Promoting Your Non-Profit in Social Media: Organizational, Cause and Personal Branding

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Your Brand Online: Personal, Organizational & Cause. Originally presented at the Blaine House Conference on Volunteerism.

Your Brand Online: Personal, Organizational & Cause. Originally presented at the Blaine House Conference on Volunteerism.

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  • 1. COMPELLING BRAND IDENTITIES IN PRINT & WEB ID ENTITY P R INT P UBLISHING Your Brand Online: Personal, Organizational & Cause WEB Visible Logic, Inc. 142 High Street Suite 615 2010 Blaine House Conference on Volunteerism Portland, ME 04101 207.761.4230 visiblelogic.com
  • 2. Your Brand Online: Personal, Organizational & Cause Emily Brackett President Visible Logic, Inc. Graphic Design & Branding: Logos, Web Sites, Print Marketing, Book Covers & Interiors Brand Positioning & Strategy
  • 3. Introduction Your Brand Online: Personal, Organizational & Cause Social Media Overview Branding: On- and Off-line Identifying Yourself Tips for Using Social Media
  • 4. Your Brand Online: Personal, Organizational & Cause Social Media Overview
  • 5. Social Media Overview Your Brand Online: Personal, Organizational & Cause Major Social Networking Web Sites & Media The major web sites and media • Facebook, Twitter, LinkedIn, YouTube, FourSquare • Blogging Other media • MySpace, Gowalla, Plaxo, etc. • Email marketing • Forums • Face-to-face networking
  • 6. Social Media Overview Your Brand Online: Personal, Organizational & Cause Facebook What’s On Your Mind? Individuals • Set up personal profiles • You become friends with other people, and it’s reciprocal; the other person needs to OK you as a friend Non-Profits • Set up “company” pages (you can choose non-profit as your type) • You can “like” a company, and it’s more of a one-way street. Gets your updates into someone’s news feed Cause • Could set up an “organization” type of company page • You can “like” a company, and it’s more of a one-way street. Gets your updates into someone’s news feed
  • 7. Social Media Overview Your Brand Online: Personal, Organizational & Cause Twitter What’s happening? All accounts are individual • There is only one kind of account with one user name & password • Because they are individual accounts, there is some sense that tweets are coming from an individual, but this is changing • There are services which will allow more than one person to use an account (and append initials, for example, at the end) • You can follow as many others as you like, and it’s not automatically reciprocated
  • 8. Social Media Overview Your Brand Online: Personal, Organizational & Cause LinkedIn Network Updates All individual accounts, very resume-like way of presenting yourself • There are company listings in LinkedIn, (still labeled as beta) but you still only link with the employees (You can follow companies) • You are encouraged only to connect with people you know, then the connection is two-way • The Q&A section is a good way to break out of the resume structure, prove your expertise, connect with those outside your sphere • Groups are forum-like spaces, and are also a good way to connect with others
  • 9. Social Media Overview Your Brand Online: Personal, Organizational & Cause Blogs Company sponsored or individual Blogs can be completely personal, or can have a corporate mandate • Multiple authors can contribute to a company blog and therefore have their own voice and persona • Commenting on other blogs is an individual activity
  • 10. Social Media Overview Your Brand Online: Personal, Organizational & Cause Why Use Social Media? • It’s free • It’s where your volunteers are • It’s a way to stay connected and top-of-mind • It’s a great channel for sharing stories
  • 11. Your Brand Online: Personal, Organizational & Cause Branding: On- and Off-line
  • 12. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Your Brand is a Combination of: The Identity you build and The Perception / Messages that come from others An official “face” (Exec. Director, Founder, etc.) Volunteers Donors Recipients / Beneficiaries The Cause
  • 13. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Volunteers Recipients Beneficiaries The Cause An official Organization “face” (Exec. Director, Founder, etc.) Donors
  • 14. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Organization Identification Organization’s (Non-Profit) name / Logo or logotype Visual Position Colors, imagery, typography and graphics that are applied to Web sites, marketing materials, packaging, uniforms, corporate identity, also Twitter backgrounds, etc. Voice May be dictated by corporate standards, may be screened by marketing, lawyers, etc Reputation Built by employees, volunteers, donors, beneficiaries, etc. Social Media The organization should claim their own identities. An organization’s brand may or may not be well developed. There is sometimes concern about spending money on branding.
  • 15. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Founder / Director / Publicity Identification Your own name, but talking about an organization or cause Visual Position Everything under the organization, but also your personal look Voice May come across as from the organization or from the individual Reputation Personal reputation mixed with organization’s reputation Social Media A well-known face of the company should be identifiable in social media In a grassroots organization the founder’s brand may be critical to the organization’s brand.
  • 16. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Volunteers Identification Each individual is unique, but may be part of an external organization Visual Position Looking to the organization for guidance Voice Will be their own unless otherwise directed Reputation They should be role models / spokesperson Social Media Some of your volunteers are very active. Learn how can they “work” for your organization Volunteers are seeking your guidance on brand standards. Give them the correct brand identity materials and the voice (content, message) they need.
  • 17. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Donors Identification May be individual or corporate Visual Position May want to influence this, or may step out Voice May want to influence this, or may step out Reputation Involvement may be very personal or very affected Social Media Some of your donors are very active. Learn how can they “work” for your organization An important, large-scale donor may have goals for using donations as a way to build their own brand (naming rights, etc.)
  • 18. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Recipients / Beneficiaries Name Generally individual Visual Position Looking to you for support Voice Has their own story. Help them get it out. Reputation The recipients reputation reflects back on the organization’s Social Media Some of your recipients and beneficiaries are very active. Learn how can they “work” for your organization This group can really be brand evangelizers. Like volunteers they are looking to you for brand identity guidelines and maybe for content/voice.
  • 19. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause The Cause Identification May differ across organizations, groups, demographics, etc. A few have their own brand identity Visual Position Usually needs a brand identity (from a non-profit group) to hang on Voice Has their own story Reputation A string of personal stories Social Media A cause may have a social media presence. Learn how can it “work” for your organization The cause is often what gets someone involved with your organization. But your organization may not always be the beneficiary (some causes have the support of many organizations).
  • 20. Branding: On- and Off-line Your Brand Online: Personal, Organizational & Cause Does your cause have a brand identity? Causes may or may not have their own brand identity. Generally, if a “cause” has a well-defined brand identity it’s been the work of an organization who launched the brand. A good example of a cause’s brand identity is the pink representing Breast Cancer. This is such a universal phenomenon it can be found on everything from t-shirts to Kitchen Aid mixers. Most causes do not have such a strong brand identity. Causes that generate news also have a sort of brand perception (ie Hurricane Katrina, Earthquake in Haiti)
  • 21. Your Brand Online: Personal, Organizational & Cause Identifying Yourself
  • 22. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Online Specific Branding Elements Domain Name and Handles • Grab your name on all the major social media sites • Grab your name, even if you won’t use the site immediately • Consider creating multiple names if you use an acronym, or for key people
  • 23. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Online Specific Branding Elements Avatars, Favicons & Headshots, Key Visuals • Have reduced the idea of a “logo” to a small, square icon. • Use these consistently: Set up gravatars (globally recognized avatar), or recreate case-by-case on different platforms • Key personnel should use consistent and professional headshot photos • Customize any areas that you can with your brand identity (ex: Twitter background)
  • 24. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Online Specific Branding Elements Content Rules... so Voice is More Important than Ever • What topics will you discuss • Is the message coming from an individual or from the organization? • How can you make stories from multiple sources sound consistent? • How can you encourage people to tell their story?
  • 25. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Are you large and established or small and grassroots? Can you afford to look “well branded?” Connect on the personal level. Be authentic.
  • 26. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Promoting as a large, established organization Positives Negatives Larger geographic reach Overhead, bureaucracy Stronger infrastructure Slow to react Can work on a bigger picture Answering to multiple donors, board, grants, etc. Can survive turnover Lobbying, etc. Larger net of connections
  • 27. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Promoting as a smaller, grassroots organization Positives Negatives Local, personal Lack of resources Fast start-up Can they survive long term? Direct benefit, immediate needs Dependent on a small handful of dedicated people Hands on What happens when key person leaves? More deeply motivated connections (?)
  • 28. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Promoting on a Personal Level: Founders, Volunteers, Beneficiaries Positives Negatives Individuality, personal stories Can be overwhelmed keeping up with social media Personal, human touch Lack of consistency Unique, one-of-a-kind If the one person is the “face”, what if they leave?
  • 29. Identifying Yourself Your Brand Online: Personal, Organizational & Cause Promoting a Cause Positives Negatives Calls on people’s emotions The benefactor may not be your organization Can connect on both personal and organizational level
  • 30. Your Brand Online: Personal, Organizational & Cause Tips for Using Social Media
  • 31. Tips For Using Social Media Your Brand Online: Personal, Organizational & Cause How to cultivate your Organization’s brand using social web Maintain a consistent brand presence: • Register your business name on all major sites • Use your business name (with or without your own name in addition) • Use a logo, rather than a photo for an avatar Don’t go too far and be too impersonal or stiff
  • 32. Tips For Using Social Media Your Brand Online: Personal, Organizational & Cause How to connect personal stories to your organization’s brand on the social web Encourage individuals to connect to your brand • Have Facebook status updates built into event registration • Have your social media icons visible in all materials • Give people a reason to connect (matching donation, etc.)
  • 33. Tips For Using Social Media Your Brand Online: Personal, Organizational & Cause How to integrate your cause’s brand with your organization’s brand identity • Connect with other non-profits to cross-promote (ie retweets, posting to each other’s wall, etc.) • You can have multiple accounts. (ie non-profit page and cause “organization” page on Facebook).
  • 34. Tips For Using Social Media Your Brand Online: Personal, Organizational & Cause Compounding Effect Social Media should be used to increase the effectiveness of all channels: • Offline: connect in-person events before, during and after • Online: Cross promote between your different channels • Partners: Cross promote with other organizations that have ties to the same or similar causes
  • 35. Tips For Using Social Media Your Brand Online: Personal, Organizational & Cause Questions to Ask Yourself • How can personal stories build your organization’s story? • How does social media fit into my volunteering, fund raising or marketing plan? • What am I doing outside of social media that needs to complement my online brand? • How are my potential volunteers and donors using the social web? • What kind of social media policy will we need?
  • 36. Your Brand Online: Personal, Organizational & Cause Emily Brackett Visible Logic, Inc. visiblelogic.com visiblelogic.com/blog twitter: @VisibleLogic facebook: facebook.com/VisibleLogic LinkedIn personal: linkedin.com/in/emilybrackett LinkedIn company: linkedin.com/company/204702