Building Your Tribe with New Media Tools

Slide 2

Dan Cohen, PrincipalFull Court Press Communications

dan@fcpcommunications.com510-271-0640

@dcstpaul / @FullCourtPress

Overview

• Introductions • Developing a Strategy• What do you know?• Thinking through Tools • Examples & Lessons• Measurement • What’s Next?

You are not alone

You are not alone

Who do you lean on? Who are your Partners? • Coalitions?• Collaborations?• Advocacy partners?• Policymakers?• Moms/Kids?• Businesses?• Type one into chat box

Communications Refresher

• Communications Goal should rule all• What is your strategy – do these tools fit with

what you are working to achieve• Think “Audience” and “Action”• Are you the right messenger? Who is?• Are you listening? Starting a discussion?

Participating actively?• What is your near-term goal? Long-term?

What are you trying to do?

• Do you have a clear goal & reason for using social media?

• Do you have a clear “ask” for social media users?

• What can you offer in return?

• Can you engage – is it a two way conversation?

Building My Tribe:

A Starting Point

• Take a moment to answer the question –

If I could just get (insert person/people) to join me to (insert activity), it would help we could achieve (insert goal) by (date).

What Choices Did You Make?

• Audiences• Actions• Goal-setting• Timing/Measurements• Bonus points: Assigning

Roles

What Do You Know About Your Tribe?

Know the Tools that Matter • Ask them – qualitative research• Use surveys – quantitative research• Check existing analytics & sales

data from on-line providers (trust me, they know)

• What issues / nuances matter most?• Reverse engineer – what else

is working for others?• Test, test, test – learning is cheap

What about YOU?

What tool knits together your tribe?

Tools: The Gross Oversimplification Slide

• Facebook – Largest engagement tool ever invented & customizable (almost 1B people)

• Twitter – World-Class Listening Device• YouTube – Your very own broadcast network• Your Website – Your place in the on-line world• Other tools? • A promise: Anything you need is (1) out there,

(2) free or low cost, and (3) already in use by someone in your vast network – just ask

Be Realistic

How much time each week does it take to create, sustain, and nourish your connections using social media?

Facebook: 2.5 to 3.5 hoursTwitter: 1.5 to 2 hoursBlogs: 5 to 10 hoursPhotos: 2 to 3 hours a weekVideos: 5 to 7 hours per video

Immediate Resource/Making Choices

Radian6.comBrand new e-book

Highlights:• Write a Plan for social media tools• Write a plan for content (!!)• Automate the easy stuff• If people are talking…listen• Surprise people• Ask the crowd for help• Measure + use tools to measure

more

How to Build a Social Media Tribe

• Be generous – don’t ask “what’s in it for me.”

• Make Sharing Easy• Provide Social Currency.

Validate people! (Repost/RT)• Be Social – Actually interact• Get out! Meet people in real

world & collaborate• Bonus: Make it COOL

*adapted from Heidi Cohen, Actionable Marketing Expert

Make Sharing Easier!

• Provide e-mail / newsletter content to your tribe

• Pre-package Facebook content & share

• Create Pre-Tweets• Share videos + sample

descriptions• Write micro-blog postings

Fundraising through Tribes

United Way of Greater Milwaukee“Give Ten, Inspire 100” Campaign• Donate $10 and share information with 10 others

via social media• Raised over $12,000 in 3 days• Developed relationships with younger donors• Connected with new individuals• Others like: Team in Training, St. Baldrick’s,

Livestrong/Movember. What have you seen?

Build a Like-Minded Army: The #jedchat/#HPM Twitter Tribes

• If there is no home – create one!• Began as weekly conversations

between people who have shared interests

• Evolved beyond weekly chats and helped individuals with similar interests find each other.

• Is moving past virtual communities to in-person meetings & conferences

Activate The “Do-Gooder” Tribe

• The 5 minute rule!• Sparked allows people to

volunteer your talents• Allows small organizations to

“out-source” projects• Is building a tribe of “do-

gooders” micro-volunteering time and expertise

• Changing the way people think about volunteering

Sparked: The Micro-volunteering network

Help Me Make Noise

Sometimes… You are just supporting other strategies

Pure Fun! Twitter & the Food Truck Tribes

• Food trucks use Twitter to connect with people

• An inexpensive, simple way to build a loyal following

• Brings excitement to the food because people feel like they are “in the know”

Measurement

• Commit to a measurement culture

• Commit to transparency• Start at Facebook but…• Commit to one NEW

success measure every 3 months (get beyond the “Like” button)

• Celebrate #fail

• What are you measuring?

Your First 5 Things to Do in 2012

As presented by Brent Blackaby of Trilogy Interactive: TrilogyInteractive.com • Email is still leading engagement tool (for now)• Grow your lists• Make clear “asks”• Buy/Test Paid Advertisements• Engage Targeted Bloggers• FCP Bonus: Consistently create & offer good

content

What’s Next for Us?

JOIN US• February – New media tools for organizing• March – New media tools for educating the

public• April – New media tools for policy advocacy

Slide 26

Dan Cohen, PrincipalFull Court Press Communications

dan@fcpcommunications.com510-271-0640

@dcstpaul / @FullCourtPress