blow it up
DESCRIPTION
Nonprofit Communications Strategy and ApproachTRANSCRIPT
Communicating effectivelyin the face of changingrules, tools and noise
Jon Ford, SLHIJune 10, 2008
Who Knew?
^c.1999
Technology
Habits
Expectations
Take what you have…
Take what you know…
…and mercifully (but forcefully)get it out of your way.
I = P x A x T
The formula for noise, competition
I = P x AS
The formula for connection, engagement
What Goals?
What Resources?
What Sustainability?
Social Media isabout the social,not the media. Be seen and heard. Connectwith each other.
- Katya Andreson
Don’t be a “fool with a tool”
- Nicole Engelbert
EveryPoint
of Contact
Is aPoint
of BrandContact
Imag
e by
Gab
riel C
ain ©
200
7
Know what you
want to say.Know what you
NEED to say. Time to figure out what your constituents want to hear…
Send a signal,Get the feedback
Including the fool making
this presentation!
The rules are your rules.
The measures are your measures.
The right, best experiences are your highest goal.
The ones that net you progress towards:Attraction, Engagement, DialogueCoalition and Network BuildingVolunteers, AdvocatesResources
Steer by these and not by anything (or anyone) else.
Listen
Learn what you need to say – again and again
Say it well (content, tools,
presentation)
Create feedback loops (actions, reactions,
attractions, engagement)
Tom Roach, 1968
The power of being heard is the power of feedback.Its power is human. Don’t outsource it.
Still a bedrock driver
Be legal
Be respectful
Be compelling
Be smart
Create the clearing, step into the middle.Invite others to join.
The Birth of a Scale-Free Network(Albert-Laszlo Barabasi)
“It’s a boy … and a girl … and a boy … and a boy … and a girl …”
To Prosper --
Think up and out, not down and in.
Don’t be a control junkie.
Focus on balance, relationship. Real power comes from this.
Look for ways to change rules and procedures to leverage collaboration rather than impede it.
Don’t obsess with ownership. Disappear into leadership; encourage the light in others.
Broaden your understanding of accountability.
A narrow institution-drivendefinition is a drag on real social
and community benefit.
Think plural:Collaboratives, not collaborative.
Link networks of community-based collaborations across the social “brands.”
Share information. Information is power.
The more you share information, the more power you get, and the more you can empower other people.
OurGoal
Once we’re all therewe can harness collaborativeenergy and…