Jennifer Mooney, Executive Communications Director at Northlich, presented at Boot Camp Digital's Nonprofit Symposium on May 17th. Here is her presentation.

1. Inside: Outside
Who are you and what matters to the
world…

2. Is there anybody out there?

3. Find the people + deliver the message
=hear and engage
Words/images vehicles measurement

4. Amp it up
• Going Viral…ugh

5. The challenge to solve…what is it that
matters and how do we get there?

6. Communications pathways

7. The personal path
• It goes from our heads to our hearts to our
highest hopes.
• It is “said” in a way that resonates.
• It creates a call to action.

8. Psychology + Communications

9. $$$$$$
• Reality = to be heard, you need resources.
• Lots of them.
• YOUR MESSAGE as it traverses the “right” path, raises
$$$
Make people want to support you and then you get to be
heard.
• Tap into what “matters.”

10. Everything Communicates
• It’s up to each of you to:
• 1) Determine your optimal message.
• 2) Choose your optimal message trajectory.
• 3) Deploy via the most viable vehicles.
• 4) Leverage your networks (virtual and real.)

11. W
• We are a purpose-driven for profit enterprise.
• We converge “what matters to us” with “what
matters to the planet.”
• Important to know:
• Love what’s on the inside = tell people about
you on the outside
• Your innate psychology is what the world
“hears.”

12. The intersection
• What matters to you.
• What matters to those with resources.
• What matters to opinion leaders.
• Know that “time” matters --- to people and to
companies.
• And the “time” premium helps you.

13. 2012= world in which time matters
• Hipster “cult” author Po Bronson.
• We will not “squander our time here.”
• What should I do with my life.
• This ensures that our “people” are our best
ambassadors.

14. So…
• It’s about person-to-person – WOM
• It’s about INFLUENCERS TO THE WORLD.
• It’s about using your most powerful platform.

15. What should I do with my life and why
do these people matter?

16. Philanthropy + Cause
• 2012 = workforce that wants meaning
intersects with time/starved – yet time
“valued” economy.
• The people who work for you, on behalf of
you and consult with you are your best Word-
of-Mouth influencers and advocates.
• Leverage these voices.

17. Word-of-Mouth>INFLUENCE
Sphere of
Influence
New+ Traditional
Word-of-Mouth
media

18. Build Influence
Neighbor-to- Channels + Third-party
Word of Mouth
New + traditional
Opinion leaders
neighbor/grass images and credibility
roots words amplifies YOU

19. The Vehicles and what’s out there…

20. And it is not enough to put it out
there…

21. So as of May 17th, 2012 what matters?
• Picking the right images and words.

22. They Said
• “Same as it ever was.”

23. Picking the right pathways
• Yes, you still have to do traditional:
• TV news, print media, radio and all things
internet.
• Because “media is national” and starts
somewhere.

24. And yes, use all of the pathways on the
social “charts”
• But measure it and modify your words and
images.
• Because the two-way conversations are the
only one that counts.
• It is still about “talking” and listening.

25. And is is about keeping score and
tracking frequency

26. Radian 6 or other such things…

27. And some do this really well..
• Look at Lance

28. He took what he loved…
• FOR profit enterprise are NOT afraid to be BOLD.
• Lance’s cycling prowess + cancer awareness +
awareness =
• And he lives for it…

29. Live Strong
• OUR STRENGTH We believe that unity
is strength, knowledge is power and
attitude is everything. Our programs,
awareness events and advocacy work
are the heart of what we do and our
leaders and donors provide both the
vision and the support for
LIVESTRONG to carry out our mission.

30. Branded

31. Meaning-Making Matters to all
• Whether you are an employee, a brand, a
cause, news media or a politician – we seek to
be part of something “bigger.”
• Use words + images + vehicles to deliver
meaning.
• Dan said “Great businesses grow on great
vision.”

32. What Ralph Lauren did… dream
• Ralph Lauren knows how to move product.
• No apologies necessary. Good solid hard work.
Contribute to the community-at-large.
• Make the numbers and make a difference.

33. For profit + cause = affinity

34. Pure and Simple
• Take a RISK.
• Use your networks (personal, professional and
people.)
• Go where the risk is.
• Intersection of what the customer/consumer
wants >>>>> how to selfishly meet your own
goals and objectives.

35. It is mostly about
• The Message
• Your Message
• Who You Are

36. How to intersect
People you
know well
Politicians Companies
Your
that seek a that move
cause/issue
platform product
News
media that
seeks
content

37. You know these folks

38. Why ECS has done well…
• Brand (created one that works. Used talent to
develop brand.)
• Metrics have rules.
• Media reports on organizations with metrics.
• Yes, P&G, Government, etc…give $$$$.
• Enterprises with cash marry causes that move
their products and validate their OWN concerns.

39. Is there a road?
• Tie into what people think.
• Ensure that the sentiment to “do good” + “doing
well/$$$” resonates…
• You have the mission – tie it to those who mean
it.
• If a tree falls…well
• You know the answer.

40. What for profit’s seek…
• To build a connection with their public.
• To be well-thought-of.
• To stand the test of time.
• To leave a legacy and to matter.

41. Michael Sheehan messaging…
• And what does Bill Clinton have to do with it
anyhow?

42. Your message: who are you?
• You are worthy
• You have results
• You contribute meaning
• You make THE Difference
You

43. Define who you are
• What is it that differentiates you?
• How can you “talk about it” in 60 seconds or
so…
• How can you create the ONE message with no
more than four supporting points?

44. FOR Profit NEEDS you
• Tie in meaning-making to companies and to
individuals.
• How to get large enterprises and big voices to
tell your story….
• We have to stay congruent with who we are –
once that gets out of line – we are not good to
anyone…

45. HOW to do it
• Being heard is what matters most.
• You are the dream date.
• For-profit pursuits want to bring you home to
home to mom.
• The way we decide how to support you is
really pretty simple.

46. We pay to date
People like us
Your sentiment to you and we
because they like
our shared public promote the fact
you.
that we chose you.

47. AND
• We do care if you truly matter and make a
difference.
• Being authentic matters to us too.

48. It’s about measuring what moves
• It’s about metrics.
• It’s about outcomes.
• It’s about boldly raising $$$$
• It’s about advertising.

49. Advertising ….
• Is about consumer demand….
• Create a battle cry, a call-to-action.
• Awaken a need.
• Self-serving> yes> but paying for your name to
be heard actually works.

50. It’s food for the soul
• Warren Bennis writes that the “geeks” of today
do well by doing good. Our employees and your
employees become our best word-of-mouth
ambassadors.
• Commerce to them is about both lifestyle and
income.

51. Northlich moved our young to take a
stand.

52. You are the message
• Getting you out there
• How to use media to do so
• How to make a company want to invest in you
and why…

53. Surprise
• and being heard is what matters most
• Create disruptive and surprise element --- way
beyond THE FLASH MOB
• They might be catchy, but disruption should do
MORE than generate interest.
• Disruption should amplify your story and
deliver metrics.

54. Measurement and Results
• Your viability and ability to generate $$$ is
tied to your ability to deliver tangible results,
and
• Your ability to measure mentions, “virility”
and influence.
• Tools exist to tell the story --

55. Why?

56. Me
• Jennifer Mooney
• Jmooney@Northlich.com

57. blogs
• www.themooneygroup.net
• www.advertisingweek.com
• www.simply-communicate.com