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| [email protected]