Branding 2.0 for NGOs

TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG BRANDING 2.0 FOR NGOS CORE ASPECTS OF A SOCIAL MEDIA STRATEGY BERLIN // DECEMBER 2009 WWW.FLICKR.COM/PHOTOS/39588385@N05/3657975883

Social m edia is called social media because the med ia‘s use and purpose are social. WWW.FLICKR.COM/PHOTOS/IAINJOHNMORRISON/4035928764

WWW.FLICKR.COM/PHOTOS/ALE2000/3311489900 S: WEB 2.0 IS NO T JUST ANOTHER THIS MEAN ABOUT PEOPLE ADVERTISING OR PR CHANNEL. IT‘S E. CIAL EXCHANG AND RELAT IONSHIPS AND SO

WEB 1.0: [ORGANIZATION] O2S [STAKEHOLDER]

WEB 2.0: O2S2S2O2S2S2S2O...

WWW.FLICKR.COM/PHOTOS/KK/230544325 WEB 1.0 MANAGING VS. DISTRIBUTING EXCHANGE MESSAGES WEB 2.0 WWW.FLICKR.COM/PHOTOS/MOOGY/3046483472

WWW.FLICKR.COM/PHOTOS/DIGITALTOOL/2989480060 WEB 1.0 INTEREST TARGET GROUPS GROUPS VS. WEB 2.0 WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769

WWW.FLICKR.COM/PHOTOS/BRIANKRIJGSMAN/3376880569 WEB 1.0 TOP-DOWN VS. BOTTOM-UP WEB 2.0 WWW.FLICKR.COM/PHOTOS/EPICHEROADAM/128320242

Through social media, communication channels are exploding, creating A MULTI MILLION ARENA WORLD.

This makes it increasingly difﬁcult to be present whereever the stakeholders are.

WWW.FLICKR.COM/PHOTOS/THOMASHAWK/2751554048 Being on Facebook and Twitter is not enough to connect with a highly scattered audience. A good social media strategy must go further.

ActionAid Adventist Development and Relief Agency International African Medical and Research Foundation Agency for Personal Service Overseas Aid to the Church in Need AMDA International Amnesty International Asia Institute of Management Charities Aid Foundation Christian Children's Fund Christian Solidarity International Consumers International Counterpart International CUSO Department for International Development Food and Agricultural Organization of the United Nations Foodﬁrst Information and Action Network Ford Foundation Freedom House Friends of the Earth International Friends World Committee for Consultation German Appropriate Technology Exchange Greenpeace International Institute of Cultural Affairs International Intermediate Technology Development Group International Confederation of Free Trade Unions International Cooperative Alliance International Council of AIDS Service Organizations International Council on Social Welfare International Development Research Centre International Federation of ACAT - Action by Christians for the Abolition of Torture International Finance Corporation International Labour Organization International Movement Against All forms of Discrimination and Racism International Ocean Institute International Society for Human Rights Islamic Relief Worldwide Leadership for Environment and Development Oxfam International Penal Reform International Population Council Public Services International Rainforest Foundation International Salvation Army Save the Children Telecommunication Development Bureau UNICEF - United Nations Children's Fund UNEP United Way International World Bank Institute World Business Council for Sustainable Development World Food Programme World Institute for a Sustainable Humanity WHO - World Health Organization World Organization of the Scout Movement World Vision International World Wide Fund for Nature Youth With A Mission Centre on Human Rights Committee on the Elimination of Discrimination Commonwealth Human Rights Institution Dorcas Aid International Earthwatch Institute Green Cross International International Association of Democratic Lawyers International Association of Drilling Contractors International Human Rights Law Group International League of Human Rights No Peace Without Justice International Opportunity International Shelter Now International UN Centre for Regional Development World Conference of Labour World Water Council 1. EVEN NON-PROFIT ORGS ARE PART OF THE MARKET AND ITS COMPETION IN THE AGE OF CONVERSATION, ATTENTION IS BECOMING A SCARCE RESSOURCE

THE WORLDWIDE NGO DIRECTORY LISTS 17,545 EUROPE- BASED NON-GOVERNMENTAL ORGANIZATIONS. THE DIRECTORY OF DEVELOPMENT ORGANIZATIONS LISTS 53,750 DEVELOPMENT ORGANIZATIONS WORLDWIDE. ASSOCIATIONS UNLIMITED LISTS MORE THAN 456,000 NON- PROFIT ORGANIZATIONS WORLDWIDE. CHARITY OVERFLOW...

AND NOT TO FORGET: EVERY YEAR, AN AVERAGE CONSUMER SEES OR HEARS 1 MILLION MARKETING MESSAGES – THAT'S ALMOST 3,000 PER DAY... AND DEFINITELY MORE THAN ANY BRAIN LOVES TO DIGEST. WWW.FLICKR.COM/PHOTOS/KELLYSFACE/3695963815/

UUH, IMPRESSIVE FACTS – OR RATHER: DEPRESSING FACTS, EH? SO, WHERE‘S THE F***ING SOLUTION? OK, STEP BY STEP ;-)

UNDERSTAND YOURSELF AS A BRAND AND WHAT* YOU DO AS A (SOCIAL) SERVICE. * WITHOUT A DIS TINCTIVE BRAND ATTITUDE YOU W ILL DROWN IN TH FLOOD OF VOICE E S AND NOISES. YOUR BRAND IS THE MOST EFFICIENT AND M OST EFFECTIVE DIFFERENTIATION FACTOR YOU HAVE. AND THAT ‘S NOT JUST MARKETING BLAH . IT‘S THE LATEST RESULTS FROM N EUROSCIENCE. HTTP://UPLOAD.WIKIMEDIA.ORG/WIKIPEDIA/COMMONS/A/A5/TSUNAMI_BY_HOKUSAI_19TH_CENTURY.JPG

Some deﬁnitions to make sure we talk about the same now... A BRAND IS NOT… A TRADE MARK (These are legal properties.) A MISSION STATEMENT (This is a reminder.) A LOGO OR SLOGAN (These are your signatures.) A PRODUCT OR SERVICE (These are just the tangibles.) ADVERTISING (They deliver your messages.) HTTP://FARM1.STATIC.FLICKR.COM/53/163875481_57F3D58CE8.JPG HTTP://WWW.SLIDESHARE.NET/IMOOTEE/60-MINUTE-BRAND-STRATEGIST-LIMITED-EDITION

Some deﬁnitions to make sure we talk about the same now... WWW.FLICKR.COM/PHOTOS/24863129@N03/23 A BRAND IS… 47868601 POINT OF VIEW Branding is a strategic point of vie w, not a select set of marketing activities. CUSTOMER VALUE Branding is central to creating cu stomer value, not just sound bites and im ages. COMPETITIVE ADVANTAGE Branding is a key tool for creating and sustaining competitive advantages . ENGINEERED Brand strategies must be “engine ered” into the strategic planning process. ALIVE Brands get their identity from mea nings. Products and services are the bloo d of a brand. Your organizational cu lture and standards for action are the heartb eat. LOGIC AND EMOTION Branding is part science and part ar t. HTTP://WWW.SLIDESHARE.NET/IMOOTEE/60-MINUTE-BRAND-STRATEGIST-LIMITED-EDITION

Some deﬁnitions to make sure we talk about the same now... AND ABOVE ALL, A BRAND IS… * PARTICIPATORY * AND IT IS THE MORE PARTICIPATORY THE MORE SOCIAL IT IS. WWW.FLICKR.COM/PHOTOS/NOAMG/218169158

BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448 2. IN A WEB 2.0 CONTEXT, THE ROLE OF THE BRAND IS CHANGING IN THE AGE OF CONVERSATION, BRANDS BECOME PLATFORMS FOR SOCIAL EXCHANGE

MORE AND MORE, CUSTOMERS ARE INVITED NOT JUST TO BUY THINGS BUT TO DO THINGS. ON THE PLATFORM OF EBAY, WIKIPEDIA, FLICKR AND YOUTUBE, PEOPLE SELL THINGS, SHARE KNOWLEDGE, BROADCAST VISUAL IDEAS. SONY ERICSSON SHOWS HOW ITS MOBILES ENABLE PEOPLE TO DO WHAT THEY LOVE. PEUGEOT INVITES CUSTOMERS TO BECOME CAR DESIGNERS, AND CROWDSPIRIT GETS LARGE NUMBERS OF PEOPLE TO INVENT NEW ELECTRONIC PRODUCTS. ACROSS THE DEVELOPED WORLD, CONSUMERS ARE BECOMING ACTIVE, EVEN ACTIVISTS, AND BRANDS THEIR PLATFORM. IT’S A LESS EMOTIONAL, MORE PRACTICAL RELATIONSHIP – PEOPLE DON’T LOVE EBAY, THOUGH THEY LOVE WHAT IT ALLOWS THEM TO DO. AS CONSUMERS ARE INVITED NOT TO BUY BUT TO WORK, FUNCTIONALITY REALLY MATTERS. CREATING A BRAND, AND DESIGNING THE SERVICE BEHIND IT, ARE BECOMING INSEPARABLE. HTTP://WWW.WOLFFOLINS.COM/BRANDNEXT

BEFORE DOING ANYTHING, ORGANIZATIONS SHOULD PRECISELY DEFINE WHAT THEY STAND FOR AND WHAT THEY ENABLE PEOPLE TO DO. Onliness statemengt ni n positio The essence of your OUR offering IS THE ONLY category THAT benefit . SOURCE: NEUTRON LLC

WWW.GEEKOLOGIE.COM/2007/05/CASH-WALLET.JPG JUST DOING FUNDRAISING SUCKS! PEOPLE ARE MORE THAN WALLETS WITH A MOUTH... BECOME A FACILITATOR: OFFER PEOPLE A PLATFORM TO GET ACTIVE THEMSELVES

RE-THINK DOMINANTTHINKING YOU TO THEM... SWITCH YOUR YOUR PERSPECTIVE FROM AN EXAMPLE YOUR ORGANIZATION HELPS AIDS ORPHANS IN AFRICA. AND YOU NEED FINANCIAL SUPPORT FROM PEOPLE TO DO YOUR WORK. THANKS TO SOCIAL MEDIA YOU HAVE THE CHANCE TO LET THEM PARTICIPATE IN YOUR ADVENTURES. EVEN MORE: MAKE THEM HELP THE AFRICAN CHILDREN. MAKE THEM SEE YOU AS THE SERVICE PROVIDER THAT ENABLES THEM TO HELP.* *AS A RESULT, YOU WILL FIND A LOT OF (BRAND) FANS WHO WILL HELP YOU SPREAD YOUR IDEAS AND GOALS. AND THIS, IN TURN, WILL SOONER OR LATER ALSO FILL YOUR POCKETS WITH THE MONEY YOU NEED TO DO YOUR JOB.

HTTP://WWW.FLICKR.COM/PHOTOS/NAWALIEEX3/3446850872 WEB 2.0 MAKES PEOPLE BECOME CO-CREATORS OF VALUE. IF YOU WANT TO SUCCEED IN WEB 2.0 GIVE THEM AN OPPORTUNITY TO CO-CREATE!

KNOWING WHAT YOU STAND FOR AND WHAT YOU ENABLE PEOPLE TO DO IS THE BASIS FOR DEVELOPING A UNIQUE (SOCIAL) SERVICE – AND FOR A CONTENT THAT PEOPLE REALLY WANT (BECAUSE IT IS VALUABLE FOR THEM). WWW.FLICKR.COM/PHOTOS/38043424@N07/3576721229

WWW.FLICKR.COM/PHOTOS/UNIVERSITYOFSUSSEX/3378216355 3. COMMUNICATION 2.0 MEANS: LEARN TO LISTEN AND TO TWEET THERE ARE NO RULES IN SOCIAL MEDIA, BUT AN ETIQUETTE ONE SHOULD RESPECT

OINNOVATE.BLOGSPOT.COM/2009/05/LISTENING-AND-FOLLOWING-BACK-ON-TWITTER.HTML @johnrobinson: I admit I'm suspicious of media folk who join Twitter, attract 100s of followers & follow HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291 only a handful. They're talking but not listening? @jiconoclast: @johnrobinson I think your instincts are sound. Many media folks see Twitter as just another one-way publication medium. @robyntomlin: @johnrobinson Agreed. There needs to be give and take or it's just broadcast. Best when it's a conversation. @johnrobinson: I mean, I love addressing an audience, too, but reading you guys is much, much more entertaining and informative. @BIF: @johnrobinson To me, the value of Twitter is listening in on what folks are talking about. Plus we've gotten some great stories via tweets.

THERE‘S A LOT OF TALK. EVEN ABOUT YOU LISTEN. LEARN. ANSWER. IMPROVE.

THERE‘S A LOT OF TALK. EVEN ABOUT YOU LISTEN. LEARN. ANSWER. IMPROVE. DID YOU KNOW THAT GIVING BLOOD MAKES HAPPY? (GREAT INSIGHT AND FOOD FOR A CO0L STORY (OR CAMPAIGN))

THE WORLD IS YOUR OYSTER. WWW.PRIMELINE.COM/IMAGES/WORLD_INSIDE.JPG SOCIAL MEDIA MEANS THAT YOUR AUDIENCE IS CHANGING – AND EXPANDING: SUDDENLY IT‘S THE WHOLE WORLD THAT CAN SEE WHAT YOU DO – AND THAT CAN SUPPORT YOU!

ORGANIZE YOUR BRAND MESSAGES. THERE‘S A PLATFORM FOR EVERY MESSAGE. IF NOT, CREATE YOUR OWN. AUDIENCE MATTERS. SOURCE: FREDCAVAZZA.NET

ORGANIZE YOUR BRAND MESSAGES. IF YOU CONTINUOUSLY TALK ABOUT VARIOUS TOPICS, CLUSTER THEM AND PUT THEM IN LISTS. THUS, FOLLOWERS GET THE CHANCE OF SELECTING JUST THE TWEETS AND FEEDS THEY ARE INTERESTED IN. RELEVANCE MATTERS.

ORGANIZE YOUR BRAND MESSAGES. NOT JUST THINK ABOUT WHAT YOU WANT TO SAY BUT ALSO WHEN AND WHERE. CONTEXT MATTERS.

WWW.FLICKR.COM/PHOTOS/AEA/3979840772 4. AS THINGS ARE NEW, THINK THINGS NEW: MEDIA 2.0 IS THE OPPOSITE OF MEDIA 1.0 – THUS, PLAYING WITH RULES 1.0 WON‘T WORK

THINK THINGS NEW. TRY OTHER WAYS! WHEN YOU NEED MONEY, DON‘T THINK ABOUT NEW WAYS OF FUNDRAISING, THINK ABOUT NEW WAYS OF MAKING MONEY (E.G. CHARGE PEOPLE FOR USING YOUR SERVICES).

DESIGN THINKING CAN WWW.FLICKR.COM/PHOTOS/AEA/3979840868 HELP YOU FIND NEW WAYS DESIGN THINKING IS A PROCESS FOR PRACTICAL, CREATIVE RESOLUTION OF PROBLEMS OR ISSUES THAT LOOKS FOR AN IMPROVED FUTURE RESULT. IT IS THE ESSENTIAL ABILITY TO COMBINE EMPATHY, CREATIVITY AND RATIONALITY TO MEET USER NEEDS AND DRIVE BUSINESS SUCCESS. UNLIKE ANALYTICAL THINKING, DESIGN THINKING IS A CREATIVE PROCESS BASED AROUND THE "BUILDING UP" OF IDEAS.

DESIGN THINKING A SIMP LE PROCESS RESEARCH, PROBLEM DETECTION AND UNDERSTANDING, DEDUCTION OF TRANSFORMATION FIELDS INSIGHT GENERATION EVALUATION SELECTION OF FAVORITES, IMPLEMENTATION OF LEARNINGS, ELIMINATION OF ISSUES IDEA GENERATION BASED ON SUITABLE CREATIVITY TECHNIQUES IDEATION PROTOTYPING + TESTING DEEPENING UNDERSTANDING VIA PROTOTYPE-BASED TESTING OF IDEAS

TIME FOR A GREAT AND SUCCESSFUL CASE, ISN‘T IT? SO, LET‘S HAVE A LOOK AT TCKTCKTCK.ORG – A GLOBAL ALLIANCE OF LEADING INTERNATIONAL ORGANIZATIONS ADDRESSING ENVIRONMENT, DEVELOPMENT, POVERTY, HUMAN RIGHTS, HEALTH AND HUMANITARIAN ISSUES – THAT MANAGED TO ACTIVATE MORE THAN 10 MILLION PEOPLE WITHIN A FEW WEEKS – MAINLY THROUGH THE INTELLIGENT USE OF SOCIAL MEDIA. THE TCKTCKTCK CAMPAIGN IS EMBRACING A NEW ORGANIZING MODEL, A DEEPLY OPEN CAMPAIGN, TO SUPPORT A BROAD AND DIVERSE MOVEMENT ALL WORKING FOR A STRONG CLIMATE TREATY IN COPENHAGEN.

AN OPEN CAMPAIGN – DESIGNED TO BE CONTAGIOUS

THE MAIN BRAND PLATFORM: THE PEOPLE OF THE WORLD AS HEROES...

THE MAIN BRAND PLATFORM: A CLEAR FOCUS ON ENABLING...

OFFERING SPACES AND TOOLS TO PARTICIPATE AND SHARE...

MAKING BRAND FANS BECOME BRAND EVANGELISTS...

INDEPENDENT TCKTCKTCK CAMPAIGNS FROM ALL OVER THE WORLD...

THE RESULT? COPENHAGEN WILL SHOW...

THANK YOU! Want to know more? Get in contact: torsten.hensel@nouve-interplay.com Copyright © nouvé All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables, plannings, fotos, moving pictures and sound materials as well as other stored media associated with this concept is restricted to the realisation in conjunction with nouvé. All realisation and utilsation is only allowed on the basis of a contract and its fulﬁlling with the originators / rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a violation of copyright with all its legal consequences.

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Branding 2.0 for NGOs

by Torsten Henning Hensel on Dec 06, 2009

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Branding 2.0 for NGOs Presentation Transcript