The difference is delivering a
Begin with message versus being part of a objectives and conversation. audience You need an effective Internet presence across channels. Gordon Meyer Scarlett Swerdlow Listening is part of your environmental scan! John Kenyon Danielle Brigida http://www.wearemedia.org
Some differences in tactics COMMUNICATIONS
SOCIAL MEDIA Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from quot;What's Next In Media?quot; by Neil Perkin
SETH GODIN – ‘FLIPPING THE
FUNNEL’ Users are inspired and enabled to talk about your organization They spread the message around the network Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Audience •Who must you reach
with your social media efforts to meet your objective? Why this target group? •Is this a target group identified in your organization’s communications plan? •What do they know or believe about your organization or issue? What will resonate with them? •What key points do you want to make with your audience?
THINK ABOUT HOW YOU MEASURE
It’s not all about page views Broader use of hard metrics – users, time spent, comments, pass-alongs …combined with digital ethnographic measures http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
Pick a social media project
that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
Think It Through Before You
Leap! •Objectives •Target Audience •Integration •Culture Change •Capacity •Tools and Tactics •Measurement •Experiment
Sources Sources of Inspiration Inspiration
and WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener) These awesome slide shows I found on SlideShare CC Maine, Tweeting 9-5: The Daily Routine of a Slightly Insane Social Media Strategist Neil Perkins, What’s Next in Media All Photos Creative Commons Licensed from Flickr as noted on slide notes