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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.

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Sametz Blackstone Associates

Social Media + ? = $

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Tonight

DetailsThe ChallengesAn AnswerThe ProcessThe Plan

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Who I am

Tamsen McMahon Director of Digital and

Strategic Initiatives, Sametz Blackstone Associates

15+ years in non-profits

[email protected] tamsenmcmahon.com @tamadear

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Who we are

30-year-old, Boston-based, 20-person, five-dog full service branding firm that helps organizations build frameworks to tell their stories.

www.sametz.com @sametz

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The Challenges

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Managing multiple lines of business

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Answering to more affinity groups than ever

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…throughmore channelsthan ever

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…to people with competing allegiances

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Balancing diverse income streams

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…and multiple bottom lines

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Creating loyalty to the forest, but not the trees

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So what happens?

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This.

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An (The?) Answer

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16

BRAND

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BRANDSOCIAL

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But what does that mean?

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BRAND≠

LOGO(And never did.)

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It’s a mosaic

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21

It’s about moving people closer to you…

People Awareness Comprehension Loyalty Support / AdvocacyParticipation

© Sametz Blackstone Associates

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And you moving closer to them…

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The process

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24

7 steps to social branding

© Sametz Blackstone Associates

ResearchKnow where you stand––and where you can go

1 ConstituentsKnow whom you serve and why they care

2 Brand foundationBe who you are; become what you want to be

3

MessagingCraft your messages–– in their words

4 Visual identityLook the part, be the part

5

ActionPut it together, and put it to work

6Engagement + SustainabilityOwn your brand, and keep it healthy

Engagement + SustainabilityOwn your brand, and keep it healthy

7

Measure / retune

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1Research

Know where you stand–– and where you can go.

1 2 3

54

67

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26

Qualitative

Quantitative

Research

© Sametz Blackstone Associates

Inside Outside

Motivations

Actions

Staff Env

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Insight

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2Constituents

Know whom you serveand why they care.

1 2 3

54

67

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29

≠ members≠ single-ticket buyers ≠ donors ≠ partners ≠ media ≠ corporate sponsors ≠ government agencies ≠ volunteers ≠ board ≠ staff…

Constituents aren’t monolithic…

© Sametz Blackstone Associates

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30

For a museum…

And neither are nonprofits

© Sametz Blackstone Associates

Social interaction

Education

Outreach

Exhibitions

Capital projects

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31

Finding the intersection

What constituents care about, will participate in, and value

Wha

t a

n o

rg s

tand

s fo

r an

d se

ek t

o ad

vanc

e

© Sametz Blackstone Associates

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32

What constituents care about, will participate in, and value

Finding the intersection

© Sametz Blackstone Associates

Wha

t a

n o

rg s

tand

s fo

r an

d se

ek t

o ad

vanc

e

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Relevance

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34

http://www.flickr.com/photos/10604632@N02/2673376797/

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3Foundation

Be who you are; become what you want to be.

1 2 3

54

67

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36

A brand foundation to build on

© Sametz Blackstone Associates

Vision + mission

Model

Areas of endeavor

Category

Brand strategy

Position Personality

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37

Four branding strategies

© Sametz Blackstone Associates

Corporate /institutional focus

Product Endorsed Source Master

Product / offering focus

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Identity

38

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Prepare your open book

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4Messaging

1 2 3

54

67

Craft your messages–– in their words.

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41

http://www.flickr.com/photos/stevensnodgrass/4017403148/

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Clarity

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Find the “God Particle”

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44

1. What you are

2. What you do

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45

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

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46

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Areas of focus

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47

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Initiatives,programs,opportunities

Areas of focus

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48

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Initiatives,programs,opportunities

Supportingstories

Areas of focus

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49

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Initiatives,programs,opportunities

Supportingstories

Fact sheets, giving oppts

Areas of focus

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50

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Customized for a specific constituency

Initiatives,programs,opportunities

Supportingstories

Fact sheets, giving oppts

Areas of focus

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51

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Customized for a specific constituency

Initiatives,programs,opportunities

Supportingstories

Fact sheets, giving oppts

Areas of focus

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52

Evolving a message system

© Sametz Blackstone Associates

High-levelmessage

Customized for a specific constituency

Initiatives,programs,opportunities

Supportingstories

Fact sheets, giving oppts

Areas of focus

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Resonance

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51 2 3

54

67

Look the part, be the part.

Visual system

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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

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56

Use every communication to build brand and meaning

Tactical communications– by program, function, audience, initiative

© Sametz Blackstone Associates

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57

Tactical communications– by program, function, audience, initiative

20-90% reinforces brand (depending on strategy)

© Sametz Blackstone Associates

Use every communication to build brand and meaning

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58

Tactical communications– by program, function, audience, initiative

20-90% reinforces brand (depending on strategy)

PromisesExpectationsPositionAttributesPersonality

Yourorganization

© Sametz Blackstone Associates

Use every communication to build brand and meaning

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(Compelling)Coherence

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6Action1 2 3

54

67

Put it together,and put it to work.

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It takes a village

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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

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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

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64

Match platform to purpose

Social Networks

Blogs

Twitter

Multimedia

© Sametz Blackstone Associates

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Match platform to purpose

Social Networks

Blogs

Twitter

Multimedia

© Sametz Blackstone Associates

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66

Match platform to purpose

Social Networks

Blogs

Twitter

Multimedia

© Sametz Blackstone Associates

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67

Match platform to purpose

Social Networks

Blogs

Twitter

Multimedia

© Sametz Blackstone Associates

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Engagement

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71 2 3

54

67

Own your brand, and keep it healthy

Sustainability

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70

This is a process, not an event.

© Sametz Blackstone Associates 70

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71

Effective communications deliver value over time

© Sametz Blackstone Associates

ResearchKnow where you stand––and where you an go

1 ConstituentsKnow whom you serve and why they care

2 Brand foundationBe who you are; become what you want to be

3

MessagingCraft your messages–– in their words

4 Visual identityLook the part, be the part

5

ActionPut it together, and put it to work

6Engagement + SustainabilityOwn your brand, and keep it healthy

Engagement + SustainabilityOwn your brand, and keep it healthy

7

Measure / retune

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Build a framework, not a prison.

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Evolution

73

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The Plan

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We take a scientific approach…

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0 Set up the lab

1 Define the question

2 Observe

3 Investigate

4 Hypothesize

5 Experiment

6 Analyze

7 Retest

The Scientific Method

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Oset up the lab

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Structures—Doughnut—Tower—Solar system

Policies—No policy—No! policy—Spokesmodel—A-Team—Train

Profiles

Setting up the lab

© Sametz Blackstone Associates

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1define the question

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What’s the best use of social media in my organization?

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2observe

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Grow bigger ears – and eyes.

Paraphrase of Chris Brogan

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3investigate

ScopeAudiencesContent ResourcesOutcomesMeasurement

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Scope

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Audiences

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Resonance & Dissonance

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Content

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Resources

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Outcomes

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Measurement

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4hypothesize

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For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.

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5experiment

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Observation ≠ participation.

You have to do it.

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6analyze

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Numbers Sentiment Actions

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7retest

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It takes practice.

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Who I am

Tamsen McMahon Director of Digital and

Strategic Initiatives, Sametz Blackstone Associates

15+ years in non-profits

[email protected] tamsenmcmahon.com @tamadear