5. The role of experts and information gatekeepers such as teachers and doctors is radically altered ….as empowered amateurs and dissidents find new ways to raise their voices and challenge authority. Some 35% of American adult internet users and 57% of teenage internet users have made a creative contribution to the online commons. Lee Rainie, Pew Internet Project, 2006
6. “ I want them to talk about X, but they want to talk about Y.” “ I want them to talk about X, but they want to talk about Y.” Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
12. And, who do they hang out with online? Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
13. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
14. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
15. “ What color is yours?” http://mashable.com/2010/01/07/bra-color-facebook-status/ ; http://www.wildapricot.com/blogs/newsblog/archive/2010/01/08/facebook-bra-color-meme-so-did-it-work.aspx ; http://blog.washingtonpost.com/story-lab/2010/01/the_facebook_bra_color_story.html “ We think it’s terrific,” said Andrea Rader, a spokesman for Susan G. Komen For the Cure, an organization that raises funds for breast cancer research. “It’s a terrific example of how little things get started on the Internet and go a long way to raise cancer awareness.” The Facebook fan base for Susan G. Komen For the Cure “exploded” from 135 to 135,000 “ The American Cancer Society, likewise, saw a bump in interest about breast cancer, but was slightly more defensive about the bra color postings. "We are not behind it," said spokesperson Andrew Becker. "And the reason I say that up front is that there was a news outlet in India that was saying we had something to do with it."
16.
17. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859 What Should Komen and ACS have done? What would your organization have done?
18. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
Even if people aren’t creating, they are probably consuming
Don’t forget- it’s Social media, shared media, we the media
And this means; new institutions are needed, new technologies, new IP and legal protocols, and new listening methods And this is the workforce, and it’s not only millenials.
And because it’s about us
But I’m going to say that when it comes to marketing to women online, especially vocal ones who are influential in social media…Add LISTENING It doesn’t matter how good a marketer you are, if you don’t listen
A friend of mine, a prominent blogger, showed me a pitch she got sent by a great non-prtofit. They were having fancy events all over DC and NY. They asked her to host a button and have a house party Sometimes I think they just tick a box: social media outreach
Women are not monolithic. We are all different and we all care about different things. As a marketer, it is your job to know who YOUR women are. What do they like? What drives them crazy? I came across this blog and I loved it and it made me think about things in a different way. Now, I want to hang out with her, virtually.
And, what do they want to get done? What will reach them? Every Valentine’s WBUR’s roses campaign OFF tweeting me when I was writing about new mom stuff- made a friend for life
Gretchen Rubin does an amazing job and I recommend her as a case study
The curious case of MomsRising: Love the personality and certainly the issues hit me where it matters MomsRisings do a great job connecting issues and your life Sometimes though I feel like they aren’t focused. I see them more as news summaries than action alerts.
Pay Equity appeal But then: why am I giving 7.77
MR doesn’t segment their emails- everyone gets everything They do segment state wide
