Mike McCamon, Chief Community Officer of Water.org, and Mike Lundgren, Partner and Director of Creative Technology at VML, share thoughts at the Children's Mercy Social Media Panel Discussion

1. Make
content
“social”
The
key
to
online
WOM
is
NOT
to
make
the
brand
look
good—it’s
making
someone
look
good
to
their
social
network
while
they
are
talking
about
your
brand.
make
“me”
look
more
hip,
socially
responsible,
smart,
caring,
helpful,
in-­‐the-­‐know,
funny…

2. The
art
of
the
possible
mastering
the
tension
between
brand
limitaDons
and
what
makes
content
go
viral
THE
POSSIBLE
R
Regulatory
restricDons
P
Best
pracDces
B
Brand
limitaDons

3. The
tests
…
Is
the
content
in
quesDon
authen4c
(true
+
real);
does
it
strike
an
emo4onal
chord
or
say
something
“that
needed
to
be
said”
in
a
way
“we”
wish
we
had
said
it?
…
delivered
in
a
parDcularly
innovaDve
or
engaging
way?

4. The
tests
…
Does
the
content
tell
you
something
(surprising)
you
didn’t
know;
an
ah-­‐ha
moment,
great
insight
or
lifehack

5. The
tests
…
Is
the
content
either
jaw-­‐dropping,
funny
or
outrageous
and/or
make
you
say
“how
did
they
do
that?”
or
“was
that
real?”

6. The
tests
…
Is
it
44lla4ng
or
does
it
push
an
edge?
SNL:
Junk
In
A
Box
Funny
or
Die:
Landlord
Sarah
Palin
@
Pool
Party
Paris,
Britney
or
Lindsey

7. The
tests
…
Is
it
entertaining
or
touching?

8. P
B
P
X
B
B
B
R
Regulatory
restricDons
P
Best
/
Possible
B
Brand
limitaDons

9. universal access to safe water & sanitation

10. what if you didn’t have safe water?

11. inform to understand
provoke to care
motivate to give [reputation, time, money]
our social media goals

12. easy install | confirmation bias | meta tags
like button
[http://developers.facebook.com/plugins]

13. fundraising
friendraising
& fussraising
parting thoughts