We Are Media Presentation (Brian Reich)
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Transcript of We Are Media Presentation (Brian Reich)
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
What Is Happening?
Technology (and the Internet) has become an essential part of everyday
life and changed how we relate to information, and each other.
Audiences are more connected, diverse, and sophisticated than
ever before. We now have greater interest in, and control over, our
information consumption and experience.
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.
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.
(little m) media
What This Means
(In Real Terms)
Brand is about experience
Communities Will Solve Problems
What you need to know.
Everything you do must change
Nothing has changed
Regardless of channel or voice, majority of people need to hear message 3-5 times to believe it.
Everything Is Social
People.
Relationships.
Content.
Core Components
Process
Goals
Strategies
Tactics
Resources
Getting Started
1. Join… Become a member
2. Listen… participate
3. Contribute… Experiment
4. Energize … Support
5. Embrace… Empower
Approach
• Be consistent• Be authentic• Stay focused• Add value• Give & Take
• Social media is a conversation• Transparency is key
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.
Networks
Three Important Lessons
Change
cannot be forced
Audiences must learn how to
learn
Organizations must invest
and commit to be successful
Ask Me Anything
Write me: [email protected]
Call/text me: 617.417.9436
Follow me: twitter.com/brianreich
Friend me: Facebook, LinkedIn, FriendFeed