ct nonprofits workshop

47
Media Rules! What you are doing isn’t working anymore... and everything needs to change.

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Slides presented during workshop at CT Association of Nonprofits on June 7, 2010.

TRANSCRIPT

Page 1: CT Nonprofits Workshop

MediaRules!

Whatyouaredoingisn’tworkinganymore...andeverythingneedstochange.

Page 2: CT Nonprofits Workshop

BrianReich

www,[email protected]

Married(Karen)Twokids(HenryandLucy)32YearsOld.Jewish.

LiveinNewYorkCity.Travelalot.

Strategize.Write.Speak.Teach.Podcast.

Focusontheimpactoftechnologyandtheinternetonsociety.

Politics.PublicAffairs.Marketing.PR.Advertising.Causes.Technology.Innovation.Commerce.Entertainment.Sports.Journalism.Education.Games.Brand.Culture.

Mac.PC.iPhone.Kindle.FlipVideo.Tivo.Wii.

10‐15Newspapers.20+Magazines.800+Channels.1000+Blogs.2500+Friends.

617.417.9436

twitter.com/brianreich facebook.com/BrianReich

FastCompanyExpert

SlideShare

WeMediaSeniorFellow

FourSquare

MediaRules!

Seattle.Westport.Washington.Cambridge.AnnArbor.UpperWestSide.

Page 3: CT Nonprofits Workshop

[Start]

Page 4: CT Nonprofits Workshop

Whatyouaredoingisn’tworkinganymore!

Page 5: CT Nonprofits Workshop

Askyourselfwhy(?)

Whatwearedoingisn’tworkinganymore.

Page 6: CT Nonprofits Workshop

Why do you need to

RE-THINK your work?

You cannot think about your work in isolation. The shifts that are occurring in every other aspect of our society, and our lives, impact how your products and services are created and consumed. Everything is changing.

Page 7: CT Nonprofits Workshop

Why do you need to know how PEOPLE

LIVE?Because convincing someone to buy your product or use your service means asking them to change what they are doing. And those changes happen in the context of people’s lives. You can’t force the changes. You have to fit in.

Page 8: CT Nonprofits Workshop

Why do you need to utilize

ALL THE PLATFORMS?

Because users seamlessly move between several different pieces of technology every day. People aren’t looking for one thing - they are looking for timely, relevant, compelling experiences that they can benefit from whenever and wherever they choose.

Page 9: CT Nonprofits Workshop

Why do you need to know

WHAT IS HAPPENING?

Because the experience and expectations that users develop when buying a product or service -- any product or service -- from someone else shapes their experience and expectations of everything else. Someone out there is spending more money and energy trying to convince people their products/services are terrific. They are setting the tone for the conversation.

Page 10: CT Nonprofits Workshop

Why do you need to PLAY NICELY WITH

OTHERS?Because everyone is facing a similar challenge. And because other sectors (car designers, clothing manufacturers, soda sales people, government economists, video game makers) understand different things about the target audience -- and how to engage, educate, and mobilize people -- that we can learn from.

Page 11: CT Nonprofits Workshop

Why do you need to LOOK FORWARD?

Because we spend too much time creating and analyzing case studies. Case studies represent a specific snapshot in time. They have limited value. It is not important to know that someone was able to sell something a certain way last year. It is important to understand how to apply the lessons to different contexts and times.

Page 12: CT Nonprofits Workshop

Why do you need to

REDEFINE SUCCESS?

Because each challenge is unique and we don’t fully understand what success really means. For certain, we know that success is not the same for every issue or project.

Page 13: CT Nonprofits Workshop

Whydoeseverythingyouaredoingneedtochange....?

Page 14: CT Nonprofits Workshop

PhonesChange

Everything

Page 15: CT Nonprofits Workshop

iPadsChange

Everything

Page 16: CT Nonprofits Workshop

PS3ChangesEverything

Page 17: CT Nonprofits Workshop

FacebookChangesEverything

Page 18: CT Nonprofits Workshop

HuluChangesEverything

Page 19: CT Nonprofits Workshop

NikeChangesEverything

Page 20: CT Nonprofits Workshop

RealLifeChangesEverything

Page 21: CT Nonprofits Workshop

SomethingChangesEveryDay

Page 22: CT Nonprofits Workshop

TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandof]line.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.

Page 23: CT Nonprofits Workshop

Informationmovesfaster.Peoplearemorecloselyconnected.Wehavedifferentoptionsandbetterchoices.Ourexpectationsarehigher.Ourconnectionstotheissuesandeventsthatshapeourworldarebeingtransformed‐rapidlyandconstantly.Wemustadapt.Weneedtoengage.Weneedtolookatthingsdifferently.

Page 24: CT Nonprofits Workshop

Everythingmustchange.

Page 25: CT Nonprofits Workshop

Howorganizationsoperate,organize,andcommunicatemustbere­imagined.Thepassionandinterestofindividualsmustbere­focusedandre­directed.Thewaysthatwemeasuresuccessmustbere­assessed.Thewayswepromotebigideasandcreatebettersolutionsmustbere­envisioned.

Page 26: CT Nonprofits Workshop

[Pause]

Page 27: CT Nonprofits Workshop

Brandisaboutexperience

Page 28: CT Nonprofits Workshop

Marketingisabouttrust

Page 29: CT Nonprofits Workshop

Technologyisthefacilitator

Page 30: CT Nonprofits Workshop
Page 31: CT Nonprofits Workshop

Thereisno‘rightway’toblog

Thereisno‘rightway’toblog

Morewatching/listening=moreremembering

Gamesareformorethanplaying

Mobilephonesarealwayson,alwaysactive

Page 32: CT Nonprofits Workshop

Thereisno‘rightway’toblog

EverythingissocialYoumustbe‘Zindable’

Stuffisimportant

Listeningandhearingaredifferent

Page 33: CT Nonprofits Workshop

[3Things]

Page 34: CT Nonprofits Workshop

Timely,relevant,compellinginformation

Page 35: CT Nonprofits Workshop

Experiencespeoplewillremember(fondly)andtalk

about.

Page 36: CT Nonprofits Workshop

Stuffthatpeoplewilluse...andvalue.

Page 37: CT Nonprofits Workshop

[3More]

Page 38: CT Nonprofits Workshop

KnowYourAudience

DemographicPsychographicTechnographicBehavioral

Page 39: CT Nonprofits Workshop

OrderofOperations

GoalsStrategies

TacticsResources

Page 40: CT Nonprofits Workshop

Human...izePersonal...izeLocal...izeOperational...izeGranular...izeTakeAdvantage...izeTransactional...ize

Page 41: CT Nonprofits Workshop

[BigFinish]

Page 42: CT Nonprofits Workshop

TRY Somethingnewanddifferent

Page 43: CT Nonprofits Workshop

FAIL Openlyandactively

Page 44: CT Nonprofits Workshop

LEARN Updateandadapt

Page 45: CT Nonprofits Workshop

ASK LotsofQuestions

Page 46: CT Nonprofits Workshop

[End]

Page 47: CT Nonprofits Workshop

MediaRules!

Whatyouaredoingisn’tworkinganymore...andeverythingneedstochange.