st louis 4 - putting together
DESCRIPTION
Presentation by Lisa Colton, 4 of 4 sessions.TRANSCRIPT
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Putting It All TogetherPresented by Lisa Colton,
Founder & President Darim [email protected]
434.977.1170
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COMMUNICATIONS REVOLUTION
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COMMUNICATIONS REVOLUTION
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A Tool Can Be A Game Changer
Traditional Media
Brand in control
One way / Deliver msg
Repeat message
Focused on the brand
Educating
Org creates content
Social Media
Audience in control
Two way / Conversation
Adapt the message
Focused on the audience
Influencing, Involving
User and co-created content
How are you adapting?
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• Be strategic: POST• Staffing• Voice• Policies/Guidelines• Measurement • Short, Medium, Long Term
AGENDA
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P.O.S.T.
P: PEOPLE
O: OBJECTIVES
S: STRATEGY
T: TECHNOLOGY
Groundswell, by Charlene Li and
Josh Bernoff
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Know Your Audience
Conversationalists:56% female70% 30+ yrs old
Fastest growing Facebook demographic:
45-65 yr old women
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Staffing
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Staffing
• Who should be representing your org?
• Where are fuzzy personal/pro boundaries mutually beneficial or not good?
• What happens if staff have different norms of what’s “professional”?
• And how do you coordinate the staff and measure impact?
It’s Everyone’s Job!
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Voice
What voice is authentic, and stands
out to gain your audience’s attention?
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Guidelines & Policies
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Guidelines & Policies
• See samples -- link on your resource page
• Education and communication are key. Create a culture where discussion is safe and encouraged.
• Change is the only guarantee - tools and culture
• Refer to other personnel policies and discuss how they apply online too.
• Put photo/video releases in every form/application.
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Measurement
• Focus on your mission and goals
• What is it you want to know?
• How will you know?
• What do the statistics tell you (or don’t)
• How will you track the stats?
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Measurement
Tangible
• Donations• Leads• Subscribers• Members• Saved time saved
cost• Increased
hits/rank, PR• Action
Intangible
• Learning• Interaction• Engagement• Branding• Loyalty• Satisfaction• Feedback
Source: KD Paine, a social media metrics expert.
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WHERE
TO
BE
Between a PIONEER
&a TORTOISE
Is a FAST
FOLLOWER
Source: Flickr user ucumari
Source: Flickr user smitag4
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THE FUTURE IS…
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AJWS
Source: mcommons.com/blog
AJWS
Red Cross receiving half of their donations by text msg.
$27m by 1/19
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Community Building
Source: Flickr user JYRO
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Community Building
Source: Flickr user Rick Neves
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Community Building
Source: Flickr user divemasterking2000
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It’s a Tool
Success of the tool is if it helps you achieve your goals.
Thus, critical to know your goals and then determine which tool(s) to used in which ways.
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John Fitch’s Steam Engine
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John Fitch’s Steam Engine
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IT’S NOT ABOUT TECHNOLOGY