Post on 17-Nov-2014
description
Bob Black photo for Community Media Workshop
Gordon Mayervice presidentCommunity Media Workshop
at the Kellogg FoundationSept. 29, 2009
TheCommunicationsAudit
Joebeone from flickr (via Gayle Thorsen)
CMWho?
Comm
unica
tions
Exec
utiv
e Dire
ctor
, Dev
elop
men
t dire
ctor
, etc
.
Board
Mem
ber o
r oth
er v
olun
teer
"Oth
er"
0
20
40
60
80
100
120
140
160
What do you do?
TurnoutAttendance at an event
Why We Communicate
AwarenessUsually traces back to money
Advocacy Best to engage audience
What Are Our Goals?
Who Are Our Audiences?
What Are Our Messages
Got milk? / ¿Toma leche?http://www.gotmilk.com/fun/toma_leche_2.html
‘Facts Are
Meaningless’
WhatStoriesCarryMessagesTo Our Audiences?
• Hi! My name is _____ and I work with… • You know how… (problem)• Well, what we do is…(feature)• So that …(benefit)• We’re kind of like the…(metaphor)
– Feature: the physical traits or description of what you do– Benefit: a feature translated into a member’s satisfaction. What do
the members get because of what you do?– Metaphor: a comparison that can be funny or startling; goal is to
make your work familiar.
Crafting An Elevator SpeechWho We Are, In A Minute Or So
What About These?
Why“Audit?”
Goal: Raise awareness of services for members-as measured by uptake in services
Going ‘E’
Why an audit? Survey audience (phone and mail-in)
Why a consultant? “We thought it would take a lot of time [and] we wanted someone impartial”
I refer back to it now when I’m planning new stuff (and making decisions about activities to do next)
Some Ways To Think About Audits
“…evidence-gathering should not
be like hide and seek, where
everything is hiding and you don’t
know what you are looking for. It
should be like a scavenger hunt,
where you have a list before you
start and gather the pieces as you
go.
Steve Heye
Not this
This
Audi Q7 Saint Beast Dashboard by jiazi on fickr
If You Can’t Measure It…
Listening a la Beth
http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
Listen=AuditsAll the Time
Why Listen Online, If Constituents Aren’t?
What You Hear May Amaze You
When to do a Bigger Audit
Audit Type: People & Perceptions
Surveying
Focus Groups & Interviews
Audit Type:Stuff
Your Voice & Image
Audit Type: Process & Staff
Keeping Track Of Other Stuff
Data mining / insights Strategic planning Budgeting and forecastingMeasurement and evaluation
Tips For Working With Supervisors
3. Be a ‘2-way advocate’
1. De-personalize the discussion
2. Understand the relationship
4. Uncover goals
5. Be honest about the effort required
6. Plan for the long haul
Consultants?
Don’t Try this at home, from mhaithaca, flickr
Need to Know
Aggregate: all apples… and a lot of them1.0, 2.0, 3.0LinkSocial NetworkRSSOnline offlineLong tail
http://www.flickr.com/photos/mukluk/288925731/
1.0, 2.0, 3.0
THE
SOCIAL MEDIAGAME
Goals
There are no winners or losers to the Social Media Game.
This game is intended to help you understand the basic
mechanics of the social web as well as strategize online
communicating through the Web 2.0.
How it’s played1. Choose from a set of 30 Social Media Cards divided into 4
categories: Collaboration, Media Content/Networking, Online Broadcast, and Communication Tools. Each card costs a certain amount of credits.
2. Your group will receive an objective card. Discuss, examine, and see how the different types of tools best achieve your objective for about 10 minutes. You have just 12 credits to spend.
3. You will receive a Situation Card that offers an Opportunity (gain credit), a Dilemma (lose credit), or a Wild Card (more credit to choose another Social Media Card or create your own Social Media Card). Re-strategize using the Situation Card. You are given only 10 more minutes.
4. Present your objective, situations and strategy on how to communicate online using social media tools to achieve your goal.
What did you discover?
Communications Plan
Transform, Order, Set Goals
The Plan
Where Are We Now (Standing)
Where Do We Want to be? (Objectives)
How do we get there (Strategy & tactics)
How will we know when we get there? (Measurement)
How SMART Is Your Plan?
Agenda: Greenbelt - Agenda doodles from thisisbossy @ flickr.comStopwatch: stopwatch from wwarby @ flickr.com
Goal:Know what you want
Audience:Go deep, not broad
Message:1 thing you want everyone to know; Simple; Same for all (change words, not message)
Communications Golden Rules
Plan 1st – or Audit?
Fried Chicken and eggs-t. young from flickr
Circumstances Beyond Our Control
Promotegood habits
www.proform.com
smartchart.
org