St Louis 4 - Putting Together

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Presentation by Lisa Colton, 4 of 4 sessions.

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St Louis 4 - Putting Together

  1. 1. Putting It All Together Presented by Lisa Colton, Founder & President Darim Online [email_address] 434.977.1170
  2. 2. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  3. 3. <ul><li>COMMUNICATIONS REVOLUTION </li></ul>
  4. 4. <ul><li>A Tool Can Be A Game Changer </li></ul>Traditional Media Brand in control One way / Deliver msg Repeat message Focused on the brand Educating Org creates content Social Media Audience in control Two way / Conversation Adapt the message Focused on the audience Influencing, Involving User and co-created content How are you adapting?
  5. 5. <ul><li>Be strategic: POST </li></ul><ul><li>Staffing </li></ul><ul><li>Voice </li></ul><ul><li>Policies/Guidelines </li></ul><ul><li>Measurement </li></ul><ul><li>Short, Medium, Long Term </li></ul>AGENDA
  6. 6. <ul><li>P: PEOPLE </li></ul><ul><li>O: OBJECTIVES </li></ul><ul><li>S: STRATEGY </li></ul><ul><li>T: TECHNOLOGY </li></ul>P.O.S.T. Groundswell , by Charlene Li and Josh Bernoff
  7. 7. Know Your Audience Conversationalists: 56% female 70% 30+ yrs old Fastest growing Facebook demographic: 45-65 yr old women
  8. 8. Staffing
  9. 9. Staffing <ul><li>Who should be representing your org? </li></ul><ul><li>Where are fuzzy personal/pro boundaries mutually beneficial or not good? </li></ul><ul><li>What happens if staff have different norms of what’s “professional”? </li></ul><ul><li>And how do you coordinate the staff and measure impact? </li></ul>It’s Everyone’s Job!
  10. 10. Voice What voice is authentic, and stands out to gain your audience’s attention?
  11. 11. Guidelines & Policies
  12. 12. Guidelines & Policies <ul><li>See samples -- link on your resource page </li></ul><ul><li>Education and communication are key. Create a culture where discussion is safe and encouraged. </li></ul><ul><li>Change is the only guarantee - tools and culture </li></ul><ul><li>Refer to other personnel policies and discuss how they apply online too. </li></ul><ul><li>Put photo/video releases in every form/application. </li></ul>
  13. 13. Measurement <ul><li>Focus on your mission and goals </li></ul><ul><li>What is it you want to know? </li></ul><ul><li>How will you know? </li></ul><ul><li>What do the statistics tell you (or don’t) </li></ul><ul><li>How will you track the stats? </li></ul>
  14. 14. <ul><li>Tangible </li></ul><ul><li>Donations </li></ul><ul><li>Leads </li></ul><ul><li>Subscribers </li></ul><ul><li>Members </li></ul><ul><li>Saved time saved cost </li></ul><ul><li>Increased hits/rank, PR </li></ul><ul><li>Action </li></ul>Measurement <ul><li>Intangible </li></ul><ul><li>Learning </li></ul><ul><li>Interaction </li></ul><ul><li>Engagement </li></ul><ul><li>Branding </li></ul><ul><li>Loyalty </li></ul><ul><li>Satisfaction </li></ul><ul><li>Feedback </li></ul>Source: KD Paine, a social media metrics expert.
  15. 15. <ul><li>W </li></ul><ul><li>H </li></ul><ul><li>E </li></ul><ul><li>R </li></ul><ul><li>E </li></ul><ul><li>T </li></ul><ul><li>O </li></ul><ul><li>B </li></ul><ul><li>E </li></ul>Between a PIONEER & a TORTOISE Is a FAST FOLLOWER Source: Flickr user ucumari Source: Flickr user smitag4
  16. 16. <ul><li>THE FUTURE IS… </li></ul>
  17. 17. <ul><li>AJWS </li></ul>Source: mcommons.com/blog AJWS Red Cross receiving half of their donations by text msg. $27m by 1/19
  18. 18. Community Building Source: Flickr user JYRO
  19. 19. Community Building Source: Flickr user Rick Neves
  20. 20. Community Building Source: Flickr user divemasterking2000
  21. 21. <ul><li>It’s a Tool </li></ul>Success of the tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.
  22. 22. <ul><li>John Fitch’s Steam Engine </li></ul>
  23. 23. <ul><li>John Fitch’s Steam Engine </li></ul>
  24. 24. IT’S NOT ABOUT TECHNOLOGY

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