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Nonprofit Branding in Social Media


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This presentation outlines the rationale for and the steps involved for branding a nonprofit organization in social media, such as Twitter and Facebook.

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Nonprofit Branding in Social Media

  1. 1. Nonprofit Branding in Social Media Presented by Bonnie McEwan, president MAKE WAVES
  2. 2. Digital Tech = Seismic Shifts Super-empowered individuals Death of advertiser-supported content Decline of traditional media Rise of social media • First ever many-to-many publishing model • Facebook, Twitter, YouTube, LinkedIn, Flickr • Lack of successful online business models 2
  3. 3. Consequences for NPOs Fewer mass media outlets for PR Need relationships w people, not just pros Constituent expectations: • Transparency • Participation (power shifts) • Engagement (two way) 3
  4. 4. Consequences: Fewer Mass Media Smaller, more concentrated audiences Less value to traditional advertisers Narrower reach More labor needed to reach targets Little external content mediation 4
  5. 5. Consequences: Relationships Many-to-many communication Metamorphosis of organization websites Content sharing, not just creation Authenticity is a premium Self-filtering of content 5
  6. 6. Consequences: Transparency To be authentic To build trust To capture attention To gain credibility To gain influence 6
  7. 7. Consequences: Powershifts/Participation Between constituents and organizations Between staff and management Among donors, volunteers, boards, staff Between organizations and regulators, competitors & the public 7
  8. 8. Paralysis by the Numbers 40% of companies block employees from social media Less than 30% have social media policy Less than 10% offer staff training Only 13% incl. social media in crisis planning Yet 81% say social media has value 8
  9. 9. Opportunities Highly specific target audiences Fewer gatekeepers, more access Cost effective communication Fast & easy content changes Freedom from geography Metrics to assess impact Real-time brand management 9
  10. 10. Challenges Be constituent focused Be visible and interesting Be quick and responsive Be decentralized and efficient Be authentic and trustworthy • inside and out 10
  11. 11. Metrics Google Analytics & Alerts RSS feeds Email opens and click-thrus Google Ads/Facebook Ads Sidebar Timely Scheduler Hub Spot, Klout 11
  12. 12. Brand Management: Listen Google and Yahoo Alerts RSS feed reader Selected blogs Email and survey software Facebook ‘likes’ Twitter hash tags LinkedIn discussion groups 12
  13. 13. Actions Fail Informatively (Clay Shirky) Build online voice: Facebook, YouTube, Twitter, Flickr, Idealist, LinkedIn Groups Create great landing pages Create and encourage quality content: blogs, contests, surveys, email campaigns, videos, reviews, recommendations Build & nurture your email lists
  14. 14. Consider Partnerships Exchanges with other organizations Dual memberships Event tie-ins Webinar series Fan guest writers
  15. 15. Presented by Bonnie McEwan MAKE WAVES Impact Marketing for Nonprofits