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Drawing on recent research and work with both journalists and nonprofits, this session looked at how nonprofit communications strategy looks when it is updated for the Web 2.0 world. Not only do the old rules of goal, audience, message work like the did before--they actually work better online than they did back in the good old days (ie a couple years ago).
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Social Media, the News & You
Gordon Mayer
The N
ew
s Su
n
CMWho?
Communica-tions35%
Executive Director, or other staff
32%
Board mem-ber/other vol-
unteer7%
Other26%
What do you do?
Social Media
Bob
Bla
ck f
or
CM
W
The News…
Tribune and Sun-Times, 1986-2008
Source = Newsbank, March 2009
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Appearance of selected keywords
recyclingBriberyhealth AND uninsuredInfrastructure AND Chicago"public housing""DCFS""Regional planning" "school reform""toxic waste"
Disagree
Agree
…and YouHow has communications changed? (summer 2009)
TurnoutAttendance at an event
Why We Communicate
AwarenessUsually traces back to
moneyAdvocacy Best to engage audience
What Are Our Goals?
Who Are Our Audiences?
What Are Our Messages
Got milk? / ¿Toma leche?http://www.gotmilk.com/fun/toma_leche_2.html
THE
SOCIAL MEDIAGAME
Goals
There are no winners or losers to the Social Media Game. This game
is intended to help you understand the basic mechanics of the social
web as well as strategize online communicating through the Web 2.0.
How it’s played1. Choose from a set of 31 Social Media Cards in 5 categories:
Collaboration, Communication Tools, Listening, Media Content/Networking, & Online Broadcast. Each card costs 1 to 11 credits.
2. Choose an Objective card. Discuss, examine, and see how the different tools best achieve your objective for about 10 minutes. You have 12 credits to spend.
3. You will get a Situation Card with an Opportunity (gain credit), Dilemma (lose credit), or a Wild Card (choose another Social Media Card or create your own). You have 10 more minutes to re-strategize.
4. Present to the group your objective, situations and strategy on how to communicate online using social media tools to achieve your goal.
What did you discover?
‘Facts Are
Meaningless’
Telling stories
Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago
Tweetups
Oscar’s LawThe only thing worse than being talked about is not being talked about.(from “The Picture
of Dorian Gray”)
Communications Plan
The Plan
Where Are We Now (Standing)
Where Do We Want to be? (Objectives)
How do we get there (Strategy & tactics)
How will we know when we get there? (Measurement)
How SMART Is Your Plan?
Agenda: Greenbelt - Agenda doodles from thisisbossy @ flickr.comStopwatch: stopwatch from wwarby @ flickr.com
Thanks to our panel
• Bloomington PantagraphMark PickeringJamahl Epsicokhan
• Mid Central Community Action Vikki Baptiste
• The Baby FoldPete Moore
• Hi! My name is _____ and I work with…
• You know how… (problem)
• Well, what we do is…(feature)
• So that …(benefit)
• We’re kind of like the…(metaphor)– Feature: the physical traits or description of what you do
– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?
– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
Crafting An Elevator SpeechWho We Are, In A Minute Or So
Get found online!
Add your group to our directory at www.communitymediaworkshop.org
And fan us on Facebook!
www.facebook.com/ communitymediaworkshop
Thank you!
