In October 2010 I co-presented with New Media Strategies at a Non-Profit seminar. Our session was about the Not-Profit client perspective on working with a social media agency.

1. Special OlympicsBe a fan Social Networking: A Client’s Perspective Prepared for 4th Annual Education Leadership Summit October 14, 2010

3. How we met New Media Strategies

4. What we were looking to do

5. Cost investment

6. Return on investment

7. Ongoing relationship

8. Lessons learned

9. Q&AOur categories for today are…

11. Get a profile everywhere!

12. Just have that marketing guy do thisAll your job responsibilities before the world went social

14. Tweet with the hashtag#rword:“I pledged to end the use of the r-word today – can you? http://www.r-word.org/ #rword.”

15. Join the End the R-Word Facebook Event and Cause Page

16. Donate your Facebook Status on 3.31: “I’ve pledged to end the R-word at http://r-word.org”

17. Update your personal Facebook picture with this image.

18. Participate in an hour-long Tweetchat about the use of the r-word

19. Watch the videos, rate & favorite: http://www.youtube.com/EndtheRword“I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama March 19 The infamous Jay Leno Show gaffe. March 31 First National Day of Awareness for R-word Campaign.

20. Our Strategy Three stages Stage One Leverage the spotlight on Special Olympics thanks to President Obama’s comment to generate conversation and debate about prevailing attitudes and misperceptions of people with intellectual disabilities. This included highlighting the public debate of language reflecting attitude and private higher level asks to the White House. Publicly we were able to equate a dismissive attitude toward our athletes’ abilities with the casual use of the word ‘retard’ which set up our call to action to take the pledge at www.r-word.org on the first national day of awareness, 3.31.09. Stage Two Rinse, wash and repeat. We focused on tracking, reporting, and highlighting all the R-word pledges, blogs posts, online conversations and grassroots action taken on and around the 3.31.09 day of awareness. We also thanked as many supporters as we could which helped to reinforce all the activity that had been taken. Stage Three This is where we began to turn the conversation about the R-word campaign into a broader message about, and an entry point into, Special Olympics. Now that you’ve pledged, here are five things you can do – volunteer locally, hold a youth rally, invite someone with ID to sit at lunch with you in school, coach, play a Unified sport.

22. Rolodex of influencers

23. Tracking tools

24. In-depth reports

25. Staff time

26. They’ll promote their work with youStructured the justification to meet goals of a department with available budget Secured a budget for 3.31.09 campaign of $75,000

28. 55,000 Facebook users

29. 10,000+ Pledges

30. 100+ Blog Posts

31. 1,200 Tweets

33. Monthly Brand Perception Reports

34. Executive Summaries

36. The Ongoing Relationship Touch Points Staff and field training Upcoming initiatives Potential funding

38. Influence the influencers – internally and externally

39. Pick your battles for arguing to go in-house or out-of-house

40. You are the organizational expert – own it.

41. Listen, borrow, copy and craft from others – but don’t be afraid to knock over some sand castles.

44. Success breeds more success - creating opportunities for dedicated funding and initiatives

45. Sharpened skills and by extension the effectiveness of our online brand presence

47. Contact Ryan Ryan Eades Manager, Online Brand Communications Special Olympics International Phone: 202-824-0292 Email: reades@specialolympics.org Twitter: @ryan2499 Skype:ryan2499 Linkedin: www.linkedin.com/in/ryaneades