4. Definition: Social Media Ambassador
• Any stakeholder who is
passionate about your
organization
• Shares information about
your organization on social
channels
• Asks their online social
networks to support to the
organization.
5. Coordinating & Amplifying Social Media Ambassadors = Impact
“When you hear an idea from two
people, it counts for twice as much
as if you randomly hear it once.
And if you hear an idea from ten
people, the impact is completely
off the charts compared to just one
person whispering in your ear.
Coordinating and amplifying the
evangelists of your idea is a big
part of the secret of marketing
with impact.”
Seth Godin
6. Start With Your Insiders!!
Staff
Board
• Believe in your organization
• Have the desire to work to
make things better
• Understand your nonprofit
mission and the bigger
picture
• Already have great stories
about your organization
• Have networks who may
already be interested in your
organization
• Know your organization and
industry really well
• May already be using social
media channels
9. Organizations of all sizes can benefit from
using insiders as social media
ambassadors too boost their fundraising
and marketing campaigns ….
Let’s look at some examples ….
13. 12 Word Social Media Personal Use
Don’t Lie, Don’t Pry
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
Dos and Don’ts
14. Social Media Ambassadors: Support, Activate
• Survey of social media use
• Review guidelines
• Training sessions
• Stories
• Brand collateral
• Brand social media
• How to support with
personal social media
accounts
• Fun Contest
• Activate and Support for
specific campaigns
19. Take A Quiet Minute To Uncover Your Authentic Brand
• What’s your super
power?
• What do people
frequently praise
you for?
• What makes the
way you achieve
results unique?
• What energizes
you?
30. Techniques to Have Conversations Twitter
• Personal Engagement: One-on-one
responses to followers
• Event Engagement: Online Event at
a particular time and place
31. Your nonprofit also has plenty of “outsiders” who love
your organization
Why not put them to work as social media ambassadors
and boost your fundraising campaigns or programs?
Image: NY Times
35. Social Media Ambassadors: Communication and Coordination
• To make it easy to keep
them in the loop
• Campaign updates and
actions
36. Provide A Communications Toolkit with Basics
• Overview of organization
and campaign
• Talking points
• Brand and Staff social
media accounts
• Hashtags
• Sample FB Updates
• Sample Tweets
• Sample LinkedIn Updates
• Visual Content for
different channels,
different campaign
messages
• List of collateral materials
online – logos, important
links, etc.
50. Encourage Storytelling Practice
Good stories are authentic, emotional, and
use dramatic structures. The person telling
the story share some vulnerabilities and that
sparks a connection to the audience.
67. Summary
1.Establish objectives – financial and non-
financial
2.Start internally with staff and board
3.Build a base of external ambassadors
4.Arm them with a toolkit to spread the
word on social channels with great content
5.Encourage and support storytelling
6.Activate, Support, Coordinate
7.Have fun!!
