Social Media Advocacy
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This document outlines Dave Weinberg's vision for using social media advocacy effectively. It discusses that a vision needs a roadmap, goals, and stakeholders. Passion is also important to find successes and enable others. Various social media tools are described as being one-to-many or one-to-one in messaging and relationship building. Developing relationships is key, like participating in early adopter groups. Case studies show how viral messages or fundraising can succeed. An overall strategy is advised to engage networks and track engagement.
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Social Media Advocacy
- 1. Dave Weinberg @weinberg81 SOCIAL MEDIA ADVOCACY
- 2. VISION + PASSION + TOOLS + RELATIONSHIPS
- 3. VISION STARTS WITH AN IDEA
- 4. VISION STARTS WITH AN IDEA
- 5. VISION IS
- 6. VISION IS PATH ROAD MAP, STEPS INVOLVED, EXIT. PROBLEMS TO SOLVE, METRICS TO DATA SUCCEED, GOALS. PEOPLE AUDIENCE, STAFF, PARTNERS.
- 7. VISION IS WASTED WITHOUT PASSION
- 8. PASSION IS FOCUS: FOR YOU AND YOUR TEAM FIND THE SUCCESSES AND REPLICATE THEM "SWITCH: HOW TO CHANGE THINGS WHEN CHANGE IS HARD." CHIP & DAN HEATH ENNOBLE AND ENABLE RICHARD JOEL
- 9. CASE STUDIES LIVESTRONG CHALK BOT
- 10. CASE STUDIES
- 11. SOCIAL MEDIA ARE THE TOOLS IN YOUR ARSENAL
- 12. SOCIAL MEDIA ARE THE TOOLS IN YOUR ARSENAL
- 13. TWITTER MESSAGE: ONE TO MANY. RELATIONSHIPS: CAN BE ONE SIDED. POWER: EXPLOSIVE.
- 14. TWITTER MESSAGE: ONE TO MANY. RELATIONSHIPS: CAN BE ONE SIDED. POWER: EXPLOSIVE.
- 15. FACEBOOK MESSAGE: ONE TO MANY, IF CONNECTED. RELATIONSHIPS: TWO WAY OR LACKS AUTHENTICITY. POWER: ADDICTIVE.
- 16. FACEBOOK MESSAGE: ONE TO MANY, IF CONNECTED. RELATIONSHIPS: TWO WAY OR LACKS AUTHENTICITY. POWER: ADDICTIVE.
- 17. EMAIL MARKETING MESSAGE: ONE TO ONE - MULTIPLIED. RELATIONSHIPS: DON’T EXIST. POWER: TANGIBLE, MEASURABLE.
- 18. EMAIL MARKETING MESSAGE: ONE TO ONE - MULTIPLIED. RELATIONSHIPS: DON’T EXIST. POWER: TANGIBLE, MEASURABLE.
- 19. Innovators 2.5% Early Adopters Early Majority Late Majority Laggards 13.5% 34% 34% 16% TECHNOLOGY ADOPTION LIFECYCLE Describes how new technologies and ideas spread in different cultures.
- 20. EARLY ADOPTERS • By learning from the failures of Innovators, they reduce risk • Often they have the opportunity to explain how it works to others • Become the case studies that 13.5% other groups follow
- 21. “EARLY ADOPTERS become the case studies that other groups follow.”
- 22. INSTANT “NOW MEDIA” TOOLS ALLOW EVERYONE TO EXPLOIT UNIQUE OPPORTUNITIES
- 23. CASE STUDIES SLEEPING TRANSIT WORKER
- 24. A PICTURE IS WORTH CASE STUDIES 18,000 WORDS January 21, 2010: Picture snapped, tweeted, friends share. Within 2 days: Spreads virally, 18,000 comments on twitpic. Toronto Transit Commission creates “Blue Ribbon Task Force” to propose ways to increase customer service.
- 25. CASE STUDIES $25MM ++ VIA TXT MSG
- 26. CASE STUDIES $25MM+ VIA TXT MSG Citizens respond en mass to Haitian crisis by donating $10 per person via text messaging on their mobile phones. First ever mass mobile technologies fundraising campaign. Red Cross now has 2.5 million phone numbers. What’s Next?
- 27. RELATIONSHIPS NEVER EAT LUNCH ALONE KEITH FERRAZZI YOU NEVER KNOW WHO YOU KNOW. PARNASAFEST MANTRA NOTHING IN YOUR LIFE WILL BE AS IMPORTANT AS DEVELOPING AND MAINTAINING RELATIONSHIPS. DAVE WEINBERG
- 28. GOING VIRAL IT’S NOT MAGIC DEVELOP A STRATEGY MAKE SPREADING YOUR MESSAGE AS EASY AS POSSIBLE TAP INTO YOUR SOCIAL GRAPH
- 30. CASE STUDIES FRIENDSHIP CIRCLE Secure the nomination: Initial voting phase. Establish first level volunteers. Sketch out initial strategy. Prepare for international effort: Promotion page with multi-platform messaging. Internal and second degree relationships engagement. Major Push: Execute strategy. Engage volunteers and social graph. Track activity and report to drive further engagement.
- 31. CASE STUDIES SUCCESSES SECURED NOMINATION ONLY JEWISH ORGANIZATION IN TOP 10 AWARDED: $25,000 AS TOP 10 $100,000 AS FINALIST
- 32. CASE STUDIES
- 33. CASE STUDIES
- 34. CASE STUDIES
- 35. CASE STUDIES VISION + TOOLS + PASSION + RELATIONSHIPS
- 36. CASE STUDIES SUCCESSES 20 EVENTS IN 15 COMMUNITIES THOUSANDS OF ATTENDEES NEW CONTACTS, LEADS HUNDREDS OF INTERVIEWS DOZENS OF NEW JOBS
- 37. CASE STUDIES SUCCESSES Publicity: Covered by every major Jewish newspaper and blog in the USA & Canada. Branding: Nationally recognized. Financial: Profitable
- 38. THANK YOU Dave Weinberg weinberg81@gmail.com