6. Leaders Say the Right Things But… Speaker Nancy Peolsi: “…what are the three most important issues facing Congress? Our children, our children, our children” (Washington Post, Dec. 21, 2009) “ Democratic Sen. Max Baucus, chairman of the Senate Finance Committee, said the expansion of the Children's Health Insurance Program was the most significant development of the past 10 years” (Great Falls Tribune, Jan. 3, 2010 )
14. Social Media: Reaching “Media Elites” A report released this month by Jane Waldfogel of Columbia University and the London School of Economics paints a fascinating portrait of how smart policies and targeted investments in that country have produced stellar results.
17. Speak with One Voice Children at the Federal Level: Children Children’s Health Education Head Start Child Care Juvenile Justice Foster Care Home Visiting Child Safety Seats Infant Mortality Childhood Obesity Substance Abuse Bullying Even Start Healthy Start Child Abuse & Neglect Immunizations No Child Left Behind Adoption Maternal & Child Health Childhood Research Autism Child Development Pre-K Missing & Exploited Children Smoking Prevention Child Tax Credit Service Child Nutrition Build Will: Creating a Campaign and Speaking With One Voice
20. Ladder of Love on Social Media FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES Source: Beth Kanter Why it is a good idea to get started
21. Have A Strategy: Content Curation FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES Source: Gartner Technology Hype Cycles
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23. Spreadsheet: Who is Posting What, Where, When Recycle, Repurpose, Reimagine Report Release
24. Bruce Lesley President, First Focus [email_address] 202-657-0670 www.firstfocus.net Contact Information Children in the Budget:
Editor's Notes
Let’s talk a little bit about how to gain attention in an age of media clutter and overload …. The importance of having an “integrated strategy” – while we are initially focusing on strenghtening your Facebook presence, Facebook alone is not enough. The media landscape today consists of four domains Tra ditional media …. (such as CNN, NY Times) Tra digital media … (includes mostly blogs with a lot of authority like the Huffington Post) Owne d Media …. (this is your organization’s web site) Social Media … which includes social networks like Facebook, Twitter – increasingly being accessed on mobile devices What’s interesting is that the consumer does not make the distinction – they may get their news from reading a friend’s newsfeed or hear it on NPR or follow NPR on Facebook or get email alerts, etc. While many nonprofits are aware that the media landscape has changed, most are finding it difficult to implement an effective integrated strategy to leverage it. Momsrising has done a great job of this … they engage people and encourage them to share their stories – and they in turn share those stories through all four domains.
When asked whether the following programs should receive no reduction, a minor reduction, or a major reduction, voters clearly protect children. In fact children’s programs are the most important to voters relative to other potential program cuts. The least popular cuts all directly affect children, including cuts to k-12 education, federal child nutrition programs, CHIP and Head Start. In fact some of our questions revealed that the public supports children’s programs as much – if not more than – seniors programs.
• Some programs are easy to identify as kids’ spending because they specifically target kids and no one else • Other programs and funding streams have to be divvied up because they benefit both kids and adults – for these we count only the share of spending that matches the share of recipients that are kids • For this book, we don’t count tax programs even though those contribute a lot of money to families with kids.
So, while it is important to have an integrated strategy – that’s at an advanced maturity of practice – and you have to start somewhere .. So let’s look at how the ladder of engagement plays out on Facebook. Scaffolding by depth of relationship is a familiar framework for many nonprofits – whether it is donors or activists have tactics that move people up the ”Ladder of Engagement.” This is how it plays out on Facebook, but think across all your channels. Let me take you through this model with a specific example … Here is a list of some of the most important qualities of fans of a brand’s Facebook Page. Some of these also translate to other social networks, including Twitter. Attention. When someone “likes” a Facebook Page, they are usually expressing their affinity for a product, brand, organization, individual or whatever or whomever is represented on the Page. But do they pay attention? In my mind, attention is, at its most basic, watching out for or noticing the status updates from brands in one’s newsfeed. Engagement. Taking attention to the next level, a good fan responds to your status updates. They not only noticed but felt compelled to react in some way, usually with a “like” on the update or (better yet) with a comment. Action: They share their personal story, they sign petition, they attend an offline event, they call their legislator A good fan not only responds to your updates but comments on other fans’ comments. Love. There are some fans who rise to the top as organic leaders of the community that forms on a Facebook Page, most commonly on its Wall, but sometimes within Discussions. These are fans to watch closely and to consider rewarding over time. Once a fan is attentive, participates, interacts and start to take the lead in conversations, you are witnessing a powerful form of loyalty to your brand. They are going beyond simply being interested in the goods or services you are offering, but are willing to spend time and energy in the social space you’ve created to align themselves with you. Wow! Your fans can easily become evangelists for your brand. What are you doing (in a transparent, generous and respectful manner) every step of the way to encourage this behavior? It is so easy to “share” what you like on Facebook. What are you doing that is worthy of sharing?
This model come from Gartner: http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp The model helps you understand an emerging technology within the context of the industry and individual appetite for risk. You have three choices: Early Move: You are willing to combine risk taking with an understanding that risky investments don’t always pay off, you could reap the rewards of early adoption. Moderate Approach: You understand the argument for an early investment but will also insist on a sound cost/benefit analysis when new ways of doing things are not yet fully proven. Wait for maturation? If there are too many unanswered questions about the impact of the technology platform, it may be better to wait until others have been able to deliver tangible value. http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp http://www.bethkanter.org/np-google/
