st louis 4 - putting together
DESCRIPTION
Presentation by Lisa Colton, 4 of 4 sessions.TRANSCRIPT
Putting It All TogetherPresented by Lisa Colton,
Founder & President Darim [email protected]
434.977.1170
COMMUNICATIONS REVOLUTION
COMMUNICATIONS REVOLUTION
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?
• Be strategic: POST• Staffing• Voice• Policies/Guidelines• Measurement • Short, Medium, Long Term
AGENDA
P.O.S.T.
P: PEOPLE
O: OBJECTIVES
S: STRATEGY
T: TECHNOLOGY
Groundswell, by Charlene Li and
Josh Bernoff
Know Your Audience
Conversationalists:56% female70% 30+ yrs old
Fastest growing Facebook demographic:
45-65 yr old women
Staffing
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!
Voice
What voice is authentic, and stands
out to gain your audience’s attention?
Guidelines & Policies
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.
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?
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.
WHERE
TO
BE
Between a PIONEER
&a TORTOISE
Is a FAST
FOLLOWER
Source: Flickr user ucumari
Source: Flickr user smitag4
THE FUTURE IS…
AJWS
Source: mcommons.com/blog
AJWS
Red Cross receiving half of their donations by text msg.
$27m by 1/19
Community Building
Source: Flickr user JYRO
Community Building
Source: Flickr user Rick Neves
Community Building
Source: Flickr user divemasterking2000
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.
John Fitch’s Steam Engine
John Fitch’s Steam Engine
IT’S NOT ABOUT TECHNOLOGY