Digital Capital Week Session
43
Making Big Things Happen Everything is changing. What you are doing isn’t working anymore. The stakes are higher than ever. What does it really take to make a difference in the digital age?
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Deck used to support "Is There An App For That' discussion at Digital Capital Week - June 15, 2010. Co-Presenters included Tammy Gordon (@floridagirlindc), Wendy Harman (@wharman) and Alison McQuade (akmcquade).
Transcript of Digital Capital Week Session
MakingBigThingsHappen
Everythingischanging.Whatyouaredoingisn’tworkinganymore.Thestakesarehigherthanever.
Whatdoesitreallytaketomakeadifferenceinthedigitalage?
TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof>line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.
[3Things]
[240Seconds]
[Ideastorm]
[MustReads]
Thereisno‘rightway’toblogEverythingissocial:Whatpeoplearedoing,whyitmatters,andwhatyoushoulddoaboutit.
RelationshipsMatter:Why(andhow)youbuildmorethanabiglistofnames.
Sayanything:Howcontentdrivesactivityandwhatyoushouldbecreatingtodriveresults.
Getoffthecouch:Whenyouhaveanaudiencereadytotakeaction,whatshouldyouaskthemtodo.
[Social]
Listen
Learn
Participate
Adapt
Look for opportunities to offer information or action items where people are looking for them.
Don’t worry so much about collecting people like bottlecaps.
Worry about filling your niche and providing value where the people are.
Look for opportunities to meet potential community members offline to supplement your online relationship.
[Content]
Whatdopeoplewant(andrespondto)?
Timely,relevant,compellinginformation
Howdoyouknowwhattocreate?
DemographicPsychographicTechnographicBehavioral
Anythingcanbecome(good)content
Human…ize Personal…ize Local…izeOperational…ize Granular…ize Opportunity…ize
Some(Starter)Ideas100Days1Picture20Questions60Seconds50States
ReadThisDoThatTellHimAskHerSaywhat?
NewsBusinessSportsCultureWeather
[Relationships]
TheImportanceofConversation
OrWhyYouAreWastingYourTimeonSocialIfYou’reOnlyTalkingtoYourself
Find the Voice(s) for Your Org 1. Identifyyoursocialcommunicationsspokespersons.
• Leadership• MediaSpokespersons• BrandAmbassadors• Volunteers• Writers,EditorialStaff
2.Uniquevoicemoreimportantthantitle.3.Socialstarsareinyourmidst.Find&enlistthem.
TrainFirst,ThenEmpower1. EstablishGuidelines.
ForAARP:BeTransparent,BeResponsible,BeNonPartisan,BeTrained,BeResponsive
2.Knowwhereyourorganization’scomfortzoneisandstayinthesweetspot.
3.Donotcommittosocialifyouarenotpreparedtoconnect,engage,respond,banter.
Havenofear.Ok,somehealthyfear.
• Talktopeopleyouknow.• Talktopeopleyouwanttoknow.• Talktopeopleyoudon’tknowthataretalkingaboutthingsyoucareabout.
TalkBack:Media
TalkBack:Customer/MemberService
TalkBack:Community
[Activation]
Donors are great…
But what do you do when…
…your donors aren’t Rich Uncle Pennybags?
EVERYONE H
AS
DIFFERENT
TALE
NTS
check-in
submit an idea
review
rate
blog
bookmark
stumbleupon
website facebook
retweet
link
@ mention
embed
like it
share
vote
comment
buzz
tag
digg host an event
recruit give feedback
create
use it in a presentation
write
talk
76% of all givers are motivated by friends and family
Givers of money, time, shared links, tweets, ReTweets, reviews, votes, ratings, comments, blog posts…
Let go
Trust that they know the best way to communicate and motivate their network
Example: Atlas Corps
[IdeaStorm]
Scenario:Themedia(andeveryoneelse,onlineandof>line)istalkingaboutyourissue–butnotyourorganization.Challenge:Howdoyoudemonstrateyourcredibility,expandyourreach,andgethelpadvanceyourcause?
Thereisno‘rightway’toblogTools People
Content Activities
24Hours
7Days
30Days
100Days
365Days
[People]
Wendy Harman
[email protected] www.facebook.com/redcross
http://blog.redcross.org/ @redcross @wharman
