Establishing a strong brand and clear messages is essential before deploying social media strategically to support organizational goals. The presentation outlined how to translate a brand into a digital presence across various social media platforms like Facebook, Twitter and email to get people engaged and mobilized. It emphasized maintaining consistent branding across all channels while using each one to tailor messaging and build targeted relationships.

1. Using Social Media to Launch
Your Campaign or Organization
Brand and Message
October 5, 2010

3. What We’re Going to Do Tonight
• Establishing your brand
• Translating brand into your digital
presence

4. What You’re Up Against

5. Why START our presentation
with branding?
• Social media isn’t a
SOLUTION, it’s a tool that can
be deployed strategically in
support of a larger
organizational or campaign
goal.
• A brilliant social media
strategy cannot compensate
for a campaign or organization
that lacks a strong,
memorable brand.

6. What’s a brand?
**What promise does your brand make?**

7. Example: Ben & Jerry’s v. Godiva

8. Must-Haves of a Brand Promise
 It must respond to a need or
problem FedEx will get my package
there overnight.
 It must differentiate you from the
competition
 It must be simple to understand
 It must be compact
Volvo will keep my family safe.
 It must be easy for customers
to translate into their own
words
 It must be about one thing
 It must be emotionally powerful
Obama will change the direction
of our country.

9. What are Messages?
It’s the economy, stupid.

11. Content and Distribution
Channels
PR
TV/Ads
Pla$orm:
content
Influencers
Partner
Email
Search
Mobile
Facebook
YouTube
Events
Twi7er
(blogs)
organizaIons
Online
ads
Your brand is
everywhere, and
it’s consistent!

12. Baseline: Website
• Your website houses your content
• Content’s purpose:
– Who we are (delivering on the promise)
– How you can join us
– What we’re doing and why it’s so crucial
– Who pays the bills
• Most people won’t come back to your site
voluntarily…you need to go out and get
them

13. Use Your Channels for Message
– Getting to know you
• Search engine visibility
• Presence on major platforms and networks
• Building the relationship
– News/Rapid response
• Twitter (esp. for media and influentials)
• Email list
• Know what your opposition is doing online
• Mobilization
– Niche marketing, not mass
– Use channels to tailor your message and make it relevant
– Build relationships

14. SEARCH

15. Source:
Quantcast;
h7p://www.slideshare.net/FredSolop/
social-­‐media-­‐and-­‐poliIcs-­‐may-­‐20-­‐2009

17. Message: Bulk Email
Collect email at every chance you get
– Site
– Events
– All posters, collateral
• Google Groups
– Segment, internal
• StreamSend, MyEmma, Constant Contact
– Stats, spam filters, segmenting

21. Running on PEOPLE
• It’s all about retail politics!
– Thank you’s, follow ups and celebrations!
– Give people a chance to grow
• LIST MAINTENANCE
– Your list is your source of power!
• Social Events outside of just electoral work
– People come for the cause and stay for coffee
• Social Networks are key
– They save money and time
– Positive use of social pressure – the bandwagon effect.
Source:
Tanya
Tarr,
h7p://www.slideshare.net/tanyatarr/
being-­‐the-­‐change-­‐in-­‐acIon

23. Mobilizing

24. Mobilizing
• Google Calendar
• MeetUp
• Facebook
• Upcoming.com
• Office Hours
• Emails!

25. Good Sites
• epolitics.com
• NTEN.org
• neworganizing.com
• http://personaldemocracy.com/
• What You Need to Know About Facebook
Marketing: http://bit.ly/ce4qLL
• PDF “Who to Hire”

26. Finally…
• Don’t underestimate interns and young
staffers
• But don’t shortchange your web program.
It IS worth your personal and loving
attention!