BRANDING 2.0 FOR NGOSCORE ASPECTS OF A SOCIAL MEDIA STRATEGY

BERLIN // DECEMBER 2009

TORSTEN HENNING HENSELPARTNER // CREATIVE CONSULTANT

NOUVÉ INTERPLAY

WWW.NOUVE.EUWWW.NOUVE-INTERPLAY.COM

WWW.TWITTER.COM/NOUVE_INTERPLAYWWW.FACEBOOK.COM/NOUVE.INTERPLAY

NOUVENEXT.TUMBLR.COMNOUVENET.MIXXT.ORG

WWW.FLICKR.COM/PHOTOS/39588385@N05/3657975883

Social media is called social media because the media‘s use and purpose are social.

WWW.FLICKR.COM/PHOTOS/IAINJOHNMORRISON/4035928764

THIS MEANS: WEB 2.0 IS NOT JUST ANOTHER

ADVERTISING OR PR CHANNEL. IT‘S ABOUT PEOPLE

AND RELATIONSHIPS AND SOCIAL EXCHANGE.

WWW.FLICKR.COM/PHOTOS/ALE2000/3311489900

WEB 1.0:

O2S[ORGANIZATION] [STAKEHOLDER]

WEB 2.0:

O2S2S2O2S2S2S2O...

DISTRIBUTINGMESSAGES

MANAGINGEXCHANGE

VS.

WWW.FLICKR.COM/PHOTOS/MOOGY/3046483472

WEB 2.0

WEB 1.0

WWW.FLICKR.COM/PHOTOS/KK/230544325

WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769

TARGET GROUPS

INTEREST GROUPSVS.

WWW.FLICKR.COM/PHOTOS/DIGITALTOOL/2989480060

WEB 2.0

WEB 1.0

WWW.FLICKR.COM/PHOTOS/EPICHEROADAM/128320242

TOP-DOWN

BOTTOM-UPVS.

WWW.FLICKR.COM/PHOTOS/BRIANKRIJGSMAN/3376880569

WEB 2.0

WEB 1.0

Through social media, communication channels are exploding, creating

A MULTI MILLION ARENA WORLD.

This makes it increasingly difficult to be present whereever the stakeholders are.

Being on Facebook and Twitter is not enough to connect with a highly scattered audience. A good social media strategy must go further.

WWW.FLICKR.COM/PHOTOS/THOMASHAWK/2751554048

ActionAid Adventist Development and Relief Agency International African Medical and Research Foundation Agency for Personal Service Overseas Aid to the Church in Need AMDA International Amnesty International

Asia Institute of Management Charities Aid Foundation Christian Children's Fund Christian Solidarity International Consumers International Counterpart International CUSO Department for International

Development Food and Agricultural Organization of the United Nations Foodfirst Information and Action Network Ford Foundation Freedom House Friends of the Earth International Friends World Committee for

Consultation German Appropriate Technology Exchange Greenpeace International Institute of Cultural Affairs International Intermediate Technology Development Group International Confederation of Free Trade Unions

International Cooperative Alliance International Council of AIDS Service Organizations International Council on Social Welfare International Development Research Centre International Federation of ACAT - Action by

Christians for the Abolition of Torture International Finance Corporation International Labour Organization International Movement Against All forms of Discrimination and Racism International Ocean Institute

International Society for Human Rights Islamic Relief Worldwide Leadership for Environment and Development Oxfam International Penal Reform International Population Council Public Services International Rainforest

Foundation International Salvation Army Save the Children Telecommunication Development Bureau UNICEF - United Nations Children's Fund UNEP United Way International World Bank Institute World Business Council for

Sustainable Development World Food Programme World Institute for a Sustainable Humanity WHO - World Health Organization World Organization of the Scout Movement World Vision International World Wide Fund for

Nature Youth With A Mission Centre on Human Rights Committee on the Elimination of Discrimination Commonwealth Human Rights Institution Dorcas Aid International Earthwatch Institute Green Cross

International International Association of Democratic Lawyers International Association of Drilling Contractors International Human Rights Law Group International League of Human Rights No Peace Without Justice

International Opportunity International Shelter Now International UN Centre for Regional Development World Conference of Labour World Water Council

1. EVEN NON-PROFIT ORGS ARE PART OF THE MARKET AND ITS COMPETION

IN THE AGE OF CONVERSATION,ATTENTION IS BECOMING A SCARCE RESSOURCE

THE WORLDWIDE NGO DIRECTORY LISTS 17,545 EUROPE-BASED NON-GOVERNMENTAL ORGANIZATIONS.

THE DIRECTORY OF DEVELOPMENT ORGANIZATIONS LISTS 53,750 DEVELOPMENT ORGANIZATIONS WORLDWIDE.

ASSOCIATIONS UNLIMITED LISTS MORE THAN 456,000 NON-PROFIT ORGANIZATIONS WORLDWIDE.

CHARITY OVERFLOW...

WWW.FLICKR.COM/PHOTOS/KELLYSFACE/3695963815/

AND NOT TO FORGET:

EVERY YEAR, AN AVERAGE CONSUMER SEES OR HEARS 1 MILLION MARKETING MESSAGES – THAT'S ALMOST 3,000 PER DAY... AND DEFINITELY MORE THAN ANY BRAIN LOVES TO DIGEST.

UUH, IMPRESSIVE FACTS – OR RATHER: DEPRESSING FACTS, EH?

SO, WHERE‘S THE F***ING SOLUTION?OK, STEP BY STEP ;-)

UNDERSTAND YOURSELF AS A BRAND AND WHAT YOU DO AS A (SOCIAL) SERVICE.*

* WITHOUT A DISTINCTIVE BRAND ATTITUDE YOU WILL DROWN IN THE FLOOD OF VOICES AND NOISES. YOUR BRAND IS THE MOST EFFICIENT AND MOST EFFECTIVE DIFFERENTIATION FACTOR YOU HAVE. AND THAT‘S NOT JUST MARKETING BLAH. IT‘S THE LATEST RESULTS FROM NEUROSCIENCE.HTTP://UPLOAD.WIKIMEDIA.ORG/WIKIPEDIA/COMMONS/A/A5/TSUNAMI_BY_HOKUSAI_19TH_CENTURY.JPG

A TRADE MARK (These are legal properties.)

A MISSION STATEMENT (This is a reminder.)

A LOGO OR SLOGAN (These are your signatures.)

A PRODUCT OR SERVICE (These are just the tangibles.)

ADVERTISING (They deliver your messages.)

HTTP://WWW.SLIDESHARE.NET/IMOOTEE/60-MINUTE-BRAND-STRATEGIST-LIMITED-EDITION

A BRAND IS NOT…

HTTP://FARM1.STATIC.FLICKR.COM/53/163875481_57F3D58CE8.JPG

Some definitions to make sure we talk about the same now...

POINT OF VIEW Branding is a strategic point of view, not a select set of marketing activities.

CUSTOMER VALUE Branding is central to creating customer value, not just sound bites and images.

COMPETITIVE ADVANTAGE Branding is a key tool for creating and sustaining competitive advantages.

ENGINEERED Brand strategies must be “engineered” into the strategic planning process.

ALIVE Brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.

LOGIC AND EMOTION Branding is part science and part art.

A BRAND IS… WWW.FLICKR.COM/PHOTOS/24863129@N03/2347868601

Some definitions to make sure we talk about the same now...

HTTP://WWW.SLIDESHARE.NET/IMOOTEE/60-MINUTE-BRAND-STRATEGIST-LIMITED-EDITION

Some definitions to make sure we talk about the same now...

AND ABOVE ALL, A BRAND IS… PARTICIPATORY

* AND IT IS THE MORE PARTICIPATORY THE MORE SOCIAL IT IS.

*

WWW.FLICKR.COM/PHOTOS/NOAMG/218169158

2. IN A WEB 2.0 CONTEXT, THE ROLE OF THE BRAND IS CHANGING

IN THE AGE OF CONVERSATION, BRANDS BECOME PLATFORMS FOR SOCIAL EXCHANGE

BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448

MORE AND MORE, CUSTOMERS ARE INVITED NOT JUST TO BUY THINGS BUT TO DO THINGS. ON THE PLATFORM OF EBAY, WIKIPEDIA, FLICKR AND YOUTUBE, PEOPLE SELL THINGS, SHARE KNOWLEDGE, BROADCAST VISUAL IDEAS. SONY ERICSSON SHOWS HOW ITS MOBILES ENABLE PEOPLE TO DO WHAT THEY LOVE. PEUGEOT INVITES CUSTOMERS TO BECOME CAR DESIGNERS, AND CROWDSPIRIT GETS LARGE NUMBERS OF PEOPLE TO INVENT NEW ELECTRONIC PRODUCTS.

ACROSS THE DEVELOPED WORLD, CONSUMERS ARE BECOMING ACTIVE, EVEN ACTIVISTS, AND BRANDS THEIR PLATFORM. IT’S A LESS EMOTIONAL, MORE PRACTICAL RELATIONSHIP – PEOPLE DON’T LOVE EBAY, THOUGH THEY LOVE WHAT IT ALLOWS THEM TO DO. AS CONSUMERS ARE INVITED NOT TO BUY BUT TO WORK, FUNCTIONALITY REALLY MATTERS. CREATING A BRAND, AND DESIGNING THE SERVICE BEHIND IT, ARE BECOMING INSEPARABLE.

HTTP://WWW.WOLFFOLINS.COM/BRANDNEXT

OURIS THE ONLY

THAT .

offering

category

benefit

Onliness statement The essence of your positioning

BEFORE DOING ANYTHING, ORGANIZATIONS SHOULD PRECISELY DEFINE WHAT THEY STAND FOR AND WHAT THEY ENABLE PEOPLE TO DO.

SOURCE: NEUTRON LLC

BECOME A FACILITATOR: OFFER PEOPLE A PLATFORM TO GET ACTIVE THEMSELVES

JUST DOING FUNDRAISING SUCKS! PEOPLE ARE MORE THAN WALLETS WITH A MOUTH...

WWW.GEEKOLOGIE.COM/2007/05/CASH-WALLET.JPG

YOUR ORGANIZATION HELPS AIDS ORPHANS IN AFRICA. AND YOU NEED FINANCIAL SUPPORT FROM PEOPLE TO DO YOUR WORK. THANKS TO SOCIAL MEDIA YOU HAVE THE CHANCE TO LET THEM PARTICIPATE IN YOUR ADVENTURES. EVEN MORE: MAKE THEM HELP THE AFRICAN CHILDREN. MAKE THEM SEE YOU AS THE SERVICE PROVIDER THAT ENABLES THEM TO HELP.

SWITCH YOUR DOMINANT PERSPECTIVE FROM YOU TO THEM...

AN EXAMPLE

RE-THINK YOUR THINKING

*AS A RESULT, YOU WILL FIND A LOT OF (BRAND) FANS WHO WILL HELP YOU SPREAD YOUR IDEAS AND GOALS. AND THIS, IN TURN, WILL SOONER OR LATER ALSO FILL YOUR POCKETS WITH THE MONEY YOU NEED TO DO YOUR JOB.

*

WEB 2.0 MAKES PEOPLE BECOME CO-CREATORS OF VALUE. IF YOU WANT TO SUCCEED IN WEB 2.0 GIVE THEM AN OPPORTUNITY TO CO-CREATE!

HTTP://WWW.FLICKR.COM/PHOTOS/NAWALIEEX3/3446850872

KNOWING WHAT YOU STAND FOR AND WHAT YOU ENABLE PEOPLE TO DO IS THE BASIS FOR DEVELOPING A UNIQUE (SOCIAL) SERVICE – AND FOR A CONTENT THAT PEOPLE REALLY WANT (BECAUSE IT IS VALUABLE FOR THEM).

WWW.FLICKR.COM/PHOTOS/38043424@N07/3576721229

3. COMMUNICATION 2.0 MEANS: LEARN TO LISTEN AND TO TWEET

THERE ARE NO RULES IN SOCIAL MEDIA, BUT AN ETIQUETTE ONE SHOULD RESPECT

WWW.FLICKR.COM/PHOTOS/UNIVERSITYOFSUSSEX/3378216355

HTTP

://W

WW

.FLI

CKR.

COM

/PHO

TOS/

SOYL

ENTG

REEN

23/2

9959

1129

1

@johnrobinson: I admit I'm suspicious of media folk who join Twitter, attract 100s of followers & follow only a handful. They're talking but not listening?

@jiconoclast: @johnrobinson I think your instincts are sound. Many media folks see Twitter as just another one-way publication medium.

@robyntomlin: @johnrobinson Agreed. There needs to be give and take or it's just broadcast. Best when it's a conversation.

@johnrobinson: I mean, I love addressing an audience, too, but reading you guys is much, much more entertaining and informative.

@BIF: @johnrobinson To me, the value of Twitter is listening in on what folks are talking about. Plus we've gotten some great stories via tweets.

OINNOVATE.BLOGSPOT.COM/2009/05/LISTENING-AND-FOLLOWING-BACK-ON-TWITTER.HTML

THER

E‘S

A LO

T OF

TAL

K. E

VEN

ABOU

T YO

U.LI

STEN

. LEA

RN. A

NSW

ER. I

MPR

OVE.

THER

E‘S

A LO

T OF

TAL

K. E

VEN

ABOU

T YO

U.LI

STEN

. LEA

RN. A

NSW

ER. I

MPR

OVE.

DID YOU KNOW THAT GIVING BLOOD MAKES HAPPY?

(GREAT INSIGHT AND FOOD FOR A CO0L STORY (OR CAMPAIGN))

THE WORLD IS YOUR OYSTER.SOCIAL MEDIA MEANS THAT YOUR AUDIENCE IS CHANGING – AND EXPANDING: SUDDENLY IT‘S THE WHOLE WORLD THAT CAN SEE WHAT YOU DO – AND THAT CAN SUPPORT YOU!

WWW.PRIMELINE.COM/IMAGES/WORLD_INSIDE.JPG

SOURCE: FREDCAVAZZA.NET

THERE‘S A PLATFORM FOR EVERY MESSAGE. IF NOT, CREATE YOUR OWN.ORGANIZE YOUR BRAND MESSAGES.

AUDIENCE MATTERS.

ORGANIZE YOUR BRAND MESSAGES.IF YOU CONTINUOUSLY TALK ABOUT VARIOUS TOPICS, CLUSTER THEM AND PUT THEM IN LISTS. THUS, FOLLOWERS GET THE CHANCE OF SELECTING JUST THE TWEETS AND FEEDS THEY ARE INTERESTED IN.

RELEVANCE MATTERS.

ORGANIZE YOUR BRAND MESSAGES.NOT JUST THINK ABOUT WHAT YOU WANT TO SAY BUT ALSO WHEN AND WHERE.

CONTEXT MATTERS.

4. AS THINGS ARE NEW, THINK THINGS NEW:

MEDIA 2.0 IS THE OPPOSITE OF MEDIA 1.0 – THUS, PLAYING WITH RULES 1.0 WON‘T WORK

WWW.FLICKR.COM/PHOTOS/AEA/3979840772

THINK THINGS NEW. TRY OTHER WAYS!WHEN YOU NEED MONEY, DON‘T THINK ABOUT NEW WAYS OF FUNDRAISING, THINK ABOUT NEW WAYS OF MAKING MONEY (E.G. CHARGE PEOPLE FOR USING YOUR SERVICES).

DESIGN THINKING IS A PROCESS FOR PRACTICAL, CREATIVE RESOLUTION OF PROBLEMS OR ISSUES THAT LOOKS FOR AN IMPROVED FUTURE RESULT. IT IS THE ESSENTIAL ABILITY TO COMBINE EMPATHY, CREATIVITY AND RATIONALITY TO MEET USER NEEDS AND DRIVE BUSINESS SUCCESS. UNLIKE ANALYTICAL THINKING, DESIGN THINKING IS A CREATIVE PROCESS BASED AROUND THE "BUILDING UP" OF IDEAS.

WWW.FLICKR.COM/PHOTOS/AEA/3979840868DESIGN THINKING CAN HELP YOU FIND NEW WAYS

INSIGHT GENERATION

IDEATION

EVALUATION

PROTOTYPING + TESTING

A SIMPLE PROCESSRESEARCH, PROBLEM DETECTION AND

UNDERSTANDING, DEDUCTION OFTRANSFORMATION FIELDS

CREATIVITY TECHNIQUES

IDEA GENERATIONBASED ON SUITABLE

DEEPENING UNDERSTANDING VIAPROTOTYPE-BASED TESTING OF IDEAS

DESIGN THINKING

SELECTION OF FAVORITES, IMPLEMENTATION OF LEARNINGS,

ELIMINATION OF ISSUES

TIME FOR A GREAT AND SUCCESSFUL CASE, ISN‘T IT?SO, LET‘S HAVE A LOOK AT TCKTCKTCK.ORG – A GLOBAL ALLIANCE OF LEADING INTERNATIONAL ORGANIZATIONS ADDRESSING ENVIRONMENT, DEVELOPMENT, POVERTY, HUMAN RIGHTS, HEALTH AND HUMANITARIAN ISSUES – THAT MANAGED TO ACTIVATE MORE THAN 10 MILLION PEOPLE WITHIN A FEW WEEKS – MAINLY THROUGH THE INTELLIGENT USE OF SOCIAL MEDIA.THE TCKTCKTCK CAMPAIGN IS EMBRACING A NEW ORGANIZING MODEL, A DEEPLY OPEN CAMPAIGN, TO SUPPORT A BROAD AND DIVERSE MOVEMENT ALL WORKING FOR A STRONG CLIMATE TREATY IN COPENHAGEN.

AN OPEN CAMPAIGN – DESIGNED TO BE CONTAGIOUS

THE MAIN BRAND PLATFORM:THE PEOPLE OF THE WORLD AS HEROES...

THE MAIN BRAND PLATFORM:A CLEAR FOCUS ON ENABLING...

OFFERING SPACES AND TOOLS TO PARTICIPATE AND SHARE...

MAKING BRAND FANS BECOME BRAND EVANGELISTS...

INDEPENDENT TCKTCKTCK CAMPAIGNS FROM ALL OVER THE WORLD...

THE RESULT?COPENHAGEN WILL SHOW...

THANK YOU!

Copyright © nouvé

All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables, plannings, fotos, moving pictures and sound materials as well as other stored media associated with this concept is restricted to the realisation in conjunction with nouvé.

All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the originators / rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a violation of copyright with all its legal consequences.

Want to know more? Get in contact: torsten.hensel@nouve-interplay.com