social media + ? = $: nonprofits and social media

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Presented on 18 February 2009 to Harvard Extension School course "Social Media Marketing," led by MaryLou Roberts. An overview of the challenges nonprofits face, how building a social brand can help, and of an approach to implementing social media in nonprofit organizations.

TRANSCRIPT

  • 1.
    • Social Media + ? = $

2. Tonight Details TheChallenges AnAnswer The Process ThePlan 3. Who I am

  • Tamsen McMahon
    • Director of Digital and Strategic Initiatives,Sametz Blackstone Associates
    • 15+ years in non-profits
  • [email_address]
  • tamsenmcmahon.com
  • @tamadear

4. Who we are

  • 30-year-old, Boston-based, 20-person, five-dogfull service branding firm thathelps organizationsbuild frameworks to tell their stories.
  • www.sametz.com
  • @sametz

5. TheChallenges 6. Managing multiple lines of business 7. Answering to more affinity groups than ever 8. through more channels than ever 9. to people with competing allegiances 10. Balancing diverse income streams 11. and multiple bottom lines 12. Creating loyalty to the forest,but not the trees 13. So what happens? 14.

  • This.

15. An (The?)Answer 16.

  • BRAND

17.

  • BRAND

SOCIAL 18. But what does that mean? 19.

  • BRAND
  • LOGO
  • (And never did.)

20.

  • Its a mosaic

21. Its about moving peoplecloser to you People Awareness Comprehension Loyalty Support / Advocacy Participation Sametz Blackstone Associates 22.

  • Andyoumovingcloser tothem

23. Theprocess 24. 7 steps to social branding Sametz Blackstone Associates Measure / retune Research Know where you standand where you can go 1 Constituents Know whom you serve and why they care 2 Brand foundation Be who you are; become what you want to be 3 Messaging Craft your messagesin their words 4 Visual identity Look the part,be the part 5 Action Put it together, and put it to work 6 Engagement + Sustainability Own your brand, and keep it healthy 7 25. 1

  • Research

Know where you standand where you can go. 1 2 3 5 4 6 7 26. Research Sametz Blackstone Associates Qualitative Quantitative Inside Outside Motivations Actions Staff Env 27. Insight 28. 2

  • Constituents

Know whom you serve and why they care. 1 2 3 5 4 6 7 29.

  • members single-ticket buyersdonorspartnersmediacorporate sponsorsgovernment agenciesvolunteersboardstaff

Constituents arent monolithic Sametz Blackstone Associates 30.

  • For a museum

And neither are nonprofits Sametz Blackstone Associates Social interaction Education Outreach Exhibitions Capital projects 31. Finding the intersection What constituents care about, will participate in, and value What an org stands for and seek to advance Sametz Blackstone Associates 32. Finding the intersection What constituents care about, will participate in, and value Sametz Blackstone Associates What an org stands for and seek to advance 33. Relevance 34.

  • http://www.flickr.com/photos/10604632@N02/2673376797/

35. 3

  • Foundation

Be who you are; become what you want to be. 1 2 3 5 4 6 7 36. A brand foundation to build on Sametz Blackstone Associates Brand strategy Vision + mission Model Areas of endeavor Category Position Personality 37. Four branding strategies Sametz Blackstone Associates Corporate / institutional focus Product Endorsed Source Master Product /offeringfocus 38. Identity 39.

  • Prepare your open book

40. 4

  • Messaging

Craft your messagesin their words. 1 2 3 5 4 6 7 41.

  • http://www.flickr.com/photos/stevensnodgrass/4017403148/

42. Clarity 43.

  • Find theGod Particle

44.

  • What you are
  • What you do

45. Evolving a message system Sametz Blackstone Associates High-level message 46. Evolving a message system Sametz Blackstone Associates High-level message Areas of focus 47. Evolving a message system Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Areas of focus 48. Evolving a message system Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Supporting stories Areas of focus 49. Evolving a message system Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus 50. Evolving a message system Sametz Blackstone Associates High-level message Customizedfor a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus 51. Evolving a message system Sametz Blackstone Associates High-level message Customizedfor a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus 52. Evolving a message system Sametz Blackstone Associates High-level message Customizedfor a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus 53. Resonance 54. 5 Look the part,be the part.

  • Visual system

1 2 3 5 4 6 7 55. Design that delivers Sametz Blackstone Associates Name(s) Logo(s) / logotype(s) Taglines / modifiers Service marks That which you can own Color Typography Imagery Composition Focused approaches 56. Useeverycommunication to build brand and meaning Tactical communications by program, function, audience, initiative Sametz Blackstone Associates 57. Useeverycommunication to build brand and meaning Tactical communications by program, function, audience, initiative 20-90% reinforces brand (depending on strategy) Sametz Blackstone Associates 58. Useeverycommunication to build brand and meaning Tactical communications by program, function, audience, initiative 20-90% reinforces brand (depending on strategy) Promises Expectations Position Attributes Personality Your organization Sametz Blackstone Associates 59. (Compelling) Coherence 60. 6

  • Action

Put it together, and put it to work. 1 2 3 5 4 6 7 61.

  • It takes a village

62. An architecture helps you to plan and deploy resources better Awareness Comprehension Participation Loyalty Support / advocacy Wide General Long High High Centralized Custom / outsourced Offset Use Content Shelf life Cost / production Quantity Content generation Design Production Targeted Specific Shorter Lower Low / print on demand Distributed / to template In-house to template Print on demand Sametz Blackstone Associates 63. Architecture for action Sametz Blackstone Associates Awareness Comprehension Participation Loyalty Support Desired outcome Season kit Membership Development kit Print Digital Postcard / mailers Donor newsletter 64. Match platform to purpose Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia 65. Match platform to purpose Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia 66. Match platform to purpose Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia 67. Match platform to purpose Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia 68. Engagement 69. 7 Own your brand, and keep it healthy

  • Sustainability

1 2 3 5 4 6 7 70.

  • This is aprocess , not an event.

Sametz Blackstone Associates 71. Effective communications deliver value over time Sametz Blackstone Associates Measure / retune Research Know where you standand where you an go 1 Constituents Know whom you serve and why they care 2 Brand foundation Be who you are; become what you want to be 3 Messaging Craft your messagesin their words 4 Visual identity Look the part,be the part 5 Action Put it together, and put it to work 6 Engagement + Sustainability Own your brand, and keep it healthy 7 72.

  • Build a framework, not a prison.

73. Evolution 74. ThePlan 75.

  • We take ascientificapproach

76.

  • 0Set up the lab
  • 1Define the question
  • 2Observe
  • 3Investigate
  • 4Hypothesize
  • 5Experiment
  • 6Analyze
  • 7Retest

The Scientific Method 77. O

  • set up the lab

78.

  • Structures
    • Doughnut
    • Tower
    • Solar system
  • Policies
    • No policy
    • No! policy
    • Spokesmodel
    • A-Team
    • Train
  • Profiles

Setting up the lab Sametz Blackstone Associates 79. 1

  • define the question

80.

  • Whats thebest use of social mediain my organization?

81. 2

  • observe

82.

  • Grow bigger ears and eyes.

Paraphrase of Chris Brogan 83. 3

  • investigate

Scope Audiences ContentResources Outcomes Measurement 84. Scope 85. Audiences 86.

  • Resonance & Dissonance

87. Content 88. Resources 89. Outcomes 90. Measurement 91. 4

  • hypothesize

92.

  • For{scope} ,{content}from{sources} , used across{tools} , will produce{measured} {results}with{audi