Preparing Social Media Ambassadors

1. Preparing Your Social Media
Ambassadors for Success!
Beth Kanter
Master Trainer, Speaker, and Author

2. Beth Kanter: Master Trainer, Author, Speaker and Blogger
@kanter

3. Agenda

4. 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.

5. 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

6. 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

7. Here’s Why: Trust of Nonprofit Brands Is Eroding

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

9. 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 ….

10. Wake International

11. Wake International

12. The Process
1: Buy In 2: Guidelines
3: Support 4: Activate
Insiders

13. 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

14. 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

15. Purpose Audience
Persona Tone
Profile
Activate Ambassador Strategy Aligns with Brand

16. Brand Twitter Account: Save the Children
Audience:
Supporters, Donors,
Advocates

17. Audience:
Influencers, Donors
Journalists, Policy
Makers, World
Leaders

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

19. 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?

20. Your Social Profile Is Like An Elevator Pitch!

21. Example: @markflannceo

22. Example: @EttoreRossetti

23. Example: @mkanyoro

24. Three Engagement Styles
1: STORYTELLER 2: CURATOR
3:
CONVERSATIONALIST

25. Storyteller: Work Life Moment

26. Storyteller: Humor

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

28. Conversationalist: Say Thanks

29. Conversationalist: Reply

30. Techniques to Have Conversations Twitter
• Personal Engagement: One-on-one
responses to followers
• Event Engagement: Online Event at
a particular time and place

31. 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

32. Social Media Ambassadors from the Outside
Research Recruit
Support Activate
Outsiders

33. Social Media Ambassadors: Prospect Research

34. Social Media Ambassadors: Vet
Relevant Relationship
Connected Credible

35. Social Media Ambassadors: Communication and Coordination
• To make it easy to keep
them in the loop
• Campaign updates and
actions

36. 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.

40. GivingTuesday Toolkit Customized by Nonprofit

41. GivingTuesday Toolkit Customized by Nonprofit

42. Customized for Your Nonprofit

43. Customized for Your Nonprofit

45. Branded Visual Content Optimize for Social Channels
Pro Tip: Use Canva for Nonprofits

46. Optimized for Campaign Phases

47. Inspirational

48. Thank You

49. Encourage Storytelling: #mygivingstory

50. 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.

52. Example

53. Giving Day Example: Encouraging Storytelling – Red Cross

54. Encourage Storytelling: Examples and P
http://www.bethkanter.org/storytelling/

55. Encourage Storytelling: Ambassadors Matching Grant

56. Encourage Storytelling: Fundraiser Event – Hold A Sign

57. Encourages Personal Narrative – Shared and Reshared

58. Encourage Storytelling: Post On Social Channels

59. Social Media Ambassadors: Activate

60. Cheering Them On!

61. Saying Thank You

62. Executive Director

63. Participating

64. Communications Director

65. Participating

66. Saying Thank You

67. 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!!

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