Download - Social Media + ? = $: Nonprofits and Social Media

Sametz Blackstone Associates

Social Media + ? = $

Tonight

DetailsThe ChallengesAn AnswerThe ProcessThe Plan

Who I am

Tamsen McMahon Director of Digital and

Strategic Initiatives, Sametz Blackstone Associates

15+ years in non-profits

[email protected] tamsenmcmahon.com @tamadear

Who we are

30-year-old, Boston-based, 20-person, five-dog full service branding firm that helps organizations build frameworks to tell their stories.

www.sametz.com @sametz

The Challenges

Managing multiple lines of business

Answering to more affinity groups than ever

…throughmore channelsthan ever

…to people with competing allegiances

Balancing diverse income streams

…and multiple bottom lines

Creating loyalty to the forest, but not the trees

So what happens?

This.

An (The?) Answer

16

BRAND

17

BRANDSOCIAL

But what does that mean?

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BRAND≠

LOGO(And never did.)

It’s a mosaic

21

It’s about moving people closer to you…

People Awareness Comprehension Loyalty Support / AdvocacyParticipation

© Sametz Blackstone Associates

And you moving closer to them…

The process

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7 steps to social branding


ResearchKnow where you stand––and where you can go

1 ConstituentsKnow whom you serve and why they care

2 Brand foundationBe who you are; become what you want to be

3

MessagingCraft your messages–– in their words

4 Visual identityLook the part, be the part

5

ActionPut it together, and put it to work

6Engagement + SustainabilityOwn your brand, and keep it healthy

Engagement + SustainabilityOwn your brand, and keep it healthy

7

Measure / retune

1Research

Know where you stand–– and where you can go.

1 2 3

54

67

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Qualitative

Quantitative

Research


Inside Outside

Motivations

Actions

Staff Env

Insight

2Constituents

Know whom you serveand why they care.

1 2 3

54

67

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≠ members≠ single-ticket buyers ≠ donors ≠ partners ≠ media ≠ corporate sponsors ≠ government agencies ≠ volunteers ≠ board ≠ staff…

Constituents aren’t monolithic…


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For a museum…

And neither are nonprofits


Social interaction

Education

Outreach

Exhibitions

Capital projects

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Finding the intersection

What constituents care about, will participate in, and value

Wha

t a

n o

rg s

tand

s fo

r an

d se

ek t

o ad

vanc

e


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What constituents care about, will participate in, and value

Finding the intersection


Wha

t a

n o

rg s

tand

s fo

r an

d se

ek t

o ad

vanc

e

Relevance

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

3Foundation

Be who you are; become what you want to be.

1 2 3

54

67

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A brand foundation to build on


Vision + mission

Model

Areas of endeavor

Category

Brand strategy

Position Personality

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Four branding strategies


Corporate /institutional focus

Product Endorsed Source Master

Product / offering focus

Identity

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Prepare your open book

4Messaging

1 2 3

54

67

Craft your messages–– in their words.

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

Clarity

Find the “God Particle”

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1. What you are

2. What you do

45

Evolving a message system


High-levelmessage

46



High-levelmessage

Areas of focus

47



High-levelmessage

Initiatives,programs,opportunities

Areas of focus

48



High-levelmessage


Supportingstories

Areas of focus

49



High-levelmessage


Supportingstories

Fact sheets, giving oppts

Areas of focus

50



High-levelmessage

Customized for a specific constituency


Supportingstories


Areas of focus

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High-levelmessage



Supportingstories


Areas of focus

52



High-levelmessage



Supportingstories


Areas of focus

Resonance

51 2 3

54

67

Look the part, be the part.

Visual system

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Design that delivers


Name(s)

Logo(s) / logotype(s)

Taglines / modifiers

Service marks

That which you can own

Color

Typography

Imagery

Composition

Focused approaches

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Use every communication to build brand and meaning

Tactical communications– by program, function, audience, initiative


57


20-90% reinforces brand (depending on strategy)



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20-90% reinforces brand (depending on strategy)

PromisesExpectationsPositionAttributesPersonality

Yourorganization



(Compelling)Coherence

6Action1 2 3

54

67

Put it together,and put it to work.

It takes a village

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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


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Architecture for action


Awareness Comprehension Participation Loyalty Support

Desired outcome

Season kit

Membership

Development kit

Print

Digital

Postcard / mailers

Donor newsletter

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Match platform to purpose

Social Networks

Blogs

Twitter

Multimedia


65


Social Networks

Blogs

Twitter

Multimedia


66


Social Networks

Blogs

Twitter

Multimedia


67


Social Networks

Blogs

Twitter

Multimedia


Engagement

71 2 3

54

67

Own your brand, and keep it healthy

Sustainability

70

This is a process, not an event.

© Sametz Blackstone Associates 70

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Effective communications deliver value over time


ResearchKnow where you stand––and where you an go

1 ConstituentsKnow whom you serve and why they care

2 Brand foundationBe who you are; become what you want to be

3

MessagingCraft your messages–– in their words

4 Visual identityLook the part, be the part

5

ActionPut it together, and put it to work

6Engagement + SustainabilityOwn your brand, and keep it healthy

Engagement + SustainabilityOwn your brand, and keep it healthy

7

Measure / retune

Build a framework, not a prison.

Evolution

73

The Plan

We take a scientific approach…

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0 Set up the lab

1 Define the question

2 Observe

3 Investigate

4 Hypothesize

5 Experiment

6 Analyze

7 Retest

The Scientific Method

Oset up the lab

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Structures—Doughnut—Tower—Solar system

Policies—No policy—No! policy—Spokesmodel—A-Team—Train

Profiles

Setting up the lab


1define the question

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What’s the best use of social media in my organization?

2observe

Grow bigger ears – and eyes.

Paraphrase of Chris Brogan

3investigate

ScopeAudiencesContent ResourcesOutcomesMeasurement

Scope

Audiences

Resonance & Dissonance

Content

Resources

Outcomes

Measurement

4hypothesize

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

5experiment

94

Observation ≠ participation.

You have to do it.

6analyze

Numbers Sentiment Actions

7retest

It takes practice.

Who I am

Tamsen McMahon Director of Digital and

Strategic Initiatives, Sametz Blackstone Associates

15+ years in non-profits

[email protected] tamsenmcmahon.com @tamadear