We Are Media Presentation (Brian Reich)

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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 Reich We Are Media September 23, 2009

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Presentation for September 23, 2009 We are Media (NTEN) session on social networks for communications and fundraising.

Transcript of We Are Media Presentation (Brian Reich)

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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