Post on 15-May-2015
description
Sametz Blackstone Associates
Social Media + ? = $
Tonight
DetailsThe ChallengesAn AnswerThe ProcessThe Plan
Who I am
Tamsen McMahon Director of Digital and
Strategic Initiatives, Sametz Blackstone Associates
15+ years in non-profits
tamsen@sametz.com tamsenmcmahon.com @tamadear
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
The Challenges
Managing multiple lines of business
Answering to more affinity groups than ever
…throughmore channelsthan ever
…to people with competing allegiances
Balancing diverse income streams
…and multiple bottom lines
Creating loyalty to the forest, but not the trees
So what happens?
This.
An (The?) Answer
16
BRAND
17
BRANDSOCIAL
But what does that mean?
19
BRAND≠
LOGO(And never did.)
It’s a mosaic
21
It’s about moving people closer to you…
People Awareness Comprehension Loyalty Support / AdvocacyParticipation
© Sametz Blackstone Associates
And you moving closer to them…
The process
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
1Research
Know where you stand–– and where you can go.
1 2 3
54
67
26
Qualitative
Quantitative
Research
© Sametz Blackstone Associates
Inside Outside
Motivations
Actions
Staff Env
Insight
2Constituents
Know whom you serveand why they care.
1 2 3
54
67
29
≠ members≠ single-ticket buyers ≠ donors ≠ partners ≠ media ≠ corporate sponsors ≠ government agencies ≠ volunteers ≠ board ≠ staff…
Constituents aren’t monolithic…
© Sametz Blackstone Associates
30
For a museum…
And neither are nonprofits
© Sametz Blackstone Associates
Social interaction
Education
Outreach
Exhibitions
Capital projects
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
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
Relevance
34
http://www.flickr.com/photos/10604632@N02/2673376797/
3Foundation
Be who you are; become what you want to be.
1 2 3
54
67
36
A brand foundation to build on
© Sametz Blackstone Associates
Vision + mission
Model
Areas of endeavor
Category
Brand strategy
Position Personality
37
Four branding strategies
© Sametz Blackstone Associates
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
Identity
38
Prepare your open book
4Messaging
1 2 3
54
67
Craft your messages–– in their words.
41
http://www.flickr.com/photos/stevensnodgrass/4017403148/
Clarity
Find the “God Particle”
44
1. What you are
2. What you do
45
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
46
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
Areas of focus
47
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
Initiatives,programs,opportunities
Areas of focus
48
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
Initiatives,programs,opportunities
Supportingstories
Areas of focus
49
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
Initiatives,programs,opportunities
Supportingstories
Fact sheets, giving oppts
Areas of focus
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
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
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
Resonance
51 2 3
54
67
Look the part, be the part.
Visual system
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
56
Use every communication to build brand and meaning
Tactical communications– by program, function, audience, initiative
© Sametz Blackstone Associates
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
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
(Compelling)Coherence
6Action1 2 3
54
67
Put it together,and put it to work.
It takes a village
62
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
63
Architecture for action
© Sametz Blackstone Associates
Awareness Comprehension Participation Loyalty Support
Desired outcome
Season kit
Membership
Development kit
Digital
Postcard / mailers
Donor newsletter
64
Match platform to purpose
Social Networks
Blogs
Multimedia
© Sametz Blackstone Associates
65
Match platform to purpose
Social Networks
Blogs
Multimedia
© Sametz Blackstone Associates
66
Match platform to purpose
Social Networks
Blogs
Multimedia
© Sametz Blackstone Associates
67
Match platform to purpose
Social Networks
Blogs
Multimedia
© Sametz Blackstone Associates
Engagement
71 2 3
54
67
Own your brand, and keep it healthy
Sustainability
70
This is a process, not an event.
© Sametz Blackstone Associates 70
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
Build a framework, not a prison.
Evolution
73
The Plan
We take a scientific approach…
76
0 Set up the lab
1 Define the question
2 Observe
3 Investigate
4 Hypothesize
5 Experiment
6 Analyze
7 Retest
The Scientific Method
Oset up the lab
78
Structures—Doughnut—Tower—Solar system
Policies—No policy—No! policy—Spokesmodel—A-Team—Train
Profiles
Setting up the lab
© Sametz Blackstone Associates
1define the question
80
What’s the best use of social media in my organization?
2observe
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
3investigate
ScopeAudiencesContent ResourcesOutcomesMeasurement
Scope
Audiences
Resonance & Dissonance
Content
Resources
Outcomes
Measurement
4hypothesize
92
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
5experiment
94
Observation ≠ participation.
You have to do it.
6analyze
Numbers Sentiment Actions
7retest
It takes practice.
Who I am
Tamsen McMahon Director of Digital and
Strategic Initiatives, Sametz Blackstone Associates
15+ years in non-profits
tamsen@sametz.com tamsenmcmahon.com @tamadear