The Internet Society today Jon McNerney Chief Operating Officer Internet Society [email protected].
If You Build It…Will They Come? Neil McNerney, M.Ed., LPC
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Transcript of If You Build It…Will They Come? Neil McNerney, M.Ed., LPC
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If You Build It…Will They Come?Neil McNerney, M.Ed., LPC
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The Need
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TheProblem
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Traditional Recruitment Techniques
• Email– Email in all languages
• Newsletters• Sign out front• Bulletin Board• Radio/TV
ONE WAY
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Social Media• Facebook, Twitter, LinkedIn
ONE WAY
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The Solution
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Painting a Room
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TheTipping
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The Three Crucial “Tippers”
• Salespersons•Mavens• Connectors
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The Salesperson
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The Maven
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The Connector
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Utilizing Connectors• Ask for specific help– Yes/No
• “Can you do your best to get 6 neighbors to commit to coming?”
• Check in weekly
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Utilizing Mavens
• Use their energy• Give specific ONE WAY tasks– Newspaper article– Newsletter
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The Potomac Falls Experiment• Six Schools – Two Connectors Per School– At least one in target demographic
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Results• Before – 5 signups• After - 148
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Other Ideas That Worked
• “I” messages about the program• Direct phone calls to those you want to attend– Two weeks before and then the day before
• Child Care ALWAYS helps• Newspaper “Community Calendar” section• Facebook• Website – front splash page• Giveaways
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Ideas That Don’t Work
• Posters• “You really need this program…”• Road Signs• Worrying that program might get too big
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Community Leaders• Who are your influential Parenting Partners?– Pastors, Family Ministers, etc.– Social Service Agencies– Child Care Centers– Martial Arts Schools– “Mandated” Professionals– Barbers, Hairdressers– Medical Offices
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Community Leaders
• Ask them for specific help:– “Can you use your church van to pick up a group
of people that can’t make it otherwise?”– Can you attend?– Can you announce it at your services?– Can you invite 4 or 5 parents who would be
interested?
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Ineffective Asking
“Well, I sent out an email and asked for people to help. I even asked them to invite 2 or 3 other people to come, but it didn’t work.”
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Effective Asking
“Hi, I’m planning an event and as I was planning it, I thought of you and wondered if you would be willing to help me. Can you call me back so we can talk about it? I think you’ll really like this program.”
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Your Program
• What hasn’t worked?• Identify Your Connectors and Mavens– Why did you pick them?
• Create an ask for connectors and mavens• Brainstorm non-traditional tipping point
people.