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AFP Summer Institute- Social Network


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In this communications-focused presentation Christine Beddia, Director of Marketing & Communications for Coastal Community Foundation, covers the importance of developing a sound marketing strategy for your nonprofit organization before launching a social media presence.

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AFP Summer Institute- Social Network

  1. 1. Building your Social Network <ul><li>Christine Beddia </li></ul><ul><li>Director of Marketing & Communications </li></ul>
  2. 2. Just tell me what to do. You already know!!
  3. 3. Making Social Network Connections <ul><li>Same Ingredients: </li></ul><ul><li>2-way Communication </li></ul><ul><li>Listen </li></ul><ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul>Relationship Building = Trust. Loyalty. Credibility.
  4. 4. Start here <ul><li>Brand/ Identity </li></ul><ul><ul><li>Personality </li></ul></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Reasons to believe </li></ul></ul>
  5. 5. BRANDING <ul><li>Communication </li></ul><ul><li>Collateral </li></ul><ul><li>Stories </li></ul><ul><li>Staff </li></ul><ul><li>Logo </li></ul>Not just marketing and advertising, it’s E-V-E-R-Y-T-H-I-N-G!
  6. 6. Who are you? m i s s i o n c r e e p
  7. 7. Brand Framework Personality Target Market Brand Flag Vision Point of Difference Positioning How the Brand is Positioned in the “Customer’s” Mind Reason to Believe
  8. 8. Personality
  9. 9. <ul><li>Informed </li></ul><ul><li> Engaged </li></ul><ul><li>Responsive </li></ul><ul><li> Respectful </li></ul>
  10. 10. Informed Engaged Respectful Responsive
  11. 11. fun proud engaging
  12. 12. witty personable chatty quirky
  13. 13. Point of Difference
  14. 14. Point of Difference <ul><li>Stand out among 1.5 million nonprofit organizations in U.S. </li></ul><ul><li>Inspiring mission </li></ul><ul><li>Clear goals </li></ul><ul><li>Your People </li></ul><ul><li>Say “thank you” </li></ul>
  15. 15. Global reach. Clean water.
  16. 16. Art in downtown Charleston <ul><li>Innovation </li></ul><ul><li>Contemporary </li></ul>
  17. 17. Reasons to Believe
  18. 21. You had me at “hello” How (and how often) you communicate builds Trust. Credibility. Loyalty.
  19. 22. Tools to build your social network
  20. 23. Choose tools wisely
  21. 24. storytelling <ul><li>Personal examples give your brand life </li></ul><ul><li>Excite your donor base </li></ul><ul><li>Instill confidence in others that your organization is what it claims to be </li></ul><ul><li>Helps to build and nurture relationships </li></ul><ul><li>Organize your story </li></ul><ul><ul><li>(introduction, body, conclusion) </li></ul></ul><ul><li>Keep it short, concise </li></ul>
  22. 25. Themes: Donors Giving Funds
  23. 26. Stories are the reasons to believe, share them.
  24. 27. Strengthen your network <ul><li>Connect with “like” organizations </li></ul><ul><ul><li>Their donors will probably like you, if they don’t already </li></ul></ul><ul><li>Share or retweet what others say if it is consistent with your brand identity </li></ul><ul><li>Invite and allow others to engage </li></ul><ul><li>Identify and work with ambassadors </li></ul><ul><li>Listen </li></ul>
  25. 28. Chase Giving Challenge
  26. 29. Integrating Social Media into Marketing /Fundraising Strategy <ul><li>Same Objectives: </li></ul><ul><li>Raise brand awareness </li></ul><ul><li>Cultivate and nurture relationships </li></ul><ul><li>Build trust and credibility </li></ul><ul><li>Engage donors </li></ul><ul><li>Same Strategies: </li></ul><ul><li>Apply relevant tools to traditional communications </li></ul><ul><li>Plug into multiple channels depending on the message </li></ul><ul><li>Invite dialogue, ask for input, then listen </li></ul><ul><li>Be consistent and manage frequency </li></ul><ul><li>Provide clear and easy calls to action </li></ul><ul><li>New communication tools. </li></ul>
  27. 30. Social Media Survey N.C./ S.C. Nonprofits <ul><li>82.5% are using social media </li></ul><ul><li>90% of those are using it to advance mission </li></ul><ul><ul><li>Of 17% that aren’t, 60% plan to use it in future </li></ul></ul><ul><li>70% comfortable using </li></ul><ul><li>24% comfortable using </li></ul><ul><li> </li></ul>
  28. 32. Top 10 mistakes nonprofits make using social media Fundraising Success , June 2011 <ul><li>Using horizontal logo as avatar </li></ul><ul><li>>1 post daily </li></ul><ul><li>1:1 Twitter ratio </li></ul><ul><li>Only using marketing or fundraising content </li></ul><ul><li>Not using YouTube </li></ul>6. Not using Flickr for storytelling 7. Not using icons on website 8. Not using LinkedIn for companies 9. Not claiming “places” pages 10. Not blogging
  29. 33. Be Prepared <ul><li>Squatters </li></ul><ul><li>Misinformation </li></ul><ul><li>Fundraising using your name/logo </li></ul><ul><li>Avoid social media identify theft: </li></ul><ul><li>Secure organization name </li></ul><ul><ul><li> </li></ul></ul><ul><li>Develop safeguards and policies </li></ul>
  30. 34. The Basics <ul><li>Identify who you are and stick to it </li></ul><ul><li>Consistency counts! </li></ul><ul><li>Stand out from the crowd </li></ul><ul><li>Be authentic </li></ul><ul><li>Invite dialogue, no monologues </li></ul><ul><li>Provide reasons to believe, the evidence </li></ul><ul><li>Communicate regularly, but not too frequently </li></ul><ul><li>Connect to strengthen your network </li></ul>
  31. 35. Resources <ul><li> or @philanthropy </li></ul><ul><li> </li></ul><ul><li>The Networked Nonprofit, Beth Kanter and Allison H. Fines </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>NTEN: The Nonprofit Technology Network </li></ul><ul><li> </li></ul><ul><li>SC Palmetto Technology Hub- </li></ul>
  32. 36. Questions, comments, stories? Thank YOU!
  33. 37. <ul><li>Email: [email_address] </li></ul><ul><li>Blog: </li></ul><ul><li>Twitter: @ChristineBeddia </li></ul><ul><li>Twitter: @CoastalCommFdn </li></ul><ul><li>Blog: </li></ul><ul><li>LinkedIn: Christine Beddia, MPA </li></ul><ul><li>Skype: christine.beddia </li></ul>Connect…