What you need to know about using social networking for communications and fundraising so that you don’t mess everything up. Brian Reich We Are Media September 23, 2009

What Is Happening?

What Is Happening?

Technology (and the Internet) has become an essential part of everyday life and changed how we relate to information, and each other.

Technology (and the Internet) has become an essential part of everyday life and changed how we relate to information, and each other.

Audiences are more connected, diverse, and sophisticated than ever before. We now have greater interest in, and control over, our information consumption and experience.

Audiences are more connected, diverse, and sophisticated than ever before. We now have greater interest in, and control over, our information consumption and experience.

These changes drive adoption and usage of new media – resulting in different newspaper reading, television watching and radio listening habits, as well as new communications models.

These changes drive adoption and usage of new media – resulting in different newspaper reading, television watching and radio listening habits, as well as new communications models.

How people shop and engage brands, support charitable organizations, volunteer their time, and the expectations they hold for how organizations will act ( read: transparency ) also are changing.

How people shop and engage brands, support charitable organizations, volunteer their time, and the expectations they hold for how organizations will act ( read: transparency ) also are changing.

(little m) media

(little m) media

What This Means (In Real Terms)

What This Means

(In Real Terms)

Brand is about experience

Communities Will Solve Problems

What you need to know.

What you need to know.

Everything you do must change

Nothing has changed Regardless of channel or voice, majority of people need to hear message 3-5 times to believe it.

Everything Is Social

People. Relationships. Content. Core Components

People.

Relationships.

Content.

Process Goals Strategies Tactics Resources

Goals

Strategies

Tactics

Resources

Getting Started Join… Become a member Listen… participate Contribute… Experiment Energize … Support Embrace… Empower

Join… Become a member

Listen… participate

Contribute… Experiment

Energize … Support

Embrace… Empower

Approach Be consistent Be authentic Stay focused Add value Give & Take Social media is a conversation Transparency is key

Be consistent

Be authentic

Stay focused

Add value

Give & Take

Social media is a conversation

Transparency is key

How to measure Qualitative: Are we part of conversation? Did we build better relationships? Did people respond positively? Was our information passed along? - Did we learn anything of value? Establish methods for tracking and analyzing discussion, and be proactive about engaging audience to collect research and insights. Quantitative: Facebook fans and Twitter followers Digg links and Delicious bookmarks Referrals from social media sites Website traffic Search engine rankings Compare those metrics after each experiment you conduct with social media (new blog post, new links, etc.) and look for the trends.

Qualitative:

Are we part of conversation?

Did we build better relationships?

Did people respond positively?

Was our information passed along?

- Did we learn anything of value?

Establish methods for tracking and analyzing discussion, and be proactive about engaging audience to collect research and insights.

Quantitative:

Facebook fans and Twitter followers

Digg links and Delicious bookmarks

Referrals from social media sites

Website traffic

Search engine rankings

Compare those metrics after each experiment you conduct with social media (new blog post, new links, etc.) and look for the trends.

Networks

Networks

Three Important Lessons

Three Important Lessons

Change cannot be forced

Change

cannot be forced

Audiences must learn how to learn

Audiences must learn how to learn

Organizations must invest and commit to be successful

Organizations must invest and commit to be successful

Ask Me Anything

Write me: [email_address] Call/text me : 617.417.9436 Follow me : twitter.com/brianreich Friend me : Facebook, LinkedIn, FriendFeed

Write me: [email_address]

Call/text me : 617.417.9436

Follow me : twitter.com/brianreich

Friend me : Facebook, LinkedIn, FriendFeed