Preparing Your Social Media Ambassadors for Success!

Beth Kanter Master Trainer, Speaker, and Author

Beth Kanter: Master Trainer, Author, Speaker and Blogger

@kanter

Agenda

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

Here’s Why: Trust of Nonprofit Brands Is Eroding

They Are Already Using Social Media Anyway, Why Not Leverage?

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 ….

Wake International

Wake International

The Process

1: Buy In 2: Guidelines

3: Support 4: Activate

Insiders

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

Purpose Audience

Persona Tone

Profile

Activate Ambassador Strategy Aligns with Brand

Brand Twitter Account: Save the Children

Audience: Supporters, Donors,

Advocates

Audience: Influencers, Donors Journalists, Policy

Makers, World Leaders

“Be yourself because everyone else is already taken.” - Oscar Wilde

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?

Your Social Profile Is Like An Elevator Pitch!

Example: @markflannceo

Example: @EttoreRossetti

Example: @mkanyoro

Three Engagement Styles

NETWORKER

1: STORYTELLER 2: CURATOR

3: CONVERSATIONALIST

Storyteller: Work Life Moment

Storyteller: Humor

Content Curator

Show people why you are motivated by your cause and to help them connect with it

Conversationalist: Say Thanks

Conversationalist: Reply

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 from the Outside

Research Recruit

Support Activate

Outsiders

Social Media Ambassadors: Prospect Research

Social Media Ambassadors: Vet

Relevant Relationship

Connected Credible

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.

GivingTuesday Toolkit Customized by Nonprofit

GivingTuesday Toolkit Customized by Nonprofit

Customized for Your Nonprofit

Customized for Your Nonprofit

Branded Visual Content Optimize for Social Channels

Pro Tip: Use Canva for Nonprofits

Optimized for Campaign Phases

Inspirational

Thank You

Encourage Storytelling: #mygivingstory

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.

Example

Giving Day Example: Encouraging Storytelling – Red Cross

Encourage Storytelling: Examples and P

http://www.bethkanter.org/storytelling/

Encourage Storytelling: Ambassadors Matching Grant

Encourage Storytelling: Fundraiser Event – Hold A Sign

Encourages Personal Narrative – Shared and Reshared

Encourage Storytelling: Post On Social Channels

Social Media Ambassadors: Activate

Cheering Them On!

Saying Thank You

Executive Director

Participating

Communications Director

Participating

Saying Thank You

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!!

Thank you!

www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter Resources: bethkanter.wikispaces.com/donorpath