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Building Your Tribe with New Media Tools
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Building Your Tribe with New Media Tools
Slide 2
Dan Cohen, PrincipalFull Court Press Communications
@dcstpaul / @FullCourtPress
Overview
• Introductions • Developing a Strategy• What do you know?• Thinking through Tools • Examples & Lessons• Measurement • What’s Next?
You are not alone
You are not alone
Who do you lean on? Who are your Partners? • Coalitions?• Collaborations?• Advocacy partners?• Policymakers?• Moms/Kids?• Businesses?• Type one into chat box
Communications Refresher
• Communications Goal should rule all• What is your strategy – do these tools fit with
what you are working to achieve• Think “Audience” and “Action”• Are you the right messenger? Who is?• Are you listening? Starting a discussion?
Participating actively?• What is your near-term goal? Long-term?
What are you trying to do?
• Do you have a clear goal & reason for using social media?
• Do you have a clear “ask” for social media users?
• What can you offer in return?
• Can you engage – is it a two way conversation?
Building My Tribe:
A Starting Point
• Take a moment to answer the question –
If I could just get (insert person/people) to join me to (insert activity), it would help we could achieve (insert goal) by (date).
What Choices Did You Make?
• Audiences• Actions• Goal-setting• Timing/Measurements• Bonus points: Assigning
Roles
What Do You Know About Your Tribe?
Know the Tools that Matter • Ask them – qualitative research• Use surveys – quantitative research• Check existing analytics & sales
data from on-line providers (trust me, they know)
• What issues / nuances matter most?• Reverse engineer – what else
is working for others?• Test, test, test – learning is cheap
What about YOU?
What tool knits together your tribe?
Tools: The Gross Oversimplification Slide
• Facebook – Largest engagement tool ever invented & customizable (almost 1B people)
• Twitter – World-Class Listening Device• YouTube – Your very own broadcast network• Your Website – Your place in the on-line world• Other tools? • A promise: Anything you need is (1) out there,
(2) free or low cost, and (3) already in use by someone in your vast network – just ask
Be Realistic
How much time each week does it take to create, sustain, and nourish your connections using social media?
Facebook: 2.5 to 3.5 hoursTwitter: 1.5 to 2 hoursBlogs: 5 to 10 hoursPhotos: 2 to 3 hours a weekVideos: 5 to 7 hours per video
Immediate Resource/Making Choices
Radian6.comBrand new e-book
Highlights:• Write a Plan for social media tools• Write a plan for content (!!)• Automate the easy stuff• If people are talking…listen• Surprise people• Ask the crowd for help• Measure + use tools to measure
more
How to Build a Social Media Tribe
• Be generous – don’t ask “what’s in it for me.”
• Make Sharing Easy• Provide Social Currency.
Validate people! (Repost/RT)• Be Social – Actually interact• Get out! Meet people in real
world & collaborate• Bonus: Make it COOL
*adapted from Heidi Cohen, Actionable Marketing Expert
Make Sharing Easier!
• Provide e-mail / newsletter content to your tribe
• Pre-package Facebook content & share
• Create Pre-Tweets• Share videos + sample
descriptions• Write micro-blog postings
Fundraising through Tribes
United Way of Greater Milwaukee“Give Ten, Inspire 100” Campaign• Donate $10 and share information with 10 others
via social media• Raised over $12,000 in 3 days• Developed relationships with younger donors• Connected with new individuals• Others like: Team in Training, St. Baldrick’s,
Livestrong/Movember. What have you seen?
Build a Like-Minded Army: The #jedchat/#HPM Twitter Tribes
• If there is no home – create one!• Began as weekly conversations
between people who have shared interests
• Evolved beyond weekly chats and helped individuals with similar interests find each other.
• Is moving past virtual communities to in-person meetings & conferences
Activate The “Do-Gooder” Tribe
• The 5 minute rule!• Sparked allows people to
volunteer your talents• Allows small organizations to
“out-source” projects• Is building a tribe of “do-
gooders” micro-volunteering time and expertise
• Changing the way people think about volunteering
Sparked: The Micro-volunteering network
Help Me Make Noise
Sometimes… You are just supporting other strategies
Pure Fun! Twitter & the Food Truck Tribes
• Food trucks use Twitter to connect with people
• An inexpensive, simple way to build a loyal following
• Brings excitement to the food because people feel like they are “in the know”
Measurement
• Commit to a measurement culture
• Commit to transparency• Start at Facebook but…• Commit to one NEW
success measure every 3 months (get beyond the “Like” button)
• Celebrate #fail
• What are you measuring?
Your First 5 Things to Do in 2012
As presented by Brent Blackaby of Trilogy Interactive: TrilogyInteractive.com • Email is still leading engagement tool (for now)• Grow your lists• Make clear “asks”• Buy/Test Paid Advertisements• Engage Targeted Bloggers• FCP Bonus: Consistently create & offer good
content
What’s Next for Us?
JOIN US• February – New media tools for organizing• March – New media tools for educating the
public• April – New media tools for policy advocacy
Slide 26
Dan Cohen, PrincipalFull Court Press Communications
@dcstpaul / @FullCourtPress
