Message, brand and social media: the winning combination for your new organization


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It's not enough just to use social media tactics when you want to launch a new non-profit or NGO. You need to know your audience, brand and message first!

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Message, brand and social media: the winning combination for your new organization

  1. 1. Using Social Media to Launch Your Campaign or Organization Brand and Message October 5, 2010
  2. 2. What We’re Going to Do Tonight •  Establishing your brand •  Translating brand into your digital presence
  3. 3. What You’re Up Against
  4. 4. Why START our presentation with branding? •  Social media isn’t a SOLUTION, it’s a tool that can be deployed strategically in support of a larger organizational or campaign goal. •  A brilliant social media strategy cannot compensate for a campaign or organization that lacks a strong, memorable brand.
  5. 5. What’s a brand? **What promise does your brand make?**
  6. 6. Example: Ben & Jerry’s v. Godiva
  7. 7. Must-Haves of a Brand Promise   It must respond to a need or problem FedEx will get my package there overnight.   It must differentiate you from the competition   It must be simple to understand   It must be compact Volvo will keep my family safe.   It must be easy for customers to translate into their own words   It must be about one thing   It must be emotionally powerful Obama will change the direction of our country.
  8. 8. What are Messages? It’s the economy, stupid.
  9. 9. Content and Distribution Channels PR   TV/Ads   Pla$orm:  content   Influencers   Partner   Email   Search   Mobile   Facebook   YouTube   Events   Twi7er   (blogs)   organizaIons   Online  ads   Your brand is everywhere, and it’s consistent!
  10. 10. Baseline: Website •  Your website houses your content •  Content’s purpose: –  Who we are (delivering on the promise) –  How you can join us –  What we’re doing and why it’s so crucial –  Who pays the bills •  Most people won’t come back to your site voluntarily…you need to go out and get them
  11. 11. Use Your Channels for Message –  Getting to know you •  Search engine visibility •  Presence on major platforms and networks •  Building the relationship –  News/Rapid response •  Twitter (esp. for media and influentials) •  Email list •  Know what your opposition is doing online •  Mobilization –  Niche marketing, not mass –  Use channels to tailor your message and make it relevant –  Build relationships
  12. 12. SEARCH
  13. 13. Source:  Quantcast;  h7p:// social-­‐media-­‐and-­‐poliIcs-­‐may-­‐20-­‐2009  
  14. 14. Message: Bulk Email Collect email at every chance you get –  Site –  Events –  All posters, collateral •  Google Groups –  Segment, internal •  StreamSend, MyEmma, Constant Contact –  Stats, spam filters, segmenting
  15. 15. Running on PEOPLE •  It’s all about retail politics! –  Thank you’s, follow ups and celebrations! –  Give people a chance to grow •  LIST MAINTENANCE –  Your list is your source of power! •  Social Events outside of just electoral work –  People come for the cause and stay for coffee •  Social Networks are key –  They save money and time –  Positive use of social pressure – the bandwagon effect. Source:  Tanya  Tarr,  h7p:// being-­‐the-­‐change-­‐in-­‐acIon  
  16. 16. Mobilizing
  17. 17. Mobilizing •  Google Calendar •  MeetUp •  Facebook • •  Office Hours •  Emails!
  18. 18. Good Sites • • • • •  What You Need to Know About Facebook Marketing: •  PDF “Who to Hire”
  19. 19. Finally… •  Don’t underestimate interns and young staffers •  But don’t shortchange your web program. It IS worth your personal and loving attention!