The document discusses the transformative impact of technology and the internet on communication and community engagement in the digital age. It emphasizes the importance of meaningful interactions, understanding audience needs, and creating relevant content while fostering offline relationships. Additionally, it offers strategies for effective social media usage and building a network of supporters who can amplify organizational messages.

1. Everything is changing.
What you are doing isn’t
working anymore. The
stakes are higher than
ever.
What does it really take
to make a difference in
the digital age?
Making Big
Things Happen

2. Technology and the Internet, and
their role in our lives, has changed
how we communicate, get and
share information, the media we
consume, and the reasons we
engage with each other ‐ online
and of>line. The effects of these
changes are being felt by all of us,
every day, all the time.

3. [3 Things]

4. [240 Seconds]

5. [Ideastorm]

6. [Must­Reads]

7. There is no ‘right way’ to blog
Everything is social: Relationships Matter:
What people are doing, why Why (and how) you build
it matters, and what you more than a big list of
should do about it. names.
Say anything: Get off the couch:
How content drives activity When you have an audience
and what you should be ready to take action, what
creating to drive results. should you ask them to do.

8. [Social]

9. Listen
Learn
Participate
Adapt

11. Look for
opportunities to
offer information or
action items where
people are looking
for them.

12. Don’t worry so much about
collecting people like
bottlecaps.
Worry about filling your niche
and providing value where the
people are.

13. Look for opportunities
to meet potential
community members
offline to supplement
your online
relationship.

14. [Content]

15. What do people want
(and respond to)?
Timely, relevant, compelling information

16. How do you know
what to create?
Demographic Psychographic
Technographic Behavioral

17. Anything can become
(good) content
Human… ize Personal…ize Local…ize
Operational…ize Granular…ize Opportunity…ize

18. Some (Starter) Ideas
100 Days Read This News
1 Picture Do That Business
20 Questions Tell Him Sports
60 Seconds Ask Her Culture
50 States Say what? Weather

19. [Relationships]

20. The Importance of Conversation
Or Why You Are Wasting Your Time on Social If
You’re Only Talking to Yourself

21. Find the Voice(s) for Your Org
1. Identify your social communications spokespersons.
• Leadership
• Media Spokespersons
• Brand Ambassadors
• Volunteers
• Writers, Editorial Staff
2. Unique voice more important than title.
3. Social stars are in your midst. Find & enlist them.

22. Train First, Then Empower
1. Establish Guidelines.
For AARP: Be Transparent, Be Responsible, Be Non­
Partisan, Be Trained, Be Responsive
2. Know where your organization’s comfort zone is and
stay in the sweet spot.
3. Do not commit to social if you are not prepared to
connect, engage, respond, banter.

23. Have no fear. Ok, some healthy fear.
• Talk to people you know.
• Talk to people you want to know.
• Talk to people you don’t know that are talking
about things you care about.

24. Talk Back: Media

25. Talk Back: Customer/
Member Service

26. Talk Back: Community

27. [Activation]

28. Donors are great…
But what do
you do when…

29. …your donors
aren’t Rich
Uncle
Pennybags?

30. TALENTS EVERYONE
HAS
DIFFERENT

31. bookmark website talk
facebook
rate twitter
submit an tag
idea stumbleupon write
vote blog
check-in like it
@ mention
give create buzz
recruit
feedback
review share
link comment
embed
use it in a host an
retweet presentation digg event

32. 76% of all givers
are motivated by
friends and family
Givers of money, time,
shared links, tweets,
ReTweets, reviews,
votes, ratings,
comments, blog posts…

33. Let go
Trust that they
know the best
way to
communicate
and motivate
their network

34. Example: Atlas Corps

35. [IdeaStorm]

36. Scenario: The media (and
everyone else, online and of>line)
is talking about your issue – but
not your organization.
Challenge: How do you
demonstrate your credibility,
expand your reach, and get help
advance your cause?

37. Tools People
There is no ‘right way’ to blog
Content Activities

38. 24 Hours
7 Days
30 Days
100 Days
365 Days

39. [People]

40. Alison McQuade
amcquade@globalgiving.org
www.facebook.com/globalgiving
@GlobalGiving
@akmcquade

41. Tammy Gordon
tgordon@aarp.org
www.facebook.com/AARP
www.youtube.com/AARP
@AARP
@floridagirlindc

42. Brian Reich
brian@littlemmedia.com
www.thinkingaboutmedia.com
www.facebook.com/BrianReich
@BrianReich

43. Wendy Harman
harmanw@usa.redcross.org
www.facebook.com/redcross
http://blog.redcross.org/
@redcross
@wharman