http://fightcolorectalcancer.org/
  30. 30. #amanp Create social media guidelines http://www.slideshare.net/tammygordon/aarp-social-guidelines2010
  31. 31. #amanp Create social media guidelines hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010
  32. 32. #amanp Teach privacy settings https://www.facebook.com/help/459934584025324/
  33. 33. #amanp Find & encourage your internal ‘social media evangelists’. http://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media Send a survey to staff. •  Do you have a Twitter account and/or Facebook profile? •  What blogs do you read and comment on regularly? •  Are you engaging in LinkedIn group discussions? •  Do you like to share images on Pinterest or Instagram?
  34. 34. #amanp Use tools to share, collaborate. http://yammer.com
  35. 35. #amanp Have a point person, process for negative comments. http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf
  36. 36. #amanp Recruit by sharing your culture
  37. 37. #amanp Exhale. Mistakes will happen. http://mashable.com/2011/02/16/red-cross-tweet/
  38. 38. #amanp Resources
  39. 39. #amanp Helpful articles •  Social Media for Nonprofit CEOs—How one Executive Director manages it http://www.bigducknyc.com/ social_media_for_nonprofit_ceos_how_one_executive_direct or_manages_it •  Empower Employees as Brand Champions in Social Media http://socialmediatoday.com/jasonmillerca/281057/empower- employees-brand-champions-social-media •  Employment Branding: The NPR Case http://www.nonprofithr.com/employment-branding/
  40. 40. #amanp Contact Danielle brigidad@nwf.org twitter.com/starfocus linkedin.com/in/daniellebrigida slideshare.net/starfocus
  41. 41. #amanp Connect with NWF nwf.org blog.nwf.org facebook.com/NationalWildlife twitter.com/NWF
  42. 42. #amanp Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra
  43. 43. #amanp Connect with Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck
  44. 44. #amanp
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