Branding 2.0 for NGOs

TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUVÉ INTERPLAY

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NOUVENET.MIXXT.ORG

BRANDING 2.0 FOR NGOS
CORE ASPECTS OF A SOCIAL MEDIA STRATEGY
BERLIN // DECEMBER 2009

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

Social m edia is called social media because
the med ia‘s use and purpose are social.

WWW.FLICKR.COM/PHOTOS/IAINJOHNMORRISON/4035928764

WWW.FLICKR.COM/PHOTOS/ALE2000/3311489900

S: WEB 2.0 IS NO T JUST ANOTHER
THIS MEAN ABOUT PEOPLE
ADVERTISING OR PR CHANNEL. IT‘S
E.
CIAL EXCHANG
AND RELAT IONSHIPS AND SO

WEB 1.0:

[ORGANIZATION]
O2S [STAKEHOLDER]

WEB 2.0:

O2S2S2O2S2S2S2O...

WWW.FLICKR.COM/PHOTOS/KK/230544325

WEB 1.0 MANAGING
VS.
DISTRIBUTING EXCHANGE
MESSAGES WEB 2.0

WWW.FLICKR.COM/PHOTOS/MOOGY/3046483472

WWW.FLICKR.COM/PHOTOS/DIGITALTOOL/2989480060

WEB 1.0
INTEREST
TARGET GROUPS
GROUPS VS.
WEB 2.0

WWW.FLICKR.COM/PHOTOS/I_RULE/3886135769

WWW.FLICKR.COM/PHOTOS/BRIANKRIJGSMAN/3376880569

WEB 1.0
TOP-DOWN
VS.

BOTTOM-UP
WEB 2.0

WWW.FLICKR.COM/PHOTOS/EPICHEROADAM/128320242

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.

WWW.FLICKR.COM/PHOTOS/THOMASHAWK/2751554048

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

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...

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.

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

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 DIS
TINCTIVE BRAND
ATTITUDE YOU W
ILL DROWN IN TH
FLOOD OF VOICE E
S AND NOISES.
YOUR BRAND IS
THE MOST
EFFICIENT AND M
OST EFFECTIVE
DIFFERENTIATION
FACTOR YOU
HAVE. AND THAT
‘S NOT JUST
MARKETING BLAH
. IT‘S THE LATEST
RESULTS FROM N
EUROSCIENCE.
HTTP://UPLOAD.WIKIMEDIA.ORG/WIKIPEDIA/COMMONS/A/A5/TSUNAMI_BY_HOKUSAI_19TH_CENTURY.JPG

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

A BRAND IS NOT…

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

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


A BRAND IS…
47868601

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

CUSTOMER VALUE
Branding is central to creating cu
stomer
value, not just sound bites and im
ages.
COMPETITIVE ADVANTAGE
Branding is a key tool for creating
and
sustaining competitive advantages
.
ENGINEERED
Brand strategies must be “engine
ered” into
the strategic planning process.

ALIVE
Brands get their identity from mea
nings.
Products and services are the bloo
d
of a brand. Your organizational cu
lture and
standards for action are the heartb
eat.
LOGIC AND EMOTION
Branding is part science and part
ar t.

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


AND ABOVE ALL, A BRAND IS…
*
PARTICIPATORY
* AND IT IS THE MORE PARTICIPATORY
THE MORE SOCIAL IT IS.

WWW.FLICKR.COM/PHOTOS/NOAMG/218169158

BIGHUGELABS.COM/ONBLACK.PHP?ID=3668135448

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

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

BEFORE DOING ANYTHING, ORGANIZATIONS
SHOULD PRECISELY DEFINE WHAT THEY STAND
FOR AND WHAT THEY ENABLE PEOPLE TO DO.
Onliness statemengt
ni
n
positio
The essence of your

OUR
offering

IS THE ONLY
category

THAT benefit .
SOURCE: NEUTRON LLC

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

JUST DOING FUNDRAISING SUCKS! PEOPLE
ARE MORE THAN WALLETS WITH A MOUTH...
BECOME A FACILITATOR: OFFER PEOPLE A
PLATFORM TO GET ACTIVE THEMSELVES

RE-THINK DOMINANTTHINKING YOU TO THEM...
SWITCH YOUR
YOUR PERSPECTIVE FROM

AN EXAMPLE
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.*
*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.

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

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!

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/UNIVERSITYOFSUSSEX/3378216355

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

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

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

@johnrobinson: I admit I'm suspicious of media folk
who join Twitter, attract 100s of followers & follow

HTTP://WWW.FLICKR.COM/PHOTOS/SOYLENTGREEN23/2995911291
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.

THERE‘S A LOT OF TALK. EVEN ABOUT YOU
LISTEN. LEARN. ANSWER. IMPROVE.

THERE‘S A LOT OF TALK. EVEN ABOUT YOU
LISTEN. LEARN. ANSWER. IMPROVE.
DID YOU KNOW THAT GIVING
BLOOD MAKES HAPPY?
(GREAT INSIGHT AND FOOD FOR A
CO0L STORY (OR CAMPAIGN))

THE WORLD IS YOUR OYSTER. WWW.PRIMELINE.COM/IMAGES/WORLD_INSIDE.JPG

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!

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

SOURCE: FREDCAVAZZA.NET

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.

NOT JUST THINK ABOUT WHAT YOU WANT TO SAY BUT ALSO WHEN AND WHERE.
CONTEXT MATTERS.

WWW.FLICKR.COM/PHOTOS/AEA/3979840772

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

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 CAN WWW.FLICKR.COM/PHOTOS/AEA/3979840868

HELP YOU FIND NEW WAYS
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.

DESIGN THINKING
A SIMP LE PROCESS
RESEARCH, PROBLEM DETECTION AND
UNDERSTANDING, DEDUCTION OF
TRANSFORMATION FIELDS
INSIGHT GENERATION
EVALUATION
SELECTION OF FAVORITES,
IMPLEMENTATION OF LEARNINGS,
ELIMINATION OF ISSUES

IDEA GENERATION
BASED ON SUITABLE
CREATIVITY TECHNIQUES
IDEATION
PROTOTYPING + TESTING
DEEPENING UNDERSTANDING VIA
PROTOTYPE-BASED TESTING OF IDEAS

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!
Want to know more? Get in contact:
torsten.hensel@nouve-interplay.com
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with all its legal consequences.

Branding 2.0 for NGOs

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