I had the pleasure of speaking last night at an event organized by DC Web Women and I Heart Social Media DC and thought I would share my remarks with you all. I’d love to hear your feedback! Have you converted any social media non-believers? What was your strategy?
When people resist social media it is usually for 3 key reasons:
1. They are scared of what their community really has to say about them.
2. They are intimidated by new technology and feel overwhelmed.
3. They are happy with the way things are.
So when you are trying to convert the social media non believers you want to make sure your argument addresses each of those concerns.
1. I’m scared of what my community has to say.
You can’t hide from social media.
And the irony is, in many cases, the organizations that try to hide are the ones that get the biggest blowback from their community online.
We have seen many examples over the years of this issue coming to the fore in terms of customer service. Whether it is someone complaining about poor Comcast reception, the quality of their Virgin Atlantic in-flight meal, or their Dell laptop battery, The truth of the matter is, just because an organization isn’t active in social media, it doesn’t mean there isn’t already an active community on social media talking about you. All of those examples I gave were cases when someone voiced a concern in the social media space. But they are all also happy endings—each of those brands recognized the importance of engaging with those unsatisfied customers and using social media as a way to let them know they were valued.
2. New technology is intimidating/overwhelming
The best way to address this concern is to simply avoid tech speak. Don’t be like these guys.
Never start a sentence with Twitter.
Don’t talk tactics.
Excite them with possibilities. Instead say, “IMAGINE if a dozen highly influential people told all their friends about our service/product/cause and got a bunch of those people to tell all of their friends? Well I think we can make that happen!”
Rememer, there is never a one-size-fits all solution, so make sure you have the right approach.
Make sure the message is coming from the right person. You need to be a trusted advisor.
And show what it can do for their business.
And then if they are interested in the nuts and bolts you can explain that there is already an active group of people on Twitter talking about your issue/service/product and that by reaching out to those folks in an open, transparent way, you just might be able to incorporate some of your key message points in their conversations.
3. I’m happy with the way things are.
Resistance to change is a tough nut to crack. It is usually based in fear of the unknown mixed in with a little bit of conformity and unwillingness to push boundaries.
Again, your best approach here is to avoid focusing on the platform you want to join. If you think they don’t want to change in the beginning, just wait until you start peppering the conversation with talk of QR Codes, crowdsourcing, and hashtags.
Talk about the results you expect to bring because of the campaign, how social media integrates with your overall marketing strategy. And bring in solid stats on the ways your target audience is already active in social media, what they are already talking about and where.
And if that doesn’t work, show them what your competitors are already doing in the space and how it is making a difference for them.
The only thing that is certain is change.
If you want to be relevant to your stakeholders, certainly you need to be able to address changes in the marketplace — whether it is social media or earned media, everything is changing on a continuous basis. It is all about relevancy.
As much as some of your bosses/clients/coworkers/etc may try to ignore it, social media is not going anywhere fast, and if you don’t embrace it as a new communication tool, you are likely to become obsolete. Fast.
I’d love to hear what you think.
And be sure to check out the two who joined me speaking at this event: Deborah Ager (whose presentation is here) and Brian Chambers (who said that in coming to DC from NY he felt he was descending on a “swampland.” Hmmmm.)
I am seeking men and women ages 25-35 in Washington, D.C. who spend at least one hour per week using social networks such as Facebook and Twitter to participate in hour-long focus groups. The research study is for a graduate thesis on what motivates adults to donate to charitable causes through social media.
All participants will be entered in a raffle to win a brand-new iPod Nano with video playback and 8 GB of capacity. The iPod comes with Apple earphones, USB cable and a dock adapter. Snacks and drinks will also be provided.
The focus groups will be held in the evening or on weekends at the Johns Hopkins University campus near Dupont Circle at 1717 Massachusetts Ave NW.
Contact Dawn Arteaga at dawn.arteaga@jhu.edu if you are interested in participating. You will then receive a consent letter, and meeting and contact information.
Thanks so much for your help with this project.
Hope you enjoy this presentation of a digital communications strategy I did for a nonprofit organization in St. Louis, MO: EnTeam Organization.
It’s been a while since I posted to this blog. If you’ll allow me to make excuses, I do think I have a couple of good ones. I’ve been madly working to finish my master’s degree at Johns Hopkins in digital communication while working full time. On top of it all, I’m currently 35 weeks pregnant! I’m now in the final stages of two of these three all-consuming activities (being pregnant and completing my master’s) and I’m hoping I can get your help on the latter. (If you want to help me with my pregnancy, donations of caramel apples are warmly welcomed…that’s all I crave these days.)
Over the next several weeks I will be writing a thesis on social networking fundraising strategies. I’ll conduct several focus groups with people who are plugged into social networks like Facebook and Twitter.
Yes, I’m looking at YOU.
Great video that inspires action: How non-profits can better use this fast-growing medium
Sometimes the best video comes from authentic voices, not fancy equipment.
Video is one of the fastest-growing attractions on the Web. It brings new viewers to your site and can engage potential donors in new ways. So how can non-profits make the most of this valuable medium? I was really struck by Avaaz.org’s use of video to demand action. The example is not a new one, but it teaches some evergreen lessons to non-profits everywhere. Namely: read more…
In most cases I try to keep the content on this blog pretty tightly concentrated around my observations on innovative digital media. However, in this case, I’m going to have to go off topic. I think you’ll agree it’s a worthy topic. This is an example of how grassroots movements begin at the most simple levels.
Huge caveat: This example is from my mom’s first grade class. I’m biased because I think she is a brilliant teacher. Read on and you’ll see what I mean. Everything here was completely driven by her 6 and 7 year olds. These truly are our country’s future leaders… read more…
“NOOOO!” I heard myself issue a blood-curdling scream as the realization sunk in: Someone had just stolen my iPhone. The young punk ripped my lifeline out of my hands and ran through the closing metro doors before I could do anything. I leaped to my feet, banging on the doors to no avail. As the train gradually eased from the station I turned to my fellow passengers in utter desperation. “I WAS JUST ROBBED! HE STOLE MY PHONE!” A few lazily looked over in my direction. One woman unsympathetically muttered, “mmm hmmm, they do that.”
Didn’t they realize that I had just lost my connection to the world? What was I supposed to do without my iPhone? I was heading to the airport. How on earth would I survive a flight? What if someone sent me an e-mail? What if I got lost? My world slowed to a halt.
Despite herculean efforts on my part…from yanking the emergency brake to stop the train (in case anyone from the DC Metro is reading this, you might want to look into those bad boys. Both of the brakes on my car were loose in their sockets)…soliciting the help of a slightly over-eager DC policeman to track down a similar-looking guy and frisk him…getting the metro police to agree to review the tapes from the station to try to match our suspect to the theft…nothing worked. To make matters worse, I nearly missed my flight.
Here I am, two weeks later, still using a $20 Nokia phone with one ring tone, no games and of course no data access. It has been an interesting process. Some would probably say that I needed the cleansing. I disagree. I’m trying to hold out until the new iPhone comes out this summer. Until then, I’ll have to resign myself to the following lessons learned: read more…
There’s a trend for Facebook users to present an almost irritatingly cheery image of life. The standard “news feed” of friends’ activities is littered with news of the latest engagements, babies’ first steps, graduations, etc.
Meanwhile, our friends in the professional news business (especially local TV news) seem to have the opposite approach to life. “Could your new kitten kill your children? Find out at ten!”
Why the contradiction? Why is it that when we write our own headlines we spin everything toward the positive, while the most popular news outlets do the opposite?
Does Facebook bring out the inner PR agent in each of us?
We carefully weed out only the best, most complimentary photos of ourselves and our family, share the high peaks of life, and minimize the low ones. Our grumpiest moments are converted into cryptic messages that only the closest friends can decipher: “Jane Doe is done.” But across the board, it seems that if something really great happens, you’ll see a photo album dedicated to its celebration.
All of this positive spin on our own lives made me wonder what would happen if skimming headlines of major news outlets read more like a Facebook news feed? Would anyone read the news? Or is cheery news only interesting when it comes from people we care about (along with those people from High School who we think we remember and can’t bring ourselves to “ignore”).
What would the alternate universe look like? Which approach do you prefer?
Buzz often starts with a great story. When Americans heard about the tragic 7.0 magnitude earthquake in Haiti, there was a lot of buzz. And one group that did an excellent job of turning that buzz into bucks was Hope for Haiti. They used social networking sites to encourage chatter, they brought together major celebrities for a benefit concert, and they presented transparency on their Web site, by assuring potential donors that their 100% of their money will be spent on the relief effort.
In sum, they followed seven keys to inspiring word of mouth:
- They had an excellent story–it was a tragic event of historic proportions. And everyone was talking about it, and how they wanted to help.
- Their supporters could show their involvement in a visible way–by donating and then asking their friends to do the same.
- They offered something new to talk about–more than 100 world-famous celebrities gathered for a star-studded benefit concert.
- They let their supporters be creative by donating through any possible medium–text message, tweet, Facebook causes, and more. They asked for people’s involvement and organized volunteers interested in rolling up their sleeves and helping in Haiti.
- Anyone could participate.
- In return, donors were given thanks and could feel that they became part of an unprecedented donation drive.
- They made it clear how to spread the word–every badge, button and highlight on the Web site leads visitors to either donate or encourage others to do so.
In all, the power of the buzz brought in $57 million in donations, which will be used to help a nation recover from a disaster that left more than 230,000 dead, 1 million homeless, 380,000 orphaned, and 63 million tones of rubble in its wake.
Look out folks, it's on the rise.
Foursquare is what some in social media circles are calling the Twitter of 2010. It is a social media game that rewards you for logging your location at any point in the day. Eating a burrito? Tell the world where and when! The more you do, the more “badges” you earn. If you are the person who has logged the most visits to a specific place on Foursquare, you will win the additional honor of becoming the “mayor” of that location. Smart locales are playing along and giving out freebies to their “mayors.” Taste D-Lite lets customers accrue extra points on their TastiRewards cards for Foursquare check-ins and tweets.
From January 2010 to February, Foursquare passed the 1 million mark on Twitter (you can opt to have all your posts on Foursquare automatically post on your Twitter stream as well). In that month’s time, the number of check-ins doubled–showing remarkable promise. It list of seed-money investors include some of the most innovative minds in social media, including Digg Founder Kevin Rose, who endorsed the site to the tune of $1.35 million.
Some cite the brilliance of Foursquare in the fact that real-life social interactions become a virtual game. The person who wins the game is the person who is best able to show the world that he/she has the most interesting life.
So why do I think it’s such a bad idea? read more…
