Savvy Media & PR: The New Media

Ash Shepherd | Project Strategist

Savvy Media & PR: The New Media

NPower Northwest

NPower NW focuses technology on mission in a way that advances individual nonprofits and the sector as a whole.

“We are motivated by mission and inspired by potential”

Technology Strategy & Planning

Network Support

Database Systems

Social Media Strategy & Planning

Training

Collaboration Systems

Websites & Web Applications

Technology Waiter

“How am I suppose to do all of this, I already don’t have enough time to do my job(s)?”

~Previous Participant~

I provide the menu and recommendations

…You pick a couple items to try

and go from there

Don’t Overeat the Technology

Road Map

Defining PR & New Media Real Value Integrating Efforts Learning To Share Tools Wrapping It All Up

Follow the Road Map

Keep It a Conversation

Got a Question…

Ask it

Everyone is a Contributor

Format For The Day

Keeping it “Our Training”

Defining PR & New Media

Where we’ve come from & where we’ve arrived

Traditional PR

What is Traditional PR all about?

Traditional PR: The Process

??

? ?

?

Their Needs

Vetted

Make a pitch to Media

?

New Media

What is New Media all about?

New Media: The Process

The New PR Model

Secondary support to relationship

Not The Silver Bullet…But

No one channel will reach everyone

New Media: Fastest growing & can’t be ignored

Major Differences

Broadcasting is out -> Engagement is in

The community shares ownership

More direct relationship with folks

Traditional media solicits you instead

Questions

Real Value

What realistically is the value

Does It Work

What sort of results can I expect?

Wave 5 Report

Wave 5: The Socialization of Brands

• 37,600 respondents

• 53 countries

• Since 2006

Wave 5 Report

Those that have affiliated with a brand online

Source: Universal McCann , Wave 5 Report

Wave 5 Report

Impact on feeling more positive and loyal

Source: Universal McCann , Wave 5 Report

Idealware Decision Guide

Social Media Decision Makers Guide

• Survey (460)• Discussion Groups (6)• Case Study Analysis (273)• Facebook Survey (271)• Twitter Survey (69)

Idealware Decision Guide

Source: http://www.idealware.org/topics/social-media

Idealware Decision Guide

Source: http://www.idealware.org/topics/social-media

Idealware Decision Guide

Source: http://www.idealware.org/topics/social-media

Reactions

Any

Surprises?

Already

Knew?

Integrating Your Efforts

All the activity staying focused on the mission

Layers of Strategy

Communications Strategic Plan

Online Communications

Website Social Media Email

Print Communications

Press Release Brochures

In Person

Talking Points

Strategic Communication Plans

“House of Balloons”

Communications Strategic Plan

Online Communications

Website Social Media Email

Print Communications

Press Release Brochures

Strategic Communication Plans

“House of Balloons”

Communications Strategic Plan

Online Communications

Website Social Media Email

Print Communications

Press Release Brochures

Strategic Communication Plans

**Important: Website is still the cornerstone of online communications

Communications Strategic Plan

Online Communications

Website Social Media Email

Print Communications

Press Release Brochures

Setting Your Context | Activity

What Are Your Organizations Goals?

3 Overall Communications

3 Online Communication Goals

If you know the official goals please use them

If unsure, then create what you think is most appropriate

10 Min

Setting Your Context | Activity

Are Your Goals SMART???

SpecificS

MeasurableM

AchievableA

RelatedR

Time-basedT

Didn’t Know Your Goals?

What Might This Tell You?

Not sharing them in a way that EVERYONE knows them?

Organization has not established them?

You should pay better attention in staff meetings?

Editorial Calendar

See “Big Picture”

See how various channels relate

Become Proactive vs. Reactive

Whatever system you use, just makeit one you WILL USE

Integrate Platforms

Let Technology Work For You

Most platforms are built to share with each other

• Facebook Tabs

• Widgets on Website/Blog

• RSS Feeds

Power in Sharing

Getting the word out

The Mighty Share

• More likely to buy/support when recommended

Source: http://www.briansolis.com/2010/11/google-and-the-rise-of-facebook/

• Sharing is at the foundation of new media

• Facebook has seen more visits than Google

51.1 million visitors in October 2010 Average user 130 friends 700 Billion minutes/month

Tips To Make It Shareable

Make It Easy

Tips To Make It Shareable

It’s Not About You

Keep it focused on the community and issues not just your organization

Tips To Make It Shareable

Make It Timely

Give people a reason (and the impact) for acting in “Real-Time”

If I “Like” this what will that mean?

Tips To Make It Shareable

Tell Them What To Share

Provide the content and snippets that are ready to share

• Sample Twitter Post

• YouTube videos

• Direct Request to “share this post”

Building Your Toolbox

The Key To Becoming More Efficient

Social Media Press Release

• Sharable

• Twitter pitch

• Images

• Videos

• Tags

Media Contact

• Journalist Find You

• Listed As Expert

• Experts for your news

• Free

Help A Reporter Out

Listening Dashboard

• Relevant Topics

• Brand Mentions

• Fans and Supporters

• Real-Time

Management Dashboard

• Multiple Platforms

• Monitor key terms

• Overlap with Mobile

• Schedule Posts

• Analytics

Wrapping It All Up

If you only remember a few things

Major Takeaways

• Can’t ignore the momentum of new media

• Real value possible, but be realistic

• The right tools can increase impact

• Not “Likeable” offline = Not “Likeable” online

Help Us Achieve Our MissionFeel free to use me as a resource if you have questions in the future

Overall Questions???

Ash Shepherd | Project Strategist| ashs@npowernw.org