8. 1000 fans for $100,000
"A creator, such as an artist, musician, photographer,
craftsperson, performer, animator, designer,
videomaker, or author - in other words, anyone
producing works of art - needs to acquire only 1,000
True Fans to make a living."
-Kevin Kelly
14. “A tribe is a group of people connected to one
another, connected to a leader, and connected
to an idea. For millions of years, human beings
have been part of one tribe or another. A group
needs only two things to be a tribe: a shared
interest and a way to communicate.”
― Seth Godin, Tribes: We Need You to Lead Us
19. How to Build a community ?
S
W
You
W
S
You build real relationships
Including PR
20. 2. DO UNTO OTHERS…
•
•
•
•
•
•
Treat your relationships like gold
Make friends
Push and pull!
Don’t take rejection personally
Help the media out even if it doesn’t help you
Make the media a priority (time is money)
21. How to Build a community ?
PR
Community
Story
Telling
Social
media
22. How to Build a community online ?
• Choose one social media platform to be on Wear one hat well
• Be a connector
• Take it offline
Online
Offline
23. Connect with people online but build
relationships offline
• Be a connector
• Acknowledge everyone
• Empower your super engaged supporters Let them be a part of it
• Use Digital Story telling to take it back online
25. Offline Events
90% of people wont be engaged enough to do more
9% is somewhat engaged and would actively support
1% is super engaged and would want to do more
26. 90-9-
1
90% of people wont be engaged enough to do more
9% is somewhat engaged and would actively support
1% is super engaged and would want to do more
30. 3. GET ON THE PRESS TRAIN
• Know what is newsworthy & listen
• Crawl before you walk
• Understand the media outlets and their
readers before you contact them
• Great visuals – not some crummy iPhone pics
(no offence!)
• Be creative & tell stories
31. 4. PAY ATTENTION TO THE DETAILS
•
•
•
•
•
•
•
Watch out for spelling/grammar mistakes
Avoid attachments
Make use of your prime real estate
Keep it simple
Never expose your contacts
Email is king (unless someone calls you first)!
Think about your subject line
44. Digital Story telling tools
• http://newgen.ca/knowledgecenter/articles/nonprofit-story-telling-7digital-story-telling-tools-for-nonprofits/
45. 5. LET’S GET PERSONAL…
• Use them if you must but nobody loves
generic email blasts
• Think about how to work with the parameters
of the outlet (online or off) to benefit both
parties
46. 6. NOBODY LIKES A SPIN DOCTOR
• Work with what you’ve got. Don’t fabricate
stories. People want authenticity, not spin.
And yes, journalists and bloggers are people
too.
47. 7. COOL. WE GOT PRESS.
• Thank people
• Share the love
• If applicable, PR the PR
48. 8. FOR BETTER OR WORSE…
• Hope for the best, plan for the worst
• “It takes 20 years to build a reputation and 5
minutes to ruin it.” – Warren Buffett
• 5 Tips for Handling a PR Crisis: Assess, Admit,
Address, Atone, Adapt
49. 8. FOR BETTER OR WORSE…
•
•
•
•
•
•
Focus on trust
Communicate early and often
Listen for others’ concerns
Share information
Simplify
Monitor all communication channels – always
know what other people are saying about
you!