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[object Object]
Tonight Details The  Challenges An  Answer The   Process The  Plan
Who I am ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who we are ,[object Object],[object Object],[object Object]
The  Challenges
Managing multiple lines of business
Answering to more affinity groups than ever
… through more channels than 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?
[object Object]
An (The?)  Answer
[object Object]
[object Object],SOCIAL
But what does that mean?
[object Object],[object Object],[object Object],[object Object]
[object Object]
It’s about moving people  closer to you… People Awareness Comprehension Loyalty Support / Advocacy Participation © Sametz Blackstone Associates
[object Object]
The  process
7 steps to social branding © Sametz Blackstone Associates Measure / retune Research Know where you stand––and 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 messages––  in 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
1 ,[object Object],Know where you stand––  and where you can go. 1 2 3 5 4 6 7
Research © Sametz Blackstone Associates Qualitative Quantitative Inside Outside Motivations Actions Staff Env
Insight
2 ,[object Object],Know whom you serve and why they care. 1 2 3 5 4 6 7
[object Object],Constituents aren’t monolithic… © Sametz Blackstone Associates
[object Object],And neither are nonprofits © Sametz Blackstone Associates Social interaction Education Outreach Exhibitions Capital projects
Finding the intersection What constituents care about, will participate in, and value What an org stands for and seek to advance © Sametz Blackstone Associates
Finding the intersection What constituents care about, will participate in, and value © Sametz Blackstone Associates What an org stands for and seek to advance
Relevance
[object Object]
3 ,[object Object],Be who you are; become what you want to be. 1 2 3 5 4 6 7
A brand foundation to build on © Sametz Blackstone Associates Brand strategy Vision + mission Model Areas of endeavor Category Position Personality
Four branding strategies © Sametz Blackstone Associates Corporate / institutional focus Product Endorsed Source Master Product /  offering  focus
Identity
[object Object]
4 ,[object Object],Craft your messages––  in their words. 1 2 3 5 4 6 7
[object Object]
Clarity
[object Object]
[object Object],[object Object]
Evolving a message system © Sametz Blackstone Associates High-level message
Evolving a message system © Sametz Blackstone Associates High-level message Areas of focus
Evolving a message system © Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Areas of focus
Evolving a message system © Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Supporting stories Areas of focus
Evolving a message system © Sametz Blackstone Associates High-level message Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
Evolving a message system © Sametz Blackstone Associates High-level message Customized  for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
Evolving a message system © Sametz Blackstone Associates High-level message Customized  for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
Evolving a message system © Sametz Blackstone Associates High-level message Customized  for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
Resonance
5 Look the part,  be the part. ,[object Object],1 2 3 5 4 6 7
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
Use  every  communication to build brand and meaning Tactical communications –  by program, function, audience, initiative © Sametz Blackstone Associates
Use  every  communication to build brand and meaning Tactical communications –  by program, function, audience, initiative 20-90% reinforces brand (depending on strategy) © Sametz Blackstone Associates
Use  every  communication 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
(Compelling) Coherence
6 ,[object Object],Put it together, and put it to work. 1 2 3 5 4 6 7
[object Object]
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
Architecture for action © Sametz Blackstone Associates Awareness Comprehension Participation Loyalty Support Desired outcome Season kit Membership Development kit Print Digital Postcard / mailers Donor newsletter
Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
Match platform to purpose © Sametz Blackstone Associates Social Networks Blogs Twitter Multimedia
Engagement
7 Own your brand, and keep it healthy ,[object Object],1 2 3 5 4 6 7
[object Object],© Sametz Blackstone Associates
Effective communications deliver value over time © Sametz Blackstone Associates Measure / retune Research Know where you stand––and 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 messages––  in 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
[object Object]
Evolution
The  Plan
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Scientific Method
O ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Setting up the lab © Sametz Blackstone Associates
1 ,[object Object]
[object Object]
2 ,[object Object]
[object Object],Paraphrase of Chris Brogan
3 ,[object Object],Scope Audiences Content  Resources Outcomes Measurement
Scope
Audiences
[object Object]
Content
Resources
Outcomes
Measurement
4 ,[object Object]
[object Object]
5 ,[object Object]
[object Object],[object Object]
6 ,[object Object]
   Numbers   Sentiment   Actions
7 ,[object Object]
[object Object]
 
Who I am ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Social Media + ? = $: Nonprofits and Social Media

  • 1.
  • 2. Tonight Details The Challenges An Answer The Process The Plan
  • 3.
  • 4.
  • 7. Answering to more affinity groups than ever
  • 8. … through more channels than ever
  • 9. … to people with competing allegiances
  • 11. … and multiple bottom lines
  • 12. Creating loyalty to the forest, but not the trees
  • 14.
  • 15. An (The?) Answer
  • 16.
  • 17.
  • 18. But what does that mean?
  • 19.
  • 20.
  • 21. It’s about moving people closer to you… People Awareness Comprehension Loyalty Support / Advocacy Participation © Sametz Blackstone Associates
  • 22.
  • 24. 7 steps to social branding © Sametz Blackstone Associates Measure / retune Research Know where you stand––and 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 messages–– in 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.
  • 26. Research © Sametz Blackstone Associates Qualitative Quantitative Inside Outside Motivations Actions Staff Env
  • 28.
  • 29.
  • 30.
  • 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
  • 34.
  • 35.
  • 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 / offering focus
  • 39.
  • 40.
  • 41.
  • 43.
  • 44.
  • 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 Customized for 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 Customized for 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 Customized for a specific constituency Initiatives, programs, opportunities Supporting stories Fact sheets, giving oppts Areas of focus
  • 54.
  • 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. Use every communication to build brand and meaning Tactical communications – by program, function, audience, initiative © Sametz Blackstone Associates
  • 57. Use every communication to build brand and meaning Tactical communications – by program, function, audience, initiative 20-90% reinforces brand (depending on strategy) © Sametz Blackstone Associates
  • 58. Use every communication 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
  • 60.
  • 61.
  • 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
  • 69.
  • 70.
  • 71. Effective communications deliver value over time © Sametz Blackstone Associates Measure / retune Research Know where you stand––and 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 messages–– in 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.
  • 75.
  • 76.
  • 77.
  • 78.
  • 79.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84. Scope
  • 86.
  • 91.
  • 92.
  • 93.
  • 94.
  • 95.
  • 96. Numbers  Sentiment  Actions
  • 97.
  • 98.
  • 99.  
  • 100.

Hinweis der Redaktion

  1. Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior.
  2. Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior.
  3. Is not about your logo, it never was… Brand is the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment. Helps attract and retain, staff, board, donors, partners, artists, and more. Creates value that extends beyond one-off campaigns. Builds resonance and connection that helps keep diverse revenue streams healthy. Is critical to cutting through the din… And ultimately influencing thinking and behavior.
  4. At the end of the day, it’s a mosaic… Every communication… Every interaction… Is either building brand, or not.. Everyone is involved – not just marketing and development… The question is, are your pieces adding up to a recognizable and meaningful whole? One greater than the sum of the parts?
  5. When thinking about brand-focused research, consider: Quant : great for measuring actions, and is often more historical Qual : great for uncovering motivations BEHIND actions, important for getting to the essence of brand-related decisions, preferences, etc,,, Inside --from vols to staff to board chair --your people KNOW a lot! --and gets them involved…. A great bi-product!!!! External --audiences, donors, prospects all the way to competitive and relevant environment. --about positing and differentiation and context – finding the piece of pie you can own – and where you can win!
  6. G was looking up.. YOU need to look up, down, inside and out… To find out WHO you are, and why people should care… DECONSTRUCTION!
  7. DIFFERENT WAYS TO CUT THE CAKE DEPENDING ON YOUR SITUATION… AND SOMETIMES IT”S A COMBO PLATTER! Different drivers, needs, expectations, ways to satisfy…
  8. And most importantly, WHAT do they CARE about???
  9. Communications, offerings, messages, values…need to be relevant to constituent’s lives….make them one notch more complete
  10. Using what you learned in research, craft your brand foundation Informs --visual and verbal communications that come later.. COMMENT Areas of focus --easy handle… 4 things, not 10 Attributes --Category… more than museum!
  11. RECONSTRUCTION!!!! On paper, who you can be. Don’t fake it -- Prepare your open book:
  12. Your brand is a chord– it’s a mosaic made up of different “notes”—it will resonate with some and not others (and that’s okay) And like sound.. It carries.. moving your mission and value outward and pulling people in… Social media means, in many ways, the "death of distance" - Tom Peters most powerful (donor) constituency may not be your local one broadcasting to narrowcast to find the the audiences with whom you resonate most strongly
  13. “ logical interconnection”—not just “understandability” No matter what part of your org people ar etouchin, they know it’s yours..