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Message, brand and social media: the winning combination for your new organization
Establishing a strong brand and clear messages is essential before deploying social media strategically to support organizational goals. The presentation outlined how to translate a brand into a digital presence across various social media platforms like Facebook, Twitter and email to get people engaged and mobilized. It emphasized maintaining consistent branding across all channels while using each one to tailor messaging and build targeted relationships.
Message, brand and social media: the winning combination for your new organization
- 1. Using Social Mediato Launch Your Campaign or Organization Brand and Message October 5, 2010
- 3. What We’re Goingto Do Tonight • Establishing your brand • Translating brand into your digital presence
- 4. What You’re UpAgainst
- 5. Why START ourpresentation with branding? • Social media isn’t a SOLUTION, it’s a tool that can be deployed strategically in support of a larger organizational or campaign goal. • A brilliant social media strategy cannot compensate for a campaign or organization that lacks a strong, memorable brand.
- 6. What’s a brand? **Whatpromise does your brand make?**
- 7. Example: Ben &Jerry’s v. Godiva
- 8. Must-Haves of aBrand Promise It must respond to a need or problem FedEx will get my package there overnight. It must differentiate you from the competition It must be simple to understand It must be compact Volvo will keep my family safe. It must be easy for customers to translate into their own words It must be about one thing It must be emotionally powerful Obama will change the direction of our country.
- 9. What are Messages? It’s the economy, stupid.
- 11. Content and Distribution Channels PR TV/Ads Pla$orm: content Influencers Partner Email Search Mobile Facebook YouTube Events Twi7er (blogs) organizaIons Online ads Your brand is everywhere, and it’s consistent!
- 12. Baseline: Website • Yourwebsite houses your content • Content’s purpose: – Who we are (delivering on the promise) – How you can join us – What we’re doing and why it’s so crucial – Who pays the bills • Most people won’t come back to your site voluntarily…you need to go out and get them
- 13. Use Your Channelsfor Message – Getting to know you • Search engine visibility • Presence on major platforms and networks • Building the relationship – News/Rapid response • Twitter (esp. for media and influentials) • Email list • Know what your opposition is doing online • Mobilization – Niche marketing, not mass – Use channels to tailor your message and make it relevant – Build relationships
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- 17. Message: Bulk Email Collectemail at every chance you get – Site – Events – All posters, collateral • Google Groups – Segment, internal • StreamSend, MyEmma, Constant Contact – Stats, spam filters, segmenting
- 21. Running on PEOPLE • It’s all about retail politics! – Thank you’s, follow ups and celebrations! – Give people a chance to grow • LIST MAINTENANCE – Your list is your source of power! • Social Events outside of just electoral work – People come for the cause and stay for coffee • Social Networks are key – They save money and time – Positive use of social pressure – the bandwagon effect. Source: Tanya Tarr, h7p://www.slideshare.net/tanyatarr/ being-‐the-‐change-‐in-‐acIon
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- 24. Mobilizing • Google Calendar • MeetUp • Facebook • Upcoming.com • Office Hours • Emails!
- 25. Good Sites • epolitics.com • NTEN.org • neworganizing.com • http://personaldemocracy.com/ • What You Need to Know About Facebook Marketing: http://bit.ly/ce4qLL • PDF “Who to Hire”
- 26. Finally… • Don’t underestimateinterns and young staffers • But don’t shortchange your web program. It IS worth your personal and loving attention!