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Message is the Medium

Slides from "The Message is the Medium" workshop for the National Trust for Historic Preservation.

Slides based on Beth Kanter's work for NTEN's We Are Media.

Game cards and scenarios from the workshop can be found at:

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Message is the Medium

  1. 1. Message and the Medium: How We Tell Our Story and Get it Heard
  2. 2. <ul><li>Mission first. Set goals that you can tie to your mission. </li></ul><ul><li>There is no such thing as “the public.” Focus on target audiences.  </li></ul><ul><li>Self-interest drives action.  Put it out the way they will take it in. </li></ul><ul><li>Research, research, research.  Evaluate and adjust. </li></ul><ul><li>The new rules of Social Media . Talk less, listen more. </li></ul>Objectives
  3. 3. <ul><li>Mission  Organizational Goals  Communications Goals </li></ul><ul><li>The communications department must work with all other areas of the organization to best serve the mission. </li></ul> Mission
  4. 4. <ul><li>What do you want to accomplish with your campaign? </li></ul><ul><li>Describe how your objective supports or links to a specific goal from your organization’s communications plan </li></ul> Objective
  5. 5. Goal Setting IQ Test
  6. 6. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
  7. 7. <ul><li>Who must you reach with your communications efforts to meet your objective? Why this target group? </li></ul><ul><li>Is this a target group identified in your organization’s communications plan? </li></ul><ul><li>What do they know or believe about your organization or issue? What will resonate with them? </li></ul><ul><li>What key points do you want to make with your audience? </li></ul> Audience
  8. 8. <ul><li>How do you best motivate your audience…. </li></ul><ul><li>Where you’ve reached them? </li></ul> Self Interest
  9. 9. What are they doing online? Offline?
  10. 10. <ul><li>Is our message simple? </li></ul><ul><li>Are we breaking patterns of thought? </li></ul><ul><li>Do we become trapped in the Curse of Knowledge? </li></ul><ul><li>Are we credible? </li></ul><ul><li>Do we utilize emotions effectively? </li></ul><ul><li>Will our stories move people to act? </li></ul>The Right Message
  11. 11. The right message in the right place at the right time.
  12. 12. Audience Objective One Way Email Direct Mail Ads Social Listening Conversation Connecting Homebase Web Site It All Works Together
  13. 13. What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about. What is Social Media?
  14. 14. Powered by ..
  15. 15. It is a conversation between people
  16. 16. Supporters
  17. 17. Clients
  18. 18. Audiences
  19. 19. Donors
  20. 20. And those donors too!
  21. 21. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from &quot; What's Next In Media ?&quot; by Neil Perkin Some Differences in Tactics
  22. 22. Not Controlled
  23. 23. Not Organized
  24. 24. Not On Message
  25. 25. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source : Universal McCann Comparative Study on Social Media Trends April 2008
  26. 26. Not everyone is a social media user
  27. 28. Broadly speaking, the top 1,000 media sites fall into two categories Online Media Publisher Media Social Media
  28. 29. <ul><li>Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume </li></ul>Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 2008 Page View Share Publisher Media Social Media
  29. 30. Welcome to the Social World
  30. 34. <ul><li> </li></ul><ul><li>$10,000 </li></ul><ul><li>48 hours </li></ul><ul><li>364 donations </li></ul><ul><li>3,000 gratitude tweets </li></ul><ul><li>40% from twitter + 30% direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits </li></ul>Case Study in Buzz
  31. 35. How do we balance conversation and talk?
  32. 36. Build Buzz Share Your Story Listen & Participate Build Community Tactical Approaches
  33. 37. Listening is knowing what is being said online about your organization and your field.
  34. 38. Listening leads to participation
  35. 39. <ul><li>Who is empowered to respond and in what circumstances? </li></ul><ul><li>How will you address negative comments or perceptions? </li></ul><ul><li>What is the goal of your participation? </li></ul>Participation
  36. 40. <ul><li>They’ve paid you a compliment </li></ul><ul><li>Valid client complaint </li></ul><ul><li>If information is incorrect </li></ul><ul><li>If you have something of value to offer </li></ul><ul><li>Trolls </li></ul><ul><li>Competitors </li></ul><ul><li>Not you </li></ul>Less about tools, more about technique Respond Don’t Respond
  37. 41. <ul><li>Acceptable Use </li></ul><ul><li>Business Voice and Personal Voice </li></ul><ul><li>Coordination with communications, HR, legal, and IT </li></ul><ul><li>Management tolerance, participation, endorsement </li></ul><ul><li>Safe zones for experimentation </li></ul><ul><li>Balance &quot;quick and candid&quot; with &quot;thoughtful and professional” </li></ul>Organizational Development Concerns
  38. 42. We Are Media Project: The Social Media Starter Kit for Nonprofits Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via Funded by the Surdna Foundation