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James Andrews: Online Story Telling Across Platforms

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James Andrews, Founder, SocialPeople.tv

An online strategist & PR pro, James will share practical tips and tools to make the best use of each platform for telling your organization’s message in a compelling manner. This session will give you the basic tricks of the trade to make easy-to-produce videos that will serve your organization’s communication needs.

Published in: Technology, Business
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James Andrews: Online Story Telling Across Platforms

  1. 1. Atlanta Los Angeles New York LondonThursday, November 17, 11
  2. 2. James  Andrews Digital  Evangelist 2Thursday, November 17, 11
  3. 3. ENGAGEMENT EXPERTS IN THE SOCIAL SPACEThursday, November 17, 11
  4. 4. SOCIAL MEDIA IS THE NEW MAIN STREETThursday, November 17, 11
  5. 5. MAIN STREETS WERE ONCE THE PLACE WHERE EVERYONE KNEW YOUR NAME [AND YOUR STORY]Thursday, November 17, 11
  6. 6. WHERE YOU SHOP, TALK, LEARN, EAT, SOCIALIZE, SHARE, AND ENGAGE.Thursday, November 17, 11
  7. 7. OVER TIME, PEOPLE MOVED TO THE SUBURBS, & WE GREW FURTHER APARTThursday, November 17, 11
  8. 8. NOW MAIN STREET CONVERSATIONS ARE LIVING EVERYWHERE. AND ARE ALWAYS ON.Thursday, November 17, 11
  9. 9. ALWAYS ON, IS ALWAYS THERE, AND ALWAYS GROWING.Thursday, November 17, 11
  10. 10. IT’S MORE THAN SOCIAL MEDIA. IT’S HOW YOU PLAN, LISTEN, ENGAGE, INFLUENCE, AND ACTIVATE. ON AN EMOTIONAL LEVEL. AND THEN LISTEN MORE.Thursday, November 17, 11
  11. 11. SOCIAL MEDIA IS A CONVERSATIONThursday, November 17, 11
  12. 12. Thursday, November 17, 11
  13. 13. POWERED BYThursday, November 17, 11
  14. 14. AND MOREThursday, November 17, 11
  15. 15. SOCIAL MEDIA CONVERSATIONS ARE EVERYWHERE. THEY ARE OUR NEW HOME.Thursday, November 17, 11
  16. 16. HOME IS NOW WHEREVER WE ARE. LIVING ROOM, BEDSIDE TABLE, BOARDROOM, MALL, OR BISTRO.Thursday, November 17, 11
  17. 17. MOBILE HAS HELPED SOCIAL MEDIA BECOME A GLOCAL MOVEMENTThursday, November 17, 11
  18. 18. SOCIAL MEDIA IS ALWAYS ON. MOBILE INCREASES ACCESS. INSTANT ACCESS = NOW MEDIAThursday, November 17, 11
  19. 19. “NOW MEDIA” FEEDS ENGAGEMENT AND VIEWERSHIP OF TRADITIONAL MEDIA OLD MEDIA + NEW MEDIA = NOW MEDIAThursday, November 17, 11
  20. 20. WE HEAR NEWS ON SOCIAL NETWORKS IMMEDIATELY. BEFORE THE “REAL” SCOOP COMES OUT.Thursday, November 17, 11
  21. 21. With all of the information available, every potential supporter is now a sceptic. Individuals are demanding transparency from non-profitsThursday, November 17, 11
  22. 22. THE FIRST RULE OF SOCIAL MEDIA IS THAT YOU CAN’T CONTROL SOCIAL MEDIAThursday, November 17, 11
  23. 23. YOU CAN CONTROL YOUR VOICE, YOUR APPROACH, YOUR INFORMATION AND YOUR RESPONSE. AND YOU CAN BE A TRAINED, WELL- SUITED AND SAVVY FIGHTER. BUT, SOCIAL MEDIA HAS BEEN AROUND A LONG TIME, AND IT’S ALWAYS CHANGING. IT IS NOT EASY. BUT IT’S WORTH IT.Thursday, November 17, 11
  24. 24. Infrastructure + Tonality Are Key Building  The  Infrastructure •Social  Media  Policy •Building  the  fire  hydrant  before  the  fire  (Social  Media  Crisis  Plan) •Editorial  Board •Digital/Social  Media  SWAT  Team  (cross  funcGonal  is  opGmal) •Building  a  listening  staGon What’s  Your  Tone •Sound  like  a  human,  not  a  press  release,  a  bot  or  a  marketer •Be  engaging.  If  on  TwiMer  a  dead  giveaway  that  you  are  “that  guy/gal”  are   a  lack  of  @  replies •Humanize  the  staff   •  EXPERIMENT-­‐EXPERIMENT-­‐EXPERIMENT!!Thursday, November 17, 11
  25. 25. GENERAL RULES OF A POST 1. IS IT INSPIRING, PROVOCATIVE OR INSIGHTFUL? 2. AM I MAKING PEOPLE LAUGH? 3. AM I MAKING PEOPLE FEEL GOOD ABOUT THEMSELVES?Thursday, November 17, 11
  26. 26. “I realized the importance of having a story today is what really separates companies. People don’t wear our shoes they tell our story” -Blake Mycoskie (CEO, Tom’s Shoes) 25Thursday, November 17, 11
  27. 27. What’s Your Story? Social  media  is  a  different  animal.  It  involves  a  long  term  narraGve   that  is  ever-­‐unfolding  and  closer  to  improvisaGon  than  a  perfect   script..... What  most  organizaGons  fail  to  realize  is  that  it  actually  has  nothing   to  do  with  your  news  or  services.  It’s  actually  the  “stuff”  in  between   that  gives  us  a  look  at  your  organizaGon’s  personality  and  character The  problem  is  that  EVERYONE  is  a  storyteller  in  social  media,  so   how  do  you  create  content  that  cuts  across  the  noise...AND....How   do  you  reach  audiences  who  have  audiences!Thursday, November 17, 11
  28. 28. Storytelling Unlocks Emotions Power of Videos + Events 27Thursday, November 17, 11
  29. 29. Take Your Event LIVE Live  Video  can  drive  social  conversaGons  around  your   program,  event,  iniGaGve  or  announcement The  online  community  can  integrate  with  the  offline   community Not  all  live  video  is  interesGng  so  think  about   “producing”  content Does  your  live  event  need  an  event  curator Plan  your  tech  needs  in  advance Live  content  requires  promoGon  (pre/during) 28Thursday, November 17, 11
  30. 30. Social As A Part Of The Event Experience CreaGng  signage  around  proper  hashtag  to  use Encourage  “Check-­‐In”  Behavior Designated  Areas  For  Bloggers Upload/Social  Update  StaGons Real-­‐Time  Outreach  (“Ms.  Hudson  it’s  actually  #Grammy”) 29Thursday, November 17, 11
  31. 31. Events Are Real Time Communication Opportunities Monitoring  the  conversaGon  in  real  Gme   is  important Planning  your  Listening  Game  Plan  and   Strategy Customized  “Listening  Dashboard” Co-­‐moderaGon  Rights Crisis/Real  Time  Response  Planning Social  Media  War  Room February  13,  2011 Staples  Center   30Thursday, November 17, 11
  32. 32. “THE BAD NEWS. THERE’S NO MAP THE GOOD NEWS. YOU’RE THE MAPMAKER” -SHOSHANA ZUBOFF SOCIAL MEDIA ALLOWS YOU TO SOCIALIZE THE MAPPING PROCESSThursday, November 17, 11

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