grow your community mediation brand through fresh, relevant online content
TRANSCRIPT
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Grow your community mediation brand through fresh, relevant online content
National Association for Community Mediation January, 2013
Ben Ziegler [email protected] www.collaborativejourneys.com
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Quick Poll
What is the primary reason you are attending this webinar?
(please select one)
• I want online content ideas that I can apply in my organization
• I want to learn more about using online content as a business strategy
• I want some tips and techniques for managing content
• All of the above
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Agenda
1. Challenges and Opportunities
2. Good content, “so that”…
3. 3 Keys to good content
4. How-to’s
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Challenges and Opportunities
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State of Community Mediation
2/3 < $250k budget
2-4 FTE on average
Reliance on volunteers
Where’s the opportunity here, and how can good content enable that opportunity?
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How can online content help: • Sustain existing revenue sources? • Attract new and/or diverse revenue sources? • Support creation of alternative organization structures , and
revenue models?
• What organization structures favour long-term revenue sustainability?
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Broadcast Conversation
• Loss of control or opportunity to connect? • A new opportunity to foster community? • An opportunity to 1. Listen, 2. Engage, 3. Publish ?
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Photo : Showbizsuperstar on Flickr
Consumer Prosumer
• What opportunity does a proliferation of content producers offer? • How does content overload impact your approach to content
creation?
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Power Law (aka Long Tail) B
en
efit
People
Long Tail
Head
• Law of Accelerating Returns; tech change is exponential • What opportunities could increased reliance on online
content provide?
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Good content… “so that”…
For example: Our goal is that kids feel safe in school and thrive in our community.
1. “Our organization shares compelling content on social media channels that resonates with our audience of legislators so that we get more attention from policymakers”
2. “We want to get more attention from policymakers so that more kid-safe policies will be adopted in our schools”
3. “We want more kid-safe policies adopted in our schools so that kids can focus on learning”
4. “We wand kids to focus on learning so that they can reach their potential and contribute as citizens”
Content Socially meaningful outcomes
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Quick Poll:
What’s the hardest thing for you to do when it comes to online content?
(please select one)
• get personal, in public
• generate valued content
• deal with the technology
• all of the above
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1. Grow your brand… “so that” 3 Keys to good content
1. Keep it fresh
2. Make it relevant
3. Put it online
“Brand” Definition: “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” (Seth Godin)
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1. Make it relevant.
Showcase others (appreciation may be our greatest psychological need) • Volunteers • Clients • Staff • Partners • Funders • etc.
In general, people go online to either: • Get a problem solved, or • Be entertained
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Get social • Twitter, Facebook, LinkedIn… • moderate discussions; summarize
and share the results with others • provide polls, quizzes, surveys… • collaborate on service delivery;
e.g., webinars • Integrate with offline; events,
print media… • Blog, forums… • etc.
Authenticity • Staff/Board pictures and profiles • be “human” in your
communications; stories, humour…
• Corporate transparency (critical in tough financial times)
• etc.
Inform and educate • News • FAQs; for public, volunteers,
mediators, partners, funders… • information products; reports, white
papers, books… • links to other great resources; e.g.,
NAFCM… • links to volunteer opportunities (via
social media) • tools; e.g., self-assessments, how-
to’s… • etc.
Showcase and share your work • Case studies • promotional videos • Services and products • etc.
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Lead a community cause
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“Traditional” Media
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2. Keep it fresh.
• Attract attention
• Build trust
• Sustain relationships
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Trust and Relationships
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Current issues
Engage audience
Sustain their
interest
Screenshot from: NYC Planned Parenthood initiative
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3. Put it online.
Visibility = opportunity
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Going to the people
Photo : andrewcparnell on Flickr
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Facebook: “the mall” – 1 billion users (600 million mobile users)
Twitter: “the street” – 500 million (200 million active users)
LinkedIn: site for professionals – 175 million users
YouTube: 800 million users (4 billion views per day)
New Town Squares
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Quick Poll
What is your main client group’s preferred mode of digital communication?
(please select one)
• by email
• by text message
• by telephone
• by social network (eg., Facebook, Twitter)
• none of the above, in-person only
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How-To’s
• Ladder of engagement
• Content management
• Core tools
• Rules of thumb
• Reality check
• Resource links
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Ladder of engagement
Higher levels of engagement
• Request for membership
• Volunteering
• Donations
• Creating content of their own
• Etc.
Lower levels of engagement
• Facebook likes, Twitter follows…
• People who spend < 30 seconds on your webpage
• Etc.
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“Business benefits are created through three elements: targeted connections + meaningful content + authentic helpfulness”
(Mark Shaefer, The Tao of Twitter)
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Content Management Approach
Etc… Outposts
Hub (Website/Blog)
Where is your audience(s)? Focus on those outposts.
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Core Tools
• Website
• Content management system; e.g. Wordpress
• Social media accounts
• Photo capture device
• Video capture device
• Productivity tools; e.g., editing, collaboration, communications
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Social Media - Rules of Thumb
Pay it forward (Golden Rule)
Add value (fresh, relevant…)
Participate in conversations
Grow community
Be yourself
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Reality Check on Content Budget ()
• Become someone’s homework
• The Analysis Exchange (free analytics advice)
• Collaborate with others on content creation
• Use other’s content, with permission
• Enable content contributors, with tools and/or support
• Google/Search for content
• Etc.
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A few resources that will help you engage content…
Books
• Measuring the Networked Nonprofit: Using Data to Change the World (Beth Kanter & Kaitie Paine)
• Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and others) that Engage Customers and Ignite Your Business (Ann Hadley & CC Chapman)
• Platform: Get Noticed in a Noisy World (Michael Hyatt)
• The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time (Mark Schaefer)
• Buzzing Communities: Proven Science for Community Managers (Richard Millington)
Mediation Communities (in addition to NAFCM, of course!)
• ADRHub.com… www.adrhub.com
• Mediate.com… www.Mediate.com
Nonprofit Technology Network … www.nten.org
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Type them into the question box and I will answer as many as possible
Questions?
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To Contact Ben: [email protected] http://www.collaborativejourneys.com (blog) @benziegler (Twitter) 1.250.516.3936 (m)