SlideShare a Scribd company logo
1 of 38
Download to read offline
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
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
Agenda
1. Challenges and Opportunities
2. Good content, “so that”…
3. 3 Keys to good content
4. How-to’s
Challenges and Opportunities
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?
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?
Broadcast  Conversation
• Loss of control or opportunity to connect?
• A new opportunity to foster community?
• An opportunity to 1. Listen, 2. Engage, 3. Publish ?
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?
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?
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
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
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)
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
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.
Lead a community cause
“Traditional” Media
2. Keep it fresh.
• Attract attention
• Build trust
• Sustain relationships
Trust and Relationships
Current issues
Engage
audience
Sustain their
interest
Screenshot from: NYC Planned Parenthood initiative
3. Put it online.
Visibility = opportunity
Going to the
people
Photo : andrewcparnell on Flickr
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
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
How-To’s
• Ladder of engagement
• Content management
• Core tools
• Rules of thumb
• Reality check
• Resource links
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.
“Business benefits are created
through three elements: targeted
connections + meaningful
content + authentic helpfulness”
(Mark Shaefer, The Tao of Twitter)
Content Management Approach
Etc…
Outposts
Hub
(Website/
Blog)
Where is your
audience(s)?
Focus on those
outposts.
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
Social Media - Rules of Thumb
Pay it forward (Golden Rule)
Add value (fresh, relevant…)
Participate in conversations
Grow community
Be yourself
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.
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
Type them into the question box and I
will answer as many as possible
Questions?
To Contact Ben:
zieglerconsulting@shaw.ca
http://www.collaborativejourneys.com (blog)
@benziegler (Twitter)
1.250.516.3936 (m)

More Related Content

What's hot

Wikinomics: crowdsharing and innovation
Wikinomics: crowdsharing and innovation Wikinomics: crowdsharing and innovation
Wikinomics: crowdsharing and innovation Rahul Singh
 
Future of social networks & Open innovation
Future of social networks & Open innovationFuture of social networks & Open innovation
Future of social networks & Open innovationsamink
 
Wikinomics – tapscott and williams
Wikinomics – tapscott and williamsWikinomics – tapscott and williams
Wikinomics – tapscott and williamsangusstephens1997
 
Spectacles of internet democracy
Spectacles of internet democracySpectacles of internet democracy
Spectacles of internet democracynetworksap
 
Iabc social media presentation 11 apr2013
Iabc social media presentation 11 apr2013Iabc social media presentation 11 apr2013
Iabc social media presentation 11 apr2013Kevin MacKenzie
 
Building 21st Century Tribes
Building 21st Century Tribes Building 21st Century Tribes
Building 21st Century Tribes Darren Sharp
 
Web 2 0 for Social Change
Web 2 0 for Social ChangeWeb 2 0 for Social Change
Web 2 0 for Social ChangeHoukje
 
Social media for social good presentation at the Involve YH conference in Sep...
Social media for social good presentation at the Involve YH conference in Sep...Social media for social good presentation at the Involve YH conference in Sep...
Social media for social good presentation at the Involve YH conference in Sep...Casey Morrison
 
The Age of Digital Campaigning
The Age of Digital Campaigning The Age of Digital Campaigning
The Age of Digital Campaigning emmas1414
 
Social Media in Emergency Management
Social Media in Emergency ManagementSocial Media in Emergency Management
Social Media in Emergency ManagementChris Cree
 
When citizens get involved : the power of online communities and crowdsourcing
When citizens get involved : the power of online communities and crowdsourcingWhen citizens get involved : the power of online communities and crowdsourcing
When citizens get involved : the power of online communities and crowdsourcingJorieke Vyncke
 
10 Crossmediale politiek
10 Crossmediale politiek10 Crossmediale politiek
10 Crossmediale politiekDre
 
Effing r basis_social_media_2010
Effing r basis_social_media_2010Effing r basis_social_media_2010
Effing r basis_social_media_2010robineffing
 
Councillors Connected IDeA online conference 8th April 2009
Councillors Connected IDeA online conference 8th April 2009Councillors Connected IDeA online conference 8th April 2009
Councillors Connected IDeA online conference 8th April 2009Dominic Campbell
 
Non-profits and social media: the nows and nexts
Non-profits and social media: the nows and nextsNon-profits and social media: the nows and nexts
Non-profits and social media: the nows and nextsMax St John
 
Digital Flipbook: Clicktivism
Digital Flipbook: ClicktivismDigital Flipbook: Clicktivism
Digital Flipbook: ClicktivismSabrina Ney
 
Edward Andersson: "Where next for engagement?"
Edward Andersson: "Where next for engagement?"Edward Andersson: "Where next for engagement?"
Edward Andersson: "Where next for engagement?"InvolveFoundation
 
Crowdsourcing presentation (slideshare)
Crowdsourcing presentation (slideshare)Crowdsourcing presentation (slideshare)
Crowdsourcing presentation (slideshare)Olivia Ley
 

What's hot (20)

Wikinomics: crowdsharing and innovation
Wikinomics: crowdsharing and innovation Wikinomics: crowdsharing and innovation
Wikinomics: crowdsharing and innovation
 
Future of social networks & Open innovation
Future of social networks & Open innovationFuture of social networks & Open innovation
Future of social networks & Open innovation
 
Wikinomics – tapscott and williams
Wikinomics – tapscott and williamsWikinomics – tapscott and williams
Wikinomics – tapscott and williams
 
Spectacles of internet democracy
Spectacles of internet democracySpectacles of internet democracy
Spectacles of internet democracy
 
Iabc social media presentation 11 apr2013
Iabc social media presentation 11 apr2013Iabc social media presentation 11 apr2013
Iabc social media presentation 11 apr2013
 
Obama Social Media
Obama Social MediaObama Social Media
Obama Social Media
 
Building 21st Century Tribes
Building 21st Century Tribes Building 21st Century Tribes
Building 21st Century Tribes
 
Web 2 0 for Social Change
Web 2 0 for Social ChangeWeb 2 0 for Social Change
Web 2 0 for Social Change
 
Social media for social good presentation at the Involve YH conference in Sep...
Social media for social good presentation at the Involve YH conference in Sep...Social media for social good presentation at the Involve YH conference in Sep...
Social media for social good presentation at the Involve YH conference in Sep...
 
The Age of Digital Campaigning
The Age of Digital Campaigning The Age of Digital Campaigning
The Age of Digital Campaigning
 
Social Media in Emergency Management
Social Media in Emergency ManagementSocial Media in Emergency Management
Social Media in Emergency Management
 
When citizens get involved : the power of online communities and crowdsourcing
When citizens get involved : the power of online communities and crowdsourcingWhen citizens get involved : the power of online communities and crowdsourcing
When citizens get involved : the power of online communities and crowdsourcing
 
10 Crossmediale politiek
10 Crossmediale politiek10 Crossmediale politiek
10 Crossmediale politiek
 
Effing r basis_social_media_2010
Effing r basis_social_media_2010Effing r basis_social_media_2010
Effing r basis_social_media_2010
 
Councillors Connected IDeA online conference 8th April 2009
Councillors Connected IDeA online conference 8th April 2009Councillors Connected IDeA online conference 8th April 2009
Councillors Connected IDeA online conference 8th April 2009
 
Non-profits and social media: the nows and nexts
Non-profits and social media: the nows and nextsNon-profits and social media: the nows and nexts
Non-profits and social media: the nows and nexts
 
Digital Flipbook: Clicktivism
Digital Flipbook: ClicktivismDigital Flipbook: Clicktivism
Digital Flipbook: Clicktivism
 
Day 1 What and Why
Day 1 What and WhyDay 1 What and Why
Day 1 What and Why
 
Edward Andersson: "Where next for engagement?"
Edward Andersson: "Where next for engagement?"Edward Andersson: "Where next for engagement?"
Edward Andersson: "Where next for engagement?"
 
Crowdsourcing presentation (slideshare)
Crowdsourcing presentation (slideshare)Crowdsourcing presentation (slideshare)
Crowdsourcing presentation (slideshare)
 

Viewers also liked

Community Moderation; best practice
Community Moderation; best practiceCommunity Moderation; best practice
Community Moderation; best practiceTwentyfirst
 
NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...
NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...
NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...virtualmediationlab
 
Credibility in online word-of-mouth
Credibility in online word-of-mouthCredibility in online word-of-mouth
Credibility in online word-of-mouthtim smits
 
School mediation
School   mediationSchool   mediation
School mediationPatoEva
 
Mediation Presentation
Mediation PresentationMediation Presentation
Mediation Presentationiharbottle
 
Meditation
MeditationMeditation
Meditationonechull
 
Mediation and representation
Mediation and representationMediation and representation
Mediation and representationkbamediastudies
 
Introduction to Mediation using SPSS
Introduction to Mediation using SPSSIntroduction to Mediation using SPSS
Introduction to Mediation using SPSSsmackinnon
 

Viewers also liked (11)

Community Moderation; best practice
Community Moderation; best practiceCommunity Moderation; best practice
Community Moderation; best practice
 
NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...
NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...
NAFCM December 5, 2013 Webinar "How Online Mediation Can Help Community Media...
 
Conflict Mediation Course
Conflict Mediation CourseConflict Mediation Course
Conflict Mediation Course
 
Credibility in online word-of-mouth
Credibility in online word-of-mouthCredibility in online word-of-mouth
Credibility in online word-of-mouth
 
School mediation
School   mediationSchool   mediation
School mediation
 
Mediation Presentation
Mediation PresentationMediation Presentation
Mediation Presentation
 
Mediation -complete
Mediation  -completeMediation  -complete
Mediation -complete
 
Meditation
MeditationMeditation
Meditation
 
Mediation and representation
Mediation and representationMediation and representation
Mediation and representation
 
Benefits of Meditation
Benefits of MeditationBenefits of Meditation
Benefits of Meditation
 
Introduction to Mediation using SPSS
Introduction to Mediation using SPSSIntroduction to Mediation using SPSS
Introduction to Mediation using SPSS
 

Similar to Grow Your Community Mediation Brand Through Fresh, Relevant Online Content

Become a social media hero for your not-for-profit
Become a social media hero for your not-for-profitBecome a social media hero for your not-for-profit
Become a social media hero for your not-for-profitBen Teoh
 
Effective business engagement using online communities
Effective business engagement using online communitiesEffective business engagement using online communities
Effective business engagement using online communitiessuresh sood
 
Texas Library Association 2021 - Social Media for Librarians
Texas Library Association 2021 - Social Media for LibrariansTexas Library Association 2021 - Social Media for Librarians
Texas Library Association 2021 - Social Media for LibrariansCaitlin Jeansonne
 
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...
5 steps to becoming a social & collaborative enterprise -  Andrew Bishop - Ja...5 steps to becoming a social & collaborative enterprise -  Andrew Bishop - Ja...
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...Andrew Bishop
 
Social on a shoestring. Small charities communications conference, 23 Septemb...
Social on a shoestring. Small charities communications conference, 23 Septemb...Social on a shoestring. Small charities communications conference, 23 Septemb...
Social on a shoestring. Small charities communications conference, 23 Septemb...CharityComms
 
Using Social Media and Online Technologies in the Public Workforce System
Using Social Media and Online Technologies in the Public Workforce SystemUsing Social Media and Online Technologies in the Public Workforce System
Using Social Media and Online Technologies in the Public Workforce SystemColleen LaRose
 
Using Social Media to Increase Donations
Using Social Media to Increase DonationsUsing Social Media to Increase Donations
Using Social Media to Increase DonationsAbila
 
MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...
MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...
MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...CanadaHelps / MyCharityConnects
 
Digitalsurgeons Social Media Seminar C C A T
Digitalsurgeons  Social  Media  Seminar C C A TDigitalsurgeons  Social  Media  Seminar C C A T
Digitalsurgeons Social Media Seminar C C A TDigital Surgeons
 
5 steps to becoming a social enterprise andrew bishop-jacobs
5 steps to becoming a social enterprise andrew bishop-jacobs5 steps to becoming a social enterprise andrew bishop-jacobs
5 steps to becoming a social enterprise andrew bishop-jacobsJacobs Australia
 
Social Media: Which to? How to? Why to?
Social Media: Which to? How to? Why to?Social Media: Which to? How to? Why to?
Social Media: Which to? How to? Why to?Auctori
 
Social Media for Nonprofits in 10 minutes a day
Social Media for Nonprofits in 10 minutes a daySocial Media for Nonprofits in 10 minutes a day
Social Media for Nonprofits in 10 minutes a dayArabella DeLucco
 
GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...
GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...
GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...GuideStar
 

Similar to Grow Your Community Mediation Brand Through Fresh, Relevant Online Content (20)

Become a social media hero for your not-for-profit
Become a social media hero for your not-for-profitBecome a social media hero for your not-for-profit
Become a social media hero for your not-for-profit
 
Become a social media hero
Become a social media heroBecome a social media hero
Become a social media hero
 
Effective business engagement using online communities
Effective business engagement using online communitiesEffective business engagement using online communities
Effective business engagement using online communities
 
Social Media Strategy for Beginners
Social Media Strategy for BeginnersSocial Media Strategy for Beginners
Social Media Strategy for Beginners
 
Texas Library Association 2021 - Social Media for Librarians
Texas Library Association 2021 - Social Media for LibrariansTexas Library Association 2021 - Social Media for Librarians
Texas Library Association 2021 - Social Media for Librarians
 
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...
5 steps to becoming a social & collaborative enterprise -  Andrew Bishop - Ja...5 steps to becoming a social & collaborative enterprise -  Andrew Bishop - Ja...
5 steps to becoming a social & collaborative enterprise - Andrew Bishop - Ja...
 
Social on a shoestring. Small charities communications conference, 23 Septemb...
Social on a shoestring. Small charities communications conference, 23 Septemb...Social on a shoestring. Small charities communications conference, 23 Septemb...
Social on a shoestring. Small charities communications conference, 23 Septemb...
 
Using Social Media and Online Technologies in the Public Workforce System
Using Social Media and Online Technologies in the Public Workforce SystemUsing Social Media and Online Technologies in the Public Workforce System
Using Social Media and Online Technologies in the Public Workforce System
 
Using Social Media to Increase Donations
Using Social Media to Increase DonationsUsing Social Media to Increase Donations
Using Social Media to Increase Donations
 
MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...
MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...
MyCharityConnects Peel - Back to Basics: Developing a Social Media Strategy f...
 
Essential Twitter Tips For Your Charity
Essential Twitter Tips For Your CharityEssential Twitter Tips For Your Charity
Essential Twitter Tips For Your Charity
 
Why social?
Why social?Why social?
Why social?
 
Digitalsurgeons Social Media Seminar C C A T
Digitalsurgeons  Social  Media  Seminar C C A TDigitalsurgeons  Social  Media  Seminar C C A T
Digitalsurgeons Social Media Seminar C C A T
 
5 steps to becoming a social enterprise andrew bishop-jacobs
5 steps to becoming a social enterprise andrew bishop-jacobs5 steps to becoming a social enterprise andrew bishop-jacobs
5 steps to becoming a social enterprise andrew bishop-jacobs
 
Social Media: Which to? How to? Why to?
Social Media: Which to? How to? Why to?Social Media: Which to? How to? Why to?
Social Media: Which to? How to? Why to?
 
Social Media for Nonprofits in 10 minutes a day
Social Media for Nonprofits in 10 minutes a daySocial Media for Nonprofits in 10 minutes a day
Social Media for Nonprofits in 10 minutes a day
 
Firefighters2010 social media
Firefighters2010 social mediaFirefighters2010 social media
Firefighters2010 social media
 
Building a digital media plan
Building a digital media planBuilding a digital media plan
Building a digital media plan
 
Stay Connected: LinkedIn for Nonprofits
Stay Connected: LinkedIn for Nonprofits Stay Connected: LinkedIn for Nonprofits
Stay Connected: LinkedIn for Nonprofits
 
GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...
GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...
GuideStar Webinar (03/28/13) - Social Media for Nonprofits: Killer Content in...
 

More from Ben Ziegler

Virtual Collaboration: A How-to Primer
Virtual Collaboration: A How-to PrimerVirtual Collaboration: A How-to Primer
Virtual Collaboration: A How-to PrimerBen Ziegler
 
Cross Cultural Conflict Management
Cross Cultural Conflict ManagementCross Cultural Conflict Management
Cross Cultural Conflict ManagementBen Ziegler
 
Cross Cultural Conflict Management
Cross Cultural Conflict Management  Cross Cultural Conflict Management
Cross Cultural Conflict Management Ben Ziegler
 
Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...
Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...
Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...Ben Ziegler
 
From Collaboration to Innovation
From Collaboration to InnovationFrom Collaboration to Innovation
From Collaboration to InnovationBen Ziegler
 
Appropriate Dispute Resolution for Small (and Big!) Business
Appropriate Dispute Resolution for Small (and Big!) BusinessAppropriate Dispute Resolution for Small (and Big!) Business
Appropriate Dispute Resolution for Small (and Big!) BusinessBen Ziegler
 
Collaborative Maxims
Collaborative MaximsCollaborative Maxims
Collaborative MaximsBen Ziegler
 

More from Ben Ziegler (7)

Virtual Collaboration: A How-to Primer
Virtual Collaboration: A How-to PrimerVirtual Collaboration: A How-to Primer
Virtual Collaboration: A How-to Primer
 
Cross Cultural Conflict Management
Cross Cultural Conflict ManagementCross Cultural Conflict Management
Cross Cultural Conflict Management
 
Cross Cultural Conflict Management
Cross Cultural Conflict Management  Cross Cultural Conflict Management
Cross Cultural Conflict Management
 
Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...
Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...
Dispute Resolution for Small Business - Greater Victoria Chamber of Commerce ...
 
From Collaboration to Innovation
From Collaboration to InnovationFrom Collaboration to Innovation
From Collaboration to Innovation
 
Appropriate Dispute Resolution for Small (and Big!) Business
Appropriate Dispute Resolution for Small (and Big!) BusinessAppropriate Dispute Resolution for Small (and Big!) Business
Appropriate Dispute Resolution for Small (and Big!) Business
 
Collaborative Maxims
Collaborative MaximsCollaborative Maxims
Collaborative Maxims
 

Recently uploaded

Everything you need to know about your Parish or Town council website & .gov....
Everything you need to know about your Parish or Town council website & .gov....Everything you need to know about your Parish or Town council website & .gov....
Everything you need to know about your Parish or Town council website & .gov....Scribe
 
Item # 7-8 - 6900 Broadway P&Z Case # 438
Item # 7-8 - 6900 Broadway P&Z Case # 438Item # 7-8 - 6900 Broadway P&Z Case # 438
Item # 7-8 - 6900 Broadway P&Z Case # 438ahcitycouncil
 
Building a better Britain: How cities like Bradford can help to end economic ...
Building a better Britain: How cities like Bradford can help to end economic ...Building a better Britain: How cities like Bradford can help to end economic ...
Building a better Britain: How cities like Bradford can help to end economic ...ResolutionFoundation
 
Harbin-Gross-Spring2022.pdf Yale Historical Review
Harbin-Gross-Spring2022.pdf Yale Historical ReviewHarbin-Gross-Spring2022.pdf Yale Historical Review
Harbin-Gross-Spring2022.pdf Yale Historical Reviewyalehistoricalreview
 
International Day of Plants Health 2024, May 12th.
International Day of Plants Health 2024, May 12th.International Day of Plants Health 2024, May 12th.
International Day of Plants Health 2024, May 12th.Christina Parmionova
 
学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样
学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样
学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样xunbfu
 
PPT Item # 7&8 6900 Broadway P&Z Case # 438
PPT Item # 7&8 6900 Broadway P&Z Case # 438PPT Item # 7&8 6900 Broadway P&Z Case # 438
PPT Item # 7&8 6900 Broadway P&Z Case # 438ahcitycouncil
 
The 2024 World Wildlife Crime Report tracks all these issues, trends and more...
The 2024 World Wildlife Crime Report tracks all these issues, trends and more...The 2024 World Wildlife Crime Report tracks all these issues, trends and more...
The 2024 World Wildlife Crime Report tracks all these issues, trends and more...Christina Parmionova
 
Nitrogen filled high expansion foam in open Containers
Nitrogen filled high expansion foam in open ContainersNitrogen filled high expansion foam in open Containers
Nitrogen filled high expansion foam in open ContainersHarm Kiezebrink
 
Plant health, safe trade and digital technology.
Plant health, safe trade and digital technology.Plant health, safe trade and digital technology.
Plant health, safe trade and digital technology.Christina Parmionova
 
World Wildlife Crime Report 2024 - Introduction
World Wildlife Crime Report 2024 - IntroductionWorld Wildlife Crime Report 2024 - Introduction
World Wildlife Crime Report 2024 - IntroductionChristina Parmionova
 
PPT Item # 5 -- Announcements Powerpoint
PPT Item # 5 -- Announcements PowerpointPPT Item # 5 -- Announcements Powerpoint
PPT Item # 5 -- Announcements Powerpointahcitycouncil
 
Securing the Future | Public Good App House
Securing the Future | Public Good App HouseSecuring the Future | Public Good App House
Securing the Future | Public Good App HouseTechSoup
 
一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查
一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查
一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查4ulkzl7ne
 
Electric vehicle infrastructure in rural areas
Electric vehicle infrastructure in rural areasElectric vehicle infrastructure in rural areas
Electric vehicle infrastructure in rural areasRPO America
 
2024: The FAR - Federal Acquisition Regulations, Part 33
2024: The FAR - Federal Acquisition Regulations, Part 332024: The FAR - Federal Acquisition Regulations, Part 33
2024: The FAR - Federal Acquisition Regulations, Part 33JSchaus & Associates
 
Electric Vehicle infrastructure planning in Rural Planning Organizations
Electric Vehicle infrastructure planning in Rural Planning OrganizationsElectric Vehicle infrastructure planning in Rural Planning Organizations
Electric Vehicle infrastructure planning in Rural Planning OrganizationsRPO America
 
Dawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 YukonDawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 Yukonpmenzies
 

Recently uploaded (20)

The Outlook for the Budget and the Economy
The Outlook for the Budget and the EconomyThe Outlook for the Budget and the Economy
The Outlook for the Budget and the Economy
 
Everything you need to know about your Parish or Town council website & .gov....
Everything you need to know about your Parish or Town council website & .gov....Everything you need to know about your Parish or Town council website & .gov....
Everything you need to know about your Parish or Town council website & .gov....
 
Item # 7-8 - 6900 Broadway P&Z Case # 438
Item # 7-8 - 6900 Broadway P&Z Case # 438Item # 7-8 - 6900 Broadway P&Z Case # 438
Item # 7-8 - 6900 Broadway P&Z Case # 438
 
Building a better Britain: How cities like Bradford can help to end economic ...
Building a better Britain: How cities like Bradford can help to end economic ...Building a better Britain: How cities like Bradford can help to end economic ...
Building a better Britain: How cities like Bradford can help to end economic ...
 
Harbin-Gross-Spring2022.pdf Yale Historical Review
Harbin-Gross-Spring2022.pdf Yale Historical ReviewHarbin-Gross-Spring2022.pdf Yale Historical Review
Harbin-Gross-Spring2022.pdf Yale Historical Review
 
International Day of Plants Health 2024, May 12th.
International Day of Plants Health 2024, May 12th.International Day of Plants Health 2024, May 12th.
International Day of Plants Health 2024, May 12th.
 
学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样
学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样
学校原版(um毕业证书)马来亚大学毕业证电子版学位证书原版一模一样
 
PPT Item # 7&8 6900 Broadway P&Z Case # 438
PPT Item # 7&8 6900 Broadway P&Z Case # 438PPT Item # 7&8 6900 Broadway P&Z Case # 438
PPT Item # 7&8 6900 Broadway P&Z Case # 438
 
The 2024 World Wildlife Crime Report tracks all these issues, trends and more...
The 2024 World Wildlife Crime Report tracks all these issues, trends and more...The 2024 World Wildlife Crime Report tracks all these issues, trends and more...
The 2024 World Wildlife Crime Report tracks all these issues, trends and more...
 
Nitrogen filled high expansion foam in open Containers
Nitrogen filled high expansion foam in open ContainersNitrogen filled high expansion foam in open Containers
Nitrogen filled high expansion foam in open Containers
 
Plant health, safe trade and digital technology.
Plant health, safe trade and digital technology.Plant health, safe trade and digital technology.
Plant health, safe trade and digital technology.
 
World Wildlife Crime Report 2024 - Introduction
World Wildlife Crime Report 2024 - IntroductionWorld Wildlife Crime Report 2024 - Introduction
World Wildlife Crime Report 2024 - Introduction
 
PPT Item # 5 -- Announcements Powerpoint
PPT Item # 5 -- Announcements PowerpointPPT Item # 5 -- Announcements Powerpoint
PPT Item # 5 -- Announcements Powerpoint
 
Securing the Future | Public Good App House
Securing the Future | Public Good App HouseSecuring the Future | Public Good App House
Securing the Future | Public Good App House
 
BioandPicforRepKendrick_LastUpdatedMay2024
BioandPicforRepKendrick_LastUpdatedMay2024BioandPicforRepKendrick_LastUpdatedMay2024
BioandPicforRepKendrick_LastUpdatedMay2024
 
一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查
一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查
一比一原版新西兰奥塔哥大学毕业证成绩单学位证留信学历认证可查
 
Electric vehicle infrastructure in rural areas
Electric vehicle infrastructure in rural areasElectric vehicle infrastructure in rural areas
Electric vehicle infrastructure in rural areas
 
2024: The FAR - Federal Acquisition Regulations, Part 33
2024: The FAR - Federal Acquisition Regulations, Part 332024: The FAR - Federal Acquisition Regulations, Part 33
2024: The FAR - Federal Acquisition Regulations, Part 33
 
Electric Vehicle infrastructure planning in Rural Planning Organizations
Electric Vehicle infrastructure planning in Rural Planning OrganizationsElectric Vehicle infrastructure planning in Rural Planning Organizations
Electric Vehicle infrastructure planning in Rural Planning Organizations
 
Dawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 YukonDawson City Rolling Ads for May 15 2024 Yukon
Dawson City Rolling Ads for May 15 2024 Yukon
 

Grow Your Community Mediation Brand Through Fresh, Relevant Online Content

  • 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. 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. Agenda 1. Challenges and Opportunities 2. Good content, “so that”… 3. 3 Keys to good content 4. How-to’s
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.
  • 16.
  • 17.
  • 19.
  • 21. 2. Keep it fresh. • Attract attention • Build trust • Sustain relationships
  • 23. Current issues Engage audience Sustain their interest Screenshot from: NYC Planned Parenthood initiative
  • 24. 3. Put it online. Visibility = opportunity
  • 25. Going to the people Photo : andrewcparnell on Flickr
  • 26. 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
  • 27. 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
  • 28. How-To’s • Ladder of engagement • Content management • Core tools • Rules of thumb • Reality check • Resource links
  • 29. 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.
  • 30. “Business benefits are created through three elements: targeted connections + meaningful content + authentic helpfulness” (Mark Shaefer, The Tao of Twitter)
  • 31.
  • 32. Content Management Approach Etc… Outposts Hub (Website/ Blog) Where is your audience(s)? Focus on those outposts.
  • 33. 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
  • 34. Social Media - Rules of Thumb Pay it forward (Golden Rule) Add value (fresh, relevant…) Participate in conversations Grow community Be yourself
  • 35. 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.
  • 36. 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
  • 37. Type them into the question box and I will answer as many as possible Questions?