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Grow Your Community Mediation Brand Through Fresh, Relevant Online Content

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Grow Your Community Mediation Brand Through Fresh, Relevant Online Content

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http://www.collaborativejourneys.com

"Grow Your Community Mediation Brand through fresh, relevant online content"

Webinar delivered by Ben Ziegler for the National Association for Community Mediation, in January 2013.

http://www.collaborativejourneys.com

"Grow Your Community Mediation Brand through fresh, relevant online content"

Webinar delivered by Ben Ziegler for the National Association for Community Mediation, in January 2013.

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Grow Your Community Mediation Brand Through Fresh, Relevant Online Content

  1. 1. Grow your community mediation brand through fresh, relevant online content National Association for Community Mediation January, 2013 Ben Ziegler zieglerconsulting@shaw.ca www.collaborativejourneys.com
  2. 2. Quick Poll What is the primary reason you are attending this webinar? (please select one) • I want online content ideas that I can apply in my organization • I want to learn more about using online content as a business strategy • I want some tips and techniques for managing content • All of the above
  3. 3. Agenda 1. Challenges and Opportunities 2. Good content, “so that”… 3. 3 Keys to good content 4. How-to’s
  4. 4. Challenges and Opportunities
  5. 5. State of Community Mediation 2/3 < $250k budget 2-4 FTE on average Reliance on volunteers Where’s the opportunity here, and how can good content enable that opportunity?
  6. 6. How can online content help: • Sustain existing revenue sources? • Attract new and/or diverse revenue sources? • Support creation of alternative organization structures , and revenue models?
  7. 7. Broadcast  Conversation • Loss of control or opportunity to connect? • A new opportunity to foster community? • An opportunity to 1. Listen, 2. Engage, 3. Publish ?
  8. 8. Photo : Showbizsuperstar on Flickr Consumer  Prosumer • What opportunity does a proliferation of content producers offer? • How does content overload impact your approach to content creation?
  9. 9. Power Law (aka Long Tail)Benefit People Long Tail Head • Law of Accelerating Returns; tech change is exponential • What opportunities could increased reliance on online content provide?
  10. 10. Good content… “so that”… For example: Our goal is that kids feel safe in school and thrive in our community. 1. “Our organization shares compelling content on social media channels that resonates with our audience of legislators so that we get more attention from policymakers” 2. “We want to get more attention from policymakers so that more kid-safe policies will be adopted in our schools” 3. “We want more kid-safe policies adopted in our schools so that kids can focus on learning” 4. “We wand kids to focus on learning so that they can reach their potential and contribute as citizens” Content Socially meaningful outcomes
  11. 11. Quick Poll: What’s the hardest thing for you to do when it comes to online content? (please select one) • get personal, in public • generate valued content • deal with the technology • all of the above
  12. 12. 1. Grow your brand… “so that”3 Keys to good content 1. Keep it fresh 2. Make it relevant 3. Put it online “Brand” Definition: “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” (Seth Godin)
  13. 13. 1. Make it relevant. Showcase others (appreciation may be our greatest psychological need) • Volunteers • Clients • Staff • Partners • Funders • etc. In general, people go online to either: • Get a problem solved, or • Be entertained
  14. 14. Get social • Twitter, Facebook, LinkedIn… • moderate discussions; summarize and share the results with others • provide polls, quizzes, surveys… • collaborate on service delivery; e.g., webinars • Integrate with offline; events, print media… • Blog, forums… • etc. Authenticity • Staff/Board pictures and profiles • be “human” in your communications; stories, humour… • Corporate transparency (critical in tough financial times) • etc. Inform and educate • News • FAQs; for public, volunteers, mediators, partners, funders… • information products; reports, white papers, books… • links to other great resources; e.g., NAFCM… • links to volunteer opportunities (via social media) • tools; e.g., self-assessments, how- to’s… • etc. Showcase and share your work • Case studies • promotional videos • Services and products • etc.
  15. 15. Lead a community cause
  16. 16. “Traditional” Media
  17. 17. 2. Keep it fresh. • Attract attention • Build trust • Sustain relationships
  18. 18. Trust and Relationships
  19. 19. Current issues Engage audience Sustain their interest Screenshot from: NYC Planned Parenthood initiative
  20. 20. 3. Put it online. Visibility = opportunity
  21. 21. Going to the people Photo : andrewcparnell on Flickr
  22. 22. Facebook: “the mall” – 1 billion users (600 million mobile users) Twitter: “the street” – 500 million (200 million active users) LinkedIn: site for professionals – 175 million users YouTube: 800 million users (4 billion views per day) New Town Squares
  23. 23. Quick Poll What is your main client group’s preferred mode of digital communication? (please select one) • by email • by text message • by telephone • by social network (eg., Facebook, Twitter) • none of the above, in-person only
  24. 24. How-To’s • Ladder of engagement • Content management • Core tools • Rules of thumb • Reality check • Resource links
  25. 25. Ladder of engagement Higher levels of engagement • Request for membership • Volunteering • Donations • Creating content of their own • Etc. Lower levels of engagement • Facebook likes, Twitter follows… • People who spend < 30 seconds on your webpage • Etc.
  26. 26. “Business benefits are created through three elements: targeted connections + meaningful content + authentic helpfulness” (Mark Shaefer, The Tao of Twitter)
  27. 27. Content Management Approach Etc… Outposts Hub (Website/ Blog) Where is your audience(s)? Focus on those outposts.
  28. 28. Core Tools • Website • Content management system; e.g. Wordpress • Social media accounts • Photo capture device • Video capture device • Productivity tools; e.g., editing, collaboration, communications
  29. 29. Social Media - Rules of Thumb Pay it forward (Golden Rule) Add value (fresh, relevant…) Participate in conversations Grow community Be yourself
  30. 30. Reality Check on Content Budget () • Become someone’s homework • The Analysis Exchange (free analytics advice) • Collaborate with others on content creation • Use other’s content, with permission • Enable content contributors, with tools and/or support • Google/Search for content • Etc.
  31. 31. A few resources that will help you engage content… Books • Measuring the Networked Nonprofit: Using Data to Change the World (Beth Kanter & Kaitie Paine) • Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and others) that Engage Customers and Ignite Your Business (Ann Hadley & CC Chapman) • Platform: Get Noticed in a Noisy World (Michael Hyatt) • The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time (Mark Schaefer) • Buzzing Communities: Proven Science for Community Managers (Richard Millington) Mediation Communities (in addition to NAFCM, of course!) • ADRHub.com… www.adrhub.com • Mediate.com… www.Mediate.com Nonprofit Technology Network … www.nten.org
  32. 32. Type them into the question box and I will answer as many as possible Questions?
  33. 33. To Contact Ben: zieglerconsulting@shaw.ca http://www.collaborativejourneys.com (blog) @benziegler (Twitter) 1.250.516.3936 (m)

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