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Leveraging Digital Storytelling and Social Media to Build Your Organization & Network
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Leveraging Digital Storytelling and Social Media to Build Your Organization & Network

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presented by Charlotte Hill, communications associate, EARN & Matt Silva, Levi Strauss fellow for nonprofit communications, EARN …

presented by Charlotte Hill, communications associate, EARN & Matt Silva, Levi Strauss fellow for nonprofit communications, EARN

Digital storytelling and social media have taken the communications world by storm. Bay Area nonprofit EARN, has harnessed these innovative tools to transform and bolster their communications and outreach efforts. In this interactive session, EARN leaders will walk you through their best practices, powering your communications strategy and building your network in the process. Participants will learn to articulate the importance of storytelling and social media to key organizational decision-makers, begin building a story database and social media presence for their nonprofit organization and create a strategic communications timeline around an upcoming moment of opportunism.

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  • To begin, we'd like to share a little bit about EARN's mission (read general messaging in dull tone). Inspiring, right? Cut to next slide...
  • Is this the reaction you've gotten when you've read your mission statement or general messaging? How can you talk about your work in a way that draws people in, and builds your network of supporters? We'd like to show you another way that EARN is talking about our work... (cut to Julia video)
  • Show Julia video.
  • (after video) Better, right? Now you get not only a sense of what we do, but why it's important. What's the difference in the two approaches? In the video, you're getting to know EARN through a person, not through abstract concepts or through the idea of an organization. Above all else, social media and digital storytelling are about relating your work through people. It's important to remember that people relate to people, not to organizations. In this session, we'll share some of the best practices in storytelling and social media we've identified at EARN, and give you an opportunity to start mapping out a strategy for using these tools in your own organization. But first, a little bit about us...
  • So why stories? As I mentioned before, stories provide context and meaning for your work, and help people relate to your organization through a real-life person.And while the session title refers to "digital storytelling", the 'digital" part is really flexible. Video is definitely important in that it provides the next best thing to in-person story sharing, but blog posts can be great too!What makes the stories so compelling, though, is that we become invested in what happens to the individual being portrayed. Whether it's a client, donor, policymaker or supporter, as the story develops and you learn about the person's struggles and triumphs you'll hopefully find yourself becoming a cheerleader for that person, and thus for the cause itself.But all stories need a medium. Luckily, social media is that medium that is designed for the telling and retelling of stories, and Charlotte is going to tell you a little bit more about that.
  • You've already heard the basics about social media -- how it's grown exponentially, how hundreds of millions of people are on Facebook, etc. Probably also heard skeptics ask if Facebook is new MySpace.Doesn't really matter whether Facebook, Twitter, and YouTube are flashes in the pan or world-changing tools. Because social media, fundamentally, isn't exciting because of tools and platforms. It's exciting -- and absolutely essential to participate in -- because it represents new way of communicating online.First, friends are spreading the word about cool things to other friends. Not a big deal, right? Maybe not with Mafia Wars or FarmVille -- but HUGE when that's telling people about your nonprofit. We've always valued friends' opinions more than experts'. SM lets us share those opinions more easily.Info on internet -->  every potential nonprofit supporter is suddenly a skeptic. And that's good. People feel empowered enough to demand transparency from nonprofits.Social media ensures that transparency exists. People can tell you exactly what they think of your work, right on your FB page. If you don't engage in that space, you send a message that you have something to hide.
  • As they say, “the proof is in the pudding”, so we’d like to share with you an example of how we’ve used storytelling and social media to leverage what we call a “moment of opportunism”.
  • DOT database Cross-team communications group Social media following
  • Yes campaign
  • Finding a story to feature, making video, etc. Communications pre-during-post ABY

Transcript

  • 1. Leveraging Digital Storytelling and Social Media to Build Your Organization’s Network
    Charlotte Hill & Matthew Silva
  • 2. www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    2
  • 3. www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    3
  • 4. People relate to people, not to organizations.
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    4
     Well, hello there!
  • 5. www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    5
    Charlotte Hill
    Communications Associate
  • 6. www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    6
    Matthew Silva
    Levi Strauss Fellow
  • 7. Stories take your work…
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    7
    ...to infinity, 
    and beyond!
  • 8. Social media is transforming communication
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    8
    transparency!
  • 9. But do storytelling and social media really work?
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    9
  • 10. www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    10
    The proof is in the pudding!
  • 11. Moment of Opportunism: 2011 Asset Awards
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    11
  • 12. Infrastructure
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    12
  • 13. Messaging
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    13
  • 14. Tactics
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    14
  • 15. Now it’s your turn!
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    15
  • 16. Q&A
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    16
  • 17. Wrap Up
    www.earn.org www.facebook.com/earnorg www.twitter.com/earn
    17