New Media Tools Channels of communication Monitor Information Create Relational Networks Encourages participation, sharing & collaboration.
Stake your claim in the Social Media Landscape!
What we will cover today Online Communications Planning & Strategy Our Audiences New Media Tools Social Media Game
Having a plan for your online presence <ul><li>4 Basic Goals of a Website </li></ul>Persuade or Sell Inform Educate Entertain
Persuade or Sell <ul><li>• Influence your audience to form an opinion and take specific immediate action. </li></ul><ul><li>• Nonprofits should persuade audiences to support their mission. </li></ul>
Inform Your Audience <ul><li>• Factual information </li></ul><ul><li>• Gain knowledge of something and make an action based on that knowledge. </li></ul>
Educate Your Audience <ul><li>• Provide an experience that will enhance their understanding whether or not it leads to an action. </li></ul>
Entertain <ul><li>• Appeals to their emotions </li></ul><ul><li>• Provides experience that is positive </li></ul><ul><li>• Attracts their personal interest. </li></ul>
Good websites have a priority goal and use the other three to support the main priority goal It is directed by your organization’s mission and goals…
Your Organizations Goals <ul><li>Programming: Increase attendance </li></ul><ul><li>Funding: Raise amount for project </li></ul><ul><li>Policy & Social Change: Voting & contacting local officials in government </li></ul><ul><li>Other Goals </li></ul>
Organizational Goal Online Goals Program Goal : Increase number of participants in our youth Outreach program. Facts: Youth participants are Ages 12 to 18 Must have parent or Guardian consent to register <ul><li>Persuade youth and parents to register for program </li></ul><ul><li>Inform them how they can register, how much it costs, when and where it will take place, etc. </li></ul><ul><li>Educate them on the benefits of the program </li></ul><ul><li>Entertain them with story testimonies through video, images and more or perhaps ask former participants to add comments on their experience. </li></ul>
EXERCISE: Organization to Online Goals Creating a plan to communicate to your audiences online and create impact on the ground.
Communicate to Your Audiences: Content & Image Branding Understand who you are communicating to. Present your content and image based on your target audience, their culture and their needs. Use New Media to create, develop & nurture relationships with your audience. Pull your audiences towards your priority goal.
Pitching your stories <ul><li>Bloggers </li></ul><ul><li>Journalists </li></ul><ul><li>Individuals on networks </li></ul>Know who you are pitching. Listen and know what they want. Be personable but be an authority. Work towards a relationship.
Web 1.0 vs Web 2.0+ * Web 1.0 was about reading, Web 2.0 is about writing * Web 1.0 was about companies, Web 2.0 is about communities * Web 1.0 was about client-server, Web 2.0 is about peer to peer * Web 1.0 was about HTML, Web 2.0 is about XML * Web 1.0 was about home pages, Web 2.0 is about blogs * Web 1.0 was about lectures, Web 2.0 is about conversation * Web 1.0 was about advertising, Web 2.0 is about word of mouth * Web 1.0 was about services sold over the web, Web 2.0 is about web services http://www.darrenbarefoot.com
HTML vs XML …A little technical but worth noting! WEB 1, HTML (Hypertext Markup Language): Files that scripted how a webpage will look and what content will be visible… created static pages and static websites. (.html, .htm) WEB 2.0, XML (Extensible Markup Language): Files that compile form (how a page will look like) and content (information, images, stories, etc.) separately into one or multiple pages… creates dynamic content, form, websites and interfaces. (.php, .asp, .xml, .css, etc) Content is stored as data (.xml), Form is defined using style sheets (.css-cascading style sheets), Pages instruct browsers (Firefox, Internet Explorer, Safari) how to construct them for viewing (.php, .asp, etc)
Why is this important to know? This became the new format to allow dynamic content Blogs…. RSS Feeds… Aggregation… Readers… Comments… etc… Let’s figure out what all this stuff is…
Other Tools • Microblogs and formats • Social Networks • Mash-ups • Wikis What else? What are other concepts, terms and technologies that we need to define?
Goals There are no winners or losers to the Social Media Game. This game is intended to help you understand the basic mechanics of the social web as well as strategize online communicating through the Web 2.0.
How its played Each group or individual is given an Objective Card that outlines their objective in the game. Each group or individual then gets a set of Social Media Cards . Each card represents a specific type of online social web tool and has a certain number of credits associated with it. Each group or individual is only given 10 credits to work with. You must then choose the cards to implement an online communications strategy and must not exceed 10 credits. Groups and individuals are encouraged to discuss, examine, and see how the different types of tools will best achieve their objective. You are given only 10 minutes . When a group or individual has finalized their Social Media Cards, they are then given at random a Situation Card and may trade it for another one only once. A Situation Card will offer an opportunity (more credit), create a dilemma (loose credit), or present a Wild Card (more credit to choose another Social Media Card or create their own Social Media Card). The group or individual must now re-strategize their online communications plan utilizing the Situation Card. You are given only 10 minutes . When time is up or when individuals or groups are ready, they present their objective, their situations and their strategy on how to communicate online using social media tools in order to achieve their objective to the larger group.
Wrap Up and Q & A • Plan your work and work your plan. • Know who you are communicating with and know how to pitch them. • Understand the tools that will help you with obtaining your goals. • Take time to process and discover.
Thank You… Keep in Touch! Demetrio Maguigad, New Media Manager Community Media Workshop [email_address] 312-369-7449 Find me on Facebook!