Blow It Up Communicating effectively in the face of changing rules, tools and noise Jon Ford, SLHI June 10, 2008

Who Knew?

^ c.1999

Technology Habits Expectations

Take what you have… Take what you know… … and mercifully (but forcefully) get it out of your way.

I = P x A x T The formula for noise, competition

I = P x A S The formula for connection, engagement

What Goals? What Resources? What Sustainability?

Social Media is about the social , not the media. Be seen and heard. Connect with each other. - Katya Andreson

Social Media is about the social , not the media. Be seen and heard. Connect with each other.

- Katya Andreson

Don’t be a “fool with a tool” - Nicole Engelbert

Don’t be a “fool with a tool”

- Nicole Engelbert

Every Point of Contact Is a Point of Brand Contact Image by Gabriel Cain © 2007

Know what you want to say. Know what you NEED to say. Time to figure out what your constituents want to hear…

Send a signal, Get the feedback

The rules are your rules. The measures are your measures. The right, best experiences are your highest goal. The ones that net you progress towards: Attraction, Engagement, Dialogue Coalition and Network Building Volunteers, Advocates Resources Including the fool making this presentation! Steer by these and not by anything (or anyone) else .

Attraction, Engagement, Dialogue

Coalition and Network Building

Volunteers, Advocates

Resources

Listen

Learn what you need to say – again and again Say it well (content, tools, presentation) Create feedback loops (actions, reactions, attractions, engagement)

Tom Roach, 1968

The power of being heard is the power of feedback. Its power is human. Don’t outsource it.

Still a bedrock driver Be legal Be respectful Be compelling Be smart Email

Be legal

Be respectful

Be compelling

Be smart

Create the clearing, step into the middle. Invite others to join.

The Birth of a Scale-Free Network (Albert-Laszlo Barabasi) “ It’s a boy … and a girl … and a boy … and a boy … and a girl …”

To Prosper --

Think up and out, not down and in.

Think up and out, not down and in.

Don’t be a control junkie.

Don’t be a control junkie.

Focus on balance, relationship. Real power comes from this.

Focus on balance, relationship. Real power comes from this.

Look for ways to change rules and procedures to leverage collaboration rather than impede it.

Look for ways to change rules and procedures to leverage collaboration rather than impede it.

Don’t obsess with ownership. Disappear into leadership; encourage the light in others.

Don’t obsess with ownership. Disappear into leadership; encourage the light in others.

Broaden your understanding of accountability. A narrow institution-driven definition is a drag on real social and community benefit.

Broaden your understanding of accountability.

Think plural: Collaboratives, not collaborative. Link networks of community-based collaborations across the social “brands.”

Think plural: Collaboratives, not collaborative.

Share information. Information is power. The more you share information, the more power you get, and the more you can empower other people.

Share information. Information is power. The more you share information, the more power you get, and the more you can empower other people.

Our Goal

Once we’re all there we can harness collaborative energy and…

Blow It Up