Social Media: Growing Brand Awareness
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Using social media to grow brand awareness around your charity requires a solid strategy and a detailed implementation. These slides will help your achieve both.
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Social Media: Growing Brand Awareness
- 1. Social Media Growing Brand Awareness @liamdempsey
- 2. ABOUT YOU • Director of non-profit or charity • Work for a charity • Eager to deepen your understanding of online marketing • Want to increase effectiveness of online marketing efforts – primarily through your website
- 3. ABOUT LIAM • Director + Owner, LBDesign • Online marketing + design since 2000 • Work with non-profits in the US, UK + Africa • On Twitter since 2008
- 4. • The purpose of social media • How to use social media • Some key social media sites • How not to use social media WHAT WE’LL COVER
- 5. WHAT WE WON’T COVER • The specifics of a social media strategy for any single organization • What social media tools are best for your charity • How to configure social media tools
- 6. The purpose of social media is …
- 8. • We’re hoping to establish CONNECTIVITY • We’re looking for ENGAGEMENT • We’re developing a SHARED VISION with COMMON GOALS COMMUNITY BUILDING
- 9. Attentive Community Captive Audience Engaged Supporters = =
- 10. An engaged supporter must be the end goal … … even if it is not the immediate focus
- 11. Very rarely should a ‘sell’ be our immediate social media focus
- 12. • A key element of good social media engagement is treating people as people, not like targets • We want to emulate our offline interactions with our community, donors, volunteers and the wider audience TREAT PEOPLE AS PEOPLE
- 13. An established, diverse online community is key to growing brand awareness
- 14. How do we build a community on the internet? By creating and sharing “value adds” with our target audiences
- 15. Value add = Content that our audience will find useful, interesting or helpful.
- 16. • An exciting case study • Insight into your non-profit – revealing its personality • Examples of challenges overcome • Photos of your projects or events • Connection to partner organizations • Links to valuable offerings online VALUE ADDS EXAMPLES I
- 17. • Promotion of other local charities • Customer ‘how to’ insights – enabling customers to get greater value from our products/services • ‘Day in the life’ – what our staff do on a daily basis • Professional commentary on recent sector news VALUE ADDS EXAMPLES II
- 18. How do we distribute our value adds with social media?
- 20. What social media sites to use?
- 21. MAIN SOCIAL MEDIA SITES
- 22. Once we’ve begun to build our online community … Then what?
- 23. • Make it personal: Send personalized or relevant content to online contacts • Pictures, pictures, pictures: Images are powerful; use them frequently to increase engagement • Personalize: Encourage key staff to develop their own social media presence • Stay current: Social media is ever- changing; stay atop trends to keep engaging your audience
- 24. Or … things we shouldn’t do on social media Social media errors ahead
- 26. THINK BEFORE YOU CLICK
- 27. THE SECRET’S OUT
- 28. Don’t mix work and playDON’T MIX WORK + PLAY
- 30. TWEET BY THE RULES
- 31. • Realize that the professional/ personal lines are very blurry in social media • Remember that everything travels very quickly on the net • Think, think, think before publishing • Keep to the marketing strategy • Keep management involved AVOID SOC-MED GAFFS
- 32. • Use social media to build community – that community will grow brand awareness • To build community, create and share relevant, engaging content • Treat people as people – always • Think before publishing KEY TAKE-AWAYS