We Are Media Presentation (Brian Reich)

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Presentation for September 23, 2009 We are Media (NTEN) session on social networks for communications and fundraising.

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We Are Media Presentation (Brian Reich)

  1. 1. 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
  2. 2. <ul><li>What Is Happening? </li></ul>
  3. 3. <ul><li>Technology (and the Internet) has become an essential part of everyday life and changed how we relate to information, and each other. </li></ul>
  4. 4. <ul><li>Audiences are more connected, diverse, and sophisticated than ever before. We now have greater interest in, and control over, our information consumption and experience. </li></ul>
  5. 5. <ul><li>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. </li></ul>
  6. 6. <ul><li>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. </li></ul>
  7. 7. <ul><li>(little m) media </li></ul>
  8. 8. <ul><li>What This Means </li></ul><ul><li>(In Real Terms) </li></ul>
  9. 9. Brand is about experience
  10. 10. Communities Will Solve Problems
  11. 11. <ul><li>What you need to know. </li></ul>
  12. 12. Everything you do must change
  13. 13. Nothing has changed Regardless of channel or voice, majority of people need to hear message 3-5 times to believe it.
  14. 14. Everything Is Social
  15. 15. <ul><li>People. </li></ul><ul><li>Relationships. </li></ul><ul><li>Content. </li></ul>Core Components
  16. 16. Process <ul><li>Goals </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul><ul><li>Resources </li></ul>
  17. 17. Getting Started <ul><li>Join… Become a member </li></ul><ul><li>Listen… participate </li></ul><ul><li>Contribute… Experiment </li></ul><ul><li>Energize … Support </li></ul><ul><li>Embrace… Empower </li></ul>
  18. 18. Approach <ul><li>Be consistent </li></ul><ul><li>Be authentic </li></ul><ul><li>Stay focused </li></ul><ul><li>Add value </li></ul><ul><li>Give & Take </li></ul><ul><li>Social media is a conversation </li></ul><ul><li>Transparency is key </li></ul>
  19. 19. How to measure <ul><li>Qualitative: </li></ul><ul><li>Are we part of conversation? </li></ul><ul><li>Did we build better relationships? </li></ul><ul><li>Did people respond positively? </li></ul><ul><li>Was our information passed along? </li></ul><ul><li>- Did we learn anything of value? </li></ul><ul><li>Establish methods for tracking and analyzing discussion, and be proactive about engaging audience to collect research and insights. </li></ul><ul><li>Quantitative: </li></ul><ul><li>Facebook fans and Twitter followers </li></ul><ul><li>Digg links and Delicious bookmarks </li></ul><ul><li>Referrals from social media sites </li></ul><ul><li>Website traffic </li></ul><ul><li>Search engine rankings </li></ul><ul><li>Compare those metrics after each experiment you conduct with social media (new blog post, new links, etc.) and look for the trends. </li></ul>
  20. 20. <ul><li>Networks </li></ul>
  21. 26. <ul><li>Three Important Lessons </li></ul>
  22. 27. <ul><li>Change </li></ul><ul><li>cannot be forced </li></ul>
  23. 28. <ul><li>Audiences must learn how to learn </li></ul>
  24. 29. <ul><li>Organizations must invest and commit to be successful </li></ul>
  25. 30. Ask Me Anything
  26. 31. <ul><li>Write me: [email_address] </li></ul><ul><li>Call/text me : 617.417.9436 </li></ul><ul><li>Follow me : twitter.com/brianreich </li></ul><ul><li>Friend me : Facebook, LinkedIn, FriendFeed </li></ul>
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