afp summer institute- social network

Building your Social Network

Christine BeddiaDirector of Marketing & Communications

Just tell me what to do.

You already know!!

Making Social NetworkConnections

Same Ingredients:

• 2-way Communication• Listen• Authenticity• Transparency

Relationship Building=

Trust. Loyalty. Credibility.

Start here

Brand/ IdentityPersonality

DifferentiationReasons to believe

BRANDING

Communication

Collateral

Stories

Staff

Logo

Not just marketing and advertising, it’s

E-V-E-R-Y-T-H-I-N-G!

Who are you?

m i s s i o n c r e e p

Personality

Target Market

BrandFlag

VisionPoint of

Difference

PositioningHow the Brand is Positioned

in the “Customer’s” Mind

Reason to

Believe

Brand Framework

Personality

Informed

Engaged

Responsive

Respectful

Informed

Engaged

Respectful

Responsive

funfun

proudproud

engagingengaging

wittywitty

personablepersonable

chattychatty

quirkyquirky

Point of Difference

Point of Difference

• Stand out among 1.5 million nonprofit organizations in U.S.

• Inspiring mission

• Clear goals

• Your People

• Say “thank you”

Global reach. Clean water.

Art in downtown Charleston

•Innovation•Contemporary

Reasons to Believe

You had me at “hello”

How (and how often)you communicate builds

Trust. Credibility. Loyalty.

Tools to build your social network

Choose tools wisely

0

100

200

300

400

Twitt

er

Face

book

Blog

E-ne

ws

Dire

ct m

ail

Letter

Channel

Words

storytelling

• Personal examples give your brand life

• Excite your donor base

• Instill confidence in others that your organization is what it claims to be

• Helps to build and nurture relationships

• Organize your story– (introduction, body, conclusion)

• Keep it short, concise

Themes:

Donors

Giving

Funds

Stories are the reasons to believe, share them.

Strengthen your network

• Connect with “like” organizations– Their donors will probably like you, if they

don’t already

• Share or retweet what others say if it is consistent with your brand identity

• Invite and allow others to engage

• Identify and work with ambassadors

• Listen

Chase Giving Challenge

Integrating Social Media into Marketing /Fundraising Strategy

Same Objectives:• Raise brand awareness• Cultivate and nurture relationships• Build trust and credibility• Engage donors

Same Strategies:• Apply relevant tools to traditional communications• Plug into multiple channels depending on the message• Invite dialogue, ask for input, then listen• Be consistent and manage frequency• Provide clear and easy calls to action

New communication tools.

Social Media SurveyN.C./ S.C. Nonprofits

• 82.5% are using social media• 90% of those are using it to advance mission

– Of 17% that aren’t, 60% plan to use it in future

• 70% comfortable using

• 24% comfortable using

http://www.dukeendowment.org/social-media-survey-results

Top 10 mistakes nonprofits make

using social media

1. Using horizontal logo as avatar

2. >1 post daily

3. 1:1 Twitter ratio

4. Only using marketing or fundraising content

5. Not using YouTube

6. Not using Flickr for storytelling

7. Not using icons on website

8. Not using LinkedIn for companies

9. Not claiming “places” pages

10. Not blogging

Fundraising Success, June 2011

Be Prepared

• Squatters• Misinformation• Fundraising using your name/logo

Avoid social media identify theft:• Secure organization name

– http://namechk.com/

• Develop safeguards and policies

The Basics• Identify who you are and stick to it

• Consistency counts!

• Stand out from the crowd

• Be authentic

• Invite dialogue, no monologues

• Provide reasons to believe, the evidence

• Communicate regularly, but not too frequently

• Connect to strengthen your network

Resources

• http://www.philanthropy.com or @philanthropy• http://www.marketingpower.com• The Networked Nonprofit, Beth Kanter and

Allison H. Fines• http://www.bethkanter.org• http://www.tacticalphilanthropy.com/• http://www.gettingattention.org• NTEN: The Nonprofit Technology Network• http://www.nten.org/• SC Palmetto Technology Hub- www.scpath.org

Questions, comments, stories?

Thank YOU!

Email: Christine@CoastalCommunityFoundation.orgBlog: www.CCFblog.org

Twitter: @ChristineBeddiaTwitter: @CoastalCommFdn

Blog: www.oldenorth.wordpress.comLinkedIn: Christine Beddia, MPA

Skype: christine.beddia

Connect…