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Social Media : Promoting and Protecting Your Non-Profit Brand

Emily Brackett from Visible Logic spoke with Social Media Breakfast Maine on how to promote your nonprofit and how to protect your brand.

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Social Media : Promoting and Protecting Your Non-Profit Brand

  1. 1. Visible Logic, Inc. 142 High Street Suite 615 Portland, ME 04101 207.761.4230 visiblelogic.com IDENTITY PRINT PUBLISHING WEB Social Media : Promoting and Protecting Your Non-Profit Brand Social Media Breakfast, October 2010 COMPELLING BRAND IDENTITIES IN PRINT & WEB
  2. 2. Your Brand Online: Personal, Organizational & Cause Emily Brackett President Visible Logic, Inc. Graphic Design & Branding: Logos, Web Sites, Print Marketing, Book Covers & Interiors Brand Positioning & Strategy
  3. 3. Your Brand Online: Personal, Organizational & CauseIntroduction Social Media Overview Branding: On- and Off-line Identifying Yourself Tips for Using Social Media
  4. 4. Your Brand Online: Personal, Organizational & Cause Social Media Overview
  5. 5. Your Brand Online: Personal, Organizational & CauseSocial Media Overview Major Social Networking Web Sites & Media The major web sites and media • Facebook, Twitter, LinkedIn, YouTube, FourSquare • Blogging Other media • MySpace, Gowalla, Plaxo, etc. • Email marketing • Forums • Face-to-face networking
  6. 6. Your Brand Online: Personal, Organizational & CauseSocial Media Overview Facebook What’s On Your Mind? Individuals • Set up personal profiles • You become friends with other people, and it’s reciprocal; the other person needs to OK you as a friend Non-Profits • Set up “company” pages (you can choose non-profit as your type) • You can “like” a company, and it’s more of a one-way street. Gets your updates into someone’s news feed Cause • Could set up an “organization” type of company page • You can “like” a company, and it’s more of a one-way street. Gets your updates into someone’s news feed
  7. 7. Your Brand Online: Personal, Organizational & CauseSocial Media Overview LinkedIn Network Updates All individual accounts, very resume-like way of presenting yourself • There are company listings in LinkedIn, (still labeled as beta) but you still only link with the employees (You can follow companies) • You are encouraged only to connect with people you know, then the connection is two-way • The Q&A section is a good way to break out of the resume structure, prove your expertise, connect with those outside your sphere • Groups are forum-like spaces, and are also a good way to connect with others
  8. 8. Your Brand Online: Personal, Organizational & CauseSocial Media Overview Twitter What’s happening? All accounts are individual • There is only one kind of account with one user name & password • Because they are individual accounts, there is some sense that tweets are coming from an individual, but this is changing • There are services which will allow more than one person to use an account (and append initials, for example, at the end) • You can follow as many others as you like, and it’s not automatically reciprocated
  9. 9. Your Brand Online: Personal, Organizational & CauseSocial Media Overview Blogs Company sponsored or individual Blogs can be completely personal, or can have a corporate mandate • Multiple authors can contribute to a company blog and therefore have their own voice and persona • Commenting on other blogs is an individual activity
  10. 10. Your Brand Online: Personal, Organizational & CauseSocial Media Overview Why Use Social Media? • It’s free • It’s where your volunteers, donors and sponsors are • It’s a way to stay connected and top-of-mind • It’s a great channel for sharing stories • Connect with the cause that’s behind your non-profit
  11. 11. Your Brand Online: Personal, Organizational & Cause Branding: On- and Off-line
  12. 12. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line Your Brand is a Combination of: The Identity you build and The Perception / Messages that come from others The Cause An official “face” (Exec. Director, Founder, etc.) Volunteers Donors Recipients / Beneficiaries
  13. 13. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line The Cause
  14. 14. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line OrganizationThe Cause
  15. 15. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line OrganizationThe Cause An official “face” (Exec. Director, Founder, etc.)
  16. 16. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line OrganizationThe Cause An official “face” (Exec. Director, Founder, etc.) Volunteers
  17. 17. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line OrganizationThe Cause An official “face” (Exec. Director, Founder, etc.) Volunteers Donors
  18. 18. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line OrganizationThe Cause Donors Recipients Beneficiaries An official “face” (Exec. Director, Founder, etc.) Volunteers
  19. 19. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line The Cause
  20. 20. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line The Cause Organization
  21. 21. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line The Cause Organization An official “face” (Exec. Director, Founder, etc.)
  22. 22. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line The Cause Organization An official “face” (Exec. Director, Founder, etc.) Volunteers
  23. 23. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line Donors The Cause Organization An official “face” (Exec. Director, Founder, etc.) Volunteers
  24. 24. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line Donors The Cause Organization An official “face” (Exec. Director, Founder, etc.) Volunteers Recipients Beneficiaries
  25. 25. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line The Cause An official “face” (Exec. Director, Founder, etc.) Volunteers Recipients Beneficiaries Donors Organization
  26. 26. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line Does your cause have a brand identity? Causes may or may not have their own brand identity. Generally, if a “cause” has a well-defined brand identity it’s been the work of an organization who launched the brand. A good example of a cause’s brand identity is the pink representing Breast Cancer. This is such a universal phenomenon it can be found on everything from t-shirts to Kitchen Aid mixers. Most causes do not have such a strong brand identity. Causes that generate news also have a sort of brand perception (ie Hurricane Katrina, Earthquake in Haiti)
  27. 27. Your Brand Online: Personal, Organizational & Cause Identifying Yourself
  28. 28. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself Online Specific Branding Elements Domain Name and Handles • Grab your name on all the major social media sites • Grab your name, even if you won’t use the site immediately • Consider creating multiple names if you use an acronym, or for key people
  29. 29. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself Online Specific Branding Elements Avatars, Favicons & Headshots, Key Visuals • Have reduced the idea of a “logo” to a small, square icon. • Use these consistently: Set up gravatars (globally recognized avatar), or recreate case-by-case on different platforms • Key personnel should use consistent and professional headshot photos • Customize any areas that you can with your brand identity (ex: Twitter background)
  30. 30. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself Online Specific Branding Elements Content Rules... so Voice is More Important than Ever • What topics will you discuss • Is the message coming from an individual or from the organization? • How can you make stories from multiple sources sound consistent? • How can you encourage people to tell their story?
  31. 31. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself How are you presenting yourself? • Are you large and established or small and grassroots? • Can you afford to look “well branded?” • Connect on the personal level. • Be authentic.
  32. 32. Your Brand Online: Personal, Organizational & Cause Tips for Using Social Media
  33. 33. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media How to cultivate your Organization’s brand using social web Maintain a consistent brand presence: • Register your business name on all major sites • Use your business name (with or without your own name in addition) • Use a logo, rather than a photo for an avatar Don’t go too far and be too impersonal or stiff
  34. 34. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media How to connect personal stories to your organization’s brand on the social web Encourage individuals to connect to your brand • Have Facebook status updates built into event registration • Have your social media icons visible in all materials • Give people a reason to connect (matching donation, etc.)
  35. 35. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media How to integrate your cause’s brand with your organization’s brand identity • Connect with other non-profits to cross-promote (ie retweets, posting to each other’s wall, etc.) • You can have multiple accounts. (ie non-profit page and cause “organization” page on Facebook).
  36. 36. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media Compounding Effect Social Media should be used to increase the effectiveness of all channels: • Offline: connect in-person events before, during and after • Online: Cross promote between your different channels • Partners: Cross promote with other organizations that have ties to the same or similar causes
  37. 37. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media Questions to Ask Yourself • How can personal stories build your organization’s story? • How does social media fit into my volunteering, fund raising or marketing plan? • What am I doing outside of social media that needs to complement my online brand? • How are my potential volunteers and donors using the social web? • What kind of social media policy will we need?
  38. 38. Your Brand Online: Personal, Organizational & Cause Emily Brackett Visible Logic, Inc. visiblelogic.com visiblelogic.com/blog twitter: @VisibleLogic facebook: Emily Brackett facebook: facebook.com/VisibleLogic LinkedIn personal: linkedin.com/in/emilybrackett LinkedIn company: linkedin.com/company/204702

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