The document is a presentation on using social media for brandraising. It discusses defining an organization's positioning and personality to guide social media content. Tips are provided for using different social media channels like Facebook and Twitter to share content and engage audiences. Case studies are presented and it is noted that an organization cannot fully control its brand message on social media but should focus on consistency, interactivity, and guiding content with its positioning.
38. Takeaway
Positioning and personality can drive
your communications and connect it
all back to your mission
Exercise
Define your positioning and
personality as a team and then
assess your materials against them
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52. Tips for channels
Facebook
• Use your timeline photo
• Post old content
• Share pictures that links to an article
• Make it your own
• Use videos to bring your story to life
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61. Tips for channels
Twitter
• Have fun with your tone
• Host a Twitter chat
• Share content only on that platform
• Newsjack
• Make a vine of your elevator pitch
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73. Let go.
• You never had
complete control over
your message
• The conversation is
happening, with or
without you!
• Mistakes will happen
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74. Remember…
• Be consistent
• Use your positioning and
personality to guide your content
• Be interactive and conversational
• Have fun
• Let go
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75. Resources
• Brandraising: How Nonprofits Raise
Visibility and Money Through Smart
Communications, Sarah Durham
www.amazon.com
• Big Duck website
http://www.bigducknyc.com
• Duck Call Blog
http://www.bigducknyc.com/blog
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76. Resources
• Nonprofit Technology Network (NTEN)
http://www.NTEN.org
• Nonprofit Social Media Decision Guide
http://idealware.org/reports/nonprofit-
social-media-decision-guide
• Finding Your Brand Voice
http://www.socialmediaexplorer.com/soci
al-media-marketing/finding-your-brand-
voice/
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77. Contact Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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By 6:15What do you know about these brands? What are their reputations?Why is it we know them?ConsistencyLongevityEffective frequency
Nonprofit brands are less recognizableWhy?Can you think of any others that should be up here? More complex- missions audiencesLess money to increase visibility/ build name recognition with
Doing the same thing all the time can be dull, so most of us have a tendency to get creative10th anniverary logo- example of being creative and org-centric
Not long ago there were only a few ways you could communicate with your donors: by phone, in person, or when you mailed them somethingFundraising and communicating was today and still is about relationships- but the ways you built and maintained relationships was simpler.
Not long ago there were only a few ways you could communicate with your donors: by phone, in person, or when you mailed them somethingFundraising and communicating was today and still is about relationships- but the ways you built and maintained relationships was simpler.
Core org stuffAdding posit and personality to it- they should inform all work, too in my world
but they have very different personalities tooBeing clear what your org’s personality is and reinforcing it at all points of contact is a great tool:Language- design- color even channels you use(Ex: IJS Twitter)
Super simple easy way to engage your followers around an event or issue. Just choose a day and time and a hashtag and then promote the heck out of it. You can use it as a time for people to ask you q’s, host a panel
Super simple easy way to engage your followers around an event or issue. Just choose a day and time and a hashtag and then promote the heck out of it. You can use it as a time for people to ask you q’s, host a panel
Super simple easy way to engage your followers around an event or issue. Just choose a day and time and a hashtag and then promote the heck out of it. You can use it as a time for people to ask you q’s, host a panel
Super simple easy way to engage your followers around an event or issue. Just choose a day and time and a hashtag and then promote the heck out of it. You can use it as a time for people to ask you q’s, host a panel
Super simple easy way to engage your followers around an event or issue. Just choose a day and time and a hashtag and then promote the heck out of it. You can use it as a time for people to ask you q’s, host a panel
Super simple easy way to engage your followers around an event or issue. Just choose a day and time and a hashtag and then promote the heck out of it. You can use it as a time for people to ask you q’s, host a panel