8. IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING
FACEBOOK MESSAGES, TWITTERING, LOOKING
AT PHOTOS ON FLICKR, BOOKMARKING WEB
PAGES ON DELICIOUS, TELLING PEOPLE
WHERE YOU ARE ON BRIGHTKITE, BECOMING
MAYOR OF STARBUCKS ON FOURSQUARE,
READING A BLOG POST, TEACHING THE WEB
WITH HUNCH, OR SHARING YOUR STUMBLES.
9. MINIMUM ENGAGEMENT
Active Facebook presence.
Regularly updated web content.
Current multimedia images
or video. (YouTube or Flickr)
10. NEXT LEVEL ENGAGEMENT
Topic on Linkedin.
Tweet, retweet, and trend.
Check-in on Foursquare.
24. It Takes Time
5 hours/week to start listening
10 hours/week to participate
15 hours/week to create buzz
20 hours/week to build community
3-6 months until you see results
25. It Takes Resources
Creation Engagement
Upkeep Photography
Graphic Design Reposts
Website Design Donations
Blog Posts Crisis Response
Press Releases Critical Response
Good Copy Staff Management
39. Outcome examples…
Have Mother’s Day 5K
reposted/retweeted by 6 key
social connectors before event.
40. Outcomes as a Logic Model…
Inputs Outputs Outcomes Impact
Primary form of
Increase traffic
3 meaningful giving is through
from Facebook to
Staff Facebook posts online donation
online donation
Volunteers per week. system.
tool by 5% in 3
Computers
months
Website Active Organization is
Tech Skills conversations on mentioned
Receive $500 in
Outside Help Twitter and positively in
online donations
LinkedIn. organic online
by November 30.
interactions
Logic Model Development Guide from W.K. Kellogg Foundation
http://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-
Development-Guide.aspx
53. Engage in Conversation
Select the mediums for interaction
Provide relevant content
Engage the influencers
New Media Worksheet at Aids.gov
http://blog.aids.gov/downloads/new-media-strategy-map.pdf
54. Implementer
Innovator
Decision-makers
And Policies How do we get people there?
How many posts per day?
What info do they want?
Do we use events, causes, …?
Outcomes Who in our network is influential?
Objectives
55. The Implementer
• Communication skills
• Political savvy
• Balance vision and needs
• Project planning and control
• Ability to influence
• Can develop talent
• Commitment to education
• Vision
46