Becoming a Social Media Rockstar


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Allyson Kapin, founder of Women Who Tech, principal at the Rad Campaign and lead blogger at Frogloop, shares tips about how to become a social media/nonprofit rockstar through the lens of becoming a kick ass punk band. She shares tips to becoming a sought after expert on social media, online organizing, digital strategy, online fundraising and general nonprofit tech geekery.

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Becoming a Social Media Rockstar

  1. Becoming A Kick Ass Punk Band: AKA Social Media/Nonprofit Star Presented by: Allyson Kapin, Rad Campaign and Women Who Tech 501 Tech Club NYC and Organizing 2.0 November 17, 2010
  2. What Instrument Do You Want to Play? Find Your Niche What’s Your Expertise?  Web design  Web development  Online marketing  Online fundraising  Social media Start to own it! But don’t be the cocky bastard in the space. There’s a fine line between confidence and arrogance.
  3. Play Solo or Find a Band: Consultant or Firm? Consultant:  You call the shots  Pick and choose clients and issues  You do all the work - both consulting and admin  You profit – no partners/staff to pay  Create your own schedule  Tip: Hire a Virtual Assistant Firm:  More collaborative and structured  Business and financial decisions are made jointly.  Bring more resources and expertise to the table.  Work on diverse issues – but money – aka paying staff can be more of a motivating factor in taking on clients.  Red tape – office politics, egos!
  4. Be An Opening Act: Do An Open Mic: Start Small to Build Portfolio  Reach out to your personal network  Team up and partner with colleagues in the space on consulting projects.  Subcontract for firms in the space  Don’t go for the big projects until you have built up your rep and have the staff capacity to deliver!  Consider doing probono work for your favorite local charity if you need to build up your portfolio
  5. Develop Your Sound: The One Page Business Plan Why a Business Plan?  Clarity: Helps clarify your vision and how you plan to get there.  Sense of Mission: Helps you determine what’s in it for you and your clients.  Outlines REALISTIC objectives.  Defines target market and competitors. What will you offer them that is unique?  What does success look like?  Financial projections. Be conservative. 3 Tips to Remember:  Start small, be realistic.  Your business plan does not need to be a novel.  It should be a living document that you adapt.
  6. Build Your Image: Promote Yourself You’re an “Expert” - Now What?  Build a website showcasing your rawk starness.  Start a good blog. Share your knowledge a few times a week. Blog Tips:  Provide value to target audiences based on what they want to know/learn.  Provide fresh and relevant content. Promote good posts via multiple channels.  Foster discussions and commentary.  Be thought-provoking.  Don’t think of blogging as a chore and giving away your advice for free. It’s part of marketing and brand building.
  7. Build Your Image: Promote Yourself Join Listservs. My Favorites Are:  Progressive Exchange  NTEN and 501 Tech Clubs  WIPT – Women In Politics and Technology  PCDC: Progressive Communicators of DC
  8. Build Your Image: Promote Yourself Attend Conferences, Submit Panel Ideas, Network! My Favorites Are:  Women Who Tech TeleSummit  NTC (Nonprofit Technology Conference)  PDF: (Personal Democracy Forum)  Camps: NOI Roots Camp, Nonprofit 2.0, Organizing 2.0  User Conferences: Democracy in Action, Convio, Blackbaud  SXSWi – Good for innovations in tech space, small track for nonprofits.
  9. Build Your Image: Promote Yourself Social Media Tips:  Search for your crew on the social networks where they hang out – Facebook, Twitter, etc?  Engage in two-way conversations. Practice jumping in and out of “social time” in 15 minute intervals.  Listen to what your crew has to say.  Tell stories around issues, ask questions.  Share links and resources by others. Don’t be a social media hog. It’s not all about YOU!  It’s ok to be a bit controversial and speak your mind!
  10. The Mosh Pit: Develop A Thick Skin Dealing with the Critics:  Listen to constructive feedback.  Ignore gossipy trash talk.  Blow off trolls  Stand up for yourself and your beliefs, but don’t be a jerk.  Recognize that YOU will never be perfect and neither will your team or clients.  You win some. You lose some! Learn from the losses.
  11. Your Next Record: Fail Fast Learn from Failure:  8 out of 10 new startups fail.  Embrace failure. It’s how you learn.  Take what you learned and apply it to your next venture or client.
  12. Rawk Stars Come and Go Everyone is Replaceable Check Your Ego!
  13. Women Who Tech Case Study What’s Wrong With This Picture?
  14. Women Who Tech Case Study
  15. Women Who Tech Case Study Identified the Problem: Tech conference circuit and mainstream media coverage focused on promoting men and ignored contributions by women in tech and their perspectives. Why is it a Problem? We create technology for the masses not for men. Technology must be discussed from diverse perspectives and leaders. The Solution: Create a virtual TeleSummit that showcases women breaking new ground in technology who use their tech savvy skills to transform the world and inspire change.
  16. Why a TeleSummit? Movement Building Event: Build a movement around women in tech & social media who want to change the status quo. It’s Virtual: Prominent tech leaders and participants can be a part of the TeleSummit from anywhere in the world. Cost Savings: Less expensive to produce then a conference. News Hook: First TeleSummit that focused on women in technology featuring accomplished women ranging from Arianna Huffington to Rashmi Sinha of Co-Founder of SlideShare & more. Women Who Tech Case Study
  17. Women Who Tech Case Study How Did I Market it for $0? Built a Website Aimed at Niche Audiences: Women in tech and social media who felt alienated in the conference circuit. Built an Email List: Marketed WWT mostly through online channels such as:  niche listservs  active presence on Twitter.  Facebook Group  LinkedIn Group  Delicious - repository of articles focusing on women in technology and the VC world.  Networked and built publicity partnerships with other like-minded organizations such as BlogHer and She’s Geeky.
  18. Women Who Tech Case Study Additional Tactics and Tools Used Earned Media:  Built list of reporters and bloggers writing about tech, social media and innovation.  Networked and built relationships at events, commented on articles, talked with media on Twitter.  Used my own influence as a blogger for Fast Company and other outlets to write about the issues and events.  Leveraged speakers connections to the media to help with outreach and pitching.
  19. Women Who Tech Case Study Provided Good Content that Resonated with Target Audiences:  Appeal to audiences emotions and their discontent around this issue. No one likes to be alienated or discounted.  Not Afraid of Controversy:  Great caliber of speakers – ranging from established women to up and coming rawk stars in the space!
  20. Women Who Tech Case Study The Results:  Mobilized base of thousands of women who in tech and social media.  Sold out TeleSummit for the past three years!  Increase of news coverage around women in tech, social media and startups in NYT, ForbesWomen, TechCrunch, ReadWriteWeb, BlogHer, Wall Street Journal, and tons of blogs.  More conferences connecting to women in tech groups to help them recruit women speakers.  Increased collaboration among women in tech organizations.  Personal Note: Helped me professionally – Named One of the Most Influential Women in Tech by Fast Company and one of the top women to follow on Twitter by Forbes!
  21. Contact Info: Allyson Kapin: Rad Campaign, Women Who Tech Email: Twitter: @womenwhotech and @radcampaign @care2frogloop Blog: Care2’s Frogloop: Rad Website: Women Who Tech Website: