Slides

1. Creating A Social Media Ambassador Strategy
Beth Kanter
Master Trainer, Speaker, and Author

2. Beth Kanter: Master Trainer, Author, Speaker and Blogger
@kanter
http://bethkanter.wikispaces.com/donorpath

3. Agenda
• What is heck a social media ambassador?
• The benefits of using Social Media
Ambassadors
• Why start with “insiders” (staff and board)
• Examples
• Strategy from Inside Out: Getting Buy-In,
Guidelines
• How Get People Who Love Your Organization
To Be Social Media Ambassadors: Tips and
Tricks

4. Redefining Brand Ambassadors in An Age of Social Media

5. Definition
• Any stakeholder who is
passionate about your
organization
• Shares information about
your organization on social
channels
• Asks their online social
networks to support to the
organization.

6. Coordinating & Amplifying Social Media Ambassadors = Impact
“When you hear an idea from two
people, it counts for twice as much
as if you randomly hear it once.
And if you hear an idea from ten
people, the impact is completely
off the charts compared to just one
person whispering in your ear.
Coordinating and amplifying the
evangelists of your idea is a big
part of the secret of marketing
with impact.”
Seth Godin

7. Start With Your Insiders!!
Staff
Board
• Believe in your organization
• Have the desire to work to
make things better
• Understand your nonprofit
mission and the bigger
picture
• Already have great stories
about your organization
• Have networks who may
already be interested in your
organization
• Know your organization and
industry really well
• May already be using social
media channels

8. Here’s Why: Trust of Nonprofit Brands Is Eroding

9. They Are Already Using Social Media Anyway, Why Not Leverage?

10. @rdearborn works an organization
conservation organization and she
LOVES sharks.
How Can You Leverage Staff Passion for Mission?

11. Organizations of all sizes can benefit from
using insiders as social media
ambassadors too boost their fundraising
and marketing campaigns ….
Let’s look at some examples ….

12. Wake International

13. Wake International

14. Arkansas Advocates

15. Human Rights Watch
• Goal: Impact policy change
• Leverage individual networks of
over 200 staff members on Twitter
• Social media policy encourages all
staff to participate as personal
brands
• Provide training and support, with
social media manager providing
support
• Internal coordination via listserv
• Provides value to staff for content
curation and media relations

16. The Process
1: Buy In 2: Guidelines
3: Support 4: Activate
Insiders

17. I have work to do! Can finally tweet about our
programs from my personal
account!
Why Getting Buy-In Is So Important
What’s the value?

18. Social Media Policy – Addressing Concerns
http://bit.ly/12-words-dos

19. 12 Word Social Media Personal Use
Don’t Lie, Don’t Pry
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
Dos and Don’ts

20. Objective Value
Increase employee engagement
by x% by end of fiscal year
Improves internal communications, collaboration
Improves loyalty, buy-in to mission
Decreases burnout and turnover
Recruit XX number of social
media ambassadors by launch of
campaign
Free up communications staff time for more strategic
planning versus doing
More gets done
Less burden on existing volunteers or staff
Increase reach by xx% by end of
the fiscal year
Increases donors to campaign
Increases the number of email prospects
Change in attitude and
increased trust in your
organization xx% by the end of
the fiscal year
Percentage likely to volunteer or donate increases
Improve relationships with
existing donors and volunteers
xx% by the end of the fiscal year
Better management, more stable finances
Improve engagement with
stakeholders xx% by the end of
the fiscal year
Better feedback and ideas for innovation
Better understanding of attitudes and perceptions of
stakeholders

21. Board Members As Social Media Ambassadors: Support, Activate
• Survey of social media use
• Review guidelines
• Training sessions
• Stories
• Brand collateral
• Brand social media
• How to support with
personal social media
accounts
• Fun Contest
• Activate and Support for
specific campaigns

22. Social Media Ambassadors Inside
1: Buy In 2: Guidelines
3: Support 4: Activate
Insiders

23. Your nonprofit also has plenty of “outsiders” who love
your organization
Why not put them to work as social media ambassadors
and boost your fundraising campaigns or programs?
Image: NY Times

24. Social Media Ambassadors from the Outside
Research Recruit
Support Activate
Outsiders

26. • Staff and board as staff
social media
ambassadors
• Recruited well-known
and aligned
ambassadors to
promote on social
media channels
• Recruited pro bono
volunteers: PR, Video,
Photography, Content
• Activated board
• Reached out to aligned
partner organizations
and individuals to
promote on social
media channels

27. Social Media Ambassadors: Prospect Research

28. Research: Recruit from Your Database, Lists, Events
• Post invitation on social
channels

29. Social Media Ambassadors: Who is Most Engaged on Social Channels?

30. Social Media Ambassadors: Facebook
• Use tool like “Top Fans “ to identify
engaged fans and research them
on Google or your database
• Use tool like ActionSprout to
gather email addresses of engaged
followers via FB.
• Ask board/staff to share link to
landing page on their FB profiles
and post on Brand Page

31. Social Media Ambassadors: Twitter
• Review brand account for
active verified users
• Use a Followerwonk to easily
sort and search followers
• Create a Twitter list of your best
prospects and cross check with
your organization’s database.
• Tweet links to landing page to
sign up as Social Media
Ambassador

32. Social Media Ambassadors: Instagram
• Use a free tool like Social Rank
to filter your organization’s
Instagram followers by
keywords in their bios, hashtags
they use, their location, the
number of followers they have,
and more.
• Create a photo or visual
invitation about becoming a
social media ambassador w/
link.

33. Social Media Ambassadors: LinkedIn
• If your organization has a group or page
on LinkedIn, scan the list of followers to
see if any influencers jump out.
• Review your network on your
professional profile on LinkedIn for
potential prospects. Ask board members
who are LinkedIn to do the same.
• Use advanced search to search by
nonprofit interests, location, keyword, or
company.
• Post a status update on your individual
LinkedIn profile or organization page with
a link to an invitation for more
information about becoming a social
media ambassador for your organization

34. Social Media Ambassadors: LinkedIn

35. Social Media Ambassadors: Vet
Relevant Relationship
Connected Credible

36. Social Media Ambassadors: Recruit
• Overview of organization
and campaign
• Role of social media
ambassador
• Time commitment
• Expectations

37. Social Media Ambassadors: Communication and Coordination
• To make it easy to keep
them in the loop
• Campaign updates and
actions

38. Provide A Communications Toolkit with Basics
• Overview of organization
and campaign
• Talking points
• Brand and Staff social
media accounts
• Hashtags
• Sample FB Updates
• Sample Tweets
• Sample LinkedIn Updates
• List of collateral materials
online – logos, important
links, etc.

40. Mini Site for Ambassadors

41. Shareable Content: Images and Words

42. Branded Visual Content Optimized for Social Media Channels

43. Visual Content Optimized for Social Media Channels

44. Visual Content Tools
http://blog.mainstreethost.com/social-media-image-size-cheat-sheet

45. Social Media Ambassadors: Activate

46. Say Thank You

47. Cultivate the Relationship

48. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter
Resources: bethkanter.wikispaces.com/donorpath