Dave Weinberg
   @weinberg81




SOCIAL MEDIA
 ADVOCACY
VISION
       +
   PASSION
       +
    TOOLS
       +
RELATIONSHIPS
VISION
STARTS WITH AN IDEA
VISION
STARTS WITH AN IDEA
VISION IS
VISION IS

PATH        ROAD MAP, STEPS INVOLVED, EXIT.



            PROBLEMS TO SOLVE, METRICS TO
DATA        SUCCEED, G...
VISION
IS WASTED WITHOUT
    PASSION
PASSION IS
FOCUS: FOR YOU AND YOUR TEAM




                     FIND THE SUCCESSES
                    AND REPLICATE THEM...
CASE STUDIES




 LIVESTRONG
  CHALK BOT
CASE STUDIES
SOCIAL MEDIA
 ARE THE TOOLS
IN YOUR ARSENAL
SOCIAL MEDIA
 ARE THE TOOLS
IN YOUR ARSENAL
TWITTER


MESSAGE: ONE TO MANY.

RELATIONSHIPS: CAN BE ONE SIDED.

POWER: EXPLOSIVE.
TWITTER


MESSAGE: ONE TO MANY.

RELATIONSHIPS: CAN BE ONE SIDED.

POWER: EXPLOSIVE.
FACEBOOK

MESSAGE: ONE TO MANY, IF CONNECTED.

RELATIONSHIPS: TWO WAY OR
LACKS AUTHENTICITY.

POWER: ADDICTIVE.
FACEBOOK

MESSAGE: ONE TO MANY, IF CONNECTED.

RELATIONSHIPS: TWO WAY OR
LACKS AUTHENTICITY.

POWER: ADDICTIVE.
EMAIL MARKETING


MESSAGE: ONE TO ONE - MULTIPLIED.

RELATIONSHIPS: DON’T EXIST.

POWER: TANGIBLE, MEASURABLE.
EMAIL MARKETING


MESSAGE: ONE TO ONE - MULTIPLIED.

RELATIONSHIPS: DON’T EXIST.

POWER: TANGIBLE, MEASURABLE.
Innovators
   2.5%
                Early
              Adopters    Early Majority   Late Majority   Laggards
             ...
EARLY ADOPTERS

•   By learning from the failures
    of Innovators, they reduce risk

•   Often they have the
    opportu...
“EARLY ADOPTERS become
 the case studies that other
       groups follow.”
INSTANT
 “NOW MEDIA”
  TOOLS ALLOW
   EVERYONE TO
EXPLOIT UNIQUE
OPPORTUNITIES
CASE STUDIES




SLEEPING TRANSIT WORKER
A PICTURE IS WORTH
CASE STUDIES



                                  18,000 WORDS
        January 21, 2010:

             ...
CASE STUDIES




  $25MM ++
 VIA TXT MSG
CASE STUDIES

                           $25MM+ VIA TXT MSG

               Citizens respond en mass to Haitian crisis
   ...
RELATIONSHIPS
NEVER EAT LUNCH ALONE
KEITH FERRAZZI



             YOU NEVER KNOW WHO YOU KNOW.
                          ...
GOING VIRAL
   IT’S NOT MAGIC
   DEVELOP A STRATEGY

  MAKE SPREADING YOUR
MESSAGE AS EASY AS POSSIBLE

TAP INTO YOUR SOCI...
CASE STUDIES




FRIENDSHIP CIRCLE
CASE STUDIES

                              FRIENDSHIP CIRCLE

  Secure the nomination:
  Initial voting phase.
  Establis...
CASE STUDIES



                  SUCCESSES

                 SECURED NOMINATION

           ONLY JEWISH ORGANIZATION IN T...
CASE STUDIES
CASE STUDIES
CASE STUDIES
CASE STUDIES




                   VISION
                      +
                   TOOLS
                      +
      ...
CASE STUDIES


                   SUCCESSES

                20 EVENTS IN 15 COMMUNITIES
                 THOUSANDS OF ATT...
CASE STUDIES


                  SUCCESSES

        Publicity: Covered by every major Jewish
        newspaper and blog in...
THANK YOU
 Dave Weinberg
weinberg81@gmail.com
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Social Media Advocacy

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  • Social Media Advocacy

    1. 1. Dave Weinberg @weinberg81 SOCIAL MEDIA ADVOCACY
    2. 2. VISION + PASSION + TOOLS + RELATIONSHIPS
    3. 3. VISION STARTS WITH AN IDEA
    4. 4. VISION STARTS WITH AN IDEA
    5. 5. VISION IS
    6. 6. VISION IS PATH ROAD MAP, STEPS INVOLVED, EXIT. PROBLEMS TO SOLVE, METRICS TO DATA SUCCEED, GOALS. PEOPLE AUDIENCE, STAFF, PARTNERS.
    7. 7. VISION IS WASTED WITHOUT PASSION
    8. 8. PASSION IS FOCUS: FOR YOU AND YOUR TEAM FIND THE SUCCESSES AND REPLICATE THEM "SWITCH: HOW TO CHANGE THINGS WHEN CHANGE IS HARD." CHIP & DAN HEATH ENNOBLE AND ENABLE RICHARD JOEL
    9. 9. CASE STUDIES LIVESTRONG CHALK BOT
    10. 10. CASE STUDIES
    11. 11. SOCIAL MEDIA ARE THE TOOLS IN YOUR ARSENAL
    12. 12. SOCIAL MEDIA ARE THE TOOLS IN YOUR ARSENAL
    13. 13. TWITTER MESSAGE: ONE TO MANY. RELATIONSHIPS: CAN BE ONE SIDED. POWER: EXPLOSIVE.
    14. 14. TWITTER MESSAGE: ONE TO MANY. RELATIONSHIPS: CAN BE ONE SIDED. POWER: EXPLOSIVE.
    15. 15. FACEBOOK MESSAGE: ONE TO MANY, IF CONNECTED. RELATIONSHIPS: TWO WAY OR LACKS AUTHENTICITY. POWER: ADDICTIVE.
    16. 16. FACEBOOK MESSAGE: ONE TO MANY, IF CONNECTED. RELATIONSHIPS: TWO WAY OR LACKS AUTHENTICITY. POWER: ADDICTIVE.
    17. 17. EMAIL MARKETING MESSAGE: ONE TO ONE - MULTIPLIED. RELATIONSHIPS: DON’T EXIST. POWER: TANGIBLE, MEASURABLE.
    18. 18. EMAIL MARKETING MESSAGE: ONE TO ONE - MULTIPLIED. RELATIONSHIPS: DON’T EXIST. POWER: TANGIBLE, MEASURABLE.
    19. 19. Innovators 2.5% Early Adopters Early Majority Late Majority Laggards 13.5% 34% 34% 16% TECHNOLOGY ADOPTION LIFECYCLE Describes how new technologies and ideas spread in different cultures.
    20. 20. EARLY ADOPTERS • By learning from the failures of Innovators, they reduce risk • Often they have the opportunity to explain how it works to others • Become the case studies that 13.5% other groups follow
    21. 21. “EARLY ADOPTERS become the case studies that other groups follow.”
    22. 22. INSTANT “NOW MEDIA” TOOLS ALLOW EVERYONE TO EXPLOIT UNIQUE OPPORTUNITIES
    23. 23. CASE STUDIES SLEEPING TRANSIT WORKER
    24. 24. A PICTURE IS WORTH CASE STUDIES 18,000 WORDS January 21, 2010: Picture snapped, tweeted, friends share. Within 2 days: Spreads virally, 18,000 comments on twitpic. Toronto Transit Commission creates “Blue Ribbon Task Force” to propose ways to increase customer service.
    25. 25. CASE STUDIES $25MM ++ VIA TXT MSG
    26. 26. CASE STUDIES $25MM+ VIA TXT MSG Citizens respond en mass to Haitian crisis by donating $10 per person via text messaging on their mobile phones. First ever mass mobile technologies fundraising campaign. Red Cross now has 2.5 million phone numbers. What’s Next?
    27. 27. RELATIONSHIPS NEVER EAT LUNCH ALONE KEITH FERRAZZI YOU NEVER KNOW WHO YOU KNOW. PARNASAFEST MANTRA NOTHING IN YOUR LIFE WILL BE AS IMPORTANT AS DEVELOPING AND MAINTAINING RELATIONSHIPS. DAVE WEINBERG
    28. 28. GOING VIRAL IT’S NOT MAGIC DEVELOP A STRATEGY MAKE SPREADING YOUR MESSAGE AS EASY AS POSSIBLE TAP INTO YOUR SOCIAL GRAPH
    29. 29. CASE STUDIES FRIENDSHIP CIRCLE
    30. 30. CASE STUDIES FRIENDSHIP CIRCLE Secure the nomination: Initial voting phase. Establish first level volunteers. Sketch out initial strategy. Prepare for international effort: Promotion page with multi-platform messaging. Internal and second degree relationships engagement. Major Push: Execute strategy. Engage volunteers and social graph. Track activity and report to drive further engagement.
    31. 31. CASE STUDIES SUCCESSES SECURED NOMINATION ONLY JEWISH ORGANIZATION IN TOP 10 AWARDED: $25,000 AS TOP 10 $100,000 AS FINALIST
    32. 32. CASE STUDIES
    33. 33. CASE STUDIES
    34. 34. CASE STUDIES
    35. 35. CASE STUDIES VISION + TOOLS + PASSION + RELATIONSHIPS
    36. 36. CASE STUDIES SUCCESSES 20 EVENTS IN 15 COMMUNITIES THOUSANDS OF ATTENDEES NEW CONTACTS, LEADS HUNDREDS OF INTERVIEWS DOZENS OF NEW JOBS
    37. 37. CASE STUDIES SUCCESSES Publicity: Covered by every major Jewish newspaper and blog in the USA & Canada. Branding: Nationally recognized. Financial: Profitable
    38. 38. THANK YOU Dave Weinberg weinberg81@gmail.com

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