Start with the Fundamentals No marketing technique will work without… A compelling story And an understanding of your audience Clear goals
Take Advantage of the Network Effect <ul><li>What channels and mediums are your audience using? </li></ul><ul><li>What will inspire them to follow your org there? </li></ul><ul><li>What will then help them tell their network? </li></ul>Interesting content feeds the network effect
Is Your Tech Infrastructure in Order ? Most social media tactics have less bang-for-the-buck than core infrastructure like networks, websites, and email Effective and function computers and networks At least a basic website presence Well thought out email strategy Enlist people in spreading the word/ creating content Basic Outreach (SEO, bloggers) Listen to Online Communities
How Much Time Do You Have? Don’t underestimate the amount of time it takes to successfully engage in a conversation. Factor in, per week: These are wild guesstimates Write your own blog 4-6 hrs+ Manage a blog written by volunteers 2-4 hrs+ Oversee a large online community or wiki 20 hrs+ Manage an active social networking site presence 2-4 hrs + Listen and participate in existing communities 1-2 hrs+
What Skills are Available? Do you already have great videos? A staff of professional researchers? Deeply committed volunteers? Build from your strengths http://blogs.consumerreports.org/safety/
What Is Your Staff Using Already? Starting with something that you have personal experience with can be a big help
What Will Energize Your Supporters? It’s unlikely your supporters are just dying for another social networking group, blog, or online video Social media tactics won’t work without passionate advocates
Are You Able to Loosen the Reins? When people start talking, sometimes it doesn’t come out the way you’d like But their energy is often helpful regardless BLEEP!
What is Your Organizational Voice? Irrelevant On mission and interesting PR message points Human and engaging Spam Trivialities News feed Social outreach
How Will You Coordinate Communications? How can you coordinate across different sites and mediums? Define the goal Think through the audience for each venue Tailor the message What are you trying to accomplish? Why are they there? What will resonate? What will best achieve your goals? Don’t just spam the same message through every medium.