online brand ambassadors
DESCRIPTION
Presentation given to the Austin 501 Tech Club on May 18, 2009.TRANSCRIPT
FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS
Monday May 18 2009
ABOUT CHRIS BAILEY
Principal & Community Strategist for Gravit8 Worked in & with nonprofits for last 15 years Background in membership, marketing, online
communications & community development Working on grad degree in business
anthropology I love baseball, football, pro roller derby, dark
beer, barbeque, sci-fi & horror movies…
THIS ISN’T ABOUT ME, THOUGH…
…THIS IS ABOUT YOU!
THINK ABOUT:
Who you are Where you work What you want to get from this
experience What you’re going to do with your
learning tomorrow
WHY IS THIS IMPORTANT?
WHY SUPPORT YOUR NONPROFIT?
Your CONSTITUENTS…DonateAdvocateVolunteer
WHY?
WHY SUPPORT YOUR NONPROFIT?
WHY SUPPORT YOUR NONPROFIT?
IT’S ALL ABOUT THEM!
Or more accurately…
PEOPLE ARE MOTIVATED BY…
Yep, Self-Interest
PEOPLE ARE MOTIVATED BY…
Folks create their own MEANING…
Your challenge is to connect your brand to themthrough THEIR OWN STORIES
HOW?
A little algebra: C x (M + Tn) = A
CONTENT…YOUR WORKMEANING…THEIR STORIESCONVERSATIONS…TELL WORLDAWARENESS or AWESOMENESS
THIS BRANDING THING
BRAND STRATEGY
QUESTION:
DOES YOUR ORGANIZATIONHAVE A BRANDING STRATEGY?
WHAT IS A BRAND?
A powerful brand should evokeFEELINGS
The STRONGER the BETTER
FAMILIAR BRANDS
FAMILIAR BRANDS
FAMILIAR BRANDS
FAMILIAR BRANDS
FAMILIAR BRANDS
FAMILIAR BRANDS
FAMILIAR BRANDS
BRING YOUR BRAND TO LIFE
BRAND MODEL
BRAND MODEL
CONSISTENCY FOCUS TRUST PARTNERSHIP
BRAND MODEL
CONSISTENCY
Message :: Connect your image and efforts
BRAND MODEL
FOCUS
Effectiveness :: Know what your organization stands for and commit
BRAND MODEL
TRUST
Relationship :: Cornerstone of integrity and belief in your mission
BRAND MODEL
PARTNERSHIPCollaborations :: Work together to accomplish more
BRAND MODEL
THE FIVE KEYS
THINK INSIDE FIRST
Your inside mirrors outside objectives
KEY #1: DEVELOP INTERNAL BRAND STRATEGY
FIND YOUR AMBASSADORS
Do you know who your most passionate supporters are?
FIND YOUR AMBASSADORS
Mine your database
Monitor social media channels
Don’t be afraid tocreate lemonade
FIND YOUR AMBASSADORS
Remember: THERE IS A VAST FIELD OF SUPPORTERS OUT THERE!
KEY #2: CREATE A MONITORING PLAN
ENGAGE YOUR AMBASSADORS
Content is YOUR STORY
DO YOU HAVE A STORY?
ENGAGE YOUR AMBASSADORS
Who is the HERO of your story?
What PROBLEM will they
overcome?
How will it END?
ENGAGE YOUR AMBASSADORS
Appeal to their deepest WANTS & DESIRES
Find out the VALUE for them…Is it SOCIAL STATUS?
FEELING GOOD?
ENGAGE YOUR AMBASSADORS
Use the talents you already have
Identify TALENTS & GIFTS of your volunteers
ENGAGE YOUR AMBASSADORS
It’s finding this guy
and realizing he can do this
KEY #3: MAKE YOUR STORY THEIR STORY
EQUIP YOUR AMBASSADORS
STORIES: What are the meanings for your supporters?
Help them tell their stories
EQUIP YOUR AMBASSADORS
Is your website a story-ready campfire?
EQUIP YOUR AMBASSADORS
Can your supporters tell their story through their networks?
EQUIP YOUR AMBASSADORS
Your Storyis
Their Storyis
Your Story
KEY #4: MAKE TELLING THEIR STORY EASY
RECOGNIZE YOUR AMBASSADORS
Does your organization have a RECOGNITION program?
RECOGNIZE YOUR AMBASSADORS
Recognition programs can take many forms
DON’T BE AFRAID TO ASK
RECOGNIZE YOUR AMBASSADORS
Show you value your supporters, their stories, their work for your organization
RECOGNIZE YOUR AMBASSADORS
What’s the price tag on their support?
KEY #5: CREATE A RECOGNITION PLAN
BONUS!!! GO LONG
Create your own brand experience
What does your organization want to be known for?
KEY #6: BUILD A MOVEMENT NOT A CAMPAIGN
FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS
Monday May 18 2009
FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS
Monday May 18 2009
THANKS…NOW GO KICK BUTT!~CHRIS
PHONE: 512.394.3598EMAIL: [email protected]
TWITTER: @CHRIS_BAILEY
FULL SLIDES AVAILABLE AT WWW.GRAVIT8.COM