Message, brand and social media: the winning combination for your new organization
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Using Social Media to Launch Your Campaign or Organization Brand and Message October 5, 2010
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It's not enough just to use social media tactics when you want to launch a new non-profit or NGO. You need to know your audience, brand and message first!
Transcript of Message, brand and social media: the winning combination for your new organization
Using Social Media to Launch Your Campaign or Organization
Brand and Message October 5, 2010
What We’re Going to Do Tonight
• Establishing your brand
• Translating brand into your digital presence
What You’re Up Against
Why START our presentation 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.
What’s a brand?
**What promise does your brand make?**
Example: Ben & Jerry’s v. Godiva
Must-Haves of a Brand Promise
It must respond to a need or problem
It must differentiate you from the competition
It must be simple to understand It must be compact It must be easy for customers
to translate into their own words
It must be about one thing It must be emotionally powerful
FedEx will get my package there overnight.
Volvo will keep my family safe.
Obama will change the direction of our country.
What are Messages?
It’s the economy, stupid.
Content and Distribution Channels
Pla$orm: content
TV/Ads
Twi7er Search Mobile
PR
Facebook Online ads
YouTube Events Influencers (blogs)
Partner organizaIons
Your brand is everywhere, and it’s consistent!
Baseline: Website
• Your website 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
Use Your Channels for 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
SEARCH
Source: Quantcast; h7p://www.slideshare.net/FredSolop/social-‐media-‐and-‐poliIcs-‐may-‐20-‐2009
Message: Bulk Email
Collect email at every chance you get – Site – Events – All posters, collateral
• Google Groups – Segment, internal
• StreamSend, MyEmma, Constant Contact – Stats, spam filters, segmenting
• 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.
Running on PEOPLE
Source: Tanya Tarr, h7p://www.slideshare.net/tanyatarr/being-‐the-‐change-‐in-‐acIon
Mobilizing
Mobilizing
• Google Calendar • MeetUp • Facebook • Upcoming.com • Office Hours • Emails!
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”
Finally…
• Don’t underestimate interns and young staffers
• But don’t shortchange your web program. It IS worth your personal and loving attention!
