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The Power of Social Networks as Storytelling Media

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This slide deck was the basis for two workshops at the Boys & Girls Clubs 2010 Wisconsin Area Council

This slide deck was the basis for two workshops at the Boys & Girls Clubs 2010 Wisconsin Area Council

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  • Medium restricts the messageMedia liberate the message
  • Let me briefly introduce myself: I’m Matt Sabljak, Mark’s son, and I became involved with The Clubs two years ago when I joined the A-Board—which is now defunct.Six months ago, Terri Isabel delivered that news—that the A-Board would be disbanded—and I took that opportunity to ask some pointed questions, namely, “How are The Clubs leveraging social media?” I must have made an impression because a few months later I received a call from Jacquelyn, and now—after working with Jacquelyn’s wonderful team for the past couple months—we’re here today. This is very exciting.To be clear, I’m not so much passionate about social media as I am passionate about social media’s storytelling potential. Through my experience, I have learned that the The Boys & Girls Clubs of Milwaukee save lives, plain and simple. That’s a powerful story to tell, and social media will allow The Clubs of Milwaukee to tell it in a fresh way to a new audience. So, without further ado, we are going to tell you why social media are so powerful, and how we plan to leverage them to increase engagement—including volunteering & donating—with The Clubs.
  • “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They're defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works." “Made to Stick” = CONCRETENESS is one of the six qualities of a sticky idea. How can we get people to care enough to volunteer their time or money? Show them firsthand what they’re supposed to care about: the kids!
  • Social media open up a whole new world in terms of an organization’s ability to broadcast dynamic and engaging stories. Previously, these stories could not be told because of economics; the price of distribution through the dynamic media channels—radio and television—was too high.
  • Putting a “Face” to Social Media: Facebook Growth in users What Facebook is and how people use itPersonify the mission of the clubs in Milwaukee through the members —kids, employees, and volunteers
  • It’s all about CREATING VALUE FOR USERS
  • We will use Facebook to personify our mission:The Facebook page will become a storytelling channel—for the Clubs and for our members. This approach and this medium will reach a younger generation of potential donors and volunteers. We’ll create value through regular activities such as:Posting timely videos, photos, events, Post video stories be told in short, interview-style segments (no longer than 1.5 minutes each); they’ll feature members in their own words about how the Boys & Girls Clubs impacts their lives.Feature updates about opportunities to volunteer and occasional solicitations for donations at highly selective times (e.g. Wrap Party in December and Camp in May).Post news articles about the Clubs and other relevant information such as cause-related marketing activities (e.g. Bakers Square promotion).We’ll post thought-provoking/engaging questions to encourage two-way interaction in the discussions section.
  • Connect and interact with donors, volunteers and alumni – expand our reach: Cultivate current and future donors. Provide real time information to a larger audience.Have fans connect us to their “friends”Access to and build awareness with emerging donors: We want to build two-way communication relationship with them. Promote upcoming events and campaigns:Influence and increase our donations and volunteer base in the long-term.Fundraise for specific events: Use cause application in addition to directing fans to official Web siteBe an innovator: we already have a reputation as innovator in the Boys & Girsl Clubs Movement. We want to become a Facebook innovator by using the medium strategically.
  • Transcript

    • 1. The Power of Social Networksas Storytelling Media
      Presented by
      Matt Sabljak &
      Jacqueline Zeledon
    • 2. Hi, I’m Matt Sabljak
      First question: Who cares?
      I am NOT a social media guru or expert
      So what did I bring to the table?
      I am a storyteller. In the last year I have…
      Produced a short film
      Co-founded a company that creates multimedia stories online
      Co-founded a live storytelling event series in Milwaukee
    • 3. Storytelling & Social Media
      What are social media?
      Definition: all the different tools online that allow users to interact with each other
      Where did it all begin?
      Chat rooms
      Message boards
      Leave a comment or review
      Most popular now
      Facebook – over 500 million active users worldwide
      MySpace – 66 million
      Twitter – 190 million
    • 4. Storytelling & Social Media
      What are people saying about social media?
      Critics: It’s a waste of time. I don’t care what kind of sandwich my friend just made.
      Marketers: It’s difficult to measure the impact of social media campaigns.
      Fans: It’s an amazing way to connect with anybody I want, anywhere in the world, any time!
      Artists: I can engage my fans like never before.
      THE BOTTOM LINE: No consensus whatsoever.
    • 5. Storytelling & Social Media
      Like any new media, social media is…
      Scary: It has upset the status quo
      Some people stand to make a lot of money… and they have:
      Mark Zuckerberg, the founder of Facebook, is a 27-year-old billionaire
      “The Social Network,” a major motion picture coming out this Fall
      Some people stand to lose a lot of money… and they have
      Wikipedia all but killed Encyclopedia Britannica
      Exciting: New possibilities!
      The Rise of The Prosumer: now anybody can produce & broadcast media, not just consume it
      Flickr, YouTube, blogs
      Unpredictable
      Think TV in the 50s vs. TV now
    • 6. Storytelling & Social Media
      What is the relevance to telling a story?
      BEFORE: Choose your medium
      Print
      Radio
      Television
      Film
      NOW: Take your pick
      Words & Pictures
      Audio & Music
      Videos
      Games
      BEFORE: The medium restricts the message
      NOW: The media liberate the message
    • 7. Jacqueline Zeledon
      Communications Manager
      5+ Years with BGCGM
      “The Duchess” of BGCGM’s Social Media Team
      Media Queen—IMC Disciple
    • 8. social media &the boys & girls clubs of greater milwaukee
      presented by jacqueline zeledon & matt sabljak
    • 9. Social Media is an Opportunity
      “Most companies see it as a threat. You can see it as an opportunity.”
      Josh Bernoff and Charlene Li, two of Forrester Research’s top analysts & authors of Groundswell
      It is an opportunity to…
      Participate in a dynamic, two-way conversation with your audience (i.e. B&G Clubs volunteers, members, & donors)
      Tell the B&G Clubs story in a new & exciting way
      MARKET!
    • 10. A Revolutionary Channel
      Imagine if you could…
      Broadcast as much video as you could shoot
      Print as many photos as you could take
      Publish as many stories as you could gather
      Connect with thousands of people “one-on-one”
      Dynamically adjust your marketing messages based on real-time feedback
      SOCIAL MEDIA IS NOT A BUZZ PHRASE;
      IT’S A MARKETING COMMUNICATION TOOL
    • 11. Facebook: Most Dominant Platform
      On Facebook, companies & organizations can…
      Create an online persona or “page”
      Unite fans & critics alike
      “Eavesdrop” on conversations about their brands
      Communicate directly about new products & events
      Create additional value around their brands
    • 12. Other B&G Clubs are Using Facebook
      Most have fallen into the usual pitfalls, namely relying on users to create value
      No overall strategy
      Sporadic updates
      Mostly just casual banter between members
      The B&G Clubs of Milwaukee will be innovators
      Researched best practices
      Formulated a cohesive strategy to create value for all visitors
    • 13. The B&G Clubs of MKE & Facebook
      We will use Facebook to personify our mission
      Members (kids), employees, & volunteers will have faces and voices
      We will create value by…
      Regularly posting photos & short videos
      Providing updates about volunteer opportunities
      Linking to media hits about The Clubs & members
      Responding to questions & participating in conversations with our “friends” & “fans”
    • 14. Goals of our Facebook Strategy
      Connect and interact with donors, volunteers, & alumni
      Access and build awareness with emerging donors (18-34 year-olds = core Facebook users)
      50 people as fans, 50% of photos/videos
      2% of Facebook fans visit our official Web site
      Promote upcoming events and campaigns
      Fundraise for specific events like “Wrap Party”
      Be an innovator: strategic use of social media
    • 15. Social Media Concerns
      Who’s responsible for creating the content?
      How much of a time investment will this be?
      How will content be controlled?
      What about security?
      5-Person Social Media team created
      Team meets twice monthly – shares daily updating & posting responsibilities
      < 3 hours per week
      Only 4 removals (spammers) in a year
    • 16. Our Facebook Goals and Results
      GOAL: 400 fans
      RESULT: Almost 1,400 fans to date
      GOAL: 60% of posts get “liked”
      RESULT: Successful—photos get most responses
      GOAL: 5% of Facebook fans will visit BGCGM website
      RESULT: 7% of Facebook fans go to website
    • 17. Storytelling & Social Media
      There is some amazing stuff happening
      Transmedia: stories told across multiple platforms:
      The Web
      Mobile Devices
      Television
      Video Games
      Books, Comic Books, and Magazines
      Films
      Now the audience becomes part of the story:
      42 ENTERTAINMENT VIDEO: “WHY SO SERIOUS”
    • 18. Storytelling & Social Media
      “Why So Serious” = multimillion dollar campaign
      However…
      FREE SOCIAL MEDIA MADE IT POSSIBLE FOR MILLIONS OF PEOPLE AROUND THE WORLD TO WORK TOGETHER.
    • 19. The Next Level for BGCGM
      Partner with Marquette University
      “Digital Storytelling” Classes
      Mini-documentaries about standout BGC members
      Create more value for Facebook fans
      Expand Outreach
      Drive donors to Virtual Online Toy Drive

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