Putting It All TogetherPresented by Lisa Colton,

Founder & President Darim OnlineLisa@darimonline.org

434.977.1170

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

A Tool Can Be A Game Changer

Traditional Media

Brand in control

One way / Deliver msg

Repeat message

Focused on the brand

Educating

Org creates content

Social Media

Audience in control

Two way / Conversation

Adapt the message

Focused on the audience

Influencing, Involving

User and co-created content

How are you adapting?

• Be strategic: POST• Staffing• Voice• Policies/Guidelines• Measurement • Short, Medium, Long Term

AGENDA

P.O.S.T.

P: PEOPLE

O: OBJECTIVES

S: STRATEGY

T: TECHNOLOGY

Groundswell, by Charlene Li and

Josh Bernoff

Know Your Audience

Conversationalists:56% female70% 30+ yrs old

Fastest growing Facebook demographic:

45-65 yr old women

Staffing

Staffing

• Who should be representing your org?

• Where are fuzzy personal/pro boundaries mutually beneficial or not good?

• What happens if staff have different norms of what’s “professional”?

• And how do you coordinate the staff and measure impact?

It’s Everyone’s Job!

Voice

What voice is authentic, and stands

out to gain your audience’s attention?

Guidelines & Policies

Guidelines & Policies

• See samples -- link on your resource page

• Education and communication are key. Create a culture where discussion is safe and encouraged.

• Change is the only guarantee - tools and culture

• Refer to other personnel policies and discuss how they apply online too.

• Put photo/video releases in every form/application.

Measurement

• Focus on your mission and goals

• What is it you want to know?

• How will you know?

• What do the statistics tell you (or don’t)

• How will you track the stats?

Measurement

Tangible

• Donations• Leads• Subscribers• Members• Saved time saved

cost• Increased

hits/rank, PR• Action

Intangible

• Learning• Interaction• Engagement• Branding• Loyalty• Satisfaction• Feedback

Source: KD Paine, a social media metrics expert.

WHERE

TO

BE

Between a PIONEER

&a TORTOISE

Is a FAST

FOLLOWER

Source: Flickr user ucumari

Source: Flickr user smitag4

THE FUTURE IS…

AJWS

Source: mcommons.com/blog

AJWS

Red Cross receiving half of their donations by text msg.

$27m by 1/19

Community Building

Source: Flickr user JYRO

Community Building

Source: Flickr user Rick Neves

Community Building

Source: Flickr user divemasterking2000

It’s a Tool

Success of the tool is if it helps you achieve your goals.

Thus, critical to know your goals and then determine which tool(s) to used in which ways.

John Fitch’s Steam Engine

John Fitch’s Steam Engine

IT’S NOT ABOUT TECHNOLOGY