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.
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
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
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
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
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