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Social Media : Promoting and Protecting Your Non-Profit Brand
1. Visible Logic, Inc.
142 High Street
Suite 615
Portland, ME 04101
207.761.4230
visiblelogic.com
IDENTITY
PRINT
PUBLISHING
WEB
Social Media :
Promoting and Protecting
Your Non-Profit Brand
Social Media Breakfast, October 2010
COMPELLING BRAND IDENTITIES IN PRINT & WEB
2. Your Brand Online: Personal, Organizational & Cause
Emily Brackett
President
Visible Logic, Inc.
Graphic Design & Branding:
Logos, Web Sites, Print Marketing, Book Covers & Interiors
Brand Positioning & Strategy
3. Your Brand Online: Personal, Organizational & CauseIntroduction
Social Media Overview
Branding: On- and Off-line
Identifying Yourself
Tips for Using Social Media
4. Your Brand Online: Personal, Organizational & Cause
Social Media
Overview
5. Your Brand Online: Personal, Organizational & CauseSocial Media Overview
Major Social Networking Web Sites & Media
The major web sites and media
• Facebook, Twitter, LinkedIn, YouTube, FourSquare
• Blogging
Other media
• MySpace, Gowalla, Plaxo, etc.
• Email marketing
• Forums
• Face-to-face networking
6. Your Brand Online: Personal, Organizational & CauseSocial Media Overview
Facebook
What’s On Your Mind?
Individuals
• Set up personal profiles
• You become friends with other people, and it’s reciprocal; the other person needs to OK you as a friend
Non-Profits
• Set up “company” pages (you can choose non-profit as your type)
• You can “like” a company, and it’s more of a one-way street. Gets your updates into someone’s news feed
Cause
• Could set up an “organization” type of company page
• You can “like” a company, and it’s more of a one-way street. Gets your updates into someone’s news feed
7. Your Brand Online: Personal, Organizational & CauseSocial Media Overview
LinkedIn
Network Updates
All individual accounts, very resume-like way of presenting yourself
• There are company listings in LinkedIn, (still labeled as beta) but you still only link with the
employees (You can follow companies)
• You are encouraged only to connect with people you know, then the connection is two-way
• The Q&A section is a good way to break out of the resume structure, prove your expertise, connect
with those outside your sphere
• Groups are forum-like spaces, and are also a good way to connect with others
8. Your Brand Online: Personal, Organizational & CauseSocial Media Overview
Twitter
What’s happening?
All accounts are individual
• There is only one kind of account with one user name & password
• Because they are individual accounts, there is some sense that tweets are coming from
an individual, but this is changing
• There are services which will allow more than one person to use an account
(and append initials, for example, at the end)
• You can follow as many others as you like, and it’s not automatically reciprocated
9. Your Brand Online: Personal, Organizational & CauseSocial Media Overview
Blogs
Company sponsored or individual
Blogs can be completely personal, or can have a corporate mandate
• Multiple authors can contribute to a company blog and therefore have their own voice and persona
• Commenting on other blogs is an individual activity
10. Your Brand Online: Personal, Organizational & CauseSocial Media Overview
Why Use Social Media?
• It’s free
• It’s where your volunteers, donors and sponsors are
• It’s a way to stay connected and top-of-mind
• It’s a great channel for sharing stories
• Connect with the cause that’s behind your non-profit
11. Your Brand Online: Personal, Organizational & Cause
Branding:
On- and Off-line
12. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
Your Brand is a Combination of:
The Identity you build and
The Perception / Messages that come from others
The Cause
An official “face” (Exec. Director, Founder, etc.)
Volunteers
Donors
Recipients / Beneficiaries
13. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
The Cause
14. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
OrganizationThe Cause
15. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
OrganizationThe Cause An official
“face”
(Exec. Director,
Founder, etc.)
16. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
OrganizationThe Cause An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers
17. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
OrganizationThe Cause An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers
Donors
18. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
OrganizationThe Cause
Donors
Recipients
Beneficiaries
An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers
19. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
The Cause
20. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
The Cause Organization
21. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
The Cause Organization
An official
“face”
(Exec. Director,
Founder, etc.)
22. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
The Cause Organization
An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers
23. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
Donors
The Cause Organization
An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers
24. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
Donors
The Cause Organization
An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers Recipients
Beneficiaries
25. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
The Cause
An official
“face”
(Exec. Director,
Founder, etc.)
Volunteers Recipients
Beneficiaries
Donors
Organization
26. Your Brand Online: Personal, Organizational & CauseBranding: On- and Off-line
Does your cause have a brand identity?
Causes may or may not have their own brand identity. Generally, if a “cause” has a well-defined brand
identity it’s been the work of an organization who launched the brand.
A good example of a cause’s brand identity is the pink representing Breast Cancer. This is such
a universal phenomenon it can be found on everything from t-shirts to Kitchen Aid mixers.
Most causes do not have such a strong brand identity.
Causes that generate news also have a sort of brand perception (ie Hurricane Katrina,
Earthquake in Haiti)
27. Your Brand Online: Personal, Organizational & Cause
Identifying
Yourself
28. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself
Online Specific Branding Elements
Domain Name and Handles
• Grab your name on all the major social media sites
• Grab your name, even if you won’t use the site immediately
• Consider creating multiple names if you use an acronym, or for key people
29. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself
Online Specific Branding Elements
Avatars, Favicons & Headshots, Key Visuals
• Have reduced the idea of a “logo” to a small, square icon.
• Use these consistently: Set up gravatars (globally recognized avatar), or recreate case-by-case on
different platforms
• Key personnel should use consistent and professional headshot photos
• Customize any areas that you can with your brand identity (ex: Twitter background)
30. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself
Online Specific Branding Elements
Content Rules... so Voice is More Important than Ever
• What topics will you discuss
• Is the message coming from an individual or from the organization?
• How can you make stories from multiple sources sound consistent?
• How can you encourage people to tell their story?
31. Your Brand Online: Personal, Organizational & CauseIdentifying Yourself
How are you presenting yourself?
• Are you large and established or small and grassroots?
• Can you afford to look “well branded?”
• Connect on the personal level.
• Be authentic.
32. Your Brand Online: Personal, Organizational & Cause
Tips for Using
Social Media
33. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media
How to cultivate your
Organization’s brand using social web
Maintain a consistent brand presence:
• Register your business name on all major sites
• Use your business name (with or without your own name in addition)
• Use a logo, rather than a photo for an avatar
Don’t go too far and be too impersonal or stiff
34. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media
How to connect personal stories to your
organization’s brand on the social web
Encourage individuals to connect to your brand
• Have Facebook status updates built into event registration
• Have your social media icons visible in all materials
• Give people a reason to connect (matching donation, etc.)
35. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media
How to integrate your cause’s brand with
your organization’s brand identity
• Connect with other non-profits to cross-promote (ie retweets, posting to each other’s wall, etc.)
• You can have multiple accounts.
(ie non-profit page and cause “organization” page on Facebook).
36. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media
Compounding Effect
Social Media should be used to increase the effectiveness of all channels:
• Offline: connect in-person events before, during and after
• Online: Cross promote between your different channels
• Partners: Cross promote with other organizations that have ties to the same or similar causes
37. Your Brand Online: Personal, Organizational & CauseTips For Using Social Media
Questions to Ask Yourself
• How can personal stories build your organization’s story?
• How does social media fit into my volunteering, fund raising or marketing plan?
• What am I doing outside of social media that needs to complement my online brand?
• How are my potential volunteers and donors using the social web?
• What kind of social media policy will we need?
38. Your Brand Online: Personal, Organizational & Cause
Emily Brackett
Visible Logic, Inc.
visiblelogic.com
visiblelogic.com/blog
twitter: @VisibleLogic
facebook: Emily Brackett
facebook: facebook.com/VisibleLogic
LinkedIn personal: linkedin.com/in/emilybrackett
LinkedIn company: linkedin.com/company/204702