1. How to market and brand
your social enterprise or
project without spending a
small fortune
City Business Library
April 27, 2012
Friday, 27 April 12

2. Welcome to the ‘new’
media landscape
Most of us know this (and are dizzy)
Twitter / Facebook / Flickr / YouTube /
Foursquare / Digg / LinkedIn /
StumbledUpon / and there are always new
ones!
So many options > saturated market > where
else?
How much? What is right?
Friday, 27 April 12

3. Questions, questions...How does
the audience find you? And how
do you find your audience?
traditional (or ‘old’) media?
‘new’ media?
word of mouth?
a combination?
how much have we changed? (not a lot - just
the mediums have multiplied and
fragmented)
Friday, 27 April 12

4. Packaging a concept /
Developing your brand +
action plan for communication
strategy
timing + benchmarks
consistency
striking a balance
engagement / value / relevance
Friday, 27 April 12

5. Media Landscape
‘Old’ model: print, radio, television
‘New’ media: is what online was referred as
up to mid to late 2000’s
now media landscape is a strong combination
of the two worlds and models have flipped
media consumption cycle is changing/
evolving - we CONTROL a lot of the
communication process
Friday, 27 April 12

6. Media Landscape
(cont’d)
There is no doubt that the goal to any project /
campaign should be audience SHARING and
COMMUNICATING with brand and each other
No longer just project + website + media relations
Now: website + blog + public relations with
mainstream media + SEO (search engine
optimisation) + SMO (social media optimisation)
Friday, 27 April 12

7. Case study:
Friday, 27 April 12

8. Friday, 27 April 12

9. Approach
‘traditional’ methods - press release, liaising with
mainstream
seeded on social networks (FB, Twitter, Qype, ASW,
dedicated Tumblr microsite, etc)
press release distribution
jumping on social web
achieving organic growth
Friday, 27 April 12

10. Desired Results?
engaging existing readers + new connections
achieving press exposure (from Harper’s
Bazaar, Time Out to the Lady)
spiralling into much wider online conversation
via key/relevant blogs + social networks
real life engagement / face to face interaction
leading to new ideas + brand possibilities
Friday, 27 April 12

11. So...what do I do?
> Building a following
How does the message spread? > understand audience
behaviour, not just technology (old methods applied to new
and more mediums)
What/where/how much do we share and communicate?
define goal / identify audience / share / engage / add
value / keep audience coming back from more / create
ongoing conversation
Focus on slow & steady, rather than fast & furious >> key is
to make followers loyal and engaging
Friday, 27 April 12

12. AND Building a
community
tapping into networks + linking + commenting +
collaborating + connecting
optimising + tracking + revising strategy
some planned, a lot organic (if people like the
project > they will connect and talk about it > think
about it like word of mouth with infinite
possibilities)
Friday, 27 April 12

13. Building a
community (cont’d)
Find and nurture ambassadors (they will find you
too)
Evaluating relationships / best partners /
buddying / mentoring / connecting offline /
conversation groups + forums > spread the word,
ask for feedback
Harnessing network
Creating ties / support network
Building CRITICAL MASS
Friday, 27 April 12

14. Is there a formula?
There is no formula > it’s a work in progress > keep
changing + sharing + listening > try new things
There is an approach, the rest is trial and error (and DO ask
for feedback - this is a 2-way street and formula can be
adjusted accordingly as you go)
Website + blog + social networks + seo/smo
tagging, liking, building links, boosting ranking organically
participating (contributing, engaging, sharing, commenting,
becoming an authority+ relevant source
Friday, 27 April 12

15. A few (thrifty)hints
and tools...
There is no magic, no tricks - just using a little
savvy and working with a schedule
Think of the big picture and start with a 12-
month forecast -- then, break it down by
quarterly goals and monthly benchmarks
If you have little or no money allocated to
media and marketing, be savvy
Friday, 27 April 12

16. ...cont’d
when relevant, a press release is key (needs to have a
hook/angle - what makes your story a good one?)
social networking (more important than ever)
speaking / events / becoming an expert
focus on your own network / nurture ambassadors /
word of mouth (‘old-fashioned’ but still very relevant
Friday, 27 April 12

17. identifying your
audience
who are they?
what do they “look” like?
what do they read?
where do they shop?
visualise >> that will make your marketing
plan more strategic **
Friday, 27 April 12

18. SWOT
strengths
weaknesses
opportunities
threats
Friday, 27 April 12

19. competitive analysis
who?
why?
what are they doing?
Friday, 27 April 12

20. You and your brand
moving forward...
setting benchmarks
review of tools > what works best for your
brand or project?
goals
priorities > be realistic, yet ambitious
Friday, 27 April 12

21. You and your brand
moving forward...
A lot of the tools are in your hands
build up, tweak, see what works - it’s better to
use less mediums and make them effective
Friday, 27 April 12

22. Thank you...
dana@nostressnopanic.com
www.nostressnopanic.com
Friday, 27 April 12