Put Down the Bullhorn: Building Interactive Relationships in the World of Friending - Kurt Voelker, Forum One Communications

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Perhaps the most important asset of the AFL-CIO is its ability to reach and move its network in the real world. The movement routinely places premium value on personal engagement and is able to reach target audiences at home and at work, often face to face, and to be heard as a trusted personal voice. AFL-CIO has the opportunity to mimic this approach online and evolve its online communications from what are primarily ‘broadcast’ oriented today, to a more engaging, multi-directional conversation with the network itself. This opportunity has significant future value as communication continues to migrate towards higher online usage.

The social web is still most actively participated in by the younger generation.

But indications are that the older generation is following fast…

The other tactic is to create a Facebook Page for your organization or initiative. A page is sort of like a dynamic yellow page listing within Facebook. But it’s publicly accessible to even non-Facebook users. It has many of the attributes of groups and profiles – such as a wall, but it’s a company or organization and everything they wish to distribute – video, photos, events, and news items. If your site has a blog, you can automatically pump content into the page. When users’ become “fans” of your page, it shows up in the timeline on their profile. It’s good for long-term relationship building. Groups come and go, but a page exists as long as you want, and you control it and get statistics on activity on your Page. Tactic: If you wish to promote a specific program or organization, create a page so that you have a presence and then contact friendly users and invite them to become a fan. They recently changed the design of pages. They now look more like profiles. And they’ve emphasized the organization’s news feed. More importantly, the posted items now get automatically inserted into the Fans’ newsfeeds. So the items are now the first things people see when they log in – interspersed with updates from friends when they login.

Twitter is growing social network. It’s trendy, because it’s growing so quickly. But it’s also is populated with people who are probably in your target demographic.

Mimic offline success of connecting personally by having the movement’s leadership personally communicate the key messages as participants in the online tools – not just organizational broadcasts.

Story – Columbia / FARC - slide Let me introduce our topic by relating a recent, and pretty amazing story of social action via online tools – to show what can be done by creative use of social networking: Venzuela’s Hugo Chavez’ recently ask the European Union to remove FARC – the Columbian terrorist organization - from the EU list of terrorist organizations. a 33 year old Colombian engineer was deeply irritated. Oscar Morales Guevara, Oscar created a Facebook group “One Million Voices Against FARC”- targeting Colombians and friends around the world. On Facebook he explained FARC’s 40 year record of bringing misery and poverty to Colombia -- kidnappings, deals with drug cartels, massive killings, and attacks against civil society. The Facebook group took off – with new members joining at up to 2,000 per HOUR – in Feb 2008 - 316,000 members, 2,800 photos = by oct 2008 - 437,000 members One of Oscar’s followers proposed a march – and on February 4th 13 million marched in 183 cities around the world – Zurich, Moscow, Baghdad, Tokyo, Toronto, DC and NYC, Bogota and others. (Also was a march on second life). In the week before the march took place the EU announced its intention to make NO CHANGE to the terrorist listing of FARC I think this is a compelling example – showing that social networking services are capable of reaching and mobilizing on a wide scale – this is clearly not just chatting about friends and music.

Established a Facebook page.

Leveraged partner properties.

Engaged twitter community. Lots of educated moms on twitter. Started posting interesting updates.

Started posting items to StumbleUpon – 50% of traffic is from StumbleUpon. Low bounces. People are interested in parenting resources.

New that many of the other bookmarking sites like digg would never latch on to their content. Instead, did researchand started posting to Kirtsy.com (a “digg for moms”)

A slow, patient process. Doubled traffic from 8,000 to 16,000 page views in ~9 months Double list from 2,500 to 5,000 (with 35% open rate) Established quality relationships with influential “mommy bloggers.”

Favorites, Groups & Events

Put Down the Bullhorn: Building Interactive Relationships in the World of Friending - Kurt Voelker, Forum One Communications - Presentation Transcript

Put Down the Bull Horn Building interactive relationships in a world of friending Kurt Voelker Forum One Communications
Facebook CNN
Social Media & Networks
- What’s happening here? An Overview
- Tactics and Examples
The Way We Use the Web Has Changed
- Search
- Link
- Read
- Repeat
- Search
- Link
- Post
- Tag
- Share
- Tell
- Collaborate
- Work
95’ish 2009
What is the Social Web?
- Using the internet to instantly collaborate, share information, and have a conversation about ideas or causes you care about.
- Beth Kanter
” “
Three Strategic Opportunities to Guide the Movement Online The “People-Powered” nature of the movement is a great fit for the social web.
- The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005 to 35% at the end of 2008.
- Pew Internet & American Life
- Jan 14, 2009
” “
Popular Social Sites that Lead the Pack Great at Both Micro Blogging Leading Sites Primary Focus Social Tool Rich Media Discover & Share Social Bookmarking Connect Social Networks
But Don’t Ignore the 1,000’s of Niche Networks
Facebook’s Viral Engine: “ Activity Streams”
- Facebook Page
- A permanent point of presence
- Publicly-accessible
- Updates distributed to fan’s newsfeeds
Facebook Connect: From Your Site or Blog to the Activity Stream
Twitter Demographics Source: Compete: http://blog.compete.com/2008/05/15/twitter-traffic-growth-usage-demographics/
The Conversations are out there: Listen for them, then jump in.
One Million Voices Against FARC Bogotá, Colombia. Feb 4, 2008. By: Alberto Acero Source: Facebook
Green Hour Results
- Doubled traffic: 8,000 to 16,000 page views
- List size doubled: 2,500 to 5,000
- 35% open rate
- New relationships with influential “mommy bloggers.”
- A slow, patient process!
Key Take Aways
- Take the time to listen: Find the conversations that matter and contribute.
- Participate, don’t just broadcast
- Steady, even if small, participation builds results
- Social Media compliments your broader communication
- Jump In!
Thanks! Email: [email_address] Twitter: @kvoelker www.forumone.com