FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS

Monday May 18 2009

ABOUT CHRIS BAILEY

Principal & Community Strategist for Gravit8 Worked in & with nonprofits for last 15 years Background in membership, marketing, online

communications & community development Working on grad degree in business

anthropology I love baseball, football, pro roller derby, dark

beer, barbeque, sci-fi & horror movies…

THIS ISN’T ABOUT ME, THOUGH…

…THIS IS ABOUT YOU!

THINK ABOUT:

Who you are Where you work What you want to get from this

experience What you’re going to do with your

learning tomorrow

WHY IS THIS IMPORTANT?

WHY SUPPORT YOUR NONPROFIT?

Your CONSTITUENTS…DonateAdvocateVolunteer

WHY?

WHY SUPPORT YOUR NONPROFIT?

WHY SUPPORT YOUR NONPROFIT?

IT’S ALL ABOUT THEM!

Or more accurately…

PEOPLE ARE MOTIVATED BY…

Yep, Self-Interest

PEOPLE ARE MOTIVATED BY…

Folks create their own MEANING…

Your challenge is to connect your brand to themthrough THEIR OWN STORIES

HOW?

A little algebra: C x (M + Tn) = A

CONTENT…YOUR WORKMEANING…THEIR STORIESCONVERSATIONS…TELL WORLDAWARENESS or AWESOMENESS

THIS BRANDING THING

BRAND STRATEGY

QUESTION:

DOES YOUR ORGANIZATIONHAVE A BRANDING STRATEGY?

WHAT IS A BRAND?

A powerful brand should evokeFEELINGS

The STRONGER the BETTER

FAMILIAR BRANDS

FAMILIAR BRANDS

FAMILIAR BRANDS

FAMILIAR BRANDS

FAMILIAR BRANDS

FAMILIAR BRANDS

FAMILIAR BRANDS

BRING YOUR BRAND TO LIFE

BRAND MODEL

BRAND MODEL

CONSISTENCY FOCUS TRUST PARTNERSHIP

BRAND MODEL

CONSISTENCY

Message :: Connect your image and efforts

BRAND MODEL

FOCUS

Effectiveness :: Know what your organization stands for and commit

BRAND MODEL

TRUST

Relationship :: Cornerstone of integrity and belief in your mission

BRAND MODEL

PARTNERSHIPCollaborations :: Work together to accomplish more

BRAND MODEL

THE FIVE KEYS

THINK INSIDE FIRST

Your inside mirrors outside objectives

KEY #1: DEVELOP INTERNAL BRAND STRATEGY

FIND YOUR AMBASSADORS

Do you know who your most passionate supporters are?

FIND YOUR AMBASSADORS

Mine your database

Monitor social media channels

Don’t be afraid tocreate lemonade

FIND YOUR AMBASSADORS

Remember: THERE IS A VAST FIELD OF SUPPORTERS OUT THERE!

KEY #2: CREATE A MONITORING PLAN

ENGAGE YOUR AMBASSADORS

Content is YOUR STORY

DO YOU HAVE A STORY?

ENGAGE YOUR AMBASSADORS

Who is the HERO of your story?

What PROBLEM will they

overcome?

How will it END?

ENGAGE YOUR AMBASSADORS

Appeal to their deepest WANTS & DESIRES

Find out the VALUE for them…Is it SOCIAL STATUS?

FEELING GOOD?

ENGAGE YOUR AMBASSADORS

Use the talents you already have

Identify TALENTS & GIFTS of your volunteers

ENGAGE YOUR AMBASSADORS

It’s finding this guy

and realizing he can do this

KEY #3: MAKE YOUR STORY THEIR STORY

EQUIP YOUR AMBASSADORS

STORIES: What are the meanings for your supporters?

Help them tell their stories

EQUIP YOUR AMBASSADORS

Is your website a story-ready campfire?

EQUIP YOUR AMBASSADORS

Can your supporters tell their story through their networks?

EQUIP YOUR AMBASSADORS

Your Storyis

Their Storyis

Your Story

KEY #4: MAKE TELLING THEIR STORY EASY

RECOGNIZE YOUR AMBASSADORS

Does your organization have a RECOGNITION program?

RECOGNIZE YOUR AMBASSADORS

Recognition programs can take many forms

DON’T BE AFRAID TO ASK

RECOGNIZE YOUR AMBASSADORS

Show you value your supporters, their stories, their work for your organization

RECOGNIZE YOUR AMBASSADORS

What’s the price tag on their support?

KEY #5: CREATE A RECOGNITION PLAN

BONUS!!! GO LONG

Create your own brand experience

What does your organization want to be known for?

KEY #6: BUILD A MOVEMENT NOT A CAMPAIGN

FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS

Monday May 18 2009

FIVE KEYS TO ENGAGING YOUR ONLINE BRAND AMBASSADORS

Monday May 18 2009

THANKS…NOW GO KICK BUTT!~CHRIS

PHONE: 512.394.3598EMAIL: CHRIS@GRAVIT8.COM

TWITTER: @CHRIS_BAILEY

FULL SLIDES AVAILABLE AT WWW.GRAVIT8.COM