Nonprofit Branding in SocialMedia

Presented byBonnie McEwan, president

MAKE WAVES

2

Digital Tech = Seismic Shifts

Super-empowered individuals Death of advertiser-supported content Decline of traditional media Rise of social media

• First ever many-to-many publishing model• Facebook, Twitter, YouTube, LinkedIn, Flickr• Lack of successful online business models

3

Consequences for NPOs

Fewer mass media outlets for PR Need relationships w people, not just pros Constituent expectations:

• Transparency• Participation (power shifts)• Engagement (two way)

4

Consequences:Fewer Mass Media

Smaller, more concentrated audiences Less value to traditional advertisers Narrower reach More labor needed to reach targets Little external content mediation

5

Consequences:Relationships

Many-to-many communication Metamorphosis of organization websites Content sharing, not just creation Authenticity is a premium Self-filtering of content

6

Consequences:Transparency

To be authentic To build trust To capture attention To gain credibility To gain influence

7

Consequences:Powershifts/Participation

Between constituents and organizations Between staff and management Among donors, volunteers, boards, staff Between organizations and regulators,

competitors & the public

8

Paralysis by the Numbers 40% of companies block employees from

social media Less than 30% have social media policy Less than 10% offer staff training Only 13% incl. social media in crisis

planning Yet 81% say social media has value

9

Opportunities Highly specific target audiences Fewer gatekeepers, more access Cost effective communication Fast & easy content changes Freedom from geography Metrics to assess impact Real-time brand management

10

Challenges

Be constituent focused Be visible and interesting Be quick and responsive Be decentralized and efficient Be authentic and trustworthy

• inside and out

11

Metrics Google Analytics & Alerts RSS feeds Email opens and click-thrus Google Ads/Facebook Ads Bit.ly Sidebar Timely Scheduler Hub Spot, Klout

12

Brand Management: Listen Google and Yahoo Alerts RSS feed reader Selected blogs Email and survey software Facebook ‘likes’ Twitter hash tags LinkedIn discussion groups

Actions Fail Informatively (Clay Shirky) Build online voice: Facebook, YouTube,

Twitter, Flickr, Idealist, LinkedIn Groups Create great landing pages Create and encourage quality content:

blogs, contests, surveys, email campaigns,videos, reviews, recommendations

Build & nurture your email lists

Consider Partnerships Exchanges with other organizations Dual memberships Event tie-ins Webinar series Fan guest writers

Presented by Bonnie McEwanbonnie@makewavesnotnoise.com

MAKE WAVESImpact Marketing for Nonprofits