Social Media for Social Good

Positioning: The Battle for Your Mind

It’s a Crowded Marketplace

Crowd in Venice by Will Hybrid, http://www.flickr.com/photos/wili/146700222/

Media Types

• Billboards• Mail• Magazines• Newspapers• Books• Radio

• Broadcast TV• Cable TV• Email• Web• Mobile

Even Here!

Image credit: http://farm1.static.flickr.com/223/478592465_7aaec23ede.jpg

Add a Fractured Social Media Environment and You Get…

Light Chaos by Kevin Dooley, http://www.flickr.com/photos/pagedooley/3199296759/

Consider the Greenspace

• Green Options• TreeHugger• The Daily Green• EcoGeek• NYTimes: Dot Earth and

Green Inc.• It’s Getting Hot In Here

Community

• EDF• Greenpeace• National Wildlife Fund• Defenders of Wildlife• Sierra Club• EPA• Stop Global Warming• Al Gore

Positioning

Or Seduction

“Don’t play semantic games with the prospect. Advertising is not a debate. It’s a seduction.”

- Al Ries and Jack Trout, Positioning

Strategies to Stand Out

• Understanding your place in the market• Don’t go head to head w/ 800 lb. gorillas• Instead try to seize first within your niche• Differentiate and separate• Reposition the competition• Naming is everything!• Line extensions = bad

The Ries and Trout Nonprofit Example

Additional Nonprofit Examples

Additional Nonprofit Examples

Your Thoughts?