big duck brandraisingthroughsocialmedia
TRANSCRIPT
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Jenna Silverman & Farra Trompeter Big Duck
JDS Social Media AcademyMarch 5, 2013
Brandraising Through Social Media
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Are you on Twitter?• Use #JDSacademy• I’m @farra• @bigduck works too
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Reasons Nonprofits Communicate
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TakeawayConsistency counts
ExerciseLayout your materials and review, no agenda
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bigducknyc.comPhoto by Tax Credit
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PositioningThe big differentiating idea you strive to own in the minds of your audiences
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Craft your positioning and use it to inform and evaluate your communications.
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PersonalityThe overarching feeling you want people to associate with you.
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Define your personality so you can keep your tone and style consistent.
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TakeawayPositioning and personality can drive your communications and connect it all back to your mission
ExerciseDefine your positioning and personality as a team and then assess your materials against them
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So, what about social media?
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bigducknyc.comhttp://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
bigducknyc.comhttp://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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Facebook logo
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Tips for channelsFacebook• Post historical content
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Tips for channelsFacebook• Post old content• Use your timeline photo
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Tips for channelsFacebook• Post old content• Use your timeline photo• Post a picture that links to an article
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Tips for channelsFacebook• 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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Twitterlogo
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Tips for channelsTwitter• Host a Twitter chat
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Tips for channelsTwitter• Host a Twitter chat• Share content only on that platform
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Tips for channelsTwitter• Host a Twitter chat• Share content only on that platform• Have fun with your tone
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Tips for channelsTwitter• 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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ExerciseHow would you rewrite your 5 most recent posts to better reflect your brand
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Case studies
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Can you control your brand in social media?
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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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Remember…• Be consistent• Use your positioning and
personality to guide your content• Be interactive and conversational• Have fun• Let go
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Resources• Brandraising: How Nonprofits Raise
Visibility and Money Through Smart Communications, Sarah Durhamwww.amazon.com
• Big Duck websitehttp://www.bigducknyc.com
• Duck Call Bloghttp://www.bigducknyc.com/blog
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Resources• Nonprofit Technology Network (NTEN)
http://www.NTEN.org
• Nonprofit Social Media Decision Guidehttp://idealware.org/reports/nonprofit-social-media-decision-guide
• Finding Your Brand Voicehttp://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/
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Contact Big Duck bigducknyc.com
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facebook.com/bigduck
twitter.com/bigduck
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Thanks!