Presented on 18 February 2009 to Harvard Extension School course "Social Media Marketing," led by MaryLou Roberts. An overview of the challenges nonprofits face, how building a social brand can help, and of an approach to implementing social media in nonprofit organizations.

2. Tonight Details The Challenges An Answer The Process The Plan

5. The Challenges

6. Managing multiple lines of business

7. Answering to more affinity groups than ever

8. … through more channels than ever

9. … to people with competing allegiances

10. Balancing diverse income streams

11. … and multiple bottom lines

12. Creating loyalty to the forest, but not the trees

13. So what happens?

15. An (The?) Answer

18. But what does that mean?

21. It’s about moving people closer to you… People Awareness Comprehension Loyalty Support / Advocacy Participation © Sametz Blackstone Associates

23. The process

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

26. Research © Sametz Blackstone Associates Qualitative Quantitative Inside Outside Motivations Actions Staff Env

27. Insight

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

33. Relevance

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

38. Identity

42. Clarity

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

53. Resonance

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

59. (Compelling) Coherence

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

68. Engagement

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

73. Evolution

74. The Plan

84. Scope

85. Audiences

87. Content

88. Resources

89. Outcomes

90. Measurement

96.  Numbers  Sentiment  Actions