Building Your Tribe with New Media Tools

1. Building Your Tribe with
New Media Tools

2. Dan Cohen, Principal
Full Court Press Communications
dan@fcpcommunications.com
510-271-0640
@dcstpaul / @FullCourtPress
Slide 2

3. Overview
• Introductions
• Developing a Strategy
• What do you know?
• Thinking through Tools
• Examples & Lessons
• Measurement
• What’s Next?

4. You are not alone

5. You are not alone
Who do you lean on?
Who are your Partners?
• Coalitions?
• Collaborations?
• Advocacy partners?
• Policymakers?
• Moms/Kids?
• Businesses?
• Type one into chat box

6. Communications Refresher
• Communications Goal should rule all
• What is your strategy – do these tools fit with
what you are working to achieve
• Think “Audience” and “Action”
• Are you the right messenger? Who is?
• Are you listening? Starting a discussion?
Participating actively?
• What is your near-term goal? Long-term?

7. What are you trying to do?
• Do you have a clear goal &
reason for using social
media?
• Do you have a clear “ask”
for social media users?
• What can you offer in
return?
• Can you engage – is it
a two way conversation?

8. Building My
Tribe:

9. A Starting Point
• Take a moment to answer the question –
If I could just get (insert person/people)
to join me to (insert activity),
it would help we could achieve (insert
goal) by (date).

10. What Choices Did You Make?
• Audiences
• Actions
• Goal-setting
• Timing/Measurements
• Bonus points: Assigning
Roles

11. What Do You Know About Your Tribe?
Know the Tools that Matter
• Ask them – qualitative research
• Use surveys – quantitative research
• Check existing analytics & sales
data from on-line providers
(trust me, they know)
• What issues / nuances matter most?
• Reverse engineer – what else
is working for others?
• Test, test, test – learning is cheap

12. What about YOU?
What tool knits together your tribe?

13. Tools: The Gross Oversimplification Slide
• Facebook – Largest engagement tool ever
invented & customizable (almost 1B people)
• Twitter – World-Class Listening Device
• YouTube – Your very own broadcast network
• Your Website – Your place in the on-line world
• Other tools?
• A promise: Anything you need is (1) out
there, (2) free or low cost, and (3) already in
use by someone in your vast network – just
ask

14. Be Realistic
How much time each week
does it take to
create, sustain, and nourish
your connections using social
media?
Facebook: 2.5 to 3.5 hours
Twitter: 1.5 to 2 hours
Blogs: 5 to 10 hours
Photos: 2 to 3 hours a week
Videos: 5 to 7 hours per video

15. Immediate Resource/Making Choices
Radian6.com
Brand new e-book
Highlights:
• Write a Plan for social media tools
• Write a plan for content (!!)
• Automate the easy stuff
• If people are talking…listen
• Surprise people
• Ask the crowd for help
• Measure + use tools to measure
more

16. How to Build a Social Media Tribe
• Be generous – don’t ask
“what’s in it for me.”
• Make Sharing Easy
• Provide Social Currency.
Validate people! (Repost/RT)
• Be Social – Actually interact
• Get out! Meet people in real
world & collaborate
• Bonus: Make it COOL
*adapted from Heidi Cohen, Actionable Marketing Expert

17. Make Sharing Easier!
• Provide e-mail / newsletter
content to your tribe
• Pre-package Facebook
content & share
• Create Pre-Tweets
• Share videos + sample
descriptions
• Write micro-blog postings

18. Fundraising through Tribes
United Way of Greater Milwaukee
“Give Ten, Inspire 100” Campaign
• Donate $10 and share information with 10 others
via social media
• Raised over $12,000 in 3 days
• Developed relationships with younger donors
• Connected with new individuals
• Others like: Team in Training, St.
Baldrick’s, Livestrong/Movember. What have you
seen?

19. Build a Like-Minded Army:
The #jedchat/#HPM Twitter Tribes
• If there is no home – create one!
• Began as weekly conversations
between people who have shared
interests
• Evolved beyond weekly chats and
helped individuals with similar
interests find each other.
• Is moving past virtual
communities to in-person
meetings & conferences

20. Activate The “Do-Gooder” Tribe
• The 5 minute rule!
Sparked:
• Sparked allows people to The Micro-volunteering network
volunteer your talents
• Allows small organizations to
“out-source” projects
• Is building a tribe of “do-
gooders” micro-volunteering
time and expertise
• Changing the way people
think about volunteering

21. Help Me Make Noise
Sometimes…
You are just
supporting
other
strategies

22. Pure Fun! Twitter & the Food Truck Tribes
• Food trucks use Twitter to
connect with people
• An inexpensive, simple way
to build a loyal following
• Brings excitement to the
food because people feel
like they are “in the know”

23. Measurement
• Commit to a
measurement culture
• Commit to transparency
• Start at Facebook but…
• Commit to one NEW
success measure every 3
months (get beyond the
“Like” button)
• Celebrate #fail
• What are you measuring?

24. Your First 5 Things to Do in 2012
As presented by Brent Blackaby of Trilogy Interactive:
TrilogyInteractive.com
• Email is still leading engagement tool (for now)
• Grow your lists
• Make clear “asks”
• Buy/Test Paid Advertisements
• Engage Targeted Bloggers
• FCP Bonus: Consistently create & offer good
content

25. What’s Next for Us?
JOIN US
• February – New media tools for organizing
• March – New media tools for educating the
public
• April – New media tools for policy advocacy

26. Dan Cohen, Principal
Full Court Press Communications
dan@fcpcommunications.com
510-271-0640
@dcstpaul / @FullCourtPress
Slide 26