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?

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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