This is the first presentation at the 2015 ALDE (Association of Lutheran Development Executives). It provides strategic direction in using social media to engage key audiences.

1. BUILDING YOUR
NEIGHBORHOOD –
TIPS FOR NAVIGATING A GREAT BIG ONLINE
WORLD
Todd Felts, Ed.D.
Associate Professor, Strategic Communications
Fellow, Scripps Howard Academic Leadership Academy
The Reynolds School & Center for Advanced Media Studies
University of Nevada, Reno

2. Neighborhood defined:
 is a geographically localized
community within a larger city, town,
suburb or rural area.
 are often social communities with
considerable face-to-face interaction
among members.

3. What’s in your
neighborhood(s)?

4. Strategies
Tactics
Objectives
Goal
Identifying Who, When, How and What:

5. LIKE A GOOD NEIGHBOR
3 Role Models:

6. 1. Tim Tebow, Former NFL Quarterback
SET A GOAL:
◦ Long-term, global
statements of being.
◦ “To become the
university students
attend who get to know
their professors and
build lifelong
relationships.”

7. Reaching your audience…….
competition YOU audience

8. Positioning:

9. 2. Dan Rather, News Anchor
 Define Objectives
◦ Shorter-term, defines what
behavior, attitude or opinion
you want to achieve from
audiences.
◦ Includes time frame.
◦ “Between Oct. 8 and 12, get
120 high school students to
post photos of their favorite
moment visiting a potential
college. ”

11. Best time to post: 8 p.m.-7
a.m.

12. Best days to post:
Wednesdays

13. Best way to spark a dialogue:
ask questions

14. 3. Kerry Washington, Actress
Build Strategies
◦ Describes how you will
reach your audience.
◦ Develop the message.
◦ “Create an incentive to
post photos on social
media sites seen by
residents of
neighborhood.”

15. Li (2009)

16. Dr. Lowell Ashman, College
Professor
Deliver the tactic:
◦ How to? Publications,
community events,
Facebook post, news
releases, one-on-one
meeting.
◦ Deliver the message so
people remember it, repeat it
and share it.
◦ “I feel at home at Lenoir-
Rhyne College.”

18. Tip 1: Think one-
on-one, not one-to-
many!
Tip 2: Determine
where people are
interacting in your
neighborhood!
Tip 3: Pinpoint the
public spaces you
belong!
Tip 4: Cultivate
your 10 to 15 key
relationships with
neighbors.
Tip 5: Start a
conversation! Monitor so
you can keep a
conversation going!
Tip 6: Make your
neighbor tell your story
for you.

19. Todd Felts, Ed.D.
 Twitter: @toddfelts
 Facebook.com/toddfelts
 Slideshare: toddfelts
Thank You!