St Louis 4 - Putting Together

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Presentation by Lisa Colton, 4 of 4 sessions.

Presentation by Lisa Colton, 4 of 4 sessions.

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  • 1. Putting It All Together Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170
  • 2.
    • COMMUNICATIONS REVOLUTION
  • 3.
    • COMMUNICATIONS REVOLUTION
  • 4.
    • A Tool Can Be A Game Changer
    Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?
  • 5.
    • Be strategic: POST
    • Staffing
    • Voice
    • Policies/Guidelines
    • Measurement
    • Short, Medium, Long Term
    AGENDA
  • 6.
    • P: PEOPLE
    • O: OBJECTIVES
    • S: STRATEGY
    • T: TECHNOLOGY
    P.O.S.T. Groundswell , by Charlene Li and Josh Bernoff
  • 7. Know Your Audience Conversationalists: 56% female 70% 30+ yrs old Fastest growing Facebook demographic: 45-65 yr old women
  • 8. Staffing
  • 9. Staffing
    • Who should be representing your org?
    • Where are fuzzy personal/pro boundaries mutually beneficial or not good?
    • What happens if staff have different norms of what’s “professional”?
    • And how do you coordinate the staff and measure impact?
    It’s Everyone’s Job!
  • 10. Voice What voice is authentic, and stands out to gain your audience’s attention?
  • 11. Guidelines & Policies
  • 12. Guidelines & Policies
    • See samples -- link on your resource page
    • Education and communication are key. Create a culture where discussion is safe and encouraged.
    • Change is the only guarantee - tools and culture
    • Refer to other personnel policies and discuss how they apply online too.
    • Put photo/video releases in every form/application.
  • 13. Measurement
    • Focus on your mission and goals
    • What is it you want to know?
    • How will you know?
    • What do the statistics tell you (or don’t)
    • How will you track the stats?
  • 14.
    • Tangible
    • Donations
    • Leads
    • Subscribers
    • Members
    • Saved time saved cost
    • Increased hits/rank, PR
    • Action
    Measurement
    • Intangible
    • Learning
    • Interaction
    • Engagement
    • Branding
    • Loyalty
    • Satisfaction
    • Feedback
    Source: KD Paine, a social media metrics expert.
  • 15.
    • W
    • H
    • E
    • R
    • E
    • T
    • O
    • B
    • E
    Between a PIONEER & a TORTOISE Is a FAST FOLLOWER Source: Flickr user ucumari Source: Flickr user smitag4
  • 16.
    • THE FUTURE IS…
  • 17.
    • AJWS
    Source: mcommons.com/blog AJWS Red Cross receiving half of their donations by text msg. $27m by 1/19
  • 18. Community Building Source: Flickr user JYRO
  • 19. Community Building Source: Flickr user Rick Neves
  • 20. Community Building Source: Flickr user divemasterking2000
  • 21.
    • It’s a Tool
    Success of the tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.
  • 22.
    • John Fitch’s Steam Engine
  • 23.
    • John Fitch’s Steam Engine
  • 24. IT’S NOT ABOUT TECHNOLOGY