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This document discusses how to prepare social media ambassadors to promote an organization's campaigns and fundraising efforts. It defines social media ambassadors as stakeholders passionate about an organization who share information about it on their social networks. The document recommends starting with internal staff and board members as ambassadors given their existing trust and knowledge of the organization. It also provides tips for recruiting external ambassadors and equipping both internal and external ambassadors with guidelines, branded content, and training to effectively promote campaigns across social media platforms. Coordinating ambassadors and encouraging storytelling are emphasized as important strategies for amplifying an organization's social media impact.
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- 1. Preparing Your SocialMedia Ambassadors for Success! Beth Kanter Master Trainer, Speaker, and Author
- 2. Beth Kanter: MasterTrainer, Author, Speaker and Blogger @kanter
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- 4. Definition: Social MediaAmbassador • 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 & AmplifyingSocial 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 YourInsiders!! 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
- 7. Here’s Why: Trustof Nonprofit Brands Is Eroding
- 8. They Are AlreadyUsing Social Media Anyway, Why Not Leverage?
- 9. Organizations of allsizes can benefit from using insiders as social media ambassadors too boost their fundraising and marketing campaigns …. Let’s look at some examples ….
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- 12. The Process 1: BuyIn 2: Guidelines 3: Support 4: Activate Insiders
- 13. 12 Word SocialMedia 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
- 15. Purpose Audience Persona Tone Profile ActivateAmbassador Strategy Aligns with Brand
- 16. Brand Twitter Account:Save the Children Audience: Supporters, Donors, Advocates
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- 18. “Be yourself becauseeveryone else is already taken.” - Oscar Wilde
- 19. Take A QuietMinute 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?
- 20. Your Social ProfileIs Like An Elevator Pitch!
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- 24. Three Engagement Styles 1:STORYTELLER 2: CURATOR 3: CONVERSATIONALIST
- 25. Storyteller: Work LifeMoment
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- 27. Content Curator Show peoplewhy you are motivated by your cause and to help them connect with it
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- 30. Techniques to HaveConversations Twitter • Personal Engagement: One-on-one responses to followers • Event Engagement: Online Event at a particular time and place
- 31. Your nonprofit alsohas 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
- 32. Social Media Ambassadorsfrom the Outside Research Recruit Support Activate Outsiders
- 33. Social Media Ambassadors:Prospect Research
- 34. Social Media Ambassadors:Vet Relevant Relationship Connected Credible
- 35. Social Media Ambassadors:Communication and Coordination • To make it easy to keep them in the loop • Campaign updates and actions
- 36. Provide A CommunicationsToolkit 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.
- 40. GivingTuesday Toolkit Customizedby Nonprofit
- 41. GivingTuesday Toolkit Customizedby Nonprofit
- 42. Customized for YourNonprofit
- 43. Customized for YourNonprofit
- 45. Branded Visual ContentOptimize for Social Channels Pro Tip: Use Canva for Nonprofits
- 46. Optimized for CampaignPhases
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- 50. Encourage Storytelling Practice Goodstories are authentic, emotional, and use dramatic structures. The person telling the story share some vulnerabilities and that sparks a connection to the audience.
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- 53. Giving Day Example:Encouraging Storytelling – Red Cross
- 54. Encourage Storytelling: Examplesand P http://www.bethkanter.org/storytelling/
- 55. Encourage Storytelling: AmbassadorsMatching Grant
- 56. Encourage Storytelling: FundraiserEvent – Hold A Sign
- 57. Encourages Personal Narrative– Shared and Reshared
- 58. Encourage Storytelling: PostOn Social Channels
- 59. Social Media Ambassadors:Activate
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- 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!!
- 68. Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter onTwitter Resources: bethkanter.wikispaces.com/donorpath