donorpath webinar
Post on 16-Apr-2017
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Preparing Your Social Media Ambassadors for Success!
Beth Kanter Master Trainer, Speaker, and Author
Definition: Social Media Ambassador
• Any stakeholder who is passionate about your organization
• Shares information about your organization on social channels
• Asks their online social networks to support to the organization.
Coordinating & Amplifying Social Media Ambassadors = Impact
“When you hear an idea from two people, it counts for twice as much as if you randomly hear it once. And if you hear an idea from ten people, the impact is completely off the charts compared to just one person whispering in your ear. Coordinating and amplifying the evangelists of your idea is a big part of the secret of marketing with impact.” Seth Godin
Start With Your Insiders!!
Staff
Board
• Believe in your organization • Have the desire to work to
make things better • Understand your nonprofit
mission and the bigger picture
• Already have great stories about your organization
• Have networks who may already be interested in your organization
• Know your organization and industry really well
• May already be using social media channels
Organizations of all sizes can benefit from using insiders as social media ambassadors too boost their fundraising and marketing campaigns …. Let’s look at some examples ….
12 Word Social Media Personal Use
Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal
Dos and Don’ts
Social Media Ambassadors: Support, Activate
• Survey of social media use • Review guidelines • Training sessions
• Stories • Brand collateral • Brand social media • How to support with
personal social media accounts
• Fun Contest • Activate and Support for
specific campaigns
Take A Quiet Minute To Uncover Your Authentic Brand
• What’s your super power?
• What do people frequently praise you for?
• What makes the way you achieve results unique?
• What energizes you?
Techniques to Have Conversations Twitter
• Personal Engagement: One-on-one responses to followers
• Event Engagement: Online Event at a particular time and place
Your nonprofit also has plenty of “outsiders” who love your organization Why not put them to work as social media ambassadors and boost your fundraising campaigns or programs?
Image: NY Times
Social Media Ambassadors: Communication and Coordination
• To make it easy to keep them in the loop
• Campaign updates and actions
Provide A Communications Toolkit with Basics
• Overview of organization and campaign
• Talking points • Brand and Staff social
media accounts • Hashtags • Sample FB Updates • Sample Tweets • Sample LinkedIn Updates • Visual Content for
different channels, different campaign messages
• List of collateral materials online – logos, important links, etc.
Encourage Storytelling Practice
Good stories are authentic, emotional, and use dramatic structures. The person telling the story share some vulnerabilities and that sparks a connection to the audience.
Summary
1.Establish objectives – financial and non-financial
2.Start internally with staff and board 3.Build a base of external ambassadors 4.Arm them with a toolkit to spread the
word on social channels with great content 5.Encourage and support storytelling 6.Activate, Support, Coordinate 7.Have fun!!
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