14. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING
FACEBOOK MESSAGES, HAVING A GOOGLE+
HANGOUT, TWEETING YOUR THOUGHTS,
REVIEWING A RESTAURANT ON YELP, DOING
BUSINESS ON LINKEDIN, SNAPPING PHOTOS
WITH INSTAGRAM, CURATING NEWS ON
REDDIT, FINDING NEW MUSIC ON PANDORA,
BECOMING THE MAYOR OF STARBUCKS
ON FOURSQUARE, READING TUMBLR POSTS
18. DIGITAL MEDIA
YOUTUBE FLICKR
4 billion 50 million
(views per day) (active users)
TUMBLR INSTAGRAM
120 million 1.5 million
(active users) (photos submitted daily)
42. It Takes Time
5 hours/week to start listening
10 hours/week to participate
15 hours/week to create buzz
20 hours/week to build community
3-6 months until you see results
43. It Takes Resources
Creation Graphic Design
Upkeep Website Design
Blog Posts Press Releases
Good Copy Buzz Monitoring
Engagement Crisis Response
Photography Critical Response
Reposts Staff Management
Research Community Management
64. Engage in Conversation
Select the mediums for interaction
Provide relevant content
Engage the influencers
New Media Worksheet at Aids.gov
http://blog.aids.gov/downloads/new-media-strategy-map.pdf
65.
66. Implementer
Innovator
Decision-makers
And Policies How do we get people there?
How many posts per day?
What info do they want?
Do we use events, causes, …?
Outcomes
Who in our network is influential?
Objectives