Blow It Up


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Nonprofit Communications Strategy and Approach

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Blow It Up

  1. 1. Blow It Up Communicating effectively in the face of changing rules, tools and noise Jon Ford, SLHI June 10, 2008
  2. 2. Who Knew?
  3. 3. ^ c.1999
  4. 4. Technology Habits Expectations
  5. 10. Take what you have… Take what you know… … and mercifully (but forcefully) get it out of your way.
  6. 13. I = P x A x T The formula for noise, competition
  7. 14. I = P x A S The formula for connection, engagement
  8. 15. What Goals? What Resources? What Sustainability?
  9. 16. <ul><li>Social Media is about the social , not the media. Be seen and heard. Connect with each other. </li></ul><ul><li>- Katya Andreson </li></ul>
  10. 17. <ul><li>Don’t be a “fool with a tool” </li></ul><ul><li>- Nicole Engelbert </li></ul>
  11. 18. Every Point of Contact Is a Point of Brand Contact Image by Gabriel Cain © 2007
  12. 19. Know what you want to say. Know what you NEED to say. Time to figure out what your constituents want to hear…
  13. 20. Send a signal, Get the feedback
  14. 21. 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: <ul><li>Attraction, Engagement, Dialogue </li></ul><ul><li>Coalition and Network Building </li></ul><ul><li>Volunteers, Advocates </li></ul><ul><li>Resources </li></ul>Including the fool making this presentation! Steer by these and not by anything (or anyone) else .
  15. 22. Listen
  16. 23. Learn what you need to say – again and again Say it well (content, tools, presentation) Create feedback loops (actions, reactions, attractions, engagement)
  17. 27. Tom Roach, 1968
  18. 30. The power of being heard is the power of feedback. Its power is human. Don’t outsource it.
  19. 31. Still a bedrock driver <ul><li>Be legal </li></ul><ul><li>Be respectful </li></ul><ul><li>Be compelling </li></ul><ul><li>Be smart </li></ul>Email
  20. 32. Create the clearing, step into the middle. Invite others to join.
  21. 34. 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 …”
  22. 36. To Prosper --
  23. 37. <ul><li>Think up and out, not down and in. </li></ul>
  24. 38. <ul><li>Don’t be a control junkie. </li></ul>
  25. 39. <ul><li>Focus on balance, relationship. Real power comes from this. </li></ul>
  26. 40. <ul><li>Look for ways to change rules and procedures to leverage collaboration rather than impede it. </li></ul>
  27. 41. <ul><li>Don’t obsess with ownership. Disappear into leadership; encourage the light in others. </li></ul>
  28. 42. <ul><li>Broaden your understanding of accountability. </li></ul>A narrow institution-driven definition is a drag on real social and community benefit.
  29. 43. <ul><li>Think plural: Collaboratives, not collaborative. </li></ul>Link networks of community-based collaborations across the social “brands.”
  30. 44. <ul><li>Share information. Information is power. The more you share information, the more power you get, and the more you can empower other people. </li></ul>
  31. 45. Our Goal
  32. 46. Once we’re all there we can harness collaborative energy and…
  33. 47. Blow It Up