we are media presentation (brian reich)
DESCRIPTION
Presentation for September 23, 2009 We are Media (NTEN) session on social networks for communications and fundraising.TRANSCRIPT
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What you need to know about using social networking for
communications and fundraising so that you don’t
mess everything up.
Brian ReichWe Are Media
September 23, 2009
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What Is Happening?
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Technology (and the Internet) has become an essential part of everyday
life and changed how we relate to information, and each other.
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Audiences are more connected, diverse, and sophisticated than
ever before. We now have greater interest in, and control over, our
information consumption and experience.
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These changes drive adoption and usage of new media – resulting in
different newspaper reading, television watching and radio listening habits, as well as new communications models.
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How people shop and engage brands, support charitable organizations,
volunteer their time, and the expectations they hold for how
organizations will act (read: transparency) also are changing.
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(little m) media
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What This Means
(In Real Terms)
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Brand is about experience
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Communities Will Solve Problems
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What you need to know.
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Everything you do must change
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Nothing has changed
Regardless of channel or voice, majority of people need to hear message 3-5 times to believe it.
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Everything Is Social
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People.
Relationships.
Content.
Core Components
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Process
Goals
Strategies
Tactics
Resources
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Getting Started
1. Join… Become a member
2. Listen… participate
3. Contribute… Experiment
4. Energize … Support
5. Embrace… Empower
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Approach
• Be consistent• Be authentic• Stay focused• Add value• Give & Take
• Social media is a conversation• Transparency is key
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How to measure
Qualitative:
- Are we part of conversation?- Did we build better relationships? - Did people respond positively?- Was our information passed along?- Did we learn anything of value?
Establish methods for tracking and analyzing discussion, and be proactive about engaging audience to collect research and insights.
Quantitative:
- Facebook fans and Twitter followers- Digg links and Delicious bookmarks- Referrals from social media sites- Website traffic- Search engine rankings
Compare those metrics after each experiment you conduct with social media (new blog post, new links, etc.) and look for the trends.
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Networks
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Three Important Lessons
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Change
cannot be forced
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Audiences must learn how to
learn
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Organizations must invest
and commit to be successful
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Ask Me Anything
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Write me: [email protected]
Call/text me: 617.417.9436
Follow me: twitter.com/brianreich
Friend me: Facebook, LinkedIn, FriendFeed